TL;DR
- Branded keywords help capture high-intent shoppers who already know your brand and are ready to buy.
- Bidding on branded keywords ensures customers find your product, not your competitors’, when they search.
- They are cost-effective compared to non-branded keywords, as they typically have lower competition.
- Small and medium sellers often overlook branded keywords, but they’re crucial for building brand recognition.
- Even if your brand is new, branded keywords can drive early traffic and help you grow long-term.
- Use branded keywords alongside non-branded ones to protect your brand while reaching new audiences.
Every Amazon seller wants their products to be found. But standing out isn’t easy.
Thousands of brands compete for the same buyers. So, how do you get an edge? Branded keywords. They can make all the difference.
Branded keywords are terms that include your brand’s name, like “Brand X face cream” instead of just “face cream.” Customers who search for these terms already know your brand. They’re more likely to buy. They trust you. They’re ready to click “add to cart.”
But why should you care? Because bidding on branded keywords can boost your visibility, protect your brand, and increase sales. It ensures that when customers search for your brand, they find you—not a competitor. This is why branded keywords matter on Amazon. And it’s why they should matter to you, too.
Quick guide
- What are branded keywords?
- Why do branded keywords matter?
- Do branded keywords matter if my brand is relatively new?
- Can branded keywords guarantee a 100% success rate?
- How to find branded keywords
- Common mistakes when using branded keywords
- When should you use branded keywords?
- Branded keywords vs. non-branded keywords
- Best practices for using branded keywords
- See you next week!
What are branded keywords?
Branded keywords are search terms that include a brand’s name or variations of it.
These keywords are used by customers who already have some awareness of a brand and are specifically searching for its products.
For Amazon sellers, branded keywords are crucial because they indicate a higher level of purchase intent. Shoppers using branded keywords are typically closer to making a purchase, as they already trust the brand and are actively seeking its products.
Examples of branded keywords:
- If your brand is “Glow Beauty,” a branded keyword could be “Glow Beauty face cream.”
- A search for “Nike running shoes” or “Adidas soccer cleats” uses branded keywords because the customer is looking for products from a specific brand.
- For a fictional Amazon seller named “EcoSmart,” a branded keyword could be “EcoSmart water bottle.”
These keywords ensure that when a customer searches for a particular brand, they find that brand’s products directly, rather than potentially being redirected to a competitor’s offerings. By focusing on branded keywords, Amazon sellers can protect their brand visibility, increase click-through rates, and potentially lower the cost per click due to reduced competition.
Why do branded keywords matter?
Branded keywords target customers who are already familiar with your brand. These are high-intent shoppers who are more likely to convert.
Let’s break down why branded keywords are so important:
1) Higher conversion rates: When someone searches for your brand, they are already interested in your product. They’re further along the buying journey, which means the likelihood of them making a purchase is much higher. For example, if a customer types in “Nike running shoes” instead of just “running shoes,” they’ve already made a decision to consider Nike.
2) Lower advertising costs: Branded keywords are often less competitive than generic terms. This can reduce your cost-per-click (CPC) and improve your return on ad spend (ROAS). For instance, bidding on “YourBrand Laptop Bag” will typically cost less than bidding on “laptop bag.”
3) Brand protection: If you don’t bid on your own branded terms, competitors might. When they do, they can steal potential customers who were originally looking for your products. For example, imagine searching for “YourBrand” but seeing a competitor’s ad in the top spot instead of yours.
4) Improved search visibility: Bidding on your branded keywords helps you dominate search results. You can appear in both organic and paid listings, increasing your brand’s visibility and credibility. This helps reinforce your brand to customers already searching for you.
5) Customer loyalty and retention: Customers searching for your brand are often repeat buyers. By using branded keywords, you make it easy for them to find you again, boosting customer loyalty.
Do branded keywords matter if my brand is relatively new?
Yes, they do.
Even though your brand is still growing, it’s important to start thinking long-term. Branded keywords allow you to capture the traffic from the small but valuable brand awareness you’ve built so far.
Here’s why they matter:
1) Take advantage of any initial awareness: In the early stages, you may not have a large amount of branded search traffic. But any search for your brand is valuable, and you don’t want to miss out on those potential customers. If someone searches for your brand name, it means they’ve already engaged with your marketing in some way.
2) Low-cost, targeted traffic: Branded keywords are typically less expensive than generic ones. Because you only pay for the clicks you receive, running branded campaigns won’t strain your budget. You’re targeting users who already have some interest in your brand, meaning you’re more likely to get higher conversion rates without wasting spend on low-intent searches.
3) Early brand protection: Competitors can bid on your brand name, even if you’re small. By running a branded campaign, you make sure that when someone searches for your brand, they find your product—not a competitor’s ad sitting at the top of the page.
4) Build trust and credibility: When your ad appears alongside your organic listings in search results, it reinforces your brand’s credibility. Even if people don’t know your brand well yet, seeing your name multiple times helps establish recognition. Over time, this positions your brand as a trusted option in your niche.
5) Prepare for future growth: As your brand expands, you’ll naturally start receiving more branded traffic. Getting ahead with a branded campaign now helps ensure that you can maintain control over your brand’s search visibility as awareness increases.
Starting early with branded keywords can set the foundation for your long-term growth and protect the progress you’ve already made.
Can branded keywords guarantee a 100% success rate?
No, they can’t guarantee 100% success.
Professional Amazon consulting agencies believe that branded keywords help you reach an audience that already knows your brand, but that’s just one part of the equation.
When someone searches for your brand, it shows interest, but it doesn’t always mean a sale is guaranteed.
There are other elements that come into play. The customer experience doesn’t end with a click. It extends to your product listing, your reviews, your pricing, and even how well your page communicates value.
People may also search for your brand and still compare you to competitors. Just because they know your name doesn’t mean they won’t explore other options. You need to stay competitive in every area—whether that’s your price, product quality, or customer service.
Branded keywords can get people to notice you, but it’s everything that happens after the click that determines whether or not they convert into customers.
How to find branded keywords
Finding branded keywords on Amazon isn’t difficult, but it does require some effort.
The simplest way is to use Amazon’s search bar. Start typing your brand name, and Amazon will auto-suggest popular search terms related to it. These suggestions can give you an idea of how customers are searching for your brand.
Another effective way is using Amazon’s Brand Analytics tool. If you’re a registered brand, you can access this tool in your Seller Central account. It provides valuable insights into what branded keywords are driving traffic to your listings. You can see the most popular searches involving your brand and track how those terms perform over time.
You can also use third-party tools like Helium 10 or Jungle Scout. These tools allow you to track branded keyword performance and discover what search terms customers are using to find your products. They can even help you see how your keywords stack up against your competitors.
Once you’ve gathered your branded keywords, keep testing and optimising them. The more you refine your list, the better results you’ll see from your campaigns.
You can also hire Amazon selling consultants to do the job for you.
Common mistakes when using branded keywords
1) Not bidding on your own brand
Some sellers think they don’t need to bid on their own branded keywords. But if you don’t, competitors can take that top spot and steal your traffic.
2) Relying too much on branded keywords
While branded keywords are important, focusing only on them limits your reach. You still need non-branded keywords to attract new customers who haven’t heard of your brand yet.
3) Ignoring keyword performance
Just because a keyword is branded doesn’t mean it’s performing well. Some sellers forget to check the data and miss out on optimising their campaigns.
4) Not protecting your brand
Some sellers don’t realise competitors can bid on their branded terms. If you’re not protecting your brand with ads, you’re leaving the door open for others to step in.
5) Overpaying for clicks
Even with branded keywords, it’s possible to overbid. Always monitor your cost-per-click to ensure you’re not overspending for traffic that could have been acquired more affordably.
When should you use branded keywords?
1) When your brand has some recognition
Once your brand starts gaining recognition, even if it’s small, you should use branded keywords. If customers have heard about your brand through word of mouth, ads, or social media, they might search for it directly on Amazon.
You want to make sure that when they type in your brand name, your products show up first. Let’s say you sell eco-friendly water bottles under the name “GreenHydro.” If someone searches for “GreenHydro bottle,” and you’re not bidding on that keyword, a competitor’s product could appear instead. This would cause you to lose potential sales that should have been yours.
2) When competitors are bidding on your brand
Even if you’re a smaller brand, competitors can bid on your branded keywords to steal traffic. For instance, if another brand sees that customers are searching for “GreenHydro bottle,” they might bid on your keyword to show their product instead of yours.
By running ads on your branded terms, you make sure your product stays at the top of the search results, preventing competitors from cutting into your sales.
3) When running promotions or special offers
Branded keywords are especially valuable when you’re running a promotion. If you’re offering a discount or a limited-time deal, branded keywords help you capture the attention of customers who already know your brand.
For example, if GreenHydro is running a 20% off sale, bidding on “GreenHydro sale” or “GreenHydro discount” can help you bring back customers who are interested in your brand and ready to take advantage of the promotion.
4) When you want to lower your advertising costs
Branded keywords generally have lower competition compared to generic terms, which means they can cost you less. If you’re selling water bottles, bidding on “eco-friendly water bottle” might cost more and bring in broader traffic.
But if you bid on “GreenHydro bottle,” the competition will likely be lower, making your cost-per-click cheaper. You’re still reaching an audience that’s familiar with your brand, but without paying the premium that more generic keywords often demand.
5) When aiming to boost customer retention
Branded keywords are an easy way to make sure your loyal customers can find you again. When people have bought from you before and had a good experience, they’ll likely search for your brand directly the next time.
If you’re bidding on branded keywords, like “GreenHydro bottle,” you ensure that they find your product right away instead of having to sift through generic search results. This makes it easier for repeat customers to come back, boosting customer retention and loyalty.
Branded keywords vs. non-branded keywords
| Aspect | Branded keywords | Non-branded keywords |
| Definition | Keyword terms that include your company or product name, such as “Apple iPhone” or “Nike running shoes.” | Terms that refer to your products without using your brand name, such as “smartphone” or “running shoes.” |
| Audience intent | Targets customers who are familiar with your brand, further along the buying journey, and likely to convert. They may have visited your page or purchased from you before. | Targets a broader audience, often at the top of the funnel, who are still researching and comparing brands. These shoppers may not yet be aware of your brand. |
| Conversion rate | Higher conversion rates because these shoppers are closer to making a purchase and more familiar with your brand. | Lower conversion rates since these audiences may not be ready to buy and are still considering multiple options. |
| Cost-per-click (CPC) | Typically lower because competition for your specific brand name is lower unless competitors are actively bidding on your brand terms. | Higher CPC due to greater competition from other brands bidding on similar generic terms. |
| Audience reach | Smaller, more focused segment of customers who already know your brand. This audience has higher buying intent. | Much larger reach, bringing in more potential customers. However, these users are often earlier in their decision-making process. |
| Sales funnel stage | Lower-funnel. Branded searches typically target customers closer to a purchase, often returning buyers or those familiar with your brand. | Upper-funnel. Non-branded keywords target broader audiences who may not be ready to purchase but are researching options and learning about brands. |
| Competition | Lower competition, though it’s important to protect your brand by bidding on your own keywords to prevent competitors from stealing traffic. | High competition because many brands are bidding on the same generic terms, driving up CPC. |
| Campaign goal | Focused on defending your brand and converting high-intent shoppers who already have some familiarity with your products. | Focused on expanding reach, attracting new customers, and building brand awareness among audiences unfamiliar with your brand. |
| Long-term benefits | Helps defend your brand and strengthen customer loyalty by keeping your products top-of-mind for returning shoppers. | Essential for long-term growth, as it allows you to capture new audiences and scale your presence in the market. |
| Examples | “Nike Air Zoom Pegasus” or “Apple iPhone 12” – customers specifically searching for your brand or product model. | “running shoes” or “smartphone” – broad search terms that don’t specify any particular brand but attract a larger pool of potential customers. |
Best practices for using branded keywords
1) Bid on your own branded keywords
Even if you think your organic ranking is strong, it’s still essential to bid on your own branded terms. Why? Because if you don’t, your competitors will.
Let’s say a customer searches for “YourBrand running shoes.” If you’re not running an ad for that keyword, a competitor could take that top spot and capture your potential sale. Bidding on your branded keywords ensures that you remain visible to customers who are already interested in your products.
2) Monitor performance regularly
Just because a keyword is branded doesn’t mean it’s always performing well. Keep an eye on key metrics like click-through rates (CTR), conversion rates, and cost-per-click (CPC).
If you notice a drop in performance, it could be a sign that something on your product page or in your ad isn’t resonating with customers. For example, if your ad for “YourBrand phone case” suddenly sees a lower CTR, it’s time to check the ad copy or landing page for issues.
3) Don’t overpay for clicks
Even though branded keywords typically have lower competition, it’s still possible to overbid. You want to balance being aggressive enough to secure the top spot without driving up your cost-per-click unnecessarily.
If you see that your “YourBrand water bottle” keyword is getting great results at a lower bid, there’s no need to push the bid higher. This helps you get more value from your advertising spend.
4) Use branded keywords for defensive purposes
Branded keywords are not just for sales—they’re also for protecting your brand. Competitors can bid on your brand name to redirect customers who were specifically looking for your products.
If a customer types in “YourBrand headphones” and sees an ad for a different brand, they might click on it out of curiosity. Running ads on your branded keywords makes it harder for competitors to poach your potential customers.
5) Combine branded keywords with non-branded keywords
Relying solely on branded keywords limits your audience to those who already know your brand. To grow, you should pair branded campaigns with non-branded keywords.
For example, if you sell eco-friendly shoes under the brand name “GreenSteps,” bidding on both “GreenSteps shoes” and broader terms like “eco-friendly shoes” will allow you to attract new customers while protecting your existing audience.
6) Optimise your ad copy for branded keywords
When running ads for branded keywords, the messaging in your Amazon SEO optimisation copy should reinforce your brand’s value. Use these ads to highlight what makes your brand stand out.
For example, if someone searches for “YourBrand coffee machine,” your ad should emphasise why your coffee machine is unique—maybe it has a longer warranty, better customer reviews, or superior features. Use the branded ad as a reminder of why customers love your products.
7) Leverage branded keywords during promotions
Branded keywords are especially effective during sales, discounts, or special promotions. When you’re running a sale, customers who are already familiar with your brand will be more likely to search for deals directly.
For instance, if “YourBrand” is running a Black Friday sale, bidding on “YourBrand Black Friday sale” or “YourBrand discount” will ensure customers looking for your brand during the promotion find your products easily.
8) Keep an eye on competitors
Sometimes, competitors will bid on your branded keywords to capture your traffic. It’s important to monitor who else is bidding on your brand name and how aggressive they are with their bids.
If you notice that a competitor is consistently appearing in searches for your branded terms, you may need to adjust your bidding strategy or run additional campaigns to maintain your brand’s visibility.
9) Adjust bids based on campaign goals
Your bidding strategy for branded keywords should align with your campaign goals.
If your goal is to maximise sales during a promotion, you might bid more aggressively to ensure your ad stays in the top spot. But if your goal is to protect your brand without overspending, you can set more conservative bids while still maintaining visibility.
10) Test and optimise regularly
Just like with any campaign, branded keywords require testing. Experiment with different ad copy, bid strategies, and landing pages to see what resonates best with your audience.
For example, try running a version of your ad with a focus on customer reviews versus one that highlights product features, and see which performs better. Regularly optimising your branded keyword campaigns helps ensure you’re getting the best possible return on investment.
11) Don’t wait too long to use branded keywords
Some sellers think they should wait until their brand is more well-known to start using branded keywords. This is a mistake.
Even if your brand is small, people who have interacted with your ads or products may search for you. The sooner you start bidding on your branded terms, the better you’ll capture this valuable traffic.
12) Combine branded keywords with non-branded keywords
Relying solely on branded keywords limits your reach to customers who already know your brand. Pair branded campaigns with non-branded ones to grow your audience.
For example, a company like “GreenSteps” can bid on both “GreenSteps shoes” and broader terms like “eco-friendly shoes” to capture new customers while protecting existing traffic.
See you next week!
Branded or not, every keyword that’s relevant to your product has value. But we’re writing this article to emphasise just how important branded keywords are, especially for small and medium-sized sellers who often overlook them.
Many think that because their brand isn’t well-known, they don’t need to use branded keywords. That’s where they’re mistaken.
Think about brands like Apple, Nike, or Anker. Do you think they were famous from Day One? Of course, their great products made them popular, but there’s also a strategy behind that recognition.
You see their brand names everywhere, not just because they’re big now, but because they’ve always put their brand out there, front and centre. You’ll never see an Apple product title without the word “Apple” in it.
Do the same for your brand. Use your brand name the right way in your keywords, and you’ll start building recognition just like they did. It’s about putting your brand in front of people consistently, so they know who you are.
If you’re not sure how to get started or want expert guidance, that’s where eStore Factor’s Amazon experts can help. We specialise in helping Amazon sellers like you build strong, effective branding strategies that drive growth, and we’re here to support your success every step of the way.
