Here’s a small challenge for you:
You have a product that you want to sell on Amazon. How would you find out the top three listings that get the most clicks for the main set of keywords for that product for your target marketplace? Remember, we are looking for the exact ASINs. Go!
It’s not easy, right? In fact, it’s nigh impossible. No third-party seller tool reports that accurately.
But what if we tell you there is a way to find that out, and that too from the horse’s mouth—Amazon itself?
Enter the Amazon Search Terms report!
The Amazon Search Terms report is a Brand Analytics tool that gives you insights into how customers search for your and your competitors’ products on the Amazon marketplace during a given time period. You can use the report to find out the most popular search terms for your product, the top three ASINs that get the most clicks for those search terms, and the click and conversion shares for each of the top three reported ASINs.
All search terms in the Amazon Search Terms report are sorted by search frequency rank (SFR)—not the actual search volume, which is a measure of a search term’s popularity compared to all other related and non-related search terms on a given marketplace. The lower the SFR, the more popular the search term.
The Search Terms report contains fifteen columns, including:
Each of these columns can be grouped under three main sections: i) target department or marketplace, ii) search terms and search terms analytics, and iii) popular ASINs and popular ASINs’ click and conversion data. Below is a screenshot of an Amazon Search Terms report for the US marketplace, with the three sections highlighted in blue, green, and red, respectively:
Besides containing information on the latest search and consumer behavior trends, the search terms report also has a tab showing the products that dropped out from the top three positions for most clicks for a given search term in the last week.
Any seller enrolled in the Brand Registry program on Amazon can use the Search Terms report by accessing the Brand Analytics feature through their Seller Central. In case, if you are unsure of your eligibility, visit the Brand Benefit Eligibility page to check your status.
It’s worth noting that Amazon doesn’t make the Search Terms report available to developers who may want to sync the data with third-party seller tools via the Amazon API, keeping the information private and confidential. Remember the challenge we gave you at the start of the blog? *Wink*
Yes, Amazon Brand Analytics is free to use for all registered brand owners on the marketplace. You don’t need to pay any sign-up or maintenance fee to access the feature or the Search Terms report.
This brings us to us our next important question:
The Amazon Search Terms report is a simple yet extremely powerful tool that can be used in many different ways.
Note: The Search Terms report may not always show you all the top Amazon search terms for a product. That’s why you should only use it as a supporting keyword research tool and not a primary keyword tool.
There is a variant of the Search Terms report available inside Seller Central that you can use to view the customer search terms that drive the most impressions and clicks for your Amazon ad campaigns. It’s called the Amazon Advertising Search Term report.
Unlike the standard Search Terms report, which gives you a bird’s eye view of the overall Amazon marketplace, the Advertising Search Term report data is exclusive to your—advertised—products. While this seems to limit the scope of the available information, the Amazon Advertising Search Term report can be a goldmine for any seller looking to optimize their Amazon PPC campaigns.
You can access the Advertising Search Term report from the Advertising Reports section under the Reports menu on the main Seller Central dashboard. Amazon conveniently groups the findings under Amazon Sponsored Products Search Term report, Amazon Sponsored Brands Search Term report, and Amazon Sponsored Brands Video Search Term report, based on your campaign type. Simply select the report most relevant to you, specify the reporting period, and you are all set.
The Advertising Search Term report has the following columns:
You might wonder, does that make the Advertising Search Term report any different from the Targeting report on Amazon?
The Amazon Targeting report is very similar to the Advertising Search Term report. So much so that they even have the same columns. However, the Targeting report doesn’t contain information about the customer search terms and instead shows the keywords you’ve targeted in your ad campaign.
To download the Amazon Search Terms report, follow these steps:
You can open the Amazon Search Terms report in Microsoft Excel or any other program that supports CSV file format for offline viewing.
Sometimes, you might get an error when downloading the Amazon Search Terms report. It would show requesting, but the report won’t download. If you ever happen to experience this issue, simply clear the cookies and try downloading the file again. This should fix the error. In some cases, switching the browser also works.
Amazon updates the Search Terms report every week, ensuring you get the latest search and click trends for the products listed on the marketplace.
Amazon may not show any keywords in the dropout section of the Search Terms report when there have been no changes in the rankings of the top three clicked ASINs during the last week.
Search terms are what your customers type in the Amazon search bar when searching for a product. Meanwhile, keywords are what you use in your ad campaigns to determine which search terms your ads should appear against.
All in all, the Brand Analytics Search Terms report is a treasure trove for sellers looking for keyword data and insights into consumer trends. This information, when paired up with other data sets, can help you strategize for your Amazon product launch and store optimization activities effectively.
Here, at ZonGuru, we make third-party research and reporting tools. Our tools can be used as standalone solutions combined with the various available Seller Central features like the Search Terms report to provide actionable insights that drive the most value for your Amazon business. Sign up for a quick free demo to learn how ZonGuru can help you succeed on Amazon.
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