Sellers on e-commerce platforms can increase sales opportunities by selecting keywords that can effectively expose their products to potential consumers. However, related literature has not sufficiently studied the effect of keyword characteristics on sellers' sales. In particular, most studies on keyword characteristics have been conducted in the context of search advertising. Drawing on the shopping goal theory, this study investigated the relationship between keyword characteristics and seller performance on e-commerce platforms. Empirical analysis was conducted using a dataset of 24,907 keywords collected from 30 product categories on Amazon, a representative global e-commerce platform. Regression analysis revealed that keyword readability, customer characteristic keywords, and brand characteristic keywords had a positive effect on seller sales, while keyword specificity had a negative effect on sales.