How to Find the Best Keywords for a New Amazon FBA Listing

If you are about to create a brand new Amazon FBA listing… bookmark this blog. This will be your “Step 1” for keyword research on Amazon. 

We’re using Helium 10 tools to analyze multiple competitors and find the top keywords for a niche as a whole. Once you have your top keywords, you’ll be ready to start building your new Amazon product listing.

Start Here

First, we want to find a baseline product that exists within your product niche and is not selling well. Using Xray, part of the Helium 10 Chrome Extension, browse Amazon search results for your main keyword and find a competing product with a relatively low number of sales. 

Select a product from Xray by checking the box on the left.

After you’ve selected one poor-performing baseline product, you want to select a few more products. However, this time look for products with similarities to your own product. Focus on form and function. We’re searching for products of a similar size, with similar use cases, and at similar price points. We want relevance. Find at least 5-10 of these and check their boxes in Xray.

After you’ve selected your products, click “run keyword search.” 

The Keyword Hunt Begins

Now Cerebro will automatically run a search, returning to you the top keywords associated with the products you have selected!

As you can see, we have a lot to work with…

Our goal?

Find the top 10-15 keywords that are driving sales for the competing products you found with Xray.

We’re looking for sales-driven phrases associated with our niche as a whole, not just our largest single competitor. Don’t assume you can glean every bit of valuable data from the single biggest fish in your pond. As sellers in a living, breathing (and changing) ecosystem, we need to be able to see what kind of “fuel” our entire niche is running on!

So, how do we find those top 10-15 keywords?

We are going to use the following filters to start narrowing our results.

Competitor Rank (Average): Average rank of competing ASINS. ASINS that did not rank are ignored in this calculation. For this example, we will input a range of 1 (minimum) to 30 (maximum). 

Ranking competitors (Count): Number of competitor ASINS that ranked for the given phrase. We are only going to input a minimum of 4 here. 

After clicking “Apply Filters,” you will b relieved to see that what was just thousands upon thousands of keywords has been narrowed to a list of a few dozen. 

In our example, these two filters took us from over 7,000 results to 35!

Finishing Touches

How do we narrow things down even further to find the best of the best of the best keywords? Two words: Search volume. We’re going to go back to our Cerebro filters and input a minimum of 500 monthly searches in the “Search Volume” field. This is the very first filter located at the top left of the Cerebro tool.

Just like that, 9 keywords! In the span of a few minutes, we took thousands of keywords and whittled them down to 9 powerful phrases. 

These keywords are:

  • Being searched at least 500 times a month
  • Have at least 4 out of our 7 selected products currently ranking for them (they’re relevant for the niche!)
  • All currently ranked, on average, between ranks 1 and 30 (that’s page one of Amazon search results!) 

More of a visual learner? We have the video walkthrough for this blog here!


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Xray – Amazon Product Research, inside the Helium 10 Chrome Extension, helps give Amazon sellers a bird's-eye view of a market as they browse through Amazon.

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