A keyword strategy guide for
book sales

Establishing and refining the right keyword targeting helps your titles appear in shopping results for the right readers. It’s a surprisingly simple and powerful tool to sell more books.

Select the right keywords

There are five keyword types to consider, which range from broad to specific. It’s important to initially select words from all types and then optimize according to performance. Here we’ve used Emily Brontë’s classic, Wuthering Heights, as an example to show the types of keywords you’ll need for your books.

Category GeneralCompetitiveRelevant niche genresAuthor or publisherTitle-specific
What is it? Select broad terms describing books and your overall category.List titles and ASINs1 of similar books to attract likeminded readers.Choose all genre descriptions that could apply to your books.Engage readers interested in similar authors or publishers.Include any terms, themes, or ASINs that are relevant to your books.
Examples eBook Best Sellers, Great AuthorsJane Austen’s Pride and
Prejudice and George
19th-Century Authors, Women Authors, ClassicsEmily Brontë,
Penguin Classics
Heathcliff, Catherine Earnshaw, ASIN 0141439556, the moors, jealousy

1 Amazon Standard ID Numbers

Keep your winning keyword strategy going

Once your keywords have been running in a campaign for two weeks, check which words are performing best and which terms generate the most traffic and clicks. You’ll also want to discontinue using your lowest-performing terms.


Start with a minimum of 100 keywords for best performance.

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Add new campaigns using terms related to successful keywords.

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Test different keyword combinations.

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Increase budget on keywords that do well

Get more eyes on your books.
Start an Amazon Ads campaign.