What is Amazon keyword research?
As the name suggests, keyword research is a task that identifies popular words people enter into the search bar. Keyword research gives a clear understanding of how high the demand for some words is. Ultimately by researching the words people most frequently use, you can drive in the right prospect to your product- prospects that are going to purchase your product.
Why is keyword research important on Amazon?
Amazon keyword research should be of primary focus when you first launch your product as an Amazon seller. On a platform like Amazon, it is a fundamental theory that your product must be seen by your customer before they are clicked, scanned, and ultimately purchased.
If you are able to access properly, the most important keywords under your particular niche will increase your revenue potential. You can’t just upload a picture of your product and hope it will be the bestseller.
The most crucial aspect of boosting your sales in this platform is knowing to optimize your product listing. Without strong keyword practices, the products you sell on Amazon are irrelevant. Properly researched and targeted Amazon keywords are the lifeblood of your listing.
You should have a list of keywords that covers all relevant queries from customers. This list is useful for keyword optimization and ranking optimization when you define the identified keywords for your amazon products. This way they can be commonly found clicked and purchased.
How does keyword research work?
Amazon wants its customers to find the best match for what they search for. The sole intent is likely to sell a particular product as fast as possible. If you don’t have the exact words for your product that won’t match the customers’ search then your product won’t be shown on their list.
You need to be seen in order to sell your products. More than two-thirds of the product click comes from the first page and one third from the first row alone. If you can’t make it to the first row alone then you are in no position of making money sooner.
This is the main reason why you need to optimize Amazon product listing. Carry out Amazon keyword research and exhaust all possibilities of search terms for your customers. You must by any means find those keywords.
To perfectly understand how keyword research works, you need to have an idea about how the Amazon search algorithm works. The Amazon algorithm is known as A9. A9 is a system that Amazon uses to decide how a specific product is ranked in the search engine. Amazon being a business, A9 puts a strong emphasis on sales conversion rate.
As soon as the customer enters any words, there is only a fraction of a second within which Amazon displays numerous products. This is only possible because A9 has a large pool of words and its algorithm is set in such a way that with the help of keywords set for any product it emphasizes which product to show first and which to show later on the page.
A9’s recommendations are directly influenced by four factors: product availability, text match relevancy, price, and sales velocity. That is why you must be creative and think about what your ideal customer would search for.
Where to include keywords?
Now that you have understood the importance of Amazon keyword research in product optimization, it is time to know where the keywords should be included for ultimate benefit.
From a keyword perspective, product title is probably the most important part of your listing in the Amazon search results.
Let’s take a practical scenario. If you search for any product do you go to each product and look into its description individually?
Nope. Only insane people would do that.
Most of the people look for the product title and click that product which is most relevant to his need. Customers will mostly search for product type and brand name. So you have to include the most relevant keyword at the beginning of your product title in the form of product type, brand name, etc.
This is the chance to sell your product. Include as many keywords as possible in the product description but don’t burden it with words. It should be legible and interesting to read.
Include the keywords that couldn’t make its place in the product title. Your customers are here because of your outstanding product title. And now it’s time to gently nudge them towards the “Buy Now” or “Add to Cart” button.
Your words in the bullet points should describe the urgency for the customer to buy the product immediately. Optimization of the product description page is also equally important because the A9 algorithm will use the keywords in the search results.
Bankend keywords are search terms that you can add to the back of your listings. It provides more information about the product to Amazon. This information is not visible to the customers. It is a simple process where you have to fill the keywords in the five fields of your seller central backend.
If you optimize your backend keywords, you can take the lead in front of all other sellers who do not care about this. The backend information allows only 250 bytes for the description.
So it should be carefully used. Keywords already used in the product titles and descriptions should be avoided. You can boost your search by mastering your product research backend keyword.
Common Amazon Keyword Research Methods
If you want to succeed in Amazon business then you have to stick to the rule i.e. perform keyword research. We will teach you some of the methods of how you can do that.
Personal experience: Using your own experience is a vital way to get into the head of your customer. Think carefully. Use your common sense.
What would you do if you are buying something?
What problems would you be facing?
What is the demand of time? And by what word would you express the search in the search bar?
Take all the possibilities into account. You can visit community or groups on Facebook and type in your related words. There may be a possibility that people are using some abbreviations to denote the product or some acronyms.
Zonbase: Zonbase is an all-in-one software where you will find all the tools required for Amazon. It provides the Keywords tool to provide the best target keywords for your amazon products.
Amazon Autocomplete: This is the free keyword tool provided by Amazon. It is quick and easy because you can find how actually your prospects use Amazon. You just need to type in the search bar and look at the long list of keyword suggestions.
Related products on Amazon: You will find the related product on Amazon under “Customer who bought this item also bought this”. Everything you see under “Frequently bought together” is a complement to the product. This will help you to make a comparative analysis of the products. Skimming through product titles can also give you some keywords you have forgotten that are synonyms.
Research Competitors: You are not the first and definitely won’t be the last business to be doing Amazon keyword research for your particular product. People have been there and so it is worth that you check out the terms they come up and compare them to your list.
Search for primary and secondary keywords
In order to ensure that you have the most extensive list of keywords, separate them into primary and secondary keywords.
Primary keywords are the words that exactly describe your product or the closest match. Let’s say if you are selling a “TV remote” then TV remote is your primary keyword. It describes the functionality of your product and it’s identity.
Secondary keywords on the other hand are not directly related to your product. These can be more like a group of people or gender ( e.g men’s, ladies’). For the remote above you can take secondary keywords like battery-operated or you can use some colors like white or red etc.
You have to carefully select the primary and secondary keywords and systematically analyze their combination so that you can add them to your product listing.
Cross-check on what you are ranking on Google.
About 54% of the product searchers begin their search on Amazon and rest is shared by other websites. Google is the most powerful search engine and used by almost all internet users. That’s exactly why you should incorporate Google in your keyword research strategy. Google and Amazon can work together for your advantage.
For instance, a person searches a product on Google, stumbles across it on your website, and when he wants to purchase a similar product on Amazon he sees your product on the top listing. He will definitely buy your product without a second thought.
Amazon Keyword Research Tools
Amazon’s keyword tools can help you gather keywords and boost your sales. There are a multitude of tools for keyword research available and no doubt, tools are the most reliable methods of finding relevant keywords that people use these days. It’s basically because people don’t want to use their brains and almost all the people in the world have become mechanical.
You should choose the best keyword research tool based on your requirement and budget. Of course, they cost money and you have to invest money to generate money. That is the fundamental principle of business. That’s why you should do a bit of research to determine the one best for you. Here are some of the most used keyword research tools.
- Viral Lunch
- Helium 10
- Google Keyword Planner
With the right Amazon keyword research strategy and the right Amazon keyword research tool, you will definitely make your product visible to much more high-value prospects.
You should not be impatient to get your product listed as it may ruin the entire process. The more time and effort you put in this step, the later you will get eliminated from this competition. Avoid subjective keywords, just describe your product with the keywords.
But of course, you will have a chance to go back and optimize the listing time and again. It is advisable to optimize your listing every six months to ensure that you are across all keywords and getting maximum exposure.