How to Find the Best Keywords from Amazon Suggestions for Manual Ads

January 22, 2025

If you want to find high-converting keywords manually, follow this step-by-step process. This guide will help you gather relevant keywords from Amazon search suggestions, analyze their quality, and use them effectively in manual PPC ads.

Step 1: Extract Keywords from Amazon Auto-Suggestions (Manual Process)

1.1 Use Amazon’s Search Bar for Keyword Ideas

  1. Go to Amazon.com (or your target marketplace).
  2. Type a broad keyword related to your product in the search bar.
  3. Look at the auto-suggestions Amazon provides.
  4. Write down relevant suggestions.

📌 Example:
If you sell funny cat-themed t-shirts, start with the keyword "funny cat t-shirt". As you type, Amazon will suggest:

  • Funny cat t-shirt for men
  • Funny cat t-shirt for women
  • Funny cat t-shirt vintage
  • Funny cat t-shirt Halloween
  • Funny cat t-shirt Christmas

💡 Pro Tip: Expand your search by typing different variations:

  • Start with one word (funny cat → funny cat s...)
  • Add letters (funny cat a..., funny cat b...)
  • Try plural/singular versions (funny cat shirts vs. funny cat shirt)


Step 2: Analyzing Keyword Relevance

Once you have a list of potential keywords, evaluate them based on search intent and competition.

2.1 Check the Search Intent

A keyword should match what your product is. Some keywords may be suggested but might not be relevant.

📌 Example:

  • ✅ "Funny cat t-shirt for men" → Relevant if you sell men's t-shirts.
  • ❌ "Funny cat pajamas" → Irrelevant if you only sell t-shirts.

⚠️ Important: Avoid keywords that might bring unqualified traffic and waste ad spend.


2.2 Check Competition (Manual Method)

To see how competitive a keyword is:

  1. Search the keyword on Amazon.
  2. Check the number of results displayed at the top.
  3. Analyze the first 5-10 listings.

📌 Example:

  • "Funny cat t-shirt for men" → 12,000 results (High competition)
  • "Funny cat t-shirt vintage" → 3,000 results (Moderate competition)
  • "Funny cat t-shirt Halloween" → 1,200 results (Low competition)

💡 Best Practice:

  • Highly competitive (10,000+ results): Hard to rank, only use if it's a trending keyword.
  • Moderate competition (1,000 - 10,000 results): Good balance between traffic and competition.
  • Low competition (<1,000 results): Easier to rank, but check if products are selling well.


2.3 Check Best Sellers Rank (BSR) for Demand

To see if a keyword is worth targeting, check the BSR (Best Sellers Rank) of top-selling products:

  1. Click on the first few listings for the keyword.
  2. Scroll down to "Product Details" and look at the BSR in the main category (not subcategory).
  3. If multiple listings have a BSR below 200,000, it means the keyword has demand.

📌 Example:
For "funny cat t-shirt Halloween", the top results show:

  • ✅ BSR: 50,000 (High demand)
  • ✅ BSR: 120,000 (Moderate demand)
  • ✅ BSR: 180,000 (Still good)
  • ❌ BSR: 400,000+ (Low demand)

Best Practice:

  • BSR below 200,000 → Good demand, worth targeting.
  • BSR above 200,000 → Low demand, consider avoiding.

Step 3: Refining Keywords for Manual Ads

After filtering keywords, organize them into broad, phrase, and exact match types to maximize ad performance.

3.1 Broad Match (Discover New Variations)

  • Your ad will appear for related searches (synonyms, misspellings, and close variations).
  • Good for: Finding new keywords & expanding reach.

📌 Example:

  • Keyword: "funny cat t-shirt"
  • Ads might show for: "hilarious cat shirt", "cute cat tee", "funny kitten shirt".

⚠️ Risk: You may get clicks for unrelated searches (e.g., "funny dog t-shirt").


3.2 Phrase Match (More Targeted)

  • Ads show when the exact phrase appears in the search (before or after other words).
  • Good for: Keeping relevance while still capturing variations.

📌 Example:

  • Keyword: "funny cat t-shirt"
  • Ads might show for: "black funny cat t-shirt", "funny cat t-shirt for men".


3.3 Exact Match (Highest Precision)

  • Ads only show if the exact keyword is searched (no variations).
  • Good for: High-converting keywords with proven results.

📌 Example:

  • Keyword: "funny cat t-shirt"
  • Ads will ONLY show for "funny cat t-shirt" (nothing else).

⚠️ Risk: Less reach, but best for maximizing conversion rate.


Step 4: Adding Negative Keywords to Avoid Wasting Money

To prevent unqualified clicks, add negative keywords for irrelevant searches.

📌 Example: If you ONLY sell men’s t-shirts, add:

  • Negative Exact: "funny cat t-shirt for women"
  • Negative Phrase: "women t-shirt"

This stops your ads from showing for those searches, saving money.

Final Steps: Testing & Optimizing

  1. Start with Broad + Phrase + Exact Match keywords.
  2. Monitor ad performance (CTR, CPC, ACoS).
  3. Pause keywords with high cost & low conversions.
  4. Increase bids on high-performing keywords.

Summary Checklist

✅ Step 1: Extract Keywords from Amazon Suggestions
✅ Step 2: Analyze Relevance, Competition, & BSR
✅ Step 3: Organize into Broad, Phrase, and Exact Match
✅ Step 4: Use Negative Keywords to Reduce Wasted Spend
✅ Step 5: Test, Optimize, & Scale Up the Best Keywords