How to Find Competitors’ Keywords on Amazon

  • #Scale Insights Team
Amazon Keywords seseo
Amazon SEO. Finding competitors keyword.

In the world of Amazon's marketplace, where more than 2.5 million active sellers vie for the spotlight, the ability to identify and leverage the keywords that are propelling your competitors to success is invaluable. This strategic move not only boosts your product's visibility but also equips you with the insights needed to sharpen your SEO tactics and outrank your competition.

This blog will guide you through proven effective methods to extract and capitalize on the keywords that are currently benefiting your rivals. With our data-driven approach, you'll learn how to utilize cutting-edge tools and effective research practices to pinpoint the search terms that are most relevant to your product category. 

So keep reading to unveil the secrets of competitive keyword research that can catapult your Amazon business to new heights.

Understanding Amazon Keyword Research

Amazon Keyword Research is the process of finding words and phrases that shoppers use when looking for products on Amazon. By understanding these terms, sellers can optimize their product listings to show up higher in Amazon's search results, helping customers find their products more easily. It involves analyzing search trends, understanding customer language, and using tools designed to uncover the most effective keywords for a seller's products.

The Importance of Keywords for Amazon Sellers

For Amazon sellers, keywords are the secret to making sure customers see their products. When someone searches on Amazon, the site looks for these keywords to find matching products. If your product listing is missing the right keywords, it might not show up in searches, which could mean missing out on sales.

To conduct effective keyword research, Amazon sellers can use various keyword research tools such as Helium 10, Cerebro, Magnet, Jungle Scout, Ahrefs, and Amazon Keyword Research Tool. These tools can help sellers identify relevant keywords, analyze keyword competition, and track keyword performance over time.

Explore Amazon PPC Tools through these articles:  Amazon Seller Analytics Software, Best Amazon Analytics Tools, and Amazon Advertising Software

Discover Your Amazon Competitors' Keywords in 3 Simple Steps

When it comes to identifying competitor keywords on Amazon, several methods can be used. In this section, we will explore three effective techniques: analyzing competing products, using reverse ASIN searches, and leveraging Amazon keyword tools.

1. Analyzing Competing Products

One of the most straightforward ways to identify competitor keywords is by analyzing the product listings of your competitors. By examining the titles, bullet points, and product descriptions of your competitors, you can gain valuable insight into the keywords they are targeting.

Make a list of your top 10 competitors and analyze their product listings. Look for keywords that are frequently used and note them down. You can use tools like Google Sheets or Excel to organize your findings and identify patterns.

2. Find Your Amazon Competitors' Keywords Using Reverse ASIN Searches

Another effective method for identifying competitor keywords is by using reverse ASIN searches. This technique involves entering the ASIN of a competitor's product into a keyword research tool to see which keywords that product is currently ranking for.

Tools like the Cerebro tool from Helium 10 can be used for this purpose. Simply enter the ASIN of your competitor's product into the tool, and it will generate a list of keywords that the product is currently ranking for.

3. Enhance Your Listings Using a Keyword Generator

A keyword generator can help you boost your Amazon product listings. Here's a simple plan: see what keywords your competitors are using to get noticed, then use these keywords in your own listings. This way, you're using words that already attract shoppers to similar products. By adding these keywords to your listings, more customers might find and consider your products when they're looking to buy. Just make sure the keywords make sense with what you're selling.

By using a combination of these three techniques, you can gain a comprehensive understanding of your competitors' keyword strategies and use that knowledge to improve your own Amazon SEO efforts.

Optimizing Product Listings

A computer screen displays a product listing on Amazon, with a search bar open to find keywords used by competitors. Multiple tabs show different products for comparison

When it comes to optimizing product listings on Amazon, there are a few key factors that can make a big difference in attracting potential customers. Crafting effective titles and bullet points, as well as balancing keyword density and relevance, are essential for increasing visibility and driving sales.

1. Crafting Effective Titles and Bullet Points

The title and bullet points of a product listing are some of the most important elements for optimization. They should be clear, concise, and accurately describe the product. Including relevant keywords in the title and bullet points can also help improve search rankings.

It's important to avoid keyword stuffing, which can result in a penalty from Amazon. Instead, focus on including the most important keywords in a natural way. Additionally, using bullet points to highlight key features and benefits can help make the listing more appealing to potential customers.

2. Balancing Keyword Density and Relevance

Backend keywords are another important element of listing optimization. These are keywords that are not visible to customers but are used by Amazon's search algorithm to determine relevancy. It's important to include relevant backend keywords without overdoing it.

Keyword strategy should focus on finding the right balance between density and relevance. Including too many irrelevant keywords can result in a lower search ranking, while including too few relevant keywords can make it difficult for potential customers to find the product.

How to Optimize Backend Keywords

Backend keywords are a crucial part of an Amazon seller's SEO strategy. They are hidden keywords that are not visible to the customers, but they are indexed by Amazon's search engine. By optimizing backend keywords, sellers can increase their product's visibility and improve their chances of ranking higher in search results.

Here are some tips on how to optimize backend keywords:

  1. Use relevant keywords: Use keywords that are relevant to your product and its category. Avoid using irrelevant keywords as they can negatively impact your product's visibility.

  2. Use long-tail keywords: Long-tail keywords are phrases that contain three or more words. They are more specific and targeted than short-tail keywords, which are one or two words. Using long-tail keywords can help you reach a more targeted audience and improve your chances of ranking higher in search results.

  3. Don't repeat visible keywords: Avoid repeating keywords that are already present in your product title or bullet points. Amazon's algorithm considers this as keyword stuffing, which can lead to a penalty.

  4. Use all available characters: Amazon allows sellers to use up to 500 bytes for backend keywords. Use all available characters to maximize the impact of your keywords.

  5. Use synonyms and variations: Use synonyms and variations of your primary keywords to expand your reach and improve your product's visibility. For example, if your primary keyword is "running shoes," you can use variations such as "jogging shoes" or "athletic shoes."

By following these tips, sellers can optimize their backend keywords and improve their product's visibility on Amazon.

Monitoring and Adjusting Strategies

To stay ahead of the competition, it is essential to continuously monitor and adjust your keyword strategy on Amazon. By doing so, you can optimize your product listings for maximum visibility and relevance, attract relevant traffic, and increase sales. Here are some effective strategies for monitoring and adjusting your Amazon keyword strategy.

Tracking Keyword Ranking and Performance

One of the most crucial aspects of monitoring your Amazon keyword strategy is tracking the ranking and performance of your keywords. By doing so, you can identify which keywords are performing well and those that need improvement. You can use Amazon's Seller Central or third-party tools like Helium 10 or Jungle Scout to track your keyword rankings, organic traffic, and conversion rates.

It is essential to keep in mind that keyword ranking is not the only metric to consider when evaluating performance. Other data points, such as click-through rates (CTR), conversion rates, and sales, should also be considered. By analyzing these metrics, you can identify which keywords are driving the most traffic and sales, and adjust your strategy accordingly.

Adapting to Search Trends and Seasonality

Keeping up with what customers are searching for on Amazon is key to selling more. Your keywords should change with the times, like using "Christmas gifts" during the holidays. When certain products get popular fast, update your keywords to catch that wave of interest.

You can spot hot search terms using Amazon's search bar suggestions, or check out tools like Google Trends or SEMrush for deeper insights. The main thing is to keep an eye on what's trending and tweak your keywords to match. This way, your products stay visible and appealing, helping you to outdo rivals and draw in the right customers, which can lead to more sales.


Mastering how to find competitors' keywords on Amazon is a necessity for any seller. The strategies and methods discussed here will not only help you to identify what drives your competitors' traffic but also provide you with the foundational knowledge to build a more powerful SEO strategy for your own listings. 

Remember, staying ahead isn't just about knowing what the competition is doing; it's about taking that knowledge and using it to refine and evolve your approach continuously.

Now that you're equipped with the keys to unlock your competitors' keyword strategies, it's time for you to put this information to work. So take the next step in optimizing your Amazon SEO strategy, and start incorporating these keyword discoveries today.

Frequently Asked Questions

How do I find keywords for my Amazon listing?

There are several ways to find keywords for your Amazon listing. One way is to use Amazon's search suggestions. Simply start typing a keyword related to your product in the search bar and Amazon will suggest other relevant keywords. Another way is to use a keyword research tool like Helium 10 or Jungle Scout. These tools allow you to see the search volume and competition level of different keywords, helping you choose the best ones for your listing.

How do I find low-competition keywords on Amazon?

To find low-competition keywords on Amazon, you can use a keyword research tool like Helium 10 or Jungle Scout. These tools allow you to see the competition level of different keywords, helping you choose the ones with lower competition. You can also look at the number of reviews and ratings of the top products for a given keyword. If the top products have a low number of reviews and ratings, it may indicate lower competition for that keyword.

Can I perform Amazon ASIN lookups for free?

Yes, you can perform Amazon ASIN lookups for free using tools like AMZScout and other tools. These tools allow you to see the sales estimates, prices, and other data for a given ASIN.

Can I search for keywords in Amazon reviews?

Yes, you can search keywords in Amazon reviews using tools like ReviewMeta or AMZ Reviews. These tools allow you to search for specific keywords in the reviews of a given product, helping you understand how customers are talking about the product and what keywords they are using.

How do I run a competitor analysis on Amazon?

To run a competitor analysis on Amazon, you can use tools like Jungle Scout or Helium 10. These tools allow you to see the sales estimates, prices, and other data for your competitors' products. You can also look at their listings and reviews to see what keywords they are using and how they are positioning their products. This information can help you understand your competitors' strengths and weaknesses and develop strategies to compete with them.