Amazon Enhances Analytics with ASIN Search Term Tracking

Published: 12/31/2025
Brand Analytics Search Terms ASIN Analysis
Amazon Brand Analytics has been significantly updated, adding search term performance insights within the ASIN view. Sellers can now track keyword click-through rates, conversion rates, and add-to-cart metrics for individual ASINs. This enables precise analysis of keyword effectiveness, optimization of ad campaigns, and expansion of Listing traffic, ultimately boosting sales and market share. While the download function is not yet updated, sellers are encouraged to actively utilize this feature to unlock growth opportunities.
Amazon Enhances Analytics with ASIN Search Term Tracking

Amazon has quietly rolled out a significant update to its Brand Analytics tool that promises to revolutionize how sellers analyze keyword performance. The new feature, launched on September 8, finally allows sellers to view click-through and conversion rates for individual ASINs within the "Search Term Performance" reports.

New Feature: ASIN-Specific Search Term Performance

Previously, Amazon's Brand Analytics only provided aggregate keyword data across all products in a brand. The update now enables sellers to enter specific ASINs and date ranges to generate customized reports showing exactly how search terms perform for each product.

This granular data provides unprecedented visibility into consumer search behavior and purchase intent, allowing sellers to make more informed decisions about their product listings and advertising strategies.

Key Metrics Explained

The enhanced reports present data through the lens of the "search funnel," tracking customer journeys from impressions through purchases. Here's what each metric means:

Search Funnel - Clicks

  • Total Count: Aggregate clicks across all ASINs for a search term
  • Brand Count: Clicks specific to your brand's products
  • Brand Share: Percentage of total clicks captured by your brand
  • Click-Through Rate (CTR): Clicks divided by search queries
  • ASIN Count: Total clicks attributed to your specific ASIN
  • ASIN Share: Percentage of total clicks captured by your ASIN
  • Same-Day/1-Day/2-Day Delivery Metrics: Performance breakdown by shipping speed
  • Median Prices: Shows competitive pricing landscape for search terms

Search Funnel - Add to Cart

  • Total Count: Aggregate add-to-cart actions for a search term
  • Brand Count: Add-to-cart actions for your brand
  • Brand Share: Percentage of total add-to-carts captured by your brand
  • Add-to-Cart Rate: Add-to-cart actions divided by search queries
  • ASIN Count: Add-to-cart actions for your specific ASIN
  • ASIN Share: Percentage of total add-to-carts captured by your ASIN

Practical Applications for Sellers

The ASIN-level keyword data opens numerous optimization opportunities:

  1. Precision Analysis: Evaluate keyword effectiveness for individual products
  2. Advertising Optimization: Adjust campaigns based on add-to-cart metrics
  3. Traffic Expansion: Identify high-performing keywords to target
  4. Negative Keywords: Eliminate underperforming search terms
  5. Listing Optimization: Incorporate successful long-tail keywords
  6. Keyword Expansion: Build on high-conversion term roots

While the feature currently requires manual review in Seller Central without download capability, Amazon will likely enhance functionality in future updates. This advancement represents a significant step forward in ecommerce analytics, empowering sellers with deeper insights to drive sales growth.

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