Strategic Keyword Research for Amazon FBA: The Ultimate Guide

In this article, we are going to focus on free methods and free tools for keyword research. 

With so many software tools available now in the market, why are we doing it, semi-manually? Why are we focusing on free methods? 

Aside from it being, uhm, FREE – there are three main reasons we’re trying to avoid tools, especially in the beginning. 

1. The Curse of Guru-itis 

The #1 reason is that we want to separate ourselves from the competition. 

Thousands and thousands of new sellers are starting their own FBA business, and most of those people came from some kind of internet marketing guru program. 

Most programs are pretty much teaching the same tactics, just repackaged as something new. Imagine 300,000-500,000 individuals following the same old and tired product research and keyword research methods. These poor individuals end up selling the same thing or end up selling in the same sub-category, and they also end up targeting the exact keywords. 

These people won’t succeed because they are terrible at FBA, but because they follow the same method hundreds of thousands of people are also using. It creates too much competition in the market, and 99.9% of them lose their money and quit in the process. 

2. It Makes You Lazy 

Another reason I try not to rely too much on keyword tools is that it makes me lazy. Instead of mastering the fundamentals, we tend to rely too much on automation, and we let the robots think for us. 

Remember, these tools are only as useful as they are programmed to be. These tools don’t have any feelings. They do not understand the basic principles of why people type the keywords that they are typing on Amazon’s search bar. The software purely relies on data but not on the buying intent of the keyword. It makes you miss many potentially profitable keywords that the tools don’t include in their scrape. 

3. Tools Do Not Fully Understand Relevancy 

Another benefit of doing it manually is you’ll find keywords that software tools cannot catch. Unlike humans, these tools don’t fully comprehend the idea of relevancy. For example, the tools may understand that the keyword rice cooker is related to rice. But it may not fully comprehend its relation to other keywords like steamer, stewpot, and sauté. 

Is it going to be challenging?

Researching manually may seem stupid at first. It’s a little bit harder to do, and you’ll spend more time compared to just clicking a button on your Amazon keyword research tool. But the main benefit of this is you’re going to find more precise search terms that your market is typing on Amazon’s search box. 

The result? You’ll end up making more money than your competition. Take the initial hit and work your butt off. The sacrifice you put in today will work wonders for you tomorrow. S

Would You Worry About Competition?

I know what you’re thinking. Free is excellent, but the free method doesn’t show us the competition a keyword has. Sure, we can look at the rankings and assume whether it’s competitive or not, but the free method doesn’t give us the numbers. 

And you are correct for thinking that. Free does not give us the numbers. But the question I want to ask you is this: Is the competition that important? You would think that it is if you came from the guru school of e-commerce. The truth is, 80% of your income will come from competitive keywords anyway. Sometimes, you’ll get lucky and find a big non-competitive market. But most of the time, the product you’ll choose will end up super competitive anyway. If you want to make a lot of money on Amazon, you must focus on the main keywords. These are keywords that have thousands of searches per month. The other type of keyword is called long-tail. These are keywords with much, much fewer searches & competition, and they are usually more than three keyword terms. 

Main Keywords Vs. Long-Tail Keywords 

Targeting the main keywords is going to be our priority. We want to focus the majority of our time on finding these keywords. Once we have the main ones, we’ll dig deeper into finding the less competitive ones that we can use for additional traffic to our listing. 

Where to Use Your Keywords

The keywords you’ll eventually choose will have lots of uses for your product. Most newbies usually only think about the “backend” or space where Amazon allows you to put your keywords that you want to target. Here are some other areas where you can use your keywords as well. 

Title – This is what most people look at first on a listing. Without proper title optimization, you’ll be lost with the thousands of products available for sale on Amazon. 

Bullet Points – These are the main benefits & features of your product. Putting some keywords in your bullet points also increases your chances of being indexed by Amazon for those keywords. 

Description – This part is where you also put the main uses and benefits of your product with a much shorter explanation than the bullet points. 

Backend – This is where you put your keywords in the listing creation part of the process. 

Image Metadata – The image’s metadata will also affect your keyword rankings. 

Amazon PPC – You can use your keywords when you start running Amazon ads. 

External PPC – You can also use your keyword list on other ad platforms like YouTube and Google. 

Your Brand as a Keyword 

Another awesome thing you can do is to make your brand name part of your keyword strategy. In the beginning, this won’t have any effect on your sales. But as your product line gets bigger and bigger, people will start to search for the combination of your brand name and your main keywords. For example, suppose you are selling office furniture under the brand name OMEGA. In that case, people will eventually start searching for products related to your brand—keywords like Omega chairs, Omega desk, and Omega study table, to name a few.

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