Amazon has significantly enhanced its Brand Analytics dashboard with two groundbreaking features designed to help sellers better understand and optimize their organic traffic performance. The new "Search Catalog Performance" and "Search Query Performance" tools provide unprecedented visibility into keyword effectiveness and conversion pathways.
1. Search Catalog Performance: Comprehensive Keyword Insights
The "Search Catalog Performance" dashboard offers a holistic view of how products perform across different search terms, moving beyond simple keyword ranking to analyze actual buyer behavior. Sellers can now access critical metrics including:
- Impressions: How frequently products appear in search results for specific keywords
- Clicks: The number of times buyers click on product listings
- Add-to-Cart: Indicators of purchase intent when items are added to shopping carts
- Purchases: Final conversion numbers showing which keywords drive actual sales
This data enables sellers to evaluate keyword effectiveness, understand buyer search patterns, and optimize listings to improve visibility and conversion rates.
2. Search Query Performance: Tracking Organic Conversion Paths
The "Search Query Performance" dashboard specifically identifies which search terms ultimately lead to product purchases, providing systematic analysis of organic order conversions. This previously difficult-to-track information now helps sellers:
- Identify high-converting organic search terms
- Compare conversion performance across different ASINs
- Understand natural traffic sources to develop more effective strategies
By leveraging these insights, sellers can refine their keyword strategies, improve search rankings, and reduce dependence on paid advertising.
3. Expanded Brand Analytics Capabilities
Beyond these new features, Brand Analytics offers additional tools for brand growth available to registered brand owners at no additional cost:
- Opportunity Explorer (U.S. marketplace): Provides consumer demand and selection data to inform product development decisions
- Advanced Search Functionality: Delivers aggregated data including search volume trends, popular terms, pricing benchmarks, and review metrics
4. Getting Started With Brand Analytics
The platform's intuitive interface makes it accessible even for new sellers. Basic requirements include:
- Completed brand registration
- Access to the Brand Analytics section in Seller Central
- Regular review of performance metrics to inform optimization strategies
The enhanced Brand Analytics tools represent Amazon's continued investment in providing sellers with robust, official data sources to support business decisions and brand development.