Amazon Search Query Performance Report Analyzer

Amazon's Brand Analytics Search Query Performance report provides sellers with valuable data about how customers find and interact with products through search. However, raw data alone can be overwhelming. Our tool transforms this data into actionable insights, helping you understand search performance and identify opportunities for growth.

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Overview

This tool analyzes Amazon Brand Analytics Search Query Performance data through:

• Performance Metrics: Comprehensive overview of impressions, clicks, basket adds, and purchases
• Conversion Analysis: Detailed breakdown of conversion rates at each stage of the customer journey
• Query Insights: Identification of top-performing search terms and opportunities
• Visual Analytics: Interactive charts and visualizations for intuitive data exploration
• Opportunity Scoring: Algorithmic identification of high-potential search queries

How It Works

1. Upload your Search Query Performance Report CSV file through the file uploader
2. The dashboard automatically extracts your brand name and processes the data
3. Navigate through different sections to explore various aspects of your search performance

Key Sections Explained

Metrics Overview

The first section provides a bird's-eye view of your performance with two important tables:

The Metrics Overview table shows:

• Total impressions, clicks, basket adds, and purchases across all products
• Your brand's specific numbers for each metric
• Your brand's percentage share of the total

This helps you understand your overall market presence and share of customer attention.

The Rates Overview table displays:

• Click-Through Rate (CTR): How often impressions convert to clicks
• Add-to-Cart Rate: How often clicks lead to basket adds
• Purchase Rate: How often basket adds convert to purchases
• Conversion Rate: The overall click-to-purchase rate

For each rate, you can compare your brand's performance against the market average, with a clear indicator of the difference.

Interactive Scatter Plot

This visualization allows you to:

• Plot any two numeric metrics against each other
• Apply logarithmic scaling for better visualization of skewed data
• Filter queries by Search Query Score
• Hover over points to see detailed information about specific search terms

This helps identify outliers and understand relationships between different performance metrics.

Top Queries Analysis

Multiple tables highlight your top-performing queries across different metrics:

• Search Query Score (Amazon's relevance ranking)
• Search volume and impressions
• Brand impressions, clicks, basket adds, and purchases

These tables help you identify which search terms are most valuable for your brand.

Query Category Analysis

This section allows you to:

• Define custom categories based on keywords
• Compare performance across different product categories
• Visualize category-specific conversion rates

This helps understand how different types of products or search intents perform.

Performance Quadrant Analysis

The quadrant visualization plots your queries based on:

• Click Volume (horizontal axis)
• Conversion Rate (vertical axis)

Dividing the plot into four quadrants helps prioritize your efforts:

1. High Conversion, High Volume: Your star performers
2. High Conversion, Low Volume: Growth opportunities
3. Low Conversion, High Volume: Areas needing optimization
4. Low Conversion, Low Volume: Lower priority queries

Word Cloud Visualization

The word cloud provides a visual representation of your top-performing queries based on your chosen metric. Larger words appear more frequently in successful searches, helping identify common themes and patterns.

Opportunity Analysis

This final section calculates an "Opportunity Score" for each query based on:

• Total market demand (click volume)
• Your current brand share (room for growth)
• Conversion rate (proven purchase intent)

The resulting table and visualization highlight queries with the highest potential return on optimization efforts.

The tool

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Business Benefits

This dashboard transforms raw data into strategic insights by helping you:

1. Identify Valuable Keywords: Discover which search terms drive the most revenue
2. Optimize Listings: Focus on improving visibility for high-opportunity queries
3. Benchmark Against Competition: Understand how you perform relative to the market
4. Prioritize Efforts: Focus resources on queries with the highest potential return

Even more data in AMALYTIX

If you are interested in more comprehensive information and deeper insights into the Search Query Performance Report, AMALYTIX offers effective support with its new analysis functions.

Our feature allows you to display aggregated key figures such as clicks and conversions over freely selectable time periods - ideal for recognizing seasonal fluctuations or long-term trends.

Thanks to precise filter options by brand and multiple ASINs (instead of just one as in Seller Central), you can analyze your data in a targeted manner.

In addition, historical data can be collected and compared over longer periods of time - a clear advantage for strategic decisions.

With AMALYTIX you not only maintain an overview, but also gain real competitive advantages.

Conclusion

The Amazon Search Query Performance Dashboard transforms complex Brand Analytics data into clear, actionable insights. By visualizing your search performance and identifying opportunities, this tool helps you make data-driven decisions to improve your Amazon presence and drive growth.

Whether you're looking to optimize existing listings, identify new product opportunities, or better understand customer search behavior, this dashboard provides the insights you need to succeed in Amazon's competitive marketplace.