Amazon Keyword Research: A Guide for Sellers

Amazon keyword research is the foundation of successful selling on the marketplace. By identifying the exact terms shoppers use, sellers can optimise product listings, boost visibility, and increase conversions. For South African sellers, mastering Amazon keyword research is essential to compete effectively and grow sales in this fast-growing platform.

What Is Amazon Keyword Research?

Amazon keyword research is the process of identifying the exact search terms customers type into Amazon’s search bar when looking for products. Unlike traditional SEO, which focuses on Google or other search engines, Amazon keyword research is entirely purchase-driven. Every search reflects buyer intent, meaning the right keywords directly connect your products with customers who are ready to purchase.

On Amazon, visibility is everything. If your product does not appear in relevant search results, it is unlikely to sell, regardless of its quality. Keyword research allows sellers to uncover high-volume, high-intent search terms and strategically place them in product titles, bullet points, descriptions, and backend search fields.

The difference between a product that ranks on the first page and one buried deep in search results often comes down to how well keywords are researched and implemented. For South African sellers entering Amazon’s growing marketplace, keyword research is a crucial step to ensure products stand out, attract traffic, and drive consistent sales.

Also read: Amazon SEO Tips: Optimise Listings for Maximum Sales

Why Amazon Keyword Research Matters

Amazon keyword research is one of the most powerful tools sellers can use to increase visibility and sales. On Amazon, shoppers don’t browse like they do in physical stores they search. If your product doesn’t appear for the right terms, you miss out on valuable opportunities.

1. Increased Visibility

Relevant keywords ensure your listings show up where customers are actively searching, boosting impressions and clicks.

2. Improved Relevance

By matching keywords to customer intent, you attract buyers who are genuinely interested in your product, increasing conversion rates.

3. Stronger Sales Rankings

Amazon’s algorithm rewards sales velocity. Well-optimised listings generate more sales, which in turn improves rankings, creating a positive cycle of growth.

4. Smarter Advertising

Keyword research fuels PPC campaigns by identifying profitable terms to target and helping reduce wasted ad spend through negative keywords.

For South African sellers, mastering keyword research is especially important in a new marketplace. With fewer competitors than mature Amazon regions, the right keywords can secure early-mover advantages and establish long-term dominance.

Also see the: Emerging Categories to Watch on Amazon SA

Tools and Methods for Finding Keywords

Effective Amazon keyword research requires a mix of manual exploration and specialised tools. By combining both, sellers can uncover the search terms customers are actually using.

1. Amazon Auto-Suggest
Typing a product name into the Amazon search bar reveals real-time suggestions based on shopper behaviour. These phrases often represent high-demand, long-tail keywords.

2. Competitor Analysis
Studying top-performing competitor listings provides insights into which keywords they prioritise in titles, bullet points, and descriptions. This helps identify opportunities to target similar or overlooked terms.

3. Keyword Research Tools
Platforms like Helium 10, Jungle Scout, and DataDive give sellers access to search volume data, keyword difficulty scores, and competitor rankings—helping refine keyword strategies with data-driven insights.

4. Brand Analytics
For brand-registered sellers, Amazon Brand Analytics reveals valuable data on customer search frequency and conversion rates.

5. Reviews and Q&A Sections
Customer feedback often highlights natural language, phrases, and product-specific terms that can be turned into powerful keywords.

For South African sellers, using these methods ensures your listings align with local search intent while staying competitive against international brands.

You need to know: A Step-by-Step Guide to Selling on Amazon South Africa

Types of Keywords Sellers Should Target

Not all keywords are created equal. To maximise visibility and conversions on Amazon, sellers need to target a variety of keyword types that work together to capture different stages of the buyer journey.

Primary Keywords

These are the main product identifiers: broad, high-volume terms like “wireless headphones” or “coffee grinder.” They drive the most traffic but are often highly competitive.

Long-Tail Keywords

More specific phrases such as “wireless headphones for running” or “manual coffee grinder stainless steel.” These usually have lower search volume but higher intent, resulting in better conversion rates.

Backend Keywords

Hidden keywords entered into Amazon Seller Central. They don’t appear on the listing but help products rank for alternative spellings, synonyms, or related terms.

Branded Keywords

These include both your brand name and competitor brand names. Targeting them helps protect your brand visibility and potentially capture customers considering alternatives.

By balancing these keyword types, South African sellers can broaden reach, improve targeting, and ensure their products connect with the widest possible audience.

Also read: Master Amazon A+ Content & Enhanced Brand Content

Amazon Keyword Research Mistakes to Avoid

While keyword research can significantly boost visibility and sales, many sellers fall into common traps that limit results. Avoiding these mistakes is essential for long-term success on Amazon.

Keyword Stuffing

Overloading titles and descriptions with repetitive keywords makes listings look unnatural. Instead of improving rankings, it can hurt readability, discourage buyers, and may even lower conversion rates.

Ignoring Customer Intent

Focusing only on high-volume keywords without considering buyer intent often drives irrelevant traffic. For example, ranking for “wireless headphones for kids” when selling adult models leads to wasted clicks and poor conversions.

Neglecting Long-Tail Keywords

Many sellers chase broad terms but ignore long-tail keywords. Although they have lower search volume, these terms often deliver higher-quality traffic and better conversion rates.

Forgetting Backend Keywords

Failing to use backend search fields in Seller Central means missing opportunities to rank for synonyms, alternate spellings, or related search terms.

Not Refreshing Keywords Regularly

Buyer behaviour changes over time. Sellers who never update their keyword strategy risk losing rankings to competitors who adapt to new trends.

By steering clear of these mistakes, South African sellers can ensure their keyword strategies remain effective, sustainable, and aligned with customer needs.

Also read: 6 Steps to Succeed on Amazon as a South African Business

Conclusion: Amazon Keyword Research

Amazon keyword research is the cornerstone of visibility and sales success on the marketplace. By targeting the right mix of primary, long-tail, backend, and branded terms, South African sellers can attract high-intent buyers, improve rankings, and gain a competitive edge in Amazon’s fast-growing e-commerce environment.

Ready to optimise your Amazon keyword research and boost sales? Partner with fluid/sa, South Africa’s first full-service Amazon agency, for expert guidance, listing optimisation, and advertising support. Contact us today and discover how we can help your brand grow on Amazon.