How to improve your ranking with the best Amazon keyword research tool!
SEO - to most people that sounds like Google. Maybe to you as an Amazon seller this word leaves a bad taste in your mouth. But let’s face it: Amazon has become increasingly a search engine on its own. Not for websites but for products. And if you want your products to be found on Amazon you need to incorporate the right set of keywords into your product description. Without an optimized product page, the chances of your offer being found are very low because nobody clicks through to the second search result page. To be more precise, most users click one of the first three results.
To have only a slightly chance search optimization is crucial:
When it comes to the keywords users may type into the search field the result is not always obvious. Sellers should not rely too heavily on their intuition but use a professional Amazon keyword tool. Only then an efficient, data-driven ranking optimization is possible. Below we will introduce 5 different tools for your successful keyword research. Furthermore, we will explore different strategies to come up with relevant search terms as well as how to incorporate these terms into your product detail page.
5 Amazon keyword tools (for free) for finding the perfect keywords on Amazon
Every search engine runs on search terms. Sophisticated calculations in the background match the intent of the user with the search results. The higher the matching probability is the higher the result ranks. Different platforms use different algorithms that work with different parameters. Unlike Google’s Algorithm which scans the whole internet for the best matching website, Amazon’s A9 Algorithm is solely a product search engine, which crawls through its own database. And since Amazon always assumes the user’s intention is to buy a product it would be wrong to work with the same set of keywords on both platforms.
In addition, sellers need to take the users buying intention into account when searching for the right Amazon keywords. An Amazon dedicated tool is recommended to realize the best research for that platform.
Sistrix: Amazon keyword tool - free
The AMZ toolbox from Sistrix contains among other functionalities also an Amazon keyword research. It crawls through its own database, which is compiled from different sources - even real user data. Sistrix proposes to have the most current Amazon keyword rankings and keyword information due to daily and weekly, but at least monthly, updates. Without an account up to 10 daily searches are possible. With a free account, this limit is completely lifted for free.
Sonar by Sellics: Amazon search terms finder
The free to use “Sonar” tool from Sellics, a provider of a whole Amazon tool suite including an Amazon keyword ranking tool, proves its utility with different Amazon keyword research functions. By entering a keyword users get related, often searched keywords. But also a backward search is implemented where the user enters an ASIN and “Sonar” gives back all keywords for which this product ranks on Amazon. The only downside is that the complete list of search terms can only be downloaded but not viewed in the browser.
Keywordtool.io: free of charge but not so comprehensive
Keywordtool.io already gained some traction when it comes to keyword research for Google. But it also provides a database of Amazon keywords which is just one click away from the Google database and also the eBay database. With this, a comparison between the platforms is very convenient. Another advantage is the possibility to exclude “negative keywords” from the search result. But unlike Sonar the free version of this Amazon keyword tool does not show the Amazon search volume for each keyword. This feature is unlocked with a paid plan.
Keyword-Tool-Dominator (KTD) for Amazon - local search
For sellers who are involved in cross border trade, this Amazon keyword search tool is perfect due to its capability to distinguish the keywords between different countries. You can choose for example if you just want to crawl the Amazon Germany database or just the Amazon UK database. Another feature is the search based on the product name. Unfortunately, only three queries per day are free.
Keywords Everywhere - Amazon keyword tool as Chrome extension
This Amazon keyword tool is available not only for Chrome but also for Firefox. After installing the extension you just type your Amazon search term. While Amazon unfolds its suggested functionality Keywords Everywhere enriches the suggestions with estimated search volumes. Another really handy feature is the Amazon keyword tracker on product pages called “Keyword Density Analysis”. Although at Amazon the density of a keyword is not a factor at all this function still provides some very good insights on your competing products. Just browse to a product you are interested in, click on “Analyze Page” and the extension comes up with a list of keywords that exist on that page, along with their search volume and estimated click price for advertising. By the way, did we mention that it is completely free of charge?
Amazon-Suggests is the name of the suggestions which come from the auto-complete function. They appear as soon as you start typing your search phrase into the search field. The suggestions are ordered by the frequency they are typed in. Some Amazon keyword suggestion tools utilize this function for their own needs.
Strategies without Amazon keyword research tools: Find more relevant keywords
While an Amazon keyword tool is a very important building block in your ranking efforts it should be complemented by other strategies.
Use your brain
Not only but especially for Private Label sellers: You know your product better than anybody else. Put yourself in the shoes of your customers and try to guess which keywords they would use to find your product. Also, keep your unique selling propositions in mind. If possible, have a brainstorming session with your team. Thereby, you might come up with key phrases the keyword tools did not find. After gathering a vast list of keywords you still should re-check them with your Amazon keyword research tool of choice.
Use Amazon Suggest
As explained earlier the auto-complete functionality of Amazon can be used to find more keywords. Although it might be kind of a diligent but routine piece of work you can search for new keywords by entering the pattern “keyword + a”, “keyword + b” and so on. Go through the whole alphabet to find all interesting combinations. Utilize also the tool Keywords Everywhere to easily get the estimated search volume.
Amazon search volume: a kept secret
Some Amazon keyword tools show estimated search volumes for each keyword. The tools are only able to estimate because, unlike Google, Amazon keeps the search volume for each keyword a secret. But with the auto-complete function, everybody can get at least the keywords with the highest search volume.
Use informal language as well as synonyms
Thinking about the English language you will agree with me if I say that British English differs widely from US English as well as from Australian English. Regarding your target market, you should take into account that British people might use different keywords to search for the same thing as US customers. To cover this issue the usage of thesaurus.com can be of great help.
Watch competitors keywords
Whenever you think of suitable keywords for your own product a good start is to look at your competing products. What terms do they use in titles and bullet points? What products are recommended by Amazon’s recommendation engine? Also, this might help you to get a feeling for the search intent of your potential customers. Sonar and also Keywords Everywhere offers functions for exactly this.
Found all your Amazon keywords with a tool or other strategies? Incorporate them into your product detail page!
Now you found the most promising keywords it is important to know that for Amazon’s Algorithm A9 it matters where these keywords are included. In general, there are four fields where search terms can be positioned:
- 1Product title
The most important keywords go here. Although you have theoretically 250 Bytes for the title, Amazon recommends to shorten it to 80 due to the increased usage of mobile devices. So don’t spam the users with keywords, incorporate your most descriptive keywords in a well readable, and appealing title.
- 2Bullet points
The bullet points are the second most important position for your keywords. Although you have up to 2500 symbols (5 x 500 symbols) Amazon only uses the first 1000 for the search algorithm. That means you should describe your products with the most important search terms within the first 1000 letters.
- 3Backend keywords
In the backend, there is another possibility to enter keywords. These keywords are not shown on the product detail page. Here no separators are needed, no comma, no other interpunctions, and also no repetitions.
- 4Product description
The keywords incorporated in the product description should be the least important. Although Amazon crawls it, it is not yet clear how the content is used for the search algorithms. Especially for long-tail keywords the description might be a good place.
Caution! Since August 2018 the limitation for the backend keywords is 249 bytes. It is crucial to respect this limitation. Otherwise, the algorithm might ignore the backend keywords in general. But the limitations might vary from category to category. To play save you should look into the Amazon style guides to ensure your title and backend keywords do not exceed their limitations.
Depending on the category the product is listed in other fields might be available to place your Amazon search terms. For example, so-called “target audience keywords” help Amazon to distinguish the group of people the product is focused on. In general, sellers should use all available fields to make Amazon’s job as easy as possible.
Conclusion: Keyword tools help but are not the holy grail
Ranking defines success or failure in the marketplace. An Amazon keyword tool is a crucial part to optimize your ranking. Features extending solely Amazon keyword research can support your efforts. But besides all automated aid sellers should always evaluate which keywords really help their ranking and which can be reasonably used for PPC campaigns. Even manual research might be your way to go to find out more about the search intent of your target group.
The most important keywords belong in the title and bullet points. Minor relevant to the product description and the backend keywords. But always keep in mind the limitations of each fieldset by Amazon. Skipping them might result in ignoring all of your search optimization efforts.