“Words can inspire and words can destroy. Choose yours well.” The power of keywords on Amazon is no less.

For ecommerce, Amazon indeed is one of the top three search engines in the world. With millions of purchase-focused shoppers flocking the website on daily basis, amazing things tend to happen on Amazon.

Amazon recently raised the character limit to 250 for all Amazon marketplaces (except Amazon India (200 characters), Amazon Japan (500 characters), and Amazon China (no limit)) for each keyword inside Seller Central. This step by Amazon is symbolic enough to highlight the value of keywords. Finding the most competent keywords for your product will inflate your revenue potential. But knowing is one thing and actually doing it, is another story.

Four easy steps to consider when working on keywords:

1. Research And Compile

The first step is to put your feet in your customer’s shoe. No, not literally! Just try to analyse what will a customer type in the search box, when he needs to buy a product like yours. Ask other people (known or strangers) for their choice of search terms for your product(s). Look out for synonyms. Compile all the possible search terms and phrases into a list.

TipLong Tail Keywords are imperative for any skilled Amazon product ranker. These are the longer, 3+ word phrases, which are exactly what a serious buyer would search with. These are less competitive but much easier to rank up and much more potent to build-up your conversion rate. This is true because, brief or common keywords are used by those shoppers who are still browsing to decide over their choices, whereas, a serious buyer is ready to spend money so he will be specific as he has already narrowed down his choices.

2. Build More Keywords

Unearthing more innovative keywords for your product listing can be done using Amazon Sponsored Ads (Click here for step by step AMS setup guide). While setting up the keyword based ads, Amazon bestows its sellers with a list of best performing search terms or keywords. The other option to get competent keywords is through third party tools or using Amazon SEO services.

The third party tool could be Google Adwords account (by using their Display Planner keyword suggestion tool) or you can use Google Trendz (go through ’related searches’ and you may land some awesome keyword ideas.)

If you wish to go for expert mode, all you need to do is simply hire an Amazon SEO Company. They will handle all the keyword optimization and you will have ample time to expand your business.

3. Execute

The execution part involves adding keywords in four sections- Search terms, Title, features and description.

You must have read many Product Titles which have ‘super lengthy, jam packed, all-purpose keywords’ which are bound to make any head swirl. Wonder who would actually read such a circumlocutory title and also manage to get convinced to purchase the product. While doing the implementation part, remember the thumb rule that placement of a keyword is equally impactful as the quality of the keyword. Titles are the ones most messed up by sellers. Keep your title both detailed yet brief. Add as many keywords as possible, but don’t choke it.

In Search Terms, prefer adding keyword phrases than one word terms. Features look the best when bulleted. Remember not to repeat keywords in features, or you will bore the reader. Description should be used as an invitation card, because you probably added all the keywords at other places. Make it more creative and persuasive.

4. Track Results

Tracking results for keywords is essential to know what works and doesn’t. It is generally neglected by most sellers since it is not feasible due to lack of any Amazon tools. But we suggest you hire an Amazon Ads professional and keep a tab on the results of your methods. Once you know the results for your keywords, you will be empowered to make necessary changes along with the right choices. When it comes to keywords, change is constant.


  • Nice article !!!!!!!, yes it is very important for a store owner to decide the particular keyword of his or her products and many people can’t work well just because their keyword selection is not that good.

    Anyways nice lines by your team ARE and I hope many people will be aspired by this now. Thanks

  • Using keyword tool help identify hundreds of keywords. And picking the right phrases can help boost your amazon listing. Thank you for sharing these tips it is a great help for beginners.

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