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Amazon SEO Tools: How They Can Help You To Grow Your Amazon FBA Business

Amazon is an attractive sales channel for e-commerce merchants as it provides access to a massive audience of loyal shoppers. If you want to make the most of this user base, you’ll want to learn how to use Amazon SEO tools to increase your products’ exposure.

Amazon SEO is the process of optimizing your product listings so that they appear higher in the results for customer searches. When you optimize your listings for Amazon SEO, you are able to get a steady flow of organic traffic to your products.

If your listings do not rank organically for important terms, your business will have to rely on paid advertisements to get visitors to your products. While ads can be effective, it can be hard to scale your business strictly with paid advertisements.

At its core, Amazon SEO comes down to keyword research and listing optimization. In this post, we’ll examine how Amazon keyword research tools can help streamline your SEO strategy so that you can grow your Amazon sales faster.

How does the A9 algorithm work?

Similar to search engines like Google, Amazon uses its own formula for deciding how to rank search results. They call it the A9 algorithm. The algorithm starts by evaluating how different listings are using keywords to decide which products are the most relevant. If a product listing doesn’t contain the keywords in a shopper’s query, it is very unlikely that it will rank for that term.

The A9 algorithm also evaluates the likelihood that someone purchases the product. It does so by looking at your product’s conversion rate, overall sales, and click-through rate (CTR). The better your product performs, the higher it will rank. Amazon earns a fee for each sale so it is beneficial for them to prioritize high-performing products.

Benefits of using Amazon SEO tools

When you get started with Amazon SEO you’ll have the choice of using an Amazon SEO tool or performing keyword research manually. Amazon SEO tools are highly recommended as they take the hard work out finding the right terms to target.

Instead of having to manually search for different phrases, the SEO tool can pull data directly from Amazon to give you a list of relevant terms. You just simply need to enter a seed keyword to start. Here are some additional benefits to using an Amazon keyword tool:

  • Find keywords faster: With an Amazon SEO tool you can quickly find all valuable terms related to your listings just by searching on a product or keyword level
  • Know your competitor’s keyword rankings: Amazon SEO tools allow you to see what keywords are bringing traffic to your competitors. This can help ensure that you are not missing profitable opportunities. It can also help you find gaps in your competitors’ rankings which you can then target for quick wins.
  • See how a keyword is trending over time: Amazon SEO tools give you the ability to see how the interest for a particular keyword is changing. By studying the changes in monthly search volume, you can get a better idea of the keyword's current demand.

Examples of Amazon SEO tools

The right Amazon keyword tool is critical to streamlining your keyword research process. Our first recommendation is for AMZScout. They offer a variety of software to explore keywords including AMZScout Amazon Keywords Search and the Reverse ASIN Lookup tool. Let’s see how you can use each of these tools to quickly find relevant keywords for your listings:

1. AMZScout Amazon Keyword Search

To find keywords using the Amazon Keyword Search tool, you start by typing a search term into the search bar. The results will only include related phrases with all the words you enter into the search bar. As such, it is recommended to keep your searches to three words or less, otherwise, you’ll limit your results.

Before you proceed to find keywords, there are two other parameters you can set. First, you can choose the range for the number of words in your keyword results. You can also select a minimum and maximum for the search volume for each keyword.

AMZScout Amazon Keyword Search

Once you have defined your search parameters you click the Find Keywords button to generate the results. The results page will show a list of all the keyword ideas that met your search criteria. Next to each term, you will see:

  • Estimated monthly search volume: This shows the estimated amount of searches the keyword will receive over a month. It is calculated by averaging prior months’ search volume.
  • Sales for Page 1: This shows the number of sales your product needs to have over an eight-day period to appear on the first page for the term.

When you click on the search term, you are taken to the AMZScout Product Database. This will give you a list of all the products that contain the keyword along with each item’s rank, rating, estimated sales and more.

The search volume column contains a chart icon you can click to get a more granular view of the term’s search volume history. Doing so opens a bar chart showing the number of searches the term received over recent months.

AMZScout Amazon Keyword Search  2

2. Reverse ASIN Lookup tool

The Reverse ASIN Lookup tool works similarly to the Keywords Search tool—only searches are made on a product level instead of a keyword level.

You type the ASIN into the search bar and set the number of keywords and search volume parameters as you did with the Keywords Search tool.

Reverse ASIN Lookup tool

The results page will give a list of keywords related to the product. Like the Keyword Search tool, each term’s monthly search volume and sales required for page one are included. The page will also show the following metrics:

  • Organic Rank Page: This metric shows the current page where the product organically ranks for the term
  • Organic Rank Position: This metric shows how high on the results page the product is ranked.
  • Relevance Score: This metric gives a score for how relevant the search term is to the product.

3. Free keyword research tools

There are also a number of different free tools you can use to find relevant keywords. Some of these tools aren’t specific to Amazon but still provide an overview of the interest in different search terms. A great example is Google Trends.

When you enter a keyword into the tool, you’ll see a graph showing how that term’s interest is changing over time. The results also include a list of related topics and related queries you can use for new keyword suggestions.

How to Optimize your Product Listings

With a better understanding of how you can use Amazon SEO tools to find relevant keywords, you can begin optimizing your listings for your target terms. Let’s take a look at some best practices you can follow for optimizing important parts of your Amazon listings.

We will use a currently unoptimized listing as an example to see how you can implement the insights gained from your keyword research.

1. Product titles

Product titles give shoppers an overview of what a product is like and should encourage them to click through to the listing. Amazon product titles can be up to 250 characters in length. It is best practice to include the important information searchers are looking for. This includes attributes like size and color as well as any other product specifications.

Here are some other tips for optimizing your Amazon product titles:

  • Add target keywords
  • Capitalize each word
  • Include your brand name
  • Highlight the benefits
  • Include part numbers
  • Avoid promotional messaging

While you want to include your target keywords in your product titles, you do not want to overdo it by keyword stuffing.

If you look at our example product, you’ll see a very thin product title without any keywords.

SAmple product

We can improve this listing by finding well-searched terms and adding them to the title. Using the product category “Plush Toy” as a seed phrase in the AMZScout Keyword Search tool, you’ll find relevant terms like:

  • Plush toy for dogs
  • Doll plush toys
  • Interactive plush toys

With these terms, you can create a more optimized title like: Petface Dougi Deli Cord: Interactive Doll Plush Toy For Dogs.

2. Product descriptions

Your product details are an equally important element to optimize for Amazon search. Amazon product information is divided into two sections; features and descriptions. The description appears further down the page and may contain text, images, and graphics.

The features section highlights the main traits of the product. It consists of bullet points that appear beneath the product’s price. Customers rely on a product’s bullet points to learn the specific details about an item and whether it will meet their needs.

As a general rule, the more thorough your descriptions, the better your products will convert. This in turn will lead to better search rankings.

You are able to add five bullet points with a character limit of 500 to each listing.

Here are some best practices for optimizing your Amazon bullet points:

  • Begin each bullet with a capital letter
  • Focus on the five most important features
  • Spell out measurements and write numbers as numerals
  • Avoid company information and promotions

If we look at our example product, we’ll see that there is very little detail in the product bullets and only a few sentences for the product description.

We can improve this listing by taking the keywords we added to the title and placing them in the features and description as well. We can also find more terms to create a more robust listing by analyzing competing products.

Click the Plush Toys link in the breadcrumbs to navigate back to the product’s category. Look for a high-performing product like the one marked in the box.

Product description

Scroll down the product page and find the ASIN. You can then enter the ASIN into the AMZScout Reverse ASIN Lookup tool to find more relevant keywords.

AMZScout Reverse ASIN

As you can see, there are plenty of terms we could use to bolster the quality of this listing.

3. Reviews and images

There are other, less keyword focused elements of your product listing, you should optimize as well. Most notably product reviews and images. These two play a critical role in how well your products convert.

Many shoppers will analyze product reviews before making a purchase. If your listings do not have ample reviews, shoppers may not feel comfortable enough to make a purchase. You should reach out to previous customers and ask them to leave feedback (be sure to follow Amazon’s rules for buyer communications).

Images help give customers a better sense of the product and try to replicate the in-person shopping experience as much as possible. Along with following Amazon’s basic image requirements, you should look to include multiple images for each listing.


Amazon SEO tools make it easy to find and compile relevant keywords. They also give you useful performance data to forecast your potential SEO impact more accurately. If you’re an Amazon seller that wants to maximize your organic sales, these tools can prove a valuable asset.

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