Winning on Amazon requires strong positioning against the products that your customers compare most. Keyword targeting helps you reach shoppers at the exact moment they evaluate alternatives. A structured approach improves reach, protects your brand, and captures demand competitors often miss.
Identify Competitor Keywords That Matter Most
Strong targeting starts with knowing which brands shoppers treat as alternatives. Focus on competitors with similar price points, ratings, and product categories.
Good sources for discovery include:
- Auto suggested searches.
- Amazon search term reports.
- Competitor listing titles, bullets, and A+.
- Category bestseller lists.
Look for terms that signal comparison intent. These often include size variations, benefits, or problem driven phrases.
Use Three Layers of Competitor Targeting
Layered targeting builds reach while keeping spend efficient.
1. Direct competitor targeting
Target branded search terms for the brands shoppers evaluate against your product. Use sponsored product ads for relevance and sponsored brand ads for visibility.
2. Indirect competitor targeting
Target alternative solutions or adjacent products. This captures shoppers early in the decision cycle.
3. Attribute based targeting
Target keywords tied to features, colors, sizes, and materials. These terms win long tail traffic with strong purchase intent.
A study from Jungle Scout found that a large share of Amazon shoppers compare multiple listings before buying, and keyword targeting helps reach those comparison moments earlier (Jungle Scout Consumer Trends Report).
Build Strong Defense With Brand Protection Terms
Brand defense ensures competitors do not take your branded traffic. Target your own brand name and product line to reduce lost sales. Use sponsored brand and sponsored product placements to keep visibility steady.
Amazon Advertising notes that brand defense improves customer retention and repeat purchase behavior across categories (Amazon Advertising Insights).
Improve Relevance With Conversion Focused Ad Groups
Small, focused ad groups improve control. Group keywords by clear intent. Keep bids aligned with expected conversion rate.
Useful structures include:
- Branded terms.
- Direct competitor terms.
- Indirect competitor terms.
- Feature or benefit driven terms.
Separate high cost and low cost terms so you can adjust bids without affecting the entire group.
Create Listings That Match Search Intent
Keyword targeting works best when listings speak to what shoppers care about. Make sure your title and bullet points mention core attributes and benefits that appear in your top keywords.
Keep listings aligned with searches such as:
- Problem solving intent.
- Feature comparison.
- Value driven queries.
Better alignment improves click through rate and conversion rate, which supports both organic ranking and ad efficiency.
Statista reports that most Amazon buyers start with a search, which strengthens the impact of listings that match search behavior (Statista Ecommerce Search Report).
Use Negative Keywords To Improve Spend Efficiency
Negative keywords help remove search terms that do not convert. This improves cost control and prevents wasted impressions.
Negative lists are useful for:
- Terms tied to wrong size or variation.
- Competitors outside your price range.
- Searches unrelated to your product type.
Refine negatives weekly for active campaigns.
Track Performance and Scale What Works
Monitor performance indicators that show whether your keyword strategy is working:
- Conversion rate.
- Click through rate.
- Share of voice.
- Spend to sales ratio.
- Organic rank movement.
Scale strong performers with higher bids or wider match types. Reduce or pause weak terms. Keep your structure simple and update based on real data.
FAQs
What is Amazon keyword targeting?
It is a strategy that uses search terms to reach shoppers based on what they type on Amazon. It helps products appear for relevant queries and comparison searches.
Should I target competitor brand names?
Yes. Direct competitor targeting reaches shoppers who compare your products to alternatives. Use clear creatives and strong relevance.
How do I choose the best keywords?
Focus on terms with high relevance, strong purchase intent, and consistent search volume. Review performance data weekly.
Does keyword targeting help organic ranking?
Improved conversion from relevant traffic can support stronger ranking over time, especially when paired with optimized listings.
If you want support with keyword targeting, campaign structure, or competitive positioning, Albert Scott builds systems that help brands win visibility and outperform rivals. Reach out for an audit.