Overview

Amazon has rolled out an ASIN comparison capability inside the Search Query Details dashboard, available to sellers enrolled in Brand Registry. The new view lets merchants line up their own product’s performance against the ten highest‑ranking competitors for any chosen search term. This side‑by‑side analysis gives brand owners a clearer picture of where they stand in the search funnel and why the feature matters for advertising and organic strategy.

Key Points

• Top‑10 competitor view — For any query you select, the dashboard now displays the performance metrics of the ten leading ASINs together with your own, making it easy to see who dominates the keyword.
• Composite ASIN score — Amazon calculates a ranking score that blends impressions, clicks, add‑to‑cart actions and purchases, so the list reflects overall funnel strength rather than a single metric.
• Adjustable time windows — You can switch between weekly, monthly and quarterly reporting periods, allowing quick checks of recent changes or longer‑term trend analysis.
• Dedicated ASIN View tab — The comparison interface lives in its own tab within Search Query Details, keeping the new data separate from the traditional query‑level charts and preventing clutter.
• Brand‑registry access only — The feature is gated to sellers who have completed Brand Registry, ensuring that only verified brand owners can see competitor details tied to a specific search term.
• Funnel‑focused insights — By juxtaposing impressions, clicks, cart adds and purchases for each competitor, the tool highlights precise drop‑off points—such as high impressions but low clicks—that signal where a listing may need visual or pricing tweaks.

How the ASIN Comparison Feature Works

1. Open the ASIN View tab — From the Brand Analytics menu, select Search Query Details and click the newly added “ASIN view” tab. For example, a seller of waterproof backpacks would land on a screen that lists their own ASIN alongside the nine strongest competitors for the chosen keyword.
2. — Use the drop‑down or search box to enter the exact phrase you want to evaluate, such as “lightweight hiking backpack.” The dashboard then pulls the top‑ten ASINs that Amazon’s algorithm currently ranks for that phrase.