Last updated on 3rd January 2024 at 21:28 by Alex Nicholas

Every Amazon search starts with a keyword search within the search bar, and whether or not you show up depends not only on your sales velocity and reviews but also on how well your products are optimised.

Let’s face it, practically every niche on Amazon is competitive these days. Long gone are the days where you can simply list your product(s) and expect sales. In fact, to reach your potential customers and be successful you must have a basic understanding of how Amazon’s algorithm works (or hire someone who does), and this includes choosing the right keywords to use within each product listing.

Succeeding on Amazon depends on getting a number of the basics right, from the off. This includes making sure that your products visibility is given the best chance through making sure there are the following:

Enough search volumes to make sure there are enough customers in your niche
Making sure that your product keyword is in the right places such as your product titles, product description and form part of your backend keywords

How important are keywords to the Amazon a9 algorithm?

At the heart of winning on Amazon is the flywheel that is product sales + reviews, it's really quite straightforward. However, listing quality and listing optimisation is also critical if you want to succeed in the Amazon marketplace. The best way to do this is to look at your competitors' keyword and their keyword ranking and see if it's a good keyword for your product.

Amazon SEO is relatively straightforward once you get the hang of it due to the way it handles search queries and longtail keyword searches, and luckily, there are a number of ready-made software solutions that will make your life easier as an Amazon seller by taking the guesswork out of your efforts. So without ado let’s take a look at the best Amazon keyword selection tools on the market, including the tools I use as an Amazon SEO specialist who’s optimised hundreds of listings.

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Helium 10 – keyword suggestions from the best Amazon seller software on the market.

There's no denying that there is a range of keyword tools, product research, reverse ASIN lookup, and Amazon keyword tools out there to try. But to be honest, none of them hold a candle to Helium 10.

Helium 10 has consistently stayed on top of the pack when it comes to tools for Amazon sellers due to two critical factors.

Firstly, they understand the Amazon marketplace better than any other software provider, not only because of their technical ability but because they employ people who actually sell on the marketplace.

Secondly, they're constantly evaluating and updating their products as Amazon evolves. Here's an overview of just some of the tools they offer within their software suite:

  • Cerebro & Magnet – these two tools alone will allow you to optimise your product listing by removing the guesswork. They provide keyword ideas and keyword suggestions in super quick time in an easy-to-understand format.
  • Black box – Enables you to carry out product research to see if your ideas are worthwhile and to find profitable products to sell
  • Trendster – Gives you sales trends of products. This is especially helpful if you sell seasonal products
  • Index checker – Check to see if your products are showing up in the search results for your top keywords almost instantaneously.
  • Adtomic – A powerful AI-powered tool that's designed to maximise your PPC campaigns and will allow you to perform a PPC audit whilst keeping an eye on your Amazon ACOS
  • Keyword tracker – To quickly and easily see where your products are ranking

But seeing as this article is about Amazon keyword research, let's focus on Helium 10's keyword research products.


Cerebro is quite possibly the most popular offering by Helium 10. It offers you strategies to grow your product sales directly off the back of the top sellers. It is the best tool for replicating growth efficiently and predictably. It can help to implement already successful keywords on your products and is the best way to get ahead of your competition. Users can quickly increase their position on the Amazon search results in just a few clicks.

Want to know what search phrases people shopping on Amazon are using to find a product? Of course you do, and Cerebro can help you do just this. Just enter your or your competitor’s ASIN and this keyword research tool will provide hundreds or thousands of Cerebro keyword research suggestions.


It provides a list of the most valuable keywords for your product page. You just need to add a “seed” keyword and it will fetch the most relevant and detailed results. Magnet will then show you the search volume, magnet IQ score, match type, ASINs targeted in sponsored and headline search ads on those keywords, as well as the Amazon,  recommended keywords, and organic keywords. Magnet is possibly the best keyword research tool available for sellers today.

Magnet is a tool allows users to test highly relevant keywords on Amazon's marketplace including search volume. It has the most extensive database amongst it's competitors and allows you to find search terms that are relevant to your listing in no time at all.

Helium 10 has quickly become a key player in the Amazon software solution market, and with good reason. It's very powerful and packed full of insanely useful tools that let you dig deep into other sellers' listings to see what keywords they're using to drive most of their sales.

Helium10 will take you straight to the heart of the top listings and allows you to cherry pick the best of everything, resulting in the ultimate listing from a keyword point of view.

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This well-designed piece of software is ideal for anyone who takes selling on Amazon seriously, however, you will need to spend some time understanding exactly how it works and how to get the most out of it, but once you get your head around how to use it most effectively you'll be well on your way to massive sales volumes.

For example, Cerebro is just one of their useful tools that allow you to get straight to the heart of the keywords that matter. Simply add in a high-ranking competitor's ASIN and find out what keywords really matter.

amazon keyword research


Sonar is a free keyword research tool from the talented guys at Sellics, and if you've read my Amazon PPC guide you'll know that Sellics is a great tool that all serious Amazon sellers should at least consider when it comes to maximising their PPC campaigns.

amazon keyword research

Sonar isn't the most detailed or comprehensive tool on the market but it most definitely is a great place to start. Simply add an ASIN into it's search box and it'll reverse engineer it and provide you with all of the relevant keyword data. And with a database of over 70 million keywords pulled directly out of Amazon you're likely to gain great insight into what keywords your competitors are using.

Merchant Words

Since the end of December 2012 Merchant Words have consistently set about building an enormous database of keywords across all of the major Amazon marketplaces throughout the world, making it (in my opinion) one of the most important pieces of Amazon software on the market for sellers that list on more than one marketplace.

The number one feature of Merchant Words is it's ability to provide you with keyword volumes and keyword ideas/phrases for your listings. In fact, I've changed product direction a number of times based solely on the keyword volume and competition data produced by Merchant Words.

amazon keyword research

Try MerchantWords Now

Prices range from $29 to $149 per month.

Viral Launch

Viral Launch has a range of Amazon tools all under one roof, including it's Listing Analyzer & Listing Builder tool. It's a handy keyword research tool that gives you recommendations on ways you can optimize your listings to get the most out of them, thus increasing the profitability of your listings.

amazon keyword research

This all-in-one software package ranges from $50 to $166 per month, however, the Pro version will be more than enough for most brands.

Try Viral Launch Now


Selling online is tough, especially when starting out. However, you absolutely can get off to a winning start by choosing the right keywords and optimizing your listings correctly from the outset.

Each keyword tool in this article is slightly different from the others and each offers something the others don't. What's not in question here is that you simply cannot make sales on Amazon without a well thought out keyword strategy, so please don't blindly add keywords to your listings on the assumption that you know what people are searching for, use the information, and data provided by the latest and most up to date software on the market.