How to Do Amazon Keyword Research With Helium10

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Doing keyword research is an essential stage in planning Amazon marketing strategy. It helps a seller understand the situation in the niche, target audience, competition, and growth potential of the product.

Most importantly, proper Amazon keyword research is key to defining the demand and understanding if it is worth selling a specific product on Amazon or not. Keywords are the major indicators of a demand on Amazon. Having a great product is not enough. If there are no people on Amazon potentially interested in your product, there is no sense investing into its launch on this marketplace whatsoever.

How Does Amazon Keyword Research Help Define the Demand?

Using a keyword research tool one can get a list of keywords or search terms people use on Amazon to look for products similar to the ones they are planning to sell. The keywords tools, such as Helium10 Cerebro and Magnet, also provide “monthly search volume” of each of the keyword on the list, which basically means how often a specific keywords is used on Amazon every month. 

Ideally monthly search volume of a keyword should be at least a few thousand to regularly generate a good number of sales. A few relevant keywords with monthly search volume under 1k on average can guarantee up to a 100 orders a month. But if the research does not show any keywords highly relevant to the product, this means there is a lack of demand for this specific product on Amazon, and trying to sell it on this marketplace will probably lead to wasting budget and not reaching the expected results. 

To give an example, it is quite difficult to find a niche with high demand for handmade and zero waste products that tend to be of better quality but more expensive than the average price in the niche. Making a profit would be hard selling $40.99 Zero Waste Dish Brush Kit below on Amazon. The most relevant keywords have low monthly search volume, which equals low demand.

amazon keyword research - zero waste dish brush kit
amazon keyword research tool - demand analysis - high vol low rel
best amazon keyword research tool - demand analysis - low vol high rel

Know Your Competitors With Helium10 Browser Extension

Using Amazon search field and a phrase that most accurately describes your product, look for similar competitor products. To avoid analyzing the search results manually, activate Xray tool in Helium10 browser extension. It will transform search engine results into a table with structured and easy to read data on each of the products.

Helium10 Xray extension manual

Using available filters find the products that sell the most and your direct competitors (similar product features, price etc.). Copy ASINs of the selected products for further Amazon keyword research.

how to use Helium10 Xray extension

Use the Power of Cerebro

Paste selected competitor ASINs to Helium10 Cerebro tool. For more accurate analysis use the following filters:

  • Search volume – Unless the niche is super small, narrow the search to include only keywords with search volume over 500. You are looking for the keywords with the highest search volume and sales potential.
  • Match type Organic – concentrate on organic keywords, as they are the keywords that bring the most sales to your competitors, and are likely to have the best Conversion Rate when it comes to your product as well.
  • Advanced Rank Filter 1/2 – Enter in min/max number of ASINs you want to be appearing in a certain range of organic ranks for a keyword
  • Advanced Rank Filter 2/2 – Narrow search results to the keywords that competitor ASINs rank in top-30 organic search results. Keywords with lower organic ranks are most likely not relevant enough, and generate fewer sales because of low Conversion Rate
amazon keyword research tools Helium10 Cerebro

Export the list of keywords for further analysis.

how to use helium 10 keyword research tool Cerebro

Compare Organic Ranking

Continue your Amazon keyword research by analyzing Cerebro report in Excel or Google sheets.

One way to define keywords that are worth adding to the product listing during SEO optimization is to find the ones that most of the analyzed competitors rank high for – at least Top-30 positions in organic search results.

how to use helium 10 for keywords research

Since you are analyzing not only direct competitors but also niche best selling products, some of the keywords are going to be less relevant to your product and therefore of lower priority for you. 

Define Keyword Relevance

Say you carry out keyword research for Flexzilla Garden Hose 5/8 in. x 100 ft., Heavy Duty, Lightweight, Drinking Water Safe, ZillaGreen – HFZG5100YW-E. Below are the examples of keywords with different relevance to this specific product: 

  1. Highly relevant keywords“flexzilla garden hose 100ft”, “garden hose 100 ft expanding hose heavy duty” – these are among the most relevant keywords to Filezilla Garden Hose, as they specifically describe the product including its accurate name “garden hose”, and features that are likely to be important to the customers, such as “100ft”, “expanding”, “heavy duty”. Such long-tail keywords are used by people who are interested in buying a very specific product, so they are likely to have the highest Conversion Rate. 
  2. Generic & less relevant keywords“garden hose”, “water hose” – the needs of the customers using such search terms are not very clear. Some of them may look for hoses that are shorter, stainless steel, or hoses of the other brands. In this case Filezilla Garden Hose will not meet their needs, and Conversion Rate for these specific keywords is going to be lower. But they are still relevant and because of high search volume they may lead to a good number of sales. So using them in product listing and targeting in Amazon PPC still makes sense.
  3. Irrelevant keywords“garden hose 25ft”, “copper bullet pocket hose 50 feet”. These keywords are irrelevant to Filezilla Garden Hose, as clearly customers using such keywords are looking for shorter garden hoses, and hoses of different brands. There is no need using such keywords for listing SEO optimization, or targeting them in Amazon ads. Irrelevant keywords result in low Conversion Rate, and ROAS in PPC, and it is next to impossible to get high ranking for them in organic search results.

Cover All Semantics With Magnet

There is another software in the Helium10 toolkit which was created to facilitate keyword research – Magnet. It has two modes: “Find Suggestions” and “Analyze Keywords”. Find Suggestions mode helps to find high-volume search terms that are relevant to your entered keyword. While Analyze Keywords can be useful to check the search volume and a range of other important metrics of specific keywords.

Analyze Keywords Tool

Magnet is especially useful for the sellers who already know their product and audience pretty well, as well as the search terms and keywords their customers use to find their product. So if you have a list of keywords that convert well on Google Ads or Etsy, checking their search volume with Magnet “Analyze Keywords” is a great idea. The ones with the highest search volume should definitely be used for listing optimization and PPC on Amazon.  

Find Suggestions Tool

If you realize that there is a whole cluster of keywords that you didn’t find during Cerebro Amazon keyword research, but that performs well on platforms and marketplaces you sell, use Magnet “Find Suggestions” to check how popular this cluster of keywords is on Amazon. Let’s say, you know that customers on your online store search often call the Garden Hose “water pipe”. But Cerebro only found 2 phrases with the word “pipe”, so you would like to check if there are more popular keywords like that on Amazon. Magnet is perfect for this task.

how to do keyword research for amazon with Helium10 Mangnet tool

Useful filters to use on Helium10 Magnet:

  • Match type “Smart Complete” – will only show keywords containing the phrase you are analyzing, otherwise related keywords will also be included.
  • Phrases Containing & Exclude Phrases Containing – will help you to narrow down the results to the most relevant keywords, and exclude the ones that clearly belong to the wrong category. Or even find the keywords to stay away from – the ones that belong to gated products categories on Amazon, and that can get the product page suspended in they are used in the listing copy.

Optimize Your Listing for SEO

Once the list of relevant and high priority keywords is ready, it is time to add them to your product listing. Here are the important components of the product listing on Amazon where one should include relevant keyword (most important listing sections come first):

  • Product Title
  • Bullet Points
  • Enhanced Brand Content / A+ Content
  • Search Terms (does not appear on the listing)
  • Subject Matter (does not appear on the listing)

Just make sure you add the keywords organically, and avoid spamming. SEO optimization should not come at a cost of readability and customer experience.

Check out a list of Helium10 Product listing optimization tools that will help you maximize sales and boost your ranking within search results even more.

Helium10 banner - amazon keyword research guide

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