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    January 17, 2020

    How Amazon Keywords Can Help You Build Your Business


    Amazon keywords are a powerful indicator of what hundreds of millions of online customers are shopping for every month. As Amazon accounts for roughly 38% of US e-commerce sales, if you’re a retailer it’s important to paying attention to Amazon shopper search data, even if you don’t sell on the platform.

    You can use Amazon search term data for so much more than SEO (search engine optimization). Amazon data can help you identify macro and micro shopping trends, niche products and markets, and boost your sales. Keep reading for Amazon keyword tips!

    Finding Profitable Opportunities

    Gone are the days where you could pick any product, put it on Amazon, and bring in sales. Now, success requires meticulous product research because many categories are oversaturated or dominated by brand names. Entering these markets could prove fatal to a fledgling business. Thankfully, we have Amazon keywords to reveal less competitive products.

    Let’s use the Amazon search term “wireless headphones” as an example.

    While “wireless headphones” seems like a tempting category, more research is needed before you know if it’s a viable opportunity.

    While nearly 7.5 million monthly searches might entice some sellers, search volume should not be the sole rationale for sourcing a product. In the above example, the following three highest searches all include large brand names. This scenario indicates that it could be overly competitive and difficult to be successful with this product. To determine if a product is a good fit, look at the number of reviews and star rating averages for the top sellers on page 1 for this particular keyword. You should use these metrics to gauge sales for a product and determine which listings convert and attract customers.

    A peek at the first page of Amazon search results for “wireless headphones” shows that more than half of the top ten ranked products have over 1,000 reviews and are all highly rated. In this case, it would be very difficult to beat large companies like Bose or Beats in advertising spend or brand recognition. It’s time to do some more research and look elsewhere for product opportunities.

    Using the Page 1 tool from MerchantWords, you can spy on the competition and determine keywords for your Amazon listings and PPC ads.

    When looking to identify a profitable niche, our Amazon experts recommend starting with a broad, top-of-the-funnel search term like “wireless headphones.” Once you’ve found a keyword of interest, you can begin to identify promising long tail phrases with lower search volumes.

    Consider keywords with mid-range volumes between 30,0000-100,000 and several strong related keywords. Even if only 1% of those searches convert to sales, you’ll still make enough sales to remain profitable! Plus, you’ll encounter less competition for these keywords.

    You can also determine the qualities and features customers are looking for in a product when drilling down to find long tail keywords. Shopper search terms will include popular colors (pink is the top-searched on Amazon in 2019) and other features customers desire in the form of adjectives they use (e.g., “waterproof wireless speaker” ). The more research you do, the more complete the picture of your new product will become!

    Pro-Tip: Keep an eye on the number of sellers in a potential category. Selecting a niche or product without as many sellers decreases in the amount of competition. As an added bonus, you’ll see a lower ACoS for your PPC advertising campaigns!

    Identifying Marketplace Trends

    Keywords are the first place we see the introduction of new phrases and the development of Amazon data trends. Customers in the United States often use Amazon as a search engine in addition to an e-commerce site. Searches often resemble phrases one might type into Google, like “cheapest water bottle” or “best dog toy” and “gifts for women.”

    Identifying trends requires looking at the data over a period of months. Patience is almost always rewarded with unique insights. MerchantWords Keyword History Panel enables you to see how US and UK keyword searches change throughout the year. This knowledge can help you to plan inventory and PPC campaigns and helps you determine the popularity of a product or niche.

    Keeping abreast of how customer searches evolve keeps you at the top of your game for SEO and PPC, and best of all, ahead of your competition. This means checking in with your main keywords each month to see how search volume and search trends have changed.

    If you’re an enterprise seller looking for custom data trends for your Amazon business or company, our data scientists are here to help. Reach out to [email protected] with the subject CUSTOM DATA to learn about insights tailored to your needs.

    Looking Forward

    Have questions about other ways to use Amazon keyword search terms or need help with Amazon keyword strategy? Subscribe to our YouTube channel to get advice from our team and Amazon experts!