Selecting the right keywords for new Amazon product listings remains a persistent challenge for many sellers. While competitors see their sales climb, some products struggle to gain visibility. The solution lies in adopting professional keyword research methods that can make listings stand out in search results.
1. Identifying Benchmark Products: Finding Your Reference Point
Effective keyword research begins with establishing a reference point - identifying comparable products within the same category that demonstrate suboptimal sales performance. Using Helium 10's Xray feature, sellers can analyze search results for core keywords and identify underperforming competitor products. These listings often reveal optimization weaknesses that can be exploited for competitive advantage.
2. Expanding the Sample: Finding Comparable Products
A single benchmark product provides limited insight. Sellers should identify 5-10 similar products sharing comparable form, function, usage, and price points. The Xray tool can analyze these collectively, with product relevance being paramount for accurate keyword analysis.
3. Initiating Keyword Research: Leveraging Cerebro
With benchmark products identified, Helium 10's Cerebro tool generates comprehensive keyword lists associated with these products. The resulting data provides extensive search term options requiring careful evaluation to identify the most valuable keywords.
4. Refining the Selection: Targeting Core Keywords
Cerebro's filtering capabilities enable precise keyword selection through two primary parameters:
- Competitor Ranking (Average): Filters showing keywords where competitors rank between positions 1-30 on Amazon's first search results page, excluding unranked ASINs.
- Ranking Competitors (Count): Identifies keywords used by multiple competitors, with a minimum threshold of four competitors ensuring niche relevance.
These filters can reduce keyword lists from thousands to dozens of high-potential options.
5. Final Selection: Prioritizing Search Volume
The ultimate filter evaluates monthly search volume, with a minimum threshold of 500 searches indicating substantial buyer interest and conversion potential.
6. Practical Application: A Case Study
Consider a kitchen gadget seller who identifies one underperforming benchmark product and five comparable items. Applying the described filters through Cerebro yields nine core keywords demonstrating high search volume, multiple competitor usage, and strong search rankings - all indicators of valuable, conversion-driving terms.
7. Implementation: Optimizing Product Listings
Selected keywords should be naturally incorporated into listing titles, bullet points, and descriptions without overuse. Listing quality remains paramount, requiring attention to images, pricing, and customer reviews to maximize conversion rates.
8. Continuous Optimization: Monitoring and Adjustment
Amazon's evolving algorithms and changing consumer search behaviors necessitate ongoing keyword strategy refinement. Helium 10's Keyword Tracker facilitates real-time monitoring of keyword performance, enabling sellers to adapt to market changes.
This systematic approach to keyword research enables sellers to compete effectively in Amazon's marketplace. Continuous practice and adaptation remain essential for maintaining competitive advantage and achieving sustained sales growth.