What Are Amazon SEO Keywords?
Amazon SEO keywords are the search terms that shoppers use when looking for products on Amazon. These keywords help Amazon's algorithm (A9) understand what your product is about so it can match it to relevant search queries. Unlike Google SEO, which considers backlinks and site authority, Amazon search engine optimization focuses on sales performance, relevance, and keyword matching.
Why Are Keywords Important on Amazon?
When customers search on Amazon, they’re often ready to buy. If your product listing includes the right Amazon SEO keywords, it has a better chance of appearing on the first page of search results. This means more visibility, more clicks, and ultimately, more sales.
Using the correct keywords can:
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Improve organic rankings
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Increase impressions and traffic
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Boost conversion rates
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Enhance ad targeting in Amazon PPC campaigns
Types of Amazon Keywords You Should Use
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Primary Keywords
These are high-volume keywords closely related to your product. For example, for a stainless-steel water bottle, primary keywords could be "insulated water bottle" or "metal water bottle." -
Long-Tail Keywords
These are more specific phrases like "32 oz leak-proof stainless steel water bottle." They may have lower search volumes but often convert better. -
Backend Keywords (Hidden Keywords)
These are placed in the backend of your listing and help Amazon match your product to more search queries without cluttering the visible content. -
Brand and Competitor Keywords
Use your own brand name and research competitor keywords to capture additional traffic and impressions.
Where to Place Amazon SEO Keywords in Your Listing
To make the most of your Amazon product optimization, strategically place your keywords in:
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Product Title (most weight)
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Bullet Points
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Product Description
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Backend Search Terms
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A+ Content (for brand-registered sellers)
How to Find the Best Amazon Keywords
Here are some methods and tools to help you discover effective Amazon SEO keywords:
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Amazon Auto-Suggest – Start typing your product name and see suggestions.
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Competitor Listings – Analyze top competitors' titles and bullets.
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Keyword Tools – Use tools like Helium 10, Jungle Scout, or AMZScout.
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Customer Reviews – Look for recurring terms customers use to describe your product.
Amazon SEO Keywords Best Practices
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Use all available character limits wisely, especially in the title and backend fields.
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Avoid keyword stuffing – make the content readable and engaging.
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Focus on both high-volume and long-tail keywords.
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Update your keywords periodically based on performance and trends.
Final Thoughts
Mastering Amazon SEO keywords is a key part of a winning Amazon strategy. By thoroughly researching and strategically placing the right keywords, you can increase your product’s discoverability and drive more sales. Keep testing, optimizing, and refining your keyword strategy to stay ahead in the marketplace.