- Lena R. Liberman
- On December 10, 2019
- amazon keyword research, amazon keyword tool, amazon keyword tool tips
Sourcing Amazon keywords successfully and advantageously means having a handle on two types of terms that resonate with buyers:
- The Must-Haves: Core terms that shoppers perennially use to search for your products and similar ones. Rank high for these keywords by optimizing your listings and running effective ad campaigns.
- The Winners Beyond: Less-obvious keyword gems that you find but your competitors don’t. Finding these requires some digging, but when you hit upon them, you’ve got an incredibly powerful edge.
So where can you find and mine these Amazon keyword gems? Here are the 9 spots for sourcing keywords that go beyond basics and can deliver differentiators.
1. The User Search Term Report: Literally the list of words that shoppers are inputting to find your product. You’ll see surprises and opportunities.
2. ASINs in the User Search Term Report: Look for terms that start with B followed by a string of numbers.
These are ASINs and their presence in this report indicates that your product appeared on another product page and was clicked. When the user clicked on your product, Amazon associated the click with the original ASIN rather than a keyword.
Basically this means that there is something in your listing and that other ASIN’s listing that Amazon’s algorithm has linked.
What now? Check out the other ASIN to see what’s going on. If the connection with your product makes sense, revise/optimize your listing based on this so that you become the match rather than your competitor.
3. Auto-Target Sponsored Products Ads Campaigns: Amazon’s auto-target campaigns are sure to pick up something you missed, so always keep them running with low budgets. You’ll get some sales from there, but more valuable will be the keywords you pick up.
4. Reverse ASIN Lookups Using Scope: Scope shows you the Amazon keywords that are driving organic sales for an ASIN. These keywords are ranked so you can see their impact.
You’ll also see CPC, user search terms connections, and the estimated sales the keyword has generated for a particular ASIN in the past 30 days.
5. Ignite Suggestions: Use the Ignite advertising platform and you’ll get intelligent keyword (and bid) suggestions based on historical data. Set the confidence and importance levels of these suggestions so that you control what Ignite recommends based on your advertising goals and risk tolerance.
6. Product Reviews—Yours and Your Competitors’: In reviews, buyers often describe your products in ways that you never considered. Look at the language buyers use. Reviews tell you so much about your product and provide you with new keywords.
7. Top-Selling Competitor Listings: Look at the listings for top-ranking competitor products in your category. What are these brand owners saying and doing that you aren’t? What in their listing holds more appeal than what’s in your listing?
8. Channels Other Than Amazon: Search for your product and competing products on sites like Walmart, Ebay, and Target. You’ll find different keywords for those different audiences.
9. Friends and Family: Run a mini-focus group exercise. Show your product and ask friends and family to describe not only what it is, but what it does and the benefits. This can spark a discussion full of potential keywords.
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