Keyword Research for Amazon Beginners: How to Make Your Listings Discoverable
May 8, 2025
Tips
Amazon
by Troy Velie
You’ve got a great product but without the right keywords, your listing might never be seen. Keyword research is one of the most important (and often misunderstood) parts of selling on Amazon. Unlike Google, Amazon is a buying platform, people search with the intent to purchase. In this guide, we’ll walk you through the basics of Amazon keyword research, explain how it differs from traditional SEO, and show you how to find the words that actually lead to sales.
What Is Amazon Keyword Research?
Amazon keyword research is the process of identifying the search terms that customers type into Amazon when looking for products like yours. These are the words and phrases you want to include in your product title, bullet points, backend fields, and ads.
Unlike Google SEO, which prioritizes informative content, Amazon’s algorithm (A9) focuses heavily on relevance and conversions, meaning keywords that lead to clicks and purchases.
Why It Matters for Amazon Sellers
Good keyword research helps your listing:
Rank higher in search results
Get more traffic from relevant shoppers
Convert better by matching buyer intent
It’s especially important for beginners because even the best product won’t sell if no one can find it. By understanding what your audience is searching for, you increase your chances of being discovered and purchased.
How to Do Keyword Research (Step-by-Step)
Step 1: Brainstorm seed keywords
Start with the obvious terms your product falls under. Example: If you’re selling a milk frother, your seed terms might include “milk frother,” “latte whisk,” or “foam maker.”
Step 2: Use keyword tools
Use tools like:
Helium 10 (Magnet, Cerebro)
Jungle Scout (Keyword Scout)
Amazon’s own search bar (autocomplete suggestions)
Customer reviews (look at how people describe the product)
Step 3: Organize by relevance + search volume
Group keywords by high relevance first, then layer in higher volume terms. Prioritize keywords that are specific to your product and buyer intent.
Step 4: Place keywords strategically
Title: Your top 1–2 keywords
Bullet points: Supporting and mid-volume terms
Common Mistakes to Avoid
Keyword stuffing – Makes your listing hard to read and can actually hurt conversions.
Using irrelevant terms – Attracts the wrong shoppers who won’t buy.
Ignoring backend search terms – These are crucial for extra visibility.
Pro Tips from Our Team
Focus on buying intent keywords like “milk frother for lattes” rather than broad ones like “kitchen tool.”
Don’t sleep on long-tail keywords, they’re easier to rank for and often convert better.
Conclusion
Great keyword research is the foundation of every successful Amazon listing. By using the right tools, targeting relevant terms, and updating your strategy over time, you’ll help more shoppers find and buy your product.
Need help with keyword research or listing optimization? Our team at Step by Step FBA can build a strategy that’s tailored to your product and your goals. Reach out today to get started.
Click here to learn more about working with us
About Troy Velie
I started my own Private Label Amazon Business 6 years ago and immediately witnessed the impact that having an effective ranking strategy can have in driving traffic. To that end I’ve devoted my time to understanding, improving, and optimizing strategies that deliver exceptional results in improving visibility and reach for any online business.
