How to Improve Your Ranking with the Right Amazon Keyword Tool!
SEO – this initially sounds like Google to most people. However, Amazon sellers should also engage with the topic of search engine optimization and use an Amazon keyword tool to research relevant search terms, as the winning of the Buy Box is crucial, along with ranking within search results, 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:
The search terms that users enter on Amazon are not always immediately apparent. Therefore, sellers should not rely solely on their intuition but also use an appropriate 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 for identifying relevant search terms for Amazon, and look at where sellers can actually enter keywords.
5 Tools for Perfect Amazon Keyword Analysis
Keywords are the fuel for search engines. Complex calculations by the algorithm assign those results to the search query that most likely match the user’s intent. Unlike Google, however, Amazon primarily tries to recognize the user’s purchasing intent. Therefore, it would be incorrect to use the same SEO keywords on Amazon as you would on Google. Additionally, each company uses its own algorithm with its own parameters, and while Google scans the entire internet, Amazon only searches the data from its own platform.
Additionally, most online shoppers use Amazon to search for products, and they typically approach the search with a specific purchasing intent. Therefore, sellers should tailor their keyword analysis specifically for Amazon and also use appropriate tools to achieve optimal research results.
Sistrix: Amazon Keyword Tool – Free and Accessible
The AMZ tools from Sistrix 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 ranking and keyword data are updated daily and weekly, but at least monthly. Those without an account can make up to ten search queries per day and will receive relevant additional AMZ keywords. With an account, usage is even free of charge without restrictions.
ShopDoc: Amazon Keyword Research Tool with Account
Another option 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 filtering options. For example, users 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 by Amazon suggests to obtain the most relevant search terms. Keywords that do not yet have a PPC campaign running can also be searched for.
What are Amazon Suggests? Amazon Suggests are the autocomplete suggestions from the search function of the online giant. They appear as soon as words or even just letters are typed into the search input field and consist of the most frequently searched terms.
Keywordtool.io: Free, but Less Comprehensive
In addition to Google or eBay, you can also find search terms specifically from Amazon on keywordtool.io. However, the keyword analysis here is less comprehensive than that of ShopDoc or Sistrix and does not include estimated search volumes for Amazon in the free version. The advantage is that comparing with Google, eBay, or Instagram keywords is quick and easy, as the corresponding search windows are just a click away. In the “negative keywords” field, you can also exclude those that the Amazon keyword tool should not consider in the results.
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 by country, as KTD allows you to focus on Amazon Germany or Amazon UK, for example. Additionally, you can search by product name and compile your own list from the results. However, only three free searches are allowed per day.
Strategies for Amazon Without a Keyword Tool: How to Find Additional Relevant Search Terms!
Keyword analysis using a tool is not the only way for Amazon sellers to improve their ranking. While the software is certainly the most important tool, it can be effectively complemented by other strategies to optimize the results.
→ Use Your Own Head
Especially with private label products, it holds true: you as the seller know your product best! Be clear about the unique selling points you can offer and consider – possibly 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 to search 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 autocomplete feature suggests additional relevant keywords – specifically those that have been most frequently searched in combination with the entered term. Sellers can take advantage of this function and, for example, go through the alphabet using the schema “Keyword + a,” “Keyword + b,” etc., to discover 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 volume 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 identified through the autocomplete feature.
→ 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, it is difficult to have an 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” (television), for example, the thesaurus suggests several other words like TV or Patschenkino (Austrian slang).
→ Monitor Competitors and Keywords
This is also a feature that is often included in a good Amazon keyword tool. Nevertheless, it can be beneficial to keep an eye on the product pages of competitors. What keywords appear in the title and product information, and what other items did customers purchase after viewing a specific product? This way, sellers can gain a good sense of the search intent that customers have with a keyword and how the competition addresses that intent. Also interesting: What keywords are the competitors’ PPC campaigns running on?
Got all the 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 allowable length may vary depending on the product category. To ensure that titles and other elements are fully displayed and can be found in searches without issues, it is best to follow Amazon’s style guides.
Depending on the product category, additional input fields may be available. The so-called Target Audience Keywords help Amazon determine the target audience, for example. In general, sellers should also utilize 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 essential. In addition to keyword optimization and research, other functions such as ASIN analysis can also be useful. Despite all the automated technology, sellers should always reflect on which keywords are truly worthwhile to use and which ones are worth a PPC campaign. When in doubt, one should manually search for suitable search terms. The search intent of potential buyers and the ranking of competitors can serve as a guide in this process.
The most important keywords should be included in the product title and 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 limit 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
