In this guide, we’ll break down how keywords work on Amazon, where to use them, how to find the best ones, and the tools you can use to stay ahead of the competition.
???? What Are Keywords in Amazon?
Keywords in Amazon are the words and phrases customers type into the search bar when looking for products. The Amazon algorithm (A9/A10) matches those search queries with your product listings—if your keywords are relevant and well-placed.
There are two types of keywords:
- Primary (Main): High-volume, broad terms (e.g., "wireless earbuds")
- Secondary (Long-tail): More specific, less competitive phrases (e.g., "wireless earbuds for small ears")
???? Where to Use Keywords in Amazon Listings
To improve search rankings, place keywords in the following areas:
1. Product Title
- Most powerful field for keyword indexing
- Put your main keyword near the beginning
2. Bullet Points
- Use secondary and supporting keywords
- Keep it readable—don’t keyword stuff
3. Product Description / A+ Content
- Use long-tail keywords naturally
- Tell a story while targeting relevant phrases
4. Backend Search Terms (Hidden Keywords)
- Located in Seller Central
- Used only for search indexing (not visible to customers)
- Include synonyms, misspellings, alternate terms
- Max 250 characters; don’t repeat keywords from title or bullets
????️ How to Find the Best Amazon Keywords
Use keyword research tools that are tailored for Amazon:
✅ Top Tools:
- Helium 10 – Cerebro, Magnet, Frankenstein
- Jungle Scout – Keyword Scout
- AMZScout – Keyword Tracker
- SellerApp
- DataHawk
- Amazon Brand Analytics (if brand registered)
???? What to Look For:
- Search Volume – Higher means more potential traffic
- Relevancy – Is it truly connected to your product?
- Competition – Some keywords are too saturated
- Conversion Potential – Use PPC data to see what actually converts
???? Keyword Placement Tips
- Don’t repeat the same keyword across all fields (Amazon counts it once)
- Use natural language—write for humans, not just the algorithm
- Avoid irrelevant keywords—they may increase traffic but reduce conversion
- Update regularly—seasonal trends and customer behavior shift over time
???? Example: Keyword Usage in an Optimized Listing
Product: Bluetooth Wireless Earbuds
- Title:
Bluetooth Wireless Earbuds with Noise Cancelling, 40H Playtime, Waterproof, Mic – Black - Bullets:
- CRYSTAL CLEAR SOUND – Advanced audio drivers for immersive music
- COMFORTABLE FIT – Ergonomic design ideal for small ears
- LONG BATTERY LIFE – Up to 40 hours with charging case
- Backend Search Terms:
wireless headphones bluetooth earbuds small earphones noise canceling airpod alternative
???? Bonus Tips
- Use PPC campaigns to test which keywords convert best
- Study competitor listings—what keywords are they using in titles and bullets?
- Create a keyword tracker spreadsheet to monitor your rankings over time
- Use Amazon Search Terms Report to find what customers are actually typing
???? Final Thoughts
Using the right keywords in Amazon is the difference between showing up on page 1—or not at all. Effective keyword research, smart placement, and regular optimization will help your listings stay competitive and attract more buyers.
???? Need help finding the best keywords for your product? Share your product name or niche and I’ll give you a keyword list and usage strategy tailored for Amazon!