A precise keyword list is the backbone of every successful Amazon seller. From listing creation to ad campaigns, every step relies on identifying highly relevant keywords to ensure your product is seen by the right shoppers.
In the past, identifying relevant keywords meant scanning the top-ranking listings under each keyword and manually checking their visual similarity to your product — a time-consuming task.
Now, with SellerSprite's Extension feature "Relevance Check", we’ve automated this process. It calculates keyword relevance based on the share of competitor ASINs appearing in the top 96 organic search results — so you no longer need to do the manual counting yourself.
If the competitor ASINs you provide are highly similar to your product (i.e., strong substitutes), then the share of those ASINs in the top organic results becomes a direct reflection of how relevant the keyword is.
Relevance Score = y / x Where:
y = Number of competitor ASINs shown
x = Top x natural rankings (usually 96 positions, spanning 2–6 pages depending on layout)
Example: Suppose you sell lunch boxes. You input 48 highly relevant competitor ASINs and check the keyword "lunch box".
If 4 out of the top 4 results are your competitors → Relevance = 100%
If 10 out of the top 16 → Relevance = 62.5%
If 35 out of the top 48 → Relevance = 72.9%
Since relevance can vary across positions (top vs. bottom), SellerSprite uses weighted averages, giving higher weight to higher rankings, to calculate a composite relevance score.
Interpretation of Relevance Levels:
High Relevance (≥ 60%): The keyword is very closely aligned with your product. Prioritize it in ads and title.
Medium Relevance (20%–60%): Partially relevant — good for testing or bullet points.
Low Relevance (5%–20%): Use with caution — low accuracy in targeting.
Irrelevant (< 5%): Skip these keywords—they are not related to your product.
The relevance filtering logic depends heavily on the accuracy of your competitor list. Make sure the ASINs you input are highly similar to your product.
1.1 Four Sources to Find Competitors If your product isn't listed on Amazon yet:
Search Result Mining: Use "My Product List" extension feature to collect the top 3 pages of search results for your core keyword.
BSR List Analysis: Go to your target category's BSR page and collect the Top 100 ASINs using "My Product List" extension feature.
If your product is already live:
Related-Item Mining: Use SellerSprite's "Related Products" feature to find where your product has appeared in other listings.
Ad Report Backtracking: Use your own ad reports to find competitor ASINs shown in auto ads or on your detail page.
1.2 5-Dimensional Competitor Evaluation
Once you have 50–100 candidate ASINs, filter them by:
Category Match: Same browse node
Visual Similarity: Color, material, shape
Functional Match: Must solve the same problem
Price Band: Within ±15% of your expected price
Substitutability: Can it fully replace your product?
Best Practice Tips:
Use ~48 ASINs: That’s the number of organic results on one desktop search page.
Avoid too few ASINs: Risk of data bias from low-performing competitors.
Avoid too many ASINs: Slows down crawling and reduces accuracy.
Include a mix of top-sellers and high-similarity products.
This tool saves you hours of manual research and helps you refine a keyword list that is accurate, relevant, and tailored to your product's positioning.