For years, Amazon sellers have struggled to accurately track their store traffic sources, relying on third-party tools that often provided incomplete or speculative data. This frustration has now been addressed with Amazon's official "Search Term Performance Report" – a powerful analytics feature that acts as a "traffic x-ray" for brand stores.
Ending the Guesswork: Amazon's Official Traffic Analysis Solution
The new report provides direct access to keyword sources driving traffic to brand stores, displaying up to 1,000 keywords with unprecedented accuracy. Unlike third-party solutions, this data comes directly from Amazon's verified order information, offering sellers reliable insights into their true traffic sources.
Accessing the Search Term Performance Report
Sellers can find this tool in the Brand Analytics section, identified by a green banner labeled "Search Term Performance Report." While currently in beta testing and not available to all sellers, Amazon is expected to roll out full access in the near future.
Five Core Features of the Search Term Performance Report
1. Identifying Brand Keywords: Precision Targeting for Better Rankings
The ranking metric combines multiple factors including impressions, clicks, add-to-cart actions, purchases, and overall brand performance. These rankings reflect the relevance between search terms and your brand during specific time periods.
Top-ranking keywords (typically the first 5-10) represent your brand's primary search terms. For example, if "power bank" ranks first with high brand share across impressions, clicks, and purchases, your brand likely appears in Amazon's search box brand recommendations.
2. Discovering Brand Dominance Opportunities: Increasing Market Share
The "brand share" metric reveals your brand's presence throughout the search journey – from impressions to purchases. Higher brand share indicates greater potential for market dominance in specific search contexts. The 80/20 rule serves as a useful benchmark for evaluating dominance potential.
3. Tracking Brand Search Traffic Sources: Optimizing for Conversion
While focusing primarily on keyword search traffic (representing approximately 75% of Amazon traffic), the report excludes other sources like related products, editorial recommendations, or direct external links. For multi-brand stores, combining data from all brands provides complete store-level insights.
Sorting by click ranking reveals primary traffic sources. When high-click terms don't correlate with strong conversion rates, sellers should investigate potential optimization opportunities.
4. Identifying Customer Drop-off Points: Targeted Conversion Improvements
Comparing purchase rates against add-to-cart actions and click-through rates helps pinpoint where potential customers disengage. For example, high cart addition rates with low purchases might indicate opportunities for promotional interventions or browse-targeted display ads.
5. Integrating with "Search Query Performance" Reports: Comprehensive Analysis
Combining this report with the "Search Query Performance" data provides complete visibility into brand ASIN performance:
- Analyze customer journey: Identify drop-off points from impression to purchase to optimize listings and campaigns
- Evaluate search conversion rates: Note that these rates may appear lower as they're calculated based on 24-hour attribution windows
- Monitor cart additions: High cart activity with low purchases suggests opportunities for remarketing
- Assess impression volume: For mainstream categories, weekly impressions below 2,000 typically indicate insufficient visibility
Strategic Advantages of the Search Term Performance Report
This powerful analytics tool provides Amazon sellers with unprecedented visibility into their brand's search performance. By leveraging these insights, brands can refine their keyword strategies, optimize conversion funnels, and ultimately drive sustainable sales growth on Amazon's competitive marketplace.