Overview

Amazon's Search Catalog Performance Dashboard provides brand-registered sellers with a detailed view of how their catalog performs throughout the search shopping funnel. This tool breaks down customer interactions from initial search impressions through clicks, add-to-cart actions, and purchases, giving sellers valuable data to understand and optimize their product visibility in Amazon search results.

Key Points / What Sellers Need to Know

• Brand Registry required — This dashboard is exclusively available to sellers enrolled in Amazon Brand Registry with a brand representative role. You must be internal to the brand and responsible for selling it on the Amazon store.
• Full funnel visibility — The dashboard tracks four key stages of the search journey: impressions, clicks, add-to-cart events, and purchases, all aggregated at the ASIN level.
• Search-specific data — Metrics reflect only activity originating from the search results page. Traffic from search page widgets such as editorial recommendations or other promotional placements is excluded.
• Organic and sponsored combined — The reported metrics combine both organic search results and sponsored ad placements that appear on search results pages.
• Per-ASIN reporting — Each row in the dashboard represents one ASIN's performance across all search queries for your selected time period.

How It Works

The Search Catalog Performance Dashboard aggregates data across all search queries for each ASIN in your brand's catalog over a chosen time period. Sellers can see exactly how many times their products appeared in search results (impressions), how often shoppers clicked through to the product detail page, how frequently items were added to cart, and ultimately how many purchases resulted from search traffic. The total number of products displayed in the dashboard will vary depending on the size of your catalog. This end-to-end funnel view helps sellers pinpoint where they may be losing potential customers in the search journey.

Access and Eligibility

To use this dashboard, you must be enrolled in Amazon Brand Registry and hold a brand representative role. The tool is classified as a brand benefit, so only authorized internal representatives of the brand can access it. If you cannot access the dashboard, visit the Brand Registry page and click the option to check your eligibility status. This process can help correct any issues and restore access to all brand benefits, including the Search Catalog Performance Dashboard. If you encounter a permissions error message, ask your Brand Registry administrator to grant you the appropriate permissions through the Brand Registry user management page.