The Keyword Scout tool is a “Reverse ASIN” tool, meaning you can find the keywords that any ASIN is using and ranking for.
This allows you to research what a competitor product, or your own product, is showing up for in search results.
To get started, simply enter an ASIN in the “ASIN” box and click the “FIND KEYWORDS” button.
First ASIN pos: enter the ASIN you want to interrogate. You can enter multiple ASINs.
Note: The system takes the first ASIN input into the system and looks at which keyword (with two words as a minimum) that is is ranking the best for, and takes that keyword and does a search on Amazon, and finds all the other products that are ranking well for that keyword. Those will show in the dropdown as competitor products.
If you put in 2 or more ASINs initially, it still takes the first ASIN to do this analysis. The drop down list may then include the other ASINs entered, as it’s finding all the highest ranking products for the first keyword mentioned above.
Include related ASINS: selected by default. This will look at related ASINs (any child, parent or sibling ASINs) and the keywords they're using.
Find Keywords: when clicked, this finds the keywords for that ASIN, including related if selected.
Note, it can take a few minutes to bring back results, depending on the selections made.
Clicking the "wind back the clock" button shows your ASIN search history, and you can view these results newly if you click on one.
Results are shown for that ASIN, along with key info like:
along with Keyword Frequency:
Keyword Frequency is how many times each of the listed words show up in the Keyword results.
At the bottom the keywords used by that ASIN are shown, along with other details for each keyword:
Note, each column has two fields in the header, Minimum and Maximum (plus "containing" fields under the Keyword header). These can be used to constrain / filter the list.
For example, putting "1,000" in the Minimum field for Keyword Rank, and "2,000" in the Maximum, would constrain the list to keywords that fall within that range.
Keyword Rank: This is Amazon's Search Frequency Rank (SFR), the numeric rank of that specific search term’s popularity on Amazon when compared to all other search terms during a given time period.
First ASIN Position: This is where that product (the first ASIN in the search bar) shows up on an Amazon search for that keyword. For example, if the Position is "1", that means that ASIN shows up as the 1st organic search result for that keyword.
Best ASIN Position: Of the list of ASINs, this is the best position of them for that keyword. The CSV shows which ASIN has that position.
Average ASIN Position: For all ASINs being compared, this is the average position (aggregate of position values divided by the quantity of ASINs being compared).
# of Competing Products: the number of products that are showing up for that keyword.
Word Count: how many words are in the keyword.
You can also click the Amazon Link button by any keyword to see the search results of that keyword directly on Amazon. Clicking will open Amazon using that search term.
Clicking gives you this, in a new browser tab:
Click the dropdown arrow to see competing products.
Then you can select competing products to interrogate:
1. Select the Product
2. It appears in the list
You can add multiple products, if desired, than click "Find Keywords".
Once you have your results you have a few options as to what you can do with them.
Views: save the current view for use later.
Send To Distiller: sends the keyword results to the Distiller tool. See instructions on that for how to work with Distiller.
Send To Wordsmith: sends the keyword results to the Wordsmith. See instructions on that for how to work with Wordsmith.
Copy To Clipboard: this functions like Ctrl + C, and will place the results on the clipboard, to be pasted by you in any other location using Ctrl + V.
Export CSV: exports the results to a CSV file.
When exporting you'll notice the ASIN you searched appears as the Main Product:
And you can then see info on any other competing products you selected to compare:
1) each keyword
2) main product ASIN (main search ASIN)
3) competing ASINs selected, and position