What makes you different from Amazon generic options
Quality-focused buyers avoiding Amazon cheapness
Buyers wanting to skip Amazon markup
Your brand search is yours to own
Buyers wanting real customer service
Different keyword types serve different purposes. Build a balanced strategy:
Specific product names and SKUs. Highest conversion rate but limited volume.
Avg CPC
$1.24
Product category searches. Good balance of volume and intent.
Avg CPC
$1.55
Searches for competing brands. High intent but requires strong value prop.
Avg CPC
$2.02
Searches for solutions to problems your product solves.
Avg CPC
$1.40
Add these as negative keywords to stop wasting budget:
They want Amazon, not your site
Looking for Prime shipping specifically
Amazon wins on race-to-bottom pricing
Amazon terminology, Amazon intent
They'll read reviews then buy on Amazon
For Shopping campaigns, your keywords come from your product feed. Optimize titles for search:
[Brand] + [Product Name] + [Key Benefit] + [If relevant: variant]
DON'T copy Amazon listings directly—rewrite for humans
Highlight why buying direct is better (warranty, support, freshness)
Feature reviews and trust badges prominently
Consider exclusive products or bundles not on Amazon