Amazon Keyword Research (The Ultimate Guide 2023)

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Amazon Keyword Research Strategy

  • Keywords play a significant role in every successful strategy for improving search rank on Amazon.
  • Also, it is important for brands and sellers to continually optimize and refine their Amazon keyword research strategies to capitalize on top-trending keywords.

Topics covered in this blog:

  • Amazon Keyword Research Strategy
  • Setting goals and priorities
  • Account for Different Keyword Types
  • Finding the Right Keywords

Setting goals and priorities

  • Before diving into researching new keywords for your products, it is important to determine what goals you want to achieve. So that you can prioritize your time and focus on making changes that will make an impact. 
  • For example, if your goal is to improve a product’s search rankings to drive sales, it will require a different keyword research approach than what would be needed for launching a new product.

Account for Different Keyword Types

  • There are several functions for keywords in any Amazon strategy, including those for organic and paid initiatives, as well as several different keyword types within those functions.
  • When it comes to organic search visibility, keywords can be leveraged on the front end and back end of your product detail pages.
  • Amazon’s front end keywords are found on product listings within product titles, bullet points, product descriptions, and other key aspects of the page. For further information on mentioned points visit Cataloging & Product Listing
  • Front end keywords are more forward facing and visible to potential customers.
  • In general, make sure you follow Amazon guidelines and best practices for using front end keywords on product listings, ensuring they are precise, relevant, and have high search volume.
  • On the other hand, Amazon back end keywords play a behind-the-scenes role, allowing you to further optimize product listings for search ability using hidden terms that are not publicly displayed.
  • Amazon allows you to use up to 250 bytes for a product listing’s back end keywords, giving you the space to use other top-performing keywords that are not included in the front end content.
  • Again, it is important to follow Amazon guidelines while implementing back end keywords, so make sure they are relevant.
  • Regarding your PPC ad campaigns on Amazon, there are several keyword match types to consider: broad, phrase, or exact.
  • Broad match ads appear when a customer’s search uses all of a keyword’s terms or its close variants, while phrase match ads are limited to searches involving an exact keyword or a sequence of words that includes the exact keyword. Meanwhile, exact match ads only appear when the exact keyword is searched for, and will not appear if other words are included.

Finding the Right Keywords

  • While it may sound obvious, you want to focus on finding keywords that are generating the most traffic. However, they need to be specific and relevant to your product, allowing it to stand out from the noise.
  • For example, the word “t-shirt” may be a popular search term, but optimizing for that keyword alone will not be enough to give it a significant search results boost. Here is where longtail search terms come into play. 
  • These longer, more specific keywords may not always boast the highest search volume, however, they are often more effective at driving traffic since they are more relevant to a customer’s search intent.
  • So, building off the previous example, you would want to optimize for “rock t-shirts” or “vintage rock t-shirts” instead of just the singular word.
  • As you conduct your Amazon keyword research, make sure you are honing in on the right keywords and high-ranking variations that will drive results.


  • Since there are so many aspects to Amazon keyword research that need to be accounted for, it can often be difficult and time-consuming for businesses to fully optimize their product pages on their own. 
  • Get the most out of your strategies by working with our experts, who know how to conduct thorough keyword research and maximize results.

The right time to get started with your business is now. Sellersupport makes it easy to understand the market, customer dynamics, and product building, to keep your Amazon sales in a supercharged model.

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