Brand Analytics and Search Query Performance: mining Amazon’s own data

Brand Registry’s quietest benefit is data: Amazon shows registered brands how customers actually search, click and buy across the category, intelligence sellers spent years guessing at. Most brands open these reports once, nod, and never operationalise them. The difference between having the data and using it is a short list of weekly questions.

Know the instruments

Brand Analytics bundles several views: top search terms with click and conversion concentration, market basket (what is bought with yours), repeat purchase behaviour, and demographics where available. Search Query Performance goes deeper on your own products: for each query, impressions, clicks, basket adds and purchases, yours versus the market’s, a funnel per search phrase. Together they answer where demand lives, where you win it, and precisely where you lose it.

Question 1: where does the category’s demand actually concentrate?

The top-search-terms view ranks the phrases that matter and shows how concentrated clicks are on the leading products. This is market-sizing for free: which phrases carry the volume, how locked up each one is, and where a challenger has a realistic entry. Aim launch and advertising investment at terms with volume you can plausibly convert, not vanity head terms owned by review moats.

Question 2: where in the funnel do we leak?

Search Query Performance splits each phrase into stages, and the stage that under-indexes names your problem. Impressions low: an indexing or relevance gap. Clicks low against impressions: main image and price versus the shelf. Basket adds low against clicks: the listing is not closing, look at imagery depth, bullets, reviews. Purchases low against adds: price, delivery promise or availability at the moment of truth. One report, and the vague feeling that a product underperforms becomes a specific repair ticket.

Question 3: what do our customers buy around us?

Market basket data shows real bundle behaviour: what lands in baskets with your products. That drives range architecture (the second product subscribers add), A+ comparison modules that cross-sell your own range instead of losing the shopper to search, and honest competitive framing, because the products bought instead of yours are named too.

Build the weekly ritual

• Track your defined term set in Search Query Performance: share and funnel stage, week on week.
• Flag any term where a competitor’s share jumped: something changed, find it while it is fresh.
• Feed advertising: rising queries into campaigns, converting queries into exact match, waste into negatives.
• Feed the roadmap: recurring queries you cannot serve are the category telling you what to build.

Go deeper

• What does Brand Registry actually unlock?
• Keywords vs search terms: what is the difference?
• Amazon SEO: how ranking actually works