Amazon Keywords with Helium 10

Analyzing Amazon Keywords by Country with Helium 10: Product Interest in International Marketing

If we want to examine the awareness and interest of an e-commerce product in international marketing, we can use Helium 10. However, this is only possible for countries with a localized Amazon location.

It is usually the case that a product interest in a Google search volume can be determined and weighted. However, there are many specialized products for which no exact Google search volume is determined. This is due to the fact that Google keywords, with which such keyword research is carried out, do not represent search terms, but rather semantic cluster topics, under which different combinations, similar semantic expressions and questions fall. This also means: With more specialized products, Google can often only provide us with rough data.

Therefore, a keyword analysis of Amazon products can help us here, as the respective search volume is more precisely tailored to a specific product. This is possible with the Helium 10 application. Even with a free basic account, we can view exciting data here. However, since the tool accesses the Amazon API to obtain the data and each call costs money, access in the free basic account is restricted accordingly: Only three research entries per day are possible free of charge. If you want to buy more access, you can start with a starter package, which as of June 2022 is $29 a month.

General keyword research with Helium 10: Magnet

In the Helium-10 universe there are several modules that serve different functions and work differently. The module for general keyword research is called Magnet and compiles keyword lists with average search volume per month. There is not one for all keywords, but where there is, it is not: Unlike Google, these are not rough and rounded numbers – but precise information. In a way, this makes the Helium 10 interesting and exciting to capture the exact product interest in a target country for a specific search input.

At the top of the view, Helium 10 shows us an overall summary of how high the search volume is for all keywords with our entered term – for the example ‘staubsauger’ in Germany that would be a search volume of 197,877 entries per month, as of June 2022.

We also see a column in the table with the title Competing Products, which tells us how high the competition is for this keyword and how many competitor products are currently being displayed under this keyword. This makes it easier to search for niche keywords for your own strategy.

Search volume for the German keyword “Staubsauger” (“vacuum cleaner”). Helium 10’s Magnet application can be used to perform general keyword research to determine search volume, as well as find out semantically related keyword suggestions.

Keyword suggestions containing Helium 10 from products with ASIN: Cerebro

What are people looking for to go directly to a specific product? We can often only make assumptions here. However, Helium 10 has a module that completes the general keyword research: Cerebro. This module searches keyword suggestions based on a product. This gives us the most relevant data about what a user needs to type in to come across a specific product.

Cerebro’s search volume keyword suggestions are much more relevant and meaningful than Magnet’s because we’re seeing a curated list of matching keywords, rather than a general list of keywords that must contain a specific term. It is therefore ideal for SEO and improving your own descriptive texts in Amazon products.

To research a product, we need the ASIN (Amazon Standard Identification Number) of the product we want to research as information. To do this, we can simply go to the relevant product page on Amazon and find the ASIN in the product details. Above all, this module can also be helpful to look at the organic keyword strategies of particularly successful competitors and to orientate yourself on them.

Search volume data with the application Cerebro from Helium 10. This requires the entry of the product number – the ASIN from Amazon.

Keywords analysis by country is only working with a localized Amazon office

In order to carry out a product analysis for international marketing from this data, we should first note that we can only examine target countries that host a fully localized Amazon office. Amazon is localizing its own offices in more and more countries, so the range of data could be even better in the future.

Currently, as of June 2022, there are a total of 12 localized target countries where keywords with search volume can be retrieved: USA, Canada, Mexico, Germany, Spain, Italy, France, Great Britain, India, Netherlands, Australia and Japan.

Conversely, this means that we cannot research global keywords for languages here, but only for the respective national languages in available target countries. Indicator-like, this is sufficient for many cases to determine the most important keyword. For example, if we want to determine an English keyword search volume in the USA in terms of weight and priority, a general trend for the English-speaking world can be derived in most cases, unless the terms are very country-specific.

This also means that we cannot determine exact search volumes for countries neighboring Germany, such as Austria, Switzerland or Poland. In Austria and Switzerland, keywords from Germany would have to be consulted as indicator-like trend barometers. 

Only countries that have fully localized Amazon branches are available for selection.

Start target market analysis with data from Helium 10

If we want to examine a product for distribution, awareness and demand, we could then start by determining the respective search volume from product keywords and translated product keywords and segmenting it by country. That way we would know where a product would most likely find a response. The Flourish tool, for example, can be used for exciting and interactive map visualizations to display the target country comparison in attractive 3D maps.

Such trend analysis is not only useful for Amazon products per se, but can also serve as a valuable indicator of the overall distribution and popularity of products in target countries. In combination with a market analysis from Google search volumes and Bing search volumes, you would have another building block that makes your market and opportunity analyzes for a product in international marketing even more accurate, resilient and convincing.

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