In the dynamic realm of online commerce, a profound comprehension of search algorithms and keyword optimization is indispensable. A pivotal expedition within this digital landscape entails mastering Amazon keyword research—an endeavor with the potential to markedly amplify product visibility and catalyze sales. This comprehensive guide is meticulously crafted to demystify the intricate amalgamation of art and science behind Amazon keyword research. Unveiling indispensable tools like the SellerSprite keyword research tool, alongside a meticulous exploration of viable free alternatives, this guide equips you for triumph in the competitive e-commerce arena.
Why Amazon Keyword Research Matters?
Amazon is more than just an online marketplace—it's a potent search engine in and of itself. Many consumers jump straight to Amazon when they're ready to buy, making it imperative for sellers to understand how to effectively utilize Amazon's search algorithms.
When you launch a new product on Amazon, the importance of keyword research can't be overstated. Amazon's algorithm relies heavily on keyword relevance to rank products in its search results. High-ranking products reap the lion's share of sales, given that a significant majority of online shoppers click on the top-listed items.
The Importance of High Ranking
Understanding how Amazon's ranking system works is essential. Your product's rank determines its visibility, and by extension, its potential sales. A product that ranks highly on Amazon's search results page is far more likely to be clicked on than one buried deep down the list.
Consider this: 73% of shoppers click on the top listing in search results, 14% on the second listing, and only 5% on the third. This means that the top three listings account for a staggering 92% of all clicks. In terms of revenue, the top-listed product could potentially earn a significant portion of all sales tied to a specific keyword.
Understanding Amazon's Algorithm
Amazon employs an algorithm called A9 to organize its product search results. This algorithm is designed with one primary objective: to sell as much stuff as possible. It achieves this by favoring the most relevant, high-converting products—products that convince prospects to buy after they've clicked through to the product details page.
Here's where keywords come into play. Amazon uses keywords to determine a product's relevance to a search query. If your product listing is optimized for a specific keyword, it's more likely to be considered relevant when someone searches for information related to that keyword.
The key areas where you can leverage keywords include:
- Your product title
- Your product details
- The backend of your Amazon seller account
The Role of Keywords in Your Product Listing
The title of your product plays an integral role in its success in Amazon's search results. From a keyword perspective, it's arguably the most important part of your listing. Your most important keywords should be included in your product title, with the most crucial ones placed at the beginning. Consider including details like brand name, product type, key features, size, color, and quantity.
Your product details page is the perfect place to outline all the best features and benefits of your product. It's also where you can incorporate the keywords that didn't make it into the product title. These details not only help nudge the prospect towards clicking "Add to Cart," but also improve your product's chances of being indexed by A9 and appearing in relevant search results.
Amazon also allows sellers to input "hidden keywords" at the backend of their seller account. These hidden keywords are a chance to give Amazon more information about your product that consumers won't see. This feature is similar to the alt text used in content creation to give search engines more information about an image, helping with indexation.
Conducting Amazon Keyword Research
Now that we understand the importance of Amazon keyword research and how to use keywords in product listings, let's delve into how to conduct effective keyword research.
1. Identify Complementary Products
Complementary products are items that consumers often buy together. By targeting keywords related to these products, you can make your product visible to people who aren't directly looking for it but whose search behavior suggests they might be interested.
2. Use Amazon's Search Bar
Amazon's search bar offers keyword suggestions based on what other consumers frequently search. This is a useful tool for understanding how prospective customers use Amazon and can yield a robust list of initial keywords.
3. Analyze Your Google Rankings
If you sell on your own website in addition to Amazon, you can use tools like Search Console or SEMrush to see if your site is scoring high rankings for any high-volume search queries. Then, target these queries as keywords across your Amazon product listings and seller account.
4. Leverage Keyword Research Tools
Free tools like Google's Keyword Planner or the SellerSprite keyword research tool can provide valuable, in-depth data to guide your keyword strategy. These tools can give you insights on how consumers search for a product like yours, how often they're conducting these searches, and how intense the competition is.
SellerSprite-A Keyword Research Tool You Must Have
The SellerSprite Keyword Research tool crystallizes as a holistic solution, endowing vendors with precise data to elevate listing optimization. This avant-garde tool facilitates the selection of a marketplace and timeframe for keyword exploration. Configurable filters, aligned with diverse parameters, are harnessed to engender a meticulously curated keyword inventory.
This tool dispenses an array of data, encompassing keyword relevance, search volume, average PPC bid, conversion rate, sales, and reviews. This repository of information is instrumental in prioritizing keywords, guided by their potential to channelize traffic and fuel sales.