The Only Amazon Keyword Research Tutorial You’ll Need Today (For PPC & Listing Optimization)

When it comes to running profitable Amazon PPC campaigns or building a high-performing listing, everything starts with keyword research.

Without the right keywords, you’re basically showing up to the wrong party, and no matter how great your product is, you won’t get the right traffic or sales.

In my conversation with Isaac Gross from IG PPC, we went step-by-step through the exact process he uses for clients.

Isaac’s approach is based on first-party data (directly from Amazon) mixed with smart competitive analysis and common-sense buying intent checks.

In this article, I’ll share the insights from that conversation, and explain how you can apply them today to improve both your PPC and your organic ranking.

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Step 1: Start with First-Party Data

First-party data means information Amazon itself gives you, and it’s the most reliable source because it reflects what’s really happening on the platform.

Isaac’s top sources are:

1. Brand Analytics – Shows you the top keywords customers are using and which ASINs are getting clicks and conversions.

1. Product Opportunity Explorer – Helps identify trending keywords and products in your category.

1. Search Query Performance – For established products, this shows exactly how your listing is performing for specific searches.

While tools like Helium 10 and Data Dive are still valuable for additional insights, Isaac prefers starting with Amazon’s own data whenever possible.

Get Helium 10 Free Account + Best Discounts Here

Learn how to get the most out of Amazon's Brand Analytics data using Helium 10: Helium 10 Amazon Brand Analytics (ABA) Tutorial

Step 2: Reverse Engineer Competitors

Here’s where things get interesting. 

Using Brand Analytics, Isaac identifies the top competitors in your niche, the ones dominating sales for your target product.

Example: Let’s say you sell a garlic press.

1. Step 1: Find the ASINs of the top sellers for that keyword.

2. Step 2: Enter those ASINs into Brand Analytics.

3. Step 3: Amazon will give you a list of keywords driving the most sales to those ASINs.

These aren’t just guesses, they’re the terms customers are actually using before buying from your competitors.

That means they’re proven sales-driving keywords.

Check out a smart technique that reveals which keywords are driving sales for your competitors: FIRE Amazon Keyword Research Hack With Helium 10 Cerebro - Detailed Tutorial

Step 3: Prioritize Keywords by Search Volume and Relevance

High search volume is good, but only if the keyword is actually relevant to your product.

Isaac warns against targeting broad keywords that sound appealing but don’t have strong buying intent for your exact product.

Example: If you sell coffee cups, the keyword “cup” might have massive search volume.

But many searchers could be looking for plastic party cups, wine glasses, or mugs; not coffee cups.

That mismatch means low conversion rates and wasted ad spend.

To check relevance, Isaac looks at the top three clicked ASINs for a keyword in Brand Analytics:

1. If at least 2 of the 3 are similar to your product, the keyword is worth considering.

2. If they’re totally different, skip it, even if the volume looks tempting.

Get FREE PPC Audit From Isaac Here!

Step 4: Understand Buying Intent with Conversion Share

Buying intent matters as much as relevance.

Isaac uses the conversion share metric in Brand Analytics to measure it.

1. A good buying intent keyword has the top three ASINs capturing around 30% combined conversion share. That means people searching for that keyword tend to buy products like yours.

2. A low buying intent keyword might have only 10–15% combined conversion share. That usually means shoppers are browsing, not buying; or their needs are too varied.

Special note: For products with many variations (like shoes or multiple color options), conversion share can look artificially low because customers often click one variation but buy another. Keep that in mind before discarding a keyword.

If you want a clearer view of how variations influence these numbers, this breakdown will help: Which Amazon Variation Sells the Most?

Step 5: Avoid “Vanity” Keywords with Poor ROI

Some keywords might look impressive (such as “Christmas gift” or “gift for Christmas”) because of their huge search volume.

But if the buying intent is low, your ads won’t convert well, you’ll burn budget, and you won’t rank organically.

Instead, focus your early efforts on keywords that are both relevant and high-converting.

You can always test broader terms later when your listing already has traction.

If you're wondering whether this type of spend really pays off, here’s a helpful perspective: Is Amazon PPC Worth the Cost? Real Talk on Amazon Sponsored Products!

Step 6: Build Your Final Keyword List

Once you’ve filtered for relevance and buying intent, it’s time to put together your final keyword list.

This list should guide both your PPC campaigns and your listing optimization.

Isaac recommends grouping your keywords into three tiers:

1. Primary Keywords – Your most relevant, highest-buying-intent keywords. These should have strong search volume and high conversion share. Example: “stainless steel garlic press.”

2. Secondary Keywords – Still relevant but with slightly lower volume or more niche focus. Example: “garlic press with cleaner.”

3. Long-Tail Keywords – Lower volume but very specific searches that often have high conversion rates. Example: “ergonomic handle garlic press for arthritis.”

This tiered approach helps you target the right mix of terms without diluting your budget on irrelevant clicks.

If you want to understand how placement affects visibility, this is worth a look: What Is Top Of Search In Amazon PPC And How To Make The Most Out Of It

Step 7: Structuring PPC Campaigns Around Keyword Value

Once you have your list, don’t just dump everything into one campaign.

Structure your PPC campaigns to match keyword value:

1. Exact Match for Primary Keywords – Allows you to control spend on your highest-priority terms. You’re telling Amazon, “Show my ad exactly for this search.”

2. Phrase Match for Secondary Keywords – Captures searches that include your keyword but may have slight variations.

3. Broad Match (with caution) for Long-Tail Discovery – Use negative keywords to filter out irrelevant traffic and find hidden opportunities.

Here's a clear comparison that shows how these match types behave in real campaigns: Broad vs Phrase Match in Amazon PPC Ads Optimization

Isaac also suggests running competitor targeting campaigns (bidding on your competitor’s ASINs where you know their main keywords overlap with yours).

This lets you appear directly on their product pages.

Get FREE PPC Audit From Isaac Here!

Step 8: Integrating Keywords Into Your Listing

Keyword research isn’t just for PPC, it’s just as important for organic ranking.

The keywords you target in your ads should also be present in your listing.

Here’s where to place them:

1. Title – Include your main primary keyword naturally at the beginning. Make sure it still reads well for humans.

2. Bullet Points – Sprinkle in secondary keywords while focusing on product benefits.

3. Product Description – Use a conversational tone, and mix in long-tail keywords where they fit naturally.

4. Back-End Search Terms – Place relevant keywords you couldn’t fit into visible copy. Avoid repetition of words already in the title.

By aligning your PPC keywords with your listing content, you’re reinforcing to Amazon that your product is highly relevant for those searches.

If you want to see how visuals support your listing and keyword strategy, this guide walks through it: How To Add Images In Product Description On Amazon? [A+ Content]

Step 9: Monitor, Refine, and Expand

Keyword research isn’t a one-time task.

Once your campaigns are running, use Amazon’s Search Term Reports to see which keywords are actually driving sales.

From there:

1. Increase bids on high-performing keywords.

2. Add negative keywords to block irrelevant traffic.

3. Test new keywords discovered through broad match or competitor analysis.

This constant refinement keeps your PPC efficient and ensures you’re staying relevant as search behavior shifts.

A Practical Example

Let’s say you’re launching a stainless steel garlic press.

1. Primary Keywords: “stainless steel garlic press,” “garlic crusher stainless steel,” “metal garlic press.”

2. Secondary Keywords: “garlic press with cleaner,” “garlic mincer heavy duty.”

3. Long-Tail Keywords: “garlic press for arthritis,” “easy clean garlic crusher.”

You’d run exact match ads on your primary keywords, phrase match on your secondary, and a broad match discovery campaign for your long-tails; all while making sure these terms are present in your title, bullet points, and back-end keywords.

Over time, your ad data will reveal which of these terms convert best, letting you double down on winners and cut the rest.

Final Takeaway

The beauty of Isaac’s approach is that it’s grounded in real Amazon data, not guesswork.

By starting with first-party metrics, validating relevance and buying intent, and building campaigns around proven keywords, you’re setting up both your PPC and your organic ranking for success.

This isn’t about chasing every high-volume keyword you can find.

It’s about being strategic, choosing the right battles, and giving Amazon every reason to rank your product higher.

Until next time, 

Vova :)

P.S. Watch my full interview with Isaac for more insights:

Or, if you prefer reading, here’s this same interview in an easy to follow written format: How To Launch A Product On Amazon - With Isaac Gross From IG PPC

Get FREE PPC Audit From Isaac Here!