How to Use the Amazon Brand Analytics Search Terms Report

Most keyword tools guess at Amazon search volume. Brand Analytics does not have to guess. It is Amazon’s own data, free for brand owners, and the Search Terms report inside it is one of the most useful reports any seller can open.

If you have Brand Registry and you are not using it, you are leaving easy insights on the table. Here is how to read it and what to do with it.

Where to find it

In Seller Central, go to Reports, then Brand Analytics. You need to be the brand owner enrolled in Brand Registry. Open the Amazon Search Terms report.

What the report shows

• Search term. The exact phrase shoppers typed.
• Search frequency rank. How popular the term is compared with every other term. Rank 1 is the most searched term on Amazon.
• Top three clicked products. The three ASINs that got the most clicks for that term.
• Click share and conversion share for each of those three products.

You can view it by week, month or quarter, and filter by department.

Five ways to use it

1. Find and rank your keywords

Search for your main product word. You will see every related term and how popular it is. Use this to choose the main keyword for your title and to spot supporting phrases for your bullets. It pairs well with the steps in our keyword research basics guide.

2. See who owns each search

The top three clicked products tell you who is winning each search. If one competitor holds a big share of clicks and conversions, study their listing. What do their images, title and price do better than yours?

3. Spot trends early

Compare search frequency rank over several weeks. A term climbing fast is a trend. Add it to your ads and listing before competitors notice.

4. Find gaps

Look for popular terms where the top products have low conversion share. Shoppers search but do not love what they find. That can be an opening for your product, or even an idea for a new one.

5. Check your own position

Search for your ASIN in the report. If your product appears in the top three for some terms, note them. Protect those terms with ads, and push for more.

Turn insights into action

• Add rising terms to exact match campaigns.
• Update titles and bullets with the terms that matter most.
• Add less common synonyms to your backend search terms.
• Study competitor listings that win high click share and improve your weak spots.

A note on limits

The report shows rank, not exact search numbers. And it only shows the top three products per term. Use it to compare and prioritize, then check results in your own ad data.

The bottom line

The Search Terms report is free, real and updated often. Check it every month, and every week during busy seasons. If you want help turning this data into a plan, see our reporting and dashboards service or request a free audit.

FAQs

Who can access Amazon Brand Analytics?

Brand owners enrolled in Amazon Brand Registry, plus vendors. Authorized agents of the brand may not have access.

What is search frequency rank?

It shows how popular a search term is compared with all other terms on Amazon. A lower number means more searches.

Does Brand Analytics show search volume?

No. It shows a rank, not the exact number of searches. Use it to compare terms against each other.