Amazon keyword research is the process of identifying search terms (that are hyper-relevant to your product and highly searched for in Amazon’s search engine) so that you may optimize your product listing accordingly. The ultimate goal is to “rank” for these phrases at the top of Amazon’s search results.

Amazon keyword research is important because it enables your product listing to appear in the organic search results of Amazon’s search engine, which increases your product visibility and opportunities to convert potential customers into actual customers. 

After you’ve identified the keywords you’d like to rank in Amazon’s search results for, you’ll need to work those into the various parts of the product description (Title, Bullet Points, Description, Search Terms, etc.). You can use a tool like Listing Builder to optimize your product listing with your target keywords. 

A “keyword ranking” is the placement of your product listing in Amazon’s search engine based on a specific search term someone types into Amazon. If your keyword ranking is #1, your product is at the very top of Amazon’s search results when someone searches that keyword. If it’s #2, you’re directly after the top result.

Amazon keyword rankings are determined by a number of factors, such as: the number and quality of reviews, the optimization level of the product listing, the number of sales a product listing has generated, etc.

By utilizing a third-party solution like Helium 10’s Cerebro or Magnet, sellers are able to easily find Amazon keyword search volume with some of the most accurate data on the market. By inputting a keyword or existing Amazon ASIN, Magnet and Cerebro return thousands of related keywords with several helpful metrics for each one, including estimated Amazon keyword search volume. 

Third-party solutions like Helium 10’s Magnet allow sellers to easily view Amazon keyword search trends. This includes 30-day search volume changes, estimated search volume dating back multiple years, and average competing products. Sellers can use these Amazon keyword search trends to make important decisions when it comes to including keywords in their product listings. 

In order to rank for keywords on Amazon, you must optimize your product listing with highly relevant keywords, and position your listing to succeed in other ways (i.e. increase the number of positive reviews, include Enhanced Brand Content, etc.). When researching how to rank for keywords on Amazon, you will often find the best keywords are those that are hyper-relevant to your product listing, high in search volume, and low in competition. Once collected, you want to naturally include these keywords throughout your product listing to help the Amazon algorithms rank your product based on its keyword relevance. 

By using Helium 10’s Amazon competitor analysis tool, Cerebro, you can easily identify keywords that competitor products are ranking for. Simply plug in an ASIN (up to 10) and instantly see competitors’ keywords on Amazon using a variety of filters, sorting options, metrics, and sales graphs. Pay attention to which keywords are working for your competition, as well as the keywords that aren’t working; both sides of the coin are important considerations as you optimize your listing. 

Helium 10’s Magnet and Cerebro are two of the best Amazon keyword research tools on the market. Magnet enables you to conduct exploratory keyword research with a number of filters (Search Volume, # of Competing Products, Title Density) and data points (Keyword Sales, Magnet IQ Score, Search Volume, Search Volume Trend, etc.) to identify viable opportunities. Cerebro enables you to conduct a competitive analysis of your competitors’ keyword targets so you can reverse engineer their work.