Find the keywords your competitors rank for and use relevant search terms to improve your Amazon visibility and sales.

If you sell products on Amazon, understanding what your competitors are doing can help you improve your own listings. One important step to research is keywords.

Keywords are the words and phrases shoppers type into Amazon when looking for products. Using relevant keywords in your listing can help Amazon understand your product and show it to the right shoppers.

Competitor keyword research helps you discover the search terms other successful sellers may be using. It can reveal keyword ideas you may have missed and show you how your competitors are targeting their customers.

However, the goal is not to copy your competitors. Instead, use their keyword strategy as a source of ideas, then choose the terms that are relevant to your own product and customers.

In this guide, we’ll explain different ways to find competitor keywords on Amazon and how to use them effectively.

Why Is Competitor Keyword Research Important?

Amazon is heavily driven by search. Shoppers usually start by entering a word or phrase into the search bar, and Amazon displays products that it believes are relevant to that search.

This makes keyword research an important part of Amazon SEO.

Looking at your competitors’ keywords can help you understand what customers may be searching for and where there are opportunities for your products. Here are some important benefits:

1. Find Valuable Keywords: Competitor research can help you discover search terms that are relevant to your product and may already be helping similar products get visibility. Instead of starting your keyword research from scratch, you can use successful competitor listings as a starting point.

2. Discover New Keyword Ideas: You may already be targeting the most obvious keywords in your niche. Looking at competing products can help you find additional phrases, long-tail keywords, and customer-focused terms that you may not have considered.

3. Improve Your Amazon SEO: Once you identify relevant keywords, you can use them naturally in appropriate parts of your listing, such as the title, bullet points, product description, and backend search terms. A better keyword strategy can help Amazon better understand what your product is about.

4. Spot Changes in Search Trends: Customer search behavior changes over time. New products, seasonal demand, and changing customer preferences can all affect the keywords shoppers use. Regular competitor research can help you notice these changes and adjust your strategy.

5. Improve Visibility and Sales: When you target relevant keywords, your products have a better chance of appearing when shoppers search for products like yours. Relevant visibility can bring more qualified traffic to your listing and create more opportunities for sales.

Competitor keyword research is about learning from the market, not copying another seller’s listing.

How to Find Competitors’ Keywords on Amazon

There are several ways to research competitor keywords. You can start with free methods and then use keyword research tools for more in-depth data.

1. Analyze Competitor Listings Manually: You don’t always need a paid tool to start researching competitor keywords. Amazon product pages themselves can provide useful ones. Look at the listings of successful competitors in your category and pay attention to the words and phrases they use.

How to Do It:

a. Check Product Titles: Product titles usually contain important keywords that describe what the product is and what it does. Look at a few top-ranking products. If certain words or phrases appear repeatedly across relevant listings, they may be important search terms in your category.

However, every word in a competitor’s title is a valuable keyword. Make sure it is relevant to your product before using it.

b. Review Bullet Points and Descriptions: Competitors may use additional keywords in their bullet points and product descriptions. Look for terms related to:

• Product features
• Product benefits
• Materials
• Size and style
• Product use
• Target customers
• Common customer needs

These areas can help you find longer and more specific search phrases.

c. Look for Other Search Terms: Some search terms may not be visible on the product page because sellers can add them as backend search terms. These hidden terms cannot simply be seen by looking at a listing. You may need keyword research or reverse ASIN tools to find additional search terms associated with a competitor’s product.

Pro Tip: Check Amazon’s “Customers who bought this item also bought” and similar product recommendation sections. These can help you discover related products and understand how shoppers move between products.

2. Use Amazon Keyword Research Tools: Manual research is a good starting point, but keyword research tools can provide much more data. Depending on the tool, you may be able to enter a competitor’s ASIN and find keywords associated with that product. You can then study search volume, rankings, competition, and other available metrics.

How to Do It:

a. Enter Competitor ASINs: Start by identifying a few strong competitors in your product category. Enter their ASINs into a keyword research tool that supports competitor or reverse ASIN research.

b. Study Keyword Data: Look at the available metrics for each keyword. Depending on the tool, these may include:

• Estimated search volume
• Keyword ranking
• Competition
• Organic ranking
• Sponsored ranking
• Search trends

Don’t focus on only one metric. A keyword with high search volume may also have very strong competition.

c. Find Keyword Gaps: Compare the keywords your competitors rank for with the keywords you currently target. You may find relevant search terms that your listing does not cover. These keyword gaps can give you new ideas for improving your SEO and PPC strategy.

d. Select Relevant Keywords: Not every keyword you find should be added to your listing. Choose keywords that accurately describe your product and match what your target customers are searching for.

For example, if you sell a stainless steel water bottle, a keyword related to “plastic water bottle” may have high search volume but would not be a good fit.

ChannelMAX has a powerful Amazon Search Tool that helps sellers find profitable keywords and ASINs, check search trends, and stay ahead of competitors in real time.

Pro Tip: Don’t rely on keyword data from only one point in time. Check your important keywords regularly because search trends and competitor rankings can change.

3. Perform a Reverse ASIN Lookup: A reverse ASIN lookup is one of the most useful methods for researching competitor keywords. An ASIN, or Amazon Standard Identification Number, is the unique identifier Amazon uses for products. With a reverse ASIN tool, you can enter a competitor’s ASIN and discover keywords associated with that product.

This can give you a much broader view of your competitor’s keyword strategy than simply reading their product page.

How to Do It:

a. Find Your Competitors’ ASINs: Choose several relevant competitors that perform well in your category. Focus on products that are similar to yours and compete for the same customers.

b. Run a Reverse ASIN Search: Enter each competitor’s ASIN into a keyword research tool that supports reverse ASIN analysis. The tool may provide a list of keywords for which the competitor’s product is ranking.

c. Review the Results: Look at the keywords and their available data. Pay particular attention to terms that have a good balance of search demand and competition and are closely related to your product.

d. Create a Relevant Keyword List: Remove keywords that don’t accurately describe your product. Then create a shortlist of useful terms that you can consider for your product listing, Amazon PPC campaigns, or further research.

Pro Tip: Don’t analyze only one competitor. Run reverse ASIN research on several competing products. Comparing multiple competitors can help you identify keywords that appear across the market and find opportunities.

4. Use Amazon Search Autocomplete: Amazon’s search bar is a simple and free way to discover keyword ideas. When you begin typing a search term, Amazon automatically displays suggestions. These suggestions can help you understand the types of phrases shoppers may use when searching for products.

How to Do It:

a. Start With a Basic Keyword: Enter a broad product term into Amazon’s search bar. For example, if you sell a yoga mat, you could start typing with: “yoga mat”

b. Check the Suggestions: Amazon will display related search suggestions. Look for phrases that are closely related to your product and customer intent.

c. Try Different Variations: Change the words you enter and test different combinations. For example, you could try:

• Yoga mat for
• Yoga mat non slip
• Yoga mat for beginners
• Thick yoga mat
• Yoga mat travel

This can help you discover more specific long-tail keyword ideas.

d. Add Relevant Keywords to Your Research List: Don’t immediately add every suggestion to your listing. First, check whether the phrase is relevant to your product and whether shoppers using that phrase are likely to be interested in buying what you sell.

Pro Tip: Try different variations of your main keyword instead of searching only one phrase. This can help find additional long-tail searches that may be less competitive.

5. Amazon Sponsored Product Ads: Amazon’s sponsored ads can provide useful clues about the keywords competitors are targeting. When you search for a product keyword, Amazon may show sponsored products in various positions on the results page. If the same competitors repeatedly appear for certain searches, they may be actively targeting those terms through Amazon Ads.

How to Do It:

a. Search Your Main Keywords: Enter your most important product keywords into Amazon. Check the sponsored products that appear in the search results.

b. Look for Repeated Competitors: If the same brands or products appear regularly for several relevant searches, take note of them. These competitors may have a strong advertising strategy around those search terms.

c. Study Their Listings: Look at the keywords used in their product titles and other visible content. This can provide additional ideas about how they position their products.

d. Build a Keyword List: Keep a note of the keywords that repeatedly appear in your research. You can then research these terms further before deciding whether they are suitable for your own listing or PPC campaigns.

Pro Tip: Check your searches at different times. Amazon’s ad placements can change, and a competitor that appears today may not appear in the same position later. Also remember that seeing a competitor’s sponsored product does not tell you exactly which keyword they are bidding on.

6. Track and Improve Your Keyword Strategy: Finding competitor keywords is only the beginning. Once you have a list of potential keywords, you need to monitor how your own products perform for those terms. Your goal should be to understand which keywords actually help your business—not simply collect a large list of keywords.

How to Do It:

a. Monitor Keyword Rankings: Track how your products perform for important search terms. Look for changes in your organic rankings over time.

b. Check Traffic and Sales: Ranking for a keyword is helpful, but rankings alone don’t guarantee sales. Use your Amazon reports and analytics to understand which search terms are bringing relevant traffic and contributing to sales.

c. Improve Your Listings: If you discover relevant keywords that are missing from your listing, consider adding them naturally where appropriate. Avoid making unnecessary changes just to include more keywords.

d. Repeat Competitor Research: Your competitors may launch new products, change their listings, adjust prices, or target new keywords. Keep an eye on your competitors so you can identify new opportunities and changes in your market.

Pro Tip: Set a monthly schedule for checking your important keywords and competitors. Regular research is more useful than doing one large keyword analysis and never checking it again.

7. Read Competitor Reviews and Customer Questions: Your competitors’ customer reviews and questions can be a valuable source of keyword ideas. Shoppers often use simple, natural language when explaining what they want from a product. These conversations can reveal phrases that traditional keyword tools may not highlight.

How to Do It:

a. Visit Competitor Listings: Choose several popular competitor products that are similar to yours.

b. Read the Customer Questions: Look at the questions customers ask about the product. These questions can reveal what shoppers care about, such as product size, materials, compatibility, features, or how the product is used.

c. Study Customer Reviews: Pay attention to detailed reviews rather than looking only at the star rating. Customers may mention specific product features, problems, uses, or benefits in their own words.

d. Build a Keyword and Customer-Need List: Write down phrases that appear repeatedly or provide useful insight. You may be able to use some of these phrases naturally in your listing if they are relevant to your product.

Pro Tip: Don’t ignore lower-rated reviews. They can show what customers expected but didn’t receive. This can give you ideas for both keyword research and product improvements.

Best Practices for Using Competitor Keywords

Finding competitor keywords is useful, but using them correctly is even more important. Here are some practices to follow:

1. Choose Relevance Over Search Volume: A keyword with thousands of searches is not automatically a good keyword for your product. The most useful keywords are those that match your product and attract shoppers who are likely to buy.

For example, if you sell an eco-friendly water bottle, “eco-friendly water bottle” is more relevant than the broad keyword “bottle.” A highly relevant keyword may bring fewer visitors but more qualified shoppers.

2. Use Keywords Naturally: Avoid forcing keywords into your product title, bullet points, or description. Keyword stuffing can make your listing difficult to read and create a poor experience for shoppers. 

Instead, use important keywords naturally while clearly explaining your product’s features and benefits. Your listing should be written for people first, not just search engines.

Tip: Read your listing after adding your keywords. If a sentence does not sound natural, rewrite it.

3. Use Both Broad and Long-Tail Keywords: A good keyword strategy can include both broad and specific search terms. Broad keywords can help you reach a larger audience. Long-tail keywords are more specific and can often show stronger buying intent.

For example:

• Broad: water bottle
• More specific: stainless steel water bottle
• Long-tail: insulated stainless steel water bottle for hiking

Using different types of keywords can help you reach shoppers at different stages of their buying journey.

4. Review and Update Your Keywords: Amazon search trends can change. A keyword that performs well today may become less useful later. New products, seasonal demand, and changing customer preferences can all affect search behavior.

Review your keyword performance regularly and update your strategy when needed. You can use tools such as Amazon Brand Analytics, keyword tracking software, and your own sales data to identify changes.

Also Read: Amazon Brand Analytics: A Complete Guide for Sellers

5. Use Keywords Across Your Amazon Strategy: Your keyword research shouldn’t be limited to your product listing. Relevant keywords can also help with:

• Amazon PPC campaigns
• A+ Content
• Amazon Store pages
• Product descriptions
• Promotional content

However, always follow Amazon’s rules for each type of content and advertising. Using the same relevant keyword strategy across different parts of your Amazon business can help keep your product messaging consistent.

Common Competitor Keyword Research Mistakes to Avoid

Even good keyword research can become ineffective if you use the information incorrectly. Here are some common mistakes to avoid.

1. Copying Your Competitors: Competitor research should give you ideas, not a reason to copy another seller’s listing. Don’t copy their titles, bullet points, descriptions, or other content word-for-word.

Instead, identify useful keywords and create original content that explains what makes your own product different.

2. Using Keywords That Don’t Match Your Product: A keyword may have high search volume but still be completely wrong for your product. Using unrelated keywords can attract shoppers who are looking for something else.

For example, if you sell a leather wallet, using a popular keyword for women’s handbags simply because it gets many searches is unlikely to bring useful traffic.

3. Stuffing Too Many Keywords Into Your Listing: Adding every keyword you discover can make your listing difficult to read. Your title and bullet points should clearly explain the product rather than becoming a long list of search terms.

Choose the most important and relevant keywords and use them naturally in your product listing.

4. Ignoring Backend Search Terms: Some sellers focus only on the keywords visible to shoppers and forget about backend search terms. Backend search terms provide an additional place to provide relevant search information to Amazon without making your customer-facing content look unnatural.

However, use it according to Amazon’s current rules and avoid adding irrelevant terms.

5. Doing Keyword Research Only Once: Amazon is constantly changing. Customer behavior, competitors, products, and search trends can all change over time. If you perform keyword research once and never review it again, you may miss new opportunities.

Make competitor keyword research part of your regular Amazon SEO process.

To sum up, researching your competitors’ keywords can give you valuable insights. You can start by manually studying competitor listings, Amazon’s search suggestions, customer questions, and reviews. 

The most important thing is to use competitor research as a source of ideas rather than copying what other sellers do. With regular research and smart keyword use, you can improve your Amazon SEO, increase product visibility, and create more opportunities to turn searches into sales.

Disclaimer:
Amazon is the registered trademark of the e-commerce brand.

Frequently Asked Questions (FAQs)

1. How can I find my competitors’ keywords for free on Amazon?

You can start by studying competitor product titles, bullet points, descriptions, customer reviews, and Amazon’s search autocomplete suggestions. These free methods can help you discover relevant keyword ideas without paying for a keyword research tool.

2. What is a reverse ASIN keyword search?

A reverse ASIN search helps you find keywords associated with a specific Amazon product. You enter a competitor’s ASIN into a keyword research tool, which can then show search terms the product may rank for. This can help you discover keywords that you may have missed.

3. Can I see exactly which keywords my competitors are ranking for?

Amazon does not provide a complete public list of another seller’s organic keywords. However, third-party keyword research tools can estimate the keywords a competitor’s ASIN ranks for by analyzing available Amazon search data.

4. How many competitor ASINs should I analyze for keyword research?

There is no fixed number, but analyzing several relevant competitors is usually better than looking at just one. Comparing around 5–10 strong competitor ASINs can help you identify keywords that appear across your niche and find additional opportunities.

5. Should I use all the keywords my competitors rank for?

No. A competitor’s keyword is not automatically a good keyword for your product. Only use terms that accurately describe your product and match your customers’ search intent. Relevance is more important than simply having a large keyword list.

6. Can competitor keywords improve my Amazon product ranking?

Relevant competitor keyword research can help you discover search terms to consider for your listing and advertising strategy. However, using a keyword alone does not guarantee higher rankings. Product relevance, sales performance, conversion rate, customer experience, and other factors also influence Amazon search visibility.

7. How often should I do competitor keyword research on Amazon?

It’s a good idea to review your important keywords and competitors regularly rather than doing the research only once. A monthly review can help you spot changes in search trends, competitor strategies, and new keyword opportunities.

8. Can I use competitor keywords in Amazon PPC campaigns?

Yes, if the keywords are relevant to your product and follow Amazon’s advertising policies. Competitor keyword research can help you discover terms to test in your PPC campaigns, but you should monitor clicks, conversions, and advertising costs to determine which keywords are actually useful.