Why Amazon Keyword Research is Vital for Online Sellers

In the competitive world of Amazon FBA, visibility is everything. With millions of products listed, standing out in the search results is essential to drive traffic and boost sales. One of the most effective ways to increase your product’s visibility is by performing thorough Amazon keyword research.

Keywords are the phrases and terms that customers use to find products on Amazon. By identifying and using the right keywords in your product listings, you can ensure your products appear in front of the right audience. Keyword research is not just about choosing popular terms. It’s about understanding your customers’ search intent, optimizing your listings to match that intent, and ultimately improving your rankings on Amazon’s search results page.

Understanding Amazon’s A9 Algorithm and Keyword Research Importance

Amazon’s A9 algorithm is the backbone of Amazon’s search functionality, determining which products appear in the search results when a customer types in a query. The primary goal of A9 is to match products to customers based on relevance and the likelihood of a purchase. While traditional search engines like Google prioritize content, Amazon’s A9 focuses heavily on transactional relevance. Meaning the algorithm is designed to help customers find products that are most likely to lead to a sale.

How the A9 Algorithm Works: Matching and Ranking

The A9 algorithm operates in two main stages: matching and ranking. During the matching phase a customer enters a search term. Then Amazon’s system scans its database and retrieves products that are most relevant to that search query. This matching process doesn’t just rely on exact keyword matches but also incorporates semantic matching. This helps Amazon understand variations of the search term, including synonyms, misspellings, and product descriptions. Additionally, behavioral data, such as clicks and purchases, are taken into account to determine how relevant a product is to the search term.

After matching, the algorithm moves on to the ranking phase. It sorts the matched products based on key performance factors. These factors include sales history, conversion rate, click-through rate (CTR), customer reviews, price, availability, and product images. Let’s explore each of these ranking factors in more detail.

Sales History and Its Impact on Ranking

One of the most important ranking factors for A9 is sales history. Amazon’s algorithm rewards products that consistently generate sales for a specific keyword. If a product has proven to be popular with customers for a particular search term, it is more likely to rank higher in search results for that term. This means that products with a strong sales track record are given preference in Amazon’s search rankings.

Conversion Rate: How Well Does Your Product Sell?

Conversion rate refers to the percentage of people who make a purchase after viewing a product listing. If a product has a high conversion rate, Amazon sees it as highly relevant to the search term. Amazon will rank it higher in search results. This is why it’s crucial for sellers to optimize their product listings for maximum appeal and ensure that they convert visitors into buyers. Factors like compelling product images, detailed descriptions, and competitive pricing can all help improve your conversion rate.

Click-Through Rate (CTR) and Its Role in Ranking

The click-through rate (CTR) is the ratio of people who click on your product listing after seeing it in the search results. If your product listing has a high CTR, it indicates that the listing is relevant and appealing to customers, prompting them to click. Amazon’s A9 algorithm takes this as a signal of relevance and increases the product’s visibility in future search queries. This is why optimizing your title, images, and overall listing presentation is key to improving CTR and boosting your ranking.

The Influence of Customer Reviews and Ratings

Customer reviews and ratings are a significant factor in A9’s ranking process. Positive reviews and high ratings signal to Amazon that a product is of high quality and that it satisfies customer needs. Products with more positive feedback and higher ratings are more likely to rank higher in search results. Additionally, keywords mentioned in reviews can further influence how Amazon matches a product to a search term. Encouraging customers to leave reviews, particularly those that mention important keywords, can help improve your ranking.

Pricing, Availability, and Product Listings

While price is not a direct ranking factor for A9, it still plays an important role in the algorithm. Competitive pricing can lead to higher conversion rates, which, in turn, can improve ranking. Availability is also crucial; products that are in stock and available for quick shipping are more likely to be ranked higher than products that are out of stock. Additionally, product images and the quality of your listing content (e.g., detailed descriptions, bullet points, and features) can impact your product’s ranking by affecting both CTR and conversion rate.

Keyword Relevance in the A9 Algorithm

In the context of A9, keyword relevance is one of the most important ranking factors. The algorithm scans product listings to see how well they match the search query in terms of relevant keywords. This means that the keywords you use in your product title, bullet points, description, and backend search terms are all crucial for determining how your product ranks. The more relevant and specific your keywords are, the better your chances of appearing in search results for those terms.

The Role of Long-Tail Keywords

Long-tail keywords are more specific, longer phrases that tend to face less competition while often having higher conversion rates. For example, instead of targeting a broad keyword like “headphones,” a long-tail keyword such as “wireless noise-cancelling headphones for running” would be more targeted. Using long-tail keywords helps sellers capture more qualified traffic and improve conversion rates, which ultimately boosts rankings in Amazon’s search results.

Using Amazon’s Auto-Suggest for Initial Keyword Ideas

One of the simplest and most effective ways to begin your keyword research is by using Amazon’s auto-suggest feature. This tool provides real-time, user-generated keyword suggestions directly from Amazon’s search bar, making it a valuable resource for discovering terms that are actively searched by potential customers.

When you type a keyword into the Amazon search bar, Amazon automatically begins to show you suggestions based on what other users have recently searched for. These suggestions are tailored to match popular and relevant queries related to the initial term you entered. For example, if you type “running shoes,” Amazon may suggest terms like “best running shoes for men,” “lightweight running shoes,” or “running shoes for flat feet.” These are valuable long-tail keywords that shoppers are currently searching for on Amazon.

How Amazon’s Auto-Suggest Helps Identify High-Intent Keywords

One of the key benefits of using auto-suggest is that it reveals high-intent keywords—terms that indicate a customer is actively looking to make a purchase. For example, a query like “best waterproof hiking boots” shows that the shopper is likely seeking a specific product, with a higher likelihood of conversion.

Amazon’s auto-suggest also provides insights into how consumers structure their searches. It shows which specific attributes or features customers prioritize when searching for products. In the example above, the keywords “best” and “waterproof” suggest that the customer is looking for a high-quality, feature-specific product. These insights help sellers understand customer preferences and match their listings to these intent-driven keywords.

Step-by-Step Guide to Using Auto-Suggest for Keyword Research

To use Amazon’s auto-suggest effectively, follow these steps:

Start with a Broad Search Term: Begin by typing a general keyword related to your product, such as “wireless headphones” or “coffee maker.”
Observe the Suggestions: Pay attention to the suggestions that appear in the drop-down menu as you type. These are real-time search queries that reflect what customers are actively searching for.
Note Long-Tail Keywords: Look for long-tail keywords—longer, more specific phrases that tend to have lower competition and higher conversion rates. For example, instead of “headphones,” you might find “best wireless headphones for running” or “noise-cancelling headphones for work.”
Analyze Customer Needs: As you explore the auto-suggest options, pay attention to the terms that seem to align with customer needs or specific product features. This will give you a deeper understanding of what your target audience values most.
Expand Your List: After gathering initial keywords from auto-suggest, you can explore variations and similar terms by adjusting your search term slightly (e.g., replacing “best” with “top-rated” or changing “for work” to “for travel”).

Why Auto-Suggest is a Valuable Keyword Research Tool

Amazon’s auto-suggest tool is powerful because it provides real-time, customer-driven data. Auto-suggest reflects actual, current searches being made by shoppers. This means you can stay up-to-date with market trends and customer behavior, which is essential for crafting an optimized listing.

Additionally, because these keyword suggestions are based on Amazon’s search engine, they are highly relevant to what customers are actually looking for on the platform. By using Amazon’s auto-suggest, you can ensure that you’re targeting keywords that have high search volume and are likely to convert into sales.

Best Practices for Using Amazon’s Auto-Suggest

While auto-suggest is an excellent tool for discovering keywords, it’s important to use it strategically. Here are a few best practices to keep in mind:

Start Broad, Then Get Specific: Begin with broad keywords, then narrow down your list to focus on long-tail keywords that are more specific to your product. This helps target customers who are closer to making a purchase.
Avoid Overloading Your Listing: It’s important not to stuff your product listing with too many keywords from auto-suggest. Instead, use them naturally in your product title, bullet points, and description. Keyword stuffing can negatively affect your ranking and readability.
Regularly Update Your Keywords: Consumer behavior and search trends can shift over time. Check Amazon’s auto-suggest regularly to ensure that your keywords are still relevant to the current market.

In addition to Amazon’s auto-suggest feature, another powerful resource for keyword research is Amazon’s “Related Searches” and the information available on product pages. These tools provide valuable insights into customer behavior and reveal additional keywords you can use to optimize your listings.

At the bottom of Amazon’s search results pages, you’ll often find a section called “Related Searches.” This section lists alternative keywords or phrases that are related to the initial search term you entered. These related searches are generated based on customer behavior and the types of queries that frequently occur alongside the original search.

For example, if you search for “wireless headphones,” you might see related searches like “noise-cancelling wireless headphones,” “Bluetooth headphones for exercise,” or “over-ear wireless headphones.” These suggestions are incredibly valuable because they represent additional search queries that customers are using to find products similar to yours.

Related searches are highly useful for discovering long-tail keywords and variations of your initial search term. Long-tail keywords tend to have lower competition and often reflect a more specific customer need. This increases the chances of conversion. By incorporating these related search terms into your listings, you can better match the needs of your target audience and improve your chances of ranking higher in search results.

Additionally, related searches provide a snapshot of the broader customer intent surrounding a particular product. This insight allows you to refine your keyword strategy by ensuring that you target a diverse set of relevant terms, including both general and niche keywords.

Analyzing Product Pages for Competitor Keywords

Another great way to discover valuable keywords is by looking at the product pages of your competitors. Take a look at the listings of top-selling products within your category, paying close attention to their titles, bullet points, descriptions, and reviews. These listings are likely optimized to rank well, meaning they contain keywords that Amazon customers are searching for.

By analyzing your competitors’ listings, you can identify high-performing keywords that you might not have considered. Pay particular attention to:

Product Titles: These usually contain the most important keywords for SEO. Competitors often include essential product features, brand names, and customer-focused terms that are highly relevant to the search query.
Bullet Points: Sellers often use bullet points to highlight the most important selling features of the product. Keywords here can reveal customer priorities, such as “durability,” “comfort,” or “battery life.”
Product Descriptions: The description section can contain a wealth of keywords, including synonyms and related terms that help the product rank for a broader range of searches.
Customer Reviews: Reviews are one of the best places to identify additional keywords that customers associate with the product. Look for common phrases that appear frequently in reviews—these could be potential keywords to add to your own listing.

Leveraging Product Page Analysis for Keyword Expansion

Once you’ve identified relevant keywords from competitor listings, consider how they can be integrated into your own product pages. For example, if you notice that many competitors are using the phrase “ergonomic design” in their bullet points, and it’s relevant to your product, you might want to add it to your own listing.

Moreover, by looking at customer feedback and common complaints or praises, you can identify keywords that reflect customer pain points or product benefits. If customers frequently mention the importance of “battery life” in their reviews, you could include this as a keyword in your listing to target those specific needs.

Using Amazon’s Search Term Report (Backend Keywords)

Amazon’s Search Term Report is a powerful tool that allows sellers to optimize their product listings with additional keywords. Also known as backend keywords, these are the terms you enter in the “Search Terms” field in Amazon Seller Central. These keywords are not visible to customers on your product page. They are, however, crucial for improving your product’s visibility in Amazon’s search results.

What Are Backend Keywords?

Backend keywords are hidden keywords that you provide in the Seller Central interface. These keywords help Amazon’s A9 algorithm match your product to relevant search queries, but they don’t appear in the actual listing (i.e., title, bullet points, or description). Instead, they are stored in the backend of the product listing, helping Amazon understand your product’s broader range of keywords.

While they are not visible to customers, backend keywords still have a significant impact on your product’s ranking for relevant searches. They help Amazon index your product for terms that may not fit naturally into your visible listing but are still important for driving traffic.

How to Access and Use the Search Term Report

To access backend keywords in Amazon Seller Central:

Log in to Amazon Seller Central: Go to your account dashboard and navigate to the Inventory tab.
Select the Product Listing: Choose the product for which you want to edit backend keywords.
Edit Product Information: Go to the product’s listing details, and scroll down to the “Keywords” section under the “Edit” tab.
Enter Backend Keywords: In the “Search Terms” field, you can enter relevant keywords that you want Amazon to index your product for.

Backend keywords should include terms that are not already covered in your product title, bullet points, or description. For example, you might include synonyms, alternate spellings, or related terms that customers could use when searching for your product.

Best Practices for Choosing Backend Keywords

Use Synonyms and Variations: Include different variations of your main keywords that shoppers might use. For instance, if you’re selling “wireless headphones,” consider adding variations like “bluetooth headphones” or “cordless headphones” as backend keywords. This ensures your product is matched with a wider array of searches.
Include Common Misspellings: People sometimes misspell words when searching online. Including common misspellings in your backend keywords can help you capture more search traffic. For example, if you’re selling “headphones,” you might want to add “hedphones” or “headfones.”
Regional Keywords: If you sell in multiple regions, ensure that you include regional variations of keywords. For example, in the UK, “trainers” might be more commonly used than “sneakers,”. Including both versions would help your product show up in both search results.
Avoid Repeating Keywords: Don’t use the same keywords in both your visible listing and backend search terms. This is a waste of space and doesn’t improve your ranking. Instead, focus on keywords that complement your visible content without repeating them.
Don’t Use Brand Names or Trademarked Terms: It might be tempting to include popular brand names or trademarks. However, Amazon’s policies prohibit the use of brand names that you don’t own or have permission to use. Always stick to terms that are relevant to your product and compliant with Amazon’s rules.

Backend Keywords and A9: How They Help with Rankings

Backend keywords allow you to target additional relevant terms that A9 uses to index products. By adding a wide variety of relevant keywords, you help Amazon’s A9 better understand your product, thus improving its chances of being shown to potential customers.

Backend keywords are not visible to shoppers. However, they directly affect how products are displayed in search results. By filling out the backend search terms properly and optimizing them regularly, you can increase the likelihood of your product being matched to a relevant search query.

Mastering Amazon Keyword Research with Free Tools

In conclusion, mastering Amazon keyword research is one of the most effective ways to boost the visibility of your products. By understanding how Amazon’s A9 algorithm works and leveraging free tools like Amazon’s auto-suggest, related searches, product pages, and backend keywords, you can optimize your product listings to better match customer search intent. Additionally Amazon listing tools such as Eselt are important when it comes to properly structuring your listing.

Keyword relevance plays a significant role in improving your ranking. By focusing on the right keywords you can ensure that your product is discoverable by the right audience. Additionally, regularly updating your keyword strategy by exploring Amazon’s built-in resources will help you stay ahead of market trends and maintain your competitive edge.