How to Find the Best Keywords for Amazon PPC

The best Amazon PPC keywords don't come from keyword research tools — they come from your own Search Term Report. Run auto and broad campaigns for 2–3 weeks, review which search terms actually converted, and promote those to exact match campaigns. Tool-generated keyword lists are starting points. Your own conversion data is the real source.

Article summary

The longer answer

Short answer: The best Amazon PPC keywords don't come from keyword research tools — they come from your own Search Term Report. Run auto and broad campaigns for 2–3 weeks, review which search terms actually converted, and promote those to exact match campaigns. Tool-generated keyword lists are starting points. Your own conversion data is the real source.

What most people get wrong about this

There are two phases to finding good Amazon PPC keywords, and most brands only do the first one.

What I would actually recommend

Phase 1 — Research (starting point). Use Amazon's auto-suggest, competitor ASIN targeting, or a tool like Helium 10 to build an initial keyword list. This gets you in the game. It's necessary but not sufficient.

About the author

Phase 2 — Discovery through data (the real source). Launch auto and broad match campaigns with your initial keywords. Let them run for 14–21 days. Then pull the Search Term Report and look at what actually converted. These search terms — the ones real shoppers typed and then bought — are your best keywords. Promote them to exact match.