Overview

Amazon has added an ASIN‑level comparison view to the Search Query Performance dashboard in Seller Central. The feature, available only to brand‑registered sellers, lets you line up your product’s metrics against the ten highest‑ranking ASINs for any search term. By exposing impressions, clicks, cart adds and purchases for competitors, the tool offers a quick way to gauge where your listing stands across the entire purchase funnel.

Key Points

• Top‑10 benchmark — The dashboard displays the performance of the ten best‑selling ASINs for a chosen keyword, allowing side‑by‑side comparison with your own listing.
• Composite ASIN score — Rankings are based on a weighted score that combines impressions, clicks, add‑to‑cart events and purchases, giving a holistic view of conversion strength.
• Multiple time frames — Sellers can switch between weekly, monthly and quarterly windows to spot short‑term spikes or seasonal trends.
• Pricing intelligence — The view surfaces competitor price points, making it easy to see if you are above, below or on par with the market average for that term.
• Listing quality signals — Metrics such as image count, bullet‑point length and presence of A+ Content are highlighted, pointing out gaps in your own detail page.

How the ASIN Comparison Tool Works

1. Open the Search Query Performance dashboard — Navigate to Brand Analytics, select the “Search Query Performance” tab, and click the newly added “ASIN view” sub‑tab. For example, a seller of stainless‑steel water bottles would open the dashboard and choose the keyword “insulated water bottle.”
2. Select a search term and your ASIN — From a drop‑down list, pick the exact query you want to analyze and then choose your product’s ASIN. The system then pulls the ten competing ASINs that Amazon has identified as top performers for that term.
3. Review the composite scores and funnel metrics — Each competitor is shown with a numeric score and the four underlying figures (impressions, clicks, cart adds, purchases). A seller might see that a rival’s ASIN has a lower impression count but a much higher click‑through rate, indicating stronger listing content.