- Key Data Points in the Amazon Search Terms Report
- How to Find Relevant Keywords in Amazon Search Terms Report
- Using Amazon Search Terms Report for PPC Campaign Optimization
- Conclusion
The Amazon Search Terms Report within Amazon Brand Analytics is a powerful keyword research tool that reveals the top-performing search terms on Amazon. This essential report helps sellers and vendors identify high-converting keywords, analyze competitor performance, and discover untapped opportunities.
By leveraging this data, you can optimize your listings and PPC campaigns to capture more traffic and increase sales. Let's explore how to extract maximum value from this comprehensive keyword intelligence tool.
Key Data Points in the Amazon Search Terms Report
In the search terms report - like anywhere else in Brand Analytics - you only ever look at the currently selected Amazon marketplace, e.g. Amazon.co.uk. You can filter by category as well as define a time period.
The selected time period is decisive for the search terms and the displayed products. Seasonal products in particular only show up at certain times. By setting a time period, you can find out when customers start searching for seasonal themes such as "sunglasses" or "advent calendar". After you set the filters, the data will be displayed directly on the page. You can also export the data as an Excel or CSV file.
Based on your filter criteria, the top search terms are always displayed in descending order of search frequency and the following key figures are added.
The search frequency rank
A search frequency rank is displayed for each search term. Based on the search frequency rank, the top search terms on Amazon can be sorted by the number of search queries for a certain period of time. The exact search volume is not disclosed by Amazon, so as a seller you never know how big the jumps between the individual search frequency rankings are. The lower the rank, the more frequently the respective search term is searched for. A search term with a ranking of 5 is therefore searched for more frequently than the search term with a ranking of 6. The most frequently searched term is given the ranking of 1. In total, the weekly search term report contains approx. 500,000 search terms.
Informations about the top 3 most clicked products on Amazon
For each search term, the three most frequently clicked ASINs are shown for a selected period. Furthermore, the click rate and the sales rate of the product are displayed as a percentage.
Click rate
Unlike the click-through rate in PPC, the click-through rate in the Amazon search terms report is calculated differently. The number of times Amazon customers clicked on a specific product (after searching for a specific term) is divided by the total number of times customers clicked on all products (after searching for that term). The value shows how much traffic volume the top 3 clicked ASINs can grab directly after an organic search. It is unclear whether the clicks are only organic search results in the SERPs or a total value that also takes into account paid search, such as Sponsored Products.
Alert
Click rate =(Σ Clicks ASIN for keyword Y / Σ Total clicks for keyword Y) * 100
Example: If different customers enter the search term "dog leash" followed by 5,000 clicks on different products and your product received 2,000 clicks of them, the click share for your product for the search term "dog leash" is 40%.
Turnover rate:
Similar to click share, turnover share is a percentage. It is determined by the total value of how much sales a particular product has achieved on Amazon (after you searched for a particular term) divided by the total sales of all products for that search term.
Alert
Turnover rate =(Σ Sales ASIN for keyword Y / Total sales for keyword Y) * 100
It may happen, for example, that your product ends up in second place in the top 3 products because it has a lower click-through rate than another product, but is still more successful because the sales rate is higher. Sales and click-through rates for the top Amazon search terms are category-specific and independent of each other.
Also, compare the click-through rate to the sales rate. If you observe a larger difference between sales and click-through rates for a product, this could be an indication of a poor conversion rate, for example. Examine the listing of the affected product here and compare it with the competition? What does the latter do differently / better? Is it just the price or is the competitor convincing, e.g. through better images?
How to Find Relevant Keywords in Amazon Search Terms Report
Search for similar terms
You can research and filter the relevant search terms for your product in your niche: Simply enter an initial search term in the keyword search field and you will then receive a list of all keywords that contain this initial search term. This way you can quickly find the keywords that are relevant for you.
Search based on similar products
In addition to filtering by search terms, you can also check your ASINs and those of your own competitors in the search terms report: To do this, enter the desired ASIN in the ASIN search field. You will then be shown for which search terms your ASIN or the ASIN of your competitors is displayed..
Using Amazon Search Terms Report for PPC Campaign Optimization
Besides listing optimization, you can also use the report to optimize your PPC campaigns. Are appropriate keywords missing from your campaigns? You can refill the keywords you are shown after entering your competitor's ASIN, if necessary, if they also match your product.
If you have already set up PPC campaigns, Amazon Brand Analytics can help you optimize your keywords. For example, if your product is not among the top 3 products, even though you have set up a campaign for this product, it could be that your maximum bid is too low and you are not considered within the auction.
PPC Campaigns Optimization
You can find more tips for PPC campaign optimization here: continue to article
Conclusion
The Amazon Search Terms Report offers countless opportunities for keyword research and competitive analysis. By exporting data to Excel, you can perform advanced analyses like tracking keyword trends over time, identifying seasonal patterns, and discovering emerging search terms. Combined with insights from the Item Comparison Report and Market Basket Analysis, this report becomes a powerful tool for dominating your Amazon niche. Regular monitoring of search term rankings helps you stay ahead of trends and maintain competitive advantage in the ever-evolving Amazon marketplace.
