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E-Commerce Trends The Know-how on Keyword Extraction to Maximize Product Exposure

Registration dateAUG 24, 2022

The Know-how on Keyword Extraction to Maximize Product Exposure The Know-how on Keyword Extraction to Maximize Product Exposure

Due to the nature of the e-commerce market, where products are exposed and sold using keyword search, it is crucial to index the proper keywords so that our products appear in the consumers’ search result. Users can expose products and maximize click and conversion rate of purchase by applying keywords that are strongly related to the users’ products and have a huge demand for search by consumers in their product listings. This is the ‘keyword optimization’ that all Amazon sellers must do before starting their sales.

[Examples of Products Indexed in ‘Sleeping Bag’] Examples of Products Indexed in ‘Sleeping Bag’ Examples of Products Indexed in ‘Sleeping Bag’ (Source: (Source:
Expected effect Through Keyword Optimization
  1. 01Maximized Exposure

    Users can maximize the range of product searches and expose their products to as many consumers as possible by reflecting keywords with high search volume in the listing.

  2. 02Reflection of Specific Consumer Needs

    Users can target consumers with more specific needs by reflecting keywords that match the features of their products among the keywords that consumers search on Amazon.

  3. 03Positioning in the Strategic Market

    A ‘strategic market’ is not just a keyword market with a large search volume, but a market, where there is demand for the user’s own products without fierce competition. Users can expose their products to a strategic niche market by intensively targeting keywords that show proper demand (search volume), suitable product features (keywords), and low competition intensity (number of listings or number of brand competitors).

As such, keyword optimization is essential for sellers who have started Amazon. However, this should never be performed based on individual subjectivity or sense but based on data of keywords that are searched by the consumers. From this point on, let’s learn about the methods of extracting strategic keywords. Let’s Learn How to Strategically Extract Keywords!
  1. 01Check Competitors’ Listings

    This is a process of checking which keywords are commonly used by competitors' listings prior to keyword selection. It is a prerequisite for keyword extraction. First, find the listing that is most similar to your product on Then, check which category the listing is under. A simple way to check the category is to delete the text after the product ASIN in the URL of the listing. If you search for a keyword and access the listing, the category is not exposed, but if you search with the URL where the text after ASIN has been deleted through this method, the category is exposed at the top of the image. The location of the ASIN in the URL is as in the following image.

[Examples of Listing] Examples of Listing Examples of Listing (Source: (Source:
[Example of the Listing Page Before Deleting the URL] Example of the Listing Page Before Deleting the URL Example of the Listing Page Before Deleting the URL
[Example of the Listing Page After Deleting the URL] Example of the Listing Page After Deleting the URL Example of the Listing Page After Deleting the URL
[URL of Product Listing Page] URL of Product Listing Page URL of Product Listing Page (Source: (Source:

If you have found the market where your major competitors are positioning using the method above, then you need to identify which keywords are commonly used by competitors in that category.
[Keywords that Repeat Across Multiple Listings] Keywords that Repeat Across multiple= Keywords that Repeat Across multiple= (Source: (Source:
Observing the example above, keywords such as ‘Comforter’, ‘Quilt’, ‘Down-Alternative’, and ‘Duvet’ are commonly used in product titles. Searching for these common keywords is the first step in keyword extraction. Various related keywords can be extracted by using the corresponding keywords in the data tool.

  1. 02Amazon Search Term

    Amazon Search Term is a keyword data tool provided by Amazon. When you search for a specific keyword, you can check related keywords, the search ranking for each keyword, and the 1st, 2nd, and 3rd ranks of ASINs in click share for each keyword. Not only keywords but also keyword ranks by category can be checked, and the results can be downloaded in Excel. This feature can be used immediately by clicking on ‘Brand Analytics’ in the drop-down list of ‘Brands’ on the Seller Central dashboard.

[Amazon Search Term Page] Amazon Search Term Page Amazon Search Term Page (Source: Amazon Seller Central, Brand Analytics) (Source: Amazon Seller Central, Brand Analytics)
The ‘Search Frequency Rank’ of this page shows how frequently the users have searched for the term, and the lower the rank, the higher the search volume. Despite being Amazon's official data tool that provides such useful features, there are limitations in that it is a feature that only brand owners can use and that too few related keywords are exposed if you enter a keyword with a small search volume.

  1. 03POE(Product Opportunity Explorer)[1]

    The Product Opportunity Explorer (POE), which is a recently released beta service by Amazon, is a feature that displays the niche market proposed by Amazon. Because it is still a beta feature, access is still limited to only some accounts. However, it is a tool that provides a very useful feature for keyword extraction.

    The POE can be accessed through ‘Growth’ > ’Product Opportunity Explorer’ on the Seller Central dashboard. When accessing POE, it will display the following main screen. Users can check the niche market and keyword indicators recommended by Amazon for each category and keyword.

[Main Screen of Product Opportunity Explorer] Main Screen of Product Opportunity Explorer Main Screen of Product Opportunity Explorer (Source: Amazon Seller Central, Product Opportunity Explorer) (Source: Amazon Seller Central, Product Opportunity Explorer)
The following is the result of searching for the keyword ‘Comforter’ in POE. When searching for a specific keyword, Amazon lists typical keywords related to that keyword and images of the products under the name ‘Customer Needs’, and detailed keywords for each keyword appear. By clicking on that specific keyword, you can get information such as competitive products in that market, trends, related keywords, and insights from Amazon. Also, you can check the annual search volume of keywords, the number of top competing products, the average price of competing products, the change in keyword search volume, etc. Through this feature, high-efficiency keywords with essential indicators can be extracted and applied in the listing.

[POE Search Results] POE Search Results POE Search Results (Source: Amazon Seller Central, Product Opportunity Explorer) (Source: Amazon Seller Central, Product Opportunity Explorer)
Since this feature is still in beta version, the number of keywords provided is small, and there is an inconvenience in that it is provided only to sellers that have requested for use. To use the POE feature, you can send an email requesting activation of the feature by entering the seller account name and Merchant Token to the address Normally, it is activated within 2 to 3 weeks of inquiry.[2] In addition, Merchant Token can be found in Amazon Seller Central under Settings > Account Info > Business Information in the Merchant Token section.
  1. 04External Data Tools

    So far we have looked at methods to extract keywords within Amazon. Although keywords can be sufficiently extracted through these methods, many sellers are using (paid) external data tools to extract more keywords and secure data. There are also several types of external data tools, and each tool provides different features. There are various features such as a keyword search feature related to a specific keyword, a feature to search for a keyword matching a specific ASIN, and keyword extraction that satisfies distinct conditions (search volume, presence of advertisements, exclusion of specific words, etc.). So, if you need an external tool, compare the features of each tool and use the tool you need.

  1. 05Extract keywords in the Amazon Sales Process

    There is a technique to secure additional keywords even after sales are completed. One technique is to extract keywords with outstanding performance (exposure, sales, clicks) among the keywords found by the Amazon PPC advertisement’s auto advertisement program. Also, if the seller has been selling for some time, then the ‘Search Query Performance’ feature allows you to check the keywords and indicators that Amazon exposes based on the seller’s brand.

Manage Logistics with Cello Square After Completing Keyword Extraction! Many Amazon sellers face the challenge of having to select suitable keywords for their products by using important keyword extraction know-how. At the same time, they have to perform inefficient logistics with numerous documents and complex processes.

Due to the long duration of extracting keywords, we recommend to solve the logistics management with Cello Square. Cello Square provides e-commerce logistics services optimized for overseas shopping mall sellers. Concerning overseas shopping malls such as Amazon, you can entrust all logistics-related services such as automatic order creation, delivery processing, customs clearance, fulfillment service, and return processing.
cello square cello square
Cello Square is an e-commerce service for global sellers. It provides Amazon FBA express shipping service (global), Amazon FBA ocean shipping service (U.S./Japan), an e-commerce consulting package, and an e-commerce multimodal shipping service (Japan/Singapore).
Digitize export-import logistics with Cello Square Digitize export-import logistics with Cello Square
You can experience the fastest shipping service and the FBA warehousing service, which is offered at a cost-effective rate that combines sea shipping and local warehousing services. The biggest advantage is being able to solve logistics problems with the digital forwarding service, Cello Square. We recommend you use it. References [1] 『Opportunity Explorer』, Amazon Seller Central
[2] 『Amazon Sales Strategy in 2022, Complete Product Selection with this. | Amazon Product Opportunity Explorer Part 2』, Kontactic YouTube Channel

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