Amazon is the world’s biggest online marketplace with hundreds of millions of different products and thousands of sellers. This makes the platform a highly competitive place to sell. Many novice sellers end up losing money because customers cannot find their products.
Hence, if you want to become a successful Amazon seller, you will need to perform Amazon SEO to outrank your competitors in Amazon search. Shoppers can then spot your products and potentially become customers.
The first essential step for Amazon SEO is to select the right keywords to target. These would be keywords whose search intent matches your product descriptions, thus having high conversion potential.
For example, “keyboards for gaming with mouse” would be a top-notch keyword for gaming set sellers.
However, finding such keywords is not simple. Some keywords are too competitive to target, especially if you are a new seller. Many others can have low monthly search volume (10 or lower). Thus, they may not be worth your time.
Optimally, the best keywords would be the one that fulfills the following conditions.
- Their search intents are relevant to your product descriptions
- Low competition
- Steady, high monthly search volume
Searching for these keywords is not possible without an Amazon keyword tool. You will need this tool to find relevant and profitable Amazon keywords for your product. You can then target them in both Amazon SEO and PPC campaigns at will.
However, not all tools are worth using. Some can provide misleading data that can even harm your store, while others can be exorbitantly expensive. You will need to spend hours researching them. Otherwise, you can invest your money to no avail.
As an Amazon seller, you may be too busy to go over all the tools. Therefore, I decided to write this article that will feature only the best based on my in-depth research.
You can then select the one that suits your preferences without the need to spend your valuable time on the tedious research process.
Affiliate Disclosure: This article from Victory Tale contains affiliate links. We will receive a small commission from our partners if you decide to move forward with the tools.
Nonetheless, we always value integrity and prioritize our audience’s interests. You can rest assured that we will present each tool truthfully.
Things You Should Know
Scope of This Article
All featured tools will provide users with numerous other features besides Amazon keyword research, such as product research, listing optimizations, and inventory management. However, I will not mention those features in this article unless necessary.
This is because including them would make the article too lengthy and serve no specific purpose. It can also distract readers from the critical points I want to pinpoint. Thus, this article will only focus on the keyword research feature for each tool.
Below are the criteria for the best Amazon keyword tools on this list:
- Easy-to-use tool + Offer a detailed tutorial/video tour for users to understand how to use all features
- User-friendly platform
- Have an extensive keyword database. Thus, the tool can provide valuable and accurate information for all search queries.
- Offer sufficient supporting features
- Provide excellent value for money
- Receive primarily positive reviews from real users
- My personal experience with the features and customer support (if any) must be positive.
JungleScout is a leader of the pack in the Amazon marketing software space. This full-fledged platform contains numerous features that will help you skyrocket your Amazon store and your FBA business as a whole.
Keyword Scout is JungleScout’s Amazon keyword tool and one of its flagship features. Using the tool is straightforward.
First, you just need to enter a seed keyword and the marketplace. Unlike some other tools, you can use Jungle Scout to search for keywords on every Amazon marketplace worldwide. Hence, it is crucial to specify it beforehand.
Within a second, Keyword Scout displays keyword suggestions along with the following metrics:
- Exact Match/Broad Match Search Volume
- Search Volume Trends
- Dominant Category
- HSA/PPC Bids
- Relevancy Score
- Ease to Rank
Analyzing these in-depth metrics will allow you to make prudent decisions on keyword selection. I don’t think any tool can match Jungle Scout in terms of informativeness at the moment.
However, the drawback is that some of these metrics are not self-explanatory. You need to read the detailed guide to grasp how to interpret them.
Alternatively, you can enter the ASIN (Amazon Standard Identification Number) into the search bar to conduct a reverse ASIN search. This unique search will display all the keywords that this product ranks on.
In other words, you can “steal” your competitor’s hidden keywords that perform well.
Furthermore, you can compare multiple ASINs or even request Keyword Scout to search for all variants of any ASIN. This search will provide a holistic view of your competitors’ strategies. You can then forge the right counter-strategy to beat them.
Filters – With tens of thousands of keywords, it would be impossible for an Amazon seller to go through them all. However, this will not be an issue since you can filter the results based on various criteria,
Historical Volume – You can view the historical search volume of every search term. This data is crucial for trend analysis. For example, you can filter out keywords whose search volume is unsteady.
PPC Campaigns – With Keyword Scout, you can see the CPC data for exact, broad, and headline search ads. Hence, you can use this information to optimize your Amazon PPC strategy and save significant expenses in the process.
Generally speaking, Keyword Scout provides far more in-depth information about search queries than most other Amazon keyword tools. If you want to form a reliable, statistical-based keyword strategy for your Amazon store, Jungle Scout is unarguably the best of its kind.
Click the link below to learn more about Keyword Scout features.
User Interface & Learning Curve
Keyword Scout’s user interface is modern and intuitive. However, since the tool has numerous features and some of which are for performing advanced analysis, using them efficiently can be challenging for new users at the beginning.
Fortunately, Jungle Scout provides paid customers with step-by-step tutorials from veteran Amazon professionals. Hence, this will not be problematic in the long run.
Pricing (Standard Plans)
Jungle Scout offers three standard plans as follows:
- Basic – starting at $29 per month (billed annually)
- Suite – starting at $49 per month (billed annually)
- Professional – starting at $84 per month (billed annually)
The Basic plan only allows three Amazon keyword searches per day. It also grants no access to keyword ranking history and other crucial features (review automation, sales analytics, listing builder, and inventory manager). Hence, I don’t recommend using it.
Instead, you should opt for the Suite plan. This plan provides access to all features on the platform. You can conduct unlimited keyword searches at will.
The Professional plan is best for large Amazon stores that need more resources to conduct in-depth analysis. This plan will expand historical keyword data from 1 year to 2 years, add more resources for other features, and include up to 6 user seats.
If you want more user seats, the Professional plan offers excellent value for money. Subscribing to this plan will give you five extra seats and more resources by paying only an additional $35 monthly, while adding another user seat to the Suite plan costs far more (starting at $38.5 per user per month)
Jungle Scout does not offer a free trial or a free version (they did several years ago, though). However, every plan comes with a 7-day money-back guarantee. If you are unsatisfied with the product, you can request a full refund.
These packages are for first-time sellers on Amazon, who are mostly inexperienced. Hence, you may need additional assistance to get started properly to avoid common mistakes. Currently, there are three packages as follows (all the pricing is one-time.)
- Start-up Suite – $189
- Enterpreneur Suite – $349
- Freedom Builder Bootcamp – $999
The first two packages are essentially the same. They will give you the Suite plan and educational resources, including Amazon training courses, weekly live Q&A sessions, and priority onboarding.
The only difference between the Start-up and Entrepreneur packages is the length of the Suite plan subscription. The former will grant only three months, while the latter offers six months.
Alternatively, the final package, Freedom Builder Bootcamp, is the ultimate solution for new FBA sellers. You will get 12 months subscription to the Professional plan ($1008 value, which already costs higher than package fees), plus an Amazon seller course (more in-depth than previous packages) and live coaching.
The Freedom Builder Bootcamp would provide the best value for money. Buying this package is equivalent to subscribing to the Professional plan annually, but you will get excellent educational resources and additional assistance to kickstart your Amazon journey for free.
Click the link below to get an additional discount on all packages!
Pros & Cons
- An exceptional Amazon keyword research tool that provides far more informative and in-depth actual Amazon data than most other alternatives
- Feature PPC data for all keywords, hence the best keyword tool for sellers who want to use Amazon advertising
- Modern user interface
- Packed with compelling data visualizations and additional features to help you find profitable keywords.
- Data, tools, and features are available for all Amazon marketplaces worldwide.
- Export your data to . CSV in a few clicks
- Low entry price + affordable pricing in general
- 7-day money-back guarantee
- Some features and metrics are not self-explanatory, thus existing a steep learning curve
- Do not offer a free version nor a free trial
2. Helium 10
Helium 10 is another prominent Amazon marketing software and a robust rival to Jungle Scout. The platform provides excellent tools for Amazon sellers to expand their business effectively and confidently.
As of February 2022, Helium 10 now supports every Amazon network worldwide. Thus, you can always use the platform if you have an Amazon store.
Magnet is Helium 10’s standard keyword tool. It functions similarly to JungleScout’s Keyword Scout. You just need to input the seed keyword (up to 200 keywords simultaneously).
In my case, I decided to add “keyboard for gamers.” Within five seconds, you will get a list of crucial information as follows:
- Search Volume, Match Type, CPR, Magnet IQ Score
- Distribution of Keywords (Total, Organic, Amazon Recommended, Smart Complete)
- Top Products for this particular keyword
- Word Frequency
Some of the above metrics, such as CPR and Magnet IQ scores, are unique. These will undoubtedly confuse new users. However, Helium 10 will provide a detailed explanation if you hover your cursor over those metrics (the question mark, to be precise).
However, I personally like the Magnet IQ score since this metric is an indicator of top keywords (High search volume but low competition). You can then find the right keywords to target much easier.
You will also get all the relevant keywords on the same page. Helium 10 will display each keyword’s Magnet IQ score, search volume, trends & history, competing products, sponsored ASINs, match type, and CPR.
If needed, you can use the filters to narrow the results down to manageable numbers. Once everything is ready, you can click “Add Keywords to My List” for later usage.
Unlike most other tools, Helium 10’s keyword list includes misspelled keywords so that you can target them as well for free traffic or even a sale! You will be surprised to see how many times people type “gaming keyboared” instead of “gaming keyboard” every month. The answer is 508!
Cerebro is Helium 10’s reverse ASIN search tool. You can insert an ASIN of a specific Amazon product (or products), and Helium 10 will show all their ranking keywords and competitors.
For instance, I added an ASIN of one gaming keyboard below and clicked “Get Keywords.” Within three seconds, my results were ready. All of which are pretty similar to those provided by Magnet.
Alternatively, you can click “Get Competitors” to perceive how your competitors perform. You can later devise an effective strategy to defeat them.
This keyword research tool will help you find all the misspelled variants of any specific keyword. Using this tool is pretty simple. You just need to enter the keyword phrases you want to target, such as “gaming keyboard.”
The process will take approximately 30 seconds, which is longer than other tools. Helium 10 will then display all those variants and their popularity. You can then use Magnet to investigate them further and choose the right ones for your products.
User Interface & Learning Curve
The user interface is intuitive and straightforward. I can access all the core features from the dashboard, which is extremely helpful. I never had to spend time searching for the feature I wanted to use.
Still, I do not like the font size of the keyword list, which is incredibly small. I recommend exporting your list to Excel (done in one click) and analyzing your results there.
The platform does have some learning curve, as Helium 10 uses some unique metrics. However, Helium 10 provides a step-by-step guide, video tutorials, and informative documentation to help new users get on board. Hence, you will need to read go over those resources to use the platform at its full potential.
Helium offers five pricing plans as follows:
- Starter – starting at $28.25 per month (billed annually)
- Platinum – starting at $83.25 per month (billed annually)
- Diamond – starting at $208.25 per month (billed annually)
- Elite – $399 per month
- Enterprise – Custom Pricing
Note: Unlike other plans, the Elite plan has limited capacity. As of February, the plan is fully booked. You will need to join the waitlist if interested.
You should skip the Starter plan and opt for the Platinum plan. This is because the former only allows you to use Cerebro and Magnet twice a day, which is undoubtedly insufficient if you are a serious seller.
On the other hand, the Platinum plan grants unlimited searches for all three keyword tools, plus almost all other features Helium 10 has yet to offer and an Amazon FBA training. This plan is thus optimal for most sellers, new and experienced alike.
Apart from expanding limits on other features (not applicable to Amazon keyword research), the Diamond plan will add two more user seats, access to an Amazon advertising platform, a landing page builder, and monthly expert training.
The Elite plan will not only increase the limits even further but also add in-person workshops and exclusive Facebook group access.
Considering its hefty price tag, I don’t think both the Diamond and Elite plans are necessary unless your Amazon FBA business has become huge and requires more resources to manage them efficiently.
Pros & Cons
- Easy-to-use keyword tool that offers in-depth information for keyword analysis
- Swift searches
- Include a tool that helps you find misspelled keywords to target them for free traffic
- Provide several educational resources to help users get started
- Exporting keyword search results is done in one click.
- All tools are available for every Amazon marketplace worldwide
- The free version is available.
- 30-day money-back guarantee
- Several metrics are not self-explanatory. You will need to learn more about them to use all Helium 10’s keyword tools to their full potential.
- The font size of the keyword list is too small.
- Expensive compared to other alternatives
Sellzone is a brand new Amazon marketing tool from SEMRush. If you are looking for a user-friendly tool that will help you gain a competitive edge, you may want to give Sellzone a try.
You will first need to input the seed keyword you want to target. For example, you may want to add “keyboards for gamers” if you are a gaming gear seller.
The platform runs super fast. After a few seconds, Sellzone displays as many as 4865 keywords associated with the seed keyword I provided. All of which comes with the following data:
- Relevance – This metric will display how relevant each particular keyword is to the seed keyword
- Monthly Search Volume
- Number of Competing Products
Furthermore, you can get even more keywords by using “Broad Match,” “Phrase Match,” and “Exact Match.” These may help you unveil hidden, lucrative keywords.
For example, selecting “Broad Match” will give me another 66 keywords. Most of them are long-tail keywords that can be easier to rank for and lucrative.
If needed, you can sort out the keywords using various filters, including volume and word count. Thus, you will find the keyword that suits your goals much more effortless.
Generally speaking, the information this Amazon keyword tool provides is valuable and straightforward to understand. However, it is not as informative as other tools such as Jungle Scout. Several key metrics are missing, such as PPC bid data and historical search volume.
Important Note: The tool is only available for the US marketplace. If you are an Amazon seller from other regions (e.g., Amazon India), skip this tool and consider other alternatives.
User Interface & Learning Curve
Sellzone’s user interface is clean, fast, and modern. Navigating through all the features are also effortless, as the dashboard is well-structured. Overall, the platform is beginner-friendly.
As of February 2022, Sellzone offers three plans as follows:
- Growth – starting at $40 per month (billed annually)
- Pro – starting at $70 per month (billed annually)
The free plan only permits you to input three seed keywords per day. You also cannot sort or export the keyword list. Thus, this plan is not fit for actual use.
The plan that most Amazon sellers should opt for is the Growth plan, which grants access to all the features on the platform. The Pro plan would only add a personal account manager, but I don’t think that is necessary because Sellzone is extremely easy to use.
Pros & Cons
- Extremely fast, having no trace of clunkiness
- Effortless to use (all features are self-explanatory.)
- Provide actual and exact Amazon search data
- You can use different match types to find long-tail, hidden Amazon keywords.
- You can export the keyword list to .CSV
- The free version is available + 7-day free trial for premium plans
- Several crucial key metrics are missing.
- Sellzone’s keyword wizard only works for the US marketplace.
- A free trial requires a credit card.
AMZScout is an affordable Amazon marketing platform with an Amazon keyword research tool. Suppose all the above tools are too difficult to use. You may want to give AMZScout a try.
Amazon Keyword Research Tool
Using AMZScout’s Amazon Keyword Research Tool is far more straightforward than other tools. You just need to add your seed keyword and your keyword list will be ready in a while.
Based on my observation, you should start with a reverse ASIN search because it provides much more crucial metrics than a standard keyword research tool.
For each keyword, AMZScout will provide the exact match search volume data, relevance score, and the rank position of that product.
Alternatively, you can use AMZScout’s keyword research tool. However, I think this tool is significantly underwhelming. This is because AMZScout only provides search volume data and nothing else.
User Interface and Learning Curve
The user interface is clean without clunkiness, while the platform is also fast. You can navigate through all the features effortlessly.
Furthermore, every piece of information is also easy to read. Overall, the user experience is top-notch.
AMZScout is much easier to use than Jungle Scout and Helium 10. With its simple features and step-by-step guides to help you get on board, I don’t think anyone will have difficulty using this platform.
Overall, AMZScout provides a straightforward Amazon keyword research tool but with limited information and features. The software is thus suitable only for new sellers who want to test the waters. However, if you are an experienced seller, you should look elsewhere.
As of February 2022, AMZScout has two pricing plans as follows:
- Pro Extension – starting at $16.49 per month (billed annually)
- Amazon Seller’s Bundle – starting at $29 per month (billed annually)
You cannot use AMZScout’s keyword research tool with the Pro Extension plan. Hence, I recommend skipping this plan and subscribing to Amazon Seller’s Bundle instead.
The bundle will grant you everything on the platform. However, if you subscribe to annual or lifetime plans, you will get monthly trend reports and a list of top profitable products on Amazon.
AMZScout is one of the few platforms that offers a lifetime plan for all of its products. You can currently buy lifetime access for Amazon Seller’s Bundle at $1499, which equals 4.5 years of annual subscription fees.
Although this plan may be compelling, I don’t recommend it, mainly because AMZScout offers far fewer features than other tools.
Once your store grows more prominent in the next 2-3 years, you need a more comprehensive tool such as Jungle Scout or Helium 10 to manage your Amazon business. Thus, you will not need AMZScout anymore, and investments in the AMZScout lifetime plan are unlikely to pay off.
Create a free account to try all the features for free.
Pros & Cons
- Clean and fast platform
- All the features are straightforward to use.
- Available for use in 10 Amazon markets around the world
- Affordable pricing + Lifetime option is purchasable.
- The free version is available.
- Underwhelming features compared to other alternatives
The following are other tools that you can also use to find profitable Amazon keywords.
However, I decided not to include them on the list because they lack the supporting features that Amazon SEO tools (such as those on the list) offer. Thus, they may not be worth investing in for Amazon sellers.
Keyword Tool Dominator (KTD) – KTD is one of the most inexpensive Amazon keyword research tools. You can find numerous lucrative keywords from more than 16 Amazon markets by paying $49 one-time. The drawback is that it does not offer very in-depth information or supporting features.
Still, the free version is available for you to find hundreds of keywords by just registering an account.
Keysearch – Keysearch is a keyword tool that works for various platforms, including Google, Youtube, and Amazon. However, it does not provide much information besides search volume and has no other features to support your Amazon store.
Thus, you can use this tool to find profitable keywords for your Amazon SEO campaigns as well. What fascinates me is that Ahrefs can help you find newly discovered Amazon keywords, providing you a first-mover advantage over competitors.
The drawback is that Ahrefs is not a specialized Amazon marketing tool, so it has no ASIN search, Amazon product research, or other listing tools that you can use together to make the most of your keywords.
As a result, I don’t think an Amazon seller should pay $82 per month for the software, as there are other inexpensive alternatives with more relevant features.
Keywordtool.io – This keyword tool provides searched keywords for many platforms, including Amazon. Besides getting a complete list of long-tailed keyword phrases to target, you will get search volume, search trends, competition, and CPC data. All of which are useful for Amazon sellers.
However, the platform does not offer any other features, plus its subscription fees are incredibly high ($79 per month). All tools on the list will provide far more value for money at this price tag.
Sonar – Provided by Sellics, an Amazon advertising software, Sonar is unarguably the most comprehensive Amazon keyword tool that is free to use. You can use its regular keyword tool to search for more variations to target or even conduct a basic reverse ASIN search to unveil your competitor’s hidden keywords.
Viral Launch – Viral Launch is a comprehensive Amazon marketing tool like Jungle Scout and Helium 10. I did try the tool and appreciate the keyword tool’s usefulness and simplicity.
However, based on recent user reviews, the company seems to have issues with customer payments. I don’t think I can recommend it for now.