When you search for something on Amazon, how often do you rely on the platform itself to present the best possible products which align with what you’re looking for?

More often than not, people using Amazon have an idea of what they’re looking for and will frame their search around an issue they are experiencing or a solution they are searching for. They might search for “cooling mat for my dog” or “dining room décor” - opening up their search experience to a whole host of products that Amazon recommends based on those search terms.

If this sounds familiar, then there’s a reason why. And it’s because Amazon’s algorithm is similar to the way that Google works with SEO.

How is Amazon’s algorithm similar to a search engine SEO strategy?

Just like Google, when a user searches for something on Amazon in the search bar, the platform will crawl the site to find the most appropriate results based on their search terms and query.

This is why keywords aren’t just important on Amazon - rather, like with an SEO strategy, they underpin the entire customer journey towards your brand and products.

Of course, it’s not purely keywords that will inspire Amazon to list your products as among the top results for each search. As a marketplace platform, and one that wants to sell as much as possible, Amazon is just as likely to rank profiles and products highly when they themselves have great reviews. Meaning that in order to do well on Amazon, you need the solid foundation of a good copy strategy and some five-star reviews to set you up.

So, how do you get those reviews in the first place in order to grow your Amazon presence?

Here’s our advice on outing keywords at the heart of your Amazon listing strategy - and how to research according to trends, consumer demand, and competitor success rates.

What does keyword research involve?

Keyword research does what it says on the tin. It involves researching the keywords that your target audience is searching for in the Amazon search bar, recognising the connection between their problem and your solution as part of your listing copy.

It also means keeping an eye on competitor pages and profiles, tapping into their keywords and using their research to boost your own presence. After all, Amazon’s a big old site and the amount of competition for each user’s business is huge.

Finally, Amazon keyword research means identifying all the key selling points of your specific product and your business and integrating them into the copy as and where you can. The title of each product listing should be as comprehensive as possible, because you need to tell both your brand / business, and your product. Remember, at the point of search, a user is still completely unaware of your brand so that product title has to separate your product solution and your brand as right for them.

Here are some tips on making Amazon keyword research work for your small business.

How to use keyword research as a valuable part of your business

Keyword research will let you know what users are searching for when they land on your products or profile, what the current trends around your industry or product type are, and what matters to potential customers.

The keywords that you integrate into each product listing should be included in your title and in the main body of copy and should ideally be as detailed and as comprehensive as possible to really lay out all the information that potential customers want and need to know.

Look at it this way - Amazon does a lot of the hard work for users. As soon as they start typing, it starts suggesting products that they might be interested in. It also recommends products based on what they’re looking at, and it recommends other suppliers who are selling similar products by way of comparison.

What does all of this mean? Your product listings need to be accurate, relevant, engaging, on-point, readable, and - most of all - built on a foundation of keywords that will entice and attract both Amazon’s attention and the attention of your customers.

For more advice like this, and for hands-on support building your Amazon presence, don’t hesitate to get in touch with the Social Loop team.