Ignite Your Amazon Rankings: 6 Sets of Questions for High-Performance Keyword Research

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Amazon keyword research plays a pivotal role in the success of your product listings on the platform. By strategically identifying and incorporating relevant keywords, you can significantly enhance the visibility of your products, attract more potential customers, and ultimately increase sales. Here's a comprehensive guide with questions you can ask yourself as you navigate through the process of conducting thorough Amazon keyword research:


Understand Your Product and Audience:


Start by understanding your product and its features, as well as your target audience. Identify key attributes, benefits, and use cases of your product.


Let’s use a Baby Toy Product as our sample product. Here are the possible questions you can ask:

  • Features: Is the toy safe for teething babies? Is it waterproof? Made of wood?
  • Product: Is the toy for babies only or also for toddlers? What is the size of the product?
  • Key Attributes: Is the baby toy giftable? Is it washable? Type of Plastic?
  • Benefits: Is the toy good for learning and cognition?
  • Use: Is the product for bathtime only?


With a thorough understanding of this aspect of your product, you may then proceed to identifying the next step - the Seed Keywords.


Brainstorm Seed Keywords with Amazon Autocomplete


Make a list of seed keywords related to your product. These are general terms that describe your product and are relevant to your target audience.


Seed Keywords are usually composed of 2 or 1 words and are usually connected with other additional descriptive words that can form long-tailed keywords.


Ask yourself these questions when identifying your Seed Keywords:

  • Is the product appropriate for this set of babies? (Example: Baby toys 1-3 months vs Baby toys 12 months+)
  • Is the product gender specific?
  • Is the toy made for certain educational models? Montessori, etc.


Use the Search Engine of Amazon to get the specific keywords they suggest as Seed Keywords for your product.


Once you choose one keyword out of these suggested keywords, you can then compare your keywords as they are used by the competitors in the search results.


Analyze Competitor Listings


Examine product listings of your competitors in the same category. Identify keywords they are using in titles, bullet points, and descriptions. Pay attention to high-performing listings.


For example, Baby-related keywords are essential to be included (and repeated) on the entire listing for baby-related products.


Questions you can ask while doing Competitor Research:

  • Is there a common keyword denominator with similar and direct competitors for your product?
  • Is the common keyword denominator not only repeated in the title but also in bullet points and A+ Content?
  • Do they construct the title, bullets, and product description with keyword-rich copy?


Answering these questions helps lead you to the type of voice you wish to incorporate into your product copy and your branding.


Utilize Keyword Research Tools


Keyword research tools specific to Amazon, such as Helium 10, Jungle Scout, or AMZScout, help support and explore additional keyword opportunities. These tools provide insights into search volume, competitiveness, and related keywords.


Questions to ask while scouting for tools:

  • What is the most valuable software that you can utilize for your varied keyword extracting needs?
  • Does the software have online tutorials you can check out so you can decide better which one fits your preferences?


Expand Keyword List with Synonyms and Variations


Expand your keyword list by including synonyms, alternative spellings, and variations of your seed keywords. Consider different ways customers might search for your product.


Questions to ask:

  • Does your product come in different color or size variations?
  • Does the competitor include their variations only in the title for their copy?
  • Were you able to extract variation translations on your tool?


Optimize Product Listing, Monitor Performance and Iterate


Incorporate selected keywords strategically into your product title, bullet points, product description, and backend search terms. Ensure that the keywords flow naturally and provide valuable information to customers.


Regularly monitor the performance of your product listings using Amazon's analytics tools or third-party software. Track keyword rankings, conversion rates, and overall sales. Adjust your keyword strategy based on performance data.


Questions to ask yourself while optimizing the Listing Copy:

  • As a customer, what do you look at in each listing when purchasing items online?
  • Did you incorporate the seed keywords in the title and secondary in the bullet points and description?
  • Were you able to highlight the main features of your product in the bullet points, and at the same time use the keywords you got from the research?


By continually monitoring and following these steps, you can conduct effective keyword research for your Amazon product listings, improve visibility, and increase the chances of reaching your target audience.

Master Amazon Sales with Best Sellers Rank (BSR)

By William Fikhman • October 2, 2025
If you’re selling on Amazon, understanding how your product performs compared to others in your category is essential. The Best Sellers Rank (BSR) is one of the most powerful tools for sellers who want to track product performance, spot trends, and make smarter business decisions. In this guide, we’ll dive deep into: What BSR is and why it matters How BSR is calculated and how it differs from search ranking Practical strategies to improve your BSR How to use BSR to make informed product, pricing, and marketing decisions How a Chief Marketplace Officer can help you leverage BSR for growth By the end, you’ll know how to grow sales, optimize listings, and make data-driven decisions using BSR. What Is Amazon Best Sellers Rank? The Amazon Best Sellers Rank (BSR) is a metric that shows how a product ranks compared to similar items in its category. You can find it on the product detail page under “Product Information.” BSR scores fluctuate frequently because they reflect real-time sales performance . A lower number means a higher rank — for instance, if a satin sheet set ranks #4 in Home & Kitchen , it’s the fourth best-selling product in that category at that moment. Products that meet a sales threshold may also earn the Best Seller badge , which helps them stand out to shoppers as top performers. This badge can boost trust and credibility , increasing clicks and conversions. How Is BSR Calculated? Amazon calculates BSR using sales volume data , with recent sales weighted more heavily than older sales. Key points about BSR: BSR does not account for page views or customer reviews . Products may have multiple BSRs if listed in different categories. Rankings vary by Amazon marketplace — #1 in the US may differ in the UK or Japan. Understanding these nuances helps sellers interpret BSR correctly and use it as a strategic metric rather than just a number. BSR vs. Search Ranking BSR and search ranking are often confused but are different: BSR shows rank within a category based on sales. It can place your product on Amazon Best Sellers lists. Search ranking determines visibility in organic keyword search. A high BSR doesn’t automatically mean high search ranking, and a high search ranking doesn’t guarantee a top BSR. Both are influenced by sales, but you should optimize each metric to maximize visibility and revenue. 5 Proven Ways to Improve Your BSR Since BSR is closely tied to sales performance , increasing your sales is the fastest way to improve your rank. 1. Select the Most Relevant Category Pick the most specific and accurate category. Narrow categories make it easier to rank higher. For product variations, assign parent and child ASINs to the same category to consolidate sales. 2. Optimize Your Product Listings Listings are your primary conversion tool: Titles & Keywords: Use descriptive titles and target high-traffic keywords Images & Videos: High-quality visuals increase engagement Descriptions & Bullet Points: Highlight features, benefits, and unique selling points A+ Content: Showcase your brand story with images, comparisons, and charts 3. Price Competitively Pricing affects conversions and sales velocity. Experiment with bundles, promotions, and dynamic pricing tools like Automate Pricing . 4. Drive Sales with Marketing & Advertising Boost sales with PPC campaigns, social media, influencer partnerships, product bundles, and seasonal promotions. 5. Focus on Customer Engagement Prompt responses, follow-ups, and excellent support lead to positive reviews and repeat buyers, indirectly improving BSR. How a Chief Marketplace Officer Can Boost Your BSR Chief Marketplace Officer (CMO) can play a pivotal role in improving your Amazon BSR by providing strategic oversight across every aspect of your marketplace operations: Data-Driven Insights: CMO monitors BSR trends and related metrics like conversion rates, clicks, and sales volume to make informed decisions about product strategy. Category & Listing Optimization: They ensure products are categorized correctly, listings are optimized for both SEO and conversion, and A+ Content is leveraged effectively. Pricing & Promotion Strategies: CMO helps craft dynamic pricing strategies, promotional campaigns, and bundling techniques that drive sales velocity — directly boosting BSR. Marketing & Advertising Oversight: CMO coordinates marketing campaigns, PPC ads, influencer partnerships, and social media initiatives to maximize reach and sales. Customer Retention & Loyalty Programs: By implementing strategies like subscription models or loyalty programs, CMO ensures repeat purchases, which strengthen BSR over time. Competitor Analysis & Benchmarking: CMO keeps an eye on competitors’ BSR trends and adjusts strategies to maintain or improve ranking. With a CMO guiding your Amazon strategy, BSR becomes more than just a number — it becomes a strategic tool to grow sales, improve visibility, and strengthen your brand . How to Leverage BSR for Growth BSR provides actionable insights for sellers looking to scale: 1. Product Research & Trend Analysis Use Best Sellers and Movers & Shakers lists to identify trends. Spot high-demand products, analyze reviews, and discover opportunities to differentiate your offerings. 2. Track Key Sales Metrics Monitor impressions, clicks, click-through rates, and repeat purchases alongside BSR. This helps with inventory planning, sourcing, and catalog expansion. 3. Use Brand Analytics Registered brands gain access to insights on customer behavior, search terms, and performance metrics. Tools like A+ Content and Brand Stores enhance product pages, boost engagement, and drive repeat sales. Ready to Take Your BSR to the Next Level? BSR is a powerful benchmark for sellers who want to understand sales trends, optimize listings, and grow their Amazon business strategically. Combined with tools like Brand Analytics, A+ Content, Brand Registry, and guidance from Chief Marketplace Officer , BSR can become a cornerstone of your success. Next steps for sellers: Become an Amazon seller if you haven’t yet Enroll your brand in Brand Registry for advanced tools Use IP Accelerator to secure a trademark quickly Consider partnering with a CMO to implement data-driven strategies that boost BSR and sales By actively monitoring and optimizing your BSR with strategic guidance, you can identify winning products, track trends, and scale your Amazon business effectively .

Build & Protect Your Amazon Brand

By William Fikhman • October 2, 2025
On Amazon, products compete side by side — and what makes yours stand out is your brand . Strong brand management doesn’t just boost visibility; it builds trust, loyalty, and long-term sales. This guide breaks down: The 3 pillars of brand management The role of a brand manager (or seller wearing that hat!) How to make brand management work for your Amazon business 7 proven strategies to grow and protect your brand Real brand success stories Key takeaways you can apply today What Is Brand Management? Brand management is how you shape your business in the eyes of shoppers. It means building a clear identity, positioning your products effectively, and creating consistent customer experiences that inspire loyalty. Done right, it transforms one-time buyers into repeat customers who remember your name — not just your product. The 3 Pillars of Strong Brand Management 1. Brand Personality Think of this as your brand’s “character.” Your colors, product photos, packaging, and even listing copy should all speak with one voice. A strong personality makes your brand recognizable and trustworthy. 2. Brand Assets From logos and storefronts to packaging and reviews, your assets tell your story. Manage them carefully to maximize impact. Remember: great reviews and word-of-mouth are some of your most valuable intangible assets. 3. Brand Strategy Your roadmap to success. A strong unique selling proposition (USP) sets you apart from competitors and should shine across your listings, A+ Content, and Storefront. The Role of a Brand Manager (Yes, That’s You!) Amazon sellers often wear many hats — and brand manager is one of them. Your job is to: Keep listings, ads, and storefronts consistent Track KPIs like conversion rates and repeat purchases Guide your business as it grows Adapt your brand to stay relevant with shifting customer trends How Brand Management Works on Amazon Your focus changes as your business grows: Launch Stage: Build identity and start awareness Growth Stage: Scale listings, ads, and reviews Maturity Stage: Expand SKUs and maintain consistency Rebrand Stage: Refresh identity when needed to stay ahead The key is consistency at every stage — balanced with flexibility to adapt. Signs Your Brand Management Is Working Sales and conversions are trending upward Customers recognize your brand name Reviews show positive sentiment Your Amazon Store and product pages feel cohesive You’re expanding into new products or categories If growth stalls, it might be time for a strategy refresh. 7 Strategies to Build and Protect Your Amazon Brand 1. Define Your Mission and Values Clearly state what your business does, why it’s unique, and what value you deliver to customers. For example, if you emphasize sustainability, highlight eco-friendly materials on your Amazon listings and storefront. 2. Build Clear Branding Guidelines Create a brand kit with your logo, fonts, tone, and colors. Apply it consistently across packaging, A+ Content, and advertising so customers instantly recognize you. 3. Create a Winning Marketing Plan Do your research, know your audience, and use the right channels. On Amazon, combine PPC ads with organic optimization and off-Amazon traffic like social or email campaigns. 4. Collaborate with Influencers and Ambassadors Partner with creators or loyal customers who love your products. Amazon Live is a powerful way to connect with audiences in real time and boost visibility. 5. Monitor and Measure Performance Track KPIs with Amazon Brand Analytics . Use customer surveys and social feedback to fine-tune your positioning. Regular brand audits keep you aligned with your goals. 6. Reward Loyalty Retention drives profit. Use Subscribe & Save, exclusive deals, or bundles to keep customers coming back. Exceptional customer service is the best loyalty driver of all. 7. Protect Your Brand Register your brand with Amazon Brand Registry to stop counterfeiters. Stay alert with regular market analysis and have a crisis plan ready to safeguard your reputation. Examples of Great Brand Management Eco-friendly sellers highlight sustainability to connect with conscious shoppers. Lifestyle brands team up with influencers to expand reach quickly. Amazon-native brands use A+ Content, Amazon Stores, and Registry to build trust and scale fast. Key Takeaways for Amazon Sellers Strong brand management builds trust, recognition, and loyalty. Focus on personality, assets, and strategy. Use Amazon tools like Brand Registry, Brand Analytics, and A+ Content to your advantage. Apply the 7 strategies consistently to grow and protect your brand. Audit your listings for consistency, refresh your Amazon Store, and explore Amazon’s brand-building tools to give your business the edge it needs. Conclusion Brand management is key to increasing awareness, driving customer engagement, and building lasting brand value. To maximize results, partner with a Chief Marketplace Officer (CMO). Schedule a Zoom call or contact us today — we’ll guide you through market positioning, strengthen customer relationships, and protect your brand’s reputation to ensure long-term growth and success.