Amazon Keyword Guide
Keyword Placement Priority
| Location | Character Limit | Weight | Tips |
|---|---|---|---|
| Title | 200 bytes | Highest | Lead with main keyword, include top 2-3 variants |
| Bullet Points (×5) | 500 bytes each | High | Natural sentences, include secondary keywords |
| Backend Search Terms | 250 bytes | Medium | No repetition, add synonyms, misspellings |
| Description | 2000 chars | Low | Long-tail phrases, brand story |
| Subject Matter | 50 chars ×5 | Medium | Thematic keywords, attributes |
Title Formula
[Brand] + [Main Keyword] + [Key Feature] + [Size/Color/Variant] + [Use Case]
Backend Search Term Rules
- Use spaces not commas to separate keywords
- Do NOT repeat keywords already in title or bullets
- Include common misspellings and synonyms
- Spanish keywords accepted for US marketplace
- Total limit: 250 bytes (not characters)
- Avoid competitor brand names — policy violation
Keyword Research Checklist
- Use Amazon auto-suggest (type partial query)
- Check top 10 competitors' titles
- Use Helium 10 / Jungle Scout for volume data
- Identify "exact match" vs "broad" keywords
- Track ranking with Keyword Tracker weekly