If e-commerce operations are a data-driven battle, understanding how consumers find your products is crucial to victory. Amazon has recently enhanced its "Search Query Performance" dashboard, providing brand sellers with more granular search analytics capabilities to directly address the core question: "Which search terms are driving customers to my products?"
Core Upgrade: ASIN-Level Search Performance Tracking
Previously, brand sellers could already access top-performing search terms related to their brands through the dashboard. The most significant improvement now allows sellers to analyze search query performance data for specific ASINs (Amazon Standard Identification Numbers). This enables evaluation of individual products' search result performance by key metrics like click-through rates and conversions within selected timeframes.
Accessing and Using the Search Query Performance Dashboard
Access Requirements:
- This feature is exclusively available to sellers who have completed brand registration
- Users must be internal brand representatives responsible for selling the brand on Amazon Marketplace
- Those encountering access issues should verify brand eligibility or contact Seller Support
- Account administrators can grant access through the "Global User Permissions" page
Dashboard Functionality:
The dashboard focuses on helping brand owners understand how buyers discover their products through search results. It displays performance metrics for brand-related search queries including:
- Query volume
- Impressions
- Click-through rates
- Cart additions
- Purchase conversions
The report aggregates query performance across selected time periods, displaying up to 1,000 results depending on catalog size. Notably, the data excludes traffic from search page widgets like "Top Rated" or "New Arrivals."
Data-Driven Optimization Strategies
The enhanced dashboard enables several strategic applications:
Keyword Optimization
By understanding discovery patterns, sellers can refine product titles, descriptions, and keyword lists to better match buyer intent. The data also helps identify keyword gaps to expand search visibility.
A+ Content Enhancement
Integrating search data with A+ pages allows sellers to highlight product features that align with popular search terms, potentially improving conversion rates through optimized content structure.
Marketing Strategy Refinement
The dashboard helps identify sales opportunities—for instance, when high-volume search terms show low conversion rates, suggesting potential adjustments to advertising or pricing strategies.
Product Development Insights
Search query analysis reveals market demand and consumer preferences, informing new product development. Competitive search performance analysis can also uncover expansion opportunities.
Metric Interpretation and Data Consistency
A dash ("-") indicates unavailable data, either due to collection limitations or newly added metrics. Impressions are counted per ASIN appearance in search results.
Amazon notes that dashboard metrics don't replace other reports and advises against cross-dashboard comparisons due to differing attribution methodologies.
Conclusion: Precision Through Data
Amazon's upgraded dashboard provides brand sellers with powerful tools for search performance analysis. By leveraging these insights to refine marketing strategies and product listings, sellers can improve search rankings and drive sales growth in competitive markets.