Boost your Amazon Rankings with Smart Keyword Research

You are doing everything right with your product. It has solid reviews, competitive pricing, and quality that stands out, but your Amazon storefront still hides on page 3.

That is not just frustrating; it is also sales lost. 

But we can turn that around. In this article, we will explore the right keyword types and how you can conduct Amazon keyword research. You will also find different best practices to help you rise in the ranks. 

By the end, you will know how to find relevant keywords that your customers search for, which can ultimately grow your Amazon store faster.

What kind of keywords make your Amazon listings pop

Picture your product as you read, and spot which keyword types can push it higher in search results and right where your future buyers are already scrolling and ready to click.

A. Short-tail vs long-tail keywords

A short-tail keyword is a broad seed keyword with a high search volume (in the thousands) and lots of competition. For example, if you are in the sports niche selling equipment like these golf cart upgrades, your short-tail search terms can be:

• golf cart

• golf cart accessories

• golf cart seat

Use short-tail keywords during your keyword search to tell Amazon’s algorithm what category your product belongs in. They can help your product listings appear in high-traffic search volume and boost your chances of ranking on competitive pages.

Meanwhile, long-tail keywords are more specific phrases that include extra details, like these:

• golf cart rear seat cover for Yamaha

• weatherproof golf cart storage cover with zippers

• universal golf cart phone holder with cup mount

These terms match exactly what shoppers type when they are ready to buy. They can help you show up more targeted search results and drive higher-intent traffic. In fact, long-tail keywords make up about 70% of all searches on Amazon and other search engines.

Use both keyword types to balance visibility and precision, because on Amazon, showing up is not enough.

B. Primary vs secondary keywords

Primary keywords are the main search terms you want to rank for. They describe your product in the most direct way and belong at the top of your keyword list. 

Suppose you are in the fitness niche selling creatine supplements. Strong primary keywords can be:

• creatine powder

• creatine gummies

On the other hand, secondary keywords support your primary terms. They are related keywords that add context, highlight product features, and help you reach shoppers using different search phrases. These can be:

• best creatine for beginners

• flavored creatine supplement

• creatine gummies for muscle recovery

Use both to strengthen your listing, expand reach, and appear in organic search results that bring in ready-to-buy traffic.

C. Backend (hidden) keywords

Backend keywords are hidden search terms you enter in your listing’s backend. Shoppers do not see them, but Amazon uses them to decide where your product shows up in Amazon’s search results.

But as an Amazon seller, you only get space to add around 40 backend search terms, so every word counts. Use this space for alternate spellings, regional terms, abbreviations, or keywords that did not fit naturally into your visible copy.

For example, if you sell travel backpacks, you can include:

• “rucksack” (regional term)

• “cabin bag” (alternate phrase)

• “back pack” (common misspelling)

These help your product show up in more shopper searches without cluttering your listing.

How to uncover winning Amazon keywords

You have 2 ways to strike gold: Team up with eStore Factory or roll up your sleeves and dive into keyword optimization yourself. Either way, get ready to uncover what ranks.

#1: The eStore Factory way

Finding keywords that boost sales takes more than basic research; it takes a clear plan. This is where teaming up with eStore Factory helps to turn guesswork into a proven keyword strategy.

The team uses a structured keyword research process powered by Amazon keyword research tool platforms like Helium 10, Keyword Inspector, and MerchantWords.

How does it work?

It starts with understanding your target audience and identifying search queries they use to find products like yours. The team considers keyword suggestions from Amazon’s auto-suggest, then digs deeper with a reverse lookup to uncover what keywords your competitors rank for.

In addition, every term goes through a detailed check for search volume, competitiveness, and marketplace relevance. Plus, the Amazon consulting members research backend terms and track keyword performance. 

With this data-driven approach, you can improve your product visibility and stay competitive in Amazon’s search results. eStore Factory’s results speak for themselves:

To further improve your results, work with a branding specialist. They can act as your bridge and work with the eStore team to make sure your keywords align with your brand voice, customer promise, and listing tone. This can help guarantee that your keyword strategy ranks, connects, and converts.

Search for keywords on your own

#2: DIY

Step 1: Initial Brainstorming

Start with a customer-focused mindset. Ask:

• What are common use cases?

• What features matter most to buyers?

• What problem does my product solve?

• What terms would someone use to find this product?

Let’s say you sell a compact standing desk for home offices. A shopper might look for it to save space in a small room. So ask yourself, would they type:

• small standing desk

• adjustable desk for apartments

• space-saving desk for remote work

Think about what problem it solves, like limited space or back pain, and what features matter, like height settings or easy assembly. Then, create an initial list of keyword ideas.

Step 2: Competitor listing analysis

Review how other sellers do their listing so you can see which keywords, phrases, and selling points help them rank and convert. Then, use what you find to sharpen your content. 

To help you do this, use an Amazon keyword tool like Helium 10’s Market Tracker 360. It lets you track top competitors in real time, monitor share of voice, and measure revenue, units sold, and reviews, all in one automated dashboard.

Then, here’s what else you need to do: 

• Highlight features or benefits they miss.

• Look for messaging gaps your product can fill.

• Review their titles, bullets, and descriptions closely.

• Note the recurring words, phrases, and keyword patterns they use.

• Track changes over time and refresh your listing to stay competitive.

Step 3: Customer review mining

Customer reviews contain a goldmine of keyword data in natural language. Analyze:

• Positive reviews for benefit-focused terms

• Negative reviews for problem-solution terms

• Questions in the Q&A section for informational terms

This approach works especially well for niche products. For example, if you sell medical alert smartwatches, you might notice customers repeatedly mention phrases like “easy to press the button,” “fast emergency response,” or “works without a smartphone.” 

These are not technical specs; they are golden keywords based on real needs and the language your buyers use. 

Step 4: Amazon search bar suggestions

Amazon's autocomplete feature reveals high-volume search terms. Simply enter your main keyword followed by each letter of the alphabet:

• "Amazon standing desk a"

• "Amazon standing desk b"

These auto-suggestions reflect real customer search behavior. Collect them systematically to build a keyword list based on what shoppers type. It is a quick, low-cost way to uncover trending keywords hiding in plain sight.

The keyword playbook: 5 Amazon best practices you cannot skip

Start with your current listing and match each best practice to it. Optimize one area at a time to make sure Amazon's search engine picks up the right signals.

I. Use category-specific keyword strategies

Choose keyword-related terms that make sense for your product type, not just what ranks broadly. With this, your listing speaks the language of your niche and shows up in the right corners of the online marketplace.

Why does this work?

Amazon’s search engine cares more than just about popularity, it cares about relevance. When you use keywords tailored to your category, your listing looks more relevant, earns better placement, and pulls in buyers who know what they want.

What to do

Tailor your keyword list to highlight what matters most. To help you with this, study how customers shop in your category. You can read reviews, Q&As, and product comparisons to know what they mention the most or what they ask about frequently. 

Here are a few examples to help you get started:

• Home goods: Use room-specific and style-based terms.

• Clothing: Add style, fit, material, and occasion keywords.

• Pet products: Include breed, size, and solution-based terms.

• Electronics: Use keywords that highlight specs, compatibility, and version info.

For specialty categories like outdoor products, combine functional terms with lifestyle keywords. For example, if you are selling high-end outdoor kitchen cabinets, target both practical terms ("waterproof outdoor storage") and aspirational phrases ("luxury outdoor entertaining").

II. Make keywords work, not overwork

Stuffing your listing with all the keywords you can find may feel like a shortcut, but it does more harm than good. Keyword stuffing confuses Amazon’s algorithm, frustrates shoppers, and weakens your message.

So even if you use the best keyword research tool, poor placement or overuse can hurt your organic rank more than it helps. Your keyword strategy should not be about cramming, it should be about placing the right product keywords where they work hardest.

What to do

• Put your primary keyword in the title.

• Read your listing aloud. If it sounds forced, fix it.

• Use synonyms or related terms to avoid sounding robotic.

• Incorporate keywords naturally into bullet points and descriptions.

• Avoid repeating the same phrase too often; once or twice is enough.

• Write for your customer first, then layer in keywords for the algorithm.

III. Maintain consistency across your listing

When you repeat specific keywords across your listing, you build a strong, clear message for both shoppers and Amazon’s algorithm. But when you use one keyword in your title, a different one in your bullets, and another in your description, you blur that message. 

The algorithm does not know what your product really is, and that means a lost ranking. Also, inconsistent wording hurts trust. Shoppers scan listings fast, so if your language jumps around, they move on.

Consistency brings clarity to your listing and shows both Amazon and your customers that your content is polished and rooted in smart SEO copywriting.

What to do

• Align your ad copy and listing copy for a unified message.

• Create a keyword checklist and apply it consistently across all fields.

• Keep your product name and core features worded the same throughout.

• Standardize measurement units and product details so there is no confusion between inches vs. cm or oz vs. grams.

• Include the same key benefits in multiple places to reinforce what makes your product stand out.

• Use the same formatting style (like punctuation and capitalization) throughout your bullets, description, and A+ content.

IV. Use misspellings in backend fields

Shoppers type fast and make mistakes. And then there are people with conditions like Parkinson's, which is the second most common neurodegenerative disease among US adults. It can cause hand tremors and lead to frequent typos when searching.

But guess what? Amazon still picks up those misspelled terms. So use common misspellings in your backend fields to get a chance to rank for search keywords that others ignore. These terms will not clutter your visible content, but they can help your listing show up when someone misspells your product name or brand.

What to do

• Check competitor listings for oddly spelled reviews or phrases.

• Use abbreviations or typos that align with mobile search behavior.

• Look through your reviews or Q&A for misspellings that customers use.

• Search your main keywords and take note of common misspellings in auto-suggest.

V. Ask nicely, get keywords back

A well-timed, polite review request can turn customer language into powerful SEO fuel. 

Why is that?

Because shoppers often include Amazon keywords about your product in their reviews without realizing it. The more natural mentions of popular keywords you collect in feedback, the stronger your listing’s relevance becomes in Amazon SEO.

It is like letting your customers do the writing and keyword seeding for you.

Even better? Review-rich listings make it easier to earn backlinks, since bloggers and influencers like linking to products with social proof.

What to do

Use Amazon’s “Request a Review” button for safe, automated outreach. It automatically sends a standardized, Amazon-approved message asking for a product rating and seller feedback. You can find it in your Seller Central order page and send it once per order.

You can send it within 5 to 30 days after the customer receives the product. Try to send it ASAP when the excitement about your product is still fresh.

If you are sending a review request outside Amazon’s system, remember these:

• Include a quick reminder of product benefits.

• Ask for honest feedback, not a five-star rating.

• Offer support in the same message to build trust.

• Avoid salesy language. Keep it simple and grateful.

Do not tank your rankings: 3 Amazon SEO slip-ups

Whether you rely on premium or free Amazon keyword tool options, if you do not fix these issues early, your rankings can drop before your product gets a fair chance.

1. Seasonal blind spots that hurt your rankings

In 2024, Amazon searches in December were twice as high as they were in June. If you keep using the same keywords year-round, you ignore the search trends or what buyers search for during holidays, weather shifts, or event seasons. Remember, even if your product stays the same, shopper behavior does not.

A grill brush that ranks in June may get buried in December if you do not update your keyword strategy. When you ignore seasonality, you do not just lose traffic, you lose relevance.

Here’s how to stay in season and ahead of the game:

• Use customer Q&A and reviews to spot seasonal needs.

• Add holiday-related keywords leading up to major events.

• Use your keyword tool’s date filters to track seasonal demand.

• Update your backend fields consistently and add keywords that reflect current demand.

2. When great keywords go in the wrong places

Placement matters as much as selection. The product title is where Amazon looks first to understand what you are selling, but many sellers waste their best terms in the bullets or description.

It is like hiding your storefront behind a curtain. If you do not tell Amazon what your product is, loud and clear, you lose your shot at page one.

Here’s how to do it right:

2.1. Product title optimization

Start with this structure:

Here’s an example: TechAudio Bluetooth Headphones, 48 hr Battery, Active Noise Cancelling, Black, Wireless Earbuds with Mic

Keep titles under 200 characters and front-load your most important keywords. On mobile devices, keep it 80 words or fewer so your title can be displayed without truncation.

2.2. Bullet point keyword strategy

Each bullet should highlight one benefit and use 2–3 keywords naturally. Here’s an effective bullet structure:

Here’s an example: CRYSTAL-CLEAR SOUND: Precision-tuned audio delivers immersive quality for calls, streaming, and music lovers.

2.3. Product description keyword integration

Descriptions allow natural keyword placement within compelling sales copy. Include keywords you cannot fit elsewhere, but prioritize readability and persuasion.

For enhanced optimization:

• Include synonyms and related terms.

• Use paragraph headers with keywords.

• Address common customer questions using search terms.

3. Not building a keyword bank

A keyword bank is a master list of different keywords you want to target in your Amazon listings and backend fields.

Why is skipping this step a mistake?

Because you will likely repeat the same terms over and over without realizing how much potential you leave behind. If you do not track how many keywords you are using or spreading across your listing, you waste valuable space.

Even worse, you forget the strong terms you discovered during research because you did not organize them. This is how sellers end up with jumbled bullets, underused backend fields, or keyword-stuffed titles that do not convert.

If keyword research matters, then keeping those keywords visible and ready matters just as much.

Here’s how to avoid this blind spot:

• Add notes on intent or use case for each keyword.

• Add competitor keywords when you find new ones.

• Color-code terms based on performance or placement.

• Separate your list by keyword type (primary, long-tail, backend, etc.).

• Create a spreadsheet for every product with organized keyword columns.

Conclusion

Start with one product and run a quick Amazon keyword research check. Then gather your team to map out which fixes make sense first. Review your keyword types, check your backend fields, or analyze competitor listings. 

Focus on what is blocking your growth. The goal is not to finish everything at once, it is to take one clear step. Choose the tactic that gives you the biggest lift right now, and then keep that progress going.

To help you with this, partner with eStore Factory. With Amazon experts at the helm, you can be sure that your Amazon listing will not be buried in the search results. Reach out today for a custom quote, and take the first step toward smarter rankings that convert.

Author Bio:

Burkhard Berger is the founder of Novum™. He helps innovative B2B companies implement modern SEO strategies to scale their organic traffic to 1,000,000+ visitors per month. Curious about what your true traffic potential is?