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!

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.

Aggressive Growth Strategies To Build Profitable Sales

After launching a new product and implementing strategies to generate reviews and early sales, in time, you will have established a great foundation for long-term product growth. At this point, it’s time to begin building on that foundation to achieve favorable keyword ranking and drive considerable sales growth.

Though you may have a mountain to climb to make your listing the ‘top dog’ in your category, the beginning of this journey is the slowest and most difficult part. Now that you’ve laid the groundwork for a successful product, it’s time to start implementing tactics to accelerate your momentum.

While you still may have a ways to go before you can consider this product a success, after you’ve gathered some initial reviews and are driving some sales, that momentum can be utilized to drive accelerating growth with the following tactics.


Price Testing

Establishing a low price is a great metric for generating sales in the early stages of a listing, providing a tangible value proposition to lure price-conscious buyers away from your competition. That said, while it’s critically important that you price appropriately for the market, you may have not started at a price which provides you with a healthy margin for profit.

Considering that Amazon is first and foremost a search engine for products, ensuring that you’re favorably ranked in search results should be your key objective. In order to rank well, you need to sell well. Keep this in mind when experimenting with price.

Assuming that you’ve gathered a reasonable base of reviews and that you’re consistently driving some sales, you may be able to experiment with different pricing options.

As you’re able to position your product more competitively in the market, the instinct may be to immediately raise your price to the ideal level. That said, your conversion rate may still be relatively price contingent, meaning that you can experience a steep drop-off in sales. Additionally, Amazon’s algorithms are typically not favorable towards dramatic price swings and a steep price increase can sometimes result in a loss of buy box control (even if you are the sole seller on the listing).

Instead, it’s recommended that you slowly step-up price over a longer duration while closely watching your performance and conversion metrics. The main priority is to retain forward momentum so if you start to see sales engagement decline as your price rises, you may consider reverting to a low price or experimenting with coupon offers as a means of maintaining your progress.

While you may have more flexibility in pricing as your listing matures, sales velocity and ranking should still be at the forefront of your mindset. Selling more units at a thinner margin should trump your price point in order to continue to establish your listing in the market. This is once again an instance in which you should be thinking about the long-term strategy for your product.

Aggressive PPC Tactics

Assuming you had established some advertising campaigns shortly after launching your product, you should now have a foundation of data from which to more aggressively pursue PPC. While the purpose of PPC in the early phases of your listing was to gain some visibility and give your product the opportunity to sell, as your listing becomes more established, that strategy should begin to shift to more aggressive tactics centered around driving ranking.

The endgame of establishing and maintaining favorable SEO ranking is the listing’s ability to obtain a growing quantity of organic sales. Because of this, it’s important to review your campaigns in tandem with organic performance.

To provide some perspective, prior to e-commerce, if a brand wanted to advertise their product, they would purchase a tv/radio/print ad and develop a message to be distributed through the channel. In order to gauge the value of that investment, they would need to review sales data to see if there was a correlation between their advertising and an increase in sales.

When advertising on Amazon, you’re able to see an exact return on your advertising spend (ACoS). While this is a great metric to review, it’s easy to get fixated on this spend amount. If your ACoS is high, it’s an easy justification for ending your campaign. The problem is that ACoS doesn’t show you the full impact of your advertising efforts.

It’s also important (and contrary to Amazon’s position) to note that Amazon is not an adequate platform for driving brand awareness. Because PPC provides you with very limited creative capability, it’s exceptionally hard for a private label seller to establish an adequate brand voice. Some of this can be done through social media engagement and more traditional advertising tactics but your on-Amazon advertising strategy should be focused on SEO and sales growth rather than trying to build a base of loyal customers.

At this stage in your product’s lifecycle, it’s important to begin to compile high performing keywords to focus ad spend on while simultaneously understanding the less tangible benefits of advertising. Attention should be placed on both maximizing profitable revenue from easy wins, and developing strategic tactics to advantageously position you across your entire market.

Manual Targeting

When spending on advertising, rather than thinking of it in the context of spending to increase sales, it can be valuable to understand it as buying data from Amazon. When you allow an advertising campaign to run, you’re able to collect a large amount of information about how shoppers perceive your listing. By using your advertising reports as a resource, you can better understand what keywords are most effectively luring buyers to your account and how to more efficiently direct your spend.

Assuming that you’ve been running automatic, discovery, and product targeting campaigns, you should progressively be collecting a large amount of data around your campaign performance. To access that data, you’ll want to download advertising reports from the Business Reports tab in your seller central account.

There are different types of reports which provide different information but one of the most valuable is the Search Term report for sponsored products. From this data, you can determine which keywords are driving sales and how effectively.

As you collect more data through the use of PPC, you should begin to isolate terms that convert well for your product. These terms can be the basis of developing effective and profitable campaigns. Essentially, if a keyword is consistently generating sales at a relatively low ACoS, there can be some assumption that it will continue to perform in that manner. It’s important to note that you’re still going to want to regularly review the data to ensure that it’s maintaining performance, but if keywords are consistently performing at a profitable ACoS, you can assume that they will continue to do so.

In these instances, breaking these keywords out of your automatic or discovery campaigns and placing them in their own manual targeting campaign with a dedicated budget can be advantageous. In this way, you can ensure that a dedicated budget is being implemented to drive a continuous return. Ideally, performance for the keyword will remain stable, meaning that you’re effectively putting one dollar in to get two dollars out.

If this trend continues and ACoS continues to be profitable, the next step is to simply ensure that the campaign isn’t running out of budget on a daily basis. If you’re running out of budget on a profitable campaign, it means that you’re missing the opportunity to maximize sales and revenue from it. That said, the number of impressions that your ad receives is contingent on how frequently a term is searched. For lower volume keywords, a term may only be searched a few times per day, meaning that your ad can generate profitable sales, but not at a high volume. Essentially, this means that there is a limit to how much you actually can spend when directly targeting a keyword, but assuming it’s profitable to do so, it’s advantageous to make sure you’re maximizing that potential.

Ideally, in time, more of your budget will be tied to singular high performing keywords, effectively playing to your strengths and driving a decent volume of profitable sales. As you drive more sales, your listing will continue to climb in ranking, accumulate reviews, and establish a extensive sales history. This may afford you opportunities to convert better and gain more relevance with higher volume search terms for which your product previously didn’t perform as well for. In other words, as your product receives more reviews and is better positioned in the market in terms of competitiveness, you may consider running advertising on higher volume and more competitive search terms.

Search Engine Optimization

The first benefit of advertising (beyond the direct sales driven through your ads) is that it contributes to Amazon SEO. Typically, and while sales obviously have a stronger impact, any engagement with a listing positively impacts keyword ranking. An accumulation of clicks, add-to-carts, and sales in time will help to drive your listing closer to the top of relevant search results. This is especially true when your ad is engaged with through a specific search term. However, keywords that get an excess number of clicks with few to no orders will likely result in negative rank movement. Simply spending hundreds of dollars inefficiently on a single keyword is not the magic bullet to rank improvements; you must convert for the term as well.

While it’s not advisable to spend money blindly on inefficient campaigns, when monitoring keyword ranking improvement and organic sales growth alongside campaign performance, you may find that there is a net benefit to a campaign with a higher ACoS. A keyword tracking tool such as Keyword Manager can be extremely helpful for monitoring ranking changes in correlation with ad spend.

Spending to Facilitate Organic Sales Growth

Along with driving organic ranking for your product, advertising spend can in-turn influence organic sales growth. This somewhat follows the logic of traditional (pre-e-commerce) advertising.

While obviously, establishing better keyword ranking establishes better visibility in the market, which correlates to more organic sales, there is also the less calculable idea that running advertising increases your visibility with consumers. Because repetition influences mental processes, it’s possible that by running advertising, a shopper may overlook your paid ad spot but end up purchasing after viewing the organic listing. In this way, PPC can partially function similarly to a billboard.

Additionally, while this happens more heavily with higher cost products, it’s common for shoppers to browse and consider a purchase over a period of time. As a result, it’s possible that shoppers are viewing (and possibly clicking on) your ads without making a purchase at that time. At the point where a purchasing decision is made, it’s possible that they would click on your organically ranked listing and/or searched for your product directly.

Defensive Ad Spending

Particularly in instances where you’re performing well and/or have enough of a brand presence where people search directly for your brand or products, using ads as a defensive measure can be an effective way to maintain market share.

When a shopper is searching for a product, on any given page there is a limited number of ad spaces available. Though you may be in an advantageous organic positioning for some of these terms, aggressively advertising can be an effective way to suppress competition and ensure a better probability that your product is purchased. With this tactic, the focus may not be on profitable spending (particularly though the campaign performance itself) but rather as a method of affirming broad performance for your product by dominating the paid digital shelf space.

Especially in instances where you have several products that are relevant to a search term, defensive ad spend can help influence shopping decisions by establishing high visibility for your brand. By holding multiple ad spots within the search results, repetition can help to lure buyers into exploring your brand more thoroughly while simultaneously preventing others from gaining the same degree of visibility.

Conclusion

Putting in the effort to source a product strategically, thoroughly research the keyword market, and lay the foundation for sales and review generation should put you in a position to eventually reap the rewards of your hard work. With that context, at this stage in your listing’s life on Amazon, you can begin to shift your strategy to more aggressive tactics. By reviewing your performance and campaign data, you can begin to isolate profitable keywords which you can exploit in order to maximize profitable revenue while simultaneously looking at the total influence of PPC spend with relation to organic sales and ranking.

Using these tactics, you can begin to push your listing to visible and favorable ranking position, grow your organic sales potential, and attempt to minimize the visibility of your competition.

These tactics will, in time, help to drive a listing from the back of the catalog to a major contender in the market. While this process can take time, money, and effort, this long-term strategic play will eventually help a listing to truly dominate the market.

By maintaining some aspects of the traditional school of thought on the benefits of advertising while also appreciating the depth of data that PPC provides, advertising on Amazon can provide you with a wealth of advantages in a congested market.

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.

5 Data-Based Listing Optimization Tips | Using Data To Improve Your Amazon Listing

5 Data-Based Listing Optimization Tips | Using Data To Improve Your Amazon Listing

Keyword Matter. YOU matter. How you USE a keyword MATTERS. Placement, frequency, plurals, hyphens – there are so many intricacies to keywords and listing optimizations on Amazon, and it’s INCREDIBLY important to get them all right. Getting it right means you’ve checked that box off your list – that you can now focus on improving and implementing changes across other mediums. Getting it wrong means you’ll be fighting an uphill battle until it DOES get fixed. In this episode, we’re breaking down 5, updated, data-driven, data-based simple tips to improve your listing optimizations. These are insights that you can take, and instantly go and implement. We’ve seen conversions increase from following these. So listen in, take notes, and take action. Let’s get started.

 

Listen on iTunes   Listen on Stitcher

How to Sell on Amazon for Beginners: 6 Steps for Starting your FBA Journey

In this guide, we’ll walk you through how to sell on Amazon and give you six tips for success.

Wouldn’t it be nice to generate a little extra income? Selling online has afforded many hardworking and driven people more financial freedom and in some cases, completely changed their lives.

In a recent study, it was estimated that 40 percent of worldwide internet users bought products or goods online several times a month. And that number continues to grow daily.

This has led many people to ask themselves: How can I capitalize on this e-commerce explosion?

One of the largest players in the space is e-commerce giant Amazon — a multi-billion-dollar company that has established themselves as the leading online retailer. But Amazon is more than just a store. It’s also a marketplace where regular people – just like you and me – can become successful internet entrepreneurs and make passive income.

What is Amazon FBA?

One of the most popular options for selling on Amazon is as a third-party seller through their Fulfillment by Amazon program, or FBA.

Whether you’re a college student, a retiree, or somewhere in between, you can become an internet entrepreneur through Amazon FBA. In fact, more than half of the total sales on Amazon come from third-party sellers.

Amazon FBA is a popular option because many of the logistics of operating a physical business are handled by Amazon. This allows sellers to minimize their effort and maximize their time and (most importantly) profits.

Benefits of Amazon FBA for Beginners

For the sake of this guide, we’re discussing how to sell on Amazon for beginners through the Fulfillment by Amazon program. There are other options (such as FBM) … but those are blogs for another time.

Like we covered briefly in the beginning of this blog, FBA means you send your products to Amazon and they store, pack, and ship your product to your customers. While there are, of course, additional fees with this strategy, there are also some serious benefits:

  • Prime perks: All FBA products are eligible for Prime, which is a huge advantage for FBA sellers. An astounding 63 percent of Amazon shoppers are Prime members! In fact in 2018, it’s estimated that Prime shoppers will drive more than $117 billion in spending. Selling through FBA means your products will be eligible for Prime free two-day shipping.
  • More trust: Amazon has done a great job instilling trust in their business model and practices, which helps you as an FBA seller. When people see a product is Fulfilled by Amazon, they know it will arrive in good condition and on time (and if not, Amazon takes care of it).
  • Hands-off: Scale your side-hustle into a full-time income. FBA gives you the ability to quickly scale without the difficult logistics of handling inventory and shipping out orders.

All these benefits, plus more, contribute to why FBA is a popular strategy for selling on Amazon that leads to incredible sales potential! Just keep in mind, as an FBA seller, you will have to get your products properly prepared for Amazon’s warehouse. That means printing barcodes on products, packaging items per Amazon’s requirements and shipping them into their warehouses.  

So now you’re ready to begin your FBA journey. But where do you start? Here are 6 steps for starting your online business and making your first sale.

  1. Find Product Ideas

Now that you know a little bit about Amazon’s FBA program, it’s time to sign up as an Amazon seller. You can choose an Individual or a Professional Selling Plan. If you’re hoping to sell more than 40 products per month, you’ll want a Professional Selling Plan. 

The next step is finding product ideas, and this is a really important step. One of the most popular ways to sell on Amazon is through Private Label. Private Label is when you choose a product, find a manufacturer, and then package and sell those products under your own brand.

Choosing the right product to private label and sell on Amazon is crucial for your success, and the process can be difficult and sometimes stressful. There are a whole host of factors to consider, like marketplace viability, popularity, price and profit margins. If you source a random product, you are essentially gambling on its success.

You want to ensure the highest probability of success by understanding the market’s potential. For this reason, getting as much information as you can during your Amazon product research phase is essential.

So, you might be asking: “Where do I start?” Your first move should be to use product finding software that can help you determine the right market to enter.  

This type of software will provide you with a personalized list of potential product ideas that align with your goals, so that you can quickly and easily understand which products will make you money and which ones will take your money.  

Our favorite product finder is Product Discovery, which allows you to find individual products that meet your criteria, find keyword markets full of potential, discover successful brands to emulate, or search subcategories to find that next up and coming product. There are even advanced filters for the adventurous. This allows you to customize your research process and feel confident that you’re seeing personalized results. But if you’re new to this, don’t feel overwhelmed. Pick a few filters that make sense to you, such as Category, Price, Sales, and Reviews, and filter through results to see what catches your eye.

Once you’ve performed your search, you’ll be presented with loads of useful data to help you find potential product ideas. Take a glance below at this example search.

By using a product finder, you’re given all the data and insights you need to find a list of potential products ideas and start your Amazon journey off right.

Want to learn more about Product Discovery? Check out this quick intro tutorial:

 

  1. Validate Your Product

As you might have realized by now, research plays a huge role in whether or not your journey is headed towards success. After gathering a list of potential product ideas, it’s time to dig deeper and validate your product.

One of the best ways to research each of your potential products and ensure yourself the highest probability of success is by using a market research tool. These types of tools help you to eliminate guesswork so you can avoid products that will lose you money.

Market Intelligence, a seller favorite, lets you verify demand for your product by looking at estimated sales numbers, keyword search volume, trends, and market conditions. You can also take a look at how top competitors have performed in the past and are performing now, as well as allowing you to look at potential barriers to entry like reviews, big brands, and high initial investment.

With all this information at hand, you should be able to identify a market full of products that, on average, have healthy revenue numbers and low reviews so it’s easy for you to enter in and compete. It’s also a good idea to look for markets that seem to be relatively stable, rather than chasing trends. While trend categories can be hugely profitable for those that get in quickly, the safer play is to look for markets with long term stability.

For evidence of the risk of trends, look no further than the fidget spinner. As you can see, there was a huge surge in sales, more sellers hopped on, price wars started, and when the trend dried up, many were left with inventory that was impossible to get rid of.

During this research stage you’ll also want to begin thinking about developing a business plan, setting actionable goals and determining how much time, energy, and investment you really want to put into this business.

Keep in mind, during these early stages, you may need more capital than you anticipate. You’ll need to pay for your product, shipping, listing, marketing, and eventually scaling. To get an idea for how much money you could make (and how much you may spend), use an Amazon FBA calculator.

 

  1. Find a Manufacturer and Place Your Order

This next step is another big one. Once you’ve sifted through products and validated your market, it’s time to actually get your product produced and ordered. After in-depth research, we recommend developing a list of at least 3-5 products with margins that align with your goals.

Next, you’ll want to look into manufacturing channels. One of the most popular sourcing options for Private Label sellers is Alibaba.

Alibaba connects you with overseas manufacturers, allowing you to buy your selected products in bulk. Again, doing your research is imperative for picking a legitimate manufacturer to work with.

Alibaba has 3 quality assurance methods that can help you choose what manufacturers to work with:

  • Trade Assurance: This is a free service that helps to create trust between buyers and suppliers. This will protect your money in the case of a dispute with the supplier over issues like product quality or shipment.  
  • Gold Supplier: This allows you to determine which suppliers have received a verification through Alibaba that proves they are a registered legal business. However, this doesn’t mean every supplier with this verification will be 100% reliable, but it does help to lend more legitimacy.
  • Assessed Supplier: Suppliers with this status means they have passed a verification process with an independent inspection status.

Especially for new sellers, we recommend contacting suppliers who satisfy each of those quality assurance checks.

Once you’ve identified a group of suppliers you’re interested in working with, it’s time to make contact and start inquiring about product samples. When working with manufacturers, you’ll want to take note of their response times, clarity, communication, price, timeframe and reputation.

One of the biggest tips we can give you is to think about cultural differences when starting a dialogue with these suppliers. For instance, if you’re working with manufacturers in China, they place a huge emphasis on building relationships. So with that in mind, you’ll want to let them know you’re interested in building a long-lasting business relationship. You’ll also want to make sure to develop a personal relationship and be extremely courteous.

When talking with a manufacturer as a first-time seller, present yourself as a knowledgable business owner looking to quickly ramp up your production and sales. If you portray yourself as inexperienced, you might not get the best possible price from a manufacturer.

A good starting point for a first time seller would be to reach out to 10 or more suppliers, get samples from 3 and then buy a few of your top competitors’ products from Amazon to compare your sample and their product.

To save yourself time, you can create an email template for first contacts that hit on all your major questions. Some things you’ll want to ask are:

  1. Time it takes to receive initial product samples
  2. Time it takes to manufacture the product
  3. What payment methods they accept (like PayPal) for full orders
  4. Cost of shipping the product per unit to your location
  5. Type of packaging that is used

Once you’ve collected and reviewed the samples, it’s time to choose the supplier to move forward with and place your first full order. During this phase you’ll want to determine package options from the supplier and obtain a Universal Product Code through a GS1 Company Prefix.

The next big step is figuring out how much to order. We usually recommend a first-time seller orders enough product for at least a 2-month run of inventory. To get a rough estimate of how much inventory you need, you can use an Amazon sales estimator showing historical trends. 

In terms of shipping inventory from overseas, many newer Amazon sellers will use a freight forwarder. Flexport is a popular option among sellers as they handle all shipping logistics for you for one price, including pick up logistics, sea freight, customs, and more. Using a freight forwarder may be a bit pricier, but many sellers consider the cost worth it for peace of mind in the unfamiliar territory of shipping by sea and importing into the United States.

 

  1. Create an Optimized Listing

Ok … so you’ve got your first product. Now it’s time to list your product on Amazon and make your first sale. As an example, let’s say you’ve decided to sell a first aid kit. Do you snap a picture with your smartphone, throw up a title that says, “First aid kit” and magically start selling? Not exactly.

The goal of an effective product listing is two-fold. You want to accurately depict your product while simultaneously incorporating important keywords to increase the number of people that see and purchase your product.

Think of it this way. You could write a beautiful, eloquent and accurate title, bullets and description of your first aid kit that truly explains why someone should buy it. But, if you don’t include the keywords people are using when searching for that product, you’re not going to be found. So all that great copy would be wasted.

Conversely, you could do in-depth keyword research and find 50 great keywords, throw them haphazardly into a listing and create a nonsensical mess. While you might pull in searches, chances are if someone can’t understand what your product is or does, or it isn’t accurately described, no one is going to actually buy it.

That means you need to find the happy medium of correctly incorporating keywords and accurately describing your product.

Luckily, there are tools available to help you find the exact keywords you should be including in your listing. You want to ensure that your keyword tool is using accurate Amazon-only data.

One of the most important metrics when deciding what keywords to use is search volume, or how many people are actually looking for that product every month. It’s clearly important to find high volume keywords, but there a few other things to keep in mind. You also want to target high-opportunity keywords that competitors aren’t using. And, you want to make sure that the keywords you choose are relevant to your product. If you end up ranking for a keyword that isn’t relevant, you won’t get sales.

Clearly, there is a lot of data here to keep track of. How do you make sure you’ve included all the keywords in the most vital areas your listing? One of our favorite tools that simplifies the listing creation process is called Listing Builder. This feature is included in Viral Launch’s Keyword Research, a tool that allows you to easily gather a comprehensive list of keywords and write your copy on the fly. This feature helps you keep track of what keywords you’ve used and what you still need to incorporate. Once you’re finished writing, you can then take your copy right into your listing for maximum indexation and conversions.  

If you’re not comfortable choosing where to put which keywords and writing sales-inducing copy, we recommend paying for a listing optimization serviceListing optimization services connect you with a team of professionally-trained Amazon copywriters who will write optimized content created for maximum visibility and conversions.

Now that you’ve got the written side of an effective listing down, it’s time to talk about photos. Product photos are an extremely important element of your Amazon listing. Browsing on Amazon, you’ll see some product photos that are of questionable quality at best. You want to refrain from using stock images, relying heavily on photoshop and using largely text-based images. And while you might think your iPhone photo of your product will suffice, you’ll be surprised what a professional Amazon photographer can do for your brand perception, clicks, and sales.

Garnering reviews are also another massively important piece of an effective listing. Recently, there’s been a lot of turmoil surrounding the topic of Amazon reviews. This is just one example of why it’s always important to stay up-to-date on changes to Amazon’s practices.

In short, think of reviews on Amazon as a sort of currency. It shouldn’t come as much of a surprise that, in general, products with better reviews are set up for better sales. However, getting reviews can be difficult, and you want to make sure you follow Amazon’s guidelines or you could face penalties.

One of the best (and Amazon-friendly) ways to generate reviews is through an email follow up campaign, which is used to ask for feedback and encourage reviews on customer purchases. Check out this video full of tips to generate more reviews:

Just remember, Amazon has taken a hard stance against review manipulation, so at this point, it’s better to take a conservative approach to gathering reviews to avoid the risk of suspension or being banned from selling completely.

 

  1. Increase Visibility

So your product is in Amazon’s warehouses ready to ship, and you’ve got an optimized listing for a great product. Have you done all that you can do to drive traffic and increase sales? Not even close! You still have plenty of options for driving traffic to your listing.

One of the most popular – and effective – ways is through what’s called a PPC or Pay-Per-Click campaign. In short, PPC marketing is essentially “sponsored content” that you’ve likely seen when browsing Google, Amazon or any other search engine. What you do is pay a small amount of money to the search engine you want to advertise on for each click that your product gets. PPC can be a great way to get initial traction and place your product in front of even more people.

Another great way to get your product visibility on Amazon is through promotional giveaways, or what we call Launches.

It shouldn’t come as a surprise; ranking on Amazon is extremely important. The higher up a product ranks on Amazon, the more eyes there are on the listing, which equates to more sales opportunities. Most shoppers don’t make it past the first couple of pages  – if that – when shopping for a product on Amazon. That’s why page one positions for major keywords are so coveted.

Many sellers use promotions as a way to boost sales and drive more traffic to their listing by providing deep discounts on their product for a period of time. If you’re interested in launching your product this way, check out our 9 common mistakes to avoid.

Another popular way sellers use to increase a product’s visibility is by bringing in traffic from outside sources, such as running ads on Facebook, Google or other platforms that direct buyers to their Amazon listing page.

 

  1. Manage Inventory

Managing inventory is a crucial step to maintaining a successful Amazon product. If you don’t properly manage and track your inventory, you will find yourself out of stock and low on cash. Not to mention, being out of stock for too long can significantly hurt your rank, which can have devastating effects on sales in the long run. 

When managing inventory as a seller, there are two important factors to consider – how long it takes for you to get a shipment from a manufacturer and how many units you sell per month, on average.

For instance, if you get your inventory 60 days (or two months) after placing an order from your overseas manufacturer and you’re selling 1,000 units per month, you’ll need to make sure you order at least 2,000 units. That would give you two months (or your lead time) worth of inventory. And if you have the cash, ordering a bit more will give you some cushion in the case of delays or an increase in sales.

Like with any business model dealing with physical products, selling on Amazon FBA Private Label means a lot of cash will be tied up in inventory. That’s why managing inventory correctly is so important. If you don’t, you run the risk of going out of stock without enough cash on-hand for a reorder when you need to.

 

I’ve Learned How to Sell on Amazon – What’s Next?

So now you’ve got your Amazon business up and running. Maybe you’ve just made your first sale or things are going great and you’ve already had to restock.

But as profits rise, so does that entrepreneurial spirit. This might lead to asking … what’s next? You have a few options. One is to add another product to sell in the same or a completely different category.

Or, you might just want to stay with your first product and build profits for some supplementary income. Whatever you choose, make sure it’s what’s best for you and your goals. That’s the best part of being your own boss, isn’t it?

At its core, Amazon is an ecosystem that’s constantly changing. That means you have to stay up to date on Amazon’s Terms of Service and best practices. But luckily, there’s no shortage of information about how to sell on Amazon for beginners or for experienced veterans.

Here at Viral Launch we want to be your go-to source for the most accurate and recent Amazon information. That’s why we recommend you subscribe to our blog! Are you more of a visual person? Not to worry, check out our Youtube channel. If you’re looking for a great podcast to listen to during your commute or while traveling, we suggest listening to our podcast Follow the Data.

You’ve got all of the tools to be successful at your fingertips. Now it’s up to you! We’ll leave you with one final thought about what you need to be successful in the form of a quote from Madam C.J. Walker:

“I had to make my own living and my own opportunity! But I made it! Don’t sit down and wait for the opportunities to come. Get up and make them!”

Already Launched A Product but Need to Optimize Your Listing?

Once you’ve got a product up and selling, it’s time to think about optimizing your performance for increased sales.

And that means keyword ranking. Make sure you have all the most relevant keywords for your product with Keyword Research.

What is Keyword Research?

Watch this quick explainer video for an overview of what Keyword Research is and how it can help you increase your sales.

Now that you understand what Keyword Research offers, it’s time to start using it to optimize your listing.

Keyword Research Tutorial

Join Amazon Expert Cameron Yoder for a quick tutorial of Keyword Research.

Once you’ve got the hang of using Keyword Research to find the highest volume, highest opportunity keywords for your product, it’s time to start writing your listing.

Keyword Research Listing Builder

After the initial launch of Keyword Research, we added an awesome new feature to help you write your listing. Check out this blog about Keyword Listing Builder and find out how to use it.

Still have questions about using Keyword Research or your Pro Subscription? Login to your Viral Launch account and live chat with a coach! Just look for the chat symbol to start a new conversation.

Breaking Down Amazon Listing Optimization

Every Amazon seller wants to know how to optimize their product listing. Product copy is extremely important. To hit sales targets, you need to get Amazon listing optimization right. Content helps buyers understand the details of your product. And more importantly, it determines how visible your product is to those searching on Amazon.

When it comes to search visibility, here’s what you need to know. Say you’re selling a trash can, and you use the keyword trash can. But you never incorporate the term garbage can. When a buyer searches for garbage can—the word you didn’t include—your product doesn’t appear in their search results. Not because your product isn’t relevant but because you didn’t put that term in your listing. Without a wide enough variety of keywords, you lose out on potential buyers and potential sales.

Including a variety of relevant keywords is vital to your visibility. Basically, your product won’t appear on page one for a keyword that isn’t included in its listing. So, what’s the key to Amazon listing optimization?

Finding the Right Keywords

It’s all about finding the right keywords and being strategic with keyword placement. Strategic placement of a wide variety of keywords improves your chances of indexing and ranking for multiple keywords, not just the obvious ones. This makes your product much easier to find in a crowded marketplace and can also improve your conversion rate.

Using Keyword Research, you can find the most comprehensive set of keywords that are relevant to your product. You’ll see a lot of different metrics for each keyword, including exact and broad search volume, search volume trend lines, and three different scores. You can read more about what each score means here.

We recommend sorting by Priority Score first to get a good list going for your product. Priority Score will show you the most relevant keywords with the highest volume first. Use the checkboxes along the left-hand side of the results table to select the keyword phrases that apply to your product. Then copy the keywords to your clipboard.

Paste your list of keywords into your document of choice, and then go back to Keyword Research. This time sort the keywords by Opportunity Score. Look for high volume words that have a score above 700. Copy the terms that you find to your clipboard, and paste them into your document too.

Expand Your Visibility

Before you begin writing, you should know that Amazon’s search algorithm values unique keywords. This is different than Google SEO, which prefers pages that repeat on one or two main keywords. But on Amazon, having a wide variety and less repetition is the most beneficial approach.

When you construct your Amazon copy, you will naturally repeat some keywords. But if you focus on using a wide variety, you will expand your visibility. Not every shopper will use the same search term, so including a variety helps put your product in front of more buyers.

Once you use a keyword, don’t worry about using it again. For example, if I’m writing a title for a first aid kit, I might start out like this:

Travel First Aid Kit

Now that I’ve used first aid kit in the title, I’m not going to use it again. But if I want to capture the keyword phrase first aid kit for car, I can simply add for car to my title and include the whole phrase.

Travel First Aid Kit for Car

But what if I want to include the phrase first aid kit for kids? Ideally I would use for kids somewhere after the term first aid kit to maintain the phrase order. So for example, with the title I’m building, I might do something like this.

Travel First Aid Kit for Car: Emergency Kit for Kids

Notice how first aid kit and for kids are still in the correct order. You can get the most ranking power when you keep a phrase completely in tact, but you’ll have to make choices about which phrases to maintain and which to split up.

Focus on Amazon Listing Optimization

These difficult choices are why creating an optimized listing that’s still easy for your customers to read is so difficult. And it’s why we offer our copywriting services. Depending on what stage your Amazon business is at, you will want to outsource the actual writing of your listings to a professional copywriter.

There are a lot of moving parts when it comes to writing product copy for Amazon listing optimization. Enlisting the help of someone who has written hundreds of listings ensures these moving parts get put together in a strategic way that maximizes ranking potential.

At the same time, if you’re just starting out and trying to save money, DIYing your listing can help keep costs down. Just make sure that you’re being strategic with your keywords, especially in your title.

The title is the most important part of any listing. Amazon gives weight to the keywords in the title more heavily than anywhere else, and with each sale, the words in your title are fair game for a ranking boost.

You want to have a good combination of high and low volume keywords here while keeping them extremely relevant to your product. You want to be clear on what your product is and what its major features are without making your title a long jumble of keywords. So make sure it’s readable and accurate for your customers.

If you’re looking for all the benefits of Keyword Research but don’t have the time or skillset to write your own listing, let our team of professional copywriters do it for you. You’ll save yourself time and increase the profitability of your FBA business.  Whatever you decide, just remember to focus on getting your Amazon listing optimization right.  

 

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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 

Why You Need an Amazon Keyword Tool, Not Google Keyword Planner

To find and target keywords on Google, you might use Google Keyword Planner. So to find and target keywords on Amazon, you need an Amazon keyword tool. Whether a company website or an Amazon product listing, everyone’s aiming for the top, the coveted first page of search results.

When it comes to integrating keywords and ranking on Amazon, unfortunately, there’s no silver bullet. But sellers must start by learning how Amazon search differs from Google and knowing the direct impact that has on keyword research.

Amazon SEO vs Google SEO

As an Amazon seller, it’s important to understand how to best integrate keywords into your listing. Many sellers fall back on out-of-date Google SEO practices if they consider SEO at all. Really, they should be much more concerned with Amazon SEO best practices. While both Google and Amazon are search engines and focus on some similar metrics, their algorithms are different. Not only are their algorithms different, the goals of their users are different.

Think about it. When you visit Google, are you always searching for a product? Likely not. You might be shopping for a new phone case, but you may also be looking up the menu to that sushi place you’ve been wanting to try, or the location of a nearby tire shop, or reviews for that movie you’ve been dying to see. Simply put, Google can be a product search engine, but it’s largely a research engine. And when users do search products, they are often expecting to find reviews of top products. They aren’t expecting to shop necessarily. 

Amazon, on the other hand, is largely a product search engine. Users who end up on Amazon are further down the funnel. They have moved from the research phase closer to the ready-to-buy phase, with credit card in hand. In fact, 55% of buyers are starting their product search on Amazon. Consumers may not have a specific brand in mind when they go to Amazon, but they likely have a product in mind that they are hoping to purchase.

Amazon Keywords vs Google Keywords

So what does that mean for keywords?

It means that consumers aren’t always using the same search terms across all platforms. Someone looking for a phone case might type “iPhone case reviews” or “iPhone case comparison” into the Google search bar but type “rubber iPhone case” or “durable iPhone case” into Amazon.

That’s not to say a user would never type the latter terms into Google. But, there may be keywords that are relevant to a Google search that would have little to no value on Amazon. And with 80 million Amazon Prime members in the US, competition is high for those searches. You don’t want to waste time with keywords that won’t help you rank.

The value of targeted keywords, both long and short tail, in your Amazon listing is far-reaching. If you aren’t using the words and phrases that consumers are searching for in your copy, then you likely aren’t selling well. The more sales you drive through a particular keyword, the higher your chances of ranking for that keyword.

Why You Need an Amazon Keyword Tool

So if you’re trying to craft a listing for Amazon, why would you use an Amazon keyword tool that focuses on Google data? Google Keyword Planner is designed for Google’s algorithm and pulls data from Google searches. Using it exclusively–or really at all–to generate your keyword list for Amazon could mean overlooking high-volume Amazon keywords and missing the full scope of keywords Amazon consumers may be searching.

According to SEO marketing company, MOZ, the algorithm used for Google Keyword Planner has several flaws. For starters, it groups keywords into “volume buckets”, so a word with 180,000 search volume in a month might be rounded down to the 165,000 search bucket. Google also misses out on approximately 35% of keywords recommended by other search Amazon keyword tools, is inconsistent when mapping and considering search volume for spelling variations, and occasionally recommends keywords that are not really connected to your original search phrase.

If you’re okay with sub-par results that may not even match the search results of your Amazon customers, then Google Keyword Planner is a sufficient tool. But to truly home in on search data from Amazon alone, you need an Amazon keyword tool that does just that.

 

Keyword Research, the newest software tool by Viral Launch, is the most accurate Amazon keyword tool in the galaxy. It provides search volumes based only on actual Amazon data, updated frequently. Keyword Research scours the depths of Amazon for an exhaustive list of customer search terms related to your seed keyword by running a Reverse-Market Lookup.

Think of it as a master reverse-ASIN lookup that reaches across all your Amazon markets, taking all of your top competitors into consideration instead of just one. The result is an enormous pool of relevant keywords for your searched product.

So if you’re looking for the most comprehensive, all-encompassing keyword report for your Amazon product, then say goodbye to Google Keyword Planner and check out Keyword Research today!

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