Amazon Search Terms report

Note: This feature is only available to sellers who own a brand. This seller must be internal to the brand and responsible for selling the brand on Amazon.

If you do not have access to this feature, you have not been identified as a seller who meets these criteria as defined by the Amazon Brand Registry. If you believe that you do fit these criteria, please contact Selling Partner Support.

The Amazon Search Terms report shows brand owners how customers (in aggregate) find their and their competitors’ products in the Amazon store.

What information is contained in the Amazon Search Terms report?

The Amazon Search Terms report shows the most popular search terms in the Amazon store during a given time period, along with each term’s search frequency rank and the top three products that aggregate customers clicked on after searching that term. For each of the top three products, the report also shows each product’s click share and conversion share.

Brand owners can look up a specific term to see the products that aggregate Amazon customers are clicking on after searching for that term, or they can search for a specific product to find out which terms are driving aggregate Amazon customers to click on that product.

The Search Terms report also shows brand owners their products that have dropped from the top three clicked ASINs for a given search term along with the click rank from the prior week. The table refreshes weekly. If the table is empty, this indicates either of the following:

No products have fallen from the top three clicked ASINs for any of the search terms in the current week versus the prior week.
There were no products in the top three clicked the prior week.

What is search frequency rank?

Search frequency rank is the numeric rank of a specific search term’s popularity when compared to all other search terms during a given time period.

What are click share and conversion share?

Click share is a percentage determined by the number of times Amazon customers (in aggregate) clicked on a particular product after searching for a given term, divided by the total number of times Amazon customers (in aggregate) clicked on any product after searching for that term.

Similar to click share, conversion share is a percentage determined by the number of times Amazon customers (in aggregate) bought a particular product after searching for a given term, divided by the total number of times Amazon customers (in aggregate) bought any product after searching for that term. Click share and conversion share are independent of one another, and conversion share can be higher than click share.

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