What Is Amazon's Search Query Performance Dashboard - And How Can FBA Sellers Use It to Drive Sales?

The Amazon Search Query Performance Dashboard is a powerful analytics tool, launched in early 2022. It gives Amazon brands and advertisers deeper insights into search term performance and analyzes the way shoppers search.

Amazon’s advanced search is becoming more useful for shoppers, and even more valuable for third-party sellers. But of particular importance is the search query performance report.

So why is Amazon’s search query report such a game-changer for sellers and marketers?

The dashboard lets both organic and paid brand share data based on actual search queries and Amazon’s first-party data. These analytics tell sellers what they could be doing better, and what is working well in terms of your targeting, SEO, consumer demand, and more.

Amazon keyword research is a vital part of success on the e-commerce platform, making this data invaluable for brands.

What Data Does the Amazon Search Query Report contain?

Amazon’s Search Query Report effectively paints a picture of the performance of all the top search terms related to your brand catalog. The data from Amazon Search Query Performance Report also gives you insight into your customers’ behavior throughout their shopping journey.

It even shows you a comparison of your brand’s performance against your competitors, and since this is all first-party data from Amazon, it’s highly accurate – and trusted. 

What data points does it reveal specifically, you ask?

Amazon search query reports include:

• Total number of search queries
• Impressions
• Clicks (organic and paid)
• Add-to-carts
• Purchases
• Brand share per search term/ASIN view with clicks
• Category price comparisons

How Does Amazon Search Query Performance Work & Who Is Eligible?

Amazon Search Query Performance provides data for each keyword, like search volume and rank. Next, it compiles that search query data into a Search Funnel, capturing critical performance metrics in every stage of the shopping journey. That includes clicks, impressions, cart-adds, and conversions.

These Search Funnels highlight vital data such as total searches and your brand’s count of the total searches. Even better, this process provides advertisers and brands with new opportunities for PPC targeting. 

RELATED: The Most Important Amazon Metrics You Need to Turn Data Into Profit

If you’re wondering what the requirements are to access Amazon’s Search Query dashboard, you simply need to be a brand-registered seller with Brand Analytics. Once those boxes are ticked, you’re on your way to capturing more insight for your business.

Why Search Performance Reports Matter & How to Use Them

Pulling performance data at the search level was impossible before this new functionality came about.  But with Amazon’s search query analytics, you can access both paid and organic search data for each search term.

This is the first time sellers know which keywords are converting without PPC–and the first time organic search insights are included. Amazon keyword research gives you a clear picture of their performance, individually and combined. 

That’s a really big deal.

Keep in mind, this information is specific to search results, not detail pages. Any sales generated through detail pages or widgets won’t be included. Nonetheless, being that this is first-party data means it’s coming from a trusted source. Most times, outside tools merely offer estimates.

This brings up another point: the emergence of the Amazon Search Query Performance means that third-party paid tools aren’t as needed. This equals less mental clutter and scattered monthly expenses.

With this gold nugget of data you’re getting through Amazon’s search report, you can discover long-tail keywords that you can then target with PPC advertising. You can adjust your campaigns to improve your PPC targeting and stop wasted ad spend and resources on low-impact keywords. Instead, you can focus on less competitive, more particular, and relevant terms, including niche keywords you (or your competitors) might have missed.

RELATED: Amazon PPC Strategy: A Beginner’s Guide to Weekly PPC Optimization

By doing this, you can increase conversion rate, and give yourself more opportunities for conversions and a greater chance of ranking higher.

But here’s the best part: When you improve your rank, you can increase your price. Soon, there is less competition ahead of you on the platform. It becomes a snowball effect once you’re getting more visibility, a higher sales velocity, and more reviews.

Just make sure your offer justifies the higher price, which will help your brand maintain integrity with customers. Matching price with quality is always the first step in the right direction of becoming a more profitable seller.

Alternatively, Amazon's advanced search report could reveal that your price is too high already. To confirm this, you can use pricing data analytics to see your price-to-category comparison, and consider lowering it to increase visibility and conversions, depending on your circumstances and findings. 

Also, keep in mind that Amazon prioritizes the best-priced products. 

Amazon Search Query Can Optimize Conversion & Marketing Strategies

It’s critical to understand conversion issues to optimize your marketing strategy. It’s like working a formula – what variable do you need to change to get the output you want, like more conversions?

Amazon Search Query Performance gives you just that. It allows you to learn where and why you’re losing potential buyers in the customer journey. Below are some helpful tips and techniques for how sellers can use this robust data to optimize their marketing strategy. 

• If you have a Low CTR,  try optimizing your title, main image, and more positive reviews and ratings.
• For Low Conversions, incorporate video content and optimize A+ content; also, answer common questions, and overcome any objections.

RELATED: How to Improve CTR & CVR: A Seller’s Guide to Amazon Search

According to Will Tjernlund from Goat Consulting, “It may be worth looking into…to determine if the issue is a low percentage of customers that are adding the product to the cart or if [it’s] a high percentage of customers failing to check out once the product is added to the cart. Once you know that, you can assess the detail page and update it accordingly.”

You can enhance your listings and A+ content by utilizing more relevant keywords, and see which search terms actually result in purchases. Then, you can evaluate your monthly and/or quarterly earnings to stay competitive and continuously improve your brand’s profitability.

 In today’s world of e-commerce, it’s incredibly important to have a knowledgeable picture of what your conversion issues are. Having access to that knowledge is the first step, and Amazon's advanced search data can help you in that department.

The next step is to adjust your marketing strategies accordingly. You want to work the equation until you’re able to increase sales and conversions–and to repeat what works for moving more product.