As an Amazon seller you ask: “Which search queries lead customers to my products? Or where might I be losing potential buyers on Amazon?” Amazon Search Query Performance dashboard will help you with the answer. This research tool provides information about customer search and purchase behavior through a Search Query. So after you analyze the data you can optimize your listings and advertising campaigns, as well as uncover trends and opportunities to expand your product catalog.
In this article learn how to use Amazon’s Search Query Performance dashboard and follow our recommendations on further analysis to increase your sales.
What is the Amazon Search Query Performance Report?
It is a feature for sellers enrolled in Amazon brand registry. This analytics dashboard contains market and personal brand data by each keyword or Search Query (as it is called in this report). It includes metrics such as search query volume, impressions, clicks, cart adds, and purchases. Analyzing these metrics helps sellers see which queries to focus on for marketing strategy, whether it is investing more in top performers or improving areas with potential.
How to Access the Amazon Search Query Performance Report
- Click on the Brand Analytics section.
- In the panel on top, access the Search Query Performance dashboard.
- Select the brand you wish to analyze from the dropdown menu.
- Set the desired date range for your analysis.
- Click the Apply button to display the relevant data from Amazon.
Key Metrics in the Report
To begin with, there are two levels of reporting: brand and ASIN. Brand level provides data on all your products searched by a keyword. Whereas ASIN level shows the performance of search queries for that specific ASIN. This allows you to compare your brand’s performance with the overall query performance.
The spreadsheet starts with the Search Query Score and Search Query Volume. The Score is the custom calculation by Amazon that sorts your search query from the most to the least important ones for your business compared to the overall market. The most popular query will have the highest score and appear at the top of the list. The Search Volume measures the number of times Amazon customers enter that specific search query in a search button. This data will help you to see the demand for particular search terms and the frequency of searching for them.
Next, the Search Funnels consist of metrics with your data.
| Metric | Function | Example |
|---|---|---|
| Impression | shows the number of times products appear on search-results pages after a query is used | Customers searched for “coffee mug” 100 times, and 1,000 products showed up on the search results pages. If 300 of those impressions were for a coffee mug from your brand, the ‘Brand Count’ would be 300, and the ‘Brand Share’ would be 30%. |
| Clicks | indicate the number of times customers clicked on products from the search results pages | Customers searched for “coffee mugs” 100 times, and they clicked on various products appearing in the search results. Out of these clicks, 20 were on your product. This would result in a ‘Brand Count’ of 20 and a ‘Brand Share’ of 20%. |
| Cart Adds | measure the number of times customers add products to their cart after clicking on them | Customers added products to their carts 15 times after clicking on various search results for “coffee mugs” Out of these, 5 additions were for your product, resulting in a ‘Brand Share’ of 33.33%. |
| Purchases | track the number of times customers order products after using a query | After clicking on various search results for “coffee mugs” 100 times, customers made purchases 10 times. Among these purchases, 3 were of your coffee mug, leading to a ‘Brand Share’ of 30%. |
Analyzing the Data
The pain with Amazon’s search query report is that it shows only the latest Amazon search results without allowing easy comparison to previous periods. You have to manually analyze the data to see trends in market share, clicks, and search volume over time, which makes it less convenient. You can try out our Automated search query performance analytics so that the report data can bring insights into your brand performance.
Still, let’s see the steps you need for better analysis:
1. Examine metrics and their respective shares for the latest period. Calculate rates by these formulas:
Learn more about increasing your CTR in the article from My Real Profit’s expert.
2. Utilize charts to monitor patterns week after week for all key performance indicators (KPIs) such as impressions, clicks, additions to cart, and sales. This representation helps to understand performance changes over time.
3. As Amazon can provide market-level data, you have to use it to compare your performance to the average market data.
Let’s see an example of analyzing the Search Query Performance.
Log in to your Amazon selling account – go to Brand Analytics – click on Search Query Performance Report dashboard.
Now we focus on the Search Funnel, and specifically on metrics: Impressions Brand Share and Purchases Brand Share.
If the impression share is lower than the purchase share, it means that despite having less visibility, this Amazon keyword brings more purchases. This means that these products in the Amazon store are more likely to be purchased than the competitors.
What if the Impression/Clicks share is high, but the Purchase share is much lower? This indicates, that the picked keyword is low-performing. At this point, it is better to find keywords that would have better Amazon’s search results for the business.
Take a look at the screenshot. High opportunity is highlighted in red.
We see 2.9% impressions for this keyword and 7.5% of all purchases. This means there is potential, and if trying to invest more in this keyword, it can lead to making more profit from it. Customers already prefer this product over others; just better to increase the visibility.
And last steps:
1) Check the organic rank for that keyword. Maybe it’s already in the top 5, and it’s not worth investing in it.
2) Check PPC performance for that keyword. Is there room to increase budgets?
Identifying High-Performing Queries
Search Query Volume & Conversion
Look for keywords with a decent search volume and a healthy conversion rate. These represent good opportunities for increased sales.
Low Impressions & High Purchases
This keyword leads to more purchases despite being less visible, indicating a higher potential for purchase compared to competitors’ products. Therefore, you should increase advertising efforts for this keyword.
Recognizing Low-Performing Queries
Low Click-Through Rate (CTR)
Analyze listings for keywords with a low CTR compared to the market. This suggests your product titles, images, or descriptions might not be grabbing attention. Consider A/B testing different variations to improve click-through rates.
High Impressions, Low Clicks
This might suggest your product listing isn’t ranking well for relevant searches. Optimize your listings with high-performing keywords and ensure they accurately reflect product features and benefits.
High Clicks, Low Conversion
This indicates a potential disconnect between product expectations and reality. Analyze product descriptions, pricing, and reviews to identify areas for improvement. Consider using high-converting keywords in targeted PPC campaigns.
Enhancing Product Titles and Descriptions
To write top-rated titles follow these simple steps:
- Prioritize Clarity & Conciseness – keep your title under character limits; clearly state the product category, brand, and key features.
- Start with High-Impact Keywords – place the most relevant and high-performing keywords at the beginning of your title for better search visibility.
For better-performing descriptions, you need to:
- Expand on Benefits – except listing features, use customer-centric language to explain how your product solves problems or improves lives.
- Address Specific Searches – in case search query data reveals specific customer concerns, use your description to address them directly.
- Integrate Long-Tail Variations – maintain readability involving relevant long-tail keywords throughout your description.
- Break Up Text & Highlight Key Points – use bullet points or bold text to highlight key features and benefits for easier reading.
Refining Keywords
Examine whether customers are using general (short-tail) or precise (long-tail) keywords. For instance, a large number of long-tail searches indicate that customers are looking for specific characteristics or applications.
In addition, look for keywords that you have not focused on but are leading to clicks and sales. This may unveil new customer demographics or product applications that you were previously unaware of.
Adjusting Advertising Campaigns
- Optimize Ad Spend: Based on performance data, allocate a higher budget to high-performing keywords and ad groups (identified through Amazon Brand Analytics) that drive sales efficiently. Conversely, reduce spending on underperforming elements to maximize your return on ad spend.
- Refine Targeting: Utilize negative keywords to exclude irrelevant searches and refine your audience targeting based on demographics and interests. This ensures your ads reach a more qualified audience, as identified through both Amazon Brand Analytics and SQPR.
Conclusion
Summarizing the article, the Amazon Search Query Performance Report is a powerful tool for sellers enrolled in the Amazon Brand Registry to understand and optimize their product visibility and sales. By analyzing key metrics sellers can identify high-performing and low-performing queries. It also allows to refine the listings, enhance product titles and descriptions, and adjust advertising campaigns to target the right keywords. Regular analysis and strategic adjustments based on these insights can significantly boost sales and overall brand performance on Amazon.
Make informed decisions based on data, not guesswork. Experience My Real Profit’s automated analysis today and discover the full potential of your Amazon reports!
FAQ
What is the Amazon Search Query Performance Report?
The Amazon Search Query Performance Report is a free tool with detailed analysis that provides up-to-date data on trends and the performance of search queries. It includes data on search volume, impressions, clicks, and more to help Amazon sellers understand how customers discover their products.
How can the Amazon Search Query Performance Report help with keyword research?
The Amazon Search Query Performance Report offers valuable information on search terms and keywords that customers are using to find products. By analyzing this data, sellers can identify top search terms, high search volume keywords, and other insights to optimize their Amazon SEO strategy.
What type of data is included in the Amazon Search Query Performance Report?
The report contains information on search queries, search volume, impressions, clicks, cart adds, and purchases. Sellers need these metrics to calculate CTR, cart adds, and purchase rates so that it is possible to track your progress over a long period of time.
How can sellers use the Amazon Search Query Performance Report to improve their marketing strategies?
With proper analysis of the report, sellers can improve their keyword research, Amazon PPC campaigns, and marketing efforts. This helps them match customer search behaviors and boost their visibility in search results.
Is there software that can assist with analysis?
Yes, there are various software programs available that can assist with analysis, such as data analytics software, financial analysis software, and market research tools. Booking a demo with an expert from My Real Profit can help you with data analysis that would be best for your brand’s needs.
