How To Use Keyword Research to Optimize Your Amazon Product Listing

You’ve performed product research and found the perfect product to sell. You found the right manufacturer. You’ve created your Seller Central account and are ready to start your FBA career.

Now what?

It’s time to get down to business on your Amazon marketing strategy! That begins with making sure your product listing is set up for maximum visibility and able to convert shoppers to buyers.

We consider your product images and copy to be the foundation of a successful Amazon marketing plan. Every aspect of your selling experience will benefit from high-quality images and sales-inducing copy optimized for search.

Although many don’t think of Amazon as a search engine, that’s precisely what it is.

Amazon is responsible for roughly half of all e-commerce sales, and nearly 90% of Amazon’s product views come from searches.

Is your listing optimized to take advantage of this humongous audience?

Those who do not optimize their listing to reach all the customers for their product are not only leaving sales on the table; they’re encouraging customers to buy from competitors, resulting in ranking changes that further minimize your visibility.Whether you’re creating a new listing or looking to enhance your existing listing, Viral Launch’s Keyword Research and Listing Builder tools are all you need to maximize visibility, increase exposure, and most importantly — boost sales.

STEP 1: Find your seed keyword

First, we’ll need to determine our seed keyword. In the Amazon world, this would be the most relevant keyword that has the highest search volume. In other words, the most popular term that customers are using to find your product on Amazon.

Think about the product you want to sell. If you were a customer, what would I search for my product to show up as a result?

For some products, this is as simple as it sounds. But for others, it can be trickier than you’d think.

Consider soft drinks. Is it soda, pop, or are you like me and use “Coke” as a catch-all for every fizzy beverage? This likely depends on where you’re from or where you currently live.

From this example, you can see how colloquial language can change depending on where you’re at and how the same product may have a few different primary keywords associated with it.

Finding the right seed keyword is just one of the many reasons why Viral Launch’s Keyword Research tool is a must-have when it comes time to writing your listing. Filled with years of search volume data, Keyword Research makes the process of finding a seed keyword and knowing what your primary keywords will be a simple one.

For the remainder of our SEO-boosting exercise, Keyword Research will play a huge role in not only what keywords we use, but how we place them. The proprietary keyword metrics such as Priority Score, Relevancy Score, and Opportunity Score provide valuable insights for us to draw from and prioritize our keywords.

Dig around with keyword research before deciding upon your seed keyword. You may be surprised at what keywords fetch the most searches for your product.

Step 2: Find Relevant High-Volume Keywords

Filter out keywords that aren’t relevant or accurate to your product. Use the filters to customize your keyword list and remove competitor brand names and any keywords that do not apply to your product.

After you’ve found the right seed keyword, you’ll have a comprehensive list of related keywords along with helpful data points such as Viral Launch’s exclusive Priority Score and Relevancy Score. We recommend sorting by search volume estimates, as these are going to be where much of the traffic via search.

Sort this list by search volume estimates to get an idea of what keywords or phrases people are using to find your product. Since search volume estimates are an incredibly powerful indicator of consumer demand on Amazon, we can quickly see which keywords are being used to find your product and the depth of the market.

Ensuring that your product is indexed for the majority or all of your keywords are the first step in making sure your listing shows up for customers. Being indexed also means that as sales trickle in through search, you’ll see your organic rank rise as a result. Without indexing for these keywords, achieving sustainable sales is an uphill battle to say the least.

As you filter through your list, you’ll find keywords that don’t apply to your product, such as competitor brand names. Unless you’re selling one of these brand names, it’s best to filter these keywords out and remove them from your keyword list until they’re all gone. 

We recommend using the “Keyword Excludes” filter to take irrelevant or inapplicable keywords for maximum efficiency. Due to the robust nature of Amazon, it’s impossible for a machine to automatically pull a keyword list ONLY related to your product. But the “Keyword Excludes” filter allows you to take out keywords and phrases that do not apply to your product so you have a keyword list made exclusively for your product.

In the image listed for this step, you’ll see I’m filtering out “La Croix” since that is a competing brand. Further down the list, this brand name is mentioned multiple times. Filtering it out just once will get rid of all mentions of “La Croix” with that exact spelling.

For the same reasons we remove results with competitor names, you’ll want to eliminate other results that aren’t relevant to your product, such as size, color, dosage, or product specifications that don’t apply to your product.

Once you’ve finished filtering, it’s time to put these keywords into action by adding them into your listing’s copy. You can either do this yourself OR you can use a tool like Viral Launch’s Listing Builder to make the process much more streamlined, simple, and quicker.

STEP 3: Piece It All Together

The beauty of Listing Builder is that it allows for experimentation with your listing’s copy and enables real-time feedback for you to see how each tweak affects your listing.

Creating a listing can feel a lot like putting a puzzle together, and Listing Builder empowers you to move the pieces around to see what works.

You’ll see your filtered-down list of keywords on the left side, sortable by search volume estimate, priority score, and opportunity score. On the right, you’ll see the fields for an Amazon listing that you can use without affecting your actual listing.

As you type each keyword in, you’ll notice that each keyword will be crossed off your list. This feature assists you to be as space-efficient as possible with your listing. Amazon doesn’t place extra weight on keywords for repeated use, so once you’ve used it once, there’s no need to add it again for indexing purposes.

  • Know your (character) limits

Your product listing has a character limit for your title and bullet points, typically between 50 and 200 characters for each. Your limit depends on what category Amazon recognizes your product as, and this can play an enormous impact on how you execute your strategy.

If you include your brand name in your title to align with Amazon’s style guide, 50 characters become even less.Product listings with 50 character titles will have to be more “meat and potatoes” while more extended character limits allow more room for sales-inducing, descriptive language.

Across all listings (except for listings with Enhanced Brand Content capabilities), you will have up to 2000 characters to use at your discretion.

HOOK CUSTOMERS IN WITH YOUR TITLE

You never get a second chance to make a first impression, and your title is the first impression on the shopper. A thoughtfully crafted title and a professional quality main product image are a recipe for you to get customers to choose your product over the other search results.

Amazon Style Guidelines recommend starting your title with your brand name, and we always recommend meeting their style guidelines to ensure you don’t get your listing suppressed.

Staying within their guidelines can be a pain and stand in the way of the keyword or phrase you’re just dying to fit within your limits. But we must remember this is only part of doing business since not following the guidelines can defeat the purpose of optimizing the copy in the first place.

  • DON’T BE A BOT

A common mistake that sellers make is keyword stuffing, including as many keywords as possible without regard for readability or sense. Not only is keyword stuffing against Amazon style guidelines, it’s not shopper-friendly.

Nobody wants to read your keyword list, so don’t make it your product listing! All too often, sellers use various keyword stuffing methods and see great optimization scores, but wonder why their product isn’t flying off shelves.

Writing a keyword-optimized listing is both an art and a science. It requires the science of search data and combines it with the art of integrating these keywords into your listing in sales-inducing language.

Ideally, your listing is indexed for each and every keyword on your list. Depending on your character limits and how many keywords are relevant for your product, this might not be possible, so it’s important to be strategic with which keywords get left on the cutting room floor.

Our end goal is to increase rank, which occurs when you achieve sales through searches for keywords that you’re indexing for. Don’t get too caught up writing to the algorithm to the point that you forget about the reader you’re trying to convert to a customer!

MAKE SURE YOUR BULLET POINTS HAVE BITE

Once your title has been expertly crafted, the bullet points should be next up on your order of operations. This is where customers get to know your product. What’s unique about it? What sets it apart from the competition?

The bullet points are an excellent place to showcase your product, boast about its selling points, and add essential keyword phrases that couldn’t be squeezed into the product title. Most listings will include five bullets, so think about 5–7 selling points of your product, prioritize them, and place them in a way that makes the most sense.

Sticking with our fictional soda example, let’s highlight a few of the selling points to start it off.

  • TASTE THE TROPICS: Quench your thirst with a can of our refreshingly sweet, all-natural orange soda

Within 100 characters, we caught the shopper’s attention with a catchy slogan, informed the customer that it comes in a can, and highlighted two major selling points for our fictional orange soda: it’s refreshing and completely natural.

We’re answering customer questions while addressing a few primary benefits of this particular soda. We’ve used a few crucial keywords as well, all without appearing to stuff them unnaturally.

CLOSE THE DEAL WITH A KILLER PRODUCT DESCRIPTION

The customer found your product and liked what they saw with your title and header image. They saw your bullet points, and they haven’t left looking for competitor products. You’ve got this customer on the hook.

Now close the deal.

Psychologically, the customer is looking for a final reason to buy or not buy your product. Answer any potential questions they may have. Show and tell the customer why your product is superior to others on the market.

Your product description likely has a 2000 character limit and offers minimal indexing weight. But do not make the mistake of ignoring this section because it won’t increase your visibility.

The longer character limit and lack of indexing weight make this area ideal for placing emphasis on your product’s selling points and answering any potential questions.

Take on the mentality of a customer. What’s in this product? How is it made? What sets it apart from Competitor X? How does this product make my life better?

How you answer those questions could very well be the difference between a customer adding to cart or starting their search over again.

DON’T SKIP THE BACK-END SEARCH TERMS

Sellers frequently make the mistake of leaving their back-end search term areas blank! Just because customers can’t see them doesn’t mean they don’t have value.

The back-end search term fields are a terrific way to grab what we call “low-hanging fruit” in the form of relevant search terms containing common misspellings or search queries made in foreign languages. It’s also a great place to toss those lower relevance keywords that you weren’t able to squeeze into the title or bullet points.

The back-end search term field is a lifesaver for including keywords that wouldn’t make sense to include in a product listing such as common misspellings, Spanish phrases, and others.

Leaving this area blank willingly misses out on thousands of searches each month and the sales that come with appearing with these results.

You’ll likely see optional areas to fill out, such as Intended Use, Target Audience, Other Attributes, and Subject Matter as back-end fields. While we have found no significant correlation between these fields, Amazon has been known to tweak its algorithm from time to time.

Despite the lack of tangible benefits, we still recommend filling these fields to stay ahead of the competition in the event of these fields coming into play in the future.

  • Know your (character) limits

Your product listing has a character limit for your title and bullet points, typically between 50 and 200 characters for each. Your limit depends on what category Amazon recognizes your product as, and this can have a tremendous impact on how you utilize your characters.

If you include your brand name in your title to align with Amazon’s style guide, 50 characters become even less. Product listings with 50 character titles will have to be more “meat and potatoes” while more extended character limits allow more room for sales-inducing, descriptive language.

Across all listings (except for ones with Enhanced Brand Content capabilities), you will have up to 2000 characters to use at your discretion.

An expertly crafted product listing that is keyword-optimized to land you on the coveted Page One for search results. That comes after sales trickle through via the keywords you’re indexing for. It is then that you’ll see your rank improve so you can start receiving

Making sure your product listing is keyword-optimized and SEO-friendly is something rookie and experienced sellers alike should be doing. Trends change, so it’s worth monitoring your keyword performance and optimization score every few months to stay on top of your game and give your product detail page an edge over the competition.

With Keyword Research and Listing Builder, it’s never been easier for sellers to create their keyword-optimized product listing. If you have any questions about what’s allowed or not allowed within Amazon, their product page style guide comes in handy. Additionally, our customer support team is always willing to help provide clarity. Sign up today and select a plan that includes our listing optimization software bundle to maximize your listing today!

Why Search Volume Data Is Crucial For Finding Winning Products

No matter where you’re at in your FBA journey, conducting intensive product and market research is absolutely critical to your success. 

With each stage of the Amazon selling process, the key performance indicators (KPIs) you rely upon will change, as each phase presents unique challenges and opportunities. Knowing which data points to observe and consider during any decision-making process plays a significant role in your ultimate success or failure, especially for FBA beginners.

For most sellers, search volume data doesn’t enter the equation for product research until you’re building an SEO-friendly listing or exploring pay-per-click (PPC) advertising opportunities.

But waiting until after you’ve found a product to start paying attention to search volume data may be a major mistake!

How does search volume play such an important role in the decision-making process? Easy. It’s a significant indicator of one of the most fundamental aspects of any business.

Search volume represents demand.

Outside of Amazon, businesses invest an abundance of time and money into research for demand validation.

What are people looking for? Where are they going for these items? How much inventory should we have in stock? What are interested customers willing to pay? Can I expect steady sales all year-long?

With the right research tools, sellers can not only answer all of those questions but can actually reverse engineer product ideas based on years of exhaustive market data. Every metric tells a unique story, and search volume estimates tell the story of demand.

We can safely say this due to the nature of Amazon being a search engine solely for commercial purposes. Others may recommend utilizing Google search volume data for research, but there’s a huge part of the equation you’d be missing out on by not using search volume from Amazon.

Searches on Amazon are made with the intent to buy.

Check out your recent search history on Google. How many of those searches were made with the intent of buying something? Chances are, not many. On the other end, it wouldn’t make much sense to search for something on Amazon without some level of interest in buying something.

So why make a business decision based on searches made with no intent to buy?

If you sell outside of Amazon, Google Keyword Planner and AdWords are incredible tools for seeing what’s generating buzz and increasing your visibility through PPC advertising outside of Amazon. But Amazon and Google serve two entirely different purposes as search engines. 

Google was created to organize information and make it universally accessible. Amazon is much more focused on commerce and making transactions as frictionless as possible for sellers and buyers.

By utilizing search volume data for Amazon instead of Google while conducting product research, you’re able to eliminate the guesswork of buyer intent and focus on the level of interest in your product market directly from your audience.

Viral Launch’s search volume estimates (available with any plan with access to Keyword Research) display search volume history ranging back years to keep an eye on product seasonality.

Every product is bound to have peaks and valleys in sales, but not paying attention to seasonality is an all-too-common rookie mistake.

For example, let’s take a look at the above chart for the search volume history of “kettlebell.” If you were only to look at the most recent search volume estimates (194,592 searches over the last 30 days) and eschew historical trends, you might source the product thinking you’ve hit a grand slam.

But from this graph that displays years of search volume data, we can safely assume that traffic for kettlebells skyrocketed as gyms closed due to COVID-19 and gym rats being resigned to get their lifts in at home as a result.

As more people receive their home workout gear and gyms re-open, searches have seen a downtick in the previous two months and will likely continue regressing to the norm. While “kettlebell” receives a significant chunk of (15k — 25k monthly searches), it’s a far cry from the 194k searches last month, or it’s all-time high of 292.5k searches in April.

Think of using current search volume as a snapshot of the moment, and historical search volume data being a full picture or video. Using historical search volume data allows us to increase the sample size we’re drawing from for more accurate data to inform your decision better.

Use search volume estimates to find and validate your niche.

As more and more household brands flock to Amazon and top-selling third-party sellers continue to mature, achieving prominent rank for highly searched, high sales products is increasingly difficult due to saturation.

By no means does this mean that highly profitable products aren’t out there, it just means the strategy for finding them has been updated to fit the current landscape of Amazon as it continues to mature as an e-commerce giant. And for aspiring sellers, it only intensifies the need for astute strategies and well-informed research.

Because of that, we recommend avoiding the oversaturated, uber-competitive markets that are difficult to compete within. While it’s not impossible to find success entering a saturated market, there is elevated risk that comes with more barriers to entry and can be a cash drain.

You can find our comprehensive deep dive into our recommended strategies for finding niches and performing product research in today’s FBA climate here.

In a nutshell, finding niches is beneficial to sellers because they have an increased likelihood of success and an opportunity to own a segment of the market as both Amazon and your brand grow.

With this strategy, you’ll want to avoid overly crowded markets while also making sure you have an audience. If you have a subscription that includes Keyword Research, you can quickly ensure this by utilizing the Estimated Search Volume filter and setting your search parameters.

Utilizing the Estimated Search Volume filter in Product Discovery’s Keyword Search is an excellent way to hunt for niches and customize product ideas to your resources and goals.

Once you’ve narrowed down your filters to match your goals, just click Show Keywords, and you’ll be provided with a sortable list that includes estimated search volume as well as data including the average price, sales, reviews, and revenue in that keyword market. Those on annual plans will also see a Product Idea Score, which incorporates multiple metrics into one score on a 1–5 scale for quick and easy validation.

Using your search parameters, you’ll see a full list of keywords on Amazon that meet your criteria, allowing you to evaluate some of the most important elements of product research at once. 

As you sift through the results, be sure to use market research tools such as Market Intelligence to further validate or invalidate product ideas with quality data, estimates, and insights.

Search volume data is one of the most useful, yet overlooked metrics for FBA rookies when hunting for the right product to source and sell. Without tracking current and historical search volume for a product’s seed keyword, you’re making yourself vulnerable to critical oversights in your research.

At Viral Launch, we believe the most-informed decision is the best decision. Having reliable and accurate search volume estimates in your arsenal is an essential element of making the most informed decision possible.

Don’t miss out on the valuable insights that can be gleaned from Amazon search volume estimates! Add Keyword Research to your research plan today to access accurate and reliable search volume estimates to get a leg up on the competition.

How to Optimize Your Amazon Listings For Keywords

Selling on Amazon is unlike running any other online store. The beauty is that it’s both marketplace and search engine rolled into one: Buyers search for and purchase what they need without ever having to navigate to another site. This makes for an exciting and dynamic seller experience — but it also means sellers must market correctly in order to see real results.

Because of this layout, you need to treat Amazon like a search engine when advertising your products. If you want to get your products in front of people who are searching for them, you’ll need to know how to optimize the right keywords for your Amazon listings.

How Do Keywords Work on Amazon?

On any other search engine, such as Google, getting a brand or product to rank high means building up your organic search engine optimization. The same is true on Amazon. The majority of sales happen organically, with products that are highly optimized.

When optimizing your listing, be strategic. Keep SEO in mind to set up your product for the highest potential visibility, and most important, make sure to get things right the first time. Editing a listing that was already written can hurt the listing’s SEO ranking.

For example, make sure to include the most frequently used variations and prioritize the right keywords for the right audience at the right time. You’ll need the help of our Amazon keyword tool, which is designed to help you find and use every relevant keyword.

For one of Viral Launch client, the strategic use of the Amazon keyword tool helped it reach $40,000 in sales within 30 days of its new product launch. By the end of the launch, the product had gone from ranking No. 300 to No. 1 in search results for the targeted keyword.

A Few Amazon Keyword Tips

Our Amazon keyword tool tells you which keywords shoppers use most often when they shop for products like yours. It also helps you include these keywords in your listing without breaking Amazon’s character limits in any of the fields.

When used correctly, the Amazon keyword tool gives you the power to find all the keywords and variations that are relevant to any product. To use them to your ultimate advantage, keep these three points in mind when choosing which keywords to use:

1. Lean heavily on search volume data.

Our Amazon keyword tool gives you actionable data about the search volume of any keyword. The industry-leading search volume estimates it generates are constantly updated, so the data is always fresh and safe to rely on heavily.

Each time you research a keyword, the tool will also provide exact and broad match data surrounding it. You can see the immediate and far-reaching impact it could potentially have on your SEO ranking, as well as the keyword’s current standing in the market.

2. Dive into the keyword’s history.

Every relevant keyword around your product has a history, especially those that have the highest search volumes. Our keyword tool is the only one that can bring you exhaustive historical data, helping you dive deep into the history across the entire market — including competitor usage.

Accurate historical keyword data is important for several reasons. It includes historically relevant horizontal keywords you can use to boost the product’s listing, and it gives you full market context so you can strategize around each keyword’s popularity trends.

3. Keep the keyword’s relevancy in mind.

Although search volume is essential to choosing the right keywords, relevancy to your product is just as important. Some terms might have attractive volumes but may not actually fit the customer base for your specific product.

Because the majority of Amazon sales happen organically, our Amazon keyword tool can give you deep insights into which keywords and variations are most relevant to which products with the Viral Launch Priority Score. It allows you to easily compare terms to find the most appropriate ones for your listing on the basis of both relevancy and search volume.
Finding the right keywords for your Amazon listings is vital to successfully selling on Amazon, but you can’t do it manually. Learn more by starting your free trial of Viral Launch to get access to our suite of keyword research tools.

February Feature Updates with Lasting Impacts for Your Business | Viral Launch

Imagine signing into a single platform that fully equips you to build a successful e-commerce brand through innovative solutions and data-driven automation. This is our mission here at Viral Launch, and we work tirelessly towards making this a reality for you.

Some people may call our team “obsessive.” But hey, we’ll take it as a compliment. We’re obsessive about data. Obsessive about innovating. Obsessive about driving real results for your brand. And because we are so invested in truly driving success for our customers, we want our tools to be as effective and user-friendly as possible. To achieve this, we release product improvements and bug fixes every single day.

Most recently, we made a few game-changing updates to our newest tool, Competitor Intelligence, along with pushing a few other notable improvements to our other seller software.

8 Notable Updates to the Viral Launch Software Suite in February

1. BSR Added to Rank Trend Graphs

Competitor Intelligence, Keyword Manager

Have you ever wondered which keywords are driving sales for you or your competitors? With this update, you can view the correlation between BSR and keyword rank, which gives you insight into how heavily the product’s sales depend on that specific keyword’s ranking. If the historical BSR trend closely resembles that keyword’s rank trend, you can conclude that an important portion of sales are being driven through that keyword.

For example, let’s say you sell fish oil. Looking at your product’s historical data in Keyword Manager, you see that your organic keyword rank dropped significantly for the keyword “burpless fish oil,” but your BSR remained relatively consistent. Here, you can infer that not many sales were being driven through that keyword. But if your keyword rank dropped for “fish oil,” and your BSR dropped along with it, you know that “fish oil” is an important sales-driving keyword for you. The more similar the trends, the more your sales depend on that specific keyword. This same method can be applied to competitor ASINs in Competitor Intelligence.

Close correlation
No substantial correlation

To find which keywords are driving sales for your products or competing products:

  1. Toggle on “track” in Keyword Manager or Competitor Intelligence for keywords you’re interested in
  2. Click the blue “Org. Rank” or “Spons. Rank”
  3. Toggle on BSR

2. ‘Your Keyword Rank’ Comparisons to Your Competitor’s Rank

Competitor Intelligence

Tracking your competitor’s keyword rank is a great way to understand their strategy and revenue-driving keywords. This update allows you to take it one step further by viewing your organic keyword rank side-by-side in a brand new column called “Your Rank.” This way, you can visualize which keywords your competitor is out-ranking you on to take action.

3. CPC Suggested Bid Enhancements for Greater Accuracy

Keyword Manager and Competitor Intelligence

Did you know that Amazon may suggest a different advertising bid for your product vs. a very similar product? Your suggested CPC bid is dependent upon a number of factors (basically, Amazon is going to prioritize products that convert over those that do not). For this reason, we typically show a generic suggested CPC bid, or one that is not specific to any individual product. However, with a recent update to Keyword Manager, you will now see your product’s suggested CPC bid, tailored to your specific ASIN directly from Amazon. Plus, if you have linked your product in Competitor Intelligence, you will also see this enhanced, tailored suggested CPC bid. Three cheers for increased accuracy!

4. Real Sales Data instead of Estimates for Your Linked Products

Competitor Intelligence

In Competitor Intelligence, you can view your ASIN and a competitor’s ASIN side-by-side through linking your product. This allows you to compare and contrast your organic keyword rank, price, units sold, review rate, and more. With this update, instead of seeing sales estimates for your product, you will now see your real sales data pulled from MWS access for your units sold, revenue, and net profit, which allows you to more confidently measure your success and strategize for the future.

5. Faster Keyword Load Times

Competitor Intelligence

When plugging in a competitor’s ASIN to get a list of their relevant keywords, you previously had to wait for all results to load before getting started with your competitor keyword research. We’ve now optimized performance so that you can start researching right away while results come in as loaded.

6. Adding Keywords to Your Bank in Bulk

Competitor Intelligence

You can track other brand’s ASINs in Competitor Intelligence, but to track your own ASINs, you’ll want to use Listing Analyzer. As you’re completing your competitive research in CI, you’ll come across keywords that you may be interested in tracking for your own products. In the past, you could add competitor keywords one-by-one to your Keyword Manager bank in order to track them for yourself. But with this update, you can now select multiple competitor keywords and add them to your product’s bank all at once!

7. ASIN Tracking from Your Competing and Complementary Products

Listing Analyzer

Amazon recently released new targeting options for Sponsored Product campaigns. The Product Targeting feature allows you to choose specific products to target placements for your sponsored ads, which changes the way you manage your campaigns and helps shoppers find your products on detail pages. In January, we added a Competing and Complementary Products tab to Listing Analyzer. By understanding your listing, we’ll give you a list of suggested products for you to target where you may convert well. And recently, we added the ability for you to easily track these suggested products in Competitor Intelligence. To utilize this update, simply click the three “more options” dots next to the product, and click Track in Competitor Intelligence.

8. Tutorial Videos Added to Better Understand the Tools

Competitor Intelligence

Because there are so many features and capabilities in our 7 seller tools, it can be overwhelming at times. Each feature is thoughtfully integrated, and by fully understanding each tool, you can harness the power of the entire suite to have massive impacts on your bottom line. Of course, our goal is to equip you with the data and insights you need. But beyond that, we want to enable you to utilize the full functionality of each and every tool. So, we’ve added additional tutorial videos to Competitor Intelligence, and we will continue adding how-to’s and walkthroughs on the Viral Launch YouTube channel.

Two bonus enhancements to improve your Viral Launch experience:

  • We now auto-refresh keyword analysis when you track an ASIN with data more than seven days old in Competitor Intelligence
  • We pushed an update to your tracked keyword quota in Competitor Intelligence and Listing Analyzer; we now deduct per unique keyword across all of your products to ensure you’re getting everything you pay for.

Pro Tips: Unlocking the Full Value of Your Subscription

Most people understand the basics of what is available inside of each Viral Launch tool. But for those that truly understand the deep-rooted capabilities, the impact to their business is absolutely game-changing. For example, you may know that Competitor Intelligence allows you to track a competitor’s keyword rank, but did you know it can also be used as a powerful hijacker monitoring tool for your own product?

Your subscription is a treasure chest that you’ve already uncovered; we want to help you unlock the value inside. To get the most out of your Viral Launch subscription, here are three Pro Tips.

  • Hijacker Monitoring: Plug in your own product ASIN to Competitor Intelligence, head to Manage Notifications, and turn on Buy Box Owner Change alerts. And wa-lah, you’ve just set up hijacker monitoring! You’ll get an email immediately if/when another seller takes the buy box from you.
  • Monitor Your Competitor’s Product Strategy: To stay in the loop on strategic changes your top competition is making to their product offering, head to Competitor Intelligence and turn on product notifications. You can specify when you want to receive an email notification about changes to their Best Seller Rank, sales quantity, review quantity and rating, price, and buy box ownership. If you notice a strategic and successful pattern, you can implement a similar strategy for your own product.
  • Product Targeting Suggestions: We mentioned this briefly, but the Competing and Complementary Products tab in Listing Analyzer makes it quick and easy to get started with product targeting, saving you time by cutting down on manual research so you can make smart decisions quickly. Using this feature, you can discover complementary products frequently bought together, identify competitor products in your keyword markets, and sort/filter by products with high sales to maximize your ad’s exposure.

“No excuses. No explanation. You don’t win on emotion. You win on execution.” -Tony Dungy

What is the biggest difference between you and the brands sitting atop page one for your main keywords? Time in the market? Budget? Expertise?

There will always be a reason not to push harder for your brand’s success. The competition is too big. They’re too good. They’re too far ahead. But you can compete, even with your toughest competitors. You just need a competitive advantage that they won’t see coming.

Here at Viral Launch, our team of around 70 go-getters work hard every day – innovating, analyzing, building – to equip you with the data, insights, and automation you need to rise to the top of your market and then replicate the process over and over again. These updates are more than just tool improvements; they’re our way of contributing to your brand’s success – because at the end of the day, your success is our success.

Check out all of the new capabilities in your Viral Launchpad, and let us know what you think! We thrive on your feedback, and the best feature updates are ones that are sourced from sellers like you.

See the New Features Live


Advanced Amazon Keyword Optimization: Science > Art

Advanced Amazon Keyword Optimization: Science Over Art

Keyword research is the foundation of any successful Amazon strategy; it is definitely a science, not an art. This week, Casey walks you through advanced tactics and thought processes to achieve a well-optimized listing. Whether you use VL tools or not, we encourage you to take your time on this step; you will see the return in your PPC campaigns and organic sales later.

Advanced Keyword Research Video: http://bit.ly/2BJ0rIW

Email service@viral-launch.com with any questions!

Listen on iTunes 

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The Science of Search: Advanced Amazon Keyword Research Tactics

We are taking a deep dive into the foundation of every successful strategy on Amazon: keyword research.


When looking to private label a product on Amazon, it’s extremely evident that the markets are flooded. Now more than ever, it can be an incredibly difficult feat to drive sales for a new product with no reviews and no sales history. That said, there is still a (literal) wealth of opportunity in the Amazon space for savvy sellers who package a well developed strategy with their product offering.

At Viral Launch, we’ve seen one recurring fundamental reason for a product’s failure on Amazon… lack of strategy. It’s not good enough to source a product, throw up a listing, and wait for the sales, and (perhaps unfortunately) focusing on sourcing a product that’s objectively ‘different’ or ‘better’ than your competition doesn’t matter much when you’re given one image and around 100 characters to draw the attention of shoppers.

Everything on Amazon comes down to strategy, and strategy is the result of thorough research. Sourcing the right product and ensuring that it’s positioned correctly in the market is the key to driving success on Amazon. While we have recently published two lengthy posts which cover how to generate product ideas and how to launch and rank products, due to ever increasing importance, we’ll be taking a deep dive into the foundation of every successful strategy on Amazon: keyword research.

The Strategy Behind a Well Crafted Listing

It’s important to recognize that while many people think of Amazon as more of a digital store, the reality is that Amazon.com is first and foremost a search engine. For this reason, when creating a product listing, it’s important to understand that your written content must serve dual purposes.

The first purpose is to produce an attractive listing. Like an advertisement for your product, you need to ensure that you’re using persuasive language and providing a value proposition to help sell your product. If your content doesn’t make sense, doesn’t read attractively, or doesn’t adequately explain the tangible value of the product, shoppers will inevitably be inclined to choose a different product.

The second purpose of your listing is to appeal to Amazon’s search engine. Because your product is inevitably found through customer search queries, ensuring that you’re understanding the keywords that shoppers are using to find your product (and understanding how to prioritize them in your listing) is critically important for driving success. With this, diversifying your keywords as much as possible helps you to index within the results of more searches, thus widening your listing’s potential visibility.

Ultimately, a well optimized listing (a balance between keyword rich content and sales language) is the cornerstone of a successful product. If you focus too heavily on making  a persuasive appeal to your shoppers, there is a good chance that you’ll end up limiting the quantity of searches for which your product will be indexed. On the other hand, if you focus too heavily on overloading your listing with high value keywords, it may show up in more searches but it’s likely that the product’s conversion will be low. Even if you can get your listing in front of people, if it doesn’t read well, or draw people in, you’re not going to be able to maximize your sales perspective.

Great listing content is a fusion between art (sales language) and science (keyword research). The art of this equation is something that comes from understanding your product and the benefits, differentiating factors, and qualities that can persuade buyers. The science comes from market research, data analysis, and in most cases, a quality set of tools to help your pursuit.

This article will be addressing the science of keyword research.

Keyword Research

While the purpose of this article is educational and not a sales pitch, and while there are several tool suites that can be utilized to help you conduct research, this article will be referencing the Viral Launch research tools for ease of reference.

While some of this should even be done prior to sourcing a product, when beginning to analyze keyword markets, Keyword Research should be the foundational reference point for building your listing content. To start, you’ll want to search for your product’s primary keyword. This is logically the keyword that you would search if you were looking to buy a product in your market. From there, Keyword Research will populate a list of associated keywords along with key metrics such as search volume, relevancy score, etc.

This list of keywords of populated keywords contains many of the important search terms that you should seek to prioritize in your content. Because Keyword Research is algorithmic, however, you’ll need to review these results to pull out the best keywords to include.

For starters, sort your results by search volume. This should give you the most competitive keywords in your market. These are the terms being searched most heavily by shoppers and have the potential to drive a large volume of sales. That said, they’re also going to be difficult and expensive to rank for, meaning that while it’s important to include these terms in your content, you’re going to want to target some quick-win keywords as well that can help you to drive sales early on.

It’s important to note that you’ll also want to remove any ‘branded’ keywords from consideration. For instance, if you’re selling socks, keywords like ‘Nike socks’ may have high search volume, but since you’re not Nike, these keywords can’t be targeted by your content.

Once you have identified a good selection of high volume keywords, it’s important to now look for keywords with high opportunity. A high opportunity keyword is a keyword that is not included in the content of many/any competing listings. Within Keyword Research, opportunity is scored from 0-1000. Keywords with a 1000 opportunity score means that no listings on page one have this exact phrase keyword included in their content. The lower the score, the more listings include this term.

To identify high opportunity keywords, it’s recommended that you sort by opportunity score, and look for any keyword with an opportunity of 750-1000 with a search volume of at least 1000 searches per month. There are typically plenty of keywords that have high opportunity, but if no one is searching for them, there isn’t much potential to drive sales. Because each section of a listing has a character limit, it’s important to prioritize keywords that have better potential to drive sales (i.e. keywords that have search volume).

Finally, performing a quick review of high priority and high relevancy keywords will help you to catch any other terms that may have been missed. Particularly, priority is determined by assigning a score based on search volume and opportunity, meaning that it will help to show keywords that are easy to rank for while having some degree of customer audience.

It’s also recommended that you repeat this process by searching several high volume keywords within Keyword Research. Though the majority of the keywords should overlap, ensuring that you’re not missing any other valuable keywords can be helpful.

As you collect these keywords, you are able to move them over to your keyword bank, allowing you to create your listing within Listing Builder. You’re also able to copy and/or export your list to a CSV file. It’s highly recommended that you keep an organized record of your targeted keywords for reference for tracking and advertising purposes.

Competitor Intelligence

While using Keyword Research is a great way to understand your market and build a collection of high volume keywords, it’s also important to understand your product market within the context of the competition. By understanding what keywords your competitors are running ads to, driving sales through, prioritizing, and/or ignoring, you can begin to build a strategy around how to position your product within a market.

With Competitor Intelligence, you can review your competition’s keyword data and use their data to your advantage. Through keyword analysis on several market competitors, you can construct keyword lists based on a few different considerations.

Primarily, Competitor Intelligence can show you what keywords are driving sales for your competition. The tool is able to present any listings, organic ranking for each keyword, ad placements, and keyword search volume, allowing you to review and monitor the keywords that correlate to a bulk of your competitor’s sales. Through this, you can start to build a profile of the keywords that drive the most sales for listings in your market and prioritize your listing content accordingly.

Additionally, using Viral Launch’s Reverse ASIN 2.0 technology, Competitor Intelligence will also show relevant keywords for which your competitor is not indexed and/or ranked for. Comparable to opportunity score, if there is little to no search volume for these keywords, they may not be worth prioritizing. However, if your top competitors are missing a few quality keywords in their listing, it may create opportunity for you to drive sales with little competitive resistance. Especially early on in the life of your listing, understanding how to drive easy sales by capitalizing on the missed opportunities of your competition can be a useful tactic to begin building visibility, sales history, and reviews. This data has the power to help you drive sales through opportunities that your competitors don’t even know that they’re missing.

Ultimately, through viewing the keywords that your competitors are using to drive sales, as well as the overlooked keywords which have the potential to drive sales, you can ensure that you’re not missing a single opportunity!

Listing Analyzer

For Existing Product Listings:

If you have an existing product listing that you’re seeking to improve, the best strategy is to start by using Listing Analyzer. By linking your Seller Central account to your Viral Launch account, you’re able to seamlessly pull your product catalog into the Viral Launch interface.

From the Listing Analyzer tab in your Viral Launch dashboard, you can run an analysis on your product. Our software will pull metrics and keyword data from your listing, presenting you with an overview of your product in comparison to the market, along with a listing quality score. Through this tool, your listing’s images, reviews, competitiveness and copy are analyzed and you are also provided with a list of competitive and comparative products.

Additionally (and most importantly within the context of this article), Listing Analyzer will also provide you with an extensive list of keywords which are relevant to your product market. This data is relatively similar to Keyword Research (with regards to the metrics provided), however you are also able to review whether or not the keyword is being utilized in your listing.

From this list, you are able to select keywords that are relevant to your listing and move them into Keyword Manager to monitor, track, and/or incorporate into your listing.

On a final note, it’s important to make sure that you’re putting your best foot forward when it comes to optimizing your listing with the strongest keyword spread possible. That said, if you are working with an older product, particularly if it’s selling relatively well, changing your listing content can create a ‘reshuffling’ of your keywords within Amazon’s system. Because of this, you can sometimes see a short term detriment to ranking and sales as your listing is reincorporated into Amazon’s SEO structure. Therefore, while it can be beneficial in the long term to fully optimize your listing, you may need to weigh this against the potential setbacks to determine if and when to change your content. Ultimately, while this can be a good tactic for working with a new listing, altering your content becomes more complicated as your listing ages.

For a New Product Listing:

If you are beginning your keyword research prior to having an active listing on Amazon, you will want to begin your process by building out your keyword list through the use of Keyword Research and Competitor Intelligence.

Once you have a listing on Amazon, it’s advantageous to run your product listing through Listing Analyzer to further ensure that you’re maximizing your keyword/ranking potential.

While you do need an existing listing in order to run an analysis, it’s worth it to think of Listing Analyzer once your product listing is up on Amazon as a final check to verify listing quality. At this point, you can review the provided keyword data through the tool and make any final adjustments if you notice any missed terms.

Note: If you are running an analysis on a brand new listing, it’s unlikely that you will have a perfect score, as review quantity, revenue generation, etc. in comparison to the market factor in to the assessment. While you want to note these data points as a means of knowing what’s needed to maximize competitiveness for your market, early on, the best use of Listing Analyzer is to verify your keyword list and review competing and complementary products for the purpose of product targeted advertising.

Keyword Manager

Now that your keyword bank is compiled (and hopefully added to your listing), it’s time to start benefiting from your research. Keyword Manager helps you to track your keyword bank and understand how and where you’re driving sales.

Considering it’s almost impossible to go a single day without encountering the immense reach of Amazon, it’s obvious that the largest e-commerce marketplace is also an insanely saturated e-commerce marketplace. While employing thorough keyword research into your listing is a critically important element of success, it is very unlikely that you will magically appear at the top of the search results. Amazon favors products that perform and as a new product, you have to prove that you can get sales in the market in order to gain visibility. Driving sales is not always easy, especially with a new product with no reviews or sales history, but with the proper strategy around marketing and advertising, you can begin to generate sales and improve keyword ranking (thus driving organic visibility).

By utilizing Keyword Manager to track your relevant keywords, you can monitor your progress to better determine which keywords are producing the most growth, and which keywords you’re having more trouble with. You can use this data to develop a strategy to continue building momentum, and you can ensure that you’re not missing a beat by establishing notifications and hourly tracking on your most critical search terms. If your ranking fluctuates, or your ad positioning changes, you’ll be able to respond quickly and efficiently to address the situation.

While Keyword Manager isn’t explicitly a keyword research tool, it’s a great resource for helping you to fully capitalize on your keyword strategy. With the ability to review organic and sponsored positioning, prioritize by opportunity and search volume, and track your movements in your market, Keyword Manager gives you the tools you need to harvest the fruits of your (keyword research) labor.

Conclusion:

As more sellers enter the Amazon marketplace at an accelerating pace, the importance of thorough research and a deep understanding of your product market is crucial for driving success. Robust keyword research is the cornerstone of any successful strategy for launching a product on Amazon. Developing a well prioritized bank of keywords helps you to establish a wide breadth of searches through which you can gain visibility and sales, while also enabling a deeper understanding of how to use PPC and marketing to effectively grow your product.

Ensuring that you have the broadest range of keywords possible, and knowing how all of your keywords interact with the market informs you on how and where to drive sales and ranking. Through adequate keyword research, you can understand where your competition drives sales, which keywords generate the most sales for your market, and which keywords you can most easily gain ranking traction for.

The importance of performing your due diligence when performing keyword research cannot be overstated. Implementation of this process will ensure that you’re well positioned to take on the competition and achieve success with your business. To learn more about how to successfully launch and rank products, check out our blog post here.

Amazon Search Volume & Relevance Change: The Future Of Search Volume

What change did Amazon make? If you’ve been in the Amazon seller space for any longer than a month or two, you should be no stranger to change. This past weekend was a reminder of how frequent and inescapable this change can be.

Mid-day on Thursday Dec. 13th, Amazon pushed a code change upgrading the technology behind some of their internal APIs. One of the APIs that was recently updated had been feeding a few software providers (including Viral Launch) with exact and broad match search volume, as well as product relevancy data. This change removed these metrics (search volume and relevance) from the API, leaving software providers without the ability to grab fresh search volume data directly from Amazon.  

Did Amazon remove these metrics in spite of software providers? While there is no way of knowing for sure, my assumption is that through the process of upgrading this API, Amazon found no need to continue sending these specific metrics, as they were not being shown in any of Amazon’s user interfaces. It seems unlikely Amazon would change the technology behind their APIs simply to remove the data. My guess is that they decided to stop showing any “unnecessary” information through the upgrade process.

What Does This Mean For You, as an Amazon Seller?

While it’s no question that the lack of access to updated search volume is disappointing, the playing field has been leveled as your competitors have also lost access to fresh search volume.

The opportunity now exists to find the new advantage and best solution to identifying and prioritizing your keywords. With change comes opportunity.

The best solution to identifying and prioritizing keywords comes in two forms:

  1. Using software capable of leveraging historical data and sophisticated means of forecasting and estimating
  2. Using PPC and organic performance data to understand how buyers respond to your product.

I think it’s important to note that we will never try to downplay the importance of search volume on our listing optimization, PPC, and SEO/ranking strategies. With that said, search volume alone has never been the complete answer.

Understanding metrics per keyword – like PPC conversion rate, average selling price and review quantities for top ranking products, etc. – have all played a significant part in our keyword strategies in the past and will continue to in the future. Being able to understand and interpret this data actually becomes that much more important.

How This Impacts Our Tools & How We Can Help You Gain an Advantage

The Viral Launch data science and engineering teams have been working incredibly hard to bring a sophisticated, data-driven solution that is capable of accurate forecasts and providing the transparency you need to logically get behind our new models.

A major focus of this new solution is transparency.  In order for you to trust our new estimates and feel comfortable making informed business decisions, we want to help you understand how we are arriving at our numbers. And it’s this level of transparency that we are integrating into our new solution.

With sales estimates, sellers can validate or invalidate the accuracy of the data by comparing the estimates to their own product’s real sales. But with search volume, there is no absolute way to validate or invalidate the data. When a tool provides a search volume estimate, it is more or less saying, “Hey, trust us… this is good!” I want to shift that ask of trust to, “Hey, here is the process we’re using, and this is why we believe this is the right number.” In essence, don’t trust what we are telling you, trust what we are showing you. Allow us to walk you through it.

The Future of Search Volume Estimates

We are beyond excited to share that our current models are forecasting at 75-85% accuracy depending on the keyword. (I’ll talk through our validation strategy here)

At the conclusion of this blog we added a Deep Dive section where we go into the specifics of our new search estimation process. We want to help you understand what we’re doing at a high level to be able to achieve such great results.

One of the major saving graces here is that we have a full year of historical search volume data for many keywords! (We started tracking volume on Dec. 12th 2017 and things closed down on Dec. 13th 2018).

This historical search volume is incredibly important for a couple of reasons:

  1. We will consistently show sellers the historical search volume trend so you can see what the exact volume was at the same time last year. This way you will always be able to use “exact” numbers in your decisions versus our in-house estimates.
  2. It will be the baseline for our search volume estimates moving forward, as typically the best indicator of what will happen in the future is what has happened in the past.

While historical volume is a good indicator of the past, it would be foolish to think that search volume is going to remain the same in 2019. For this reason, we will use other data sources to help us estimate the amount of change in consumer shopping behavior.

One data source that improves our forecasting models is change in estimated sales volume for a keyword’s top ranking products. We are not looking at the number of estimated sales. We are looking at the trend in estimated sales month to month.

For some keywords, Amazon search volume and sales volume are highly correlated, making changes in sales a great indicator of changes in search volume. Here is a simple illustration (not the actual model):

We’ve overlayed the graphs of Amazon search volume for “sprinkler” and estimated sales volume for the same keyword. They trend very similarly throughout the year for the same keyword. In this case, it means we would use Amazon sales behavior as a means of forecasting, while also using our historical data for this keyword.

In other instances,  the trends of Amazon search volume and sales for the top ranking products are not statistically correlated. (basic example, not a statistical model):

We take this same approach for other data sources such as Google search volume trends, etc. Using our massive swath of historical and real-time data, our data science team is capable of using machine learning to programmatically discern which data sources are good and which are bad for each keyword at scale.

The beauty of this approach is it allows us to figure out which data sources are reliable predictors on a per-keyword level, so we never use a data source that would be misleading.

Here is what the new user interface looks like:

As you can see in the image above, transparency is the focus. We show the changes in external factors so you can begin to understand how we arrived at our new estimates. You are also capable of comparing our new estimate with the historical exact volume.

Versus keeping our new search volume algorithm secret, our hope is that this allows you to make the most informed decisions possible by seeing historical data along with how we’ve arrived at our new estimates!

As we continue to identify additional data sources, new statistical/forecasting models, or come up with new and clever ideas, we will continue to improve our search volume estimates with full transparency.

This is a large scale engineering and data science effort, so you will see this change rolling out in our Keyword Manager and Keyword Research tools beginning at the end of next week and propagating over the next few weeks to all words within our database.

The Future of Relevancy Score

We are extremely sad to see this metric go as it had wide-sweeping implications for some of our tools and our ability to help boost sales for our customers. Our short-term plan of action is to show historical relevance score for products we’ve already analyzed, while removing it for those we have not.

While we are sorry we will no longer be able to show you this metric for now, relevancy score is a just a proxy for an even more important metric you will see soon in another tool we have in the works.

Looking Forward

“When you’re finished changing, you’re finished.” – Benjamin Franklin

The longer you have been in the Amazon seller space, the more change you have experienced. When building a business on top of another platform, one of the keys to success is adaptability. The sellers that focus on the opportunity that comes from change, versus those that lament over what was, will have the most success now and in the future. Sadly, I know massive sellers that were devastated by Amazon’s TOS update around reviews in Oct. 2016, where they went from making millions on Amazon to almost nothing within a year because they were unable to adapt. Conversely, I know plenty of sellers that took advantage of the newly evened playing field and have built massive 7-8 figure Amazon businesses since that same review update.

There will be plenty more changes in the future. Your success will be dependent on how well you’re able to leverage your network, team, and resources to turn the new dynamics into a competitive advantage! And we hope we get to help you do that!

Validation Strategy

When building any type of model, whether it’s sales estimates, inventory forecasting, or search volume estimates, you should use 70-80% of the data to train the model. This is what the machine learning model uses to “learn” and then test the new model against the reserved 20-30% data set. This ensures that you are overfitting to data your model has already seen.

In our search volume validation testing, we took a subset of a keyword’s historical data (example: take 9 out of our 12 months of data), used that to train the model and understand correlations in our external factors, and then predicted out the next three months. In those predictions on the next three months, we were ranging between 75-85% accurate!

Here are a couple of forecasts where our model only knew the first month’s search volume and, as you can see, the estimated volume (blue line) is never more than +/- 10,000 searches per month off from the actual (orange line) search volume.

We’ve been incredibly impressed with the results, and we are confident these new estimates will be critical to your competitive advantage in selling on Amazon in 2019.

WE LOVE FEEDBACK!

We took a bit of risk by being the first to offer a solution; a solution focused on transparency. We’d love to know what you think! Our goal is to help you make the best data-driven decisions possible to have success in your Amazon business. Did we succeed here? Please let us know what you think in the comments!

You will be able to see our new search volume estimates starting next week for increasingly more keywords in our Keyword Research tool and powerful Keyword Manager/Tracker!

—– Deeper Dive ———

Why Not Use PPC Data, Auto-Complete, or Bing Data?

As we brainstormed potential data points that could or would lead to superior estimates moving forward, we considered a significant variety of metrics. We wanted to help you, the seller, understand why we did not use some potentially “obvious” metrics, and why we DID use others.

Why Not Use Amazon PPC Data

Amazon PPC data was one of our first candidates for data points to use in building out our new search volume estimation model. In talking with our R&D team, we realized how these metrics could be quickly misleading.

PPC Impression Data

The idea is simple. If a product’s ad is being shown at the time of search, then it should show (receive an impression) approximately the same number of times as it was searched right? So search volume and ad impressions should be pretty similar right? Hardly.

On mobile devices, a sponsored ad only receives an impression when the ad is loaded. On mobile, generally there is only one ad at the top of the search. After the first sponsored ad, ads are dynamically loaded once the shopper scrolls deep enough into the search results. Meaning, if we don’t have PPC access to the first ranking product for every keyword, then we will miss a significant percentage of impression volume.

On desktop, a sponsored ad receives an impression each time the ad’s page is loaded; however, consistency is the key. In order to get an accurate feel of impressions, we would need to have PPC access for a product running sponsored ads on the first page of each keyword, all day (doesn’t run out of budget), every single day (whole month). One search can also be counted as multiple impressions as users click in and out of listings, sponsored products shown as suggested in detail pages, and add to cart pages, etc.

Having the necessary access to data is a significant challenge. We believe we have the world’s largest set of data next to Amazon, but even we don’t have the necessary data to use search impressions at scale as an accurate indicator of search volume.

PPC Bid Data As An Indication of Volume

We originally tossed around the idea of using suggested PPC bid cost as a proxy for search volume (the more searches, the more people bidding, the more expensive it is). One of the major hurdles here is that suggested CPC can range quite a bit depending on how relevant Amazon deems your product for the keyword. Meaning that Product A with a high relevance may have a suggested bid cost of $.50 per click, while the less relevant Product B may have a suggested CPC of $1.25.

Why Not Use Amazon Auto-Complete

Amazon autocomplete is an ancient technique of using the Amazon search bar suggestions as an indicator of popularity.

The previous thought has always been that the suggested words populate in order of search volume. This would mean that suggested keyword #1 has higher search volume than suggested keyword #2, which has higher volume than suggested keyword #3, and so forth.

As we dove into the suggestions and worked to validate that Amazon was in-fact giving us suggestions in the order of highest searched keywords, we found that was not the case. In the example above, Amazon’s third suggestion is “fish oil for kids”, which has somewhere around 3,000 searches per month.

While Amazon’s fourth suggestion, which is “fish oil for dogs”, has a search volume of around 9,500 searches per month.

We found countless other examples where Amazon was not suggesting keywords in the exact order.

Disappointing.

Deep Dive Summary

All in all, I hope this helps you understand some of the logic behind why we did not go with some of the seemingly most “obvious” metrics for our search volume estimation model. Again, transparency is crucial for us during this process!

We have undoubtedly been able to prove that our model is effective and accurate at predicting/forecasting/estimating search volume, leveraging our vast amounts of historical data.

If there is anything that you think we did not consider, or something we may have overlooked, we’d love to hear your thoughts and ideas! Again, our focus is on providing you the best data possible to make smart business decisions.

Now that we have a solution, let’s not focus on what has been, and let’s focus on the incredible opportunities that await us in 2019!

Excited to help you kill it this coming year. 🙂

Let us know what you think in the comments  below and feel free to share this post with any of the larger Amazon community!

New Amazon Listing Builder Tool in Keyword Research

Keyword Research just keeps getting better. The most powerful keyword tool in the galaxy now features an integrated Amazon Listing Builder Tool. Find the most relevant, high volume, high opportunity keywords for your product, and create a new listing or add to an existing listing.  This blog will focus specifically on our new listing builder tool.  If you’re looking for a general introduction on Keyword Research, click here.  

How the Amazon Listing Builder Tool Works

After running a search, simply select the high-volume, high-opportunity terms you want to use, and click the Create Listing button to get started. Selecting your keywords allows you to weed out any terms that may not apply to your specific product.

A hyper-relevant keyword list will be important as you write. Not sure which words to keep and which to save? No worries. You have the option to remove keywords within the Amazon Listing Builder Tool as you work. 

Inside the Amazon Listing Builder Tool, you’ll see Total Search Volume and Used Search Volume for the keywords that you’ve selected. You’ll also see an Optimization Score for the keywords you’ve actually captured in your listing and their placement. 

As you write your listing, your Used Search Volume will change and so will your Optimization Score. If you have really solid, full keyword integration, you’ll see an Optimization Score of Perfect, Exceptional, or Great. And you should be capturing most, if not all, of the Total Search Volume for your product.

If your keyword integration is lacking, you’ll see a score of Good, Average, Mediocre, or Needs Work. Click into the score to see a breakdown of the calculation including how much search volume you’ve captured in your title, bullet points, search terms, and description. 

Import an Existing Listing

Our Amazon Listing Builder Tool provides sellers with an awesome opportunity to optimize existing listings. Using the Import Listing button, you can see how optimized your current listing is, find missing high opportunity, high volume keywords, and easily add these terms to your listing.

To import a listing, simply click the Import Listing button, and enter the ASIN of the product you’d like to work on. Your current listing content will appear in the corresponding sections. And you can see your current Used Search Volume and Optimization Score.

Not getting a very good score? Sort the keywords in your bank by Volume to see if there are any high-volume words you’re missing. Then add them to your listing. Keep an eye on your score to track your improvement. Then, once you’ve captured most of the search volume, sort by Opportunity to look for words with little-to-no competition. 

Customize Character Limits

If you’re starting a new listing from scratch, make sure to adjust the character limits for your listing according to your Seller Central Account. To change the character limits, select the settings icon beside the section header and enter the character limits for your product. Not sure how to find out what your character limits are? Check out our quick and simple guide.

Organizing Keywords in the Word Bank

Once you have adjusted your character limits, you’ll want to organize your keywords in the keyword bank. Sort by Priority Score, Exact Volume, and Opportunity Score so that you see the keywords you want to prioritize first. You also have the option to toggle between Phrase View and Unique View, which allows you to see individuals terms or complete search phrases.

When in Phrase View, you have the option to remove terms that do not apply to your product by clicking the trash icon. But be careful. There may be individual words within that phrase that are still important to your product. And that’s where Unique View is really helpful. Make sure you’re seeing and using every last keyword you can by scrolling through individual terms. You’ll see the number of times that term was used in a search phrase to help you determine how important it is.

 

Using Keywords from the Bank

As you use the terms you collected from your search, you will see them grey out in the word bank on the left side of the screen. And once you use a term, for example first aid kit, it will grey out and cross out in all other phrases that contain it. So first aid kit for car will be partially greyed and crossed out, letting you know that you still need to use for car in your listing.

Ideally, you would use for car somewhere after the term first aid kit to maintain the phrase order. That’s why we offer Phrase View, so you can see the phrase order and hopefully keep your keywords in that flow. For example, let’s say you want your title to start:

Travel First Aid Kit

You can easily add in for car and get the whole phrase. And as long as first aid kit is used early in the title, you can fit the second half of other, similar phrases like first aid kit for kids

Travel First Aid Kit for Car: Emergency Kit for Kids and Adults

You can get the most ranking power when you keep a phrase completely intact. Maintaining phrase order is the next best option, but eventually even that becomes an impossible puzzle too. You’ll have to make choices about which phrases to maintain and which to split up. 

These difficult choices are why creating an elegant, optimized listing that is still readable for your customers is so hard. And it’s why we offer professional copywriting services. You can get the most effective listing for your product and the power of Keyword Research in your listing without spending hours deliberating over which keyword to use and where to use them.  

Backend Search Terms

Once you have finished writing the visible content for your listing, you can add any terms that remain in your keyword bank to your backend search terms. Simply use the Move Unused button in the header of your word bank. Up to 250bytes of unused terms will immediately copy over into the Backend Search Terms section.

By default we only show one field for Backend Search Terms. Amazon is only indexing 250 bytes for this section, which can all fit in the first field. Based on our research into Backend Search Terms, there is no benefit to using the additional fields.

Saving and Exporting

Our Amazon Listing Builder Tool continuously and automatically saves your work. You can see the last time your work was saved under the Import Listing button. If you want to leave and come back to a listing, you can find it in the History tab under Keyword Research on the left-hand navigation inside the Launchpad. 

If you are ready to use your listing, you can copy all content to your clipboard with the Copy Listing button below your Optimization Score or download the content as a CSV file. And if you decide you want to start over, you can delete the content from all fields with the Clear Listing button. You also have the option to copy or delete individual fields with the clipboard icon and the X at the far right side of each field.

How Do I Get the Amazon Listing Builder Tool?

The Amazon Listing Builder Tool in Keyword Research is available to all subscribers on Intermediate, Advanced, and Pro plans. Subscribe today, and start setting your listings up for optimal traffic and sales on Amazon with the most relevant, high-volume and high-opportunity keywords in the galaxy.

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Taking the Reverse ASIN Lookup to the Next Level

You may be familiar with a Reverse ASIN* Lookup, a popular feature of many Amazon keyword tools. It’s a search that allows you to see every keyword that a single ASIN, or product, is indexed for.

Some people like to use Reverse ASIN lookups to do keyword research, mining their competitors’ listings for juicy, high-volume terms. But while this may seem like a great way to optimize your listing, it’s actually hugely problematic.

The Problem with the Reverse ASIN Lookup

Here’s the thing about a Reverse ASIN Lookup … It only shows you the keywords that a single listing is indexing for. So if you’re basing your keyword strategy on a Reverse ASIN report, you had better hope that the listing has every single relevant keyword for your product.

But wait, you’re running Reverse ASIN Lookups on 10 different listings? How could you possibly be missing keywords when you’re looking at a sample group like that? Well, where are you getting those listings? If you’re hand picking them yourself, what are your criteria for selecting each one? As hard as you try, your selection process is going to be imperfect and time-consuming.

The Keywords You’re Missing

For example, let’s say you select a handful of listings. Competitor listing A is indexing for 20% of all relevant keywords, and competitor listing B is indexing for 50% of all relevant keywords. Competitor listing C is indexing for 70% of all relevant keywords. But all three listings have a 90% overlap.

If you run a Reverse ASIN Lookup on these listings, you’re still missing 68% of the keyword landscape! That could mean thousands of dollars in missed sales. And that’s not even considering the search volume of the keywords you’re missing.

How it Should Work

Ideally when running a Reverse ASIN Lookup, every listing would be completely relevant to your product and have as little keyword crossover as possible with the other listings you’ve selected. They would span the breadth of your market, including unlikely search terms you may not ever think to look for.

But that’s not the reality of Reverse ASIN Lookups. And that’s the problem. Reverse ASIN Lookups are only as strong as the listings’ you input. The good news is that a solution does exist. It’s called a Reverse Market Lookup.

Reverse Market Lookups

A Reverse Market Lookup shares many of the same features as a Reverse ASIN Lookup with one major difference: the set of listings it pulls from. While Reverse ASIN Lookups depend on you to select the right listings for consideration, Reverse Market Lookups find that optimal set of listings for you, using advanced data analytics to scan as many as 10,000 listings.

Keyword Research is the only Amazon seller tool available that uses this advanced system for keyword collection. When you enter your product’s main keyword in Keyword Research, we immediately begin to scour Amazon’s immense catalogue to find all of your product’s most relevant keywords and markets.

We then run our Reverse Market Lookup on thousands of top ranking listings across a diverse range of relevant markets. Can you imagine the amount of time it would take you to find and evaluate thousands of relevant listings for your product’s market?

The beauty of Keyword Research and all the Viral Launch software is that you get thousands of data points analyzed and summarized for you at the click of a button. That means you get a comprehensive view of the market without having to do the work of collecting the information. Create a free Viral Launch account, and try out Keyword Research to see the power of the Reverse Market Lookup.

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Want the power of Keyword Research and our Reverse Market Lookup but don’t have the time to write your own listings? Have our team of professional copywriters create optimized listing copy for you. Click here to learn more and sign up.  

 

*Reverse ASIN is a trademark of Keyword Inspector 

What is Opportunity Score? How to Quickly Find Keywords and Drive Sales

The saying goes that opportunity often looks like work.

That’s certainly been true of using the available Amazon keyword tools over the years. Paying for keyword results that may or may not be relevant, sometimes spending hours trying to decide which ones to put in your listing. It’s exhausting.

Then there’s fierce competition to think about. So many sellers have zeroed in on the same group of keywords, making those keywords competitive and difficult to rank well for. It’s like if Google Maps showed only one Starbucks in all of Manhattan.

That store would constantly be packed with people and nearly impossible to place an order with. You’d probably use a different map to see all of the other Starbucks locations and visit one with the shortest wait possible to get your coffee immediately.

Amazon keywords are kind of the same in that the main keyword for your product is the one showing up on all the current tools. And that keyword is overcrowded. You have to decide if it’s worth it to wait in line for a sale. And until now, there haven’t been any other tools to show you the open keywords for your product. So you’ve had no choice but to wait and wait and wait for a sale in a crowded market.

But with the Opportunity Score feature in Keyword Research, the latest Viral Launch, game-changing software, you can identify all of the keywords that your competitors are not taking advantage of. While they’re focused on the same group of overworked keywords, you can locate and strategically incorporate hidden gems. Core keywords they don’t know about.

So, how does Opportunity Score work to help you get these keywords that you can immediately begin ranking for?

How Opportunity Score Evaluates Keywords

To put the most relevant and high opportunity keywords in front of you, Keyword Research runs a Reverse Market Lookup that reaches across all Amazon markets associated with your seed word. The result is an enormous pool of keywords related to your product.

Until now, a popular method of identifying important keywords was through a Reverse ASIN Lookup. A Reverse ASIN tool requires you to input an ASIN (product) or a list of ASINs. The tool then pulls a list of keywords that the given product or products are indexed for within Amazon.

The only problem is that a Reverse ASIN Lookup doesn’t show you the full picture because it can’t. A reverse ASIN lookup assumes that the listings associated with the ASINs have virtually perfect keyword use while ignoring the probability that the listing is almost always missing vital keywords, keywords that allow you to truly stand out in that market.

Keyword Research takes a widescreen view of a keyword’s market performance by evaluating thousands of listings. It does a Reverse Market Lookup to find virtually every associated keyword and then runs each term through our Market Relevancy Calculation. This process ensures that you see all of your product’s most important keywords without having to weed through the irrelevant ones.

How Opportunity Scores Are Calculated

Let’s look at a search result page for the seed keyword tshirt to better understand how Opportunity Scores are calculated.

If you search the term “tshirt” in Keyword Research and sort by Opportunity Score, “tees for men” comes up as a 1,000 Opportunity Score keyword. So what does that mean?

Basically we’re looking at all tshirt products and finding where tees for men is showing up. All of the orange-shaded listings have tees in their title but not for men. The blue-shaded listings have for men but not tees. And the blue-ish brown-shaded listings have tees as well as for men.

But since tees for men is a 1,000 score keyword, we know that tees and for men do not appear consecutively and may not even be in the correct order in the listing title. Since so few sellers have included tees in their title, and even fewer have included both tees and for men, the Opportunity Score for the phrase tees for men is 1,000. That perfect score means that 0 of the top 10 listings have that full keyword phrase in the front end (or the title, bullet points, and description) of their listing.

Opportunity Score sifts top sellers for a particular keyword, screens their listing content, and scans whether or not those listings are using that particular keyword. For the listings that are, it then weights them by identifying where the keyword is placed and in what context – title, bullets or description. This weighted system is what produces each keyword’s Opportunity Scores.

How To Read and Implement Your Opportunity Score Results

You’re looking for keywords with a high Opportunity Score and solid search volume. Anything north of 8,000 exact is a good mark to shoot for. But keep in mind that search results are relative to your product. For instance, product X’s top keyword may have search volume of 1.5 million, product Y’s top keyword may have search volume of 5,500.

Keywords with Opportunity Scores of 1,000 are obviously ideal but so are keywords with scores in the 700-900 range. What you’re looking for is a balance of essential high volume keywords and high opportunity keywords that other sellers aren’t prioritizing.

For example, if you’re selling a flashlight, you must include flashlight up front in your title. But you can also include the phrase flash light, which has an Opportunity Score over 900 and high search volume. This allows your listing to catch searches for both terms and puts your listing in front of other sellers for the term flash light. More opportunity, for more searches and more sales.

And it’s easier than ever to find high-volume, high-opportunity, keywords with our new filter feature. Create a custom filter for Exact Search Volume that is Great or Equal to the volume you’re interested in, and apply it to your results. Then you can sort by Opportunity Score and see the highest opportunities with the highest volume.

What Opportunities Can You Find Today?

With competition on Amazon continually increasing, you can’t afford to miss opportunities to get ahead of the curve. Along with the accurate keyword results and monthly search volume that Keyword Research provides, Opportunity Score adds that turbo boost you need to shoot past other sellers in ranking, compete with even the best of the best in your category, and drive sales.

Start discovering keyword opportunities for your listing today with Keyword Research.

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