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Free Amazon Keyword Tool: Sonar by Sellics

Amazon keyword research tool that helps Amazon sellers, vendors, and agencies find all relevant keywords for their businesses, increase product listing visibility, and improve Amazon SEO. Our keyword tool provides results based on real data from actual customer search queries.

UPDATE: Amazon sellers and vendors – please, read more about Coronavirus online shopping impact and COVID-19 ecommerce predictions. Relevant data / insights about Coronavirus impact on ecommerce & Amazon can be found here.

Sonar keyword tool

  • Sonar is a 100% free keyword tool: no hidden costs, try and buy or credit card
  • Our database has 180+ million keywords generated by real Amazon shoppers
  • Our Amazon keyword tool offers search terms in multiple languages
  • Use reverse ASIN lookup to identify and track competitors’ keywords
  • Sonar is easy to use – no signup needed



Take your seed search term and use our tool to generate hundreds of long-tail Amazon keywords in the blink of an eye!

Amazon PPC Grader

Q&A Part I: Basics of Keyword Ranking and Research


Why do I need an Amazon keyword tool? Why is Amazon keyword research so important?


Keywords are a decisive factor for product visibility and in driving traffic to your product listing page. Your product will only be displayed in the search results if a customer's query matches the keywords in your product listing or Seller Central backend. The Sonar Amazon keyword tool helps you to identify all relevant keywords to maximize visibility.

Learn more about selling on Amazon on our Sellics Blog:

Amazon Keyword Research
keyword research on Amazon


Amazon Keyword Ranking
Amazon ranking

What is the Amazon keyword ranking and how does it work?


The Amazon A9 ranking algorithm generally ranks products in two simple steps:

Step 1: Keywords – Does my product rank at all?
In the first step Amazon determines, if your product can show up for a specific search term in the search results. Amazon looks at the keywords in the following fields of your product listing: backend keywords (field name 'search terms' or 'generic keywords'), title, bullet points (also called 'highlights' or 'attributes') and description. Your product listing has to contain all the keywords from a search query to appear.

Step 2: Performance – How well is my product ranking?
In the second step Amazon determines the keyword specific ranking position of your product. For this Amazon looks at the performance history of your product, and specifically at click-through-rates (CTR), conversion rates (CR) and sales. The better your product performs, the better it will rank. That's why e.g. good copy and images can improve your ranking by improving your performance.



How do I use your Keyword Tool in my PPC campaigns on Amazon?


The Amazon PPC model uses keyword or ASIN targeting to match buyers' search queries with the relevant Sponsored Products or Brands ads. An unoptimized keyword strategy potentially brings budget risks – you can waste money bidding on keywords that don't convert. All this means that simply using Amazon Advertising is not enough to increase profit or gain exposure. You have to use your keywords with maximum possible efficiency and here's how it works:

'Search terms' usually refer to search queries that shoppers are using along their user journey across Amazon and 'keywords' refer to what sellers bid on in their PPC campaigns. Depending on the match type, one keyword can cover multiple search terms:

  • Broad match: search terms contain all components of a keyword in any order
  • Exact: terms match keyword word by word (same word order and components)
  • Phrase: search terms contain all components of your keyword in the same order

Within a manual campaign, you can refine your ad targeting by finding the optimal combination of match types. Don't forget about negative targeting – you can exclude unwanted customer search terms ('negative keywords') from your ad campaigns.

PPC keyword technique that efficiently fits your product / business is a powerful tool to help you control advertising costs on Amazon. However, there are a variety of factors that can influence the profitability of PPC campaigns. While targeting proper keywords and constantly improving upon them, you can miss insights on your real ad waste level or sales potential.

So, we've developed another free tool for you – Request your free PDF report that grades your Amazon advertising performance.


Keyword Match Types
keyword match types on Amazon

click for the hi-res version – opens in the new tab


Amazon PPC Grader



What are ranking factors on Amazon?


Here are some of the factors you should consider, when optimizing your product's ranking.
These factors are either about improving your product keywords or your product performance (CTR, CR, sales).

  1. Keywords: Make sure you have all relevant keywords in your product listing, i.e. in backend keywords, title, bullet points or description
  2. Additional information fields are used for the Amazon search sidebar filter. Fill out as many of them as possible otherwise you won't be visible in filtered search results
  3. Product copy: Create appealing product texts, that explain your products USPs in an easy-to-read way and deliver all information for an informed buying decision. Don't forget about the keywords.
  4. Product images: Create professional product images that illustrate different aspects of your product regarding benefits, lifestyle, use, perspectives etc.
  5. Shipping / FBA: Offer fast and timely shipping. FBA (Fulfillment by Amazon) can be an advantage for reaching Prime customers
  6. A+ content: Use A+ content to tell the story of your product, product selection and brand in a more engaging way
  7. Reviews: Track and manage reviews and provide stellar customer service
  8. Price: Test different prices to see what works best for your product

Additionally, you can always use our Amazon keyword tool to generate a broader list of relevant search terms


How do I optimize keywords on my product listing?


After researching your target search terms with Sonar Amazon keyword tool, you need to add them to your product listing and optimize it. You can add keywords to the following fields:

  1. Title
  2. Description
  3. Bullet points (also called 'highlights' or 'attributes')
  4. Backend keywords (field name 'search terms' or 'generic keywords')

Here are some tips for how to do that:

  • Focus on optimizing for conversion in the fields visible on the product page
  • All fields have the same weight or relevance for the Amazon algorithm
  • Keywords in A+ Content are not considered for Amazon rankings

Add most of your keywords to the backend keywords on Amazon (not visible on the product page):

  • Do not use more than 249 bytes including spaces and punctuation
  • You only need to use every unique word once – no need for repetition
  • Use space as separator e.g. 'wallet leather blue', not 'wallet leather wallet blue'
Optimize Product Listing
product listing optimization
Amazon Keyword Analysis
additional keyword analysis

Which additional Amazon Keyword Analysis should be conducted?


After successfully finishing your Amazon keyword research and product optimization, it's important to observe how your keyword rankings develop over time. This is how you understand if optimization efforts have led to an improvement in your organic visibility on Amazon. Monitor your keyword rankings easily using our Keyword Ranking Tracker Tool.

Q&A Part II: Sonar – Amazon Keyword Tool Functionality


How does your Amazon Keyword Tool work?


The Sonar keyword database contains all the customer search queries that have been entered into Amazon. Sources other than Amazon (e.g. Google) are not taken into account, as the customer search behavior here differs significantly. And yes, you can also research Amazon keywords for Kindle and eBooks as customer search queries in our database are available across all product categories. All this ensures that Sonar tool only provides keyword suggestions with a high relevance.

Sonar Keyword Tool
Sonar results screenshot
Download Results

How do I optimize keywords using your Amazon Keyword Tool?


Keyword optimization for Amazon SEO is a two-step process:

  1. Find relevant keywords with Sonar
  2. Download and add your new keywords to your Amazon product, thus optimizing your product listing

Learn more about Amazon listing optimization and image requirements.


What is the difference between Sonar and other Amazon keyword tools?


Compared to other keyword tools like Merchant Words and Keyword Inspector, Sonar offers a free comprehensive set of features including:

  • Reverse ASIN search
  • Keyword Translator – find Amazon keywords in any language
  • Keyword Index Checker – check if your keywords are being indexed by Amazon
  • PPC Keyword Display – see the keywords your competitors are using for their ads

Most importantly, our keyword tool gives you the Amazon search volume for each keyword displayed – and it's 100% free!

Sonar Tool Comparison
sonar vs. other tools

click for the hi-res version – opens in the new tab


How does Sonar calculate search volume of keywords on Amazon?


Because Amazon itself doesn't provide any information on search volume, the Amazon search volumes in our keyword tool are based on our own research from our own algorithm. With the help of complex calculations for probability of appearance as well as many other diverse key figures, Amazon search volume can be calculated for every keyword.


Which Amazon marketplaces does your Amazon keyword tool cover?


Sonar is available internationally for the Amazon US and Amazon EU (DE, UK, FR, ES, IT) marketplaces. However, we're planning to expand to the remaining marketplaces as well. Find out about it first by signing up to the Sellics Newsletter.


Why does Sonar not display keywords for some products in the Reverse ASIN Search?


1. Sonar is a database, not a live query
Sonar is a huge database of Amazon product/keyword combinations that is updated in regular intervals plus the keyword tool. If a product is relatively new, it may not yet be part of the database, yet.

2. Sonar only displays keywords that rank well
Our Amazon keyword tool only includes keywords for which the ASIN is ranking on the first page of the search results (at the time of the last database update). The ASIN Reverse Search therefore offers a good opportunity to find keywords with which any given ASIN is generating most of its (organic) sales.


How do I use Sonar Reverse ASIN search to find competitor keywords?


Simply enter the ASIN of a competitor’s product and the tool will give you a list of keywords that product is ranking for.


What does the 'PPC label' in Reverse ASIN search results indicate?


The PPC label indicates keywords your competitor is using for their Amazon Sponsored Products ('PPC') ads.


Troubleshoot: Sonar is not loading any results


Make sure you do not have any JavaScript Blockers installed in your browser – this may cause issues with our Amazon keyword tool. Also, if you are using a company network with anything but the standard port (80), that may cause issues.

Now it's time to:

a) Find relevant keywords

b) Optimize product listings

c) Boost your Amazon sales


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