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  • Writer's pictureBrian Cummings

Long Tail Keywords Amazon - How to use Amazon long-tail keyword strategy for PPC and Organic Sales

Updated: Oct 25, 2023

You've got a great product. You've got the motivation. But you're still not seeing the sales you want on Amazon. What's missing?

The answer might surprise you. It's a concept straight from the playbook of Amazon's own astronomical success story, and it's called the 'Long Tail' - a term popularized by Chris Anderson in his book "The Long Tail: Why the Future of Business is Selling Less of More."

Picture a regular brick-and-mortar store. Limited by shelf space, it can only stock the best-selling items. But Amazon? It has the boundless expanse of the internet, offering a home to millions of diverse products, satisfying every unique customer need.

But here's the kicker: the 'Long Tail' doesn't just apply to products. It's equally powerful when applied to keywords.

Welcome to the world of Long Tail Keywords - highly specific search phrases like "women's waterproof trail running shoes size 8" instead of just "running shoes". Each keyword might not attract a huge number of searches, but collectively? They can drive a MASSIVE amount of highly targeted traffic.

In this blog post, we're about to take a deep dive into the world of Long Tail Keywords. We'll show you how to use them to skyrocket your visibility, supercharge your conversion rates, and explode your Amazon success.

Are you ready to harness the power of the 'Long Tail' and elevate your Amazon business to the next level?

Let's get started!

Interested in other effective ways to boost your sales on Amazon? Read our article on effective Amazon SEO strategies here.

TLDR - Key Takeaways:

The Long Tail Concept refers to the vast number of products that individually sell less, but collectively make up a market share that rivals or exceeds the few bestsellers and blockbusters, if the store is large enough.

The Power of Specificity in Amazon SEO: When it comes to keywords, long tail doesn't just mean longer phrases—it also means more specific phrases. In the Amazon marketplace, this means moving away from generic keywords like "protein powder" and towards more specific long tail keywords like "vegan protein powder for weight loss."

Long Tail Keywords: What Are They and Why Do They Matter?

If you've ever Googled something very specific, you've used a long tail keyword. These are highly detailed search phrases often containing three words or more. They may not be the most searched terms, but they are the phrases that people use when they're ready to buy.

For example, someone searching for "running shoes" is likely in the early stages of their buying journey. But a person searching for "women's waterproof trail running shoes size 8" knows exactly what they want and is much closer to making a purchase.

That's the power of long tail keywords. They might not attract a ton of traffic individually, but collectively they can draw a significant number of ready-to-buy customers to your product listings.

The Concept of Long Tail in the Digital World: Lessons from Spotify, Netflix, and Amazon

The long tail concept isn't exclusive to Amazon; it's a strategy employed by many successful digital companies. Take Spotify, for instance. While top hits and popular playlists dominate the surface, a massive portion of its revenue comes from the lesser-known, niche songs. These tracks might not individually attract a large audience, but together, they constitute a significant portion of Spotify's streams.

Similarly, Netflix invests in a wide array of content, from blockbuster hits to obscure indie films. While most people might not watch every niche film, the collective viewership of these less popular movies contributes heavily to Netflix's success.

Just like these companies, Amazon leverages the power of long tail keywords to cater to the unique and specific needs of its customers, driving significant traffic and conversions.

Head Terms vs. Long Tail Keywords: A Comparative Analysis

When it comes to keyword strategy, it's important to understand the distinction between "head terms" and "long tail keywords".

Head terms are popular, high-volume keywords. They're often short, general, and extremely competitive. For example, "running shoes" is a head term. It's heavily searched but also heavily contested by countless businesses.

On the other hand, long tail keywords like "women's waterproof trail running shoes size 8" are less competitive, allowing you to rank higher in search results. They may attract fewer searches, but the people who do search these terms are much more likely to convert.

So, while head terms might seem more attractive due to their high search volume, long tail keywords are often the hidden gems that drive substantial, high-intent traffic.

Want to learn another PPC advertising strategy that could help you rank high on search engines? Click here to read our article about Dayparting and how it can improve your ranking.

The Magic of Specificity: How Long Tail Keywords Increase Your Search Visibility

In the vast ocean of Amazon products, how do you make sure your product gets noticed? The answer lies in the specificity of long tail keywords.

Using long tail keywords in your product listings can significantly increase your visibility on Amazon. Why? Because you're not competing with thousands of other sellers for generic, high-competition keywords. Instead, you're targeting a specific audience that's looking for a product just like yours.

For instance, if you're selling vegan protein powder, using a long tail keyword like "plant-based protein powder for weight loss" helps you reach a specific subset of health-conscious consumers who are more likely to purchase your product.

Steering the Right Traffic: The Role of Long Tail Keywords in Targeting the Right Customers

Long tail keywords don't just increase visibility; they also ensure that the traffic you're attracting is highly targeted.

Think about it: a customer searching for "vegan protein powder for weight loss" is probably a health-conscious individual looking to lose weight with plant-based supplements. They're not just casually browsing; they're actively seeking a product that fits their specific needs. That's the kind of customer you want, and it's the kind of customer long tail keywords can help you attract.

The Conversion Boost: How Long Tail Keywords Outperform Head Terms in Conversion Rates

The specificity of long tail keywords also makes them powerful conversion drivers. A customer searching with a specific long tail keyword is more likely to make a purchase than one using a generic head term.

Let's go back to our example. If a customer searches "protein powder," they might still be in the comparison stage, weighing different types of protein powders. But a customer searching "vegan protein powder for weight loss" has a clear idea of what they want and is likely closer to making a purchase.

So, while head terms may attract more traffic, long tail keywords attract the right kind of traffic—customers who are ready to buy.

Hunting for Gold: How to Find Profitable Long Tail Keywords for Your Amazon Products

Finding the right long tail keywords for your product listings is a bit like a treasure hunt. You're looking for the phrases that your target customers are actually typing into the Amazon search bar.

Start by brainstorming the possible search phrases related to your product. From there, use autocomplete suggestions on Amazon for more ideas. Enter your product's main keyword into the search bar and see what phrases Amazon suggests. This can give you insight into what customers are actually searching for.

Don't forget to look at your competition. Check the product listings of top-ranking competitors and see what long tail keywords they're using. This can give you a sense of the effective keywords in your niche.

The Toolbox: Essential Keyword Research Tools for Amazon Sellers

In addition to the manual research methods mentioned above, there are several keyword research tools that can help you find profitable long tail keywords. Here are a few to consider:

  • Helium10, JungleScout, ViralLaunch, ZonGuru, and all the usual suspects for Amazon

  • SEMRush: Although SEMRush is more commonly used for SEO, it can also provide valuable keyword data for Amazon sellers.

  • Keyword Tool Dominator: This tool uses Amazon's Autocomplete service to find popular long tail keywords.

Remember, the best long tail keywords are those that strike a balance between being specific enough to attract a targeted audience and being popular enough to generate substantial traffic.

The Numbers Game: Understanding Search Volume and Competition for Long Tail Keywords

When choosing your long tail keywords, it's essential to understand search volume and competition.

Search volume refers to the number of times a specific keyword is searched for on Amazon within a given timeframe. A higher search volume indicates a higher level of interest, but it can also mean more competition.

Competition refers to the number of other sellers using the same keyword. A highly competitive keyword might be harder to rank for, especially if established sellers are already using it.

The ideal long tail keyword has a decent search volume with relatively low competition. This signifies a keyword that could drive substantial traffic to your product without being overly contested.

The Art of Optimization: How to Incorporate Long Tail Keywords into Your Product Listings

Now that you've found your long tail keywords, it's time to incorporate them into your product listings. The goal here is to naturally include these phrases in your product title, bullet points, and product description. Remember, your listing should be written for humans first, so avoid keyword stuffing and ensure your content reads naturally.

Consider using tools like Helium 10 or Jungle Scout to help with this process. Both tools have features to assist with keyword optimization, ensuring you're using your long tail keywords effectively.

The Hidden Factor: The Role of Backend Keywords in Amazon's Search Algorithm

In addition to your visible listing, Amazon also allows you to add "backend keywords". These are keywords that aren't visible to customers but are used by Amazon's search algorithm.

Backend keywords are a great place to include additional long tail keywords that didn't naturally fit in your product listing. Just ensure you're following Amazon's guidelines for backend keywords - no repetition, no "keyword stuffing", and stay within the given character limit.

Did you also know that automated advertising is another highly effective tool that can help you reach your target audience? Read all about Amazon DSP here.

Bidding Strategies: How to Use Long Tail Keywords in Your Amazon PPC Campaigns

Long tail keywords can also be an asset in your Amazon Pay-Per-Click (PPC) campaigns. They can help you target your ads to a specific, ready-to-buy audience, potentially improving your click-through and conversion rates.

When bidding on long tail keywords, keep in mind that these keywords often have a lower cost-per-click (CPC) due to less competition. This can make them a cost-effective choice for PPC campaigns.

To discover additional long tail keywords for your PPC campaigns, consider using Amazon's Search Term Report. This report shows you the actual search terms that led customers to your product listing. It's a goldmine for discovering highly relevant long tail keywords that real customers are using.

Voice Search Optimization: The Future of Long Tail Keywords

With the rise of voice assistants like Amazon's Alexa, voice search optimization is becoming increasingly important. People tend to use more natural language when speaking, which often translates into longer, more specific search phrases—perfect for long tail keyword optimization.

For instance, rather than typing "running shoes," a voice searcher might say, "Alexa, where can I buy women's waterproof trail running shoes in size 8?"

Optimizing your listings for these types of long, specific queries can give you an edge in the era of voice search. Ensure your keywords reflect natural speech patterns and phrases your customers might use when speaking to their voice assistant.

Competitor Analysis: Outsmart Your Competition with Long Tail Keywords

Keep an eye on your competitors and what long tail keywords they're ranking for. Tools like Helium 10 and Jungle Scout can provide competitor keyword data, giving you insight into what's working for others in your niche.

However, don't just copy your competitors' keywords. Instead, use this information to find keyword gaps—long tail keywords that your competitors aren't targeting. By filling these gaps, you can reach customers your competitors are missing.

Continuous Optimization: The Importance of Regular Keyword Analysis and Updates

Using long tail keywords isn't a set-it-and-forget-it strategy. Consumer behavior changes over time, and the keywords they use to search for products change too. Regularly review your keyword strategy and update your listings to reflect current trends and search patterns.

Consider setting up a regular keyword analysis schedule. Tools like Amazon's Search Term Report, Helium 10, and Jungle Scout can make this process easier, providing you with up-to-date keyword data.


The concept of the 'long tail' has been a cornerstone of Amazon's staggering success, tapping into the vast market of niche products and specific customer demands. Similarly, by harnessing the power of long tail keywords in your Amazon listings, you can reach a more targeted audience, boost visibility, and increase conversions. It's a proven strategy to thrive in the expansive Amazon marketplace. Just like Amazon, embracing the long tail could be your key to extraordinary success.

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Q: What is a long tail keyword?

A: A long tail keyword is a specific keyword phrase that is typically longer and more specific than a general keyword. It usually consists of 3 or more words and is used to target a more niche audience.

Q: How can long tail keywords help my Amazon business?

A: Long tail keywords can help your Amazon business by attracting targeted traffic to your product listings. Since these keywords are more specific, they have less competition, allowing your products to rank higher on the search results. This means that you are more likely to convert visitors into customers.

Q: How can I find long tail keywords for my Amazon listings?

A: There are several ways to find long tail keywords for your Amazon listings. You can use Amazon's search term report to identify keywords that customers use when searching for similar products. Additionally, you can use keyword research tools like Google's keyword planner to find related long tail keywords. Tools like Helium10, Jungle Scout, Viral Launch.

Q: Is it important to optimize my content with long tail keywords?

A: Yes, it is important to optimize your content with long tail keywords. By including these keywords in your product titles, descriptions, and bullet points, you make it easier for Amazon's search algorithms to understand what your product is about. This can result in higher visibility and more sales.

Q: Can long tail keywords help me rank higher on search engines like Google?

A: While long tail keywords are more beneficial for ranking on Amazon's search results, they can also help you rank higher on search engines like Google. Long tail keywords are often used in natural language searches, which are becoming increasingly popular due to the rise of voice search.

Q: How can I use long tail keywords in my Amazon advertising campaigns?

A: You can use long tail keywords in your Amazon advertising campaigns by including them in your sponsored product ads. By targeting specific keywords that are relevant to your product, you can attract more qualified traffic and increase your chances of getting more sales. It's like the difference between "headphones" and "wireless headphones noise cancelling for business travel" - long tail keywords like that can attract exactly the type of traffic that desires your product.

Q: What are some tips for using long tail keywords effectively?

A: Here are some tips for using long tail keywords effectively: 1. Use specific keywords that are relevant to your product. 2. Include long tail keywords in your product titles, descriptions, and bullet points. 3. Monitor your search term report regularly to identify new long tail keywords. 4. Focus on keywords that have high search volume and low competition. 5. Test different variations of long tail keywords to see which ones perform the best.

Q: How can I optimize my Amazon listings for better visibility?

A: To optimize your Amazon listings for better visibility, you can: 1. Use relevant long tail keywords in your product titles, descriptions, and bullet points. 2. Use high-quality product images and videos. 3. Encourage customers to leave positive reviews. 4. Optimize your backend search terms. 5. Offer competitive pricing and promotions.

Q: What is the difference between a long tail keyword and a specific keyword?

A: A long tail keyword is a specific keyword phrase that is typically longer and more specific than a general keyword. On the other hand, a specific keyword can refer to any keyword that is targeted towards a specific product or service. While all long tail keywords are specific keywords, not all specific keywords are long tail keywords.

Q: How does long tail keyword research help me get more sales on Amazon?

A: Long tail keyword research can help you get more sales on Amazon by identifying keywords that are highly relevant to your specific product. By targeting these keywords in your product listings and advertising campaigns, you can attract qualified traffic who are more likely to convert into customers.

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