Why Your Amazon Keyword Strategy Isn't Working in 2025

Introduction: The Keyword Research Fallacy

We audit dozens of Amazon listings monthly. The most common pattern? Vendors targeting the same high-volume keywords as every competitor, wondering why conversion rates disappoint and advertising costs escalate.

The problem isn't execution—it's a fundamental misunderstanding of how keyword strategy works in 2025.

Here's what's changed: The correlation between search volume and business value has weakened significantly. The tactics that worked when "ranking for category keywords" was the goal no longer deliver proportional results now that Amazon's algorithm prioritises conversion and relevance over pure keyword matching.

How Amazon Search Actually Works Now

The Semantic Understanding Shift

Amazon's search algorithm has moved beyond simple keyword matching. It now understands intent and context in ways that make traditional keyword stuffing not just ineffective, but actively harmful.

Example: A customer searches "quiet dehumidifier bedroom". Amazon doesn't just match those exact words. It understands they're concerned about noise levels, intend bedroom use, and probably want overnight operation capability. Your listing mentioning "whisper-quiet 38dB operation, perfect for sleep" will rank even without the exact phrase "quiet dehumidifier bedroom".

This semantic understanding means relevance matters more than keyword density. Yet most vendors still optimise as if we're in 2018.

The Mobile Reality

62% of Amazon searches now originate on mobile devices. Mobile users behave differently:

• Shorter, more conversational queries

• Voice search influence (even when typing)

• Less patience for browsing multiple results

• Higher sensitivity to image quality and first-impression copy

If your keyword strategy was developed by analysing desktop search behaviour, it's optimised for the minority of your traffic.

The AI Assistant Factor

ChatGPT, Claude, and similar tools are increasingly intermediating product research. Consumers ask AI "what's the best dehumidifier for a damp bedroom?" and receive synthesised answers. This changes keyword strategy fundamentally. You're no longer optimising just for Amazon's algorithm; you're optimising for AI systems that evaluate your listing content for relevance and helpfulness. This means natural language and actually answering questions matter more than keyword density.

The Four Types of Keywords (And Which Actually Matter)

• Type 1: High-Volume Generic Keywords

  • Example: "toys" (673,000 monthly searches)

  • Reality: Massive competition, poor conversion, expensive PPC bids. These keywords are vanity metrics.

  • Strategic Use: Backend search terms only.

• Type 2: Qualified Category Keywords

  • Example: "educational toys for 8 year old" (9,800 monthly searches)

  • Reality: Moderate competition, decent conversion. These represent buyers with clearer intent.

  • Strategic Use: Secondary title keywords, bullet point integration.

• Type 3: Long-Tail Problem-Solution Keywords

  • Example: "toy that teaches coding for beginners uk" (1,640 monthly searches)

  • Reality: Low competition, high conversion (18-24%). These are buyers who know exactly what problem they're solving.

  • Strategic Use: Primary optimisation target. These drive disproportionate ROI.

• Type 4: Zero-Volume Ultra-Specific Keywords

  • Example: "stem toy for dyslexic 9 year old" (minimal search data)

  • Reality: Essentially no competition, extremely high conversion when triggered. Collectively, these can represent 15-20% of profitable traffic.

    
    

The Mistake We See Repeatedly: Optimising for Tools, Not Customers

Vendors use keyword research tools (Helium 10, Jungle Scout) and optimise for what the tools say has high search volume. The problem? Tools aggregate data. They don't reveal intent.

"Dehumidifier UK" shows 35,000 monthly searches. Impressive. But what the tool doesn't tell you:

• 40% of that volume is from businesses researching wholesale suppliers.

• 25% are consumers in early research (not buying).

• 20% are searching for "cheap dehumidifier UK" (low-margin buyers).

• Only 15% represent qualified buyers ready to purchase at your price point.

That 35,000 becomes 5,250 relevant searches, and you're competing with 2,000+ listings.

Meanwhile, "quiet dehumidifier for bedroom UK" gets only 2,100 monthly searches. But 91% of that traffic represents purchase-ready consumers. You're competing with maybe 200 well-optimised listings. Which keyword should you prioritise? Tools say the first. Strategy says the second.

The Title Stuffing Trap

Amazon allows 200 characters in titles. Most vendors treat this like a keyword dumping ground: "Dehumidifier Electric 12L Dehumidifiers for Home Damp Mould Moisture Portable with Continuous Drainage Dehumidifier Quiet for Bedroom Bathroom Kitchen UK"

This fails because it's unreadable on mobile and confuses the algorithm.

Compare to: "Pro Breeze 12L Dehumidifier - Ultra Quiet for Bedrooms, Auto Shutoff, Removes Damp & Mould from Homes - 30m² Coverage"

This version leads with brand, highlights the key differentiator (ultra quiet), and addresses the main problem (damp & mould). The second version converts 40% better because it rewards relevance and user experience, not keyword density.

The Questions Your Keywords Should Answer

Instead of asking "what keywords have high search volume?", strategic vendors ask:

1. "What Problem is the Buyer Actually Solving?" The keyword "kitchen storage" could mean a small kitchen, a new home, or a frustrated chef. Each is a different buyer. Your strategy must target the specific intent you serve.

2. "What Stage of Research is This Search?" Early-stage ("do I need a dehumidifier?"), mid-stage ("best dehumidifiers UK 2025"), or purchase-ready ("dehumidifier next day delivery"). Most vendors fight for the mid-stage. Strategic vendors capture the high-conversion purchase-ready searches.

3. "Who is My Actual Buyer?" "Toys for kids" is generic. "Montessori toys 18 months" or "toys for sensory seeking child" are specific buyers. If you're selling premium, you don't want the "cheap toys under £10" traffic.

   
   

What Changed in 2025 (And What It Means)

• AI-Powered Search Understanding: Amazon's algorithm comprehends synonyms and context. This means you don't need to repeat keywords; natural language works better. Write for humans first, algorithm second.

• Visual Search Integration: Amazon's image recognition is identifying features from images. Your lifestyle image showing your product in a bedroom now contributes to your ranking for "bedroom dehumidifier".

• Voice Search Influence: Voice searches are longer, conversational, and question-based ("what's the quietest dehumidifier for bedrooms"). Natural language in your bullet points and A+ content now serves a ranking function.

  
  

The Real Competitive Advantage

Tactical thinking asks: "Which keywords should we rank for?" Strategic thinking asks: "Which searches represent our ideal customer, and how do we ensure our listing perfectly answers their specific question?"

Strategic vendors don't chase high-volume keywords. They own specific use cases. Instead of fighting for "dehumidifier", they dominate:

• "dehumidifier for boat uk"

• "dehumidifier for wardrobe condensation"

• "dehumidifier safe for pets overnight"

Individually small, these searches are low-competition and have 3x conversion rates. This is how brands with smaller ad budgets outperform competitors.

Conclusion: The Bottom Line

Amazon keyword research in 2025 isn't about finding high-volume keywords. It's about understanding which searches represent your ideal customer and ensuring your listing definitively answers their specific question. The vendors winning aren't those with the biggest keyword lists; they're those with the deepest understanding of buyer intent.

Work With RT7 Digital

We help Amazon vendors and sellers develop keyword strategies based on buyer psychology and conversion optimisation, not just search volume metrics. Our approach identifies high-intent, low-competition search patterns that drive disproportionate ROI. Curious whether your keyword strategy is optimised for 2025? Book a consultation for a listing analysis.

About the Author: Mike Walker leads search strategy at RT7 Digital, analysing Amazon algorithm changes and buyer behaviour patterns across UK categories.

Frequently Asked Questions (FAQs)

1. Should we stop targeting high-volume keywords entirely?
Not entirely, but they shouldn't be your primary optimisation focus. Include them in backend search terms, but prioritise listing content around long-tail, high-intent variations. Think of high-volume keywords as supplementary, not primary.

2. How do we identify which keywords represent our ideal customer? Look beyond search volume to conversion rate data. Which keywords in your current campaigns convert best? Which searches lead to the lowest return rates? These patterns reveal buyer intent alignment, which matters more than volume.

3. Do keyword research tools still have value? Yes, but they're starting points, not strategies. Use tools to identify possibilities, then apply strategic thinking to determine which keywords align with your positioning, buyer profile, and competitive advantages. Tools provide data; strategy provides direction.

4. How often should keyword strategy be reviewed? A monthly review for active optimisation and a quarterly review for strategic repositioning is a good baseline. Amazon's algorithm evolves constantly—static strategies deteriorate.

References

• Amazon Seller Central UK. (n.d.). Using search terms effectively.

• Search Engine Journal. (2024). A Guide To Amazon SEO & Listing Optimization. Retrieved from

• WordStream. (2024). What Are Long-Tail Keywords?