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The Amazon search terms report explained in detail

03/19/2021 • Reading time: ca. 6 min • by Trutz Fries

Amazon Brand Analytics Search Terms Report Preview
Figure 1: Search terms report preview

Amazon provides a report in Amazon Brand Analytics (opens new window) that shows the top search terms within a certain time period. With the help of the Amazon Search Terms report, you as an Amazon Seller or Vendor can identify the most important search terms for your business and then optimize your listings (opens new window) or PPC campaign (opens new window) with them. In this article we will show you what information the report contains and how you can draw the right conclusions from it.

What information does the report provide about Amazon search terms?

In the search terms report - like anywhere else in Brand Analytics (opens new window) - 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

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 do you find the search terms that are relevant to you?

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 for similar terms
Figure 2: Search for similar terms e.g. "Sonnebrille (german)"

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..

Search based on similar products
Figure 3: Search based on similar products

How can you use the keywords report for your Amazon PPC campaigns?

Besides listing optimization, you can also use the report to optimize your PPC campaigns (opens new window). 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 (opens new window) 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

However you use the report, the possibilities are wide-ranging. Especially within Excel, you can do a lot more analysis. For example by searching for brands in the Excel sheet and afterwards taking a close look at their keyword set! Furthermore, you can learn a lot about Amazon's buyers. Keywords whose search rank is increasingly decreasing may indicate new trends. Such analyses are possible if you correlate two or more reports of different weeks.

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