How to use strategic Amazon keywords to increase eCommerce sales

In 2021, Jeff Bezos announced that Amazon has more than 200 million Amazon Prime members worldwide — a staggering jump from previous milestones. While sources debate the actual number of sellers on the platform to meet the demands of shoppers, we can assume that it’s in the millions. For any small- to medium-sized eCommerce business, Amazon is one of the most powerful places to sell your goods. But with the competition larger than ever, how can your product stand out?

When selling on Amazon, understanding keywords is critical to success. Amazon’s algorithm is powered by keywords — including those in your product descriptions — and having your product rank high in a potential customer’s search makes the difference as to whether or not your sales increase. Follow these tips to make sure your business has an advantage over the competition.

Understand the difference between your Amazon audience and other audiences

You likely already have a basic understanding of SEO as it applies to your website or Google Ads. This knowledge will give you a great foundation for writing product descriptions on Amazon, but it’s important to understand that audiences on Amazon are different than those on Google — meaning you can’t simply copy what’s working well on Google and assume it will bring you the same success on Amazon. When using a search engine, customers are often looking for information. They want to find out what products are on the market, how much they typically cost, which features they have, and common brand names. When using Amazon, customers are ready to buy. They’ve done the research and are much closer to making a purchase. For this reason, it’s extremely important to make sure your Amazon product descriptions include keywords that will match a user who is just one click away from making a purchase.

Use a mix of generic and specific keywords

Amazon buyers come in two camps. There are those who are looking for a general product but don’t have something specific in mind — a bird feeder, for example. You’ll also have customers who know exactly what they want, as in a green squirrel-proof bird feeder with a spinner. General keywords (“bird feeder”) will put you in a broad category with high traffic but also a ton of competition. Specific keywords (“bird feeder squirrel-proof spinner”) will result in less traffic, but a higher click-through rate, as these customers are more niche and closer to making a purchase. Use a mix of generic and specific keywords to capitalize on both of these audiences, gain exposure, and increase sales.

Do your keyword research

You might have a good idea of which major keywords apply to your products, but how do you know what specific keywords rank high on Amazon? Doing keyword research is critical to increasing traffic to your Amazon product pages. There are two easy ways to research:

1. Use the Amazon search box to look up your main product’s general keywords. Then, look to see which words appear in the autocomplete drop-down. These are popular keywords associated with your product.

2. Use an Amazon keyword research tool. When it comes to third-party keyword research tools, there are a number of free options (Keyword Tool, Sonar) as well as paid options (Ahrefs, SellerApp). Each will provide you with insight into keywords related to your product. Just remember to use an Amazon-specific keyword research tool — not one designed for Google search terms.

More Amazon keyword best practices:

• Be descriptive, but not emotional. Amazon can dock your listing for using opinionated, immeasurable words like “amazing,” “best,” or “fantastic.” Instead, describe the features of your product for what they actually are.

• Only use keyword phrases once in your product listing. Unlike with Google, using the same phrases repeatedly throughout your product listing or page won’t influence your ranking. Save the space to write additional important information about your product that helps it stand out from the crowd.

• Research your top competitors. See what keywords they’re using to give you ideas for high-ranking keywords. Remember to use your research as inspiration only — never copy and paste another company’s product description.

Increasing your Amazon sales through strategic keywords is a great way to scale your eCommerce business, especially if you’re looking to grow into international markets. As your sales increase — and as your client base grows to include foreign currencies and international customers — your time and energy might take a hit.

At this crucial juncture, it’s important to look for a global payments solution to help streamline your growing business. A partner like Lian Lian Global can help by screening and verifying international transactions, keeping your business aligned with local compliance regulations, and providing payment transparency — leaving you with time to focus on your business.

Scale your eCommerce business today with LianLian Global.