Keyword research is the foundation of every profitable Amazon PPC campaign. The right keywords mean lower ACOS, higher conversion rates, and better organic ranking. The wrong keywords mean wasted spend and frustrating optimization sessions.
For a deeper dive, see our PPC ACoS guide.Here's the complete keyword research system we use, from discovery to activation, built on data from 200+ campaigns across 30+ categories.1. Source #1: Auto Campaign Data
Run an auto-targeting campaign for every product for at least 4 weeks. This is the cheapest source of keyword data because Amazon shows your ads for free — you only pay when someone clicks.
After 4 weeks, download the Search Term Report and segment terms into:
- High conversions (CR > 5%): Move to exact-match manual campaign. These are proven winners.
- High clicks, low conversions: Check if the search term is actually relevant. If yes, the issue is your listing, not the keyword.
- High spend, high ACOS: These terms are stealing your budget. Either optimize bids downward or add as negatives.
2. Source #2: Reverse ASIN Analysis
Enter your competitors' ASINs into the PPC Analyzer. The report shows every keyword that drives traffic to those ASINs, along with estimated search volume and bid range.
Export these keywords and cross-reference with your auto campaign data. Keywords that appear in BOTH sources are high-priority targets — they have proven search demand AND competitive intent.
3. Source #3: Amazon Search Suggestions
Type your core keyword into Amazon's search bar and record every suggestion. These are Amazon's internal recommendations based on real customer search behavior.
For "yoga mat", Amazon suggests: "thick yoga mat", "extra long yoga mat", "non slip yoga mat", "yoga mat for men". Each suggestion is a real search term with proven volume.
4. Building Match Type Strategy
Exact Match (15-20% of keywords): Your proven high-converting terms. Bid aggressively because you know these work. Monitor impression share — if below 50%, increase bid.
Phrase Match (30-40%): Close variations of your winners. "moisture wicking sports bra" will also show for "best moisture wicking sports bra for women". Moderate bids.
Broad Match (40-50%): Discovery keywords. Use broad match to find new search terms you haven't considered. Lower bids to control costs while exploring.
5. Negative Keywords: The Profit Protector
Negative keywords are as important as positive ones. Every irrelevant click costs you money.
Always-negative terms: "free", "cheap", "used", "refurbished", "DIY", "how to", "repair", "parts".
Brand negatives: If you're not Nike, negative-match "Nike" so you don't pay for branded searches from customers who only want Nike.
Review your search term report weekly for the first 8 weeks of a new campaign. After that, bi-weekly checks are sufficient.
6. When to Add Keywords vs Kill Them
Add when: A keyword has 50+ clicks and a conversion rate above 3%. Start with phrase match at moderate bids.
Pause when: A keyword has 100+ clicks with zero conversions. Move to phrase or exact match first as a test.
Kill when: A keyword has 200+ clicks, $100+ spend, and ACOS above 100%. Add as negative exact.
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