How to Use Amazon's Search Terms Report to Understand Customer Shopping Behavior
Amazon's Search Terms report reveals the most popular customer search queries, top-clicked products, and conversion data. Available only to Brand Registry members, it helps sellers optimize keyword targeting and monitor competitive positioning.
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.
Analysis & Recommendations
Why This Matters
Understanding which search terms drive clicks and conversions helps sellers optimize listings, target better keywords in PPC campaigns, and respond quickly when their products lose visibility for important search queries.
Key Takeaways
- The report ranks search terms by popularity and shows the top three clicked products for each term
- Click share and conversion share are independent metrics — conversion share can exceed click share
- A weekly comparison table alerts you when your products drop out of the top three for any search term
- Access requires Brand Registry enrollment and a brand representative role
Recommended Actions
- →Review the Search Terms report weekly to identify high-traffic keywords relevant to your products and adjust PPC bids accordingly
- →Monitor the dropped ASINs table to catch early signs of declining keyword visibility and take corrective action
- →Use the ASIN lookup feature to discover which search terms are driving traffic to your top competitors and incorporate those terms into your listing optimization strategy
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