Amazon FBA
The video argues that Data Dive, used via a reverse-ASIN-lookup process across roughly 20 competitor listings, is the best tool for building a Master Keyword List (MKL) to optimize an Amazon product listing and PPC campaigns, surpassing Helium 10's Cerebro for this specific purpose.
The presenter has used Helium 10 for ~7 years but switched to Data Dive for keyword research over the past ~6 months, while still preferring Helium 10 for product research.
The best way to find keywords for a new product or PPC campaign is to analyze existing competition via a 'reverse asin lookup.'
Data Dive's Divebox tool analyzes ~20 competitor ASINs (vs. Cerebro's 10-ASIN limit) to build a Master Keyword List (MKL).
MKL relevancy is measured as the % of the 20 analyzed products ranking in the top 45 organic positions ('page one') for a given term.
The default MKL needs manual 'polishing': high-relevancy terms can have low search volume, and some terms are irrelevant or brand names.
Brand names must be excluded from the listing (title/bullets) but can still be legally targeted in PPC/sponsored ads.
The 'Roots' feature groups keywords sharing a common word, enabling bulk exclusion of brand terms and identification of the most important words for the title/bullets.
Excluding brand roots in 'phrase form' (removes any term containing the brand) is preferred over 'exact form' (removes only the exact term).
The MKL splits into three tiers: master list (relevancy ≥30%), Outliers (relevancy <30%, search volume >2,000/mo), and Residue (relevancy <30%, search volume <2,000/mo).
Outliers and Residue can reveal overlooked keyword opportunities that competitors are not targeting.
Relevancy and search-volume thresholds (default 30% / 2,000) are customizable in Data Dive's settings.
'SV on page one' (cumulative search volume across a product's top-45-ranked keywords) correlates with a product's sales performance and sets a benchmark for how much keyword coverage is needed to compete.
Amazon's algorithm can surface a listing for long-tail variants of a root term (e.g., 'booknook kit') even if that exact phrase isn't in the listing, as long as the listing ranks/sells well for the root term.
Specific low-volume keywords that don't fit naturally into the visible listing can be added as single words in backend search terms instead of being keyword-stuffed into the copy.
The finalized MKL can be exported as CSV or Excel once optimized.
Reverse ASIN lookup — A method of analyzing existing competitor listings' ranking keywords to derive a keyword list for a new or existing product. Apply: Select a set of top-selling, relevant competitor ASINs in a niche and run them through a keyword-research tool to extract the search terms they rank for.
Cerebro (Helium 10) — Helium 10's reverse-ASIN keyword tool, limited to analyzing 10 ASINs at a time. Apply: Use it to pull a keyword list from up to 10 competitor ASINs when Data Dive isn't available.
Divebox (Data Dive) — Data Dive's module for running a reverse-ASIN analysis across a user-selected set of competitor ASINs, not limited to 10. Apply: Pre-select ~20 relevant, bestselling competitor ASINs (verifying each is a genuinely comparable product) and run 'Dive' to generate a niche data overview and Master Keyword List.
X-ray (comparison tool) — A Helium 10 sales-estimator tool referenced as functionally analogous to Divebox for selecting/validating ASINs. Apply: Used in the same way as Divebox to identify and verify bestselling, relevant listings before analysis.
Master Keyword List (MKL) — The compiled list of all search terms the analyzed competitor ASINs rank for, sorted by relevance by default. Apply: Generate it via Divebox, then manually vet and polish it before using it to write listing copy and set up PPC targeting.
Relevancy metric — The percentage of the analyzed ASINs that rank in the top 45 organic positions ('page one') for a given search term. Apply: Sort/filter the MKL by relevancy to find core terms nearly all competitors rank for, but combine with search volume since high relevancy alone can include low-volume terms.
Roots — A Data Dive feature that groups search terms sharing a common word under a single root term. Apply: Use Roots to bulk-exclude brand-name groups from the MKL and to identify which words are most important to prioritize in the title and bullet points.
Exact form vs. Phrase form exclusion — Two modes for removing terms via Roots: exact form removes only the literal term, phrase form removes every term containing that phrase. Apply: Use phrase-form exclusion when removing brand roots so that all keyword variants containing the brand name are removed at once.
Outliers tab — A tier of the MKL containing terms with relevancy below 30% but search volume above 2,000/month. Apply: Review Outliers to find potentially relevant, high-volume keywords that most competitors are missing and add worthwhile ones back into the MKL.
Residue tab — A tier of the MKL containing terms with relevancy below 30% and search volume below 2,000/month. Apply: Scan Residue for any relevant terms overlooked by competitors, while expecting many entries to be brand names or low-value terms.
Relevancy/search-volume threshold settings — Configurable thresholds (default 30% relevancy, 2,000 monthly search volume) that determine how terms are split into master list, Outliers, and Residue. Apply: Adjust these thresholds in Data Dive's Settings panel to change how aggressively terms are bucketed into each tier.
SV on page one — A metric summing the search volume of all keywords a given competitor product ranks for within the top 45 positions. Apply: Compare this figure across competitors to benchmark roughly how much keyword-ranking coverage is needed to achieve comparable sales.
30-day outlier search volume — A metric showing how much search volume a competitor product captures from keywords with relevancy below 30% (i.e., Outlier terms). Apply: Use it to gauge how well a given competitor capitalizes on overlooked, less-common search terms, and to spot which competitors are weak on this front.
Backend search terms — A hidden Amazon listing field where single keywords can be entered without appearing in visible copy. Apply: Add specific, lower-volume single words (e.g., 'fantasy') here instead of stuffing full phrases (e.g., 'fantasy booknook') into the title or bullets, relying on Amazon to connect them to the ranked root term.
Export function — Data Dive's feature for exporting the finalized, polished MKL. Apply: Once the MKL is fully vetted, use the Export button to download it as a CSV or Excel file for use in listing copy and PPC campaign setup.
A listing can appear in search results for a competitor's brand name purely because Amazon's algorithm associates converting search terms with similar products, without the seller ever directly targeting that brand.
Low-relevancy terms where top-selling competitors rank poorly (e.g., 27th/41st) while smaller competitors rank well (e.g., 11th) can signal an underexploited ranking opportunity rather than irrelevance.
Because Amazon infers connections between a root word and its long-tail variants, sellers can prioritize only the highest-volume root-adjacent words in visible copy and let backend terms/algorithmic inference cover the rest, avoiding keyword stuffing.
The Residue tier is dominated by brand-like terms, implying that generic keywords in a niche can be genuinely hard to rank for and that brand-adjacent traffic may be the more accessible source of exposure for some terms.
«I've been using Helium 10 for the past 7 years or so as my Amazon go-to tool»
— 00:11
«The best way to find the best keywords for your product and for your PPC, which is your sponsored ads, is to analyze the existing competition. This is called a reverse asin lookup.»
— 01:02
«We know that those search terms are extremely important if you're going to be selling the same sort of product on Amazon.»
— 04:16
«You're allowed to target other brands with your sponsored ads, but you aren't allowed to target other brands with your product listing.»
— 06:33
«Sometimes this can be a gold mine. You might find keywords in here that other listings are missing.»
— 10:56
«If someone's searching for a product that sells to similar search terms that your product converts for, you may also show for the brand as well, even if you're not directly targeting that brand.»
— 13:23
«As a root, booknook is extremely important. Has a total broad search for over 120,000.»
— 16:41
«We don't have to put fantasy booknook. We could just include the single word fantasy and Amazon will do the rest.»
— 17:45
A dense, practical step-by-step walkthrough of a specific keyword-research workflow in Data Dive, useful as a methodology reference for Amazon listing/PPC optimization, though it functions partly as a promotional piece for the tool given the discounted trial link.