Previously, there was no easy way to calculate market share on Amazon for a brand without using third-party tooling. However, Amazon recently launched the Search Analytics Dashboard, which includes the Search Query Performance Dashboard. This report brings us brand share data based on search queries. That’s both paid and organic data!
The Query Performance dashboard provides visibility into the performance of the top search terms associated with your brand, based on customer search behavior. The report surfaces query volume, impressions, clicks, add-to-cart, and purchases.
Accessing the Query Performance Dashboard
- Need to be brand registered to access
- Got to seller central, find the tab “brands”, click brand analytics
- View green bar at the top of the page, click “view search analytics”
- Choose between tabs “search catalog performance” and “query performance”
Note: Query performance is in beta and may not be available to all accounts. Additionally, Brand analytics is available only to sellers who own a brand. You must be internal to the brand and responsible for selling the brand on Amazon. If you believe that you do fit these criteria but still don’t have access, contact Selling Partner Support.
What Does the Query Performance Dashboard Do?
The Query Performance Dashboard provides visibility into your search term’s performance based on shoppers’ search behavior. For the selected timeframe, it shows metrics of the top terms of your catalog or ASIN (e.g., search displays, clicks, adds to shopping cart, and purchases). The purchases and sales totals may not match the total count from your sales reports as these metrics include those originated from the search results page (e.g., excludes widgets, details page, etc.).
This is query dashboard shows you what keywords you are converting on both organically and on PCC with real Amazon data for specific metrics such as search volume, impressions, and purchases. To date, there was no way to know exactly where you’re converting for a specific keyword unless it came directly from PPC data.
This information can help you to understand customer demand, what queries lead buyers to your products, at what stage you may be losing the buyer, and much much more!
Understanding the Dashboard
The Query Performance page shows the actual performance of search queries that are connected to your brand. Search terms are ordered/scored with a rank number.
Each row of the report shows the performance of a single query associated with your brand’s catalog, aggregated for a selected time period. The total number of populated queries will vary based on your catalog size, with a maximum of 1000 query results.
The search queries are selected based on their overall performance in search results and includes organic and Sponsored Products originating from the search results page for all customers. It excludes traffic from widgets on the search page such as “Top-Rated ” or “New Arrivals.”
You cannot search for a specific keyword/query, you can only see the keywords Amazon deems to be “associated with your catalog”. There is also not a button to download the data. You can customize columns at the top to display additional data in the table such as pricing and shipping metrics if desired.
You can see each search query listed in its own row with a rank number, and with other metrics such as query volume. The query volume is the actual search volume for the query for the time period you have selected.
The table shows total impressions for the query, your brand’s count of impressions for that query, and your brand’s share (percentage) of impressions out of total impressions for that query.
You can see this same breakdown for clicks, cart adds, and purchases.
For example, you can view total cart adds for a specific query, alongside your brand’s count of cart adds for that query, and your brand’s share (percentage) of cart adds out of total cart adds for that query.
How Can I Gain Insights From The Query Performance Dashboard?
By understanding how customers are discovering your products, you can fine-tune your marketing strategies and enhance your listings (including A+ content) by adding keywords that align with customer interests. You can also use this data to spot trends that may represent new product opportunities.
Each metric title in the table can be clicked to sort the data from highest to lowest or lowest to highest. Filtering in this way can provide useful insights. For example, you may want to sort your brand count for cart adds from highest to lowest, and compare to clicks and purchases to see where you “lost the customer”.
For example, I could see that for the search term “sunscreen” my brand has 50 counts for add to cart and 40 purchases. Below that, for the search term “SPF”, my brand has 50 counts for add to cart but only 10 purchases. This might lead me to investigate why I am losing customers at the purchase stage for that product/term.
In another example, let’s say your brand is being seen a lot for a search term, but you aren’t satisfied with sales. If we look at your brand share of impressions for the term and see that it is high, but the clicks are much lower then it’s likely a click-through issue. Solutions could be the main image change, getting more reviews, improving your star rating, etc. Before we could only guess what was going on. Now we have concrete evidence that will allow us to form insights and solutions.
Conclusion
The best way to learn more about the Search Query Performance Dashboard is to log in to seller central, play around with the filters, and start exploring your data.
Taking stock of your performance on Amazon and implementing strategies to increase profitability can be overwhelming for any Amazon seller. For sellers looking for additional support, Envision Horizons offers a solution. myHorizons is making selling on Amazon less stressful and more profitable by automating Amazon brand management. For more information on myHorizons, visit our site. Or schedule your own personal demo here.
