Amazon Keywords by Marketplace: Only 30% of Top Searches Match the US
Many sellers research keywords on Amazon.com and then reuse the same list in the UK, Canada, Australia or the Gulf. To see whether that works, we pulled Amazon's own search suggestions for two products in six marketplaces and compared them. The overlap was much smaller than we expected.
How we tested
On 3 November 2026 we used the same method as our Amazon Keyword Tool: for each marketplace we asked Amazon's search box for suggestions for the seed word, then for the seed plus every letter (“water bottle a”, “water bottle b” … “water bottle z”). Suggestions near the top of the list score higher, and the plain seed counts double. That gave us 211–266 unique phrases per marketplace. We then compared each marketplace's top 50 with the US top 50.
Results: how many top-50 phrases match the US?
| Marketplace | “water bottle”: shared with US top 50 | “phone case”: shared with US top 50 |
|---|---|---|
| United Kingdom | 14 of 50 | 15 of 50 |
| Canada | 17 of 50 | 19 of 50 |
| Australia | 16 of 50 | 17 of 50 |
| UAE | 11 of 50 | 12 of 50 |
| Saudi Arabia | 17 of 50 | 12 of 50 |
On average only 15 of the top 50 phrases (30%) were the same as in the US.
What the differences look like
- UK: the number one “water bottle” suggestion was hot water bottle with cover uk. A US list would miss the biggest intent in the market completely.
- US: brand and size phrases led (owala water bottle 24 oz, water bottles 24 pack).
- Australia and UAE: stanley water bottle and water bottle with straw ranked high; the UAE also showed water bottle with flavor pods.
- Saudi Arabia: water bottle stainless steel was first, plus kids' phrases such as water bottle kids girl.
- Phone cases: the UK list was full of Samsung models (s26 ultra phone case, samsung a17 phone case), while the Gulf lists favoured styles (phone case with strap, phone case cute) and fashion brands.
What this means for your listing
- Research each marketplace separately. Copying a US keyword list into another marketplace kept only about a third of the top phrases in our test.
- Check spelling and units. UK and Australian shoppers use different words and spellings; size phrases differ by market.
- Fit the best phrases into the 75-character title and put the rest in bullets and backend search terms. Our 75-character title guide shows how, and the character counter checks the 249-byte search-term limit.
- Compare against competitors in that marketplace. The keyword tool marks each phrase as exact, indexed or missing in your listing, per marketplace.
Limits of this test
Suggestions show what shoppers type, ranked by Amazon, but they are not search volumes. They change over time and can be personalised slightly. We ran the requests once, logged out, from Pakistan; results on another day may differ a little.
Frequently asked questions
Can I use the same Amazon keywords in every marketplace?
Not safely. In our test only about 30% of the top 50 suggestions in the UK, Canada, Australia, the UAE and Saudi Arabia matched the US list.
Where do Amazon search suggestions come from?
From Amazon's own search box. They reflect what shoppers in that marketplace type most often, which is why they are a good free source of keyword ideas.
Do suggestions show search volume?
No. The order hints at popularity, but Amazon does not publish volumes. Treat higher positions as “more searched”, not as exact numbers.
How do I check which keywords my listing is missing?
Paste your title, bullets and a competitor's into the Amazon Keyword Tool, choose the marketplace, and it lists the phrases you do not cover yet.
