Amazon Keyword Research: A Step-by-Step Guide for Sellers
Amazon keyword research is the process of finding the search terms shoppers use when looking for products like yours. Getting this right determines whether your listings appear when customers search, or get buried behind competitors. This guide walks through the step-by-step process we use at Kangaroo UK for every client account — from generating seed keywords through to placing them in your listings and backend search terms.
Why Does Keyword Research Matter on Amazon?
Amazon’s search algorithm decides which products appear when a shopper types a query into the search bar. Unlike Google, where people search for information, almost every Amazon search has buying intent — the shopper is looking for a product to purchase. If your listing doesn’t contain the keywords they’re searching for, your product won’t appear. It’s that straightforward.
Keywords affect two things: visibility and relevance. Visibility means your product shows up in search results. Relevance means it shows up for the right searches — the ones where the shopper is actually looking for what you sell. Good keyword research gets you both.
What Are Seed Keywords and How Do I Find Them?
Seed keywords are the starting point. They’re the broad terms that describe your product in the simplest way. If you sell a stainless steel water bottle, your seed keywords might be "water bottle", "stainless steel bottle", "reusable water bottle", and "metal drinks bottle".
Start by listing every term you’d use to describe your product in plain language. Think about what it is, what it’s made of, who it’s for, and what problem it solves. Don’t overthink it at this stage — you’re building a foundation to expand from.
A practical tip from our team: type your seed keywords into the Amazon search bar and look at the autocomplete suggestions. These are real search terms that Amazon shoppers are actively using. Run through each seed keyword and note down every relevant suggestion. This is free, takes ten minutes, and gives you genuine customer language.
How Do I Research What My Competitors Are Ranking For?
One of the most effective ways to find keywords is to look at what’s already working for your competitors. This is called reverse-ASIN research — you take a competitor’s product ASIN and use a tool to see which keywords they rank for and which ones are driving their sales.
According to Canopy Management’s guide to Amazon keyword research, reverse-ASIN research using competitor ASINs is one of the most effective methods for discovering keywords driving sales in your category. The logic is simple: if a competitor is ranking well for a keyword and selling similar products, that keyword is likely relevant to your product too.
Tools we use for this at Kangaroo UK:
- Helium 10 Cerebro - enter a competitor’s ASIN and see their full keyword profile, including search volume, ranking position, and estimated sales per keyword
- Amazon Brand Analytics - available to Brand Registry sellers, this shows the top search terms on Amazon with click share and conversion data. It’s Amazon’s own data, so it’s the most reliable source available
- Amazon Search Query Performance - another Brand Registry tool that shows how your products perform for specific search terms, including impressions, clicks, and purchases
- Amazon autocomplete - free and immediate. Type your seed keyword into the Amazon search bar and note the suggestions
We typically analyse the top 5-10 competing products in a client’s category. The overlap between what multiple competitors rank for tells you which keywords are essential for the category, while the gaps show you opportunities they’re missing.
How Do I Choose Which Keywords to Target?
After research, you’ll have a long list of potential keywords. Not all of them are worth targeting. You need to filter based on three criteria:
Relevance. Does the keyword accurately describe your product? If someone searches this term, would your product be what they’re looking for? Irrelevant keywords might get you impressions, but they won’t convert — and low conversion rates hurt your organic ranking.
Search volume. How many shoppers are searching for this term each month? Higher volume means more potential traffic, but also more competition. A balance of decent volume with manageable competition is the sweet spot.
Competition. How many established products are already ranking for this keyword? If the top 10 results are all products with thousands of reviews and strong sales history, it’ll be harder to break through. Long-tail keywords (more specific, 3+ word phrases) often have lower competition and higher conversion rates because the shopper knows exactly what they want.
Amazon’s own guidance recommends that long-tail keywords should be at the forefront of your strategy, particularly for sellers competing against established brands (Amazon Sell, "Improve Product Visibility Through Effective Keyword Research", 2024). A term like "insulated stainless steel water bottle 1 litre" will convert better than just "water bottle" because the intent is more specific.
Where Should I Put My Keywords in a Listing?
Where you place keywords matters. Amazon’s algorithm gives different weight to different parts of your listing. Here’s the priority order:
Product title. This carries the most weight. Your primary keyword should appear naturally in the title. Don’t stuff it with keywords, it needs to read well for shoppers too. A good title is clear, descriptive, and includes your main keyword within the first 80 characters.
Bullet points. These are your second most important keyword location. Use them to highlight features and benefits while naturally incorporating secondary keywords. Each bullet should serve the shopper first and the algorithm second.
Product description and A+ Content. More space for additional keywords. Use this to cover long-tail variations and related terms that didn’t fit in the title or bullets. If you have Brand Registry, your Amazon Brand Story and A+ Content provide additional real estate for keyword-rich content.
Backend search terms. These are invisible to shoppers but indexed by Amazon. You get 250 characters to add keywords that don’t appear in your visible listing. Use this space for common misspellings, alternative names, and related terms you couldn’t fit elsewhere. Don’t repeat keywords already in your title or bullets; Amazon only needs to see a keyword once to index it
How Often Should I Update My Keywords?
Keyword research isn’t a one-off task. Shopper behaviour changes, new competitors enter the market, and Amazon’s own search trends shift seasonally. We review keywords for our managed accounts at least quarterly, and more frequently for products in fast-moving categories.
The data from your Amazon PPC campaigns is one of the best sources for ongoing keyword discovery. Your search term reports show exactly what shoppers are typing before clicking your ad. If a new term is driving conversions, add it to your listing. If a term is getting clicks but no sales, it might need to be added as a negative keyword in PPC or reconsidered in your listing.
Seasonal keywords are worth planning for in advance. If your product sells well at Christmas, add gift-related keywords to your listing and backend terms in October, not December. The same applies to Prime Day, Back to School, and other seasonal moments.
What Are the Most Common Keyword Research Mistakes?
In the accounts we audit at Kangaroo UK, we see the same keyword mistakes repeatedly:
- Targeting too-broad keywords. Competing for "water bottle" against thousands of products with massive review counts is a losing battle for most sellers. Long-tail keywords convert better and are easier to rank for.
- Keyword stuffing the title. Cramming every keyword into your title makes it unreadable for shoppers. A confusing title reduces click-through rates, which hurts your ranking. Write for humans first, algorithm second.
- Ignoring backend search terms. Many sellers leave this field blank or fill it with duplicates of their title keywords. It’s 250 characters of free indexing space — use it for terms that don’t fit naturally in your visible listing.
- Never updating keywords. A listing optimised once in 2023 won’t perform the same in 2026. Search trends change, new terms emerge, and competitors adapt. Treat keyword optimisation as an ongoing process, not a one-time task.
- Not checking if keywords are actually indexed. Just because you’ve added a keyword doesn’t mean Amazon has indexed it. Search for your ASIN plus the keyword on Amazon to confirm your product appears. If it doesn’t, the keyword may not be indexed and needs attention.
Can Kangaroo UK Do This for Me?
Yes. Keyword research is a core part of our Amazon account management service. We don’t treat it as a standalone task, it feeds directly into listing optimisation, PPC campaign structure, and ongoing performance tracking.
Our process starts with a full keyword audit of your existing listings, identifying gaps and opportunities. We then build a keyword strategy for each product, covering your title, bullets, description, backend terms, and PPC targets. Every listing we optimise is built to be retail-ready before we drive any paid traffic to it.
Want us to find the right keywords for your products?
Our Amazon team runs full keyword audits and builds optimised listings for brands across the UK.
Book a free Amazon account review or call us on 01530 560177.
Author
Abhilav Vishwakarma, Amazon Marketplace Leader - Abhilav leads the Amazon team at Kangaroo UK, managing Seller and Vendor Central accounts for brands across the UK. He specialises in keyword strategy, listing optimisation, and Amazon PPC. Abhilav and the team conduct keyword research and listing audits for every managed client as part of their ongoing account management.
