Navigating the Amazon marketplace can feel like sailing through a competitive ocean of countless products and sellers. Every entrepreneur dreams of standing out, capturing customer attention, and climbing those coveted search rankings. But here’s the secret weapon many successful sellers use: strategic keyword research that unveils their competitors’ hidden strategies.

Imagine having a map that shows exactly how top sellers attract customers, the precise words that make products shine in search results, and the insights that can transform an average listing into a sales powerhouse. This guide isn’t just about finding keywords – it’s about understanding the language of Amazon success. 

Ways to Find Competitors’ Ranked Keywords on Amazon

Amazon’s vast marketplace offers multiple approaches for discovering high-performing keywords. Sellers can leverage both manual research techniques and sophisticated digital tools to extract meaningful keyword intelligence.

Method 1: Manual Research Techniques

Manual research provides an accessible starting point for sellers looking to understand keyword dynamics without investing in expensive tools. This approach requires patience and strategic observation.

Amazon Search Bar Technique

The Amazon search bar serves as an unexpected goldmine for keyword discovery. When sellers enter relevant seed keywords, the autocomplete suggestions reveal high-performing search terms customers frequently use. Sellers should carefully examine the titles and descriptions of top-ranking products, noting recurring phrases and terminology.

The search bar’s predictive text reflects real-time customer search behaviors, offering genuine insights into popular search patterns. By systematically exploring different product category variations, sellers can compile a robust list of potential keywords.

You can also utilize the Top Search Terms to find the keywords. Here are the steps you will need to follow.

Step 1 – Gather Your Competitor’s ASIN:

• Identify a competitor whose products are similar to yours.
• Find their ASIN (Amazon Standard Identification Number). The ASIN is a unique product identifier and can usually be found in the product URL.

Step 2 – Access Amazon Brand Analytics:

• Log into Seller Central.
• Go to the Brands section and select Brand Analytics.

Step 3 – Input Your Competitor’s ASIN:

• Locate the Top Search Terms section within Brand Analytics.
• Enter your competitor’s ASIN into the designated field.
• Set a suitable timeframe (e.g., weekly, monthly) to analyze the data.

Step 4 – Analyze the Results:

• The tool will display a list of keywords that drove traffic to your competitor’s product.
• Identify high-performing keywords with high search volume and a significant number of clicks and conversions.
• Assess keyword difficulty. High-competition keywords may require more effort to rank for.

Brand Analytics Approach

Amazon Brand Analytics provides registered brand owners with a powerful competitive intelligence tool. This feature offers detailed insights into top search terms within specific product categories. Sellers can access comprehensive data about keyword performance, including search frequency and ranking positions.

Access to Brand Analytics requires brand registry, making it an exclusive resource for sellers who have officially registered their brands with Amazon. The data generated through this platform can significantly inform listing optimization strategies.

Method 2: Utilizing Reverse ASIN Lookup Tools

A reverse ASIN lookup involves entering a competitor’s ASIN (Amazon Standard Identification Number) into a specialized tool to uncover the keywords that product ranks for in Amazon’s search results. Each product on Amazon has a unique ASIN, which serves as its identifier. This method allows sellers to “spy” on their competitors’ keyword strategies, gaining insights into effective search terms that drive traffic and sales.

How Reverse ASIN Lookup Tools Operate?

Specialized software like Helium 10’s Cerebro and AMZScout have transformed keyword research by implementing advanced data scraping techniques. These tools systematically collect and analyze Amazon’s search result data, generating comprehensive keyword reports.

• Data Collection: These tools scrape Amazon’s search results to gather a massive amount of keyword data, including search volumes and ranking positions.
• ASIN Input: You simply input the ASIN (Amazon Standard Identification Number) of a competitor’s product into the tool.
• Keyword Analysis: The tool then generates a comprehensive list of keywords that the specified product ranks for, along with valuable metrics such as:
  • Search Volume: The number of times a keyword is searched on Amazon.
  • Competition: The level of competition for each keyword.
  • Ranking Position: The position of the competitor’s product for each keyword.

These tools extract valuable information such as search volume, keyword ranking positions, and competition levels. The Cerebro IQ Score, for instance, provides a nuanced assessment of keyword effectiveness by evaluating search volume relative to competitive landscape.

Conclusion

Keyword research is more than just a technical exercise – it’s the art of understanding your customers and outsmarting the competition. Every successful Amazon seller knows that knowledge is power, and the right keywords can be the difference between blending in and standing out. While the journey might seem challenging, remember that every big success starts with small, strategic steps.

We’re excited to hear about your keyword research adventures! Have you discovered any unique strategies? Encountered interesting challenges? Your experiences can help other sellers navigate the complex world of Amazon marketing. Don’t hesitate to drop a comment below and share your insights. Your story might just be the inspiration another seller needs to take their business to the next level.