Optimizing Keywords for Product Listing

Danica G. Bivens

Bidding on the right keywords to include in your product pages and hidden search-term fields can improve your ranking and ultimately influence your sales.

Harness Amazon’s data

Amazon’s data is actual customer data. It’s not theoretical search-term data sourced from other search engines—it’s what your customers have been searching to find your products.

While Amazon doesn’t publish this information, there are ways to access it:

Utilize the search-term report for sponsored products

Located in Seller Central, a search-term report can be downloaded for any of your automatic campaigns and should be your main source to discover keyword.

Don’t have any automatic campaigns in place? Set up some for your bestsellers and capture your keyword data to optimize your ads and listings.

Use the Amazon search bar

When you type a word in the search bar, Amazon provides you with suggestions based on previous customer searches. This is a great way to get an idea of what shoppers are searching for so you don’t miss any valuable keywords.

Discover keywords using third-party tools

Third-party tools such as Google’s free Keyword Planner are a great way to find lucrative keywords that can help you understand what is being searched for so you can focus on driving targeted traffic to your Amazon listings.

Enter different search terms related to your product, go through the list of suggested keywords and put any that may be relevant in your hidden search-terms field.

You can also save keyword lists related to your products by downloading the data that Google gives you into spreadsheets and sorting by search volume for future reference.

Maximize your hidden-search terms

In the keywords field in your Amazon flat file, you have a 1,000-character limit—use it.

The best way for people to find your products on Amazon is through search, so it’s vital that you use this space to include as many possible customer searches as you can.

Once you harvest a nice chunky list of keywords, narrow down your list to around 10 that you’d like to rank for in Amazon’s Search Engine Results Pages (SERPs).

Include your most important keywords in your product title and pepper them around your product page listing (e.g. in bullet points and the description) so that Amazon knows your product is relevant to someone searching with that keyword.

All you need to know about Amazon kindle direct

Tips for success

Include several color shades that may apply e.g. lime green, teal blue, and fuchsia pink.

Include sizes in centimetres, meters, inches, and feet.

Don’t include commas—this wastes space and doesn’t count.

Avoid repeating words—if you have a keyword in your title or product listings already you don’t need to include it here.

Brainstorm alternative uses for your product that customers may search for.

Customers use adjectives—be sure to include as many descriptive words as possible.

Don’t forget synonyms—what you call a rug, some people might call a carpet or a mat. Be sure to include as many synonyms for your product as possible.

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