Every Amazon search is a buying search. Research it like one.
Shoppers on Amazon do not browse the way they do on Google. They type what they want to buy, with the detail that matters to them: material, size, count, use. The listings that rank are the ones whose titles, bullets and backend fields use those exact phrases.
This guide shows how to find them with Brainito's Amazon keyword research tool: suggestions from Amazon's own search box with monthly volume, twelve-month trend and CPC, filters to isolate the angle you sell, and a method for placing each keyword where it counts.
Free account. A search is 5 credits, cached for 30 days. Plans from $20 a month.
- Suggestions from Amazon's own search box
- Monthly volume, trend and CPC per keyword
- Filters for material, size, use and brand
- 5 credits a search, cached for 30 days
Google keywords will not rank an Amazon listing
On Google, people type questions, comparisons and brand names. On Amazon they type product specifications: 'yoga mat extra thick', 'yoga mat non slip 6mm', 'yoga mat with carrying strap'. Research done on Google misses the modifiers Amazon shoppers actually use, and listings written from it read like blog posts rather than products.
Amazon's CPC column is a second gift. In the United States, head terms in a crowded category typically show CPCs above a dollar, sometimes several, while a specific long-tail variant often sits well under a dollar. Where Sponsored Products advertisers pay more, the phrase converts. Where they pay less and the volume is real, there is room for an organic listing to win cheaply.
- Keywords borrowed from a Google toolPhrases from Amazon's own suggestions, with Amazon volumes
- A title written like a taglineA title built from the top three or four shopper phrases
- Backend terms left blank or stuffedBackend terms filled with the long tail the title could not hold
- PPC bids set by feelBids informed by the CPC the tool shows for each phrase
What the Amazon keyword research tool gives a seller
Shopper suggestions
Up to about 700 phrases built around your seed, drawn from what Amazon offers as shoppers type. These are the words buyers use, including the misspellings and variants you would not guess.
Monthly volume
How often each phrase is searched in the country you select, so the title gets the phrases with demand and the backend gets the rest.
Twelve-month trend
Which phrases are growing before the holiday quarter and which have cooled. Useful when deciding what to stock as much as what to write.
CPC per phrase
What advertisers typically pay per click on Sponsored Products for the phrase. A guide to bids, and a proxy for which phrases convert.
Include and exclude filters
Keep 'thick, non slip', drop competitor brand names, and read the combined volume of the listing's angle. When an include term is thin, one extra search runs for it, labeled with its cost.
Marketplace by country
Research the United States, the United Kingdom, Germany, Canada, India or Japan separately, since shopper language and volumes differ in each.
Amazon keyword research in four steps
Using a yoga mat in the United States as the worked example.
Seed with the product type
Search 'yoga mat' with United States selected. Sort by volume. The top rows are the head terms every competitor targets, with the highest CPCs in the set.
Filter to your angle
Include 'thick' and 'non slip' with 'any' matching, exclude the brand names you see. The header now shows the demand for exactly what you sell. If 'cork' or 'travel' is thin, the tool offers a second search for 'cork yoga mat'.
Rank the phrases by job
The three or four highest-volume phrases that describe your product go in the title. Mid-volume phrases with a rising trend go in bullets. Everything else goes in backend search terms.
Use CPC for the ad plan
Phrases with a high CPC and high volume are your exact-match Sponsored Products targets. Phrases with a low CPC and real volume are cheap tests. Repeat the search before each campaign review, free from the cache within 30 days.
Goes with
- Amazon keyword research toolRun the searches in this guide.
- Free keyword research toolThe hub: all fifteen platforms and what each one shows.
- Etsy and eBay keyword researchThe same method for the other two marketplaces.
- Long-tail keyword generatorInclude filters plus an automatic second search for the long tail.
- Search volume checkerMonthly volume, trend and CPC per keyword and country.
- eBay keyword research toolWhere resellers check demand before sourcing.
Search your product type. Write the listing from the list.
A search is 5 credits and returns up to 700 shopper phrases with volume, trend and CPC. Plans from $20 a month, cancel any time.