Having the right keywords in your listings is a key component to building and sustaining sales of time on Amazon. For the purposes of this article you should think of keywords as falling into two categories:
These are the core terms that shoppers are using to find your (and your competitors!) products. For these to be effective for you, you need to be better at optimizing your listings and also run better ads than your competitors.
Long Tail Keywords
Slightly less obvious keywords that perhaps your competitors haven’t struck upon. They have lower search volumes, but often indicate more motivated or interested buyers.
Top Ways to Find Keywords
Amazon Search Term Report
Let’s start with the obvious: Amazon’s own report that lists the words and phrases shoppers are inputing to find your products. Helpful for finding ‘real world’ words and phrases that sometimes, when you are so close to the product, you miss out on.
Let Amazon do the work for you! Amazon’s Auto-Target PPC campaigns will generate their own list of keywords. Always keep them running with a low budget. These are not for generating sales – though you might get a few. These are for generating valuable search data!
Other Listings – ASINs
In the Search Term Report mentioned above there is a list of terms. But also you will find a section that is a list of ASINs.
ASINs are a set of letters and numbers that start with a B and are around 10 characters long (eg: B08R988XHQ)
When you see these in the Sponsored Search Term Report that means that your product was listed on that ASIN. This often means that someone was looking for your product but found the competition! Examine that listing and see how you can incorporate things into your listing so you become the better match first time out.
Product reviews are a gold mine of ‘real world’ language that people are using to describe a product. Incorporate these into your listing in a natural way to reap the benefits.
Don’t forget to examine the competition’s reviews as well!
Top Selling Competitors
While we’re looking at the competition’s reviews, let’s not forget to find the top-selling competitors in your category and find out what is so appealing on their listing that might be lacking in yours.
It’s a big world out there! Look at competitive products on other eCommerce channels like Walmart, eBay and Target. Due to the differing nature of the marketplaces you might find different keywords and phrases to use for inspiration.
After you find some new powerful keywords you can update not only your listings but also your PPC campaigns.
Don’t forget to checkout Amazon’s own suggestions for the effective use of search terms. That will keep you onside with Amazon and make sure your are getting the most bang for your buck!