Amazon Brand Analytics has recently launched two new features - "Search Catalog Performance Report" and "Search Query Performance Report" - providing brand sellers with free, official data insights to better understand consumer search behavior and optimize advertising strategies.
These tools offer unprecedented visibility into how consumers discover products through search, where they drop off in the purchasing journey, and which keywords drive the most conversions. The data enables sellers to make informed adjustments to product listings and advertising campaigns.
Deep Dive into Consumer Behavior with Two Key Reports
The update introduces two comprehensive reports that analyze consumer search and purchase patterns from different perspectives:
- Search Catalog Performance Report: Focused on product-level metrics, this report shows how consumers interact with brand products during search. Key metrics include impressions, clicks, add-to-cart actions, and purchases, providing a complete sales funnel analysis. For example, high impressions but low clicks may indicate unattractive product images or titles, while high add-to-cart rates with low conversion might suggest pricing or product page issues.
- Search Query Performance Report: This keyword-focused report reveals how buyers find products through specific search terms. It displays overall search term performance including impressions, clicks, add-to-cart actions, and purchases, along with brand share metrics at each stage. Sellers can identify high-performing keywords and assess their competitive position for each term.
Understanding the Search Funnel Metrics
The Search Query Performance Report breaks down consumer behavior into key stages with corresponding metrics:
- Impressions: The number of ASINs displayed in search results. Brand share is calculated as (brand ASIN count / total impressions) × 100%.
- Clicks: The number of ASINs clicked from search results. Brand click share = (brand clicks / total clicks) × 100%.
- Add-to-cart and Purchase: Similar calculation methods apply for brand share at these conversion stages.
Data-Driven Optimization Opportunities
These reports provide actionable insights for advertising and listing improvements:
- Identify high-potential keywords with strong conversion rates for advertising campaigns
- Adjust keyword bids based on performance metrics
- Optimize listing content (titles, descriptions, keywords) based on actual search terms
- Assess competitive position through brand share metrics
Amazon notes that duplicate queries from the same buyer session within 24 hours are counted as a single query in the data, though impression, click, and conversion counts include all instances.
As free tools within Amazon Brand Analytics, these features offer valuable resources for brand sellers to understand consumer behavior, refine advertising strategies, and ultimately drive sales growth through data-informed decisions.