Amazon has introduced two groundbreaking features designed to help brand sellers optimize their marketplace performance through data-driven insights. The newly launched "Item Search Performance" and "Search Query Performance" tools mark a significant shift toward greater transparency in the platform's seller analytics.
Currently available to U.S. brand-registered sellers with plans for global expansion, these tools provide unprecedented visibility into customer search behavior and conversion metrics.
Two Core Features Transforming Marketplace Strategy
Located within the Brand Analytics section of Seller Central, these features analyze performance through two critical lenses: search terms and individual product listings (ASINs). Together, they reveal the complete customer journey from initial impression to final purchase.
1. Item Search Performance: Diagnosing Conversion Funnels
This feature provides four key metrics for each product:
- Impressions (how often products appear in search results)
- Click-through rates
- Cart additions
- Final purchases
Sellers can customize dashboards to include additional variables like median shipping speed, product ratings, and pricing data. This enables strategic analysis of how various factors influence conversion rates.
For example, high impressions with low clicks suggest issues with product titles, images, or pricing. Strong click-through rates but poor cart additions indicate potential listing page deficiencies.
2. Search Query Performance: Optimizing Keyword Strategy
This tool analyzes up to 1,000 relevant search terms, revealing:
- Customer search intent patterns
- Brand visibility across search terms
- Market share for specific queries
- Conversion performance at each funnel stage
Additional metrics include total search volume, brand-specific searches, and market share percentages - enabling comprehensive keyword strategy evaluation.
Strategic Implementation Guide
To maximize these tools' potential, sellers should consider these analytical approaches:
1. Search Term Analysis
- High impressions, low clicks: Review keyword relevance and search result presentation
- Low impressions, high clicks: Increase advertising for high-performing terms
- High impressions and clicks but low conversions: Focus on listing page optimization
2. ASIN-Specific Optimization
- Low click rates: Enhance search result presentation elements (titles, images, prices)
- Low cart additions: Improve listing content (bullet points, A+ pages, reviews)
- Low conversions: Evaluate pricing and shipping options
3. Market Opportunity Assessment
- Identify untapped keywords from the 1,000-term database
- Monitor emerging search trends through periodic comparisons
- Analyze brand positioning across search terms to identify competitive advantages
These tools represent Amazon's commitment to empowering sellers with sophisticated analytics capabilities. By leveraging these insights, brand sellers can transition from speculative strategies to precisely targeted optimizations that drive measurable performance improvements.