Knowledge is power.
It doesn’t matter if you are only launching your first store or trying to expand the business you’ve been building for long, knowing what products your customers are looking for, what brands they prefer and what keywords they use to find them is invaluable.
The problem? It’s almost impossible to gain such insights. At least not without conducting individual customer interviews to discover their needs. This however would require enormous amounts of time and effort and even then, wouldn’t guarantee any reasonable results.
At the same time, there is a wealth of knowledge you could potentially utilise. And to my surprise I discovered that there is a tool to gain an insight into a buyer search behaviour of Amazon.
Recently, a new web application came on my radar, one that promises to overcome that major obstacle in Ecommerce research – MerchantWords. What Google’s Keyword Planner does for Google data, MerchantWords does for Amazon.
I have to admit that I never thought a tool like this will ever exist. To put what it does in the simplest terms possible, MerchantWords is a keyword research tool for Amazon. Just like traditional keyword research software, which analyses an average number of internet searches for a particular phrase, MerchantWords does the same with Amazon data. Thanks to this software, with a single click you can find out what are the most popular search phrases used by Amazon visitors as they shop.
This is an invaluable knowledge you can use in a number of ways:
Since most users access your site through search, knowledge what are the most popular keywords used on Amazon is extremely useful. You can start optimizing your pages for those keywords, or create new content to rank as high as possible for them, attracting targeted audience to your site.
When you’re starting out, it can be hard to tell which of products you consider offering will sell better than others. You have no historic data to base your decision on. But, that’s exactly the knowledge you need to make an informed decision about what items to sell and promote.
These Amazon searches can tell you what are the most popular products searched and thus indicate what to invest your money in. Naturally you shouldn’t base your decision on this data alone. But it can suggest some options to choose from.
It is not a secret that long tail keywords are often better converting than their short tail counterparts. Most of the time someone searching for a very specific product, like “Gear Up Wall Mounted bike rack for 4 bikes” is more likely to buy than a person searching for a generic term like “bike racks”, for instance.
Amazon searches might reveal long tail keyword variations you wouldn’t normally think of, allowing you to create and optimise content for them.
Not many of us have the luxury to start an ecommerce business with a proper, full blown marketing budget. A lot of the times you need to bootstrap your way in. And with a limited budget you need to be very careful about products you will invest to market. You need to pick the ones that offer the biggest conversion opportunity. An insight from Amazon users might help you to establish what these products could be.
I think it’s important to mention this – I am not associated in any way with MerchantWords. Moreover, I don’t know and have never been in touch with the people behind it.