Understanding the Amazon Brand Analytics Search Query Performance Report
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Welcome to our comprehensive guide on the Brand Analytics Search Query Performance report. In this article, we will explore the features and functionality of this report, which is available to brands enrolled in the Amazon Brand Registry. The Search Query Performance report helps brands better understand how customers search for their products in the Amazon store, allowing them to gain valuable insights and make informed decisions to enhance their performance and expand their product catalog.
Accessing the Brand Analytics Tool
To access the Brand Analytics Search Query Performance report, you need to be a seller internal to a brand enrolled in Brand Registry. Simply select ‘Brands’ in the main menu in Seller Central, then click on ‘Brand Analytics.’ Alternatively, you can click on ‘All Brand Benefits’ and locate the ‘Brand Analytics’ card. For more information on accessing Brand Analytics and other Brand Registry tools, refer to the modules in Seller University about requesting or managing access to brand selling benefits.
Overview of the Search Query Performance Report
The Search Query Performance report is one of the reports available in the Brand Analytics tool. This report provides sellers with a list of customer queries associated with their brand’s products. The queries are ranked based on popularity, with the most popular query appearing at the top. Up to 1,000 queries are shown, and for each query, you can view a sequence of metrics that provide insights into customer behavior and engagement.
Metrics in the Search Query Performance Report
The Search Query Performance report presents several key metrics that can help brands understand how customers interact with their products. Let’s take a closer look at each of these metrics:
Search Query Volume
Search Query Volume refers to the number of times customers searched the Amazon store using a specific query. For example, if customers searched using the phrase “water pitcher” 100 times, the Search Query Volume for that query would be 100.
Impressions
Impressions represents the number of products that appeared on search-results pages after a query was used. This includes both organic and sponsored products. The report provides the ‘Total Count’ of impressions, which is the total number of product appearances, as well as the ‘Brand Count’ and ‘Brand Share’ for the query. ‘Brand Count’ refers to the number of product impressions specifically for your brand, while ‘Brand Share’ is the percentage of impressions that your brand occupies out of the total number of impressions for the query.
Clicks
Clicks indicate the number of times customers clicked on products that appeared on search-results pages after using a specific query. Similar to impressions, the report provides the ‘Total Count’ of clicks, the ‘Brand Count’ (number of clicks specifically for your brand), and the ‘Brand Share’ (percentage of clicks your brand received out of the total clicks for the query). Additionally, there is a column for ‘Same Day Shipping Speed,’ which shows the number of times products were clicked while the same-day shipping option was viewable.
Same-Day Shipping Speed
The ‘Same Day Shipping Speed’ metric shows the number of times products were clicked while the same-day shipping option was viewable. It provides insights into customer preference for same-day shipping and can help brands understand the impact of offering this option on their product’s performance.
Cart Adds
‘Cart Adds’ represents the number of times customers used a query, clicked on a product, and added it to their cart for purchase later. The report provides the ‘Total Count’ of cart adds, the ‘Brand Count’ (number of cart adds specifically for your brand), and the ‘Brand Share’ (percentage of cart adds your brand received out of the total cart adds for the query). Just like with clicks, there is also a column for ‘Same Day Shipping Speed’ to indicate the number of times products with same-day shipping were added to the cart.
Cart Add Rate
The ‘Cart Add Rate’ is the percentage of times customers clicked the ‘Add to Cart’ button after viewing a product’s detail page. This metric gives brands insights into customer engagement and the effectiveness of their product detail pages in converting views into cart adds.
Purchases
‘Purchases’ refers to the number of times customers used a query, clicked on a product, and made a purchase. This metric includes both your brand’s sales and the sales of other sellers. The report provides the ‘Total Count’ of purchases, ‘Purchase Rate’ (percentage of clicks that resulted in a purchase), ‘Brand Count’ (number of purchases specifically for your brand), ‘Brand Share’ (percentage of purchases your brand received out of the total purchases for the query), and ‘Same Day Shipping Speed’ (number of same-day shipping purchases).
Using the Search Query Performance Report
The Search Query Performance report offers various features and functionalities to help brands gain insights into their performance in the Amazon store. Let’s explore some of the ways you can utilize this report to enhance your brand’s presence and drive sales.
ASIN View
By default, the report is set to ‘Brand View,’ which displays all the queries associated with your brand’s products. However, you can switch to ‘ASIN View’ to view queries associated with a specific product. This allows you to analyze the performance of individual products and identify any unique customer search patterns.
Narrowing the Report
If you want to narrow down the report to focus on a specific brand or time period, you can use the drop-down menus provided. The first drop-down menu allows you to select a specific brand, while the other two drop-downs enable you to choose a specific time period. After making your selections, click the ‘Apply’ button to refresh the report with the narrowed-down data.
Customizing Columns
You have the flexibility to customize the columns displayed in the Search Query Performance report. By clicking on ‘Customize Columns’ on the right-hand side, a pop-up will appear where you can check or uncheck the boxes for the desired columns. Once you have made your selections, click the ‘Save’ button to update the report with the customized columns.
Downloading the Report
If you want a copy of the report for further analysis, you can download it by clicking on the ‘Generate Download’ button. In the pop-up, you can choose between ‘Simple View’ to download the report as shown on screen or ‘Comprehensive View’ to download the report with all relevant columns. Click the ‘Generate Download’ button to initiate the download, and you can monitor the progress by accessing the ‘Download Manager.’
Metrics Glossary
If you ever need clarification on how a specific metric is calculated, you can access the ‘Metrics Glossary’ page. Click on ‘Metrics Glossary’ to see a comprehensive set of definitions for the metrics used in the Search Query Performance report. Each section can be expanded to provide additional details, ensuring that you have a clear understanding of the metrics and their significance.
Conclusion
The Brand Analytics Search Query Performance report is a valuable tool for brands enrolled in Amazon Brand Registry. By analyzing customer queries and the associated metrics, brands can gain insights into customer behavior, identify trends and opportunities, and make data-driven decisions to improve their performance in the Amazon store. We encourage all brands to explore the features and functionalities of this report, from suggesting updates to keywords to spotting new product opportunities. For more step-by-step instructions on other Brand Analytics reports, refer to our series of modules in Seller University. Thank you for reading, and happy selling in the Amazon store!