My favorite part is the ability to view the keywords that your competitors are ranking for so you can work on optimizing your own content to make sure you're ranking for the best target keywords as well.
What do you dislike?
Sometimes I question the validity of the given search volume.
What problems are you solving with the product? What benefits have you realized?
I'm often able to find keywords to utilize that I've never thought of or considering using on my product listings before. This can be really helpful when writing new product listing descriptions, when trying to optimize your current listings to rank higher, or to get more insight into why your competitors are ranking higher in the Amazon SERPs than your listings are.
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