How to Find Your Competitors' Best Keywords on Amazon

Key takeaway

The keywords driving your competitors' sales are invisible to you — but you can uncover them with their listings, Amazon's search bar, and gap analysis.

Every Amazon seller has the same blind spot: you know the keywords you bid on, but you have no idea what your best competitors are targeting. The keywords driving their sales are invisible to you — and some of them would work for your products too.

1. Start with the obvious: their listing

Open your top competitor's product page. Read the title, bullet points, and description carefully. Sellers front-load their most important keywords in the title — that's your first free list. Copy every meaningful phrase into a spreadsheet.

2. Use Amazon's own search bar

Type your main keyword into Amazon's search bar and don't hit enter. The autocomplete suggestions are real searches from real shoppers, ranked by volume. Do this for every seed keyword you have. You'll surface long-tail variations you'd never think of — and long-tail keywords are cheaper to bid on.

3. Check where they rank — and where you don't

The real opportunity isn't keywords you both target. It's the gap: keywords where a competitor ranks on page one and your product doesn't appear at all. Those are proven, converting searches in your exact category — and you're getting zero traffic from them.

Manually, you can check this by searching each keyword and scanning the first two pages for competitor ASINs. It's tedious but it works for a handful of products.

4. Turn it into a weekly habit

Keyword landscapes shift. Competitors launch new products, tweak their listings, and bid on new terms. A one-time analysis goes stale fast. Revisit your competitor keyword gaps regularly — weekly is ideal for active categories.

This is exactly what Filch automates: enter an ASIN, get the competitor keywords you're missing, scored and ranked, refreshed every week. The manual method above works — Filch just does it faster.