How to improve your ranking with the right Amazon keyword tool!
SEO – for most, this initially sounds like Google. But Amazon sellers should also deal with the topic of search engine optimization and use an Amazon keyword tool to research relevant search terms, because in addition to the winning of the Buy Box, ranking within the search results is crucial to attract users and generate sales. After all, no one checks page 2 of the search results. In fact, the average user is highly likely to click on one of the first three products or even refine the keyword and repeat their search query.
Sellers who are not found among the top results have little chance of making a sale. The key here is thorough optimization:
Which search terms users enter on Amazon is not always immediately apparent. Therefore, sellers should not rely solely on their intuition but also use a corresponding Amazon keyword tool for research. Only then is an efficient, data-driven ranking improvement possible. In this article, we will introduce you to five tools for successful Amazon keyword research, examine additional strategies to identify relevant search terms for Amazon, and look at where sellers can actually enter keywords.
5 Tools for the perfect Amazon keyword analysis
Keywords are the fuel of search engines. Complicated calculations of the algorithm assign those results to the search query that are most likely to meet the user’s intent. Unlike Google, however, Amazon primarily tries to recognize the user’s purchase intent. Therefore, it would be incorrect to use the same SEO keywords on Amazon as on Google. Additionally, each of the two companies uses its own algorithm with its own parameters, and while Google scans the entire internet, Amazon only searches the data of its own platform.
Additionally: Most online shoppers use Amazon to search for products, and they usually approach the search with a specific purchase intent. Therefore, sellers should tailor the keyword analysis specifically for Amazon and also use appropriate tools to achieve optimal research results.
Sistrix: Amazon Keyword Tool – free and publicly accessible
The AMZ tools from Sistrix also include the option for keyword research. The tool searches its own database, which is fed from various sources – including real user data. Additionally, Sistrix promises to always be up-to-date, as the ranking and keyword data are updated partially daily and weekly, but at least monthly. Those without an account can make up to ten search queries daily and will then be shown suitable additional AMZ keywords. With an account, usage is even possible for free without restrictions.
ShopDoc: Amazon Keyword Research Tool with Account
Another way to start the keyword search for Amazon is the Keyfinder from ShopDoc. Although this is only accessible after creating a free account, the software offers some interesting filter options. For example, the user can specify whether the searched keyword should be at the beginning, at the end, or simply included in general. The maximum number of terms can also be set. Additionally, the results can be filtered according to Amazon suggests to obtain the most relevant search terms. Keywords that do not yet have a PPC campaign running can also be searched.
What are Amazon suggests? The Amazon suggests are the autocomplete suggestions of the search function of the online giant. They appear as soon as words or even just letters are typed in the search input field and consist of the most frequently searched terms.
Keywordtool.io: Free, but less comprehensive
In addition to Google or Ebay, search terms specifically from Amazon can also be found on keywordtool.io. However, the keyword analysis here is less extensive than that of ShopDoc or Sistrix and does not include estimated search volumes for Amazon in the free version. The advantage: The comparison with Google, Ebay, or Instagram keywords is quick and easy to do, as the corresponding search windows are just a click away. In the field “negative keywords,” those can also be excluded that the Amazon keyword tool should not consider in the result list.
Keyword Tool Dominator (KTD) for Amazon – country-specific search
This keyword analysis software is particularly interesting for sellers who operate in various markets and want to tailor their keyword optimization according to the country, as KTD allows you to consider only Amazon Germany or Amazon UK, for example. Additionally, you can also search by product names here and compile your own list from the results. However, only three free searches are possible per day.
Strategies for Amazon without a keyword tool: How to find additional relevant search terms!
The keyword analysis using a tool is not the only way for Amazon sellers to improve their ranking. Certainly, the software is the most important tool – but it can be sensibly complemented by other strategies, thereby optimizing the result.
→ Use your own head
Especially for private label products, the rule is: You as the seller know your product best! Make it clear to yourself what unique selling points you can bring to the table and consider – possibly also with your team – which keywords would make sense to use, even if the Amazon keyword tool may not have directly suggested them. Check these terms with the analysis tool of your choice and clarify who your target audience is and how they are likely searching for a product.
→ Use Amazon Suggest
What the backend-designed keyword tool can do, sellers can also achieve manually on a smaller scale. Once the Amazon user types a search term into the input field, the auto-completion suggests additional relevant keywords – specifically those that have been searched most frequently in combination with the entered term. Sellers can take advantage of this function and, for example, go through the alphabet using the pattern “keyword + a,” “keyword + b,” etc., to find the most common combinations. Often, the Amazon keyword tool already performs this analysis.
Search volumes: A guarded secret? Yes!
Many, but not all Amazon keyword tools provide search volumes for individual keywords. However, these are only estimated figures, as Amazon keeps the search volume of keywords under wraps, unlike Google. However, at least the keywords with the highest search volumes can be reliably determined through auto-completion.
→ Include colloquial language and synonyms
The German-speaking market, especially, is not lacking in colloquial and dialectal expressions influenced by Austrian and Swiss regions. As a seller, however, one has little overview of all synonyms for a keyword. Databases like openthesaurus.de can provide important clues about which other terms may be relevant. For the keyword “Fernseher,” for example, the thesaurus suggests several other words like TV or Patschenkino (Austrian).
→ Monitor competitors and keywords
This is also a function that is often already included in a good Amazon keyword tool. Nevertheless, it can be worthwhile to keep an eye on the product pages of competitors. Which keywords appear in the title and product information, and which other items did customers purchase after viewing a specific product? In this way, sellers can get a good sense of what search intent the customer is pursuing with a keyword and how the competition addresses that intent. Also interesting: What keywords are the competitors’ PPC campaigns running on?
All keywords together? These fields are available!
Sellers can use various input fields to incorporate the results of their keyword research with the Amazon keyword tool:
Attention! Previously, Amazon limited backend keywords to 250 bytes. Since an update in August 2018, the characters have been limited to a total of 249 bytes per field. Sellers should definitely adhere to this value; otherwise, the algorithm may ignore all backend keywords. However, the permissible length may vary depending on the product category. To ensure that titles and the like are displayed completely and can be found in search without issues, it is best to follow Amazon’s style guides.
Depending on the product category, additional input fields may be added. The so-called target audience keywords help Amazon, for example, to determine the target audience. In general, sellers should also use these fields to make it as easy as possible for the algorithm.
Conclusion: From Tool to Ranking
To sell successfully as a seller on the online marketplace, an appropriate Amazon keyword tool is indispensable. In addition to keyword optimization or research, other functions such as ASIN analysis can also be useful. Despite all the automated technology, sellers should always reflect on which keywords are actually worth using and which ones are worth a PPC campaign. In case of doubt, one should manually search for suitable search terms. The search intent of potential buyers and the ranking of competitors can serve as a guideline.
The most important keywords belong in the product title and the bullet points, while less relevant ones can be placed in the product description. In the backend, it is crucial to provide additional important keywords without exceeding the maximum character count or repeating keywords already used in the frontend. Repetitions or punctuation marks are not necessary.
Image credits in the order of the images: © Bits and Splits – stock.adobe.com / Screenshot @ Sistrix / Screenshot @ ShopDoc / Screenshot @ Keywordtool.io / Screenshot @ KTD / © Aleksei – stock.adobe.com
