Overview

Amazon has rolled out two fresh dashboards inside Brand Analytics—Search Catalog Performance and Search Query Performance—giving brand‑registered sellers a native view of every stage of the shopper’s search journey. Launched this month, the tools combine impression, click, cart‑add and purchase data for individual ASINs and for the search terms that drive traffic, eliminating the need for external analytics platforms.

Key Points

• Two new dashboards — Search Catalog Performance and Search Query Performance are now live in Brand Analytics for all Brand Registry participants.
• Full‑funnel metrics — Both views track impressions, clicks, add‑to‑cart actions and purchases, letting sellers see exactly where shoppers drop off.
• First‑party data — All numbers come directly from Amazon’s own systems, offering higher accuracy than third‑party estimates.
• Product‑first and query‑first perspectives — One dashboard starts with the ASIN, the other starts with the search term, providing complementary insights.
• Immediate availability — The dashboards update regularly and cover Amazon’s major marketplaces without additional cost.

How the Dashboards Work

1. Select a view — In Brand Analytics, choose either the Search Catalog Performance or the Search Query Performance tab. For example, a seller of kitchen gadgets clicks the catalog tab to see metrics for each product SKU.
2. Define the scope — Pick a single ASIN, a group of ASINs, or the entire catalog; alternatively, enter a specific search term or view the full list of terms. A seller might filter to the “Stainless Steel Blender” ASIN to examine its funnel, or to the query “quiet blender” to see which products appear.
3. Review funnel data — The dashboard displays four columns—impressions, clicks, add‑to‑cart events, and purchases—aligned with the chosen scope. For instance, the catalog view may show 120,000 impressions, 4,800 clicks, 1,200 carts, and 900 purchases for the blender.
4. Identify drop‑off points — Compare the numbers to spot where conversion falls. If clicks are high but carts are low, the seller can infer pricing or detail‑page issues.