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Home > English > Ecommerce > Amazon > Amazon Keyword Expansion

Amazon Keyword Expansion


If you're looking to expand the reach of your Amazon campaigns, boost your performance, and drive better results from e-commerce advertising, Amazon Keyword Expansion can help.

Available for all Amazon accounts in MarinOne, Keyword Expansion is a fast and effective way to expand your campaigns and your performance. 

How it works

Amazon Keyword Expansion leverages a combination of an Amazon search query report and an analysis of keyword performance to provide you with a list of potential keywords tailored to your business and its goals. 

The search query report we receive from Amazon contains valuable information about each keyword at the query level. This includes comprehensive cost and revenue data to help you make decisions. MarinOne will then take this information and combine it with what we know about your existing campaigns, delivering accurate, actionable keyword recommendations directly to you. 

The keywords MarinOne suggests will help you:

  • Fill in any existing gaps in keyword coverage for your existing Amazon campaigns.
  • Discover keywords which are likely to convert well for your particular Amazon products. 

This type of Keyword Expansion is very valuable not just for launching new products on Amazon, but also expanding existing ones. 


Amazon Keyword Expansion is available for all Amazon advertisers in MarinOne.

To start using it, just follow these steps:

  1. Log in to MarinOne as usual.
  2. In the upper navigation menu, click the downward arrow next to Keywords, then click Keyword Expansion.


  3. The Keyword Expansion screen will default to the e-Commerce tab, but you can also click Search to use Keyword Expansion for Search publishers via the Marin Search platform. 


  4. You will now be presented with a list of suggested keywords our platform has generated for your Amazon campaigns. Each suggestion will appear as a row in the grid along with a number of columns containing key information about each keyword. This includes metrics such as Match Type, Search Bid, and more. 

  5. Take some time to review the suggested keywords, then, when you're ready, you can use the grid controls to add a keyword, add a negative keyword, or discard the suggestion.

    To do this, use the checkboxes on the left of the grid to select the relevant keywords, then click Add Keywords ('plus' icon), Add Negative Keywords ('minus' icon), or Discard Keywords ('cross' icon) buttons to take the relevant action.

    Note: Discarding a suggestion will add it to a list of rejected phrases so that it won't be suggested again in the future. You can review or modify your list of rejected phrases anytime by heading to Admin and clicking into the Expansion sub-tab.


  6. A confirmation pop-up will appear to ensure you're happy with your selections. Click Yes and the keywords will either be added to your campaign (as regular or negative keywords) or the suggestion discarded.


Important notes

Below are a few things to bear in mind as you work with Keyword Expansion for Amazon.

  • Our proprietary technology is designed to help you get your job done faster, meaning we'll automatically remove keyword suggestions which are already in your campaigns, are plural forms, and so on. 
  • The metrics shown in the grid alongside your suggestions (Impressions, Clicks, etc.) is an aggregation of the last 14 days taken directly from Amazon's search query report.




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