Overview

The third session of the 2024 Amazon Keyword Research Masterclass teaches sellers how to locate high‑impact competitor keywords that are missing from their own listings. By exposing these hidden terms, sellers can close gaps that otherwise cost them clicks and sales, making the tactics essential for anyone looking to improve organic visibility on Amazon.

Key Points

• Hidden competitor terms — Top‑ranking listings often contain niche phrases tucked into titles, bullet points, or backend fields that rival sellers simply overlook.
• Reverse‑ASIN mining — Feeding a competitor’s ASIN into a reverse‑ASIN tool reveals the exact keyword strings Amazon has assigned to that product.
• Search‑term gap analysis — Matching your own keyword set against a competitor’s list highlights “gap” phrases you can add to boost relevance.
• Long‑tail expansion — Pairing discovered competitor words with modifiers such as “eco‑friendly” or “travel‑size” creates highly specific long‑tail keywords that capture intent‑rich traffic.
• Automation platforms — Solutions like Helium 10’s Cerebro and Magnet automate data extraction and validation, cutting research time from hours to minutes.
• Performance tracking — After updating listings, monitoring rank, click‑through rate, and sales velocity confirms whether the new terms are delivering measurable lift.

How Competitor Keyword Discovery Works

1. Select target rivals — Identify 3‑5 ASINs that consistently appear on the first page for your primary search term.

   • Example: A vendor selling silicone baking mats chooses three best‑selling ASINs that show up for “non‑stick baking sheet.”

2. Run reverse‑ASIN reports — Enter each competitor’s ASIN into a reverse‑ASIN utility to pull the exact keywords Amazon attributes to those listings.

   • Example: The report returns phrases like “heat‑resistant silicone mat,” “oven‑safe baking liner,” and “dishwasher‑safe cooking pad.”