Plenty of keyword tools will hand you a list of high-volume search terms. The problem: volume isn’t the same as intent, and intent is what turns ad spend into orders. Here’s how we actually research keywords for an Amazon account.
Start with intent, not volume
A keyword’s job is to put your product in front of someone ready to buy that thing. So before chasing the biggest numbers, sort keywords by intent:
- High intent — specific, product-defining terms (“stainless steel insulated water bottle 32oz”). Lower volume, higher conversion.
- Mid intent — category terms (“water bottle”). High volume, broad, more expensive.
- Low / research intent — informational (“how to stay hydrated”). Rarely worth paid spend.
The money usually lives in the high-intent, specific terms — they convert better and cost less per sale, even with smaller volume.
Where to find real keywords
Don’t rely on a single source. Triangulate:
- Your own search term reports — the highest-signal source you have. These are real searches that already led to clicks and sales on your listings.
- Auto campaigns — let Amazon’s algorithm discover terms for you, then harvest the winners into manual campaigns.
- Competitor detail pages and reviews — the exact language shoppers use to describe the problem your product solves.
- Amazon’s own search suggestions — start typing and see what real shoppers search for.
- Keyword tools — useful for volume and discovery, but treat them as a starting point, not gospel.
Turn research into structure
Keywords are only as good as the campaign structure around them:
- Move proven, high-intent terms into tightly themed exact-match campaigns where you can bid precisely.
- Keep broad and auto campaigns running as discovery engines to keep finding new terms.
- Add negative keywords so discovery campaigns don’t cannibalize your exact-match winners.
- Group keywords by intent and theme so your bids and budgets map to how shoppers actually search.
Good keyword research is never “done.” The terms that convert shift with seasons, competitors, and your own catalog — so harvesting and pruning is an ongoing loop, not a one-time setup.
Want a keyword strategy built around buyer intent, not vanity volume? Request a free audit.