Amazon Search Terms Report: Top Search Terms in Brand Analytics

The Amazon Search Terms Report in Amazon Brand Analytics shows the top search terms on Amazon for a given period. Today the report is called “Top Search Terms”; it used to be called “Amazon Search Terms”. In Seller Central you find it under Marketing › Brand Analytics › Search Analytics › Top Search Terms. Sellers and vendors use it to find the search terms that matter most for their business, analyze competitors and discover untapped opportunities.

With this data, you can optimize your listings and PPC campaigns. In this article, we show you what information the report contains and how to draw the right conclusions from it.

Key Data Points in the Amazon Search Terms Report

In the report, like anywhere else in Brand Analytics, you only ever look at the currently selected Amazon marketplace, e.g. Amazon.com. As the reporting range you choose daily, weekly, monthly or quarterly, and then the exact period. You can also filter by search term, by the most clicked products (up to 100 ASINs), by brand or by category.

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 is displayed directly on the page. You can also request a download file; finished files are in the Download Manager. In the week picker, the data goes back to August 2025 (calendar week 34/2025, as of October 2026).

Based on your filter criteria, the top search terms are always displayed in descending order of search frequency, together with the key figures below. Besides the three most clicked products, the report also shows the most clicked brands and categories for each search term.

The Search Frequency Rank

A Search Frequency Rank is displayed for each search term. Based on this rank, the top search terms on Amazon can be sorted by the number of searches in a certain period. Amazon does not disclose the exact search volume, so as a seller you never know how big the jumps between the individual ranks are. The report has no search volume column. The lower the rank, the more often the search term is searched for. A search term with a rank of 5 is therefore searched for more often than a search term with a rank of 6. The most searched term gets rank 1. Amazon publishes no total number of search terms per report. In the weekly report for Amazon.de we see roughly 500,000 to 600,000 search terms (as of October 2026).

Information about the top 3 most clicked products on Amazon

For each search term, the three most frequently clicked ASINs are shown for the selected period. For each of these ASINs, the report shows its click share and its conversion share as a percentage.

Click share

Unlike the click-through rate in PPC, the click share in the 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 the top 3 clicked ASINs can grab after a search. Amazon does not say whether only organic clicks count or also clicks on Sponsored Products.

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%.

Conversion share

Like the click share, the conversion share is a percentage. It counts purchases, not revenue: how often a particular product was purchased (after customers searched for a particular term), divided by all purchases for that search term.

It may happen, for example, that your product ends up in second place in the top 3 products because it has a lower click share than another product, but is still more successful because its conversion share is higher. According to Amazon, the conversion share can be higher than the click share. Conversion and click shares for the top Amazon search terms are category-specific and independent of each other.

Also, compare the click share to the conversion share. If you see a large difference between the two for a product, this could point to a poor conversion rate, for example. Examine the listing of the affected product and compare it with the competition. What does the competitor do differently or better? Is it just the price, or does the competitor convince with better images, for example?

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 search term field and you will get a list of all keywords that contain this 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 competitors in the search terms report: enter the ASINs (up to 100) in the field for the most clicked products. You will then see for which search terms your ASIN or the ASIN of your competitors is among the three most clicked products.

We have also written a Python script that finds interesting keywords based on the search terms report in seconds.

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 add the search terms you see after entering your competitor’s ASIN, 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.

Conclusion

The Amazon Search Terms Report offers countless opportunities for keyword research and competitive analysis. In Excel, you can run many more analyses, for example search for brands and look at their keyword set. You also learn a lot about Amazon’s buyers: keywords whose rank keeps getting lower (that is, they are searched more often) may point to new trends. Such analyses are possible when you compare two or more reports from different weeks. Combined with insights from the Market Basket Analysis, this report becomes a powerful tool for your Amazon niche.

FAQ about the Top Search Terms report

Does the report show the search volume?

No. The report only shows the Search Frequency Rank, the order of search terms by frequency. Amazon shows a search volume only in the Search Query Performance report, and there only for search queries in which your brand appears. Read more in our article on the Search Query Performance Report.

Is this the search term report from the advertising console?

No. Top Search Terms is part of Brand Analytics and shows the most searched terms of the whole marketplace, independent of your ads. Which search terms led to clicks on your ads is shown in the reports in the advertising console.

How far back does the data go?

In the week picker, the data goes back to calendar week 34/2025 (as of October 2026). If you need longer histories, download the reports regularly.