Overview

Amazon's Search Terms report is a powerful Brand Analytics tool that reveals how shoppers discover products in the Amazon store. Available exclusively to brand-registered sellers, this report provides aggregated data on the most popular search terms customers use, which products they click on, and how often those clicks turn into purchases. For sellers looking to optimize their product visibility and understand competitive positioning, this report is an essential resource.

Key Points / What Sellers Need to Know

• Brand Registry required — The Search Terms report is only accessible to sellers enrolled in Amazon Brand Registry who have been assigned a brand representative role. If you cannot access it, check your eligibility status in your Brand Registry settings.
• Aggregated customer data — The report shows how customers collectively behave after entering search terms, not individual shopper activity. This makes it useful for identifying broad trends rather than tracking specific buyers.
• Top three products highlighted — For each search term, Amazon surfaces the three most-clicked products along with their click share and conversion share, giving you a snapshot of which ASINs dominate for any given keyword.
• Weekly refresh cycle — The data updates on a weekly basis, so sellers should check in regularly to spot trends and shifts in customer search behavior.
• Dropped ASIN tracking — The report flags when your products have fallen out of the top three clicked positions for a search term compared to the prior week, helping you catch declining visibility early.

How the Search Terms Report Works

The Search Terms report ranks the most popular search queries entered by Amazon shoppers during a selected time period. Each term is assigned a search frequency rank, which is a numerical ranking of that term's popularity relative to all other search terms during the same period. A lower rank number means higher popularity. For each search term, the report displays the top three products that customers clicked on most frequently after entering that query. Sellers can approach the data from two directions: look up a specific search term to see which products shoppers gravitate toward, or search for a specific ASIN to discover which keywords are driving traffic to that product.