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Amazon’s autosuggest search feature.
For instance, does someone searching for “mushroom farm” want to buy one of those kits that lets him grow mushrooms in his home, or does he want information on growing mushrooms in general? Maybe he wants to know which areas of the country produce certain kinds of mushrooms based on the location of mushroom farms.
As the largest ecommerce site and de facto product search engine, Amazon is an important place to optimize product content. However, since Amazon doesn’t share keyword data with its merchants, optimization is very difficult.
A report on Amazon keywords from MerchantWords.
A new breed of keyword tools has emerged to determine which keywords are most valuable to Amazon merchants. All of these tools use Amazon’s autosuggest feature to collect the keywords that people commonly search for on Amazon. Autosuggest, as shown below, enables customers to choose a search phrase suggested based on what they were typing, instead of having to type in the entire search phrase.
You can use Google’s keyword data from the keyword planner as a proxy for optimizing Amazon content. However, it’s likely that shoppers search differently on a purely ecommerce site than they do on an all-purpose search engine.
Price: Free trial with a limit of three keywords per day; $16 lifetime basic subscription; other options available.
One of the features that this tool has that I haven’t seen elsewhere is that it also prompts autosuggest for additional keywords by appending the keyword you entered with each letter of the alphabet one at a time and scraping those autosuggest phrases.
Each of these tools provides a piece of the data, but none provides the full picture. If I were building an Amazon keyword tool, I’d want the following combination from all five.
Google Keyword Planner.
SEO Chat uses a three-stage process. Type in a keyword, or part of a keyword, and the tool will proceed to scrape the words that Amazon autosuggests in its search box. The image below shows the first stage results for “mushroom kit.”
None of these tools provides the data we truly need: keyword data from Amazon itself. In the absence of that data, the tools above offer some insight as we work to drive as many Amazon customers as possible to purchase our products.
Still, the rank data is interesting, and I’d love to use it as a mashup with SEO Chat’s keyword suggestions and Google Keyword Tool’s monthly searches data. You need at least the $16 lifetime license to get data on more than three keywords per day, so consider that as you’re evaluating the tool.
MerchantWords is the only major keyword tool that provides the ability to narrow the search to a specific Amazon category and reports the dominant categories in which products that match those searches are found, as shown below.
SEO Chat Keyword Suggest Tool.
However, the tool goes so deep that I’m not sure it will ever complete. If it takes an hour to get to 96 percent completion on “mushroom kit,” how long would a broader keyword take to complete?
Also, I couldn’t find an export button. Perhaps a button appears when the report finishes running, but again, I’m not sure how long that would take. You can just copy and paste into a spreadsheet since all the data seems to load on a single page. But that’s clumsy and leads to formatting issues when you paste it into Excel.
I appreciate the feature that allows you to remove types of words. In the image above, I clicked on “kitchen” and “décor,” among others, to make the keyword set more relevant. This is a brilliant feature that all keyword tools should offer.
However, MerchantWords uses an algorithm to determine the number of searches in Amazon per month for keywords related to the word or phrase you enter. I am suspicious of the monthly numbers shown.
In Google, ecommerce searches with purchase intent and informational searches are blended together. But consumers on Amazon are definitely searching with purchase intent. So using keyword data from the Google Keyword Planner without applying some sort of Amazon filter presents a skewed picture of the types and numbers of searches conducted for products on Amazon.
Read a more detailed description of what the tool does here.
Enter your base term and the tool will create a list of the most popular keyword phrases that all start with your core term – using Google, Amazon, YouTube, and Bing "Suggest" data bases. The information you get from the Google keyword suggestion tool (by Jim Boykin) can be used for content opportunities and more.
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