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How to Use Reviews to Improve Amazon Product Detail Page Keywords

Researching and writing copy for your Amazon product detail page can be tedious. Whether you’re creating a new page, beginning as a seller, or you need to freshen up your page with relevant keywords, there’s a treasure trove of accessible information to improve your copy.

In this post, I want to show you how to use product reviews to improve your Amazon detail page keywords as cheap and easy as possible. This shouldn’t take you more than 30 minutes to complete.



Getting started on your Amazon Product Detail Page keywords


Before you get started with your keyword research project it’s always good to assess what you want to accomplish. Understand what keywords you’re ranking for and what keywords you’re not.

Keep in mind people use search terms (keywords) based off of what they would use to describe a product. This is why digging into product reviews is a great resource to find rich keywords—because people are describing what a product is and does to other people.



Basic keyword research


Several programs exist that will let you research keywords within an Amazon product detail page for a cost. But we’re going to bootstrap our research and put in some elbow grease to find our results the cost-effective way.

A great place to begin is by looking at product review titles, which are in bold on Amazon. Reviewing titles will help you sift through many reviews quickly. You can also filter through reviews by choosing to view only 5-, 4-, 3-, 2- and 1-star reviews.


Amazon reviews, Amazon product detail page keywords

A treasure trove of valuable keywords awaits you in Amazon's product reviews.


I recommend starting with the 5-star reviews since they will most likely provide you with the best, most descriptive keywords for your detail page. When viewing reviews this way, Amazon will display the top positive and critical review at the top. This is a great jumping off point because Amazon displays what it thinks are the most relevant product reviews to shoppers thanks to its machine learning system.  

For demonstration purposes, I’m going to use a popular apple slicer. For my keyword analyzer, I’m going to use a free keyword analyzer to show me the words, count, and density. This will also display long-tail keywords down the list.

In my assessment, I’ll be cutting out words that aren’t pertinent to my keyword research.

Here’s the analysis of the top positive Amazon review for the apple slicer. The cells highlighted in green are also found in the critical product review.


Seller Labs positive review keyword chart, Amazon product detail page


And here’s the analysis of the top critical customer review:


Seller Labs critical review keyword chart, Amazon product details page keywords




Compare the results


By comparing the most positive review to the most critical, it’s clear there are several keywords and phrases found in each review. Here are the words found in each product review: apple, apples, slicer, slice, core, and blades. There were not any matches with keyword phrases of 2, 3, 4 and 5 words. The words and phrases used to describe a positive experience versus a negative or neutral experience differ. However, there are still helpful phrases in both reviews to help a seller improve the keywords in their Amazon product detail page.

Now let’s compare the most positive product review to another 5-star review similar in length.


Seller Labs positive and critical comparison, Amazon product detail page keyword chart


As you can see, when this 5-star review is compared to the top positive review, we see similar keywords as well as some new ones. Here are the similar keywords: apples, apple, slice, slicer, handles, and apple slicer. You can find more keywords by analyzing other product reviews and comparing them to the top positive review. I recommend analyzing at least 10 different product reviews in order to collect a diverse base of keywords you can integrate into your detail page copy.



Putting your findings to work


Now that you’ve analyzed your top reviews as well as some less-than-stellar reviews, you can put your keywords to work. Create a spreadsheet where you can easily compare and rank your keyword findings. Rank them on one, two, three, four, five and more keyword phrases to get a better picture about what shoppers are saying.

The beautiful thing about analyzing your product reviews—or those of your competition—is that you can see exactly how shoppers are describing your product. This gives you a broader picture as to how shoppers perceive and search for your products.

Take the top 10 keywords you’ve found in your research and start by adding them to your product title. This will help your detail page(s) appear in Amazon search queries. Then I would add your keywords in the five bullet points Amazon provides. Make each point unique and specific as to what your product does and how it can benefit the shopper’s life. Always refer to the Amazon product detail page guidelines if you have any questions.

And if you want to further expand your research, you can always analyze product reviews on sites like Walmart, Target, and Best Buy to see what shoppers are saying.



The bottom line on using reviews to improve your Amazon Product Detail Page keywords


Don’t overcomplicate your research. This should be done as a first step to writing or rewriting the copy on an Amazon product detail page. You may want to consider more robust keyword research solutions as your business grows. I wouldn’t take any longer than an hour doing your initial research. I think you’ll be surprised by what you find.

And if you want to learn more about product discovery on the world’s largest product search engine, download a free copy of Seller Labs’ ebook Amazon Search Secrets.


Cory Checketts does the heavy lifting for Seller Labs' content creation as the Inbound Marketing Manager. With more than four years of experience doing strategic communications, he now reports on e-commerce trends and news. He holds a B.S. degree in PR and Corporate Communications from Utah State University.