Amazon Keyword Research Insights for a Changing Landscape
Ep. #1180 - The New Era of Keyword Research
Welcome to this comprehensive blog inspired by Episode #1180 of Startup Hustle. In this enlightening conversation, Andrew Morgans, the host of Startup Hustle, engages in a dynamic dialogue with Daniel Fernandez, the CEO of AMZ Clever. Together, they unravel the intricacies of Amazon keyword research, offering invaluable insights and strategies for success.
In this conversation between two Amazon experts, Daniel Fernandez and Andrew Morgans, we will explore the art and science of Amazon keyword research. Dive deep with us as we uncover the strategies, tools, and techniques that can make your Amazon product listings stand out and drive organic traffic, conversion rates, and ultimately, sales.
Understanding Amazon Keyword Research:
The dialogue starts with Daniel Fernandez, an entrepreneur who has mastered the art of Amazon keyword research. He emphasizes the evolution of product research, and keyword research, and the essential role they play in product visibility and the Amazon ecosystem. Daniel takes us on a journey through the different waves of Amazon keyword research methodologies, highlighting how the landscape has evolved over time.
Wave 1: Bestseller Rank (BSR) Analysis
At the dawn of Amazon selling, sellers would rely on Bestseller Rank (BSR) to gauge product popularity. Daniel reminisces about the early days when simply emulating top-performing Amazon listings could yield success. However, as the marketplace grew more competitive, a new approach was needed.
Wave 2: Chrome Extensions and Estimations
The advent of Chrome extensions like Jungle Scout marked a significant shift. Sellers gained access to estimated sales data for products, allowing for more informed decisions. This wave empowered sellers to evaluate Amazon product listings' potential and competition more accurately.
Wave 3: Search Volume Data and Amazon's Algorithm
Next came the wave of search volume data. Tools leveraged a loophole to access Amazon's keywords search volume data, revolutionizing the way sellers identified relevant keywords. Amazon eventually closed this loophole but continued to provide sellers with valuable keyword insights through its own algorithms.
The Current Wave: Amazon's Data Transparency
Today, Amazon itself has opened the gates to its treasure trove of keyword data. Features like the Product Opportunity Explorer, Search Query Performance, and Brand Analytics offer sellers precise information on keyword search volume, click-through rates, and conversion data. Sellers can now craft their strategies based on concrete data, reducing guesswork.
The New Focus: Offer Optimization
With the guesswork eliminated, the focus has shifted to offer optimization. Sellers now have the power to pinpoint where sales are happening and can focus their efforts on creating compelling offers for Amazon product listings. Daniel and Andrew stress the importance of telling a product's story, educating customers, and providing intrinsic value.
The Changing Landscape: Amazon's Organic Ranking
Daniel Fernandez raises a critical point—the organic ranking on Amazon is changing. With the proliferation of ad placements on Amazon search results pages, sellers are engaging in paid advertising more than ever before. This shift demands a strategy centered around the Customer Acquisition Cost (CAC) to Lifetime Value (LTV) ratio. It's no longer about making profits on the first sale, but rather on repeat purchases and customer retention.
Adapting to the Challenge
To thrive in this competitive landscape, sellers must embrace performance marketing. Daniel Fernandez advocates for diversifying sales channels and adapting to the evolving marketplace. He mentions cases where direct-to-consumer (DTC) websites have added an Amazon tab to remove friction for customers who prefer shopping on Amazon.
Walmart and the Transparency Advantage
Shifting the focus to Walmart, Daniel highlights its transparency in providing sellers with clear criteria for improving product listings' quality and obtaining pro-seller badges. Walmart's willingness to share this information sets it apart from Amazon and offers new opportunities for growth.
Harnessing the Power of AI
As the conversation veers toward the use of AI in eCommerce, Daniel Fernandez discusses the potential of AI-generated content and images. While AI can save time and provide valuable insights, he cautions against overreliance on AI-generated content. Human creativity and understanding of shopper psychology still play a crucial role.
Andrew Morgans also touches on the rise of AI operators who specialize in crafting the right prompts for AI systems. These operators can be the gatekeepers who ensure AI generates desirable outcomes.
Bringing It All Together
In conclusion, this conversation between Andrew Morgans and Daniel Fernandez unveils the ever-changing landscape of Amazon keyword research. With the evolution of tools and data transparency, sellers have more resources than ever to fine-tune their strategies and thrive in the competitive world of eCommerce.
As you navigate the world of Amazon, remember the importance of offer optimization, performance marketing, and adapting to new trends. Stay agile, leverage the power of AI wisely, and keep an eye on the evolving dynamics of platforms like Amazon and Walmart.
By staying informed and implementing the strategies discussed in this conversation, you can position yourself for success in the dynamic world of eCommerce. Whether you're a seasoned seller or just starting your Amazon journey, mastering keyword research is a crucial step towards achieving your goals and increasing your Amazon product listing's visibility in organic search results.