Short version: Amazon keyword research means finding the words shoppers search and the intent behind them. Keywords still get you indexed by A9/A10, but COSMO now ranks by how well you match the need. This guide covers free ways to find keywords, how to group them, and where to place them under the new 75-character title limit.

Keyword research is the foundation of every other listing optimization you'll do — you can't write a title, bullet, or backend field well without knowing what shoppers actually search. The good news: you can do solid keyword research for free. This is the beginner-friendly, step-by-step version, updated for how Amazon search works in 2026.

What Amazon keyword research is (and what changed)

Traditionally, keyword research was about collecting the exact phrases shoppers type so you could match them. That still matters — Amazon's A9/A10 engine uses keywords to index your product and decide which searches you're eligible to appear in.

What's new is the COSMO layer: Amazon's AI now reads the intent behind a search. Someone searching "something to keep coffee hot on a commute" should find your travel mug even if that exact phrase isn't in your listing. So modern keyword research is two jobs: collect the literal terms, and understand the problems and scenarios behind them.

How to find keywords — for free

You don't need a paid tool to start. Five free sources:

  • Amazon search autocomplete. Start typing your product type in the Amazon search bar and note every suggestion — these are real, popular queries.
  • Your reviews and Q&A. The exact words customers use to describe and ask about your product are gold — and they map directly to how people search.
  • Competitor listings. Read the top competitors' titles, bullets, and Q&A for phrasing you're missing.
  • Google autocomplete & "People also ask." Great for the question-style, intent-rich phrases COSMO and Alexa for Shopping reward.
  • Brand Analytics (Brand Registered). Amazon's own search-term reports show real query data for your category.

Paid tools (Helium 10, Jungle Scout, Ahrefs) add search-volume and difficulty numbers, which help you prioritize — but they're an optimization, not a prerequisite.

Group your keywords: three buckets + intent

Once you have a list, organize it so you know what to do with each term:

  • Primary — the single phrase you most want to rank for. This one earns a spot in your 75-character title.
  • Secondary — closely related terms for bullets, Item Highlights, and A+ content.
  • Long-tail — specific, lower-competition phrases, often question-shaped, for Q&A and backend terms.

Then add an intent note to each cluster: what problem is the shopper solving? That's what COSMO matches on.

Example — insulated travel mug

Primary: insulated travel mug

Secondary: stainless steel coffee mug, leak-proof tumbler, spill proof travel mug

Long-tail / intent: "keeps coffee hot on commute", "fits car cup holder", "mug that won't leak in bag"

A step-by-step keyword research process

  1. Brainstorm seed terms. How you'd describe the product, then how a shopper who doesn't know your brand would.
  2. Expand with autocomplete. Feed each seed into Amazon and Google autocomplete; collect suggestions.
  3. Mine reviews, Q&A, and competitors for real language and gaps.
  4. Cluster into primary / secondary / long-tail and tag each with the shopper intent.
  5. Prioritize. If you have volume data, sort by volume vs. relevance; if not, lead with the terms most specific to your product.
  6. Map to fields (next section) and write.

Where keywords go now (with the 75-character title limit)

Since July 27, 2026, Amazon caps titles at 75 characters (all categories except media). That changes placement — but you don't lose coverage, you redistribute it, because every field is still indexed:

  • Title (75 chars): brand + primary keyword + most important attribute only.
  • Item Highlights (~125 chars): secondary keywords and use cases that used to bloat the title.
  • Bullets: secondary keywords worked in naturally, one theme per bullet.
  • Backend search terms: synonyms, variants, and misspellings not used elsewhere.
  • A+ Content & Q&A: long-tail, question-style phrases.

See our guides on title optimization and backend keywords for the field-by-field detail.

Common keyword research mistakes

  1. Chasing volume over relevance. A high-volume term you barely match wastes a slot and confuses COSMO.
  2. Ignoring intent. Collecting words without asking "what problem is this?" misses how modern search ranks.
  3. Stuffing. Repeating keywords doesn't help; Amazon indexes each once, and stuffing hurts clarity.
  4. Never revisiting. Search language shifts seasonally — refresh quarterly.

Keyword research checklist

  • ☐ Seed list built from your words + a stranger's words
  • ☐ Expanded with Amazon + Google autocomplete
  • ☐ Reviews, Q&A, and competitors mined for real phrasing
  • ☐ Clustered into primary / secondary / long-tail, each tagged with intent
  • ☐ Mapped to fields (title 75 chars → Item Highlights → bullets → backend → A+/Q&A)
  • ☐ Refresh scheduled quarterly

See which keywords your listing is winning — and missing

OptimalCentral audits your listing's keyword coverage across the fields Amazon indexes, and returns a prioritized fix list — free, in under a minute.

Start free trial →

Next: turn this list into a listing with the full optimization guide.

Frequently asked questions

What is Amazon keyword research?

Finding the words and phrases shoppers use to search for products like yours, so you can include them where Amazon indexes your listing — and understanding the intent behind those searches, since Amazon's COSMO layer ranks by how well a product matches the need, not just the words.

How do I find Amazon keywords for free?

Use Amazon's search autocomplete, read your reviews and customer Q&A for the exact words buyers use, study competitor listings, and check Google autocomplete and related searches. Brand Registered sellers can also use Amazon's Brand Analytics search-term data.

Where do I put keywords now that titles are capped at 75 characters?

The title (75 chars, capped since July 27, 2026) holds only brand + primary keyword + most important attribute. Secondary keywords move into Item Highlights, bullets, A+ Content, backend search terms, and Q&A. Every field is still indexed, so you redistribute coverage rather than lose it.

Do keywords still matter with the COSMO algorithm?

Yes. A9/A10 still uses keywords to index your product and build the candidate pool; COSMO then ranks those candidates by intent and context. Keywords still get you found, but stuffing no longer helps — clear, relevant language that matches shopper intent wins.