7 Tools to Find the Most Searched Terms on Amazon for 2025

For eCommerce leaders, mastering the most searched terms on Amazon is not an SEO exercise—it's the bedrock of a performance-driven growth strategy. Raw search volume is a vanity metric. The real win is converting high-intent search traffic into market share, architecting a system where PPC investment directly fuels organic rank, and customer behavior dictates product innovation.

This guide bypasses generic lists of trending products. We're focused on the professional-grade tools that unlock actionable search intelligence, enabling you to build a powerful flywheel where paid advertising accelerates organic dominance. We will dissect seven essential platforms, from Amazon's first-party data powerhouse, Brand Analytics, to sophisticated third-party suites like Helium 10 and Jungle Scout.

Each section delivers a no-nonsense breakdown of the tool's core functions, strategic applications, and its role in a performance-first model. You'll find direct links and screenshots to see these platforms in action, helping you evaluate which solution best aligns with your brand's profitability goals. This isn't about finding a magic keyword. It's about building a repeatable, data-backed process to dominate your category, optimize ad spend, and drive sustainable scale in a hyper-competitive marketplace.

1. Amazon Brand Analytics (Seller Central)

For brands demanding the most authoritative source of data on the most searched terms on Amazon, the only place to start is within the ecosystem itself. Amazon Brand Analytics, available to registered brands in Seller Central, is the platform’s ground truth. It provides first-party data directly from Amazon, offering an unfiltered view of what millions of shoppers are looking for. This isn't scraped or estimated data; it's a direct line into consumer behavior.

The primary advantage of Brand Analytics is its unassailable accuracy. While other tools estimate search volume, Brand Analytics provides a Search Frequency Rank (SFR). This metric shows precisely how popular a query is relative to all other searches on Amazon during a specific period, giving you a clear hierarchy of relevance without abstract volume numbers.

Key Features and Strategic Use Cases

Brand Analytics offers several reports that provide direct, actionable intelligence for retail leaders.

• Top Search Terms: This report displays the most popular queries by SFR and, critically, reveals the top three most-clicked ASINs for each term. Strategically, this allows you to identify high-volume keywords for PPC campaigns, pinpoint competitors dominating top search results, and uncover unmet demand in your niche.
• Search Query Performance: This is where performance-focused brands live. It shows your brand’s impression share, clicks, add-to-carts, and purchases for specific search terms. This data is diagnostic: high impressions but low clicks signal a problem with your main image or title. High clicks but low conversions point to issues with price, reviews, or A+ Content.
• Search Catalog Performance: This tool delivers a funnel view for each of your products, from impression to purchase. It helps you quickly diagnose whether a product has a discoverability issue (low impressions) or a conversion issue (low purchase rate after a click), enabling precise, data-backed optimization.

Headline Takeaway: Leverage the "Top Search Terms" report to build both offensive and defensive PPC strategies. Target high-SFR keywords where top competitors are the most-clicked ASINs but your brand is absent. For terms where you are already a top-clicked product, deploy defensive Sponsored Brands campaigns to protect that prime digital real estate and maximize market share.

Access Requirements and Limitations

Access is the main gatekeeper. Brand Analytics is exclusively available to sellers enrolled in Amazon's Brand Registry with a Professional selling plan. It’s an integrated benefit for registered brands, not a standalone subscription.

While the data is unparalleled, Brand Analytics provides the "what," not the "how." It’s up to your team or agency partner to interpret these insights and execute a strategy. Using this first-party data to fuel your keyword strategy is a critical first step, which you can explore further by learning to optimize your Amazon product listings.

Website: Amazon Brand Analytics

2. Helium 10 (Magnet, Cerebro, Keyword Tracker)

If Brand Analytics is the source of truth, Helium 10 is the strategic toolkit for weaponizing that truth. It's a comprehensive suite designed for brands moving beyond raw data to build a complete keyword ecosystem. By providing estimated search volumes, historical trends, and deep competitor intelligence, Helium 10 bridges the gaps left by Brand Analytics, making it an essential layer for competitive analysis and strategic planning. It connects the dots from initial keyword discovery to listing optimization and PPC campaign architecture.

The primary advantage of Helium 10 is its workflow-oriented design. It doesn't just list the most searched terms on Amazon; its specialized tools like Magnet and Cerebro help you find, filter, and prioritize them for maximum ROI. Cerebro's reverse-ASIN lookup is a standout, allowing you to ethically deconstruct your competitors’ keyword strategies to uncover profitable terms you’ve missed. This makes it indispensable for both launching new products and scaling established ones.

Key Features and Strategic Use Cases

Helium 10’s tools work in concert to provide a 360-degree view of the search landscape, enabling data-backed decision-making.

• Magnet (Keyword Research): Input a seed keyword, and Magnet generates a comprehensive list of related long-tail terms with estimated search volume and competing products. It's ideal for building the foundational keyword set for a new product listing.
• Cerebro (Reverse-ASIN Lookup): The ultimate competitive intelligence tool. Enter a competitor's ASIN, and Cerebro reveals the exact organic and sponsored keywords they rank for. Use this to identify high-converting "striking distance" keywords (where you rank on page 2-3) to target with aggressive PPC for a rapid boost in visibility and sales.
• Keyword Tracker: This tool monitors your product’s rank for a specific set of keywords over time—for both organic and sponsored placements. It provides direct performance feedback, measuring the precise impact of your listing optimizations and PPC campaigns on search visibility.

Headline Takeaway: Use Cerebro to run a multi-ASIN search on your top 3-5 competitors. Filter for keywords where at least three of them rank in the top 10. This curated list represents the core, high-conversion "table stakes" keywords for your niche. You must be visible and competitive on these terms to even have a chance at winning market share.

Access Requirements and Limitations

Helium 10 is a third-party subscription service with tiered pricing. While a limited free plan exists, its strategic power is unlocked in paid tiers. The sheer volume of data can present a learning curve, and advanced functionalities like expanded historical data or PPC automation require higher-tier subscriptions.

The platform's strength is its vast dataset and powerful filters. However, its search volume figures are estimates, not the definitive Search Frequency Rank from Amazon. True value is realized when these insights inform a sophisticated strategy, which you can learn more about by exploring how to find the best keywords for Amazon.

Website: Helium 10 Keyword Research Tools

3. Jungle Scout (Keyword Scout, Rank Tracker)

For brands seeking a comprehensive, all-in-one platform that combines robust keyword research with a full suite of business management tools, Jungle Scout is an industry leader. It moves beyond identifying the most searched terms on Amazon by integrating this data into a broader ecosystem of product research, listing optimization, and performance tracking. Jungle Scout provides tangible estimated search volumes, helping leaders gauge demand and prioritize strategic efforts.

Jungle Scout's key advantage is its balanced toolset and accessible interface, making sophisticated data analysis achievable for brand managers. Its flagship tool, Keyword Scout, provides historical search volume, suggested PPC bids, and an ease-to-rank score. This context helps you understand not just current demand, but how it has evolved, allowing for smarter, more proactive inventory and marketing decisions.

Key Features and Strategic Use Cases

Jungle Scout is designed as a command center for Amazon brands, with several features that directly support keyword-driven growth.

• Keyword Scout: The core keyword research tool. Uncover high-demand keywords, see their estimated exact and broad match search volume, and analyze historical trends to identify seasonal opportunities. Use it to build master keyword lists for new product launches or to expand PPC campaigns into untapped customer segments.
• Rank Tracker: Monitor your product’s organic and sponsored rank for specific keywords over time. By tracking keyword positions, you can directly measure the ROI of your listing optimizations and PPC spend, providing clear data on which strategies are driving visibility.
• Listing Builder: This tool helps you integrate high-volume keywords directly into your product listings. It provides an optimization score based on how well you've incorporated target terms, ensuring your on-page SEO is aligned with active customer searches.

Headline Takeaway: Use Keyword Scout's historical data to identify seasonal demand curves for your top keywords. For a product like "wool socks," you can pinpoint the exact week in late summer when search volume begins to climb. By front-loading your PPC budget just ahead of this curve, you can capture early demand, build sales velocity, and establish a higher organic rank before your competitors react, maximizing peak season profitability.

Access Requirements and Limitations

Jungle Scout is a subscription-based SaaS platform with tiered pricing. A key limitation is that lower-tier plans cap the number of monthly keyword searches and tracked keywords. Unlocking the full suite, including advanced advertising analytics and unlimited searches, requires a "Suite" or "Professional" plan.

While Jungle Scout provides robust data and excellent training, its search volumes are sophisticated estimates, not first-party data like Brand Analytics. To effectively use these insights, leaders must understand how to track their Amazon ranking and connect changes in position to sales velocity and market share.

Website: Jungle Scout

4. MerchantWords

As one of the original keyword databases for the Amazon marketplace, MerchantWords has built its reputation on an extensive collection of shopper search data. It specializes in providing estimated search volumes, helping brands gauge market demand and discover both high-volume head terms and untapped long-tail keywords. For leaders focused on market research and opportunity sizing, MerchantWords offers a straightforward and accessible platform.

The core strength of MerchantWords lies in its massive, historical keyword database sourced from multiple global Amazon marketplaces. It provides estimated monthly search volumes, a critical metric for prioritizing keyword targets and forecasting potential traffic. These estimates serve as a powerful directional guide for identifying which terms are worth pursuing for both organic listing optimization and PPC campaigns.

Key Features and Strategic Use Cases

MerchantWords is designed for efficient keyword discovery and analysis, making it valuable for the initial phases of product and marketing research.

• Keyword Explorer: The platform's primary tool. Enter a seed keyword to receive a broad list of related terms, complete with estimated monthly search volume, seasonality trends, and a "dominant categories" feature. This helps you quickly validate product ideas and find relevant keywords for your niche.
• Collections: This feature allows you to save and organize keyword lists during research. It’s an effective way to group terms for different products, ad groups, or content strategies, streamlining your workflow.
• Emerging Trends: The tool identifies search terms that are rapidly gaining popularity. This is invaluable for spotting new product opportunities, identifying seasonal demand spikes, and getting ahead of competitors by targeting keywords before they become saturated.

Headline Takeaway: Use the Emerging Trends report to identify breakout search terms in your category. For example, if "mushroom coffee" starts trending, a supplements brand can quickly launch a targeted Sponsored Brands Video campaign around this new term to capture early adopters. This proactive strategy allows you to associate your brand with an emerging demand curve, building authority and capturing market share before the space becomes crowded and expensive.

Access Requirements and Limitations

MerchantWords is a subscription-based service with straightforward pricing tiers. Higher-tier plans offer more search lookups, more keywords per search, and multi-user access.

The main limitation is its primary focus on keyword research. It lacks the integrated listing optimization, PPC management, and performance analytics of all-in-one suites. Additionally, search volumes are proprietary estimates. Lower-tier plans also have limits on search lookups and report downloads.

Website: MerchantWords

5. Viral Launch (Keyword Research, Listing Builder, Rank tracking)

Viral Launch provides a powerful, all-in-one growth suite for Amazon brands, covering the entire journey from product research to advertising. Its standout feature is the emphasis on historical keyword data, allowing brands to analyze trends over time and make smarter, data-backed decisions about the most searched terms on Amazon. This end-to-end workflow connects keyword discovery directly to listing optimization and rank tracking, creating a cohesive strategy.

The primary advantage of Viral Launch is its ability to reveal seasonality and long-term trends. While many tools provide a snapshot of current search volume, Viral Launch's historical data (available on its Growth tier and above) shows how a keyword's popularity has ebbed and flowed. This is invaluable for planning inventory for seasonal peaks and understanding whether a search term represents a fleeting trend or stable market demand.

Key Features and Strategic Use Cases

Viral Launch integrates several tools to create a seamless workflow, turning raw data into optimized listings and campaigns.

• Keyword Research: This core tool provides estimated search volumes, relevance scores, and historical trend graphs. Use it to uncover high-potential keywords and validate product ideas by analyzing consumer search behavior over multiple years.
• Listing Builder & Analyzer: After finding target keywords, these tools help you weave them into your listing for maximum discoverability. The analyzer scores your listing against top competitors, providing actionable recommendations to improve both keyword ranking and conversion rate.
• Rank Tracking: The platform offers daily and even hourly rank tracking for your most important organic and sponsored keywords. This allows you to monitor the immediate impact of your optimization efforts and PPC campaigns, enabling rapid response to competitive changes.

Headline Takeaway: Use the historical search volume data to inform your PPC budget allocation throughout the year. For a product like "beach towel," you can identify exactly when search interest begins to rise in the spring. Ramping up your ad spend just before this upswing allows you to capture early shoppers and build sales velocity ahead of the peak season, establishing a dominant organic rank that carries through the summer.

Access Requirements and Limitations

Viral Launch is a subscription-based SaaS platform. Core keyword research is available on lower-tier plans, but access to its most powerful features, like multi-year historical data and PPC automation, is reserved for the higher-priced Growth and Scaler plans. The significant price jump for top-tier PPC tools can be a barrier for smaller brands.

While the platform is robust, its success depends on the strategic interpretation of its data. It provides the tools, but a strong analytical approach is required to translate the insights into profitable action.

Website: Viral Launch

6. SellerApp

SellerApp is an all-in-one Amazon seller platform designed to bridge the gap between keyword research, listing optimization, and PPC management. For brands looking to understand the most searched terms on Amazon and immediately activate those insights, SellerApp provides a connected workflow. It combines data analytics with actionable tools, allowing teams to move from discovery to implementation within a single ecosystem.

The platform's primary advantage is its integration. Instead of researching keywords in one tool and managing PPC campaigns in another, SellerApp links these functions. This enables a more cohesive strategy where keyword opportunities directly inform both listing content and advertising bids, streamlining the optimization process for busy brand managers.

Key Features and Strategic Use Cases

SellerApp offers a suite of tools that work together, providing a holistic view of a product’s market positioning and performance.

• Keyword Research & Tracking: The tool provides essential metrics like estimated search volume, relevance scores, and CPC estimates. You can track your product’s rank for specific keywords over time, measuring the impact of your SEO and PPC efforts.
• Listing Quality Score: This feature analyzes your product listing against Amazon's best practices and provides a score. It offers specific recommendations on how to improve your title, bullet points, and description using high-value keywords, directly connecting research to on-page optimization.
• PPC Insights & Automation: For brands on its higher-tier plans, SellerApp offers PPC management tools. It can suggest keywords for campaigns, automate bidding strategies based on ACoS targets, and help identify negative keywords from search term reports to improve ad spend efficiency.

Headline Takeaway: Identify a core group of 5-10 high-relevance keywords using SellerApp's research tool. After optimizing your listing content with them, use the Listing Quality Score to confirm proper indexing. Simultaneously, launch a "test" PPC campaign targeting these exact terms to gather real-time conversion data. This creates a powerful flywheel: the PPC data validates the keyword's value and drives initial sales, which in turn boosts organic ranking for those same terms.

Access Requirements and Limitations

SellerApp operates on a freemium model, making it accessible for brands to explore basic features. However, its most powerful capabilities, such as advanced PPC automation and in-depth analytics, are reserved for its paid subscription tiers (Pro-Lite, Professional, and Enterprise).

Pricing can scale based on usage and the number of ASINs tracked, which may be a consideration for sellers with large catalogs. While it provides a great combination of tools, brands with highly complex, enterprise-level needs may require a custom consultation.

Website: SellerApp

7. Ahrefs Amazon Keyword Tool (free)

For strategists, researchers, and marketers who need a quick, data-driven look at the most searched terms on Amazon without committing to a paid platform, Ahrefs offers a powerful free tool. Powered by extensive clickstream data, this tool provides a valuable external perspective on customer search behavior. It's an excellent starting point for initial product research, competitor analysis, and brainstorming high-volume keywords.

The primary advantage of the Ahrefs tool is its accessibility and unique data points. It doesn't just show an estimated search volume; it also provides Clicks and Clicks Per Search (CPS) metrics. These figures help you distinguish between informational queries and those with high commercial intent, offering a more nuanced view of a keyword's potential profitability.

Key Features and Strategic Use Cases

Ahrefs' free tool is surprisingly robust, offering actionable data to inform your Amazon strategy.

• Broad Keyword Discovery: Enter a seed term and instantly get thousands of related ideas, questions, and long-tail variations. This is ideal for early-stage product validation or expanding PPC campaign keyword lists.
• Click Metrics Analysis: Use the Clicks and CPS data to prioritize keyword targets. A keyword with high search volume but low clicks may be informational, while one with high clicks suggests strong buyer intent, making it a prime candidate for performance-focused PPC campaigns.
• International Market Research: The tool supports multiple Amazon marketplaces, including the UK, Canada, and Germany. This allows you to quickly gauge demand and identify top search terms in new regions before launching internationally.
• "Also talk about" Feature: This function reveals other keywords and topics frequently found on the top-ranking pages for your initial search term. It's a goldmine for understanding customer pain points and identifying complementary product features or marketing angles.

Headline Takeaway: Use the "Questions" tab to discover what potential customers are asking about a product. For a "noise cancelling headphone," you might find questions like "can you use noise cancelling headphones for sleeping?" Incorporate these questions and their answers directly into your A+ Content or bullet points. This not only improves your listing's relevance but also proactively addresses buyer objections, boosting conversion rates and reducing returns.

Access Requirements and Limitations

The core functionality is completely free. You can perform searches and see top results without an account. To export lists or access full, unfiltered data, you need a free Ahrefs Webmaster Tools account or a paid plan.

As a third-party tool, its data is based on clickstream models, not direct Amazon data. While highly accurate, it is an estimation compared to Brand Analytics. It is a pure research tool; it does not integrate with your Amazon account to manage listings or PPC campaigns.

Website: Ahrefs Amazon Keyword Tool

Top 7 Amazon Keyword Tools Comparison

Tool	Implementation complexity	Resource requirements	Expected outcomes	Ideal use cases	Key advantages
Amazon Brand Analytics (Seller Central)	Low — built into Seller Central once eligible	Brand Registry + Professional seller account	Authoritative, aggregate Amazon search and funnel metrics	Brand-level reporting, discoverability and conversion gap analysis	First‑party Amazon data; no scraping; highly trusted
Helium 10 (Magnet, Cerebro, Keyword Tracker)	Medium — multiple modules and learning curve	Paid subscription (best value at mid/high tiers)	Deep keyword datasets, reverse‑ASIN insights, rank tracking	End‑to‑end keyword research, listing optimization, PPC strategy	Comprehensive keyword toolkit and broad marketplace coverage
Jungle Scout (Keyword Scout, Rank Tracker)	Low–Medium — user-friendly with onboarding	Paid plans (starter limits on searches)	Balanced product research, keyword trends, rank monitoring	New to mid sellers doing product/opportunity research and listing work	Strong onboarding/Academy and combined research + operations tools
MerchantWords	Low — research‑centric workflow	Paid tiers with simple pricing (limits on low tiers)	Monthly search volume estimates and long‑tail discovery	Market research and scalable keyword discovery for agencies/solo sellers	Straightforward pricing and scalable multi‑seat options
Viral Launch (Keyword Research, Listing Builder, Rank tracking)	Medium — full growth suite; top features on higher tiers	Paid plans (historical data and PPC automation on Growth/Scaler)	Historical trend validation, listing improvements, rank/PPC automation	Seasonality analysis, end‑to‑end launch and growth workflows	Rich historical datasets and integrated listing-to‑ads workflows
SellerApp	Low–Medium — integrated platform with freemium entry	Freemium available; advanced automation on paid plans	Keyword tracking tied to listing quality, PPC insights	Sellers wanting combined keyword, listing quality and PPC tools	Freemium trial; unified keyword → listing → PPC workflow
Ahrefs Amazon Keyword Tool (free)	Low — web tool with simple UI	Free access; paid Ahrefs for advanced exports/workflows	Large keyword idea sets with clickstream metrics for brainstorming	Low‑cost keyword discovery and cross‑country research	Free entry point, click metrics, very large keyword database

Your Next Move: Transform Search Data into a Strategic Asset

We’ve dissected a powerful arsenal of tools, from the ground-truth insights of Amazon Brand Analytics to the comprehensive suites of Helium 10 and Jungle Scout. Each platform offers a unique lens on the most searched terms on Amazon. But data is not the prize; it's the raw material for building a dominant, profitable brand.

True value isn't found in a list of high-volume keywords. It's unlocked when you translate search data into an interconnected growth plan. The objective is to move beyond reacting to trends and start proactively shaping your market position, understanding not just what customers search for, but why—and how those searches translate into profitable conversions.

From Keywords to Competitive Advantage

The real work begins after identifying your target terms. Insights from these tools must directly inform every aspect of your Amazon strategy, creating a powerful feedback loop where data drives decisions and performance generates more data.

Here are the critical takeaways for eCommerce leaders to implement immediately:

• PPC as a Catalyst for Organic Growth: Your paid campaigns are more than a sales channel; they are your primary lever for validating keyword relevance and driving the initial velocity needed to boost organic rank. Winning bids on the most searched terms on Amazon in your niche is a direct signal to the A9 algorithm that your product is the most relevant solution, accelerating a virtuous cycle of visibility and sales.
• Listing Optimization is Continuous: Search behavior is not static. Your product listings must be living assets, continually refined based on new keyword opportunities, seasonal trends, and evolving customer language. Use data from these tools to update titles, bullet points, and backend search terms quarterly to maintain peak relevance and conversion.
• Embrace Long-Tail and Negative Keywords: The highest volume terms are the most competitive and expensive. Your greatest ROI will often come from identifying less obvious, high-intent long-tail keywords. Simultaneously, a rigorous negative keyword strategy is non-negotiable for protecting ad spend from irrelevant clicks, ensuring every dollar is allocated to traffic that converts.
• Track Performance with Precision: Targeting keywords is just the start; you must measure their impact on business outcomes. Understanding how to track and report on keyword performance is crucial for any brand aiming for market leadership. For a deeper dive, explore building a comprehensive keyword rankings and visibility report to create a robust monitoring framework.

Choosing the Right Tool for Your Stage

Your choice of tool should align with your business goals and scale. An early-stage brand might start with the free Ahrefs tool and Amazon's Brand Analytics to establish a baseline. A growing seller looking to scale PPC and optimize listings will find immense value in the comprehensive suites from Helium 10 or Jungle Scout.

Consider these factors in your decision:

1. Your Budget: Can you invest in a premium, all-in-one subscription, or do you need to start with more focused, cost-effective solutions?
2. Your Primary Goal: Is your immediate focus on initial keyword discovery (MerchantWords), competitive analysis (Helium 10's Cerebro), or ongoing rank tracking and optimization (Jungle Scout)?
3. Team Capacity: Do you have the internal resources for deep data analysis, or do you need a tool that provides more straightforward, actionable insights?

Ultimately, these tools provide the "what." The critical next step is applying the "how" and "why." This is where a strategic partner transforms raw data from a spreadsheet into a cornerstone of your growth engine, connecting search trends directly to your bottom line.

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Ready to move beyond dashboards and turn search data into your most valuable strategic asset? The team at Headline Marketing Agency specializes in translating complex marketplace data into performance-driven PPC and DSP strategies that fuel profitability and sustainable scale. Schedule your strategic consultation with Headline Marketing Agency today and start building a dominant market position.