amazon keyword research

How to do Amazon Keyword Research Ultimate Guide

Keyword research is an important part of launching a niche on Amazon. By searching for keyword research guides on the internet, you will find many great articles detailing how to execute good keyword research.

Unfortunately, each of these guides seems to give different instructions. Not that any of them is wrong, there just isn’t a universal approach to keyword research.

It will vary depending on your website, goals, budget and competitive landscape.

Therefore, you might find it hard to relate to a random guide you stumble upon on the internet.

But don’t worry, I will take a different route and give you a step by step keyword research guide that can be easily adjusted to suit your unique situation. 

1. How to Find Seed Keywords

Before going into details, let us look at what makes a golden keyword in the first place.

Golden keywords are the valuable keywords that convert well to make you money. They are those that bring traffic to your site ( search volume), have low competition and a high level of commerciality.

The foundation of any keyword research is the seed keywords. It is through seed keywords that you identify your competitors and define your site.

Finding seed keywords is very easy. If you already have a product that you want to promote on Amazon, simply describe it in your own words or think of how people are likely to search for it.

If you are unsure on what to sell on Amazon, just browse through their website and you will find a product that you would like to promote.

You can also start with a broad keyword, say food, and ‘niche down’ until you discover something that interests you. Focus on longer and specific keywords that have the word ‘food’ in them.

2. Generate Keyword Ideas

Your next step should be coming up with a long list of keyword ideas while considering what people in your niche are likely to be searching for.

If you have had your site for a while, you can start by seeing what keywords you are already ranking for.

Use Google Search Console to find out the position of each keyword that you rank for.

If you don’t have a site yet, simply see the keywords your competitors are ranking for. Chances are, they have done the keyword research for you and all you have to do is pick the best ones.

If you’re unable to determine your competitors, search your seed keywords on Google to see who ranks on the first page.

That’s your competition! Sometimes, a single competitor will supply you with enough keywords to keep you busy for months.

However, if you are a leader in your niche, competitor research will not be enough. Go ahead and use a keyword research tool. There are numerous keyword research tools and regardless of the one you use, you will find great keyword ideas.

Enter your seed keyword and play with the filters and reports until you find something you like.

We even have advanced keyword research tools like Moz and Ahrefs which operate their own keyword database and will give you many keyword ideas.


3. Analyze Keyword Metrics

You will be sifting through thousands of keyword ideas in your research. There are several keyword metrics that you need to consider as you decide which keywords deserve to be shortlisted.

They include:

  • Search volume which shows how many people all over the world or in a given country searched for this keyword on Google.
  • Clicks which help you to understand the traffic and popularity of a single keyword.
  • Traffic potential which is a metric that will enable you to know how much search traffic the top-ranking results get in total.
  • Keyword difficulty to help you gauge the difficulty in ranking a keyword so that you can find the easiest keywords that you can rank for.

Generally, high competition should not always be a reason to drop a keyword.

It all comes down to the balance between the ranking difficulty of a keyword and its business value.

Some keywords are easy to rank for but the visitors they attract to your site will never buy your product.

On the other hand, a competitive keyword could bring you many potential customers if you rank for it.

4. Group Your Keywords

Now that you have a list of promising keywords, it’s time to give some structure to it.

You can group your keywords by the parent topic, search intent or business value.

Most marketers will focus on the keywords that have commercial intent since they are the ones that are likely to drive sales.

As you identify these keywords, remember to stick to what makes the most sense to you.

5. Prioritize

The final step in your keyword research is prioritizing. It is something that occurs naturally as you move through the other steps.

There are a number of things you should have noted while in these steps including:

  • An estimate of the traffic potential of your keyword group.
  • The level of competition and your chances of ranking.
  • The ROI of that traffic

You can even go further and add columns in your keyword research spreadsheet to show the scores of every keyword idea.

You can use these scores to determine the keyword with the best ROI. Keep in mind that you’re not looking for the easiest to rank but the ones with the best ROI.


Keyword research is neither easy nor clear-cut. It is hard work and takes time but it will finally pay off.

If you follow these steps, you will be able to do professional keyword research for your Amazon niche product.

There is obviously more to keyword research than this, but starting with this guide, you will keep learning more strategies as you work on your site.