MerchantWords Search Results

This is an ever-growing list of the results you see in our search table. If you have additional questions please feel free to click on the chat button on the bottom right of this screen.

Amazon Search

This column provides you with the shopper search terms and phrases real Amazon shoppers are using to find products. There are many, many variations of them – we've collected over 1 billion unique keywords (and growing) since 2012!

These are the actual searches that you can see in the Amazon search bar. For example, if you are shopping on Amazon and type in the letter 'a' you will see a set of keywords something like this:

As new e-commerce trends emerge, these new search terms are first seen in the Amazon search bar. By focusing on data obtained exclusively from the search bar, MerchantWords gives you direct access to these trends and a distinct advantage over other sellers using data obtained any other way.

Amazon Search Volume

This column gives you the estimated monthly total of overall Amazon searches per keyword.

Our data scientists use our proprietary algorithms to comb through our extensive database and calculate the ranking of every single search phrase. Taking into account the number of monthly Amazon shopper visits, we then allocate the proportional search volume across all search phrases. We repeat this process many times every month to give you the most up-to-date information available today.

Other Amazon keywords tools use only PPC advertising data to produce their keyword estimates. The MerchantWords approach is different. Instead of focusing on what search phrases are popular with Amazon Advertisers, we focus first on what search phrases are popular with Amazon Shoppers. It’s the behavior of Shoppers, not Advertisers, you should be interested in.

Naturally, we also consult PPC advertising data, but this is to supplement our algorithms and data science. The result is the most accurate, most extensive database of customer keyword search data available today.

Dominant Categories

Sometimes keywords are associated with a specific category. Whenever these are available, we show this data to you. But remember, sometimes there will be more categories than Amazon shows us.

Star Rating

This data shows you how many stars there are on any given product. The scale is from 1-5, where five is the best. We don't do anything to this data; it's reflected exactly how it appeared when we collected the data. As such, there may be a small lag between what we have and what you currently see on Amazon.

Total Reviews

This is the total amount of reviews for the ASIN you searched for on MerchantWords. The number is directly from Amazon – we don't change it in any way. On the more popular products, our reviews may at times be slightly smaller.

Amazon Prime

If a product has the "Prime" sticker when you look at it on Amazon, we display a "Yes" in our results. Therefore, the ASIN you are researching is an Amazon Prime product.

Best Seller

The "Best Seller" rating is an essential piece of data. It quickly tells you which sellers are the ones that have figured out how to market and sell their product effectively. What this means in the world of keywords is you should pay attention to all the keyword variations. Some will be highly competitive, some Sponsored Ads, and some will be long tail.

Ranked Keywords

For any given ASIN, we have compiled all of the keywords that put this product on page 1 of search. This list is different than what you get with a non-ASIN search on MerchantWords. Many sellers use this information to understand the keywords that lead to their competitors' products.

SERP Position

When you perform a search on Amazon, it will almost always produce a list of products on the search engine results page (SERP). That list is not random. Each ASIN appears in a spot that it has earned, either organically or through PPC.

For example, if you see something with a SERP position of 1 and on the Sponsored Ad column it says "Yes," then you'll know they paid for that #1 spot. Please note that the search page changes rapidly, especially for competitive keywords. It's possible that a product changes position between the time we collected the data and what is currently on Amazon.

Reviews on SERP

This can be used as a proxy for estimating overall sales. The number of reviews on any product can be used to assess the sales volume for any keyword phrase quickly. For example, let's say a search for "bubble gum" on Amazon. And on the SERP you immediately notice every SERP has hundreds (if not thousands) of reviews. You can quickly scan the page to see this, but what if you had the actual number? That's what you see on MerchantWords – the total number of reviews for every product that shows up on the very first SERP.


Every keyword produces a list of products that might be a match, according to Amazon's search algorithm. That list of products is valuable information. It gives you a sense for how competitive a keyword is. Remember, there are a fixed amount of spots available on any given search results page (SERP). So if this number is high, then that's a quick indicator that the keyword and SERP are very competitive.

Sponsored Ad

We dug deep to pull in some of the keywords used in Sponsored Ads. If you see a "Yes" in this column, that means an ASIN showed up in a search for this keyword – but only as an advertisement. This info gives you some insight into the keywords sellers are bidding on.

We can't capture every impression made (that only Amazon knows). Please make sure you understand that this info, while extremely advantageous, is a snapshot at one point in time.