Amazon the Search Engine
An interesting study by emarketer about search trends. Amazon is primarily a search engine highly tuned to give potential customers the products they are most likely to buy. Now around half of all searches start on Amazon itself and we are likely to see that trend increase.
When you are creating listing, creating PPC campaigns, adding keywords to the back end of a listing, driving traffic from an external source it is important to remember that keywords drive everything in search results.