On Amazon, your product will either appear on the consumer's search page or on a competitor's page. How can you find your first keywords and related products to sponsor yourself on?
Keywords are the words or phrases you add to your campaign if you want your product to get to specific shopper searches. But, how can you decide what keywords to use to appear the most on shopper pages? Where can you find these keywords?
Visit the pages of the competitors and create a table with their titles and pick up the most frequent keywords. Let's see an example:
Title: HYDRATE Tracker 900ml Straw Water Bottle - with Motivational Time Markings, BPA-Free
Extracted keywords: Straw Water Bottle
Title: Chilly's Bottles | Leak-Proof, No Sweating | BPA-Free Stainless Steel | Reusable Water Bottle | Double Walled Vacuum Insulated | Keeps Cold for 24+ Hrs, Hot for 12 Hrs
Extracted keywords: BPA-Free Stainless Steel, Reusable Water Bottle
Title: Mango Water Bottle With Straw - 900ml Motivational Time Markings - BPA FreeSports Bottles With Flip Nozzle And Leakproof Cap
Extracted keywords: Water Bottle With Straw, Sports Bottles, BPA Free Sports Bottles
Make sure your product is relevant to the keywords you found. For example, if your bottle is without a straw, do not add "bottle with straw".
This process is done automatically by Advigator. So, now that you know it, you can forget it.
Your product page is expected to contain the most relevant keywords, so I can take them from the title, bullet points, descriptions, and user reviews.
The "Amazon's Choice" badge is assigned to the product that generates the most sales from that keyword. Therefore, you can see which are the most frequent keyword choices between your competitors and use them as your keywords. This way, even though your competitor receives traffic stably from that keyword, you'll promote your product to take away his market shares.
You can find the Amazon's Choice keyword on the product detail page, under the title.
Other than in the search page, the aim of your brand is to be present with an ad on a competitor’s product detail pages.
You can find the “best seller rank” on your product detail page, in “Additional Information”.
To appear in the “best sellers” competitor product pages, you must copy the ASINs of all the products listed on this page and add them to your campaign.
On the “best seller” page you can also find the “most wished for” and “most gifted” products.
You can copy the ASINS from the products listed in these sections, in order to appear on these competitor’s product pages.
The Amazon algorithms associate products that are often bought together. This can happen for complimentary products like accessories or other variants. Therefore, you'll want to incentivize this process and promote your product on the competitor's page.
You can find the “Frequently bought together” section on your product detail page.
In some cases, you can find an Amazon comparison table/chart on a product detail page, where shoppers can decide which of the many products compared is the most suitable for them. Get users back to your page by sponsoring your products over competitors.
A long-tail keyword (e.g. water bottle with straw) will show competitor's products alongside yours, while a short-tail keyword (e.g. water bottle) will probably show products that aren't necessarily competitors. As you want to be sure to sponsor your product only with real competitors, you should see what products appear with your long-tail keywords, find all the ASINS and insert them in your campaign.
Advigator does all these processes you have seen automatically for you.
With long-tail keywords, you have a higher probability of conversion. While with short-tail keywords you risk more high costs and competition.