Running a successful Amazon PPC campaign starts with choosing the right keywords. Without the right keywords, your ads may not reach the right audience, leading to wasted ad spend and low conversions. Finding high-performing keywords ensures that your products appear in relevant searches and attract buyers ready to make a purchase.
In this guide, we’ll break down how to find the best keywords for your Amazon PPC campaigns and optimize them for better results.
Why keyword research is crucial for Amazon PPC
Amazon is a search-driven marketplace, meaning shoppers type in keywords to find products. If your PPC ads are not targeting the right keywords, they won’t reach potential buyers. Proper keyword research helps you:
- Improve ad visibility
- Reduce wasted ad spend
- Increase conversions and sales
- Stay ahead of competitors
Without strategic keyword selection, you might spend money on ads that don’t generate sales. Now, let’s dive into the best ways to find high-performing keywords.
Use Amazon’s search bar for keyword ideas
One of the easiest ways to find keywords is by using Amazon’s own search bar. When you start typing a product-related word, Amazon suggests popular search terms based on real customer queries.
How to do it:
- Type in a broad term related to your product
- Note down the auto-suggestions
- Use these as potential keywords for your PPC campaigns
For example, if you sell wireless earbuds, typing “wireless earbuds” may show suggestions like:
- Wireless earbuds noise cancelling
- Wireless earbuds with microphone
- Bluetooth wireless earbuds for running
These suggested phrases indicate what shoppers are actually searching for, making them valuable for your PPC campaigns.
Analyze competitor listings and ads
Your competitors have already done some keyword research, so why not learn from them? Checking top-ranking listings and sponsored ads can give you insights into high-performing keywords.
How to do it:
- Search for a product similar to yours on Amazon
- Look at the titles, bullet points, and descriptions of top listings
- Identify common keywords that appear frequently
- Check the keywords used in sponsored product ads
If multiple competitors use a keyword, it’s likely driving traffic and sales.
Use keyword research tools
Manual research is helpful, but keyword tools can give you even more data. There are several tools available that can help you find relevant keywords, estimate search volume, and analyze competition.
Popular keyword research tools for Amazon PPC:
- Helium 10 – Provides search volume estimates and competitor keyword data
- Jungle Scout – Helps identify trending keywords and track performance
- MerchantWords – Offers a large database of shopper search terms
- Amazon’s Keyword Planner (via Sponsored Ads) – Shows keyword suggestions and bid estimates
Using these tools allows you to find hidden keywords that you may not discover through manual research alone.
Focus on long-tail keywords
Long-tail keywords are longer and more specific phrases that have lower competition but higher conversion rates. Shoppers using long-tail keywords usually have a strong buying intent.
Examples of long-tail vs. short-tail keywords:
| Short-Tail Keyword | Long-Tail Keyword |
| Running shoes | Best running shoes for men with arch support |
| Yoga mat | Extra thick non-slip yoga mat for home workouts |
Long-tail keywords may get fewer searches, but they are more targeted and often lead to better conversions.
Use negative keywords to refine targeting
Negative keywords prevent your ads from showing for irrelevant searches, helping you save money. If your product is not relevant to certain searches, adding negative keywords ensures you don’t waste your ad budget.
How to find negative keywords:
- Look at your search term report in Amazon Ads
- Identify irrelevant or low-converting keywords
- Add them as negative keywords to your campaign
For example, if you sell wireless earbuds but don’t offer noise-canceling features, you might add “noise-canceling” as a negative keyword to avoid clicks from the wrong audience.
Monitor and adjust keywords regularly
Finding the right keywords is not a one-time task. You need to track performance and make adjustments based on data.
Key metrics to monitor:
- Click-Through Rate (CTR) – Are people clicking your ad?
- Conversion Rate (CVR) – Are those clicks turning into sales?
- ACOS (Advertising Cost of Sale) – Are you spending efficiently?
If a keyword has a high CTR but a low conversion rate, it may not be relevant to your product. Adjust your keyword list based on these insights.
Consider working with Amazon PPC experts
Managing Amazon PPC campaigns can be time-consuming, especially when it comes to keyword research and optimization. Many sellers choose to work with Amazon PPC management services to handle their campaigns efficiently.
These experts:
- Research high-converting keywords
- Optimize bids and budgets
- Analyze performance data
- Implement negative keyword strategies
By outsourcing PPC management, you can focus on growing your business while professionals handle your ads.
Optimize your listing for organic ranking
A well-optimized product listing can improve both organic and paid visibility. Implementing Amazon SEO services ensures that your listings rank higher in search results, reducing your reliance on paid ads.
To improve your Amazon SEO:
- Use high-ranking keywords in your title and bullet points
- Write a clear and keyword-rich product description
- Add backend search terms in your seller account
Optimizing your listing helps you rank better in organic searches, lowering your ad spend over time.
Final thoughts
Finding the best keywords for Amazon PPC requires research, testing, and continuous optimization. Start by using Amazon’s search bar, analyzing competitors, and leveraging keyword tools. Focus on long-tail keywords for better conversions and use negative keywords to avoid wasted ad spend.
If PPC management feels overwhelming, consider working with professionals who specialize in Amazon PPC campaigns. Additionally, investing in Amazon SEO services can boost organic rankings and reduce your need for paid ads.
A strong keyword strategy will help you reach the right customers, increase sales, and grow your Amazon business efficiently.
