Find Top Performing Amazon

Keywords with Sonar

Sonar by ​Sellics​ gives you the opportunity to search a database of over 74 million
Amazon keywords and 89 million products to identify the high ranking keywords that
will convert for you on Amazon. By knowing the exact keywords Amazon customers
are using to search for your product, you will be able to optimize your organic
keyword rankings and your Amazon Sponsored Products (PPC) campaigns very
effectively.

In this guide, we will show you how to use the three search functions of Sonar
(Keyword Search, Extended Search, and Reverse ASIN Search)​, and how to
export and analyze your results.

Sonar Keyword Search Functions

1. Keyword Search (search by word stem)

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Start by typing your desired source keyword into the search field. Based on this, you
will receive keyword suggestions that contain the source keyword in any combination
of positions, i.e. in the beginning, middle, or end.

For example, using the source keyword "gloves women" you will receive the
following suggestions:

● white gloves women

● women crossfit gloves
● fingerless gloves for women

2. Extended Search (search synonymous keywords)

In the Extended Search mode, you will also receive keyword suggestions with the
source keyword, but also suggestions for synonymous keywords.This means you will
receive more diversified keyword suggestions.

For example, if you search “yoga ball” using the Extended Search function, in
addition to keyword suggestions with the source keyword “yoga ball”, you will also
receive synonymous keyword suggestions such as:

● exercise ball
● therapy ball
● ball chair
● stability ball
● excersize ball (which is a misspelled but commonly used phrase)

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3. Reverse ASIN Search (discover your competitors’ keywords)

The Reverse ASIN Search function will give you the keywords a specific product is
ranking for. The main advantage of the Reverse ASIN search function is that you do
not need a source keyword in order to start your keyword research.

Simply copy & paste the ASIN of any Amazon product into Sonar, and you’ll see an
immediate list of the keywords your competitors are using. The Reverse ASIN
Search will usually find fewer keywords than the other two search functions, however
these keywords tend to be extremely accurate for the respective niche.

4. Combine all three search functions for comprehensive results

To perform a comprehensive keyword search you can combine all three search
functions. For example, you can begin your keyword research using the Reverse
ASIN Search function on a competitor’s product to generate keyword ideas, then use
the Extended Search function to identify popular synonyms for the keywords you’ve
found. Finally, use the Keyword Search function to find all the relevant combinations
for the most important keywords.

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Keyword Search Volume ​—​ which keywords are the most popular?

Sonar provides an Amazon search volume estimate for all keyword results. Because
Amazon does not publish their internal search data, the search volume results in
Sonar are based on our own internal algorithms which leverage various Amazon
data sources.

The search volume estimate identifies the keywords used the most by Amazon
customers, thus allowing you to prioritize them accordingly. The scale of the search
volume ranges from 1 to 5 bars, with 5 bars representing the highest search volume.

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How to use the ‘Exclude permutations’ filter

This default-enabled filter removes all the keywords that only differ by word order
from the Sonar search results. E.g. if both the keywords "gloves black" and "black
gloves" are found, then Sonar will only display the keyword with the higher search
volume.

Important note​: The word order is not relevant for Seller Central backend keywords
or PPC keywords using the ‘broad’ match type. Using this filter will help you save
time by reducing the number of irrelevant keywords and avoid keyword repetition.

Frequent words ​—​ find popular keyword elements

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For each of the three search functions, Sonar will show you the most frequent words
used across the search results. This is useful for helping you identify important
keywords to include in your product title. For example, if you are selling black gloves
and perform an extended search for “black gloves”, Sonar will give you words like
“leather”, “latex”, “winter”, “long”, “satin” or “touch.”

Export and Analysis

Sonar will always display the first 50 keyword results. The complete results (up to
3000 keywords) are available for download as a .CSV file via the ‘Request
Download’ button at the end of the search results page. You can then open the .CSV
file in Excel.

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Open your exported file in Excel

There are two options for opening the .CSV file in Excel:

Option 1: Drag & Drop

1. Open a new sheet in Excel

2. Locate your downloaded Sonar .CSV file
3. Drag the .CSV file with the mouse to your new sheet in Excel and drop it

If this option does not work for you, you can open the .CSV file in the following way:

Option 2 : Using Excel Text Conversion Wizard

1. Open a new sheet in Excel

2. Go to the "Data" tab
3. In the Get External Data group, select “From text”
4. Navigate to the location of the Sonar .CSV file (i.e. in the download folder) and
open the file
5. Click "Next" in the Text Conversion Wizard in step 1
6. In step 2, choose the semicolon as delimiter, click “finish” and then “OK”

Analysis of results

Your Sonar file will contain an exported list with three columns:​ a Keyword
Suggestion column, Search Volume column, and Unique Words column.

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Keyword Suggestion & Search Volume Column

The Keyword Suggestion column contains all the keyword suggestions Sonar has
generated, and the Search Volume column shows the Amazon search volume
estimate for each keyword, which will help you prioritize keywords accordingly.

This keyword list is useful for helping you determine the most relevant keywords for
your product. For example, to compile a list of all the relevant keywords, you can go
through the keyword suggestion list and delete all the keywords that are not relevant
for your product. Then you can simply copy & paste the remaining list of keywords
into your PPC campaigns.

Unique Words

This column lists all the unique words that appear in your list of keywords. This
column is very useful for compiling all the relevant keywords for your Seller Central

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backend search fields, because the keywords here will not need to be repeated, as
discussed above. Simply go through your unique words list and delete all the
irrelevant keywords. You can then copy & paste the remaining list into your Seller
Central backend search fields.

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