E-commerce Direct

E-commerce Direct is a bespoke e-commerce agency located in the heart of London within easy access to Southampton docks. We provide a variety of support services for Amazon, eBay and Shopify sellers.
Although we are not nearly as large as Amazon... or even close for that matter... our team is well experienced in helping clients save on costs and substantially increase sales.
Phone UK +44 (0) 208 004 7769
Phone US ++1 (714) 782 7826

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Sonar, Google Keyword Planner, Seller Tools and Merchant Words… What Do They All Mean?

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Sonar, Google Keyword Planner, Seller Tools and Merchant Words… What Do They All Mean?

Keywords are the cornerstone for any PPC and e-commerce selling platforms.  Whether optimising for ‘Organic’ or ‘Paid’ search, keyword selection is paramount.

Clients often call and ask, ‘um… Sonar, Google Keyword Planner, Sellers Tools and Merchant words… What do they all mean and which one is best for keyword research for my Google or Amazon account?

It’s a good question and one we will attempt to answer.

According to a report by WebRetailer, ‘more than 50% of global e-commerce sales were made through online marketplaces (e.g. Amazon, eBay, AlExpress, etc) in 2019/20, and that is forecast to grow to about two-thirds within five years!’

In North America alone, there are 4.9 billion visits a month via online marketplaces and 3.6 billion visits a month in Europe.

There are a lot of people looking and buying products via online marketplaces. Ensuring your products can be found organically and via paid searches will set you above your competitors, ensuring your products are found.

There are many keyword tools that are available, some for free and others for a fee.

At E-commerce Direct, we have tested, sat through presentations and have found there are several keyword tools we recommend to our clients and use for ourselves.

Sonar by Sellics

Sonar by Sellics is a free tool and our favourite for Amazon keywords research. Sellics says, ‘Sonar gives you the opportunity to search a database of over 180+ million Amazon keywords and 89 million products to identify the high ranking keywords that will convert (sales) for you on Amazon!’ Sonar allows you to search by; Keyword, Extended Keyword and Reverse ASIN.

We find the ‘reverse ASIN Search’ great for a listing of the keywords your competitor are using, definitely worth a try.

Review Summary – Sonar:

Star Rating: 5 Star

Platform: Amazon

Ease of use: Very Easy

Highlights: ASIN Lookup

Google Keywords Planner

Google Keyword Planner is a free tool and is our favourite for Google keyword research. You will need a Google account to access Google’s Keyword Planner, but that too is free!

The insights are fantastic and give a variety of data for keywords that will help you choose the best ones for your Google Ad campaigns. An added benefit, once you have identified your best keywords to sell your products, is you can incorporate them into your website. That will help with your website’s organic rankings for your top keywords with a variety of search engines like Google and Yahoo.

Review Summary – Google Keywords Planner:

Star Rating: 4-Star

Platform: Google

Ease of use: Easy

Highlights: Keyword research is based on Google’s own data, not a third party.

Seller Tools

We believe that Sellers Tools is an excellent research tool for developing the necessary keywords for maximum visibility for each product you may be selling on Amazon.

Utilising Amazon data the developers, in our opinion have one of the best Amazon 3rd party tools available to sellers in the US and UK.

Review Summary – Sellers Tools:

Star Rating: 4-Star

Platform: Amazon

Ease of use: Medium

Highlights: The automatic keyword harvesting and auto/accurate index check are worth checking out.

Merchant Words

Merchant Words is one of the more widely used keyword research tools for Amazon and Walmart. As such, it covers the US, Canada, Mexico, UK and the major pan-European countries and also several other countries.

Merchant Words produces relative information in three categories: Amazon search, estimated search volume and dominate categories.

Merchant words is packed with a load of features and can even put you well on your way in finding that next profitable product!

Review Summary – Merchant Words:

Star Rating: 4-Star

Platform: Amazon and Walmart

Ease of use: Medium

Highlights: Provides keyword research beyond just the US and Canada


Our quick glance Keyword Tool guide will help you to make the best choice for your keyword planning activities.

Keyword Tool $ Our Star Review Platform Ease of Use
Sonar Free 5-Star Amazon Very easy
Google Keywords Free 4-Star Google Easy
Seller Tools $$$ 4-Star Amazon Medium
Merchant Words* SS 4-Star Amazon Medium

 * This has a free version but we recommend the paid version

Are you looking for help or support with your Google or Amazon keyword research? At E-commerce Direct, our support staff can get you well on your way with your keyword research. Contact us on +44 (0) 204 004 7769,  Support@e-commercedirect.com  or via Live Chat on our website at www.e-commercedirect.com. We look forward to hearing from you.

About E-commerce Direct Ltd

E-commerce Direct Ltd is a bespoke advertising, marketing and sales growth agency, supporting businesses using e-commerce sales platforms such as Amazon, eBay, Google, Shopify, WooCommerce and many other local and regional sales marketplaces, helping to increase their online brand awareness and product sales.

The company generates millions in annual sales revenue for its clients who span from individual sellers to Fortune 500 and FTSE100 companies.

E-commerce Direct is a talented and experienced team, made up of individuals who specialise in distinct disciplines including; advertising, e-commerce sales, language translations, public relations, research, social media, website development and programming.

The company is headquartered in London, England with additional operations in the European Union, Australia, Asia and the Americas.

E-commerce Direct can be reached via email on info@e-commercedirect.com, live chat on its website www.e-commercedirect.com and via phone in the UK +44 (0) 208 004 7769 and ++1 (714) 782 7826 in the USA.

About SMBE Direct Ltd

E-commerce Direct is a subsidiary of SMBE Direct, a world reaching B2B and B2C business services conglomerate, giving rise to exceptionally talented and well-experienced professionals organised into business units, that provide direct services to SMEs and enterprise level businesses, whereby increasing their brand awareness and sales.

SMBE Direct can be reached via email on info@SMBEdirect.com, through its website www.SMBEdirect.com and via phone in the UK +44 (0) 208 004 4545.



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