As a new seller on Amazon, you’re probably eager to break into the marketplace and start moving products. But there’s one major challenge that stands in your way: competition. The Amazon marketplace is giant, and it’s only getting bigger. As of the first quarter of 2020, third-party sellers make up 52% of paid units sold on Amazon, and that number will keep going up.
Just because the market is crowded, however, doesn’t mean new sellers can’t find an in. They just have to learn to use the competition to their advantage — with Amazon competitor research tools. A competitor analysis of Amazon is the best way for new sellers to maximize the effectiveness of their listings and get ahead of the competition.
Don’t get stuck in a spot where you create a product listing and don’t know what to do next. Learn to be savvy about the competition with a high-quality Amazon seller competitor analysis, and carve out a spot for yourself in the marketplace.
Enter the Solution: Competitor Intelligence
Our Amazon competitor research tool, Competitor Intelligence, gives you the best shot at cutting through that market chaos and finding success among fierce competition. Essentially, Competitor Intelligence allows you to compare your listings to competitors’ listings by giving you an actionable Amazon seller competitor analysis to inform your strategy.
Get the Fullest Picture With Product Analysis
You can review how your product listing compares to competitor listings in the Product Analysis tab in Competitor Intelligence. You can contrast various information such as price, review quantity, review rating, listing copy, and images. This tool allows you to quickly see which keywords your competitors are ranking highly for — even if you’re not tracking those keywords. This makes it simple for you to see where you have potential to create selling points against them.
For instance, can you offer a lower price, even if it’s only temporary? Can you upload objectively better product photos? Is the quality of your product better? Product Analysis helps you isolate tangible advantages that you can highlight to drive sales.
Keep Track of Competitors’ Keyword Rankings
Then, you can do deeper competitor research to dissect competitors’ strategies using the Competitor Keywords tab. Competitor Intelligence allows you to find competitors’ most important keywords in under a minute. It shows you every keyword a competing product currently ranks for. Unlike other keyword research tools, it shows you what a competitor has ranked for historically. This gives you a more comprehensive view of a competitor’s overall advertising strategy.
Now, as a new seller, it’s unlikely that you’ll be able to jump in right away and dominate those primary keyword areas, but you can use comprehensive competitor keyword data from Competitor Intelligence to find out which keywords competitors aren’t targeting.
These lower-volume keywords may not necessarily have the same sales potential as the ones your competitors are targeting, but they can still drive some conversions for you at a lower advertising cost and with fewer competitors. As you gain visibility and drive sales through these keywords, you’ll begin to generate reviews and raise your organic search rankings.
Over time, you’ll build up your sales history and accumulate enough reviews to begin tackling some larger keyword areas and competing with the big guys.
Tracking Competitors in Real Time
Competitor Intelligence is also the only Amazon competitor research tool that updates you daily, or even hourly, on changes in important competitor data.
Product notifications alert you when a top competitor raises its prices, for instance, so you can take advantage of that as soon as possible. Keyword notifications also alert you when a competitor’s keyword rankings change, allowing you to stay up to date at all times without having to manually check the competitor’s rankings throughout the day. Competitor Intelligence is the only tool out there that will give you this real-time view of the landscape, and with it, you’ll be able to react quickly and effectively to optimize your products.
Valuable competitor analysis on Amazon will give you insights into both how your products compare to other listings and how your competitors interact with the market. Competitor Intelligence offers this through unmatched product analysis and competitor keyword research.
It may be unrealistic to expect to jump right in and sell alongside your top competitors, but the right data can reveal the best opportunities. Once you’re in, Competitor Intelligence will inform your strategy as you build your products up to the top of the increasingly crowded Amazon marketplace. And the earlier you start, the better.
Competitor Intelligence is an advanced Amazon reverse ASIN lookup tool that gives you unparalleled insight into exactly how your competitors are performing. Enter a product ASIN to quickly get a massive list of their top-performing and underutilized keywords, alongside the ability to analyze and track indexation, keyword rank, sponsored ad rank, sales, price, reviews, search volumes, notification options and more.
Join Casey as he talks about this game changing new tool and how you can use the features whether you are a new seller or scaling a 7 or 8 figure business.
With Competitor Intelligence, we’re giving you more access to data through a powerful new research tool that allows you to analyze, tracker, and reverse engineer your most successful competitors.
“If you know the enemy and know yourself, you need not fear the result of a hundred battles. If you know yourself but not the enemy, for every victory gained you will also suffer a defeat. If you know neither the enemy nor yourself, you will succumb in every battle.” -Sun Tzu, The Art of War
At Viral Launch, we’ve spent several years developing Amazon tools to help you understand your business, markets, and products. Now, we’re helping you to understand your competition like never before with our newest tool, Competitor Intelligence. As Amazon becomes an increasingly complicated marketplace, using every bit of data to your advantage is key to driving success.
With Competitor Intelligence, we’re giving you more access to data through a powerful new research tool that allows you to analyze, tracker, and reverse engineer your most successful competitors. Analyze the strengths of your competition and rise to them. Analyze their weaknesses and exploit them. And most importantly, discover new ways to unlock the sales potential of your products.
The Powerful Benefits of Competitor Intelligence
Competitor Intelligence puts your competition’s most valuable data in the palm of your hand.
Reverse ASIN 2.0
Competitor Intelligence begins by scouring billions of Amazon data points to find every keyword your competitor’s product is currently ranking for in the organic and sponsored ad results. You can filter through this comprehensive list to quickly find their highest sales driving keywords. For example, by searching for keywords with at least 1,000 searches per month and where the competitor is ranking in the top 15 organic positions, you are able to quickly identify which keywords are likely driving the most sales for the product. Within less than a minute, you can find all of your competitor’s most important keywords! Very powerful!
Unlike other reverse ASIN tools, Competitor Intelligence also grabs keywords that your competitor’s product was ranking for historically. This paints a more comprehensive perspective of competitor’s keyword and advertising strategy.
Thirdly, we identify keywords to your product market that your competitor is not ranking for but are still relevant to the product. This gives you direct insight into missed keywords that you can easily take advantage of to get a massive leg up on your competitor!
Compare To Your Products
In Competitor Intelligence you have the ability to compare a competitor’s product to your own. This gives you the ability to quickly identify which related keywords your competitor is ranking well for that you are not even tracking! This makes it incredibly simple to identify weaknesses in your own product. Without this feature, it can be difficult to remember which keywords you are/are not tracking when analyzing a competitor.
Product & Keyword Notifications
Product notifications allow you to stay on top of your most important competitors with absolutely no work at all. Imagine getting a notification when a top competitor raises their price, making them a better target for your product targeting campaigns. Imagine getting a notification when a competitor runs a giveaway spiking their BSR, giving you time to boost your own sales with PPC, lower price, or a giveaway of your own. There’s so many ways you can use product notifications to stay on top of your most competitors, all with a daily report on significant changes to your email inbox.
Keyword notifications in Competitor Intelligence allow you to get notified on changes to your competitor’s keyword ranking daily or even hourly. This allows you to stay on top of other top sellers without having to check the keyword rankings multiple times per day.
With Competitor Intelligence notifications, you’ve never been able to stay ahead of the competition so easily.
Compare To Your Products
One of the largest downsides of switching to a new Amazon keyword tracker is having no historical ranking data in the new tool. You essentially are starting off without any historical data to understand how your list is currently performing.
In Competitor Intelligence, when you turn on tracking for a given keyword, we immediately give you access to our historical organic and sponsored ad ranking data for that keyword. Especially when analyzing a competitor’s product for the first time, this can provide deeper insight into a product’s historical keyword and sponsored ad strategies.
Seamless Integration With Other VL Tools
As with the rest of the Viral Launch software tools, we’ve built seamless integration into Competitor Intelligence making whatever tasks you are doing among the tools, that much simpler. For example, when you identify a new keyword you want to steal from your competition and begin tracking for your own product, you can click the “add to bank” option and the keyword will immediately be added to your keyword bank. No awkward copy in one tool and paste in another. 🙂
Powerful Keyword Metrics
With each keyword found, Competitor Intelligence gives you access to powerful metrics like search volume, historical search volume trends, opportunity score (a very important metric for keyword ranking), suggested sponsored ad bid cost directly from Amazon, is the competitor indexed, organic rank position (and history), and sponsored ad position (and history).
These powerful metrics combined give you deep insight into your competitor’s keywords helping you to make more sophisticated and informed decisions for your own keyword strategy.
Competitor Intelligence Product Analysis
Competitor Intelligence begins by providing you with in-depth analysis on your competition, allowing you to view a side-by-side comparison on crucial stats like units sold, revenue, profit, and review quantity, rating, and rate. These comparison stats can assist you in measuring up to the competition.
Additionally, you will be provided with historical sales and price analysis, cost breakdowns, discounts, and review trend data. By seamlessly integrating with Product Discovery, you’re also able to see detailed statistics on your competitor’s brand as a whole.
Harnessing the Power of Competitor Intelligence:
Part research and optimization, part reverse ASIN, and part product tracker, Competitor Intelligence brings a new level of data and analysis that can help you at any stage of selling on Amazon. By perfectly integrating with the Viral Launch platform, you can track performance of competing brands, add their keywords to your keyword bank, and review markets based on your competition’s positioning.
Understanding your potential competition is key to understanding a market that you’re looking to enter. When conducting product research, Competitor Intelligence can be utilized to isolate competitive listings and review their strengths, weaknesses, and overall approach to the market.
Using Competitor Intelligence, you can know which keywords are driving sales for top sellers in a market, allowing you to better understand your potential product and consumers, review any obstacles to your success, and understand a product’s market as a whole, rather than just looking at a single search term. Because Competitor Intelligence also shows keywords for which your competitor is not indexing and/or ranking, it can also help you to identify gaps in the market (relevant keywords that aren’t being focused on by competition), helping you to target low hanging fruit and drive additional sales.
Additionally, by tracking top performing products, you can keep tabs on your competitors through the sourcing process to ensure that you’re aware of any market changes. You can set up notifications to be alerted to price drops, sales drops, review changes, etc. By continuously monitoring market stability within the context of your top competition, it can help inform you of any shifts in market conditions and allow you to formulate a proper strategy for entering the market.
Keyword Research, Listing Optimization, and Product Launching:
Reviewing competitive data can also help you to develop proper listing content through understanding what keywords are driving sales for your competition.
By seeing broad keyword ranking and ad placement for top selling products, you can gain an insight into which keywords hold the most priority for driving sales for your product market. This can help you to structure your listing to provide maximum indexing weight on high value search terms, increasing your relevance for these keywords.
Additionally, Competitor Intelligence makes it easy to view which keywords are not being exploited by your competition. By isolating terms with search volume that are not being emphasized by competing product listings, you can identify quick-win keywords that you can drive ranking and sales through without much contention. Using your copy to hit on these search terms can provide additional opportunity overlooked by your competitors. This feature is perfect for finding keywords to run giveaways on, or to target with PPC strategy with our new sales and rank strategy.
Long Term Use:
As your product becomes more established in the marketplace, Competitor Intelligence can provide you with valuable data to help you monitor your market and retain your momentum by keeping an eye on your competition for you.
Using Competitor Intelligence’s notification system, you can be alerted to any changes to competing listings, allowing you to exploit, or respond to, any shifts in the competitive landscape. With keyword notifications, you can also be alerted to ranking changes, helping you to respond quickly to a dynamic marketplace.
Review the keyword data from your competition. Determine what keywords are underemphasized by your competitors, allowing you to discover untapped opportunities in your market to generate more sales.
Monitor your competition’s advertising strategy. By understanding where your competition is spending on PPC, you can either attack it head on, to minimize their visibility, or circumvent it to target search terms that are cheaper and easier to drive traction through. Knowing where your competition is spending helps you to formulate an effective strategy around your own advertising.
By setting up notifications, you can have rapid insight into price changes, sales fluctuations and review updated. Having immediate access to this data gives you the upper hand to make adjustments to strategy or attack competitor weaknesses, adding increased efficiency to your strategy.
Competitor Intelligence by Viral Launch gives you the power to wield your competitor’s data against them. By understanding competing products, you can understand the market and use it to your advantage. With side-by-side comparison metrics to review your strengths and weaknesses and robust keyword analysis to help you target your audience, Competitor Intelligence gives you the tools to drive success in an increasingly crowded Amazon landscape.
More than a reverse ASIN tool, Competitor Intelligence is the amalgamation of Viral Launch’s pioneering data aggregation techniques, giving you the power to see what keywords your competition is targeting, what keywords they’re missing, where they’re driving sales, how they’re spending on on advertising, and how your product measures up. Leverage this data to dominate your market and lead your product to success.
Give yourself the ultimate competitive edge with Competitor Intelligence by Viral Launch!
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.
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.
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 t-shirt to better understand how Opportunity Scores are calculated.
If you search the term “t-shirt” 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 t-shirt 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.
If reviews are the currency of Amazon, then Amazon keywords are the lifeblood.
Without the right keywords in your listing, you miss out on thousands of potential sales each month. But by including your most relevant keywords, you can capture every possible impression driving thousands more in revenue each month.
Viral Launch Keyword Research, the most accurate Amazon keyword research tool on the market, provides you with a list of your product’s most relevant search terms. With one simple search, you can quickly find your most important keywords alongside search volume taken straight from Amazon.
Still not sure how to do keyword research for Amazon? Keyword Research provides all the metrics you need to determine how to best use each term. You’ll see exact and broad search volume, search volume historical trends, CPC suggested bids, dominant categories, and threeimportant scores.
These scores include Relevancy Score, Priority Score, and Opportunity Score. Each of these metrics rates the keyword on a scale of 1 to 1,000 and will indicate, in different ways, how to best utilize the keyword for your product.
Relevancy Score is a scale between 0-1000 that rates how relevant each keyword is to your seed keyword. To determine relevancy, Keyword Research runs a massive Reverse Market Lookup. This is similar to a Reverse ASIN Lookup, but bigger and better.
Essentially, we’re looking at the top-selling listings across your entire product market to ensure we’re capturing all your most important Amazon keywords and running multiple reverse-ASIN lookups. This ensures you don’t miss any crucial keywords for your market. And as a result, we gather a large pool of hyper-relevant keywords for your product.
The downside to a Reverse ASIN Lookup, as opposed to a Reverse Market Lookup, is that it only finds indexed words for one single competitor. That means you could miss some really crucial words for your product. In contrast, a Reverse Market Lookup finds the most comprehensive list of indexed words from all of your top competitors.
Next, we take that comprehensive pool of keywords and run it through our sophisticated Market Relevance Calculation. This proprietary process weeds out irrelevant terms and gives you a list of hyper-relevant Amazon keywords. From that Market Relevance Calculation, we rate each term based on its importance.
For example, garbage cans has a fairly high Relevancy Score, meaning it is very closely related to the seed term according to our Market Relevance Calculation.
Using the Relevancy Score
Place highly relevant keywords in your title and/or bullet points
See which keywords most directly relate to your product
Determine which keywords your top competitors are using most frequently
Priority Score is a scale between 0-1000 that rates a keyword’s importance based on relevancy and search volume. To arrive at this score, we look at the term’s Relevancy Score and factor in the search volume. A highly relevant, highly searched term will have a high Priority Score. But a less relevant, less searched term will have a low Priority Score. The higher the Priority Score, the more important the keyword, when it comes to optimizing a listing.
For example, trash can has a high Priority Score, meaning it is highly relevant to the seed term coupled with relatively high search volume.
High priority words should be placed in a product’s title, whereas mid-priority keywords can be placed in the bullet points, description, or backend. When using Keyword Research to optimize your listing, we suggest sorting your resulting terms by Priority Score to ensure you’re seeing your product’s most important keywords first.
Using the Priority Score
Place high priority keywords in your title
See which keywords have the most sales potential with a good combination of relevancy and volume
Opportunity Score ranks Amazon keywords on a scale of 0-1000 to show you terms with low competition and high opportunity to rank. A high Opportunity Score means the term has not been integrated into the front end of the top performing listings that are ranking for that keyword. A low Opportunity Score means the term has been integrated into many of the top ranking listings.
For example, garbage cans and trash cans (both plural) have very high Opportunity Scores, meaning the top products are ranking for these two terms without even having the phrases in their title, bullet points or description. In other words, the top-ranking products for these keywords are neglecting this term, which will make it easier for you to rank with the keyword in your title or bullet points. And combined, there are over 15,000 searches per month up for grabs!
Trash can (singular) has a low Opportunity Score, meaning most of the top products are prioritizing this phrase by using it in their front end.
For high opportunity Amazon keywords, there is a lot of potential to rank by simply adding the word to your listing’s title or bullet points. For example, in a search for bluetooth headphones, you’ll find the term “audifonos headphones” with over 33,000 searches per month and an opportunity score of 1,000.
This means none of the top ranking listings for audifonos headphones actually have that term in their title, bullet points, or description. Your opportunity to rank here is high because the top ranking listings are not prioritizing this keyword at all. No other keyword tool offers this kind of strategic insight.
And as an added bonus, high opportunity Amazon keywords are less competitive, so these markets also tend to have lower quality listings. So if you’ve got great reviews and good photos, the addition of a single keyword could mean increased impressions and high conversion rates, bringing in thousands more dollars in sales every month.
You can also use Opportunity Score in conjunction with Suggested CPC Bids in order to find high opportunity, low-bid terms to target.
Using the Opportunity Score
Place high priority keywords in your title or bullet points for easy ranking
Find hidden-gem keywords that your competitors are neglecting to use
Bid on high opportunity, low-bid keywords with Sponsored ads for low competition
Prioritizing Your Amazon Keywords
Because keywords are the foundation for how your product is discovered by Amazon shoppers, it is crucial to include the right terms. On top of that, it’s important to know how to best prioritize them.
Your title is the most important element of your listing’s copy, so include highly-relevant, high-priority and high-opportunity keywords. With each sale, the words in your title are fair game for a ranking boost.
Your bullet points are secondary and should be used for your remaining important keywords, along with additional mid-level terms.
Your description and backend keywords are great places to include long-tail keywords so that you can be found for anything a shopper searches relating to your product.
Whether you’re researching a market in conjunction with the Viral Launch product research tools or you’re seeking relevant Amazon keywords for your current product, Keyword Research shows you all of your related terms with just one simple search. And with the Relevancy, Priority, and Opportunity Scores, you can ensure you’ve got the most comprehensive understanding of your product’s Amazon keywords.
Keywords are the foundation for ranking. Missing critical keywords in your listing can lead to thousands of dollars in missed sales. Incorporating the right keywords in your listing can give you a huge competitive advantage. But current tools fall far short of providing the insight needed to set up a listing to rank. But that’s about to change. Introducing Keyword Research from Viral Launch, the most accurate keyword tool in the galaxy.
Keywords are the foundation for ranking. Missing critical keywords in your listing can lead to thousands of dollars in missed sales.
Incorporating the right keywords in your listing can give you a huge competitive advantage, but the current tools available to sellers fall far short of providing the insight needed to efficiently and effectively set up a listing to rank. I’m Cameron Yoder.
And I’m Casey Gauss, your host for Follow the Data: Your Journey to Amazon FBA Success. In this show we leverage the data we’ve accumulated at Viral Launch from over 30,000 product launches and our experience working with 8,000 brands to help you understand the big picture when it comes to Amazon, and more importantly, the best practices for success as an Amazon seller.
Today we’re excited to announce the launch of our most recent seller software, Keyword Research, the most accurate and comprehensive keyword tool in the galaxy.
In this episode we’ll talk about why we had to create Keyword Research, including what’s wrong with current tools on the market and how better Keyword Research can help you increase your bottom line. Let’s get started.
All right, Casey, we’re talking about a big subject today. This is an exciting time for Viral Launch. It’s an exciting time for you. We’re talking about Keyword Research, Viral Launch’s new tool. Let’s talk about how you’re feeling through all this. How has this experience, this product release been for you?
This product release has probably been the most stressful for me, so I’m usually like, I guess what you would say kind of like VP of Product or something here at Viral Launch, so it’s always like my job to have all the answers, I feel like, and so we worked on this tool. We probably started working on like the main algorithm for relevance in September. We tried all this like working with a data scientist on natural language processing, and like so we did that for three months, so into like December – actually longer. We did that like through January, and then February we were still trying to make NLP work, natural language processing, work. It wasn’t working, wasn’t working, and there was so much pressure to like get this tool out. Like we’ve been working on it for so long. The front end was done. Anyways, finally we sat down. We spent a week having just breakthroughs on our algorithm, like quality standards, all of that. We finally figured it out Friday, right before the weekend, and that was like only a couple of weeks ago.
Yeah, that was not too long ago.
That was super exciting, though. So like as an entrepreneur it’s like this series of peaks and valleys, right? And so you’re going through the valley, you’re going through the valley, and it’s that effort. You know, it’s that consistently pushing through the hard times that gets you to those peaks. And I think the deeper the valley the better the, you know, the mountaintop, or the ascent to the mountaintop. So anyways, super rewarding once we finally figured it out, and now we know, you know, if it’s this difficult for us to figure out, hopefully it’s equally as difficult for competitors, like – and hopefully that means that much better quality for everybody. So I am feeling so good. I think this is going to be our most popular tool. I think this is going to be an absolute game-changer for sellers. So I am so stoked to see kind of feedback, see like the impact that this has on people’s businesses. You know, product discovery a super, super valuable because I think product selection is, you know –
It’s huge. It’s huge.
It’s like the single most make-or-break decision that you’re going to make when selling on Amazon. But it takes months and months for you to see the return, right? You come up with an idea through product discovery, but now you’ve got to get samples. You’ve got to find suppliers. You have to order it, and anyways, it’s like months and months until you actually see the return, whereas with Keyword Research there are so many keywords people aren’t finding right now because their like current keyword tools just aren’t surfacing them. And so by putting these things in your listing tomorrow, the next day, or within that week, you’re going to see results. And so I’m super excited to get these case studies back. I don’t know – and like – so again, this is a lot of personal stuff. Sorry if you’re not so interested, but like the team is growing. We’re at like 43 people or something now. And it’s so cool to see like we have a legit marketing team now. We have like a seven-person dev team. And so it’s so cool to see all these different, you know, departments working together. This is going to be our biggest launch so far. It’s so cool to just see, you know, Viral Launch continue to mature and everybody come together. Like I’m just so proud of this team. So all in all, long, long answer to that. Sorry, guys.
Announcing Viral Launch Keyword Research
Now just in case – okay, just in case you missed the intro or the announcement, basically Viral Launch, or whatever – everything Casey was talking about – Viral Launch has a new tool out based around keyword research, so finding accurate keywords to use in your listing, right? And we’ve just spent the past long time developing it, releasing it. Casey, how would you say – I mean we’ve had a couple product releases up to this point, but how would you say Keyword – that Keyword Research has differed? What’s different about this Keyword Research tool being released than the tools we’ve released in the past, just being the product release itself? So with our release for Product Discovery, what’s different about this time around?
Yeah, I mean we’ve just learned a lot of things around what has worked and what hasn’t, getting people’s attention, making sure – you know, for Keyword Research, I think, again it’s such a game-changer you would not believe. And I mean if you ever check out the tool you will really get to see kind of the difference, the night and day difference between what you’re using for your keyword research and our Keyword Research tool.
And you will like, I don’t know, be disappointed or upset that this is the data that you’ve been using versus like the actual data or what you should have been using, I guess. And so anyways, so I feel a deep sense of responsibility to make sure that the messaging is like perfect for this so that people can truly see like hey, no, this isn’t just marketing speak, but like this is going to be so much better for my business. And so I think there’s a lot of pressure on me, that I’m then trying to put on the team to make sure that we really get this perfect. But anyways, yeah, you know I think the product launch will be hopefully a better, like ramp-up period, getting people more and more excited. You know, we have a much bigger audience at this point, and hopefully people have just continued to realize, you know, Viral Launch is a data company. And yeah, so hopefully this is an easier sell to people because now you love and trust kind of what Viral Launch has been producing on the research side.
Right. Let’s jump back a little bit. So again, talking about just Keyword Research and the tool in general, what made you think that Viral Launch should or needed to come out with a Keyword Research tool?
Yeah, good question. Actually I want to preface first, so there’s a million keyword research tools out there, keyword tools out there for Amazon. I would really encourage you to at least, you know, listen to this podcast, even if it’s on 2X to get through it, like just at least check out the tool. I think you really owe it to your business. There’s so much that is different here, and I don’t want you to just pass it off as another tool. So anyways, why did we need Keyword Research? A lot of reasons. So like it has been – it has just always blown my mind. It has always been a goal of mine to, if somebody else didn’t do it, build a better version of Merchant Words, right? So not to hate so much on like the tool – like it’s so bad, right? So if you search like – we have all these just hilarious examples, right? So if you search –
Specific keywords that we’ve searched.
Right. Reading glasses, right? Reading glasses for babies, high search volume. Reading glasses for dogs, over 10,000 searches a month Merchant Words is estimating. You search eye cream, cat eye cream is I think like the second suggestion, saying there’s like 90,000 searches a month. If you search fish oil, fish oil diffuser – there’s no such thing – is one of the top suggestions. They say like 80,000 searches a month. And from these case studies that we’re doing, a lot of the time Merchant Words only has like 10% of the actual words that are related to the product or the market that you’re searching, and their volumes are so off. And so, so many times Merchant Words is suggesting words that don’t even – people aren’t actually searching on Amazon, but you’re prioritizing them. You’re putting them in the listing simply because intuitively they make sense. But you’re not really following the data.
And so we had to create Keyword Research because keyword tools are so important. We see so many people – like you cannot rank for keywords, high-volume keywords if you’re not prioritizing them well in the front end of your listing. Or if you don’t even have them in the front end of your listing how are you going to rank for them? And ranking, like driving sales through organic search, is the majority of people’s businesses on Amazon. Like this – you know we say the lifeblood of Amazon for like reviews, this is like the oxygen or something, you know? You absolutely have to have this, and this is what is, you know, really driving your sales is what keywords that you have in your listing. And these current keyword tools were just misleading people so bad. Or sure, maybe they have a bunch of good results, but you, for every good result there is like 100 bad results, and you’re spending hours sifting through these words.
And I think it’s an important perspective to point out – there is one thing I want to reemphasize that you said, but another thing that is important for listeners to understand is if you’re a listener and you’ve used a keyword research tool in the past, then you’ve been trained to not trust results, right? If you use whatever, one of these tools, you’re going to pull up results and you’re going to know – everyone that we’ve talked to has said this – you’re going to know 100% that some of these results are bogus, but you’re going to use it anyway because it’s the only thing available. So we wanted to change that, and it’s going to be, I think honestly maybe a little bit difficult for people to jump on board at first because they’ve been trained to not trust it. But this is actual data. It’s real data, and it’s something that you can trust.
The Most Relevant Keywords
Yeah, so like the two biggest selling points here, I think, are just the relevance of words. So you’re only getting words that are relevant to your listing. We even show a Relevancy Score so that you can see how relevant is this term to the term that I put in, right? And then second is the search volumes. So this is all data only from Amazon. We’re not using any kind of outside sources to build up the keywords, the volumes. Like you’re getting only good, high-quality data. And so the level of trust, like Cam is saying, is going to be kind of night and day difference. So yeah, I think it will be a bit of a learning process, but anyways, I mean you, like I said, you will see the differences here. And there’s a bunch of additional features, but yeah, we can just stay in the meat of it right now.
Let’s break down what’s – we talked about it a little bit already, but I want to get kind of a streamlined process going of what is wrong with current keyword tools, right?
So okay, what is one of the number one things that is wrong with keyword tools out there presently?
So I think across the board the biggest problem is that there’s so, so many keywords that these other tools are missing. And I’m not just talking about some long-tail keywords. I’m talking about high-volume, related words. So it’s so difficult right now – and this is where our big breakthrough was. It’s so difficult for you to – and this is why we originally were testing out natural language processing using semantic, finding these semantically-related words from content. It’s very difficult from a technical perspective to get the word first-aid kit and be able to come up with the word trauma bag and know that trauma bag is a related word that you should be prioritizing because first aid and kit, none of these seed words are in these, some of these other high-volume words. Like again, trauma bag or emergency kit, like that has kit, but emergency isn’t in first-aid kit. And so it can be hard for these tools to find these other words. And so we have some case studies. You would just not believe the number of words, important words, the volume that the majority of tools out there are missing.
You know, there is an example. We’re still finalizing the case studies completely, but anyways, just at a high level there is an example for eye cream, right? So we said there is 600,000 aggregate searches a month for all the keywords related to eye cream, so 600,000 – 540 related words, and the most popular keyword tool out there missed 450 words out of 540. The volume they missed was 475,000 searches out of 595,000. So what that means is either if you just typed in eye cream into this keyword tool, then you are missing out on, you know, a huge, huge percentage of volume, or you’re going to have to intuitively know to go search all these other words, and you’re going to have to spend a ton of time running all these other searches to try to get the comprehensive list. And then the fear sets in of how many words did you miss? You know, you have to spend all this time, as well. So the second most popular keyword tool – we don’t really want to name any names – but second most popular keyword tool missed 312,000 searches a month out of 595,000. So yeah, they missed like over half, right? And they missed 350 words out of the 540. So it’s like insane.
The tools that people are using are missing out on major, major search volume. And that’s a problem, number one. Second is time, right? So right now existing tools provide so many junk words, right? And I understand from a technical standpoint like it’s hard to get rid of these words. We’re making sure to return only highly-relevant words. At the same time able to get a very broad scope. So we are significantly reducing your keyword research time because we’re able to return only high-quality, relevant terms. And we’ll show you how relevant these terms are. And so if something has a very low Relevancy Score, then now you know, like okay, I shouldn’t be prioritizing this. And we have a priority score to help you do that.
It’s kind of a – it’s a compounding effect, right? So if you use – if you’re using other data tools, like you said before, just simply put, other tools from the data that we’ve accumulated, are not providing the full list of keywords that should show up for the keywords that you yourself are searching. And then from that you yourself have to put in more time double checking, cross-referencing all of those keywords to make sure that you’re getting the right ones in for your listing.
Yep, I would definitely say those are the two biggest ones. I mean obviously we have some features that solve some other problems, but yeah, I’m good with sticking with those.
Our Market Relevancy Calculation
Yeah. So okay, how then does – what does Keyword Research do, which is Viral Launch’s tool? What does Keyword Research do to get the most relevant terms, because it’s not about – it’s not all about volume, right? It’s also about relevancy. So it’s about pulling up a tool. A great tool is going to pull up all the words, or as many as possible, for related to the search term that you input. But it also is going to be so much better if the terms that are brought up are relevant to the keyword. So not only is it volume; it’s relevancy. So what does Keyword Research do to pull up volume, a lot of keywords, but not only that, keywords that are relevant for the term that people are searching?
Yeah, I mean we don’t want to share too much because we don’t want to allow other people to replicate what we’re doing. But essentially we have this entire – like you would not believe the amount of data that we’re crunching just to try to get this list of words. And so we have this huge kind of extraction process that is very difficult where we’re going and just getting an insane amount of words. Then we go and we have this even larger algorithm that goes and then scores each of these words to help give it this Relevancy Score. And then yeah, then we have our own process of getting the search volume for each of the words, both exact and broad.
And another thing – this is kind of like a, you know, side feature or whatever, but another thing that we’re doing that you’re not really going to find really anywhere else except maybe one tool or something, but is trend. So you know if you’ve used Market Intelligence or Product Discovery you know that we love data, right, especially understanding historical context so that we can better understand or predict where it’s going in the future. So we’re showing you the search volume trend. So you can see okay, you know, fish oil looks like a good market – it doesn’t, just so you know – anyways, fish oil looks like a good market, but search volume is like significantly declining. Or you know, this term is increasing very rapidly. You should definitely prioritize that. And so yeah, I don’t want to share too much about our process, but I don’t want to give too much away, but essentially it’s really focused on keyword aggregation, just getting a very, very – casting a very wide net. And then we pull in all these words, and then we go through them to look for the words that are winners, and then we throw out the ones that aren’t.
This tool is – Keyword Research is really designed to improve the Amazon seller experience when it comes to keyword research and just creating a listing in general, right? So Casey, what are your favorite features of the tool that are going to help listeners of the show or just Amazon sellers in general?
Yeah, so I mean we’re continuing to talk about it. The things I’m most proud of are just the breadth of words we have, what we call all these horizontal words where you search eye cream, but then you get face moisturizer, right, or moisturizer for face, like you get eye gel, right? So you get all these words that are similar, but like maybe what we call horizontal words that maybe don’t share any of the seed words. So I’m really proud of that. So the quality, the breadth, and then I really love the trends just because I like seeing where everything goes. Usually these search terms report, give like hundreds and hundreds of words, which is awesome that we have all these long tails in there.
And then one thing that we haven’t talked about yet is our Opportunity Score. So to date we’ve always looked at keywords in two lights, right, is this relevant, and then what is the search volume. But what we haven’t really taken our time to do, just because manually it can take a long time or just a decent amount of work, is looked at these keywords from a strategic standpoint. So how are my competitors prioritizing these words? How difficult is it to rank not just by, you know, how many units I need to sell, but by how other sellers are prioritizing these words. So if, for example, nobody had fish oil in their title, they didn’t even have it in their bullets, all they had was fish oil in their description, it would be so much easier for you to rank for fish oil if you had it in your title. And so there would be this, you know, strategic arbitrage opportunity for – so maybe fish oil isn’t the best example. Let’s take burp less fish oil, for example. So burpless fish oil, a decent volume keyword, and let’s say nobody, none of the top-ranking burpless fish oil listing, or results for burpless fish oil, have that keyword in their title. And there’s still good volume. Nobody has it in their title. So that’s an awesome opportunity for you to prioritize it, put it at the beginning of your title, run some promotions for it. But you’re going to be able to rank a lot easier than if everybody else had it in their title. And so we’re showing you what we call this Opportunity Score which shows you, you know, how well, or to what degree, are the top sellers for this keyword prioritizing the keyword.
How to Use Opportunity Score
And our hope here is that, let’s say you do happen to be in the fish oil market, which I really hope you aren’t unless you have, you know, a good amount of money. But anyways, so let’s say you are in this fish oil market. Well, there’s plenty of words out there that other people are not prioritizing that still get decent amount of volume, so you can more easily rank for those words, build up your sales and just continue to climb up the ladder, right? So go after burpless fish oil because there’s good volume and nobody has it in their title, or only a couple people do. Then go after this other mid-volume keyword that has good volume but people only have it in their bullet points, or a couple people have it in their title. Like basically we’re showing you this Opportunity Score so that you can strategically look at words from a volume perspective, from a relevancy perspective, but also from a how are my competitors leveraging this word.
In other words, what are people, what keywords are people searching for that competitors are not putting or prioritizing in their list, basically?
Yeah, yeah, completely. And then right now we still have a lot to do with this tool, actually two other features. One, I like seeing we’re aggregating all the exact search volume for the word to show you, okay, fish oil, for example, has you know, 500,000 searches a month and then, you know, whatever, omega-3 has X number – like so it’s really cool to go and see what the total number of potential impressions are for this keyword or this market that you’re thinking about entering, right? So the last one is sponsored ad suggested bid, and so this is, again, another cool opportunity for you to identify these arbitrage opportunities, right? So if you see there’s a ton of search volume on this keyword but the suggested bid cost is really, really low for a keyword – boom. There’s an opportunity for you to go get in on a high-volume keyword while paying less than, you know, market average across the board for that kind of volume. So that’s one of our premium features. But again, basically we’re trying to build this very comprehensive tool to help you identify these arbitrage opportunities. Where can I easily rank because no one’s prioritizing it? Where can I easily bid on keywords or do it, you know, cheaply because nobody else is? Yeah.
Integration with Viral Launch Software
One of the things I’m really proud of with the tool, and I’m honestly looking forward to in the future just for Viral Launch in general is an integration between the tools. So we’re actually working on integrating Keyword Research with our other tools, Product Discovery and Market Intelligence, which will provide you – honestly it will save a lot of time. One of the goals with this tool, again, is just saving time and money. And so as you’re using something like Market Intelligence you’ll be able to look at the market data for a keyword, but also will be able to kind of cross reference keyword data at the same time. That’s just – I’m looking forward to future integrations with the tools that we’ve come out with or just kind of further implement with the current tools we have.
That should be live when the tool goes live. So if you’re listening to this podcast, then yeah, Keyword Research should be integrated with Market Intelligence. It should be integrated with Product Discovery. Basically what that means is you run, you know, Market Intelligence on the fish oil market or page, then you’ll see obviously Market Intelligence data, but you’ll also get to see what the search volume is exact and broad for those keywords. So I think that’s huge. No other tool is doing that. And so it’s like basically the way to get access to that is you have to have a subscription to Market Intelligence. You have to have a subscription to Keyword Research. And then second, yeah, we throw this into Product Discovery, and I think I’m super, super excited about this, the reason being is for the first time ever you’re going to be able to look for markets where the search volume is high but sales are low. And what this means is opportunity markets where customers are coming and they’re looking for this particular product, but they’re not finding anything interesting. They’re not finding what they’re looking for.
So take, for example, grill brush with LED lights, right? Like let’s say everybody wants to brush their grill at night and they want lights and whatever, right? So if there were, you know, 20,000 searches for grill brush with LED lights, but there’s very few sales for the products that are ranking for them, then that means that there isn’t a good grill brush with LED lights, well so I would imagine. There are some other factors that are in there. But anyways, it’s a really cool opportunity for you to find these underserved markets, and you just can’t get that anywhere else. And again, the way that you get this integration is you have to have this Product Discovery subscription and the Keyword Research subscription, and then they work kind of in unison there. So yeah, I forgot about the combination or the integration, and I’m really excited about that.
Yeah. Casey, is there anything else you want to let our listeners know about Keyword Research?
No, not really. I mean we’re – next step, phase 2 is we’re working on a listing building feature, which is really going to hopefully help you prioritize words, based again on opportunity, volume, help you to make sure that you’re writing the best listings possible. But yeah, I think that’s about it.
Look forward to it. If you haven’t yet, go check out the tool. If you even haven’t yet, go create an account on our website. There is a free trial for the tool. So really if you haven’t yet, go to our website, create an account, check out a free trial. You will be blown away. We also are going to have a couple different resources on YouTube, and we’re going to be putting up more content for Keyword Research as well, so keep an eye out for that.
Well, that is all for this week. Thank you so much for joining us on Follow the Data. For more insights and reliable information on how to succeed on Amazon, subscribe to the podcast and check us out on YouTube. I have a series of Product Discovery walk-throughs up on our channel that will really help you understand how to best leverage the tool. In fact, I just posted a new video about how to use the new Product Discovery search presets. So if you want to check it out just search Viral Launch on YouTube, go to our page and look for my face.
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