Amazon Keyword Research: A Practical Guide with Free Tools

What is Amazon keyword research?

Amazon is a search engine for products. Shoppers type a phrase, Amazon returns matching listings, and many shoppers find products through that results page. Amazon keyword research is the work of discovering those phrases so your listing appears for them.

It differs from Google SEO in a few ways:

• Intent is usually commercial. People also compare and research on Amazon, but they are generally looking for a product, often with size, material, use case or audience attached.
• Keywords go into listing fields, not articles. The main places are the product title, bullet points, description and the backend search terms field in Seller Central.
• Sales and relevance work together. Amazon doesn't publish its ranking system in detail, but its seller guidance makes clear that relevant keywords help products get discovered. Conversions and sales history are also widely believed to matter.

So the goal is not just a long list of terms. It is a short, prioritized list of phrases that real buyers use and that genuinely describe your product.

Where Amazon keywords come from

There are a handful of data sources. Each answers a different question.

Autocomplete is a good place to start because it is free and is generally thought to reflect common shopper searches. Ads and seller reports then tell you which of those phrases bring sales.

How to do Amazon keyword research step by step

"How to do amazon keyword research" appears among Google's suggestions for this topic. Here is a workflow you can adapt to most products.

1. Write down seed keywords. List the plain names of your product, the way a buyer would say them. Include synonyms and the main use case.
2. Expand with Amazon autocomplete. Type each seed into Amazon's search bar and note the suggestions. Then add letters after the seed ("seed a", "seed b" ...) to surface more long tail phrases.
3. Study the top listings. Search your main terms and read the titles and bullets of the best-selling results. Note recurring attributes such as size, material, quantity and audience.
4. Estimate demand. Use Brand Analytics if you have access, a third-party tool, or a small Sponsored Products campaign to see which terms get impressions and clicks.
5. Remove irrelevant terms. Drop phrases that don't describe your product. Showing up for the wrong search can waste ad spend and may hurt conversion rate.
6. Group and prioritize. Put the most important, highest-demand phrases in the title, the next tier in bullets, and the rest in backend search terms.
7. Review regularly. Check your search term report and autocomplete again every few weeks. Seasonal and trending phrases change.

Step 2 is slow by hand. Egosaru's Amazon suggestion tool collects Amazon's autocomplete for your keyword plus keyword + A-Z and 0-9 in one run, so you get the long tail variations in a single list you can copy or download as CSV. Replace the example keyword with your own product term. It is free and needs no sign-up; the interface is Japanese with an English toggle.

Amazon keyword search volume: what you can and can't see

Sub-queries like "amazon search volume tool" and "amazon keywords search volume" suggest that many sellers want volume data. The catch: at the time of writing, Amazon does not publish exact keyword search volumes to the public.

Your realistic options are:

• Amazon Brand Analytics. For brand-registered sellers, it ranks popular search terms and shows how shoppers click and buy for them. It is relative data, not a monthly search count. Check Seller Central for what is available in your marketplace.
• Your own ad data. Impressions in a Sponsored Products search term report are a rough, biased indicator of demand. They depend on your bids, budget and placements, so they do not measure how often a term is searched.
• Third-party estimates. Seller tools model search volume from various signals. Treat their numbers as estimates and compare trends rather than trusting one exact figure.

Autocomplete tools, including Egosaru, show which phrases people search but not how often. Egosaru does not show search volume, so use it to build the list and a volume source to rank it.

Free vs paid Amazon keyword research tools

Searches like "amazon keyword research tool free" and "best amazon keyword research tool" show that many sellers look for tools. Rather than ranking specific products, here is what each type of tool is generally used for. Features and pricing change, so check each official site before choosing.

The "best" tool depends on your stage. A new seller validating a product idea can go far with autocomplete, competitor listings and a small ad test. A seller managing many ASINs may benefit from a paid suite that tracks rankings and competitor keywords over time.

A note on "amazon keyword tool by asin" and similar searches: reverse ASIN lookup, which estimates the keywords a competitor's product ranks for, is a feature found in some third-party tools. Check each tool's official site for what it covers.

Special cases: KDP, PPC and affiliate keyword research

Amazon KDP and Kindle books

Suggestions such as "amazon kdp keyword research" and "amazon kindle keyword research" show a large group of self-publishers. KDP gives you keyword fields when you set up a book (at the time of writing, up to seven keywords or short phrases). Use the same autocomplete process, but search inside the Kindle Store or Books category so the suggestions reflect book buyers.

Amazon PPC keyword research

For Sponsored Products, many sellers start with an automatic campaign, let Amazon match the ad to searches, and then read the search term report. Terms that convert move into manual campaigns; terms that waste spend become negative keywords. Your autocomplete list gives you extra manual targets that the automatic campaign might not find.

Amazon affiliate keyword research

If you are an Amazon affiliate, your traffic often comes from outside Amazon: frequently Google, but also YouTube, social media or email. For search traffic you need Google keywords such as "best ... for ..." comparisons and reviews. Check Google suggestions for your topic instead of Amazon's, and use a Google volume tool to prioritize.

Placing keywords in your Amazon listing

Amazon SEO keyword research only pays off when the keywords end up in the right fields. General best practice, in line with Amazon's seller guidance:

• Title: lead with the main product term and the most important attributes. Keep it readable; it is also what shoppers see first.
• Bullet points: work in secondary phrases while explaining benefits and specs.
• Backend search terms: add synonyms, alternate spellings and terms that don't fit naturally on the page. Don't repeat words already in the title. Amazon's guidance asks sellers not to include other brands' names, ASINs or claims like "best" here, and sets a length limit, so check the current rules in Seller Central.
• Description and A+ content: write for conversion first; keywords should support, not clutter.

Only use terms that truly describe your product. Irrelevant keywords may bring impressions, but they are unlikely to bring sales.

Conclusion: build the list free, rank it with data

Good Amazon keyword research starts with the language shoppers use. Collect it from Amazon autocomplete and competitor listings, estimate demand with Brand Analytics, ad reports or a third-party tool, then place the best phrases in your title, bullets and backend search terms.

You don't need a paid tool to begin. Pull your autocomplete list, run a small ad test, and upgrade to a paid suite only when you need tracking at scale. For more guides on using search suggestions for research, see the Egosaru article library.