What the report shows
For each search query that led shoppers to your brand, the report gives the search query volume for the period and four stages, each as the market total and your brand's count and share:
| Stage | Market total | Your share tells you |
|---|---|---|
| Impressions | Every product shown for the search | How visible you are |
| Clicks | Every click on a result | How often shoppers pick you from the results |
| Cart adds | Every add to cart | How well your page holds them |
| Purchases | Every purchase | How much of the search's buying you win |
It is in Seller Central under Brands, then Brand Analytics, for brand owners enrolled in Brand Registry. You can read it by week, month or quarter, for the whole brand or one ASIN.
Reading it: where does your share drop?
Line up your share at each stage. The stage where it falls is where you lose shoppers:
- High impressions, low clicks. Shoppers see you and pick someone else. Main image, price and title are what they judge at that moment.
- High clicks, low cart adds. Your page does not convince. Price, images and the detail page itself.
- Low impressions, strong everything else. You convert well when seen. This is a search worth more ad spend.
- Purchase share above click share, as in the example above: shoppers who click you buy at a higher rate than the market. Defend the term.
From the report to an action
Pair it with your ad search term report: a query with a strong purchase share and few ad impressions is a cheap one to advertise on. Match types shows how to target it exactly.
Questions
- Who can see the Search Query Performance report?
- Brand owners enrolled in Amazon Brand Registry, in Brand Analytics in Seller Central.
- Does it show other sellers' data?
- It shows the market total for each search and your brand's own share. It does not break the market down by competitor.
- How is it different from the ad search term report?
- The search term report covers only clicks on your ads. Search Query Performance covers every shopper on the search, ad or not, against the whole market.
Keep going
GuidesUnit session percentageWhat unit session percentage measures, where to find it, what moves it.GuidesSeller Central reportsThe six Seller Central reports worth a weekly read, and what each answers.GuidesAmazon PPC match typesWhat each match type matches, the auto groups, and how to switch a keyword.GuidesThe weekly Amazon PPC auditSix checks that find wasted spend and missed sales, in the order they pay.