Free Amazon keyword research tool

Reverse-engineer your top competitors' keywords

Start with a reverse ASIN lookup on 3 to 5 direct competitors, the products that show up when you search your main keywords. Paste their ASINs into the tool to see the keywords they rank for.

Look for keywords where competitors rank in the top 20 and you do not rank at all. These are your biggest gaps. Filter for a high demand score and a competition score under 60 to find demand you can win.

Tip: Run each competitor ASIN separately and look for keywords that show up for several of them. If three competitors rank for the same keyword and you do not, make it a priority.

Separate keywords by search intent

Not all keywords are equal. Someone searching "bluetooth headphones" is browsing. Someone searching "sony wh-1000xm5 noise cancelling" is ready to buy. Group your keywords into three buckets:

Broad (discovery): category terms with high volume. Use them in your title and in broad match campaigns.
Specific (consideration): feature terms such as "wireless headphones with mic for office". Use them in bullet points and phrase match campaigns.
Purchase intent: brand names, model numbers and comparison terms. Use them in exact match campaigns, where they convert best.

Tip: Put your top 2 to 3 broad keywords in the title, work the specific ones into your bullet points and use the backend search terms for everything else.

Use PPC bid data to prioritize keywords

High search volume does not always mean high value. A keyword with 50,000 searches a month and a $5.00 bid can eat your margin. A keyword with 3,000 searches and a $0.80 bid can be far more profitable.

Sort your list by estimated bid and work out the cost to get one sale. If your conversion rate is 10%, a $3.00 bid costs about $30 per sale, which a $29 product cannot carry. A $0.80 bid costs about $8 per sale and leaves room to scale.

Tip: Estimated cost per sale = PPC bid / conversion rate. If it is higher than your profit per unit, rank that keyword organically instead of paying for it.

Build a keyword harvesting funnel for PPC

Do not put all your keywords in one campaign. Build three levels:

Research campaign (auto and broad): let Amazon find search terms for you. Low bids, wide net.
Refinement campaign (phrase match): move search terms that convert here. Medium bids, tighter targeting.
Performance campaign (exact match): your proven winners. Higher bids and full control.

Every week, review the search term reports from your auto and broad campaigns. Move winners to phrase and exact match and add the losers as negatives.

Tip: We run this harvesting cycle every week on the accounts we manage. Done consistently, it cuts wasted spend month after month.

Put your top keywords in the right places

Once your list is final, place the keywords across your listing:

Title: your 2 to 3 highest-volume keywords, near the start.
Bullet points: 15 to 25 mid-volume keywords, written naturally around benefits.
Backend search terms: up to 249 bytes for the rest: synonyms, other spellings and translations, separated by spaces, no commas.
A+ content: mainly helps conversion, so do not rely on it to get keywords indexed.

Tip: Amazon only needs each keyword once. If "wireless headphones" is already in your title, leave it out of the backend search terms and use the space for keywords that are not anywhere else in your listing.