Amazon Keyword Research: The Complete Guide for FBA Sellers (2026)

Here's a stat that should terrify you:

70% of Amazon shoppers never scroll past the first page of search results.

If your product doesn't show up when customers search, it doesn't exist. Doesn't matter how good it is. Doesn't matter how competitive your price is. Invisible products don't sell.

The difference between page one and page two? Keywords.

Amazon's search algorithm (A10) decides which products to show based on keyword relevance, sales velocity, and conversion rate. Get your keywords wrong, and you're buried. Get them right, and Amazon's algorithm becomes your best salesperson - showing your product to thousands of ready - to - buy customers every day.

This guide breaks down exactly how to research, select, and implement keywords that rank. No fluff. Just the data - driven process that separates top sellers from everyone else.

New to FBA? Start with our What is Amazon FBA? guide first. Already selling but struggling with product selection? Check out How to Start Amazon FBA for the full framework.

Why Amazon Keyword Research Matters

Let's be blunt: Amazon is a search engine that happens to sell products.

63% of online product searches start on Amazon - not Google. When someone types "wireless earbuds for running" into that search bar, Amazon's algorithm scans millions of listings to find the best matches.

Here's what the algorithm considers:

Notice what's at the top? Keyword relevance.

Without the right keywords, you don't even get a chance to compete on the other factors. Your product never appears in search results. No impressions. No clicks. No sales.

The Math That Should Convince You

Let's say your main keyword gets 5,000 searches per month.

Same product. Same price. Same reviews. But 10x more traffic just from ranking higher - and ranking higher starts with keywords.

How Amazon's A10 Algorithm Works

Amazon doesn't publish its algorithm details (no search engine does). But after years of seller data analysis, we know the key factors:

1. Keyword Indexing

Before your product can rank for a keyword, Amazon must index it - meaning Amazon recognizes your product is relevant to that term.

Keywords can be indexed from:

• Product title
• Bullet points
• Product description
• Backend search terms (hidden keywords in Seller Central)
• A+ Content (to a lesser degree)

If a keyword isn't in any of these places, you won't show up for it. Period.

2. Keyword Relevance

Once indexed, Amazon evaluates how relevant your product is to the search. This is where placement matters:

Keywords in your title carry the most weight. But stuffing your title with keywords makes it unreadable - and hurts conversion. Balance is everything.

3. Sales Performance

Here's the chicken - and - egg problem: Amazon ranks products that sell well, but products need to rank to sell.

The solution? Launch with PPC.

When you bid on keywords through Sponsored Products, you get immediate visibility. If those clicks convert to sales, Amazon's algorithm learns your product is relevant for those keywords - and your organic ranking improves.

This is why keyword research matters for both organic listings AND paid advertising.

Types of Amazon Keywords

Not all keywords are created equal. Understanding the different types helps you build a balanced keyword strategy.

Short - Tail Keywords (Head Terms)

Definition: Broad, 1 - 2 word phrases with massive search volume.

Examples:

• "yoga mat"
• "wireless earbuds"
• "kitchen knife"

Pros:

• Huge search volume (10,000 - 100,000+ monthly searches)
• Brand awareness potential

Cons:

• Extremely competitive
• Lower conversion rate (searchers are browsing, not buying)
• Expensive PPC bids ($1 - 5+ per click)

When to use: Established products with strong reviews and sales history. Not recommended for new listings.

Long - Tail Keywords

Definition: Specific, 3+ word phrases with lower volume but higher intent.

Examples:

• "extra thick yoga mat for bad knees"
• "wireless earbuds for small ears"
• "Japanese chef knife 8 inch"

Pros:

• Lower competition
• Higher conversion rate (searchers know what they want)
• Cheaper PPC bids ($0.30 - 1.00 per click)
• Easier to rank organically

Cons:

• Lower individual search volume (100 - 3,000 monthly searches)
• Need multiple long - tail keywords to build traffic

When to use: New listings, niche products, and PPC campaigns with limited budgets. This is where most FBA sellers should focus.

Branded Keywords

Definition: Keywords that include a brand name.

Examples:

• "Nike running shoes"
• "Instant Pot pressure cooker"
• "Anker wireless charger"

When to use: Only if you're selling that brand (authorized reseller) or it's your own brand. Using competitor brand names in your listing violates Amazon's Terms of Service.

Seasonal Keywords

Definition: Keywords with search volume that spikes during specific times of year.

Examples:

• "Christmas decorations" (October - December)
• "pool floats" (April - July)
• "back to school supplies" (July - August)

When to use: Plan inventory and listing optimization 2 - 3 months before peak season. Update backend keywords seasonally.

How to Find Amazon Keywords (Step - by - Step)

Method 1: Amazon Autocomplete (Free)

The simplest method - and often overlooked.

1. Go to Amazon.com
2. Type your main keyword into the search bar
3. Don't press Enter - look at the autocomplete suggestions
4. Add letters after your keyword to see more variations

Example: Type "yoga mat" and you'll see:

• yoga mat thick
• yoga mat non slip
• yoga mat with strap
• yoga mat for kids

These are real searches that real customers type. Amazon wouldn't suggest them otherwise.

Method 2: Competitor Reverse ASIN Lookup

Why guess when you can see what's already working?

A reverse ASIN lookup shows you every keyword a competitor's product ranks for - both organic and sponsored.

How to do it:

1. Find a successful competitor (BSR under 10,000, 100+ reviews)
2. Copy their ASIN (the 10 - character product ID)
3. Run it through a keyword tool

The Launch Fast PPC Insights Tool takes this further. Enter your ASIN plus up to 10 competitor ASINs and get a deep keyword research analysis:

Overview Dashboard:

• Side - by - side ranking comparison for every keyword
• Top search volume keywords across all competitors
• Top converting keywords (which terms actually drive sales)

Full Keyword List:

• Complete database of every keyword your competitors rank for
• Search volume, ranking position, and conversion data for each

Opportunities Tab:

• Keywords under 15,000 search volume - the sweet spot for new sellers
• Lower competition terms your competitors might be overlooking
• Actionable list of keywords to target immediately

Gap Analysis (The Game - Changer):

• Keywords YOU rank for that competitors don't → Defend these positions
• Keywords COMPETITORS rank for that you don't → Opportunity to expand
• Keywords NO ONE ranks for → Blue ocean opportunities for PPC

This isn't just seeing competitor keywords. It's understanding the entire competitive landscape and finding exactly where you can win.

Method 3: Amazon Brand Analytics (For Registered Brands)

If your brand is enrolled in Amazon Brand Registry, you get access to Brand Analytics - Amazon's own keyword data.

Key reports:

• Search Query Performance: See which keywords drive impressions, clicks, and sales for YOUR products
• Top Search Terms: The most popular search terms across Amazon, updated weekly
• Search Catalog Performance: How your products perform at each stage of the funnel

This is first - party data directly from Amazon. Nothing is more accurate.

Method 4: PPC Search Term Reports

Already running Sponsored Products campaigns? Your Search Term Report is a goldmine.

This report shows the exact search terms customers used before clicking your ad - including terms you never targeted directly.

How to use it:

1. Download your Search Term Report from Seller Central
2. Filter for terms with high impressions AND high sales
3. Add those terms to your organic listing
4. Create exact - match PPC campaigns for top performers

Many sellers ignore this report. Don't be one of them.

Method 5: Launch Fast Keyword Research Suite

Manual research works, but it's slow. And you're missing the competitive intelligence that separates top sellers from everyone else.

The Launch Fast Keyword Research Suite combines discovery, competitive analysis, and tracking in one platform:

PPC Insights (Competitive Analysis):

• Enter your ASIN + up to 10 competitor ASINs
• Get a complete keyword landscape for your niche
• See top search volume keywords and top converting keywords
• Opportunities tab filters for keywords under 15K volume (new seller sweet spot)

Gap Analysis:

• Keywords you rank for, competitors don't → Protect these
• Keywords competitors rank for, you don't → Target these
• Untapped keywords → Blue ocean for PPC campaigns

Rank Tracker:

• Track organic position week - over - week
• Daily search volume correlation
• Tag keywords by campaign for performance overview
• Conversion heatmap shows highest - converting keywords in your category

Instead of spending hours on manual research, get actionable competitive intelligence in minutes.

How to Evaluate Keywords

Finding keywords is step one. Evaluating them is where strategy happens.

The 4 Metrics That Matter

Red Flags to Avoid

• Irrelevant high - volume keywords: "Yoga" has huge volume, but people searching it aren't looking to buy a yoga mat
• Branded keywords you don't own: Using "Lululemon yoga mat" when you're not Lululemon violates ToS
• Extremely competitive keywords: "Wireless earbuds" as your main keyword is suicide for a new listing
• Seasonal keywords (unless planned): Don't build your strategy around "Christmas gifts" in January

The Sweet Spot

The best keywords for most FBA sellers:

• Search volume: 1,000 - 10,000 monthly searches
• Competition: Low to medium
• Relevance: Directly describes your product or use case
• Intent: Specific enough that searchers are ready to buy

Long - tail keywords usually hit this sweet spot. "Yoga mat thick for bad knees" converts better than "yoga mat" even though it has 1/10th the search volume.

Where to Place Keywords in Your Listing

Once you've identified your target keywords, placement is critical.

Product Title (Most Important)

Your title carries the most keyword weight. But it also needs to convert humans - not just algorithms.

Best practices:

• Lead with your main keyword
• Include 2 - 3 secondary keywords naturally
• Keep it readable (no keyword stuffing)
• Stay under 200 characters

Good example:

Extra Thick Yoga Mat for Bad Knees - 1/2 Inch Non - Slip Exercise Mat with Carrying Strap - 72x24 Inch

Bad example:

Yoga Mat Thick Yoga Mat Non Slip Yoga Mat Exercise Mat Fitness Mat Gym Mat Floor Mat

The second example might index for more keywords, but no one's clicking on that mess.

Bullet Points

Your five bullet points should:

• Highlight key features and benefits
• Include secondary keywords naturally
• Address customer pain points
• Be scannable (start with CAPS for key features)

Example bullet:

EXTRA THICK 1/2 INCH CUSHIONING - Our premium yoga mat provides superior joint protection for knees, wrists, and elbows. Perfect for yoga, pilates, floor exercises, and stretching routines.

This naturally includes keywords like "yoga mat," "joint protection," "pilates," and "floor exercises."

Backend Search Terms

Backend keywords are hidden from customers but indexed by Amazon. This is where you put:

• Synonyms ("exercise mat," "fitness mat," "workout mat")
• Misspellings ("yogo mat," "yoga matt")
• Alternate phrasings ("mat for yoga," "yoga floor mat")
• Related terms ("home gym equipment," "stretching accessories")

Rules:

• 250 bytes total (roughly 250 characters)
• No commas needed - spaces separate terms
• No brand names you don't own
• No subjective claims ("best," "top - rated")

Product Description / A+ Content

Lower keyword weight, but still matters. Use your remaining keywords here naturally while focusing on conversion copy.

Keyword Research for PPC Campaigns

Keywords for organic listings and PPC campaigns overlap - but strategy differs.

Start with Auto Campaigns

When launching a new product:

1. Create an Auto Campaign with default targeting
2. Let it run for 2 - 4 weeks
3. Download the Search Term Report
4. Identify converting keywords

Auto campaigns let Amazon's algorithm find keywords for you. Some will surprise you.

Graduate to Manual Campaigns

Once you have data:

1. Create Manual Campaigns for your top - performing keywords
2. Use Exact Match for proven converters
3. Use Phrase Match to discover related terms
4. Use Broad Match sparingly (burns budget fast)

Negative Keywords

Just as important as targeting keywords: excluding bad ones.

If your yoga mat keeps showing for "yoga pants" (wrong product) or "cheap yoga mat" (wrong customer), add those as negative keywords.

Review your Search Term Report weekly and add negatives for:

• Irrelevant searches
• Searches with clicks but no conversions
• Competitor brand names

The Complete Keyword Workflow (Using Launch Fast)

Phase 1: Competitive Discovery

1. Enter your ASIN + 10 competitor ASINs into PPC Insights
2. Review the Overview Dashboard to see where everyone ranks
3. Note the top converting keywords - these drive actual sales
4. Export the Opportunities Tab (keywords under 15K volume)

Phase 2: Gap Analysis

1. Open Gap Analysis to identify strategic opportunities
2. Defend: Keywords you rank for but competitors don't - maintain these positions
3. Attack: Keywords competitors rank for but you don't - add to PPC campaigns
4. Blue Ocean: Keywords no one ranks for - test with low - budget campaigns

Phase 3: Implementation

1. Add top opportunity keywords to your backend search terms
2. Create exact - match PPC campaigns for high - converting keywords
3. Create broad - match campaigns for blue ocean keywords (discovery)
4. Tag each campaign group in Rank Tracker

Phase 4: Tracking & Optimization

1. Monitor week - over - week organic ranking for target keywords
2. Check if PPC spend correlates with organic improvement
3. Review Conversion Heatmap to find new high - converting opportunities
4. Monthly: Re - run Gap Analysis to spot new competitor keywords

Phase 5: Scaling

1. Increase budget on campaigns that move organic ranking
2. Reduce spend on keywords where you've achieved page - one organic
3. Repeat the cycle with new competitor ASINs

This workflow turns keyword research from a one - time task into a continuous competitive advantage.

Common Keyword Research Mistakes

1. Keyword Stuffing

Cramming every keyword into your title destroys readability and conversion. Amazon's algorithm is smart enough to understand context - you don't need to repeat "yoga mat" five times.

2. Ignoring Long - Tail Keywords

New sellers chase high - volume head terms and wonder why they can't rank. Long - tail keywords are your path to page one.

3. Set - and - Forget Mentality

Keywords aren't a one - time task. Search behavior changes. Competitors enter the market. Seasonal trends shift.

Review and update your keywords quarterly at minimum.

4. Copying Competitors Exactly

Reverse ASIN is for inspiration, not copying. If you target the exact same keywords as an established competitor, you'll lose. Find gaps they're missing.

5. Ignoring Search Intent

"Yoga mat reviews" has decent search volume - but those searchers want information, not a product. Focus on keywords with purchase intent.

Tools for Amazon Keyword Research

Free Tools

Paid Tools

Why Launch Fast for Keyword Research?

Most tools show you keywords. Launch Fast shows you opportunities.

PPC Insights: Analyze your ASIN against 10 competitors simultaneously. See who ranks where, which keywords convert, and where the gaps are.

Opportunities Tab: Pre - filtered list of keywords under 15,000 search volume - the exact range where new sellers can compete and win.

Gap Analysis: Know exactly which keywords to attack (competitors rank, you don't) and which to defend (you rank, they don't).

Rank Tracker: Track week - over - week organic position for any keyword. See daily search volume. Tag by campaign. Conversion heatmap shows what's working across your entire category.

Instead of paying for separate keyword tools, product research tools, and rank trackers, you get everything in one platform.

Try the full toolkit →

Tracking Keyword Performance

Research is step one. Tracking results is how you improve.

Here's the question every FBA seller needs to answer: Are my PPC ads actually improving my organic rankings?

Because that's the whole point. You spend money on ads to generate sales velocity. That sales velocity should push your organic ranking higher. Eventually, you can reduce ad spend and maintain position through organic traffic.

But without tracking, you're flying blind.

What to Monitor

• Organic rank for your target keywords (are you moving up?)
• Daily search volume for your keywords (is demand stable?)
• PPC - to - organic correlation (are paid clicks improving organic position?)
• Conversion rate by keyword (which terms actually drive sales?)
• ACoS for PPC (is your ad spend profitable?)

The Launch Fast Rank Tracker

The Launch Fast Rank Tracker is built specifically to answer the PPC - to - organic question.

Week - over - Week Ranking Trends:

• Enter any keyword and track your organic position over time
• See if your PPC spend is translating to organic ranking improvements
• Daily search volume overlay shows correlation between demand and rank changes

Campaign Tagging:

• Tag keywords by PPC campaign (Brand, Competitor, Category, etc.)
• Get a bird's - eye view of which campaigns move the organic needle
• Identify which ad groups deserve more budget

Conversion Heatmap:

• Visual overview of ALL keywords in your category
• See which keywords convert highest across ALL competitors
• Identify high - converting terms you're not targeting yet

This isn't just rank tracking - it's connecting your paid and organic strategy so you can see exactly what's working.

How Often to Check

FAQ: Amazon Keyword Research

How many keywords should I target?

Focus on 1 main keyword and 5 - 10 secondary keywords for your listing. Your backend can hold additional variations (up to 250 bytes).

For PPC, start with 10 - 20 keywords per campaign. Expand based on performance data.

How long does it take to rank for a keyword?

With proper optimization and PPC support, you can see ranking improvements within 2 - 4 weeks. Ranking on page one for competitive keywords typically takes 2 - 3 months of consistent sales.

Should I use the same keywords as my competitors?

Use competitor research for ideas, but don't copy exactly. Look for keyword gaps - terms they're missing that you can own.

How often should I update my keywords?

Review keywords monthly for PPC campaigns. Update your listing keywords quarterly or when you notice ranking drops.

Do backend keywords really matter?

Yes. Backend keywords are indexed just like title keywords - they just don't appear on your listing. Use all 250 bytes.

Start Ranking Higher Today

Keyword research isn't glamorous. But it's the foundation of Amazon success.

The sellers who dominate page one aren't lucky. They're strategic. They research what customers actually search for. They optimize their listings accordingly. And they track results to continuously improve.

Here's your action plan:

1. Identify your main keyword - The primary term that describes your product
2. Find 5 - 10 secondary keywords - Long - tail variations and related terms
3. Analyze the competition - See what's working for top sellers
4. Optimize your listing - Place keywords strategically in title, bullets, and backend
5. Launch PPC campaigns - Use keywords to drive initial traffic and data
6. Track and iterate - Monitor rankings and adjust based on performance

Ready to skip the guesswork?

Sign up for Launch Fast and get instant access to the complete keyword research suite:

• PPC Insights: Analyze your ASIN against 10 competitors. See who ranks where.
• Opportunities Tab: Pre - filtered keywords under 15K volume for new sellers
• Gap Analysis: Find exactly which keywords to attack and defend
• Rank Tracker: Track organic position week - over - week with campaign tagging
• Conversion Heatmap: See which keywords convert highest in your category

Plus Product Sniper, Supplier CRM, and the complete FBA research toolkit.

Your first page - one ranking starts with your first keyword. Let's find it.