What Are Keywords?

Welcome to Eazyppc‘s first guide on “Keywords”—a critical element that directly impacts your business results on Amazon. While keywords are not the only factor that determines success, choosing the right terms can help you reach the right customers and improve your sales.

Through practical experience, Eazyppc has found that keywords play a role just as important as product quality in optimizing business performance. Therefore, understanding how to select and analyze keywords is a crucial step in building an effective sales strategy.

Here is a simple formula to help you visualize the importance of keywords for your Amazon business:

Keywords x Product = Business Results

A common challenge for new Sellers is not dedicating enough time to keyword research before sourcing inventory. This can lead to inaccurate market assessments, which in turn negatively affects PPC advertising performance and the ability to achieve organic rank.

Here are a few issues you might encounter if you don’t research keywords thoroughly:

• High advertising costs: If a keyword is highly competitive, maintaining traffic can be expensive, eating into your profit margins.
• Selecting products that don’t match customer needs: Without careful keyword analysis, you might choose products with overly high competition or low market demand.

Therefore, researching and analyzing keywords before sourcing products not only helps minimize costs but also increases your chances of success when selling on Amazon.

We can break down the relationship between keywords and products into the following three parts:

1/ Step Into the Buyer’s Shoes

Before researching keywords, put yourself in the customer’s position. Amazon shoppers can generally be divided into two groups:

• Group 1: Searching for products directly on Amazon.
• Group 2: Searching for products on other platforms before being redirected to Amazon.

In this article, we will focus on the group of customers searching for products directly on Amazon, as this is the most critical segment for your keyword strategy.

2/ Customers Searching Directly on Amazon

The majority of customers use the Search Bar to enter keywords and find their desired products:

Two important factors regarding the search bar:

• High purchase intent: Customers using the search bar usually have a specific need and are actively looking for a product.
• More precise searches: Results returned based on keywords make it easier for customers to find the exact product they are looking for.

Additionally, customers can search for products by navigating the Category menu below the Amazon logo. However, this method is often more complex because it requires sifting through a vast category system:

3/ The Relationship Between Keywords and Products on Amazon

Keywords and products on Amazon are closely connected, because keywords are how customers express their shopping needs. Analyzing keywords helps you understand customer behavior and optimize your business strategy.

For example:

• Broad keyword: “collagen powders” indicates a general need for a collagen supplement powder.
• More specific keyword: “collagen peptides powder chocolate” indicates a more detailed need—the customer wants to buy collagen powder with a chocolate flavor and in peptide form.

Amazon’s search results will vary for each keyword:

As such, you need to ensure that your products match keywords with high customer demand and strong purchasing power. In the following guides, Eazyppc will walk you step-by-step through researching and shortlisting keywords to help you make more accurate business decisions.