Let’s Talk About Which Types of Keywords Amazon Sellers Should Use to Boost Search Ranking and Capture More Traffic

20251126082338160
20251126082338160

As an Amazon seller, you need to understand the four key types of keywords used in Amazon listings: main (core) keywords, long-tail keywords, and backend keywords.

1. Core Keywords

Core keywords are the main search terms customers type into Amazon’s search bar most frequently.

Example:
On a cold winter day, if you’re dreaming of summer sunshine and want to find a good book to read, you might type:

“best summer reads.”

Amazon’s algorithm will then recommend a list of the most relevant books based on this core search term.

Core keywords are usually 1–3 words long, so they’re also called short-tail keywords.
They are extremely important because they carry massive search volume, meaning countless shoppers use these terms every day. Naturally, the competition is also intense.

Despite the competition, core keywords are essential — they help your product surface in major search results and increase overall listing relevance.

Example:
If you’re a Kindle Direct Publishing (KDP) author publishing a light-hearted beachside mystery, you might select “best summer reads” as your core keyword.

Amazon will then categorize your book accordingly. After that, you can combine core keywords + long-tail keywords + backend keywords to target more specific audiences.

2. Long-Tail Keywords

Long-tail keywords are the more detailed search terms customers use when they know exactly what they’re looking for.

Example comparison:

  • Core keyword: best summer reads
  • Long-tail keyword: Every Summer After by Carley Fortune

When you type this into Amazon, the autocomplete dropdown will generate additional long-tail keyword suggestions such as:

  • Every Summer After Carley Fortune Kindle
  • Every Summer After Kindle Unlimited

Pay close attention to this autocomplete feature — the dropdown provides many relevant keyword ideas you absolutely should use.

3. Backend Keywords

Backend keywords are search terms invisible to shoppers but readable by Amazon’s algorithm.
Amazon gives sellers a special backend field where these keywords can be added.

Backend keywords allow you to include relevant terms that wouldn’t be appropriate to display on your product page, such as:

  • Misspellings
  • Translations
  • Synonyms
  • Related descriptive terms

For example, take the keyword search “Every Summer After by Carley Fortune.”
You’ll notice a common Amazon phenomenon: spelling mistakes.

A top search term might appear as:

Every Summer After by Carly Fortune (incorrect spelling)

If the publisher wants to capture traffic from this misspelled search query, they should include it in the backend keywords.

How to Build the Perfect Keyword List

So, where should you look to find the best keywords for your Amazon listing?

Here are highly recommended tools:

  • Ahrefs
  • Google Keyword Planner
  • Jungle Scout – Keyword Scout
  • Perpetua – Sonar
  • Helium 10
  • SellerApp
  • AMZ.one

You can also use niche-specific tools like Publisher Rocket, ideal for KDP authors researching Kindle Store keyword demand.

Using these tools is straightforward:
Simply input a core keyword or topic.

Example:
If you wrote a romance novel for Amazon KDP, you could type:

“Kindle romance books”

Tools like Ahrefs even allow keyword research directly within Amazon (besides Google, Bing, and YouTube).

When we tested “romance books for Kindle” in Ahrefs, it instantly generated a large number of core keywords, long-tail keywords, and backend keyword ideas.

With this information, you’ll clearly understand which keywords your Kindle book — or any other product — should target.

Your Keyword List Should Contain:

✔ 3–5 Core Keywords
Highly competitive, high-volume, and your primary ranking targets.

✔ 10–20 Secondary Keywords
Lower search volume but easier to rank for — great for supplementary traffic.

✔ 10–30 Long-Tail Keywords
Lower competition and more specific, meaning higher buyer intent and better conversion rates.

✔ Up to 250 Bytes of Backend Keywords
Amazon provides a 250-byte limit (about 250 characters if you use English letters and numbers only).

Once your keyword list is ready, you can start building an optimized Amazon listing.

How to Use Keywords Correctly in Your Amazon Listing

You might now wonder: Where do I place these keywords?

First rule:

Use each keyword only ONCE.

Keyword stuffing doesn’t help — it hurts ranking and may even cause your listing to be suppressed.

Proper keyword placement:

✔ Product Title

Use your 3–5 core keywords here.

✔ Bullet Points

Add your secondary keywords + long-tail keywords.

✔ Product Description

Include any remaining secondary or long-tail keywords not used above.

✔ Backend Search Terms

Place your 250-byte backend keyword set here.

✔ Q&A Section

You can naturally include long-tail keywords while answering customer questions.

Avoid Keyword Stuffing — Seek Buyer Feedback Instead

If you’re unsure whether your description is appealing or persuasive, we recommend using PickFu to create an Open-Ended Poll among Amazon Prime shoppers.

Ask them questions such as:

  • “Is this description clear?”
  • “Is it appealing to you?”
  • “What would you change?”

They give brutally honest feedback.

Another strong method is a Head-to-Head Poll, where your listing competes directly against a competitor’s listing.
Ask which listing they prefer and why.

These voters may not understand Amazon keyword strategy — but they are your real customers. Their insights are often the most valuable feedback you’ll ever receive.

If most voters choose your competitor’s listing, it’s a clear sign that you need to optimize immediately.

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