Number 4 is a must!

by | Apr 7, 2020 | 0 comments

Forgetting keywords in your Amazon listing is like dropping a $100 note out of your pocket. It’s a loss of money that you will go on to regret for a long time.

In such a competitive market, you can no longer simply upload your product to Amazon and hope that it gets seen. Without keywords or essential optimisation, customers will never see your product and you won’t make any sales.

We are here to give you that competitive edge you need to boost your sales and have your products showing up in search results.


To answer this, you have to first understand exactly what a keyword is and what purpose it serves. Put simply, keywords are search terms that customers use to find your products. Even with this quick definition, you can see why they are so integral to your Amazon listing.

Keyword research is the process of finding out which keywords your customers are using to search for your product. At the end of the day, your goal is to turn up in search results. While it may seem obvious, if you are selling an umbrella you would use the keyword ‘umbrella’ as a start to show up in searches. But keywords delve further into this, as often people don’t know exactly what they are after, and you want to be their solution. There are more words and phrases you can expand into with a bit of research, including ‘beach shade’, ‘beach shelter’, ‘sun shade’ and more.

So why should you do keyword research? The easy answer: to be seen!


Amazon exists to service the customers. For this reason, they want to offer them the best results for their searches, to increase the likelihood of making a sale.

If you have no keywords used in your listing, then it won’t be shown.

When a customer types in a search query, Amazon matches it to the best keywords and shows those products. You want that to be you.

The Goal: to carry out keyword research and exhaust ALL possibilities of search terms for your customer. If you cover as many as you can, then your chances of showing up in an Amazon search are high. This in turn, leads to more sales. So don’t let that $100 bill fall out of your pocket… hold onto it tightly and see if you can turn it into more and more money.

The Key: find those keywords. Here are some tips to help you out in this process.



Search for Primary and Secondary Keywords

In order to ensure you have the most extensive list of keywords possible for your product, separate them into primary and secondary keywords and search this way.

What are primary keywords?

These are keywords that describe your exact product. They are essentially the closest match possible to what you sell. ‘Umbrella’, ‘Beach Umbrella’, etc are all primary keywords that describe the functionality of your product and what it does.

What are secondary keywords?

These keywords aren’t directly related to your product. In fact, in many ways they can be seen as a bit of a stretch. They can refer to a group of people: ‘Ladie’s’, ‘Men’s’, or ‘Children’s’, or to a colour, ‘Red’, ‘Blue’, ‘Rainbow’, or to a feature ‘Battery-operated’, ‘cotton’ etc.

Your goal is to thoroughly research all the primary and secondary keywords that are related to your product and then combine these into relevant combinations that could be used by customers when carrying out a search on Amazon. By following this process, you will be able to work out exactly what customers are searching for and how to help yourself stand out from the crowd.

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Use Amazon’s Tools

I don’t know if you have ever noticed this in Google, but when you start typing your search into the bar, it comes up with a drop-down list of suggestions for you. The idea is to make your life easier and to help you out with phrases other people are searching for.

Well, Amazon has this function too, and as a business owner, you should be making use of it. This is one of the easiest ways to carry out your own keyword research. Simply start typing one of your primary or secondary keywords into the search tool and have a look at the alternate suggestions that come up. Filter through and make sure they are all relevant for your product before making note of them.

This is known as Amazon Autocomplete, and it can take a bit of time to perfect. You do need to choose your search terms wisely in order to get autocomplete to find relevant search terms. So set aside a bit of time for this one, and make note of the search terms you have used so that you don’t double up on anything. This will make the process much faster! Once you get started, it won’t be long before you get the hang of it and start adding to that list.

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Add In Your Own Experience

You may be look at this one and be thinking… I’ve never done keyword research before, what sort of experience do I have?

Well, you surely have experience as a customer, and that’s the most important type of experience there is. Whether or not you have bought your exact product before, you will have searched for other products online. This means you have an idea about different search terms YOU might use, and your customers are likely to do the same.

Have you ever heard the advice to set up an avatar of your customer and work out exactly who they are? This process works the same way. You want to put yourself in your customer’s shoes. What problems are they facing?

Perhaps they are looking for some shade on their next trip to the beach?

Maybe they are after a big umbrella for their backyard table?

Are they looking for something they can take camping?

Get into their heads and think of the different scenarios people may be searching for your product. If you can work out exactly what problems you solve, you will be able to work backwards to determine exactly what people are searching for.

Using your own experience is a vital way to get into the head of your customer. After all, if you are a customer yourself, it makes it much easier to think like a customer.

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Check Out Related Products

That’s right, you aren’t the first and definitely won’t be the last business to be doing keyword research for your particular product. 

Unless you have invented something new from scratch, people have been there and done that, so it is worth checking out the terms they came up with and comparing them to your own list.

A little bit of competitive analysis is healthy. If you can determine businesses that are doing well and turning up in Amazon searches for your product, you can hijack off the back of their success and ensure your product gets seen as well.

So how do you go about this?

It essentially works the same as Amazon Autocomplete. Just type in your product or other keyword variations and take a look at the top results that show up. Go through their listing and check out what keywords they are using and whether any are relevant to you and your business.

Once again, this can be a fairly time consuming process, but it can really deliver.


Tools, Tools and More Tools

There’s a tool for that! Given the importance of keyword research and just how valuable it is in the creation of your Amazon listing, it’s no surprise that there are a multitude of tools out there that can help you with this process.

Many tools cost money, so you will need to factor this into your business costs. As the saying goes, “You have to spend money to make money” and if your product isn’t getting seen, your business won’t last long.

Each tool has its own merits, so it’s worth doing a bit of your own research to determine which one is best for you and your needs.

Here Are 5 Tools Worth Checking Out:

1. Viral Launch

2. Sonar

3. Helium 10

4. Scope

5. Google Keyword Planner


There are plenty of ways you can optimise your Amazon listing, including:

  • Title: this is where you want your primary keywords to feature.
  • Bullet points: think about exactly how your product will help people and use keywords that demonstrate this effectively.
  • Product description: this is your chance to sell your product, while also including as many keywords as possible. Of course, you want this section to read well, so don’t just shove keywords in for the sake of it. Well-written is key.
  • Backend: backend keywords are search terms you can add to the backend of your listing. These are important! Why? Because Amazon’s A9 algorithm uses these keywords to determine what shows up in searches. Using this increases your chances of been found and making a sale.


While you may be all too eager to get your product up online and start making sales, the more time and effort you put into this stage, the more you will get out of it.

Of course, you always have the opportunity to go back and optimise your listing. It’s always a good idea to revisit it every six months to ensure you are across all keywords and are getting the maximum exposure possible.