Free tool for Amazon Ads advertisers
Free Amazon Keyword Tool for Sponsored Products
A free Amazon keyword research tool for Amazon Ads. Enter your brand and product, and get a Sponsored Products keyword list with match types, negatives and a bulksheet for your ad group.
- Real Amazon search phrases. Each one marked "Seen in Amazon search".
- Negatives that guard your spend. Negative phrase and negative exact, each with its reason.
- A Sponsored Products bulksheet. Amazon's layout, free with a work email.
Example result: Starbucks Pike Place Roast ground coffee
Brand
- starbucks: Broad, Phrase, Exact (Seen in Amazon search). Brand match for this Starbucks coffee
- starbucks pike place: Phrase, Exact (Seen in Amazon search). Brand plus product line name
- starbucks ground coffee: Phrase, Exact (Seen in Amazon search). Brand plus exact product type
- starbucks pike place ground coffee: Phrase, Exact (Seen in Amazon search). Full brand product phrase
Product name
- pike place ground coffee: Phrase, Exact (Seen in Amazon search). Product line plus ground coffee
- pike place coffee: Phrase, Exact (Seen in Amazon search). Product line plus coffee category
- ground coffee: Broad, Phrase, Exact (Seen in Amazon search). Exact product type
Category
- medium roast coffee: Phrase, Exact (Seen in Amazon search). Stated roast plus category
- medium roast ground coffee: Phrase, Exact (Seen in Amazon search). Stated roast plus product type
- coffee: Broad, Phrase, Exact. Broad category search
Attributes
- medium roast: Broad, Phrase, Exact. Stated roast attribute
Negative keywords
- k cups: Negative phrase. Different pod format
- whole bean: Negative phrase. Different coffee form
- instant coffee: Negative phrase. Different product form
- french roast: Negative phrase. Different roast blend
What your Amazon keyword list contains
A keyword plan for one product: real Amazon searches first, AI ideas to fill the gaps, and a match type and a reason on every keyword.
- ThemesSorted the way you build ad groupsBrand, product name, category, attributes, use and occasion, and pack size. Copy one group, the whole list or a single keyword.
- Match typesBroad, phrase or exact, with a reasonEach keyword carries its suggested match types and a short line on why, so you can accept or change them at a glance.
- Seen in Amazon searchReal searches, clearly markedPhrases that appear in Amazon's own search suggestions carry this label (on the Whole Foods store, "Seen in Whole Foods search"). Everything else is marked "AI idea".
- NegativesSearches that describe a different productNegative phrase and negative exact candidates from real Amazon searches, each with its reason. No negative can block your brand, your product name or a fact you entered.
- On your productOnly what is true of itAttribute and pack-size keywords use only words you entered, so a roast, size or feature you did not enter stays out, and every other keyword is kept to your product as you describe it.
- Upload-readyWithin Amazon's word and character limitsKeywords stay within 10 words and 80 characters, negative phrase keywords within 4 words, and no keyword carries an ampersand, as Amazon Ads requires.
The tool works from search phrases and your product facts, so it shows no search volume, bids or conversion data: Amazon Ads is where you check those. For a sourced review of a live account, see a sample RMIQ keyword audit.
Amazon match types, with Amazon's own examples
Sponsored Products keywords run on three match types: broad, phrase and exact. Negative keywords come as negative phrase and negative exact.
| Match type | What it matches | Example or limit |
|---|---|---|
| Broad | The widest exposure. It may include singulars, plurals, variations, synonyms and related terms. | "sneakers" may match "canvas sneakers", "basketball shoes" or "cleats" |
| Phrase | Searches that contain every word of the keyword in the same order, plurals included. | "Doppler cotton sheet set" matches "Doppler cotton sheet set blue" and "King doppler cotton sheet set" |
| Exact | Searches identical to the keyword, word for word and in order, plurals included. | "Doppler cotton sheet set" matches "Doppler cotton sheet sets" |
| Negative phrase | Keeps your ad off searches that contain the complete phrase or close variations. | Up to 4 words per negative |
| Negative exact | Keeps your ad off searches of the exact phrase or a close variation. | Up to 10 words per negative |
Negatives work in automatic and manual campaigns, at campaign or ad group level. Keywords can be up to 10 words and 80 characters. Sources: Amazon Ads, targeting with Sponsored Products and Amazon Ads API, keyword limits. For bidding and campaign structure, read our Amazon Ads guide.
From keyword list to Amazon bulksheet
The download is an Excel bulksheet in Amazon's Sponsored Products layout: one row per keyword and match type, negatives on their own rows, ready for the IDs of the ad group you want to fill.
Rows from the Starbucks example, 9 of the file's 31 columns (swipe for more)
| Product | Entity | Operation | Campaign Id | Ad Group Id | State | Bid | Keyword Text | Match Type |
|---|---|---|---|---|---|---|---|---|
| Sponsored Products | Keyword | Create | your ID | your ID | enabled | starbucks pike place | phrase | |
| Sponsored Products | Keyword | Create | your ID | your ID | enabled | starbucks pike place | exact | |
| Sponsored Products | Keyword | Create | your ID | your ID | enabled | ground coffee | broad | |
| Sponsored Products | Keyword | Create | your ID | your ID | enabled | medium roast ground coffee | phrase | |
| Sponsored Products | Negative keyword | Create | your ID | your ID | enabled | k cups | negativePhrase | |
| Sponsored Products | Negative keyword | Create | your ID | your ID | enabled | whole bean | negativePhrase |
- Cells you fill in
- Negative keyword rows
- Get the file. Click the download button above your keyword list and enter your work email. The bulksheet downloads right away.
- Find your IDs in Amazon Ads. In Amazon Ads, open Bulk operations, create and download a custom spreadsheet with your Sponsored Products data, and open its Sponsored Products tab.
- Copy your IDs. Copy the Campaign Id and Ad Group Id of your manual keyword ad group into each row. Use the bulksheet IDs. The ad console shows different ones.
- Set your bids. The Bid column is blank on purpose. Enter a bid per keyword. Amazon also accepts the row with no bid.
- Upload. Back on the Bulk operations page, choose the file under "Upload your file to update your campaigns".
Before you upload: add your campaign and ad group IDs (from a bulksheet download) to each row.
Every row carries Operation Create, so the upload adds your new keywords and negatives to the ad group. Rather hand the campaign to specialists? See how RMIQ handles Amazon ads management.
Keywords for Whole Foods Market on Amazon
Switch the store to Whole Foods Market and the list starts from its own search suggestions on Amazon.
Grocery shoppers phrase searches their own way. We typed "organic al" into both stores. Whole Foods led with "organic almond butter" and "organic almonds". Amazon led with "organic almond milk".
The download is the same Amazon Ads bulksheet, so the steps above stay the same. Display ads and more: Whole Foods Market advertising.
Amazon's own keyword data and this tool
Amazon's keyword data sits inside Amazon Ads and Seller Central, and it opens up once you have an account, a brand or a live campaign. This free keyword research tool covers the step before: the first list for a new ad group.
| Keyword recommendations | Search term report | Brand Analytics | RMIQ keyword tool | |
|---|---|---|---|---|
| Where | Amazon Ads console, when you build a Sponsored Products campaign | Amazon Ads reports | Seller Central, under Brands | This page, no account or login |
| Who | Sponsored Products advertisers | Advertisers with running campaigns | Brand Registry brands with a Professional selling account | Brands, sellers and agencies planning a manual campaign |
| Starts from | The products you advertise | Your campaigns' traffic | Amazon search data | Your brand, product and key facts |
| You get | Recommended keywords with suggested bids | The shopper searches that drove your sales | Top Search Terms with search frequency rank, and Search Query Performance for your products | Themed keywords, a match type per keyword, negatives and a bulksheet |
Start here, launch, and once the campaign spends, mine the search term report for new keywords and negatives. Check your CPC, CTR and ROAS against our Amazon Ads benchmarks.
What to enter for a sharper list
Three fields and a store, written the way your product detail page reads. Attribute and size keywords use only what you type, so copy the facts straight from your detail page.
- Brand: your brand name as shoppers see it on Amazon.
- Product: the product name from your detail page, for example "Pike Place Roast ground coffee".
- Key facts (optional): what the detail page states. Add "medium roast" and roast keywords can appear. Skip it and they will not.
- Store: Amazon, or Whole Foods Market for products sold there.
Skip competitor names. The tool is set to leave rival brands out unless the search is a plain category one, so bidding on rival brands (conquesting) stays a separate campaign you plan yourself. New to the terms? Our glossary explains keyword targeting.
Amazon keyword tool questions
Does Amazon have a keyword tool?
Yes, inside your accounts: the Amazon Ads console recommends keywords with suggested bids, the search term report shows what shoppers searched once campaigns run, and Brand Analytics covers Brand Registry sellers. Anyone can see Amazon's search suggestions in the search bar. This tool starts from those suggestions and turns them into a Sponsored Products keyword list, free and with no login. See Amazon's own keyword data and this tool.
Is the Amazon keyword tool free?
Yes. Generating and copying keywords is free, with no Amazon account and no login. The bulksheet is free too: enter a work email and it downloads right away.
Does it show Amazon search volume?
No. The "Seen in Amazon search" label tells you a phrase appears in Amazon's search suggestions, and the tool shows no counts or bids. For demand and price, use Amazon's own data: suggested bids in the Amazon Ads console, the search term report once you spend, and search frequency rank in Brand Analytics if your brand is in Brand Registry.
Can I upload the bulksheet straight into Amazon Ads?
Yes, once you add your IDs. Each row needs the Campaign Id and Ad Group Id of your ad group, taken from a bulksheet download, because Amazon's bulksheet IDs differ from the IDs in the ad console. Set bids if you want them, then upload the file in Bulk operations. The steps are in From keyword list to Amazon bulksheet.
Does it work for Whole Foods Market?
Yes. Switch the store to Whole Foods Market and the list starts from Whole Foods Market search suggestions on Amazon. The download is the same Amazon Ads bulksheet. See Keywords for Whole Foods Market on Amazon.
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