Amazon now shares more search data with sellers. Here’s how to get it.

Analyze your Amazon search performance with new features in the Brand Analytics dashboards: downloadable data, ASIN-level details, and actionable search insights.

We understand brands need to strategize and assess marketing campaigns to identify what works well for acquiring new customers and sales. It’s fundamental to the success of your business in Amazon’s store. We’ve made a few improvements to Brand Analytics search dashboards to help make your business even more successful.

Search analytics dashboards: A brief intro

If you haven’t used search analytics dashboards yet, let me start there. These dashboards give brands insights on catalog performance and how customers find your products in Amazon search results.

The search catalog performance dashboard and search query performance dashboard can help you better understand your sales funnel at the brand and product level by identifying conversion issues or drop-off points where you may be losing customer attention. This data can help you make business decisions quickly and optimize your product listings or marketing campaigns as necessary.

Brand Analytics Lead Image - lo-fi illustration
Make smarter, faster business decisions with Amazon Brand Analytics
Building a brand isn’t easy, but data-driven insights can make it a little easier. Feed your data cravings with a growing number of reports available from the Brand Analytics dashboard in Seller Central. Amazon Brand Analytics is offered to brand owners enrolled in Brand Registry at no additional charge.


New features for Amazon Brand Analytics

The Brand Analytics tool now features more search performance insights to provide you anonymized data to better understand customers’ interests and shopping choices:

  • The ASIN-level view of the search query performance dashboard is available now for brands in the US Amazon store (“ASIN” is stands for “Amazon Standard Identification Number,” and every product offered for sale on Amazon gets an automatically generated ASIN).
  • The ability to download search query performance and search catalog performance data is coming soon, to give you more data and control over filters and sorting.
  • Actionable search insights, also coming soon, is a new dashboard with insights to help you identify opportunities to improve performance, informed by data such as the percentage of your queries ranking in the top 1–16 positions, and the percentage of your queries that are branded.
Pro Tip
Optimize your product listing for Amazon SEO
Amazon search engine optimization (SEO) is the process of optimizing product listings to help them rank higher in product searches on There are seven key parts of a product listing: Keywords, title, description, features (bullet points), images, back-end search keywords, and pricing.

The search query performance and search catalog performance dashboards will go beyond the U.S. to launch worldwide starting in September, which includes the Amazon stores in Canada, Mexico, United Kingdom, Germany, France, Italy, Spain, Netherlands, Sweden, India, Japan, Australia, Turkey, United Arab Emirates, Brazil, Singapore, and Kingdom of Saudi Arabia.

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