Earlier this year, Amazon introduced the Search Query Performance Dashboard, a powerful analytics tool designed to help brands and advertisers gain deeper insights into search term performance and shopper behavior. Though still in beta testing, this tool has already transformed how sellers access performance analytics on the platform.
Accessing the Dashboard
To locate the dashboard, navigate to Brand > Brand Analytics > Search Query Performance . Access is restricted to sellers who have completed brand registration and are either primary account administrators or have been granted brand analytics permissions.
Understanding Search Queries
A critical distinction exists between search queries and keywords:
- Keywords : Terms you bid on in advertising campaigns
- Search queries : Actual phrases shoppers enter when searching for products
For example, while you might bid on "running shoes," customers could search for "Nike men's running shoes" or "lightweight breathable running shoes."
Key Dashboard Features
The dashboard provides comprehensive data across the entire shopping journey:
- Search volume and ranking metrics
- Click-through rates (both organic and sponsored)
- Add-to-cart actions
- Conversion rates
- Market share comparisons
- Average price positioning
Data Timeframes
Users can analyze data across multiple time horizons:
- Long-term (30 weeks) : Ideal for evaluating keyword strategy and seasonal trends
- Mid-term (4-8 weeks) : Best for campaign optimization and listing adjustments
- Short-term (1-2 weeks) : Useful for rapid response to market changes
Amazon currently limits historical data to approximately 7 months, making regular data exports advisable.
Strategic Applications
The dashboard enables several critical optimizations:
Listing Improvements
Incorporate high-performing search terms into product titles, bullet points, and descriptions to boost organic rankings.
Advertising Adjustments
Increase bids on top-performing queries while excluding underperforming terms to maximize advertising efficiency.
Product Development
Identify unmet customer needs through search query analysis to guide new product offerings.
Metric Definitions
Amazon provides transparent definitions for key metrics:
- Impressions : Count of product appearances in search results
- Clicks : Customer interactions with product listings
- Add-to-Cart : Items placed in shopping carts (regardless of final purchase)
- Purchases : Completed transactions
Optimization Tips
When metrics indicate performance gaps:
- For low click-through rates: Enhance main images and incorporate search terms into titles
- For poor add-to-cart conversion: Review product descriptions and ensure inventory availability
- For high purchase rates but low visibility: Increase advertising investment in relevant queries
The Search Query Performance Dashboard represents a significant advancement in Amazon's analytics capabilities, providing sellers with unprecedented visibility into customer search behavior and product performance. By leveraging these insights, brands can make data-driven decisions to optimize their Amazon presence and drive sustainable growth.