From Zero to Page One

The Real Path To Product Visibility

When you’re selling on Amazon, it’s not just about having a great product. If customers can’t find it, it doesn’t matter how good it is. And hence the need for Amazon keyword optimization and Amazon keyword research service.

What Is Amazon SEO?

Amazon SEO (Search Engine Optimization) is the process of optimizing your product listings so they show up higher in Amazon’s search results.

The goal is simple: rank higher, get more views, make more sales.

Unlike Google, which tries to answer informational queries (like “how to fix a leaky faucet”), Amazon is a buying-focused search engine. When a buyer types something into Amazon’s search bar, Amazon assumes they want to purchase a product. This assumption changes the rules of the Amazon keyword optimization game.

How the Amazon A9 Algorithm Works

Amazon’s search engine is called A9, and it’s optimized for one thing: revenue per search. It wants to show the product listings that are most likely to result in a purchase.

Here are the core ranking factors:

1. Relevance

Keywords in your title, bullet points, description, and backend search terms must match what the customer is searching for.
Relevance is the foundation. If you’re not using the right keywords, you won’t show up — period.

2. Performance

This includes click-through rate (CTR), conversion rate, sales velocity, and reviews.
If your listing converts well, Amazon pushes it higher up because it’s generating revenue.

3. Availability & Fulfillment

Products that are in stock, Prime-eligible, and fulfilled by Amazon (FBA) tend to rank better.

Amazon SEO is not just about sprinkling in keywords — it’s about aligning your listing with what customers want and what Amazon’s algorithm favors.

Amazon PPC Keyword Research: The Fuel Behind SEO

You can’t optimize what you don’t understand. Keyword research shows you exactly what people are typing into Amazon’s search bar. That’s your blueprint.

Here’s how we have been doing it right.

Step 1: Think Like a Customer
We start with a brainstorming session. We ask ourselves:

What would we search for if we were looking for this product?
Are there slang terms or alternative names?
What are the top features or problems our client’s product solves?

We have a client who is selling a yoga mat, and we asked him to think beyond “yoga mat.” Here are some suggestions for Amazon SEO keywords, which we gave him:

“Thick yoga mat”
“Non-slip yoga mat”
“Yoga mat for tall people”
“Eco-friendly yoga mat”

The first step is to write everything down. You’re building a keyword bank.

Step 2: Use Amazon’s Own Tools

Amazon Autocomplete

Start typing your seed keyword into Amazon’s search bar and see what it suggests. These suggestions are based on real customer search behavior, as we observed in working with our client.

Example:

Typing “yoga mat” gave us:

“yoga mat thick”
“yoga mat with strap”
“yoga mat for beginners”

These are valuable for Amazon keyword optimization, just as “Customers Also Bought” and “Frequently Bought Together.”

When we scrolled through competitor listings, we found commonly paired products and related terms, which were great for long-tail Amazon SEO keywords.

Step 3: Use Keyword Research Tools

Several tools scrape Amazon data and organize keywords by search volume, competition, and relevance.

Our top picks for Amazon SEO keywords include:

Helium 10
Jungle Scout
MerchantWords
ZonGuru
AMZScout

But there are key metrics to watch out for:

Search Volume: How many people are searching this term each month?

Relevance: Is the keyword directly related to your product?

Competitiveness: Are you likely to rank for this keyword?

Prioritize high-volume, low-competition keywords when possible, but don’t ignore long-tail keywords because they convert better.

Step 4: Spy on the Competition

We reverse engineer the top listings in a client’s niche.

Using Helium 10’s Cerebro or Jungle Scout’s Keyword Scout, you can input your competitors’ ASINs (Amazon Standard Identification Number) and extract all the keywords they’re ranking for.

Ask these important questions:

What keywords are they using in their titles and bullets?
What keywords are they not using that you could target?

Find the gaps and fill them.

Step 5: Organize Your Keywords by Intent

Break your keyword list into these buckets:

1. Primary Keywords

Your main keyword or phrase with the highest volume and most relevance. It goes in the title.

Example:

“Non-slip yoga mat for home workout”

2. Secondary Keywords

Useful for bullet points and product descriptions.

Examples:

“extra thick yoga mat”

“eco-friendly yoga mat”

“yoga mat for beginners”

3. Long-Tail Keywords

Long-tail keywords have lower volume but high intent. They’re useful in backend keywords or even PPC campaigns.

Examples:

“best yoga mat for bad knees”
“yoga mat with carrying bag under $30”

We include all of the above in our Amazon keyword research service.

Amazon PPC Keyword Research: The Fuel Behind SEO

You can’t optimize what you don’t understand. Keyword research shows you exactly what people are typing into Amazon’s search bar. That’s your blueprint.

Here’s how we have been doing it right.

Step 1: Think Like a Customer
We start with a brainstorming session. We ask ourselves:

What would we search for if we were looking for this product?
Are there slang terms or alternative names?
What are the top features or problems our client’s product solves?

We have a client who is selling a yoga mat, and we asked him to think beyond “yoga mat.” Here are some suggestions for Amazon SEO keywords, which we gave him:

“Thick yoga mat”
“Non-slip yoga mat”
“Yoga mat for tall people”
“Eco-friendly yoga mat”

The first step is to write everything down. You’re building a keyword bank.

Step 2: Use Amazon’s Own Tools

Amazon Autocomplete

Start typing your seed keyword into Amazon’s search bar and see what it suggests. These suggestions are based on real customer search behavior, as we observed in working with our client.

Example:

Typing “yoga mat” gave us:
- “yoga mat thick”
- “yoga mat with strap”
- “yoga mat for beginners”

These are valuable for Amazon keyword optimization, just as “Customers Also Bought” and “Frequently Bought Together.”
When we scrolled through competitor listings, we found commonly paired products and related terms, which were great for long-tail Amazon SEO keywords.

Step 3: Use Keyword Research Tools

Several tools scrape Amazon data and organize keywords by search volume, competition, and relevance.

Our top picks for Amazon SEO keywords include:

Helium 10
Jungle Scout
MerchantWords
ZonGuru
AMZScout

But there are key metrics to watch out for:

Search Volume: How many people are searching this term each month?
Relevance: Is the keyword directly related to your product?
Competitiveness: Are you likely to rank for this keyword?

Prioritize high-volume, low-competition keywords when possible, but don’t ignore long-tail keywords because they convert better.

Step 4: Spy on the Competition

We reverse engineer the top listings in a client’s niche.

Using Helium 10’s Cerebro or Jungle Scout’s Keyword Scout, you can input your competitors’ ASINs (Amazon Standard Identification Number) and extract all the keywords they’re ranking for.

Ask these important questions:

What keywords are they using in their titles and bullets?
What keywords are they not using that you could target?

Find the gaps and fill them.

Step 5: Organize Your Keywords by Intent

Break your keyword list into these buckets:

1. Primary Keywords

Your main keyword or phrase with the highest volume and most relevance. It goes in the title.

Example:
“Non-slip yoga mat for home workout”

2. Secondary Keywords

Useful for bullet points and product descriptions.

Example:

“extra thick yoga mat”
“eco-friendly yoga mat”
“yoga mat for beginners”

3. Long-Tail Keywords

Long-tail keywords have lower volume but high intent. They’re useful in backend keywords or even PPC campaigns.

Example:

“best yoga mat for bad knees”
“yoga mat with carrying bag under $30”

We include all of the above in our Amazon keyword research service.

How to Optimize Your Listing with Amazon SEO Keywords

Once you have your keyword strategy, it’s time to optimize the product listing.

Focus on the following areas:
1. Product Title
This is the most important field for keyword placement.
Best practices:

Put your primary keyword as close to the front as possible.
Include brand, product type, main features, size, and benefits.
Keep it readable — don’t stuff.

Example Title:
“EcoWise Extra Thick Non-Slip Yoga Mat for Home Workout – 72” x 24” | Carrying Strap Included | High-Density Foam | Ideal for Beginners & Pros”

2. Bullet Points

Use your secondary keywords naturally. Focus each bullet on a core benefit or feature.

Example bullet:

Comfortable Support – Our high-density, 1/2” foam provides superior cushioning for joints and spine.

3. Product Description

You can go more in-depth here. Use persuasive copy and sprinkle in keywords — but always write for the customer, not the algorithm.

4. Backend Search Terms

These aren’t visible to customers but are critical for indexing.

Tips:

No punctuation, no repetition.
Use alternative spellings, synonyms, and long-tail phrases.
Don’t include your brand name or ASIN.

Don’t Forget A+ Content (if available)

If you have access to A+ Content (Enhanced Brand Content), use it. It won’t directly impact your keyword rankings, but it does improve conversions, and higher conversions lead to better rankings.
Include visuals, comparison charts, and SEO-friendly copy where possible.

Monitoring and Iteration

Amazon keyword optimization is never “set it and forget it.” Things change. Competitors launch new products, search trends shift, and algorithms get updated.

Here’s what you should be doing monthly for a winning Amazon PPC keyword research strategy:

Track your keyword rankings by using a tool like Helium 10’s Keyword Tracker.
Monitor your conversion rates. If your traffic is good but conversions are low, your copy or pricing may need work.
Test new keywords, especially in backend search terms or PPC.
Update your listing. Keep tweaking for better performance.

Pro Tip: Leverage Amazon PPC for Keyword Discovery

Amazon Pay-Per-Click (PPC) ads do double duty. Not only do they drive sales, but they also tell you which keywords are converting.

Run automatic campaigns, and Amazon will match your product to relevant search terms. Then check the Search Term Report to see what people searched before clicking.

Take those winning keywords and plug them into your listing organically.

Let’s close with a few pitfalls that sink Amazon SEO efforts:

Keyword stuffing. It makes your listing unreadable and turns off buyers.
Ignoring backend search terms. You’re leaving visibility on the table.
Chasing only high-volume terms. They’re often too competitive.
Copying competitors blindly. Use data, not guesswork.

Amazon SEO keywords and Amazon PPC keyword research remain the backbone of visibility. You could have the best product in your niche, but if no one sees it, it’s not going to sell.

You need to do the homework. Build a keyword strategy based on how real customers search. Optimize your listing with precision. Track, test, and keep improving.

The payoff? More traffic, more clicks, more sales.

If you’re serious about selling on Amazon, mastering Amazon PPC keyword research and Amazon keyword optimization are essential.

Need help optimizing your Amazon listings?

Let’s get on a call to discuss your product information or keyword list, and we will help you craft a data-driven Amazon PPC keyword research strategy that ranks and converts.