- Amazon keyword research tools at a glance
- Ten Amazon keyword research tools to try
- Pick a tool by what you're doing
- Where Amazon says the spare keywords go
- A simple keyword routine for a new listing
- Relevance beats volume
- Signs your keywords are off
- My plain advice on Amazon keywords
- Frequently asked questions
An Amazon keyword research tool shows the words shoppers type into Amazon's search bar, so you can put them in your title, bullets, description and back-end search terms. Some suggest keywords from autocomplete, some reveal a competitor's keywords and some track your rank. Choose by whether you're launching, optimising or tracking. Ten options follow, in no particular order.
On Amazon, the right words decide whether a shopper ever sees your product. Google keyword tools don't tell you much here, because people search a shop differently from the web.
The ten tools below cover free keyword suggesters, full seller suites, book keyword tools and browser extensions. They're listed alphabetically and in no particular order, and every description comes from the vendor's own website, read this week. If you also sell through your own site, my guide to keyword research without tools covers the Google side.
Amazon keyword research tools at a glance
I checked the free plan column on each tool's own website or app store listing, as of Oct 2026. Yes means the page says the tool, or a plan or version of it, is free. Trial only means a time-limited trial. Not stated means the pages I read named neither, even where there's a button inviting you to start, so check the vendor's page before you sign up.
| Tool | Type | Good for | Free plan |
|---|---|---|---|
| Ahrefs | Free Amazon keyword tool | Quick free keyword ideas for a product | Yes |
| Helium 10 | Amazon seller suite with reverse ASIN lookup | Seeing the keywords a competitor ranks for | Not stated |
| Jungle Scout | Amazon seller suite with Keyword Scout | Keyword research inside a full seller toolkit | Not stated |
| Keywords Everywhere | Keyword research browser extension | Search data while you browse Amazon | Yes |
| KeywordTool.io | Keyword suggestion tool for Amazon | Autocomplete keyword ideas with a free version | Yes |
| MerchantWords | Amazon keyword research data | Amazon search data for brands and agencies | Not stated |
| Publisher Rocket | Amazon keyword and category tool for books | Keywords for book and KDP listings | Not stated |
| Sellerise | Amazon seller tools with keyword tracking | Rank checks after a launch | Trial only |
| SellerSprite | Amazon market and keyword data tool | Keyword data in a browser extension | Trial only |
| ZonBase | Amazon FBA software | Rank-ready keywords for new listings | Trial only |
Ten Amazon keyword research tools to try
Ahrefs
Best for: New sellers who want free Amazon keyword ideas from an SEO company before they pay for a seller suite.
Helium 10
Best for: Private label sellers who want a reverse ASIN lookup that shows the keywords driving a competitor's listing.
Jungle Scout
Best for: Anyone who already uses one suite for product research and want Amazon keyword research in the same account.
Keywords Everywhere
Best for: Marketers who want keyword data shown in the browser as they search Google, Amazon, eBay and Etsy.
KeywordTool.io
Best for: Listing writers who want long lists of Amazon autocomplete keyword ideas, with search volume on the Pro version.
MerchantWords
Best for: Sellers who want Amazon keyword research data, including a look at brand new searches, to plan listings and ads.
Publisher Rocket
Best for: Self-published authors who want Amazon keywords and categories for their book listings, with unlimited keyword searches.
Sellerise
Best for: Launch teams who want keyword hunting, rank tracking and search query data alongside reviews and PPC dashboards.
SellerSprite
Best for: Data-minded sellers who want Amazon market and keyword data, a browser extension, an API and an MCP connection for AI tools.
ZonBase
Best for: New FBA sellers who want a simple keywords tool for rank-ready listing keywords next to a sales estimator.
Pick a tool by what you're doing
- Free ideas before a launch: Ahrefs or KeywordTool.io.
- Seeing a competitor's keywords: Helium 10.
- Research inside a full seller suite: Jungle Scout or SellerSprite.
- Planning ads and listings with search data: MerchantWords.
- Book and KDP listings: Publisher Rocket.
- Tracking rank after launch: Sellerise.
- Simple keywords for a first FBA listing: ZonBase.
Where Amazon says the spare keywords go
Amazon's own Sell on Amazon guide says you can add keywords to a product's catalogue data as back-end search terms, in the Generic keyword field in Seller Central. They aren't visible to customers, but they can still help a product rank for specific searches.
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That's the home for synonyms, abbreviations, alternative names and other spellings that would read badly in a title. A keyword tool helps you find them. The back-end field is where you put the ones that don't fit naturally on the page.
A simple keyword routine for a new listing
- List the words you'd type to find your own product.
- Run them through a keyword tool and keep the relevant ones.
- Check which keywords your closest competitors rank for.
- Put the most important terms in the title and first bullet.
- Move the leftovers and synonyms into the back-end search terms.
Relevance beats volume
A keyword with huge search volume is useless if shoppers searching it want something else. They'll click, see your product isn't what they meant and leave, and that tells Amazon your listing doesn't match the search.
Pick the terms a buyer of your exact product would use, even if they're smaller. My notes on keyword research on your competitors show how to borrow what's already working for others.
Signs your keywords are off
- Lots of views, few sales. The keywords attract the wrong shoppers.
- No views at all. The main term isn't in the title.
- Competitors rank for terms you don't. Check their listings.
- Your title reads like a list. Move extras to the back end.
Do you make an Amazon keyword research tool? Tool makers can ask to be considered for a featured place on this list.
My plain advice on Amazon keywords
Start with one free tool and your own common sense before you sign up for a suite. Build a list of twenty terms a buyer would really type, check them against your top three competitors and write the listing around the five that matter most.
Revisit the list after a month of sales data. The words that bring buyers are the ones to keep.
Frequently asked questions
What is an Amazon keyword research tool?
It's a tool that shows the words shoppers type into Amazon search, so you can use them in your listing and back-end search terms.
Where do back-end search terms go?
Amazon's seller guide says they go in the Generic keyword field in Seller Central, and customers can't see them.
Are there free Amazon keyword tools?
Yes. Some tools on this list say on their own pages that a free version or free tool is available.
Should I repeat keywords in the title and back end?
There's little point. Use the back-end field for synonyms and terms that don't fit naturally on the page.
Do Google keyword tools work for Amazon?
Not well. People search a shop differently, so use a tool built on Amazon search data.
How often should I redo keyword research?
After launch, then whenever sales change or new competitors arrive.
