Many Amazon sellers share a common frustration: watching their advertising budgets dwindle while seeing little growth in actual orders. Selecting the right keywords often feels like searching for a needle in a haystack, with advertising dollars seemingly vanishing into thin air. Amazon's newly introduced feature might provide the solution sellers have been waiting for.
The e-commerce giant has quietly rolled out a "Keyword Sorting Ranking" function in its advertising interface. This tool ranks keywords within ad groups based on their predicted conversion potential. When Amazon flags a keyword as top-ranked, it indicates strong sales potential for that particular product.
Precision Targeting: How the Keyword Sorting Feature Works
Previously, sellers faced uncertainty when adding Amazon's suggested keywords—concerned about wasting budgets on terms that wouldn't convert. The new sorting feature allows more strategic selection of high-potential keywords, ensuring advertising dollars work more effectively.
Note: This feature is currently in gradual rollout. Sellers should check for red notification bells in their Amazon backend, which may contain keyword suggestions for specific products. Those not yet seeing the feature should expect access soon.
Five-Step Keyword Optimization Strategy
While awaiting full feature availability, sellers can implement these proven optimization techniques:
1. Search Volume Analysis: Data Over Guesswork
Amazon doesn't publicly display keyword search volumes, creating challenges for sellers. Third-party tools that aggregate Amazon data can provide this crucial metric. While Google Trends offers some insight, remember that Amazon search behavior differs significantly—users typically search for specific products rather than general questions.
2. Keyword Length: Shorter Often Performs Better
Amazon research shows 65% of successful keywords consist of 2-3 word combinations, suggesting users prefer concise product searches.
3. Conversion Balance: Strategic Mix of Short and Long-Tail Keywords
Long-tail keywords (more specific phrases) typically convert better, while shorter core keywords drive greater visibility. Initial campaigns should emphasize broader terms, gradually incorporating longer phrases as performance data accumulates.
4. Discovering Popular Keywords: Think Like a Customer
Consumer search patterns often differ from seller assumptions. Effective strategies include:
- Adopting a consumer mindset when generating keyword ideas
- Analyzing bestseller lists across Amazon and other marketplaces to identify trending search terms
5. Comprehensive Market Research
Thorough pre-campaign research should examine:
- Target customer needs and purchasing behaviors
- Competitor keyword strategies and ad performance
- Product reviews and customer feedback to identify improvement opportunities
Common Keyword Optimization Mistakes to Avoid
Sellers should beware these frequent pitfalls:
- Prioritizing high-search-volume keywords over those with strong conversion potential
- Neglecting other listing elements like reviews and return rates that ultimately determine conversion success
Continuous Improvement: The Path to Advertising Success
Keyword optimization remains an ongoing process requiring constant refinement. While Amazon's new sorting feature provides valuable assistance, true success stems from deep understanding of products, markets, and customers. Sellers who continuously develop these insights will maintain competitive advantage in Amazon's dynamic marketplace.