Everyone searching product with his name or brand. suppose your product name packing cubes..... we know some people search on that keyword. But everybody never search that keyword. buyer must search with a different keyword. So You have to find out the similar keyword. if you ranked each and every product with 5 keywords.... Let's think how many sales you have monthly. I learn this theory from Chinese client. They work hard .... Made a huge research on each and every element and they are more successful.
So seller have to find most 5 comparative keyword from product category. and Amazon Product Optimization gives that opportunity to do multiple keyword ranked on your product. This is a great change to rank up product with by human traffic. there are no bot or software work.