The 7 Best Amazon Keyword Research Tools in 2024

Did you know that 70% of Amazon customers never click past the first page of results? That means finding the right keywords can make or break your success on Amazon. With the right Amazon keyword research tools, you can uncover high-traffic, low-competition keywords that boost visibility and sales.

But not all keyword tools are created equal.

Some focus on advanced analytics and in-depth filters while others specialize in helping new sellers just starting with keyword research. Whether you’re looking for precise analysis, affordability, or ease of use the right tool depends on your needs and budget.

To create this guide, we evaluated over a dozen popular Amazon keyword research tools. Our final list includes tools tailored to sellers of all experience levels. Whether you’re a seasoned professional or just starting out, there’s a tool here that fits your needs. Here’s what we discovered.

The 7 best Amazon keyword research tools

• Helium 10’s Cerebro: for advanced keyword research
• Data Dive: for data-driven sellers
• ZonGuru’s Keyword on Fire: for the best value
• Jungle Scout’s Keyword Scout: for niche research
• AMZScout: for beginner sellers
• Merchant Words: for international sellers
• Product Opportunity Explorer: for free Amazon keyword research

What makes the best Amazon keyword research tool?

In order to create an accurate list of the best keyword research tools we needed to define the criteria we were looking for. Here are some of the most important features we focused on when choosing the best keyword tools for Amazon sellers.

• Accuracy: The most important feature in a keyword tool is accuracy. It doesn’t matter how great the UI is or how many filters it has if the data it provides is inaccurate. We tested and compared the keyword results from each tool on our list to ensure that the data was accurate and all the top keywords were included.
• Easy to Use: This is an important factor for any software tool we feature on Levi’s Toolbox. Software should make your life as an Amazon seller easier, not more complicated. For our list, we included tools that are easy to learn and use without spending hours watching instructional videos or reading how-to guides.
• Customization: Amazon keyword research comes in many forms. You may want to improve your SEO, research a new product or niche, or optimize your PPC campaigns. It’s important that your keyword tool can be used for any aspect of keyword research.
• Value: Software tools can be expensive. Depending on where you are on your seller journey paying for a premium tool may or may not be possible. For our list, we included products that range from completely free to top-of-the-line Amazon keyword research tools.

The best Amazon keyword research tools at a glance

	Best For	Key Feature	Pricing
Helium 10	Comprehensive keyword research	Most filters, keywords, and competitor data	Starts at $39/month
Data Dive	Data-driven sellers	In-depth competitor research	Starts at $39/month
ZonGuru	Value-based sellers	Great UI, custom metrics	Starts at $19/month
Jungle Scout	Niche research	Opportunity Finder, niche research tool	Starts at $49/month
Merchant Words	International sellers	Multi-purpose keyword research	Starts at $35/month
AMZ Scout	Beginners	Simple UI, easy to use	$49/month
Opportunity Explorer	Free keyword research	Keyword data directly from Amazon	Free

Best keyword tool for advanced research

Helium 10

Helium 10 Pro’s:

• Most in-depth keyword list and filters
• Detailed competitor keyword research
• Includes over 20 additional tools

Helium 10 Con’s:

• Premium price
• Learning curve

Helium 10 is one of the most well-known names among Amazon sellers today. With over 2 million active users, it has built a strong reputation as a go-to platform for serious sellers looking to scale their business. This is especially true in the area of keyword research.

Helium 10’s keyword tool, Cerebro is a reverse ASIN tool. This means that you input up to 10 ASINs, and Cerebro will provide a full list of every keyword that the listing ranks for. While many tools on our list use this method, what separates Helium 10 is the sheer number of keywords it generates. For most of our tests Helium 10 generated around 10 times more keywords than competitors.

More than just keyword generation, Helium 10 also includes some of the best filters and metrics to find the right keywords for your needs. Results like search volume, keyword sales, competitor performance score, sponsored rank, and many more make it easy to sort and filter the long list of keywords. We particularly liked the pre-built “Top” and “Opportunity” keyword filters that make it easy to find the top-performing keywords and lower competition keywords respectively.

However, Helium 10 is much more than an Amazon keyword research tool. Their subscription also includes tools like:

• Black Box: An in-depth product research tool with a significant number of filters and metrics
• X-Ray: Detailed product information and sales data directly from the Amazon page
• Refund Genie: Amazon refund management software to automate your FBA reimbursements
• Frankenstein: A tool to clean up and organize your keyword lists
• Listing Optimization: Improve your product listings, find new keywords, and study your competitors listings with the help of AI

Although we highly recommend Helium 10 it may not be the right fit for every seller. To get full access to Cerebro and their other keyword tools you need their Platinum Plan which is $99/month and may be expensive for some sellers. A more affordable option is their starter plan for $39/month, however, this plan is much more limited.

If you have the budget and are looking for a premium tool, Helium 10 is arguably the most comprehensive and full-featured Amazon keyword research tool on our list.

Helium 10 Pricing: Free account with limited uses. Paid plans: Starter ($39/month), Platinum ($99/month), Diamond ($279/month)

Best Amazon keyword research tool for data-driven sellers

Data Dive

Data Dive Pros:

• Speed and optimization focus
• Detailed competitor keyword research
• Includes additional listing builder and product research tools

Data Dive Cons:

• Learning curve
• UI can be overwhelming

Much like the name suggests Data Dive is an Amazon keyword research tool with a focus on in-depth data analysis. The various charts, graphs, and columns include detailed information on competitors, PPC, relevancy scores, organic search volume, and so much more.

Another reverse ASIN tool, Data Dive starts by asking you to input 10-15 competitor ASINs. From here it will generate a keyword list containing all the top keywords from each listing. Keywords are conveniently organized into three lists, master, outlier, and residue. Master keywords are the hyper-relevant keywords you will want to include in your listing, outliers are keywords that may or may not be relevant but could provide opportunities, and residue keywords are irrelevant and can be ignored.

For each keyword, Data Dive can display a detailed list of information including estimated PPC bids, a relevancy score, and the organic rankings for each of your competitors. Personally, I found the data easy to read but I feel it could be overwhelming for some users. The color-coded results are a nice touch and make it a bit easier to get a grasp of things at a glance.

Besides keyword research a Data Dive subscription also includes:

• Listing Builder: Improve your product listing with the help of AI
• Product Scorecard: Analyze potential product ideas to determine if they’re worth launching
• AI Product Brief: Use AI to analyze product reviews and find ways to improve on existing products
• Niche Dive: Quickly discover the top competitors for any product directly from the Amazon product page

If you’re a data-driven seller looking for an advanced Amazon keyword research tool we highly recommend giving Data Dive a try.

Data Dive Pricing: Starter ($39/month), Standard ($149/month), Enterprise ($490/month)

Best value keyword research tool

ZonGuru

ZonGuru Pros:

• Affordable Pricing (and free trial)
• Easy-to-use for new sellers
• Unique filters and metrics

ZonGuru Cons:

• Fewer tools than other competitors
• No keyword tracking with cheaper plans

ZonGuru’s Keywords on Fire is an accessible and affordable option for Amazon sellers, especially those just starting out. With its user-friendly interface and streamlined approach, ZonGuru focuses on providing valuable keyword insights without overwhelming new users.

Often overlooked compared to tools like Helium 10 or Jungle Scout, ZonGuru offers a suite of tools designed to help Amazon sellers in all aspects of their business. The company has always had a seller-first approach and many of their design decisions make this very clear.

ZonGuru stands out with unique metrics designed to simplify keyword research, making it more approachable for new sellers. In addition to standard data like search volume and sales, ZonGuru introduces two standout columns: ZG Score and ZG Launch. The ZG Score, rated out of 100, evaluates how valuable a keyword is for your listing. Meanwhile, ZG Launch estimates the number of daily sales needed to rank on page one for a specific keyword. These tools make keyword analysis easier to grasp for new sellers or those less comfortable with complex data.

Although it doesn’t include as many features as our previous two entries, ZonGuru offers a nice selection of tools and metrics at a very affordable price point.

ZonGuru offers two options for accessing its Amazon keyword research tool. You can subscribe to one of their standard plans, which includes their full suite of Amazon seller tools. Alternatively, you can opt for their keyword tool-only plan for just $19 per month.

ZonGuru Pricing: Includes a 7-day free trial with all plans. Paid plans: Keywords on Fire ($19/month), Researcher ($29/month), Seller ($49/month)

Best Amazon keyword tool for niche research

Jungle Scout

Jungle Scout Pros:

• Variety of metrics to filter keywords
• Opportunity Finder: Use keywords to find new niches
• Includes over a dozen additional tools

Jungle Scout Cons:

• Cheaper plans only include 1 month of keyword history
• Fewer potential keywords than some competitors

Jungle Scout remains a go-to Amazon keyword research tool, especially for sellers looking to combine product research with keyword insights. Its well-rounded suite of tools includes keyword research, niche validation, and competitor analysis, all in one platform.

Starting with either a base keyword or an ASIN their Keyword Scout tool allows you to find and filter all the top keywords for a potential product. Although we found some of the filter names confusing, Jungle Scout’s UI is generally very good. The keyword results page includes a lot of information and it is very easy to hide or show columns based on the data you want to analyze.

For sellers focused on product research, their Opportunity Finder tool is a standout feature. This tool lets you explore new niches by using keywords to locate trending sub-categories or low-competition products. Pair this with the keyword tool’s filtering options, and you can quickly narrow down your search by metrics like search volume, competition, and seasonality.

While it doesn’t deliver the exhaustive keyword lists that tools like Helium 10 might, Jungle Scout excels in offering actionable data with an intuitive design. The platform also comes packed with over a dozen additional tools, from listing optimization to inventory management, making it ideal for sellers who want a multi-functional toolkit.

One limitation to note is that lower-tier plans cap users at one month of keyword history. This makes it impossible to do any historical keyword research or spot emerging market trends. To access a year of keyword history users need to have their Growth Accelerator plan which is currently $79/month.

Jungle Scout Pricing: Starter ($29/month), Growth Accelerator ($49/month), Brand Owner + CI ($299/month)

Best tool for international keyword research

Merchant Words

Merchant Words Pros:

• Robust suite of keyword tools
• Local keyword data for all Amazon marketplaces
• Excellent UI and ease-of-use

Merchant Words Cons:

• Premium pricing for regional marketplaces
• No additional tools besides keyword research

Merchant Words is a standout Amazon keyword research tool for sellers prioritizing in-depth keyword research and marketplace diversity. Its clean interface and intuitive design make it an excellent option for sellers who want powerful keyword insights without a steep learning curve.

The platform has been around since 2013 when it first started collecting Amazon keyword data. Since then the number of tools has expanded greatly and they currently have nine unique keyword-related tools. These tools cover reverse ASIN lookup, keyword trends, collections, complementary keywords, market insights, and more.

The UI and design are excellent as each tool flows seamlessly into the next. One of our favorite features was the Keyword Explorer. This is essentially your master keyword list that can be quickly filtered by word count. The tool itself is always accessible from a pop-out sidebar on the right side of the screen. This makes it very easy to edit and update your keyword list on the fly as you move between each tool.

Another standout feature is their local keyword data for all Amazon marketplaces. While most tools on our list work internationally we prefer Merchant Words for international sellers. From our research, their independent keyword data offered the highest number of localized, accurate search terms for overseas markets.

Merchant Words stands out as a top-tier tool for keyword research due to its dedicated focus on this area. However, its singular role might not appeal to budget-conscious sellers who need a broader range of features. For those seeking an all-in-one solution, software suites like ZonGuru, Jungle Scout, or Helium 10 may offer better value by combining keyword research with other essential tools in a single subscription.

Overall if you are an experienced seller looking for a more comprehensive keyword tool we highly recommend giving Merchant Words a try.

Merchant Words Pricing: Silver ($39/month), Gold ($79/month), Platinum ($149/month), Enterprise ($749/month)

Best Amazon keyword tool for beginners

AMZ Scout

AMZ Scout Pros:

• Very simple / easy to use
• Includes product research tools and keyword tracking
• No tiered pricing

AMZ Scout Cons:

• Very limited filters and metrics
• Not as feature-rich as many competitors

The easiest-to-use keyword tool on our list is AMZ Scout. Although most well-known for their excellent Chrome extension and product research tool, AMZ Scout also includes an Amazon keyword research tool with their Seller Bundle.

Unlike many tools on our list, AMZ Scout uses a stripped-down UI with a very simple design. This makes it very approachable for beginners as it doesn’t include many of the advanced filters included with most keyword tools.

To start researching keywords sellers can either input a product name or ASIN in order to get a list of keywords. The data provided shows relevance, search volume, organic and sponsored rank, as well as a few additional metrics. Each column can be easily sorted and it is very simple to create a list of potential keywords.

Unfortunately for more data-focused sellers, AMZ Scout leaves a lot to be desired. The keyword filters are quite limited and only include search volume and number of words as options. It also lacks tools for competitor keyword research as well as more advanced keyword analysis.

If you are looking for a simple, easy-to-use keyword tool AMZ Scout may be the right option for you.

AMZ Scout Pricing: Sellers Bundle Monthly ($49/month), Sellers Bundle Yearly ($379/year), Sellers Bundle Lifetime ($1599.99)

Best free Amazon keyword research tool

Product Opportunity Explorer

Amazon Product Opportunity Explorer Pros:

• Free keyword research from Seller Central
• First-party keyword data directly from Amazon
• Great for niche research

Amazon Product Opportunity Explorer Cons:

• Provides fewer keywords than any paid tool
• Can be tedious and time-consuming

Often overlooked, Amazon’s Product Opportunity Explorer is a wonderful free tool available from Seller Central.

Product Opportunity Explorer stands out by offering first-party keyword data straight from Amazon, making it extremely accurate and reliable. As a free resource within Seller Central, it’s a fantastic option for sellers who want to uncover hidden opportunities without spending extra on third-party software.

The tool works differently from most keyword tools and presents data based on niches, not products. To start you will need to click the “Search Terms” tab from within Product Opportunity Explorer. From here input a keyword or product ASIN to get a list of potential niches it fits into. Clicking a niche will display a list of all the keywords that make up 90% of the clicks for that niche.

This process can be tedious as most products can fall into multiple niches and many of the keywords can be irrelevant to your product. However, for a free tool, this is a great option to guarantee you are getting the most relevant keywords for your product directly from Amazon itself.

Amazon Product Opportunity Explorer Pricing: Free inside your Sellers Central Account

For additional free keyword tools we recommend:

• Keywords Everywhere: A browser extension that shows keyword data directly from Amazon and Google
• Keywordstool.io: Use Amazon autocomplete to research keyword data in various marketplaces
• Keyword Dominator: Another free autocomplete tool that works with Amazon and other marketplaces
• Ahrefs Amazon Keyword Tool: A free Amazon keyword tool from one of the premier Google SEO tools

Choosing the Best Amazon Keyword Research Tool for Your Business

Navigating the world of Amazon keyword research tools can feel overwhelming, but it doesn’t have to be. Whether you’re a seasoned seller or just starting out, the right tool depends on your goals, budget, and level of expertise.

If you’re looking for in-depth keyword research and a robust toolkit Helium 10’s or Data Dive are great options for those who can justify the premium pricing. Additionally, tools like Jungle Scout and ZonGuru are nice mid-range options with great value. Finally, free options like Product Opportunity Explorer can get you a list of the most important keywords at no cost at all.

Each tool in this list excels in its unique way, but success comes from how you use the data to create optimized listings and target profitable niches. Consider testing out different platforms and leaning into the one that works best for your business.