How to Utilize Amazon Search Query Performance Report?
For years, Amazon sellers were in the dark. They couldn’t see what keywords customers were using to find their products, leaving them flying blind when it came to optimizing their listings and advertising campaigns.
But finally, the tides have turned!
With the launch of the Amazon Search Query Performance Dashboard, sellers now have access to valuable first-party data at the search query level.
Are you new to this report? No need to worry. In this blog post, we will explain what search query performance is, why it is important, how to access this data, and ultimately, how to use it for your Amazon sales strategy.
What is the Search Query Performance Dashboard?
The Search Query Performance Dashboard is a tool designed for brand-registered sellers to get a comprehensive analysis of search queries on Amazon. It initially helps sellers gauge the demand for a particular search query through metrics like search volume and search rank.
Subsequently, the dashboard offers crucial performance metrics at each stage of the customer’s shopping journey, including clicks, impressions, cart additions, and conversions associated with the query.
What’s more? The dashboard not only offers market-level performance data for a given query but also provides insights into your brand or product-level performance. This dual perspective enables you to compare your brand against others competing for the same search query, giving you a clearer picture of your competitive standing.
Where can I find the Amazon Search Query Performance dashboard?
1. Begin by logging in to your Amazon Seller Central account using your brand’s credentials.
2. Within Seller Central, navigate to Brands → Brand Analytics.
3. Once you’re in the Brand Analytics section, locate and click on the Search Query Performance tab.
Search query performance has two views: brand view and ASIN view.
As the name suggests, the brand view will give you the performance of all products combined from your brand for a search query, while the ASIN view will give you the performance of a specific ASIN for a search query.
Eligibility and Permissions for Search Query Performance Dashboard
Brand Registration: Access to the Search Query Performance dashboard is exclusively available to sellers who have successfully registered their brand with Amazon’s Brand Registry program.
Account Permissions: To view the dashboard, you’ll need to either be the primary Seller Central account administrator for your brand or have been granted explicit permission to access Brand Analytics by the administrator.
What metrics can you find in the Search Query Performance Dashboard?
The Search Query Performance Dashboard delves into the performance of the top 1,000 customer queries associated with your brand or products. It provides a comprehensive view of each query’s demand metrics and its performance throughout the search funnel, from initial impressions to conversions.
Demand Metrics
Search Query Score (1-1000): This metric gauges a keyword’s popularity and relevance to your brand or product. A higher score indicates stronger popularity and alignment.
Search Query Volume: This metric unveils the precise number of times a keyword was searched on Amazon within the specified time period, providing a concrete measure of search demand.
Search Funnel - Impressions
Total Count: The total number of products that appeared on the search result page for a query. For example, if a shopper searches for the term “dog toys,” and there are 50 products on the first page of search results, Amazon will record the impressions for that search query as 50.
Brand Count: The total number of products from your brand that appeared in search results for a given query. For instance, if 5 products from your brand appear on the search result page when someone searches for a query, your brand count will be 5.
Brand Share: This represents the proportion of impressions attributed to your brand (Formula: Number of Brands / Total Count of Impressions). Using the above example, your brand share will be 10%.
Search Funnel - Clicks
Total Count: The total number of clicks that products received on the search results page for a given query. This includes clicks on both organic and sponsored listings.
Click Rate: The percentage of searches that resulted in a click. Calculated as Click Count / Search Query Volume * 100%.
Brand Count: The total number of clicks that products from your brand received for a particular query.
Brand Share: The proportion of clicks attributed to your brand’s products. Calculated as Brand Click Count / Total Click Count * 100%.
Search Funnel - Cart Adds
Total Count: The total number of times shoppers added products to their carts after clicking on them from the search results page for a specific query.
Cart Add Rate: The percentage of searches that led to a product being added to the cart. Calculated as Cart Add Count / Search Query Volume * 100%.
Brand Count: The total number of times shoppers added products from your brand to their carts after clicking on them from the search results page for a particular query.
Brand Share: The proportion of cart adds attributed to your brand’s products. Calculated as Brand Cart Add Count / Total Cart Add Count * 100%.
Search Funnel - Purchases
Total Count: The total number of times shoppers purchased products after adding them to their carts from the search results page for a specific query.
Purchase Rate: The percentage of searches that resulted in a purchase. Calculated as Purchase Count / Search Query Volume * 100%.
Brand Count: The total number of times shoppers purchased products from your brand after adding them to their carts from the search results page for a particular query.
Brand Share: The proportion of purchases attributed to your brand’s products. Calculated as Brand Purchase Count / Total Purchase Count * 100%.
Other Metrics Available in the Report
Price (Median): Represents the median price across all ASINs displayed for a given query at the time of impression.
Brand Price (Median): Represents the median price across all ASINs belonging to your brand for a given query at the time of impression.
Same-Day Shipping Speed: Same-day shipping speed guarantees that customers will receive their products on the very day of purchase. This metric measures the occurrences of ASINs featuring the same-day delivery message being “impressed/clicked/cart-added/purchased” on the search results page corresponding to the specific query.
1-Day Shipping Speed: One-day or next-day shipping reflects the frequency of ASINs with a “One-Day” delivery message being “impressed/clicked/cart-added/purchased” on the search results page for the given query.
2-Day Shipping Speed: This metric represents the occurrences of ASINs with a “Two-Day” delivery message being “impressed/clicked/cart-added/purchased” on the search results page for the specific query.
How to Use Search Query Performance Report?
1. Find New Keyword Ideas for Advertising Campaigns
Start by cross-checking your Amazon advertising targeting report with the search query performance data. This process helps uncover keywords that may not be part of your current advertising campaign but are proving significant in driving user engagement.
Identify keywords with diverse performance metrics, such as high order volume, low order volume but a high conversion rate, or other noteworthy patterns. These insights can guide you in identifying keywords with untapped potential or those that may be underutilized in your existing campaigns.
Once promising keywords are identified, consider creating separate campaigns to specifically target these terms. Group these keywords based on patterns in different campaigns to have a better control.
2. SEO Optimization
If you notice that there are many highly relevant keywords with a low impression share for your brand, it suggests that your product has a low organic ranking and isn’t appearing on the first page of search results.
To improve this, consider adding these keywords to your product title, description, bullet points, A+ content, and backend keyword. This will help your product get indexed and ranked for these terms.
3. Identify Keywords for Ranking Campaigns
Apart from SEO optimization, sales velocity, and conversion rate are two factors that primarily influence the organic ranking of your product.
Utilize the Search Query Performance Report to identify both your and the category conversion rate for a search query. Calculate the category conversion rate using total purchases/total clicks and the brand conversion rate using brand purchases/brand clicks.
Next, identify search terms where your brand has a higher conversion rate than your competitors. Finally, target these keywords with exact match keyword targeting in your advertising campaign to increase sales velocity and rank higher in organic search results.
4. Discover Seasonal Keywords
The Amazon Search Query Performance Dashboard offers historical data at the search term level, tracking week-over-week information. This enables you to identify keywords that influenced sales for either your brand or category during a specific timeframe.
For example, you can analyze the week-over-week performance for December to pinpoint keywords that were particularly effective in driving sales to your brand during that month. These insights can then be applied to inform and enhance your strategy for the upcoming Christmas season.
5. Are my Sponsored Ads Canbalizing Organic Sales?
We have always wondered whether our sponsored ads, which appear in the first 4 search results, might be affecting our organic sales, particularly when our product is already ranking in the top 10 organic search results.
SQP provides a clear way to test this impact. Consider pausing your ads for a few weeks for a search query where you already have a high ranking in organic search. Over the next two weeks, closely monitor your click share and purchase share. If you observe a decrease, it indicates that your sponsored ad played a significant role in driving sales in the past. If there’s no decline, it suggests that your sponsored ad was cannibalizing your organic sales.
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Final Thoughts:
We’ve delved deep into the Amazon Search Query Performance Report, unlocking its treasure trove of data. But here’s the thing: information alone isn’t enough. It’s what we do with it that truly matters.
Think of these insights as raw gems waiting to be polished. By applying them strategically, we can transform them into golden nuggets that boost our visibility, sales, and ultimately, success on Amazon.
Frequently Asked Questions:
What is search queries on Amazon?
This refers to the keywords or phrases that customers enter into the Amazon search bar to find specific products or categories. These can be broad (“running shoes”) or more specific (“women’s waterproof trail running shoes with ankle support”).
How can I use the Search Query Performance report to improve my listings?
By analyzing the data in the report, you can identify:
High-performing keywords: Focus on optimizing your listings for keywords that drive high impressions, clicks, and conversions.
Low-performing keywords: Identify keywords that are not generating results and consider removing them from your listings or optimizing them further.
Missing keywords: Discover new keywords that customers are searching for and that you may not be targeting yet.
Competitor analysis: Compare your performance to other sellers for the same keywords and identify areas for improvement.
Pricing strategies: Analyze the ASP and conversion rate for different keywords to adjust your pricing strategy for optimal results.
How often should I check the Search Query Performance report?
It’s recommended to check the report regularly, ideally at least once a week. This allows you to monitor trends, identify changes in customer behavior, and make timely adjustments to your listings and advertising campaigns.
What is Amazon Search Catalog Performance dashboard?
The Amazon Search catalog performance dashboards is a tool available to brand-registered sellers on Amazon Seller Central. It provides insights into how your product catalog is performing in Amazon search results, based on customer search behavior.
How to download Amazon Search Query Performance report?
To download data, choose your desired reporting range and click the “Generate Report” button located in the top right. You will then be redirected to the download manager page, where you can proceed to download the file.
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