Overview

Amazon has introduced a new "Search Query Details" view within its Search Query Performance dashboard, giving brand-registered sellers the ability to compare their ASIN performance head-to-head against the top 10 competing ASINs for any search query. The update transforms what was already a valuable Brand Analytics tool into a direct competitive benchmarking resource spanning the full search funnel.

What's New

• ASIN-Level Competitive Comparison — View how a selected ASIN performs relative to the top 10 ASINs for any given search query in a single dashboard
• Query ASIN Score — A new composite ranking metric that factors in impressions, clicks, cart adds, and purchases across the entire search funnel
• Flexible Reporting Periods — Analyze competitive data across weekly, monthly, and quarterly time frames to spot trends and seasonal shifts
• Pricing and Listing Quality Benchmarks — Compare your pricing and detail page quality directly against category competitors using Amazon's first-party data

How the Dashboard Works

The new feature lives inside the existing Search Query Performance dashboard in Seller Central. Sellers select the "ASIN view" tab, choose a specific search query, and see a side-by-side breakdown of their product's performance against the top-ranking ASINs for that term. Rankings are determined by the new query ASIN score, which weighs performance across the entire customer journey from initial impression through completed purchase.

This is a meaningful step beyond the original Search Query Performance tool, which provided broad query-level data about how customers discover products. The update narrows the focus to individual ASINs and introduces direct competitor comparisons that were previously only possible through third-party tools — and even then without the accuracy of Amazon's own data.

Understanding the Query ASIN Score

The query ASIN score is the central new metric sellers should focus on. Rather than relying on a single data point like click-through rate, it synthesizes multiple signals: how often an ASIN appears in search results for a query, how frequently shoppers click on it, how often they add it to cart, and how many actually complete a purchase.