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The Amazon Files, hosted by Kristin Ostrander and Amy Feierman Amazon business strategists and founders of Mommy Income, hits the airwaves every Tuesday with the real truth about selling on Amazon. This show isn’t about sugar-coated reality. It’s real truth - the good, the bad and the ugly - shared with practical action steps and strategies to help both new and experienced sellers tackle the world’s largest retail sales platform.

Feb 5, 2018

George Lawrence is the founder and CEO of Merchant Words, a company that provides an Amazon keyword tool to online sellers so they can understand how buyers look for products to purchase. With a background in programming, he built this company from something he did on the sidelines to a ten-person team with health plans. They are currently providing search estimates not only for online sellers in the US but also in other countries like Canada, Italy, Spain, and the UK.

Today, George joins us to discuss keyword strategies to help you know whether your product will sell even before your products hit the warehouse. He shares the fascinating story of how he founded Merchant Words, how vital the estimates are in determining keyword search volume, and how to reconcile the mismatch between the seller and the buyer descriptions.


“Get inside the mind of your buyer, but more importantly, get inside the style of how they buy.” - George Lawrence


This week on The Amazon Files:

  • What Merchant Words is and what it does for Amazon sellers
  • The key reason why Merchant Words exists
  • The foundation of what Merchant Words do for their clients
  • The differences between using Merchant Words and the do-it-yourself strategy through the Amazon search engine
  • How to get more keyword variations to play with on Merchant Words
  • What keyword vectoring is
  • How to find compelling keywords that a computer could not automatically figure out for you
  • Common ways that users are using Merchant Words
  • One of the key distinguishing features of Merchant Words regarding purchase intent
  • Upgrades to the Merchant Words website and services
  • Benefits of the different Merchant Words features and features to watch out for
  • Why the order of the keywords matter


Key Takeaways:

  • If you’re searching for a variation, Amazon only gives you things that have alternate endings. It won’t give you items that have alternate beginnings.
  • In the suggestion dropdown, Amazon will show you things that people are looking for even if Amazon doesn’t sell them.
  • There’s no need to duplicate your keywords.


Connect with George Lawrence:


Set Yourself Up for Success in Your Amazon Business!

If you missed our Wholesale Bundling Workshop in Atlanta, worry no more because you can still grab some seats on our upcoming event on March 12, 2018 in Las Vegas. Go to and prepare to fast-track your Amazon business success.


It’s Not a Guessing Game! Trust Your Keywords!

Do you have questions about Amazon keywords and Merchant Words? Shoot your questions on our Facebook Group! Join our community where you can interact with sellers of all levels -- from people who are starting their Amazon journey to those who have been full-time sellers for years. Go to with the code word Merchant Words.

And to learn more about how to utilize Merchant Words so that buyers can find you in the middle of the big ocean of Amazon listings, head over to to grab our how-to videos walking you through how we use the system to bring our bundles to market.


Jumpstart Your Amazon Business Today!

Are you ready to jumpstart your Amazon business but don’t know how? We can guide you step by step through easy-to-understand video instructions for your Amazon business must-haves. We’ve got everything you need in one place -- from setting up your Amazon account to shipping your items to Amazon fulfillment centers. Go to Start FBA Today to start your exciting Amazon journey.


Grow Your Amazon Business!

Thanks for tuning into this week’s episode of The Amazon Files, the show to help Amazon seller along their business journey one step at a time with your hosts and Amazon experts, Amy Feierman and Kristin Ostrander. If you enjoyed this episode, head over to iTunes, subscribe to the show and leave us your honest review. Don’t forget to share your favorite episodes with your friends on social media! Visit us on Facebook each week for a live discussion on how to grow your Amazon business and check out our website for even more resources.