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Effective Strategies for Amazon Keyword Research and Targeting
July 21, 2023

In today’s highly competitive e-commerce landscape, standing out and driving visibility for your products on Amazon is crucial. With millions of products available, it becomes essential to understand the significance of keyword research and targeting to maximize your chances of success. Amazon’s search algorithm plays a pivotal role in determining your product’s visibility, making it imperative to optimize your listings with the right keywords. This article will explore the world of Amazon keyword research and targeting, exploring proven strategies to enhance your product’s discoverability. We will discuss the key factors influencing Amazon’s search algorithm, walk you through the process of conducting thorough keyword research, and provide practical tips for optimizing your product listings effectively. By the end of this article, you will be equipped with the knowledge and strategies needed to elevate your Amazon presence and drive more traffic and sales to your products.

Understanding Amazon’s Search Algorithm

  • How Amazon’s search algorithm works 
  • Factors influencing search rankings on Amazon 
  • Importance of keyword relevance and customer behavior

To effectively navigate the world of Amazon keyword research and targeting, it’s crucial to have a solid understanding of how Amazon’s search algorithm works. Amazon’s algorithm is designed to deliver the most relevant and valuable search results to its customers. It considers various factors influencing search rankings, including product suitability, sales velocity, customer reviews, and seller performance metrics. However, keyword suitability is a key factor that significantly impacts search rankings.
Amazon’s algorithm analyzes the keywords used in product listings to determine their appropriateness to a customer’s search query. Choosing keywords that accurately describe your product and align with customer search behavior is essential. By understanding the intricacies of Amazon’s search algorithm and the importance of keyword suitability and customer behavior, you can strategically optimize your listings to improve visibility and increase the likelihood of attracting potential customers to your products.

Conducting Thorough Keyword Research

  • Utilizing Amazon’s search suggestions and autocomplete 
  • Leveraging keyword research tools specific to Amazon
  • Analyzing competitor keywords and product listings

When conducting thorough keyword research on Amazon, several effective strategies exist. Firstly, take advantage of Amazon’s search suggestions and autocomplete feature. For instance, let’s say you are selling fitness equipment. As you start typing “fitness equipment” in the search bar, Amazon’s autocomplete feature may suggest “fitness equipment for home,” “fitness equipment for abs,” or “fitness equipment for weight loss.” These suggestions give valuable insights into relevant keywords that customers actively use and provide a starting point for your keyword research.
Secondly, leverage keyword research tools designed explicitly for Amazon, such as Jungle Scout, Helium 10, or AMZScout. These tools can provide comprehensive data on search volume, competitiveness, and related keywords. For example, by using Jungle Scout, you can identify that the keyword “adjustable dumbbells” has a high search volume and moderate competition, making it a potentially valuable keyword to target for your fitness equipment listings.

Additionally, analyze competitor keywords and product listings. Suppose a successful competitor in the fitness equipment niche uses the keywords “home gym equipment” and “strength training equipment” prominently in their product titles and descriptions. This analysis gives you insights into practical strategies and uncovers potential keyword opportunities you can utilize in your listings.

Combining these approaches allows you to conduct thorough keyword research on Amazon and find the most valuable keywords to incorporate into your product listings.

Choosing the Right Keywords for Your Listing

  • Identifying high-volume and relevant keywords 
  • Balancing competitiveness and search volume 
  • Long-tail keywords and their benefits

Choosing the right keywords for your Amazon product listing is essential to maximize visibility and attract the most relevant traffic. Firstly, it’s crucial to identify high-volume 

and pertinent keywords commonly searched by your target audience. These keywords should accurately describe your product and align with customer search intent. As discussed in the previous section, thorough keyword research will help you identify such keywords.
Secondly, it’s crucial to balance competitiveness and search volume. While targeting highly competitive keywords with high search volume is tempting, it can be challenging to rank well for them. Consider targeting a mix of moderately competitive keywords with a decent search volume. This gives you a better chance of ranking higher in search results and gaining visibility. 

Lastly, don’t overlook the power of long-tail keywords. These are more specific and longer keyword phrases with lower search volume but often indicate stronger buying intent. Long-tail keywords can help you target a more niche audience and increase the likelihood of conversion. By carefully selecting a combination of high-volume and pertinent keywords, balancing competitiveness and search volume, and incorporating long-tail keywords, you can optimize your product listing for maximum visibility and attract the right audience to your Amazon products.

Optimizing Product Listings for Keywords

Magnifier on yellow background with the word "keyword."
  • Incorporating keywords into product titles effectively 
  • Writing compelling and keyword-rich product descriptions  
  • Optimizing backend keywords and hidden fields

To maximize the impact of your chosen keywords, optimizing your product listings effectively is crucial. Firstly, focus on incorporating keywords into your product titles effectively. The product title holds significant weight in Amazon’s search algorithm, so you must naturally include your most important keywords within the header. Craft a concise and descriptive title that accurately reflects your product while strategically incorporating relevant keywords. 

Secondly, aim to create compelling and keyword-rich content when writing product descriptions. Highlight your product’s unique selling points, features, and benefits while incorporating relevant keywords throughout the narrative.


Let’s consider an example of a smartwatch. Begin by highlighting the unique selling points, such as its sleek design, advanced health tracking features, and compatibility with popular mobile devices. Incorporate relevant keywords throughout the description, such as “smartwatch,” “fitness tracker,” and “heart rate monitor.”

This helps with search visibility and provides valuable information to potential customers. Remember to write for search engines and human readers, ensuring your descriptions are engaging and informative. 

Finally, optimize backend keywords and hidden fields. Utilize the backend search terms and other hidden fields provided by Amazon to include additional keywords that may not fit organically within the visible product listing. This allows you to cover a broader range of relevant keywords without sacrificing the readability of your main content. By effectively incorporating keywords into product titles, writing compelling and keyword-rich product descriptions, and optimizing backend keywords and hidden fields, you can enhance the discoverability and relevance of your product listings on Amazon.

Monitoring and Adapting Keyword Strategies

Image depicting the process of monitoring and adapting keyword strategies using a laptop keyboard, magnifier, and papers with charts.
  • Tracking keyword performance and ranking 
  • Analyzing customer search terms and adjusting strategies 
  • Utilizing sponsored ads and advertising campaigns

As a professional SEO specialist, continuously monitoring and adapting your keyword strategies on Amazon is crucial. Firstly, track the performance and ranking of your chosen keywords. Utilize tools like Amazon’s Advertising Console, third-party keyword tracking tools, and Amazon’s business reports to gain insights into your keywords’ performance. Pay attention to metrics such as search impressions, click-through rates, and conversion rates to evaluate the effectiveness of your keyword optimization efforts.  
Secondly, analyze customer search terms to refine and adjust your strategies. Review the search terms customers use to find and purchase similar products. Identify new or trending keywords that align with your product and consider incorporating them into your listing optimizations. Additionally, identify any underperforming keywords and reassess their relevance and competitiveness.

Finally, leverage sponsored ads and advertising campaigns to enhance your keyword strategies. Sponsored ads allow you to bid on keywords and increase your product’s visibility in search results, providing valuable data on which keywords generate the most conversions. Experiment with different ad campaigns and keywords to discover what works best for your products.

Leveraging Amazon SEO Best Practices

  • Encouraging customer reviews and ratings 
  • Optimizing product images and bullet points 
  • Using relevant backend search terms and product attributes

Leveraging SEO best practices specific to the platform to maximize your success on Amazon is essential.

Firstly, encourage customer reviews and ratings. Positive reviews enhance your product’s credibility and impact search rankings. Encourage satisfied customers to leave reviews and provide excellent customer service to maintain positive feedback.

Secondly, optimize your product images and bullet points.


Imagine you are selling a travel backpack on Amazon. To optimize your product images, include high-quality, professionally taken photos that showcase your pack from different angles, highlighting its features, such as multiple compartments, durable materials, and adjustable straps. Show the gear used in various travel scenarios to create a sense of adventure and appeal to potential customers.

Ensure the product images are correctly sized, well-lit, and visually appealing. High-quality, visually appealing photos that showcase your product from different angles and highlight its key features can significantly impact conversion rates.

Additionally, craft concise and compelling bullet points that succinctly communicate your product’s unique selling points and benefits;  focus on the features that differentiate it from competitors, such as water-resistant materials, ergonomic design for comfort, and ample storage capacity. Incorporate relevant keywords naturally within the bullet points to improve search visibility. It incorporates suitable keywords where appropriate. 

Lastly, utilize applicable backend search terms and product attributes. Take advantage of the backend search term fields and attributes provided by Amazon to include additional keywords and product details that can improve your visibility in search results. By leveraging these Amazon SEO best practices, including encouraging customer reviews and ratings, optimizing product images and bullet points, and utilizing relevant backend search terms and product attributes, you can enhance your product’s visibility, attract more customers, and increase your chances of success on Amazon.

Lastly, make effective use of applicable backend search terms and product attributes. Capitalize on the provided backend search term fields and features on Amazon to incorporate additional keywords and product details to enhance your visibility in search results.

Expanding Reach with Off-Amazon SEO

  • Utilizing external keyword research tools and trends
  • Building backlinks and driving traffic to your Amazon listings 
  • Social media promotion and influencer marketing

In addition to optimizing your presence on Amazon, expanding your reach with off-Amazon SEO techniques can significantly enhance your visibility and attract more customers.

Firstly, utilize external keyword research tools and trends to identify relevant keywords and search trends in your industry. This can provide valuable insights into popular search terms and help you tailor your content and promotions accordingly. Build backlinks from reputable websites to your Amazon listings. Backlinks are a vote of confidence from other websites and can improve your search rankings. 

Finally, leverage the power of social media promotion and influencer marketing. Contact industry influencers, bloggers, and content creators to collaborate on content that promotes your products and includes links to your Amazon listings. This leads to increased traffic to your listings while simultaneously fostering brand awareness. Identify relevant social media platforms where your target audience is active and develop a strong presence there.

Maximizing Visibility and Sales on Amazon: Key Strategies, Continuous Optimization, and Final Thoughts

In conclusion, effective Amazon keyword research and targeting are vital for maximizing visibility and driving sales on the platform. Leveraging Amazon SEO best practices, expanding reach with off-Amazon SEO techniques, and utilizing external keyword research tools were explored to enhance your success on Amazon. Remember, the landscape of Amazon is ever-evolving, so continuous optimization and adaptation of your keyword strategies are crucial. By implementing these strategies and staying up-to-date with the latest trends and changes, you can maximize your visibility, attract more customers, and achieve tremendous success on Amazon.

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Amazon Managed Services

With over $1B in revenue driven and 60+ employees with specialized knowledge of the Amazon ecosystem, we are the experts in this space.

Peter Sims

Sales Executive & Brand Evangelist

Pete has been on Amazon for 3 years now and is very happy to found a home at Velocity Sellers. In his free time Pete is an avid hiker, runner, and bowler. He also enjoys reading any book he can get his hands on and making some tea to go along with it.

Arlind Hoxha

Creative Manager

As the Creative Manager at Velocity Sellers, Arlind leads with expertise honed over many years in creative agencies. He brings a wealth of experience guiding designers and excelling in ecommerce-focused endeavors. Beyond his professional prowess, Arlind is an avid gamer, seamlessly blending creativity and strategic thinking.

Florence Palahang

Administrative Manager

Holding a BS in Accountancy from Davao City and boasting seven years of experience as a Virtual Assistant, Florence has established herself as a valuable asset. With a background spanning 95 clients worldwide, she has found her niche at Velocity Sellers, focusing on Amazon marketplaces. Beyond work, Florence enjoys reading, crochet, and baking. Her collection of plants adds vibrancy to her mornings, and witnessing her family enjoy the outcomes of her efforts brings contentment to her universe.

Kiley Forche


An MBA graduate specializing in Finance, boasting 11+ years of expertise. Joined Velocity Seller in 2018, contributing to our growth. Outside work, treasures family time, exploring new destinations, and passionately supports Buckeye Football

Miljan Milev

Sr. Project Manager

Seasoned project manager adept in data and e-commerce projects, collaborating globally. Outside work, finds joy in traveling, cherishing moments with family and friends.

Camilla Messmer

Sr. Project Manager

University of Arkansas grad in Supply Chain Management, excelling in eCommerce project management. Enjoys baking, travel, and writing, adding a touch of creativity to every endeavor.

Zach Taylor

Director of Logistics

Zach, a graduate with a Sociology and Environmental Science degree from the University of Montana, has consistently found himself drawn to running businesses and improving business systems, logistics, and operations throughout his professional journey. In his free time, he enjoys cycling, running, and spending quality moments in the mountains with his family.

Chris Prall

Director of Advertising

A former chef turned Geomatics graduate. While studying, he delved into managing PPC campaigns for Amazon agencies and e-commerce clients, uncovering a passion for data-driven strategies. A maestro in crafting successful PPC campaigns, he’s fueled by driving client growth, from startups to 8-figure brands. Beyond work, Chris savors cooking, vinyl collecting, camping, and embracing the great outdoors

Steffanie Morrison

Director of Sales, Sr Marketplace Analyst

Steffanie brings a rich e-commerce background since 2013, selling products and advising brands. An analytical mind with degrees from Northern Illinois University and the University of Hartford, she resides in New Hampshire, relishing family moments, travel, and outdoor adventures like hiking and skiing with her husband and kids.

Eric Peterson

Director of Brand Onboarding

Master’s in marketing, film degree from Minnesota State University-Moorhead. At Velocity Sellers, he crafts brand value, excels in client service, and loves problem-solving. An advocate for animal welfare, he enjoys cooking, classic movies, and time with his dogs.

James Dee

Director of Brand Management

Over 20 years in e-commerce mastery, specializing in Amazon. Proven brand builder and business owner. Outside the office, a proud parent to five, including a Division 1 soccer player. Enjoys family time, the outdoors, and all things soccer.

Lisa Zajdel

Executive Director

Results-Driven Executive Director. With two decades of expertise in merchandising and retail, including a successful tenure as Kohl’s Private Label Buyer & E-commerce Manager, Lisa brings over 14 years of invaluable experience on Amazon. Her dedication to delivering results is unparalleled, ensuring a strategic, seasoned approach to optimizing your business for success.

Andrew Warner


Andrew Warner, Velocity Sellers’ CFO, occupies a central role in our financial triumph. His sharp fiscal oversight guarantees our operational efficiency, ultimately empowering our team to deliver unparalleled services to a global clientele, consistently setting high standards in the industry.

Jake Schwarzbaum​


As the Co-Founder and CEO of Velocity Sellers, Jake Schwarzbaum co-launched the company while supporting his father, Nathan, during leukemia treatments. His dedication to helping brands succeed on Amazon, without relying on automated systems, drives Velocity Sellers’ commitment to excellence.


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