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Amazon’s Search Query Performance report is an essential tool for sellers aiming to gain deeper insights into customer search behavior. This report provides access to data on top customer searches that lead users to a brand’s products, encompassing metrics such as impressions, clicks, add-to-carts, and purchases. Sellers can also view their total market share at both the brand and product levels. By analyzing metrics like search query score, search query volume, and impressions, sellers can make data-driven decisions to enhance visibility and performance on Amazon.
The search query score ranks queries based on their performance, factoring in search funnel impressions, clicks, cart adds, and purchases. Search query volume tracks how often a query is shown during a specific period, while impressions reflect views originating from the search results page. This data provides invaluable insights into the effectiveness of search terms and the competitive landscape.
To access the Search Query Performance report, sellers must navigate to Seller Central → Brands → Brand Analytics → Search Query Performance. This feature is exclusive to brand-registered sellers with access to the Brand Analytics Dashboard. The primary account administrator or those with appropriate permissions can generate reports for weekly, monthly, or quarterly time periods. These reports provide insights into the top 1,000 queries for a brand and the top 100 queries per ASIN. Sellers can download the data and use tools like pivot tables to track trends and analyze performance over time.
Extracting and organizing Amazon search data is a critical step in leveraging the insights provided by the Search Query Performance report. Sellers can create comprehensive datasets by compiling weekly data and utilizing pivot tables to identify trends over time. By doing so, they can easily visualize performance patterns and uncover opportunities for improvement. Tools like SUPA templates streamline the organization of search query data, making it easier to generate actionable insights.
Analyzing search terms allows sellers to identify trends and patterns that can inspire new product ideas. For instance, gaps in the market, emerging trends, and in-demand products with unique features or bundling opportunities can be identified. By leveraging tools like Amazon’s Product Opportunity Explorer, sellers can conduct further research to refine their product development strategies.
The Search Query Performance report is a valuable resource for uncovering untapped keyword opportunities. Sellers can map search terms from the report to their existing PPC campaigns, identifying high-priority keywords with strong market potential. New keywords can then be integrated into ad campaigns, ad groups, and optimized landing pages. Continuous monitoring of click-through rates, conversion rates, and advertising cost of sales (ACoS) ensures that these keywords drive positive results.
Improving SEO for Amazon listings starts with identifying relevant queries with low impression shares. Adding these queries to product titles, bullet points, and backend keywords can significantly impact ranking and visibility. Titles have the most substantial influence on indexing, making it crucial to prioritize highly relevant keywords. Optimizing listings with these insights ensures better performance in search results.
Search data from past peak periods provides a roadmap for optimizing products during high-demand seasons. Sellers can analyze historical data to identify keywords that drove sales and incorporate them into PPC campaigns and listings. By focusing on these keywords ahead of peak periods, sellers can improve their ranking and capture more organic sales when competition intensifies.
Low click share and sales share metrics reveal opportunities for sellers to expand their market presence. Strategies such as running Sponsored Products ads, top-of-search campaigns, and leveraging headline and video ads can help improve visibility and attract a broader audience. These tactics ensure that sellers remain competitive and grow their share of the market.
The Search Query Performance report is a powerful tool for tracking the effects of pricing changes, listing optimizations, and A/B testing. Monitoring click share, impression share, and purchase share helps sellers assess the impact of these strategies and adapt accordingly. By comparing baseline data with post-implementation metrics, sellers can refine their approaches and achieve better results.
By reducing ad spend on specific keywords and monitoring the impact on purchase share, sellers can determine whether their ads are driving incremental sales or cannibalizing organic sales. This analysis provides clarity on ad efficiency and helps sellers optimize their advertising budgets. Testing should be conducted on a single keyword at a time to ensure accurate insights.
Amazon’s Search Query Performance reports have transformed how sellers track growth and measure success. Beyond traditional metrics like total revenue and TACoS, these reports offer a comprehensive view of market dynamics and competitive positioning. By utilizing this data, sellers can implement strategic improvements, optimize their campaigns, and drive sustained growth on the Amazon platform.
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