How to Find the Best Ecommerce Keywords for Marketplace Success
- Anil Gandharve
- Mar 8
- 13 min read
Updated: Mar 21
Why Keyword Research is Crucial for Brands Selling on Marketplaces
Keyword research is the backbone of ecommerce success. If you’re selling on Amazon, Walmart, or any other marketplace, your products are competing with thousands of others. Without the right ecommerce keywords, your listings get buried.
Here’s why ecommerce keyword research matters:
Higher Rankings = More Sales – Marketplaces use search algorithms, just like Google. If your product doesn't have the right ecommerce SEO keywords, it won’t show up when customers search.
Targeted Traffic = Better Conversions – Using the right marketplace keywords ensures you’re attracting buyers actively looking for what you sell.
Stay Ahead of Competitors – If your rivals are ranking higher, they’re stealing your potential customers. A solid ecommerce keyword research strategy helps you compete effectively.
Ignoring keyword research is like throwing darts in the dark. You might get lucky, but chances are, your competitors will outshine you.
Overview of Marketplace Ecommerce Keyword Research
Marketplace keyword research is very different from traditional SEO. While Google focuses on informational, commercial, and navigational searches, marketplaces prioritize buying intent — meaning shoppers are searching for products with the intent to purchase.
If you fail to choose the right ecommerce SEO keywords, your product listing won’t show up in search results, and your competitors will capture those sales instead. But getting it right means increased visibility, more clicks, and ultimately, higher conversions.
Understanding the different types of marketplace keywords ensures you’re targeting the right audience at the right stage of their shopping journey.
Types of Ecommerce Keywords for Marketplaces
Primary Keywords: Core Brand or Product-Related Terms
Primary keywords are the foundation of your keyword strategy. These high-volume search terms describe exactly what your product is, making them essential for titles, descriptions, and bullet points.
For example, if you sell snacks, your primary keywords might include:
Healthy snacks for kids
Granola bars
Cereal bars
Breakfast bars
Snack packs
These keywords are generic but essential — they help your product appear when buyers are searching for broad categories. However, because primary keywords are highly competitive, you need to complement them with secondary and long-tail keywords to stand out.
Secondary Keywords: Niche Product Descriptors That Attract Targeted Buyers
Secondary keywords refine the search intent and cater to buyers looking for specific product variations. These are often used in bullet points, descriptions, and enhanced content to capture additional search traffic.
For example, if your product is a snack variety pack, your secondary keywords could be:
Snacks variety pack for adults
Healthy snacks variety pack
Fruit bars variety pack
Granola bars variety pack
These terms help expand reach by covering different ways customers search for similar products.
To find the best secondary keywords:
Analyze competitor listings – What variations are top-selling products using?
Use marketplace keyword tools – Helium 10, Jungle Scout, and MerchantWords can help identify high-converting search terms.
Consider customer intent – Think about flavor preferences, dietary needs, or portion sizes that might drive searches.
Long-Tail Keywords: Niche Search Terms with Higher Conversion Rates
Long-tail keywords have lower search volume but higher buying intent. They target specific customer needs, making them ideal for product descriptions, A+ content, and backend search terms.
For example, instead of just “variety pack,” a long-tail keyword would be:
Healthy fruit bars variety pack for kids
High-protein granola bars variety pack
Nut-free snacks variety pack for school lunches
Why do long-tail keywords matter?
They reduce competition – Fewer sellers optimize for ultra-specific terms, making it easier to rank.
They increase conversions – Buyers searching for detailed terms already know what they want, making them more likely to purchase.
They improve relevance – Marketplaces prioritize listings that closely match exact search queries.
A strategic approach to long-tail keyword integration will capture high-intent buyers and boost sales.
Campaign Keywords: Event-Based and Seasonal Terms That Drive Sales
Campaign keywords tap into trending or seasonal demand. These are crucial for marketplace success because many products experience spikes in search volume during specific times of the year.
For example, if you're selling snacks during college basketball season, some relevant campaign keywords might include:
Game day snacks
Basketball party snacks
College basketball food ideas
March Madness watch party snacks
Best snacks for watching the game
By optimizing your listings with timely campaign keywords, you can ride the wave of seasonal demand and capture impulse buyers looking for trending products.
Backend Keywords: Hidden Keywords That Improve Discoverability
Backend keywords are invisible to customers but essential for search rankings. Marketplaces like Amazon allow sellers to add backend search terms that don’t appear on product pages but help improve discoverability.
For a snack variety pack, backend keywords might include:
Nut-free school snacks
Dairy-free granola bars
Apple cinnamon breakfast bars
Low-calorie snack packs
Vegan fruit bars
Why are backend keywords important?
They allow you to target synonyms & alternate search terms – If customers call your product something slightly different, backend keywords ensure you still show up.
They help capture misspellings & plural variations – Customers might search “snack pack” or “snacks packs”, and backend keywords help cover all possibilities.
They improve search relevance without keyword stuffing – You can target more keywords without overloading your title and descriptions.
Optimizing backend search terms is a hidden weapon that separates top-ranking listings from the rest. Read "Amazon Backend Keywords: Character Limit, Best Practices & Tools to Optimize Your Listings"
How Marketplaces Rank Products Using Keywords
Each marketplace has its own ranking algorithm, but most follow similar rules:
Keyword Relevance – How well your product title, description, bullet points, and backend keywords match customer search queries.
Sales History – More sales = Higher rankings. Marketplaces reward listings with strong sales velocity.
Click-Through Rate (CTR) – If your title and images attract clicks, your product will rank higher.
Conversion Rate – Listings that turn visitors into buyers get priority in search results.
A well-optimized keyword strategy isn’t just about getting traffic—it’s about attracting the right buyers and turning them into repeat customers.
By combining primary, secondary, long-tail, campaign, and backend keywords, you can create a powerful keyword strategy that boosts visibility, improves rankings, and increases sales on any marketplace. Read more about "The Importance of Digital Shelf Optimization in E-Commerce Success"
Steps to Conduct Marketplace Keyword Research
A strong keyword research strategy ensures that your product is visible to the right audience at the right time. Here's how to find the best ecommerce keywords to optimize your marketplace listings.
1. Identifying Seed Keywords
Seed keywords are broad, high-volume search terms that describe your product at its core. These act as the starting point for deeper keyword research.
For example, if you sell snacks, your seed keywords might include:
Healthy snacks
Granola bars
Cereal bars
Protein bars
Snack variety pack
The goal is to think like a shopper. What words would they type into Amazon or Walmart when looking for a product like yours?
Expanding Seed Keywords for Better Targeting
Once you have basic seed keywords, expand them by considering:
Dietary Preferences – “Keto snacks,” “Vegan granola bars,” “Gluten-free cereal bars”
Occasions – “Lunchbox snacks,” “Office snacks,” “Post-workout protein bars”
Packaging Size – “Family-size granola bars,” “Individual snack packs,” “Bulk variety packs”
A well-developed list of seed keywords creates the foundation for more advanced keyword research.
2. Using Keyword Research Tools for Marketplaces
Once you’ve identified seed keywords, use marketplace-specific keyword tools to refine your strategy.
Popular tools include:
Helium 10 – Great for Amazon keyword research, provides search volume, competition data, and trends.
Jungle Scout – Helps analyze top-ranking Amazon listings and their keyword strategies.
MerchantWords – Aggregates search data from multiple marketplaces to uncover valuable keyword opportunities.
For example, if you search "granola bars" on Helium 10, it might suggest:
“Low-sugar granola bars” (High-volume, but medium competition)
“Nut-free granola bars for school” (Lower search volume, but high purchase intent)
These insights help you refine your keyword strategy based on real search behavior.
3. Analyzing Competitor Listings for Keywords
Competitor research is a goldmine for discovering high-performing marketplace keywords. The goal is to see what successful sellers are doing—and do it better.
How to Analyze Competitor Listings:
Search for Top-Selling Products – Look at the first page of search results for your main seed keywords.
Identify Repeated Keywords – Take note of common terms in product titles, bullet points, and descriptions.
Check Backend Keywords – Use tools like Reverse ASIN Lookup (for Amazon) to find hidden search terms competitors use to rank.
Example: Analyzing Snack Competitors on Amazon
If you search “healthy snack variety pack”, analyze the top 5 listings and look for trends:
Are they using words like “nut-free,” “low-calorie,” or “gluten-free”?
Do they emphasize “convenience” or “on-the-go snacks”?
Are they ranking with “school-approved snack packs” or “guilt-free snacking”?
By studying what’s working for competitors, you can adapt and improve your listings to rank higher.
4. Evaluating Keyword Metrics
Not all keywords are worth targeting. You need to prioritize keywords based on search volume, competition, and conversion potential.
Key Metrics to Analyze:
Search Volume – How many people search for this keyword each month?
High-volume keywords (e.g., “granola bars”) attract more searches but are highly competitive.
Niche keywords (e.g., “nut-free school snack packs”) may have fewer searches but higher purchase intent.
Competition – How hard is it to rank for this keyword?
Tools like Helium 10 provide a competition score to help you assess if it’s worth targeting.
Conversion Potential – Does this keyword attract shoppers ready to buy?
Example: "Healthy snacks for kids" might get tons of searches, but "Nut-free granola bars variety pack for school" will likely convert better because it is more specific.
A balanced approach is key—use a mix of high-volume and long-tail keywords to maximize visibility and conversions.
5. Selecting and Prioritizing Keywords
Once you’ve analyzed your keywords, it’s time to rank them based on importance.
How to Prioritize Keywords for Your Listings:
Primary Keywords (High-Volume, Competitive) – These should go in titles and main descriptions.
Example: "Granola Bars – Healthy, Low-Sugar, and Gluten-Free Snack Pack"
Secondary Keywords (Moderate Volume, Niche-Specific) – Use in bullet points and descriptions.
Example: "Nut-Free, Kid-Friendly, School-Approved Snack Bars"
Long-Tail Keywords (Lower Volume, High Purchase Intent) – Place in backend search terms and A+ content.
Example: "Healthy Breakfast Cereal Bars for Weight Loss"
By grouping keywords based on category, intent, and relevance, you ensure that your listing ranks for a wide range of customer searches.
Building the Ecommerce Keywords Cloud
A keywords cloud is a structured way to organize ecommerce keywords by grouping related search terms that capture different aspects of consumer intent. Instead of targeting one keyword at a time, you combine brand, product, and campaign-related terms to create a powerful keyword strategy that aligns with marketplace search behavior.
1. Combine Multiple Keyword Groups Together
The best keyword strategies don’t rely on a single keyword. Instead, they blend different keyword types to maximize visibility.
Key Elements of a Keyword Cloud:
Brand Keywords – Keywords that include brand names to target shoppers looking for specific products.
Example: “Nature’s Path Organic Granola Bars”, “KIND Snack Bars”, “Nutri-Grain Bars”.
Product Category Keywords – Generic keywords that describe the type of product without brand names.
Example: “Healthy snack bars”, “Nut-free granola bars”, “Breakfast protein bars”.
Campaign Keywords – Seasonal, promotional, or trend-driven keywords that align with specific shopping events.
Example: “Back-to-school snacks”, “Game-day party snacks”, “Healthy New Year’s resolutions snacks”.
By combining all three categories, you ensure that your product appears in multiple types of searches, expands reach, and captures different buyer personas.
Example: Creating a Keyword Cloud for Snack Variety Packs
Brand Keywords | Product Category Keywords | Campaign Keywords |
"Nutri-Grain snack bars" | "Healthy snack variety pack" | "Game day party snacks" |
"Clif protein bars" | "Low-sugar snack pack" | "College care package snacks" |
"Nature’s Path organic bars" | "Gluten-free granola bars" | "Back-to-school snacks for kids" |
"RXBAR protein bars" | "High-protein breakfast bars" | "Hiking and outdoor adventure snacks" |
With this keyword cloud approach, you create multiple entry points for different types of shoppers.
Pro-Tip: Use AI softwares to automate the process of creating and combining multiple keywords clouds to build a comprehensive strategy.
2. Identify the Products That Fit Into the Journey
Once you have keyword clusters, the next step is to map them to specific products or bundles. This ensures that your keyword strategy aligns with actual product offerings.
How to Map Keywords to Products
Identify product use cases – What problems does the product solve?
Segment products into logical categories – Can products be grouped based on dietary needs, age groups, or lifestyles?
Align with consumer behavior – What product combinations make sense for how people shop?
Example: Mapping Keywords to Snack Bundles
Keyword Cluster | Product Fit |
"Nut-free school snacks" | Peanut-free granola bars and fruit snack packs |
"High-protein gym snacks" | Protein bars, energy bites, and trail mix packs |
"Diabetic-friendly snacks" | Low-sugar granola bars and keto snack options |
"Best healthy snacks for work" | Office-friendly snack variety packs |
By mapping keywords to specific products, you create strategic keyword targeting that matches shopper intent and drives higher conversions.
Pro-Tip- Use Digital Shelf AI software like Genrise.ai to automatically map products to a keywords cloud.
3. Select the Target Retailers for the Keywords Journey
Every marketplace has unique search trends, meaning a one-size-fits-all keyword approach won’t work. Shoppers on Amazon, Walmart, Instacart, and other marketplaces search differently.
How Keyword Trends Differ by Marketplace
Marketplace | Keyword Search Behavior | Example Keywords |
Amazon | Searches focus on specificity, best-selling and high-rated products. | "Breakfast granola bars", "Snack variety pack" |
Walmart | Searches prioritize affordability and bulk options. | "Cheap protein bars", "Bulk snack packs for families" |
Target | Searches are health-conscious and premium-focused. | "Organic gluten-free granola bars", "Low-carb snack options" |
Instacart | Searches are focused on grocery delivery and convenience. | "Quick healthy snacks for delivery", "Instacart best-selling snacks" |
Example: Targeting Keywords for Different Marketplaces (Snack Category)
Amazon Buyer: “Breakfast gluten-free snack bars”
Walmart Buyer: “Cheap family-size granola bars”
Target Buyer: “Organic low-sugar breakfast bars”
Instacart Buyer: “Healthy grab-and-go snacks for delivery”
By tailoring keywords to marketplace-specific search trends, you maximize product visibility where shoppers are most likely to buy.
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Implementing Keywords into Marketplace Product Listings
Once you’ve identified and structured your keyword strategy, the next step is implementing those keywords effectively within your product listings. Simply having the right ecommerce SEO keywords isn’t enough—you need to place them
strategically to improve rankings, increase visibility, and drive more conversions.
1. Optimizing Product Titles
Your product title is the most important element for marketplace rankings. It should:
Naturally integrate primary and long-tail keywords.
Be readable and engaging for buyers.
Highlight key product features that influence buying decisions.
Why the optimized title works:
“Healthy Snack Variety Pack” = Primary keyword
“Nut-Free, Gluten-Free” = Secondary keywords
“20-Pack for Kids & Adults” = Highlights value and audience
A strong, keyword-optimized title ensures higher click-through rates (CTR) and better search rankings on Amazon, Walmart, and other marketplaces.
Read more about "The Ultimate Guide to Product Title Optimization to Boost Digital Shelf Visibility in 2025"
2. Writing Optimized Bullet Points
Bullet points should sell the product while integrating ecommerce keywords naturally.
What bullet points should do:
Highlight key product benefits (e.g., healthy, diet-friendly, convenient).
Answer common buyer questions (e.g., allergens, ingredients, portion sizes).
Include secondary and long-tail keywords without making them sound forced.
Example: Bullet Points for a Snack Variety Pack
Optimized Bullet Points:
✔ Delicious & Healthy Snacks: This snack variety pack includes low-calorie, gluten-free granola bars, perfect for kids’ lunchboxes, work, or travel.
✔ Nut-Free & School-Safe: Packed with nut-free snack options, these are great for school lunches and on-the-go munching.
✔ Perfect for All Ages: Whether you’re looking for healthy snacks for adults or kid-friendly treats, this assortment has something for everyone.
✔ Convenient & Individually Wrapped: These grab-and-go snacks are ideal for road trips, office breaks, and game-day parties.
❌ Bad Bullet Points:
Comes with 20 different snacks.
Nut-free snacks for school.
Healthy bars for kids and adults.
Why the optimized version works:
Uses secondary and long-tail keywords naturally.
Answers common shopper concerns (healthy, school-safe, individually wrapped).
Creates a more compelling pitch to encourage clicks and conversions.
3. Optimizing Product Descriptions
Your product description is where you tell the story of your product while reinforcing ecommerce SEO keywords.
What a great product description should include:
Expand on product features and how they benefit the buyer.
Use storytelling to create a connection with the customer.
Integrate keywords seamlessly without keyword stuffing.
4. Utilizing Backend Keywords
Many marketplaces (like Amazon) allow hidden search terms in the backend to improve discoverability. These don’t appear on product pages, but they help your listing rank for additional searches.
How to optimize backend keywords:
Include synonyms and alternate phrasing (“low-sugar bars,” “protein bars for kids,” “gluten-free snack box”).
Add common misspellings (“snack varity pack,” “gronala bars”).
Avoid duplicate keywords that are already in your title and description.
Read more about "Amazon Backend Keywords: Character Limit, Best Practices & Tools to Optimize Your Listings"
Using backend keywords strategically helps expand your search reach without cluttering your product page with excessive keywords.
5. Enhancing Visibility with Additional Content (A+ Content)
For marketplaces like Amazon, A+ content (Enhanced Brand Content) allows you to add images, videos, and rich text to create a visually engaging product page.
Best practices for A+ content:
Use high-quality images that highlight the product’s ingredients, packaging, and use cases.
Add comparison charts showing why your product is better than competitors.
Integrate ecommerce keywords naturally within product descriptions and headers.
Example A+ Content for Snack Variety Pack:
Header: “A Healthy Snack Box for Every Occasion”
Image Sections:
"School-Friendly Snacks (Nut-Free & Gluten-Free)"
"High-Protein Options for Post-Workout Energy"
"Perfect for Work, Travel, and Game Day"
Call to Action: “Order your healthy snack variety pack today and enjoy guilt-free, on-the-go snacking!”
What NOT to do:
Use too much text instead of images.
Repeat the same keywords excessively in A+ content.
Use low-quality, unclear product images.
Well-designed A+ content helps boost conversions by offering a richer, more engaging experience for shoppers.
Conclusion
A well-executed marketplace keyword strategy isn’t just about rankings—it’s about connecting the right buyers with the right products at the right time.
By structuring keywords into primary, secondary, long-tail, campaign, and backend categories, brands can maximize visibility, increase conversions, and outperform competitors.
More importantly, implementing these keywords strategically in titles, bullet points, descriptions, and A+ content ensures that listings don’t just rank high but also drive engagement and sales.
Ecommerce success hinges on understanding marketplace search behavior and adapting keyword strategies accordingly. Whether it’s targeting seasonal trends, optimizing backend search terms, or leveraging AI-driven keyword research, brands that invest in a structured, data-backed keyword approach will see sustained growth and higher marketplace dominance.
Those who overlook keyword research will continue to struggle for visibility, leaving sales on the table for better-optimized competitors.
Frequently Asked Questions
1. How do I determine the keyword difficulty for ecommerce keywords?
Keyword difficulty measures how hard it is to rank for a specific keyword based on competition. You can determine keyword difficulty by:
Using SEO tools like Ahrefs, SEMrush, or Moz to check competition levels.
Analyzing search volume—higher competition often means higher difficulty.
Checking competitor rankings to see who dominates the search results.
Identifying long-tail keywords with lower difficulty but higher conversion potential.
2. What are the best tools for ecommerce keyword research?
The best keyword research tools for ecommerce include:
SEMrush – Offers keyword analysis, difficulty scores, and competitor insights.
Ahrefs – Provides search volume, ranking difficulty, and backlink analysis.
Google Keyword Planner – Free tool to identify high-traffic keywords.
Jungle Scout – Ideal for Amazon SEO and product research.
Helium 10 – Specialized in Amazon keyword tracking and competitive analysis.
3. How can I identify high-performing ecommerce keywords?
To find high-performing ecommerce keywords, focus on:
Search volume – High-traffic keywords indicate strong demand.
Low-to-medium competition – Easier to rank for than highly competitive terms.
Conversion potential – Product-focused keywords (e.g., "best wireless headphones for running") tend to drive higher purchase intent.
Customer behavior trends – Use Google Trends to spot seasonal spikes.
Marketplace-specific data – Amazon, Walmart, and eBay keyword tools help refine product listings for each platform.
4. What tools are best for researching ecommerce keywords?
The top tools for ecommerce keyword research include:
Google Keyword Planner – Ideal for identifying broad search trends.
SEMrush & Ahrefs – Best for competitor keyword tracking and difficulty scores.
Helium 10 & Jungle Scout – Perfect for Amazon-specific keyword research.
AnswerThePublic – Helps discover long-tail search queries.
5. How do I align ecommerce keywords with buyer intent?
To match keywords with buyer intent, consider:
Awareness stage keywords – General searches (e.g., "best running shoes").
Consideration stage keywords – Comparative searches (e.g., "Nike vs. Adidas running shoes").
Purchase intent keywords – Product-specific searches (e.g., "buy Nike Air Zoom Pegasus 39").
Use of AI tools – AI-driven listing software automatically selects keywords based on buyer search behavior.
6. What are some common mistakes to avoid when using ecommerce keywords?
Avoid these common keyword mistakes in ecommerce SEO:
Keyword stuffing – Overloading listings with keywords reduces readability and engagement.
Ignoring long-tail keywords – Focusing only on high-volume keywords misses out on niche audiences.
Using irrelevant keywords – Misleading SEO tactics lead to high bounce rates.
Not tracking performance – Always monitor rankings and adjust based on real-time data.
Forgetting about marketplace-specific SEO – Optimize separately for Amazon, Walmart, and Google, as each platform has different ranking algorithms.
