Amazon Search Keywords
Amazon search keywords are the words and phrases shoppers type into Amazon's search bar, and sellers use them to match product listings and ads to those queries.
What I’d do first
- Start keyword research from the product itself, not from a list of popular terms.
- Place the most important keywords in the title, bullets, and description — naturally.
- Use backend search terms only for new, relevant keywords not already on the page.
- Monitor the Search Term Report weekly to refine your keyword strategy.
- Prioritize relevance and buyer intent over raw search volume.
I've seen sellers waste months chasing volume instead of relevance. Don't be that person.
The path I'd take
- Brainstorm seed keywords from the product itself — think characteristics, materials, benefits, use cases.
- Mine shopper language using Amazon's search suggestions and related searches at the bottom of search results.
- Analyze competitor listings — look at their titles, bullets, and backend search terms (view page source and search for 'searchTerms').
- Use a keyword research tool to get search volume, competition, and relevance scores. Focus on terms with high relevance and moderate volume.
- Place keywords naturally in the title (most important), bullets, and description. Avoid stuffing.
- Fill backend search terms with synonyms, misspellings, and related terms that didn't fit on the page — but don't repeat what's already there.
Watch-outs
- Chasing high-volume keywords that aren't relevant. A million searches mean nothing if shoppers bounce because your product doesn't match.
- Keyword stuffing in titles and bullets. Amazon's algorithm penalizes unnatural repetition, and customers find it off-putting.
- Ignoring the Search Term Report. This report shows which queries actually drove clicks and sales. Use it to add new keywords and add negatives for irrelevant ones.
- Treating backend terms as a dump for on-page keywords. Backend terms should cover new ground — synonyms, variants, use cases — not repeat what's already in your listing.
What I got wrong
Early on, I loaded my backend search terms with every keyword I could think of, including ones already in my title. I thought more was better. Turns out, Amazon ignores duplicates, and I wasted space that could've covered new relevant terms. Also, I ignored the Search Term Report for months. When I finally checked, I found a handful of long-tail queries driving most of my sales — and I wasn't even targeting them in my ads. Lesson: data beats intuition, and the report is free.
Next step
Quick answers
How many backend search terms can I add?
Amazon allows up to 250 bytes (roughly 40-50 words) in the backend search terms field. Use it for synonyms, misspellings, and related terms not already in your listing.
Should I repeat keywords in backend terms if they're already in the title?
No. Backend terms should only contain new, relevant keywords that aren't already on the page. Repeating wastes space and doesn't help.
What's the difference between broad, phrase, and exact match?
Broad match shows your ad for any related search. Phrase match requires the keyword phrase in order. Exact match only shows for the exact keyword or close variants.
Sources
Primary documentation is linked directly. Anything commercial is marked nofollow.
- Amazon Ads: How to Start and Improve your Keyword Strategy — Primary Amazon guidance on keyword strategy, search term reports, match types, and adding negative keywords.
- Amazon Ads: What is Keyword Targeting? — Explains how keyword targeting works and how search term reports inform optimization.
- Amazon Seller Central: Amazon SEO — Official seller guidance on finding keywords, using search suggestions, and adding backend search terms.
- Amazon Seller Central: Amazon Keyword Research — Official overview of keyword research, placement, and performance monitoring.
Notes from Callum Bennett.