With fourteen marketplaces worldwide, Amazon has well over 300 million active customers and billions of site visits every month.
Most of those shoppers will perform multiple searches before making a purchase.
That means Amazon gets billions and billions of searches from all over the globe.
To put that into perspective one billion seconds equals 31.7 years. With that many searches and customers, it’s predicted that Amazon will capture 50% of U.S. e-commerce traffic by the end of 2018.
So what does this disruption mean?
U.S. retail giants are changing their business models to remain competitive as Amazon pulls in more and more of their online traffic and sales.
As another sign of the times, Target orders over $35 now qualify for free two-day shipping. Sounds familiar to anyone?
Amazon is the megalodon in the e-commerce ocean.
Everyone is watching to see what move they’ll make next, and how they can reach Amazon customers.
As a seller on Amazon, shopper keyword searches can tell you a tremendous amount about customer demand. Shopper search phrases can help you improve existing products, or research new ideas.
If you’re a new Amazon seller, or even an experienced one, MerchantWords, the source of real Amazon shopper search data since 2012, has a few keyword research and optimization tips to keep in mind for before, during and after your next product launch.
Amazon shopper searches can tell you a lot about buyer preferences and demand.
Amazon keywords are the words and phrases that customers are using to search for products and services.
They aren’t just for SEO. As a seller, shopper search terms are a powerful source of intel to make sure you’re selling a product that those customers want to buy.
When starting the product selection process a keyword tool like MerchantWords can give you valuable insights and improve you Amazon search ranking.
While performing keyword research, pay close attention to the popularity of a particular keyword phrase. This is helpful to gauge when demand rises and falls for an associated product.
You can also discover important product detail information, like what colors and sizes are searched frequently. Customers will even search by the qualities that they’re looking for in a product.
Here’s an example using the primary keyword “dog leash” and the resulting ten keywords from the query:
- dog leash
- retractable dog leash
- dog leashes
- dog leash retractable
- 6ft dog leash
- 2 dog leash
- big dog leash
- leather dog leash
- heavy dog leash
- red dog leash
What can we learn from this?
- People are looking for a “retractable dog leash.” It shows up twice and we haven’t even looked into the more complicated long tail keywords further down the list. We’re still at the top-of-the-funnel.
- Most shoppers are searching for a leash that is or extends to “6ft.”
- Dog owners with multiple dogs want a leash that gives them the ability to walk two dogs at once.
- Owners want the leash to be strong. You can learn this from three different keywords “big dog leash,” “leather dog leash,” and “heavy duty dog leash.” Each phrase is geared towards leash that can handle 150 pounds trying to make friends with a chihuahua walking the other way up the trail.
- Red is a popular color option for a dog leash, and if you’re in the leash business it would be a good idea to have one in your inventory.
If you can observe that much from the top ten keywords, imagine what you could discover by performing a deep dive into long tail keywords. While it’s true that these phrases get lower search volumes, at scale they can convert better than highly competitive, broad top-of-the-funnel phrases.
Additionally, these terms have helped many entrepreneurs uncover numerous product niches.
When you are ready to move on, remember to save these keywords for listing optimization, ad campaigns, and website content. Savvy sellers use Amazon shopper keywords anywhere they talk about their business to increase visibility and sales.
Amazon listing metrics can help refine your product ideas
How does the market look?
Are there hundreds or thousands of people selling variations of the product you’re considering?
By searching with the keywords you find during your keyword research on Amazon, you’re able to understand the competitive environment for your product idea.
Here are the factors to consider:
When looking at listing on Amazon the products already on the market should be selling at or around $17.99. It’s not a firm rule, but this reference point allows you to still receive a profit after subtracting ⅔ for the approximate cost of selling your product.
Allow yourself a couple of weeks to watch the prices. If they continue to dip then a race to the bottom price has already begun, and you should avoid this market.
When looking at customer reviews, at least five of the top ten listings should have under 100 reviews. You can exclude any Sponsored Product listings here.
This analysis helps you see if the competition is high for any given product. The more reviews a product has, the more people are already purchasing it. If you see any listings with over 1,000 reviews, it may be best to consider another product.
Product ratings give you insight into the problems with products already on the market. Read through the negative and positive reviews, and keep track of the particular issues customers complain about. Make sure to fix these before bringing your product to the market!
Of course, you want to confirm that your potential product has a market on Amazon.
Here’s where price tracking tools can help. Excluding Sponsored Products, the top ten sellers should be averaging $5,000-$6,000 per month. This is an average so make sure the current sales numbers will work for your business plan.
Once you find and source a product, you’re ready for a product launch!
But once you successfully launch your product, how do you maintain your listing and gain organic sales? By optimizing your listing.
During & After Launch:
Listing optimization is crucial for product discovery
To capitalize on the momentum from a successful product launch on Amazon, make sure you optimize your listings with the most relevant, highly-searched Amazon shopper keywords and strategically-selected long tail phrases to help customers find your product.
- When writing (or updating) your listing stay away from complex tenses and overly sophisticated words.
Use language that is clear, concise, and easy to understand. This will minimize any potential confusion for your customer and make your copy easier to translate if you decide to expand into other markets in the future.
- Keep your Title simple.
The best titles include the brand, product line, the material or an important feature, your product type, color, size, and quantity.
The most relevant and highest searched keywords for your product should go in your title. Your customer should know exactly what they’re purchasing by clicking on your listing.
- Bullet Points are best used to convey all vital product information to your customer quickly.
Choose a product feature or benefit for each bullet. In precise language, describe that characteristic (size, material, color, etc.), then move on to the next point.
This section is especially noteworthy as it’s one of the first things a customer sees after your title when searching on a mobile device.
- The Description is an ideal place for your long tail keywords and/or keyword phrases.
Each seller has a different tactic here. Some describe their product while others explain it's multiple uses.
Whatever approach you take, avoid using idiomatic and slang phrases. Idioms can cause confusion and slang phrases can fall out of popularity quickly. An “evergreen” listing will always be a hit with customers.
- Search Terms (a.k.a. Backend Keywords) is where you enter any keywords you couldn’t fit into your title, description, or bullet points.
These keywords aren’t visible to customers, but Amazon still uses them in their search algorithm.
You should always try to include as many highly-relevant keywords elsewhere in your listing as you only have 250 bytes (equal to 250 Latin characters) in this section.
There’s no need to stuff this section with misspellings, plurals, or duplicates, as the Amazon algorithm already accounts for those.
After a successful product launch, make sure to continuously check in on your listing to see how your keywords are performing.
Confirm that your listing is indexed for your top keywords. That way you know your listing appears on the search results page when your customers want to see it.
And if you are running ad campaigns, find ways to update your listing with the most high-performing keywords.
Pro Tip: A quick way to check that Amazon is indexing your listing for your top keywords is to type your ASIN and keyword into the Amazon search bar (you’ll need to repeat this for every keyword on your list) – if your listing shows up in the results that keyword is indexed.
We understand that sometimes you have a lot on your plate, so if you need an extra hand to optimize your listings check out MerchantWords’ Listing Advisor service! To learn more about keyword research and listing and advertising optimization, visit MerchantWords’ resource page and YouTube channel!
And if you're ready to launch, you've come to the right place.