Overview

Amazon has introduced two new search dashboards inside Brand Analytics, giving brand-registered sellers end-to-end visibility into how shoppers discover, evaluate, and purchase their products through search. The dashboards surface funnel metrics — from impressions through purchases — at both the product and query level, making it significantly easier to pinpoint where potential customers drop off and which search terms drive the most valuable traffic.

What's New

• Product Search Metrics Dashboard — Aggregates impressions, clicks, cart adds, and purchases at the product level across Amazon search results
• Query-to-Product Attribution Dashboard — Maps specific search queries to individual ASINs, showing which terms actually lead shoppers to each product
• Full-funnel behavioral data — Combines demand and behavior signals so sellers can diagnose conversion problems at every stage of the shopping journey
• Catalog quality signals — Pairs behavioral metrics with demand data to highlight listing issues that may be suppressing conversions

Product Search Metrics Dashboard

The first dashboard takes a product-centric approach. Instead of forcing sellers to analyze keywords one at a time, it rolls up core shopping metrics — impressions, clicks, cart adds, and purchases — for each product across all of Amazon search. Sellers can quickly spot products that earn strong visibility but fail to convert, or items that convert well but lack the impression volume needed to scale.

The funnel view is where this tool becomes especially useful. A product receiving healthy impressions and clicks but few cart adds may have a pricing or content problem on its detail page. Strong cart adds paired with low purchases could point to Buy Box loss or shipping disadvantages. Having every metric in a single view eliminates the old workflow of stitching together data from business reports, advertising search term reports, and separate Brand Analytics tools.

Query Attribution Dashboard

The second dashboard flips the perspective, starting with the search queries customers type and mapping them to the specific ASINs they ultimately visit and buy. For every query that leads a shopper to a seller's product, the dashboard breaks out performance at the ASIN level — answering the perennial question of what customers are actually searching for when they land on a given listing.