Amazon Is a Buying Search Engine
On Google, people search to learn.
On Amazon, people search to buy.
Every single Amazon search has transactional intent. This changes your keyword strategy completely.
How Amazon Keywords Differ
Purchase intent is assumed. Nobody searches Amazon for "what is a yoga mat." They search "best yoga mat thick non-slip."
Volume data is harder to get. Amazon doesn't share keyword data publicly. You need specialised tools.
Backend keywords exist. Amazon lets you add hidden keywords in your product listing backend. This is unique to the platform.
Product titles matter enormously. Your title IS your primary keyword optimisation. It's the equivalent of a page title and H1 combined.
Where to Find Amazon Keywords
Amazon autocomplete. Same technique as Google — type and note the suggestions. But remember, these are buyer suggestions.
Helium 10 / Jungle Scout. The Ahrefs/SEMrush equivalents for Amazon. They estimate search volume and competition on the platform.
Competitor product listings. Read their titles, bullet points, and descriptions. What keywords are they targeting?
Amazon's Brand Analytics. If you're a registered brand, this shows actual search data.
Amazon Keyword Optimisation Spots
The Cross-Platform Play
Research keywords on Amazon for buyer intent. Research on Google for informational intent. Create blog content on your own website that drives people to your Amazon listing. Our ecommerce keyword research guide covers this multi-platform approach in more depth.
Smart sellers use both platforms together. Google's Keyword Planner can also reveal CPC data that tells you which product keywords are most commercially valuable.
Cover All Your SEO Bases
Whether it's Amazon, Google, or YouTube — SEO Checkup helps you stay organised. 113 tasks. Free. No credit card. 30 seconds.