Overview

Amazon’s paid ad platforms can funnel huge traffic to a listing, but the upside disappears when the keyword foundation is weak. Recent guidance from Ads Academy stresses that pinpointing the right search terms is the first step for any Sponsored Products, Sponsored Brands, or Sponsored Display campaign. Sellers who overlook this research often face poor relevance scores, inflated ACOS, and limited visibility.

Key Points

• Relevance determines placement — Ads that align with high‑intent queries are shown higher on the results page, which lifts click‑through rates; for example, a “leak‑proof travel bottle” ad appears above generic “water bottle” ads.
• Match type shapes spend — Broad match captures a wide audience but may attract unrelated clicks, while exact match concentrates budget on shoppers ready to buy; a campaign using exact “stainless steel water bottle” sees tighter spend than one using broad “bottle.”
• Negatives safeguard budget — Adding terms that generate clicks without sales, such as “free” or “DIY,” prevents wasted impressions on non‑buyers.
• Search volume reflects demand — Keywords that consistently register hundreds of monthly searches signal a steady pool of potential customers to target.
• Competitor analysis reveals gaps — Scanning rival listings uncovers high‑performing phrases you might have missed, like a competitor’s “double‑wall insulated bottle” that drives strong sales.
• Seasonality reshapes performance — Adjusting bids and adding holiday‑specific phrases such as “gift water bottle” during Q4 captures timely shopper interest and improves ROI.

How Keyword Research Works for Amazon Ads

1. Collect seed terms — Pull core words from your product title, bullet points, and common synonyms; a stainless‑steel bottle might start with “insulated bottle,” “travel mug,” and “eco‑friendly flask.”
2. Tap Amazon’s autocomplete — Enter each seed word in the search bar and record the dropdown suggestions; the phrase “insulated water bottle for gym” often surfaces, indicating a frequent shopper query.