How do I find keywords for Amazon?

Start with Amazon's search bar autocomplete and your Sponsored Products search term report. If you are in Brand Registry, use Brand Analytics and Search Query Performance. Add reverse ASIN lookups from a third-party tool to see what competitors rank for, then filter for relevance and conversion.

Is there a free Amazon keyword tool?

Amazon's own tools are free for eligible sellers: Brand Analytics for Brand Registry brands, Product Opportunity Explorer in Seller Central and the search term report from Sponsored Products. Autocomplete in the Amazon search bar is free for anyone. Third-party tools usually offer limited free versions.

How many keywords should an Amazon listing target?

There is no fixed number. Most listings have one primary keyword in the title, a handful of secondary terms in Item Highlights and bullets, and many synonyms and variants in backend search terms. Focus on relevant, converting terms rather than a target count.

How accurate is Amazon keyword search volume from tools?

Third-party search volumes are estimates modelled from samples and rank data, so different tools give different numbers. Use them to compare keywords rather than as exact counts. Brand Analytics and Search Query Performance come from Amazon and are better for judging relative demand.

How often should I redo Amazon keyword research?

Review search terms monthly from your ads and Brand Analytics, and do a full refresh each quarter or before peak season. Redo it whenever Amazon changes listing rules, such as the 2026 title limit, or when a new competitor changes how shoppers search.

Amazon Keyword Research: A Step-by-Step 2026 Guide

What changed: Finding and prioritising the search terms Amazon shoppers use
When: Updated October 2026
Who it affects: Brand owners, sellers and PPC managers
What to do: Start with Brand Analytics and your search term report, then add tools

Key takeaways

Start with Amazon's own data: autocomplete, search term reports, Brand Analytics and Product Opportunity Explorer.
Score keywords on relevance first, then volume, conversion and competition.
Map keywords across title, Item Highlights, bullets and backend under the 75-character title rule.

1Seed
What it is and who it is for
2Expand
Autocomplete, reports, Analytics
3Spy
Reverse ASIN on top rivals
4Score
Relevance, volume, conversion
5Map
Title, highlights, bullets, backend

Why Amazon keyword research is different from Google

Amazon shoppers search to buy. Their queries are shorter and more product-focused than Google queries, and the result that wins is the product most likely to be purchased, not the most informative page. That means a keyword's value depends on whether it converts for products like yours, not just its volume. Our Amazon SEO vs Google SEO guide covers the differences in detail.

Free Amazon data sources for keyword research

Amazon gives sellers more keyword data than most realise. Start here before paying for a tool.

Amazon search bar autocomplete: real phrases shoppers type
Sponsored Products search term report: terms that got clicks and orders for your ads
Brand Analytics Top Search Terms: popular searches and the products clicked (Brand Registry)
Search Query Performance: impressions, clicks, cart adds and purchases for queries tied to your brand
Product Opportunity Explorer: niches of related search terms with volume and conversion

How Brand Analytics and Product Opportunity Explorer help

Brand Analytics is available to brand representatives of brands in Brand Registry. Its Search Query Performance report shows, for queries related to your products, how your share of impressions, clicks, cart adds and purchases compares with the total. That tells you where you are visible but not converting, and where you convert but lack visibility. See our Amazon Brand Analytics guide.

Product Opportunity Explorer, under Growth in Seller Central, groups search terms into niches based on what customers view or buy after searching, and shows search volume, trends and conversion. Amazon describes it as a product research tool, but its search term lists are useful for keyword discovery too.

Keyword data sources

	Search term report	Brand Analytics	Third-party tool
Cost	Free with ads	Free with Brand Registry	Paid subscription
Data from	Your ad clicks	Amazon search data	Modelled estimates
Best for	Proven converters	Share of funnel	Competitor keywords

Paid tools: what they add

Third-party tools estimate search volume, show which keywords competitors rank for, and track your rank over time. Reverse ASIN lookups are the most useful feature: enter a competitor's ASIN and see the terms it ranks or advertises on. Treat volume figures as estimates, because they are modelled, not supplied by Amazon. Our best Amazon SEO tools guide compares the main options.

Amazon keyword research, step by step

This process works for a new launch or an existing listing.

List seed terms: what the product is, what it does, who it is for
Expand with autocomplete, your search term report and Brand Analytics
Run reverse ASIN lookups on your top three to five competitors
Remove irrelevant terms and other brands' names
Score each term on relevance, volume and conversion
Group terms into themes: core, features, use cases, audiences
Map each group to a listing field and an ad campaign

How to score and prioritise keywords

Relevance comes first. A high-volume keyword that describes a different product will get clicks but not sales, which can hurt conversion. After relevance, look at volume and purchase data: Search Query Performance and your search term report show which terms actually lead to orders. Finally, consider competition: if the top results all have thousands of reviews, a long-tail version of the term may be a better first target. See our guide to Amazon long tail keywords.

Relevance: would a shopper using this word buy your product?
Volume: how often is it searched?
Conversion: do searches lead to purchases?
Competition: how strong are the products ranking now?

Where to put keywords on the listing in 2026

Since July 27, 2026, Amazon limits titles to 75 characters, including spaces, for all categories except media, and adds a searchable Item Highlights field of up to 125 characters. Put the single most important keyword in the title. Use Item Highlights for the next most important features and terms, bullets for benefits and supporting phrases, and backend search terms for synonyms and variants. Our Amazon backend keywords guide covers that field.

Title: product type and primary keyword
Item Highlights: key features and secondary terms
Bullets: benefits, use cases, supporting phrases
Backend: synonyms, misspellings, Spanish terms

Use PPC to test keywords before committing

Ads are the fastest way to learn which keywords convert. Run broad and phrase match campaigns to discover terms, then move proven terms into exact match with their own bids. After two to four weeks, the search term report shows which words brought orders at an acceptable cost. Those terms deserve a place in the listing.

Where PPC Spider helps

PPC Spider's Amazon SEO services combine Brand Analytics, ad search terms and tool data into one keyword map, then write titles, Item Highlights and backend terms to it. SpiderOS keeps watching search terms so new converters are added. Get a free Amazon audit to see the gaps in your current keyword coverage.

Sources

Amazon Sell: Product Opportunity Explorer (sell.amazon.com/tools/product-opportunity-explorer)
Gorilla ROI: Amazon Brand Analytics guide (gorillaroi.com/blog/amazon-brand-analytics)
PPC Land: Amazon cuts product title limit to 75 characters on July 27 (ppc.land/amazon-cuts-product-title-limit-to-75-characters-on-july-27/)

Want this done for your account?

We run these playbooks on client accounts every day. Start with a free audit.

Get a free audit