Getting impressions but no sales?
Your keywords might be silently killing your conversions. Many Amazon US sellers overlook underperforming keywords that show up in search results but fail to attract clicks or drive purchases.
In a marketplace where visibility is everything, these hidden inefficiencies can drain your traffic and stall growth. Whether the issues are weak keyword targeting, poor listing alignment, or irrelevant traffic, identifying the problem areas is the first step to fixing them.
This blog shares how to find which keywords aren’t working, using real data to help you fine-tune your strategy and turn more traffic into sales.
What are underperforming keywords?
Underperforming keywords are search terms your Amazon listing is indexed for but that fail to deliver meaningful results. These keywords may generate impressions but receive little to no clicks or sales.
In other words, buyers are seeing your product in search results but not engaging with it or worse, clicking but not converting. This often signals a mismatch between the keyword and your listing’s content, images, or product offering. Over time, this can hurt your product ranking on Amazon, as the algorithm favors listings that attract and convert consistently.
Identifying underperforming keywords is critical because they clutter your backend, dilute your ranking potential, and waste visibility. By spotting and replacing them with more relevant, high-converting terms, you can improve your click-through rates, boost conversions, and strengthen your organic ranking over time.
How to identify underperforming keywords in Amazon listings?
1. Get current keyword ranking data
To begin identifying underperforming keywords, start by collecting your current keyword ranking data. This gives you a clear picture of how your product is performing in Amazon’s search results. Use trusted tools like Helium 10’s Keyword Tracker or Jungle Scout’s Rank Tracker to gather this data. These tools allow you to monitor how your ASIN ranks over time and which keywords are bringing visibility.
Export a full list of the keywords your product is currently indexed for. Then, focus on these key data points:
- Search Volume
- Organic Rank
- Click Share
- Conversion Share
Search volume helps you understand demand, while organic rank shows how well your product is positioned. Click share tells you how many shoppers are choosing your listing, and conversion share reveals how often those clicks lead to purchases. Reviewing this data will help you find weak spots and keywords that are not pulling their weight. These insights are a key part of any solid Amazon product optimization service, helping you spot underperforming keywords and refine your strategy effectively.
2. Filter high search volume and low rank keyword
Once you have your keyword list, the next step is to identify high-traffic keywords where your product is not ranking well. Start by sorting your data by search volume. Focus on keywords with more than 500 searches per month, as these terms represent strong demand.
Then review your organic rank for each of these keywords. If your product ranks beyond position 50 or is not ranking at all, those keywords are likely underperforming. Look specifically for:
- Search Volume greater than 500 per month
- Organic Rank worse than 50 or not indexed at all
These are valuable search terms that real buyers are using, but your product is not appearing where it counts. This can happen if your listing does not contain the keyword or if competition is pushing your product too far down. These missed opportunities should be prioritized in your optimization efforts to boost your visibility and increase organic sales.
3. Filter for high impressions but low click-through
To spot underperforming keywords that generate interest but no action, head to Amazon Brand Analytics and open the Search Query Performance section. This tool gives you a detailed view of how your ASIN performs for specific search terms. Focus on ASIN-level data to see how well your product is engaging shoppers.
Filter the results by looking for:
- High impressions
- Low click share
These are keywords that shoppers frequently see in search results, but your listing is not getting clicked. This often points to weak visual appeal, such as an unappealing main image, or a title that lacks clarity or relevance.
It could also suggest that your product is showing up for the wrong type of query. If your listing is not attracting clicks, no amount of traffic will help you convert. Improving your main image, refining your title, and better aligning with keyword intent can turn these impressions into valuable clicks.
4. Filter for high clicks but low conversions
To identify keywords that are generating interest but not leading to sales, go back to the Search Query Performance section in Amazon Brand Analytics. This time, filter for keywords where shoppers are clicking but not converting.
These keywords may seem successful at first glance because they attract clicks, but they reveal a deeper issue when they do not result in purchases. Focus on:
- High click share
- Low conversion share
This pattern often signals a mismatch between what the shopper expects and what your listing delivers. It could mean the product does not meet the intent behind the keyword or that your images, price, or reviews are not convincing enough.
Sometimes, the shopper is looking for a variation or feature your product doesn’t offer. By identifying these keywords, you can adjust your listing, retarget the right audience, or even remove irrelevant terms to better match buyer intent and improve conversion rates. An experienced Amazon SEO consultant can help with this process by analyzing keyword performance and ensuring your content speaks to the right audience.
5. Cross-check listing content
After identifying underperforming keywords, the next step is to cross-check your listing content. This ensures that the keywords are not only present but also relevant and placed strategically. Start by reviewing your title, bullet points, backend search terms, and A plus Content.
Make sure the keyword appears in the most impactful areas of the listing and supports the overall message. Ask yourself:
- Is the keyword included in the title, bullets, or backend terms?
- Is the keyword closely related to your product or just loosely associated?
If the keyword is not in the listing or is only vaguely related to what you sell, it is likely hurting your conversion rate. Avoid stuffing unrelated keywords just to gain visibility. Instead, focus on refining your content so that it speaks directly to buyer intent. Proper keyword placement and alignment with your actual product offering are key to turning traffic into sales.
Want to get more out of your listings?
Identifying underperforming keywords in your Amazon listings is essential for improving both visibility and conversions. Keywords that generate impressions but fail to get clicks or sales are quietly draining your performance.
By using tools like Helium 10 or Amazon Brand Analytics, you can pinpoint weak spots whether it’s low ranking, poor click-through, or low conversion rates. Amazon marketplace experts often recommend this approach to help sellers make informed adjustments and drive better results.
Regularly reviewing and refining your keyword strategy helps eliminate wasted traffic and improves your chances of ranking higher for search terms that convert. Small changes can lead to meaningful sales growth.
