3 Tools To Do Keyword Research For Your Amazon Product

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
 3 Tools to Do Keyword Research for Your Amazon
Product
Gen Furukawa / April 6, 2016 /
Private Label Product Launch (https://www.junglescout.com/blog/category/collaborative-private-label-produ
Product Listing Optimization (https://www.junglescout.com/blog/category/product-listing-optimization/) /
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Keyword research is an important process in your Amazon product launch. Investing the time to
properly assess the most important keywords in your niche can maximize your revenue potential and
position your product for the most searched for, and valuable, search queries.
If you have seen the Amazon product listings with the super-long text-heavy keyword-stuffed one-
size- ts-all uber-optimized Product Title, you may wonder what human would actually read such a
title and be convinced to purchase the product. This is a valid question. Humans don’t naturally like
long sentences, but Amazon’s algorithm may nd value in it. The sellers who use these long titles have
done keyword research to identify the exact search terms that they want to target and incorporated
variations in the Product Title, Description, Bullet Points, FAQ, and even images.
(https://yj4dfcucm3mswcd2nbkkg14m-wpengine.netdna-ssl.com/wp-
content/uploads/2016/04/vitamin_c_serum.png)
In this post, we’ll explore different tools that you can use to nd the most important keywords for
your product, and how this can help you sell more product and ultimately generate more revenue.

Keyword Research and Search Engine
Optimization for Amazon
Amazon is one of the largest search engines in the world for ecommerce and products, where a third
of all product searches begin on Amazon (http://www.nytimes.com/2012/09/10/technology/google-
shopping-competition-amazon-charging-retailers.html?_r=0). Because it is a marketplace like no
other, with a black hole of millions and millions of products (perhaps close to 500 million products
(https://export-x.com/2015/12/11/how-many-products-does-amazon-sell-2015/)), it is not the best
place to browse and discover new products. Instead, Amazon users are extremely purchase-focused:
enter the search term for what they want, and check out with maximum speed and ef ciency.
Amazon didn’t patent the one-click checkout for nothing!
Because Amazon shoppers have such a high purchase intent, it is extremely important for you as a
seller to appear at the top of the list when they search for any phrase that is remotely related to your
product.
There are a number of factors that help you rank highly in Amazon’s search results, including the
number and rating of your reviews, the volume of sales that you’ve done in the past, the conversion
rate of how many visitors to your Product Page actually purchase, and how relevant your product is
to the search query. Some of these things require time, but increasing your listing’s relevancy is
something that is immediately in your control.
And the beautiful thing is that there are quantitative ways to know exactly what words you should
include in your listing to maximize your relevancy for the most pro table search queries.
Let’s explore some of the tools and strategies to nd these keywords!

Tool #1: Google Keyword Planner
Google’s Keyword Planner (https://adwords.google.com/KeywordPlanner) is a free tool that will
show you an estimated search volume for any word or phrase, and help you nd other related
phrases. Google has troves of data collected, and the Google Keyword Planner is where you can
access how many searches a given phrase receives. You can also segment the data by geography,
which is helpful if you are selling on Amazon UK or another Amazon site.
To get to the Google Keyword Planner, you do have to create a free AdWords account. You do not
need to create any active campaigns or spend any money though. Once you have created your
account, you can nd the Keyword Planner under the Tools tab:
content/uploads/2016/04/google_keyword_planner-Copy.png)
There are several helpful methods to pull relevant keywords from GKP.
Start With Some Main Keywords

If you drop in some main keywords, or “head terms”, we can start surfacing some other search phrases
that may help us. The strategy here is that we start with the main keywords, like “workout gloves”, and
then niche down into more speci c long tail keywords that people are searching for, like “leather
workout gloves” or “blue workout gloves”.
content/uploads/2016/04/GKP_main_keyword.png)
content/uploads/2016/04/search_term_results.png)
As you can see from the screenshot above, there is some important data that you can nd:
Keyword (by relevance): This is the list of keywords that are most related to the keywords you
entered, in this case it is “workout gloves”.
Average Monthly Searches: While the actual search volume on Amazon will differ from what you see
in GKP, you can assume that the volume will be the same relatively, which helps you prioritize which
keywords will get you the most traf c on Amazon.
content/uploads/2016/04/monthly_searches_-_google_keyword_planner.png)
Competition and Suggested Bid: These columns are more speci c to creating an Adwords campaign,
and not exactly relevant to helping you create an optimized Amazon listing. However, if you get to the
point where you have created your own website off of Amazon, and want to drive paid traf c to the
page, it is certainly valuable information that you’ll want to have!
Enter A Competitor’s Landing Page

If we want to get an idea of some keywords that our competitors are targeting, we can enter their
landing page. If you are unsure of what keywords may be relevant, you can start your keyword
research by referencing a competitor’s site. So just think up some relevant competitive products and
let Google work its magic.
Continuing with the example of workout gloves, if I Google “workout gloves”, what are the top organic
results? It looks like this Walmart page (http://www.walmart.com/tp/workout-gloves) is the top
ranking organic listing, so I can just enter that URL into GKP under the “Your Landing Page” box:

And the following keywords appear:
I like to start by looking only at the “Keyword Ideas” tab, however, Google will also organize the
keywords by suggested Ad group ideas. There may be some helpful niches here that don’t appear in
the Keyword ideas tab, so make sure to scan through these to uncover any hidden gems:
content/uploads/2016/04/ad_group_ideas.png)
You will want to start saving all of the relevant keywords within the GKP, so we can evaluate them
once we’ve gathered a bunch, and rank them by search volume.

content/uploads/2016/04/save_keywords.png)
This saved list of keywords will be handy to identify how to prioritize them based on search volume
and monetary value, more on this later….
Tool #2: Keywordtool.io

Another great tool to get keyword ideas is called Keywordtool.io (http://keywordtool.io/) . Similar to
Google Keyword Planner, you can enter a keyword and then get a list of related search terms that
your target audience is searching for. Best of all, you can get keyword searches speci c for Amazon
(as well as Bing, YouTube and more).

You can really dig into the long tail keywords with this tool, because it uses Amazon’s Auto Complete
to pull up any related keywords that you should consider in your product listing. These are the
additional long tail keywords that Keywordtool.io offers for “workout gloves”, 91 keywords to be
precise:
content/uploads/2016/04/keyword_tool_related_keywords.png)
content/uploads/2016/04/keywordtool.io_keywords_in_GKP.png)
Copy these keywords and you can paste them in bulk into Google Keyword Planner to get estimated
search volume. Again, the search estimates are going to be based on Google traf c, but will still be
helpful in ranking the keywords on a relative basis, so you know which keywords will generate the
most targeted traf c for you.
And from those 91 additional keywords that we copied from Keywordtool.io, we have some
additional long tail keyword ideas:

Tool #3: Jungle Scout
The Google Keyword Planner and Keywordtool.io are helpful to identify search volume, but it doesn’t
address the most important thing: which keywords generate the most sales! This is where cross-
referencing your keywords with Jungle Scout can be very helpful.
Pull up that list of keywords that you have been collecting from GKP and Keywordtool.io.
We can start plugging those in to Amazon, and pull up the Jungle Scout data for the results. Let’s do a
few examples together:
First we can search for “workout gloves with wrist support”:

If we search for “workout gloves for men”:
How about the results for “workout gloves for women”?

And targeting a speci c niche, like cross t: “workout gloves cross t”
And if we target a speci c type of glove, “workout gloves half nger”


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If we examine these results, and do a quick scan of the average sale and price of each of these
keywords, we can see that “workout gloves for men” has the the highest average sales per month, but
also may be more competitive (because it has the highest number of average reviews). Half nger
gloves don’t generate many sales, and some of the top selling products in the niche are incredibly
cheap (how does a $2.22 glove generate any pro t?!).
This is just a small example of how you would go through your keywords to rank them based on
revenue potential. And if you have not yet sourced your product, it can help you identify the speci c
type of glove that may have the most potential. For example, this exercise would indicate that a men’s
glove with wrist wraps may sell more than a women’s glove with half ngers, so you may want to
launch with that men’s glove before you invest in different variations and sizes.
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Research
If you already have a live Amazon listing, and are running pay per click campaigns, then you can see
the actual search queries that trigger your ad. One of the bene ts of running a campaign with
Automatic Targeting is that Amazon will show your ad to any search query that it believes is relevant,
based on your product description. The targeting can be fairly broad, which means that you are
possibly paying for clicks that isn’t targeted traf c. However, the bene t is that you may come across
some good keywords that you didn’t identify while creating your product listing initially.



For example, here is the keyword data from the marshmallow sticks that we have been selling:
2
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content/uploads/2016/04/search_term_report.png)

Once you download the report

Enter email here… into Excel, you can organize
it by which Customer Search Term
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generated a sale (go to the Data Tab > Filter > Largest to Smallest), and it will look like this:


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content/uploads/2016/04/search_term_report_001.png)
This is the data from the campaigns that have been running for Jungle Stix. As you can see, there are
some customer searches that we did not anticipate, like ‘girl scout”, which have converted into sales.
We may want to incorporate these search terms into our Product Listing somewhere.
Another helpful tool similar to Keywordtool.io, is Soovle (http://soovle.com/) (which offers search
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queries from eBay, which is also a search engine with high purchase intent): ×

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content/uploads/2016/04/soovle_ebay.png)
Another free tool is Ubersuggest (https://ubersuggest.io/), which also pulls all of the related keyword
searches. And for those more visually inclined, you can reference a word cloud that may surface some
new ideas:
word_cloud_keyword_tool_uber_suggest
content/uploads/2016/04/word_cloud_keyword_tool_uber_suggest.png)
In Conclusion Enter email here… REGISTER
If you can position your product listing to be optimized for the keywords that are searched most
often, and that have the highest demand, you are setting yourself up for success! As you can see,
these are all free tools and provide helpful data to craft your keyword optimized listing.

We went through this keyword research process to create the listing for Jungle Stix, the private label
bamboo marshmallow sticks. We were able to rank as the top organic product for the main keyword,
“marshmallow sticks”, which was covered in detail here (https://www.junglescout.com/blog/how-to-
get-the-1-position-in-amazon-53-days/).


 marshmallow-sticks-keyword

2
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content/uploads/2016/04/marshmallow-sticks-keyword.png)
Are there other tools that you have found useful in your keyword research? Please share them in the
comments, would love to learn of other resources!
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Gen Furukawa Let's Chat

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1 Comment Sort by Oldest
Add a comment...
Ryo Ogawa · Hiroshimashi, Hiroshima, Japan

Useful article,try to immediately!
 I'm not Private Label seller,I stock items from JP wholeseller.And selling
items that focus on Japan(Noren/Furoshiki etc).
It's so hard to find JP items that have demand from existing amazon

listing,but it would be slove by JS Chrome Extension.
Like · Reply · Jul 19, 2016 10:19pm
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17 Comments on “3 Tools to Do Keyword Research for

Your Amazon Product”
Dennis Lauraya (https://in nii.com/sp/Dlauraya82)

0 4 . 0 7 . 2 0 1 6 AT 2 : 5 9 A M ( H T T P S : // W W W. J U N G L E S C O U T.C O M / B LO G / K E Y W O R D - R E S E A RC H - F O R -YO U R -
A M A ZO N - P RO D U C T/ # C O M M E N T- 1 0 1 3 )
R E P LY  ( H T T P S : / / W W W . J U N G L E S C O U T . C O M / B L O G / K E Y W O R D - R E S E A R C H - F O R - Y O U R - A M A Z O N -
P R O D U C T / ? R E P LY T O C O M = 1 0 1 3 # R E S P O N D )
I was a dream about business. When I was joined a new seller Amazon account few weeks
ago. But I started to learn a little about seller this products and I had a problem with
customer satisfaction. Because I did not realized not to respond the customer’ s email and
their package did not arrived yet or not receiver It or delivery late. When I clicked the
con rm shipment not to provide tracking numbers. I had to refund them back. I had made a
big mistake. I did not know not to print packing slip or buyi shipping.. That’s why I was still
stress. So. Until I found your junglescount on YouTube. I want to learn and study more about
the jungle scout if I am interesting into to sign or not decide yet. I need more time to learn
about the jungle scout. I don’t want to happen that I made a mistake again.
Gen Furukawa

Hey Dennis,
Sorry to hear about your mistake. It sounds like it was a situation where you lost some
money, but learned something.
Let us know if you have any other questions about selling on Amazon or Jungle Scout. Best of
luck!
Gen
 Daniel Little

 P R O D U C T / ? R E P LY T O C O M = 1 0 1 4 # R E S P O N D )
Thanks for the great article!

2
shares Keyword research before ordering a product may also help you to customise your product
even more. I recently found that by doing keyword research for the product I will be sourcing
I also found out other things people are looking for the product to have, and funny enough, I
found high volume keywords for the product that competitors aren’t using and also features I
could add to the product to differentiate myself further!
Gen Furukawa
Hey Daniel,
Great point, absolutely right! It is especially helpful if you have a main (parent) product, and
the option to do different variations, whether men’s/women’s, color, size, half/full nger like
this example with workout gloves.
Sounds like you found a great untapped opportunity!
Gary
Though it costs a little, as does Jungle Scout pro, I’ve found MerchantWords.com useful as it
tracks keywords speci c to Amazon product searches.
Gen Furukawa
Gen Furukawa
Thanks for the suggestion, Gary!
 david

2 P R O D U C T / ? R E P LY T O C O M = 1 0 1 7 # R E S P O N D )
shares how about merchant words? u ever tried it?
Gen Furukawa
Hey David, I have used the free version of Merchant Words, have not used the monthly paid
subscription though. I guess the tricky thing is that there really is no standard for
comparison, as there isn’t any data released by Amazon. I do think that it is helpful as a
relative comparison between keywords though.
dntmb (http://donottellyboss.com/)
0 4 . 0 7 . 2 0 1 6 AT 3 : 0 4 P M ( H T T P S : // W W W. J U N G L E S C O U T.C O M / B LO G / K E Y W O R D - R E S E A RC H - F O R -YO U R -
Another great post! I’ve used all those tools in SEO work too.
Thank you.
Genemail
Enter Furukawa
here… REGISTER
hey, thanks for the comment. Do you have any additional tools or software that you’ve found
helpful in identifying good long-tail opportunities?
Clophy Yung
 I started to run my business on Amazon website but there still are a lot of thing needed to
learn. I want to be more stronger and need more time to learn with JS. Thanks for your
 sharing.
2 Gen Furukawa
shares
Hey Clophy,
Glad that you are building your Amazon business. We try to put out as much helpful content
as possible, one thing that may be helpful for you is watching to launch of Jungle Stix.
You can see every step of the process in these posts here:
http://www.junglescout.com/blog/category/collaborative-private-label-product-launch/
(http://www.junglescout.com/blog/category/collaborative-private-label-product-launch/)
Hope that this helps, if you have more speci c questions let me know and I can try to point
you in the right direction.
Chris
hey Gen, when I use adwords, with an account, it looks very different from your screen shots.
Also it seems like it won’t let me see a dashboard until I commit to a campaign. Did they
change it recently or maybe I’m not clicking the correct button?
Chris
Chris
I see another comment above that had the same issue. I need to run a small campaign.
John (http://www.loudestdeals.com/siteground-coupon-discount/)
 0 5 . 1 6 . 2 0 1 6 AT 1 2 : 0 1 P M ( H T T P S : // W W W. J U N G L E S C O U T.C O M / B LO G / K E Y W O R D - R E S E A RC H - F O R -YO U R -
A M A ZO N - P RO D U C T/ # C O M M E N T- 1 0 5 8 3 )
 R E P LY  ( H T T P S : / / W W W . J U N G L E S C O U T . C O M / B L O G / K E Y W O R D - R E S E A R C H - F O R - Y O U R - A M A Z O N -
P R O D U C T / ? R E P LY T O C O M = 1 0 5 8 3 # R E S P O N D )
 Indeed a great post about keyword research.
2 It is true that keyword research is the very 1st step to target the right traf c from search
shares engines like Google. I have seen so many people who never does keyword research and
always keep themselves busy in writing articles on different different random keywords
which is not good.
If We really want to get potential traf c which can converts easily then we must have to
target the right keyword.
For a productive work, every expert suggest to target long tail keywords with having low
competition. Because long tail keywords with low competition are easily to rank rather than
short tail high competitive keywords.
I always use Google Keyword Planner to check the keyword search volume and Long Tail Pro
for keyword competition score. I am glad that You have covered such an indepth article on
keyword research.
Thanks for sharing it with us.
Gen Furukawa
A M A ZO N - P RO D U C T/ # C O M M E N T- 1 1 9 6 4 )
P R O D U C T / ? R E P LY T O C O M = 1 1 9 6 4 # R E S P O N D )
Hey John, thanks for stopping by and sharing your experiences.
For checking domain competitiveness, I use the Moz free extension here, which is cool
because it shows the gures inside of the google search page. You may want to check it out:
https://moz.com/tools/seo-toolbar (https://moz.com/tools/seo-toolbar)
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Let’s explore some of the tools and strategies to nd these keywords!

Start With Some Main Keywords

Enter A Competitor’s Landing Page

Tool #2: Keywordtool.io

First we can search for “workout gloves with wrist support”:

If we search for “workout gloves for men”:

How about the results for “workout gloves for women”?

And if we target a speci c type of glove, “workout gloves half nger”

Additional Sources for Keyword REGISTER

Once you download the report

 Facebook 1  Twitter  Google+ 1

Gen Furukawa Let's Chat

Enter email here… REGISTER

17 Comments on “3 Tools to Do Keyword Research for

Dennis Lauraya (https://in nii.com/sp/Dlauraya82)

Enter email here… REGISTER

Thanks for the great article!

Sounds like you found a great untapped opportunity!

Thanks for the suggestion, Gary!

 Indeed a great post about keyword research.

Thanks for sharing it with us.

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