Optimizing your product listings for Amazon SEO is crucial for success on Amazon. Including relevant keywords significantly increases organic ranking and visibility.

Sonar is our free Amazon keyword research tool. It helps you to:

  • Find all relevant keywords for Amazon’s European and US marketplaces
  • Track competitor keywords by ASIN
  • Check that your product listing is indexed for certain keywords
  • Continue research for more keyword coverage

Before walking you through the different functions of Sonar and how to use them, we want to cover some background information about the tool to ensure you have a great Sonar experience:

  • The Sonar database is updated regularly for the German and US market. Updates for other Amazon markets might differ. 
  • If you perform repeated searches in succession one after the other, the tool might slow down. These limitations are there to prevent spam and abuse, but should only last a couple of minutes.

Let’s go through Sonar’s functions one by one. 

Find relevant keywords

  1. Make sure that the Keyword feature is highlighted above the search bar.
  2. By hovering over the flag at the left side of the search bar, you can select and change the Amazon market you want to find keywords for.
  3. Type in your first relevant keyword (for example the name of your product) and click the ‘ping’ button. We chose ‘perfume’ as an example.
  4. Download the results and include the keywords in your product listing.

Interpreting the search results

When you type in a search term and click ‘ping’ you will see something like the screenshot below:

You can see that the search results are structured into three different areas: keywords, frequent words, and relevant products.

The ‘relevant product’ section shows you which Amazon products rank high for the search term you entered. This could be a good starting point to check out the competition and take note of what kind of language and keywords they include in their product listing.

'Frequent words' refer to commonly associated words - you can imagine it as a kind of thesaurus.

The ‘keyword’ section is the most important one if you are starting your Amazon SEO optimization strategy. On top of the search results, you can see the total number of related keywords - these are keywords that include the same stem as the search term you typed into Sonar. For related keywords, check out the ‘continued keyword research’ section below. 

        Search results are ranked by relevancy and search frequency. So the keywords on top are the most relevant and most searched terms on Amazon that correspond to the keyword you typed into Sonar.

The search volume of each keyword is displayed by the green bars. The more bars, and the greener they are, the higher the search volume. Roughly speaking, each bar accounts for 250.000 searches per month. For example, ‘perfurme for men’ was searched 1.250.00 times per month. How do we know? Amazon doesn’t disclose these search volume numbers. But with the help of clever algorithms and a little touch of magic, Sonar is able to collect information about real search queries of Amazon shoppers.

You can download the entire list of relevant keywords as an excel sheet for free. Simply scroll down until you see the orange ‘Begin Download’ button and click on it. Even the keywords in the greyed out/blurry area will the included in the excel sheet. Make sure to open the Sonar download files correctly. 

Track competitor keywords

To understand which keywords are doing wonders for you and your competitors, you can use the reverse ASIN research feature in Sonar. 

  1. Make sure that the ASIN feature is highlighted above the search bar.
  2. Type in the ASIN of your competitor’s product, select the target marketplace, and click ‘Ping’.
  3. View and download the results to include in your product listing.

If you find that some keywords are not displayed in Sonar, please keep in mind the following:

  • Sonar is updated on a monthly basis, so that keywords for new products may not be part of the database yet.
  • Sonar only includes keywords for which the ASIN is ranking on the first page of the search results.

A more detailed explanation can be found here.

Interpreting the search results

The structure and set up of the results for reverse ASIN research is exactly the same as for keyword research - with one exception: Sonar also indicates which keywords were chosen for a PPC campaign by a competitor in the past month.

Check if your listing is indexed

To test whether your product listing is indexed by Amazon (necessary for it to pop up in search results), change from the keyword research to the index check tool in the top menu.

Enter the ASIN of your product and the respective keywords (one per line) for which you want your listing to appear.

Sonar will tell you whether or not the product listing corresponding to the ASIN is indexed for the keywords you typed in.

Continue research for more keyword coverage

To make sure that your product listings include all relevant keywords, you can use Sonar’s ‘Extended’ search feature and find keywords that are related and/or synonymous to your search term. 

  1.  Make sure that the Extended feature is highlighted above the search bar.
  2. Type in your keyword, select the target marketplace, and click ‘Ping’.
  3. View and download the results to include in your product listing.


Sonar is our free keyword research tool. It is also the basis for the keyword research tool included in the Sellics software. 

With the help of the Sonar database and the Sellics software, you can optimize your product listings for Amazon SEO, track your keyword ranking and monitor the effects of the changes you've made.

So let’s go! First stop: How to navigate the Sellics Ranking Tool

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