When finding the best keywords to optimize your Amazon listing, the trick is understanding what your potential customers are searching for and how Amazon’s algorithm works. Here’s how you can nail it:

Start with Amazon’s Search Bar: One of the simplest ways to find relevant keywords is to type your product’s main feature or category into Amazon’s search bar. The autocomplete suggestions are pure gold because they’re based on what people are searching for. For example, if you sell reusable water bottles, start typing “reusable water bottle,” and you’ll see suggestions like “reusable water bottle for kids” or “reusable water bottle stainless steel.” Those are highly searched terms.

Analyze Competitors: Look at the top-performing listings in your category. Check out their titles, bullet points, and descriptions. They’ve likely already done the heavy lifting with keyword research. Tools like Helium 10 or Jungle Scout can help you reverse-engineer their backend keywords, but even manually reviewing their copy can give you solid ideas.

Leverage Customer Reviews and Q&A: Dive into your competitors' listings' reviews and questions sections. Customers often use their own words to describe the product or features they care about. These phrases can make excellent long-tail keywords because they’re natural and specific.

Use Keyword Research Tools (But Don’t Rely on Them Alone): Tools like Helium 10, Jungle Scout, or even free ones like Keyword Tool (Amazon version) are useful for generating a list of keywords. They provide search volume data, which is helpful for prioritization. However, don’t get stuck using tools only—balance data with common sense. Sometimes, less obvious, lower-volume keywords convert better because they’re more specific.

Think Like a Customer: This might sound obvious, but put yourself in your customer’s shoes. How would you search for your product? What problem is your product solving? For instance, if you sell ergonomic office chairs, customers might search for “office chair for back pain” or “comfortable chair for long hours.” These problem-solving phrases often convert better than generic ones.

Backend Keywords (Search Terms): Don’t forget the “hidden” backend keywords in Seller Central. You can add alternative spellings, related terms, or even keywords in other languages (if your product appeals to multilingual audiences).

Test and Adjust: Keyword optimization isn’t a one-and-done deal. Monitor your listing’s performance and tweak it as needed. Tools like Amazon’s Brand Analytics or A/B testing features (if registered as a brand) can show you what’s working. Keep an eye on your click-through and conversion rates—they’re your best indicators of keyword success.

Don’t Keyword Stuff: Avoid cramming every keyword into your title or bullets. Amazon prioritizes readability and user experience. Use the most important keywords naturally and strategically. A clean, easy-to-read listing will always perform better than one overloaded with awkward keyword placement.

I hope that helps!