Here's a little challenge for you:
You have a product that you want to sell on Amazon. How would you find out the top three listings that get the most clicks on that product's primary keyword set for your target market?
It's not easy, is it? In fact, it's almost impossible. No third-party seller tool reports accurately.
But what if we told you there was a way to find out, and it was from a horse's mouth — what about Amazon itself?
Enter the Amazon Search Term Report !
What is the Amazon Search Term Report?
The Amazon Search Term Report is a brand analytics tool that gives you insight into how customers are searching for your and your competitor’s products on the Amazon marketplace over a given time period . You can use this report to find the most popular search terms for your product, the top three ASINs that received the most clicks for those search terms, and the click and conversion shares for each of the top three ASINs reported.
All search terms in the Amazon Search Terms report are sorted by Search Frequency Rank (SFR), rather than actual search volume, which is a measure of a search term's popularity compared to all other relevant and non-related search terms in a given market index. The lower the SFR, the more popular the search term.
What information does the Amazon search terms report contain?
The Search Terms report contains fifteen columns, including:
2. Search terms
3. Search frequency ranking
4. #1 Clicked ASIN
5.#1 Click on the ASIN product title
6.#1 Clicked ASIN Click to share
7. #1 ASIN conversion share of clicks
8. #2 ASIN clicked
9.#2 Click on the ASIN product title
10.#2 Clicked ASIN Click to share
11. #2 ASIN conversion share clicked
12. #3 ASIN clicked
13.#3 Click on the ASIN product title
14.#3 Clicked ASIN Click to share
15. #3 ASIN Conversion Share of Clicks
Each of these columns can be broken down into three main sections: i) target sector or market, ii) search terms and search term analysis, and iii) popular ASINs and click and conversion data for popular ASINs. Below is a screenshot of the Amazon Search Terms report for the U.S. market, with three sections highlighted in blue, green, and red:
In addition to including information about the latest searches and consumer behavior trends, the Search Terms report also has a tab that shows which products fell out of the top three with the most clicks for a given search term in the last week .
Who Can Use the Amazon Search Terms Report?
Any seller enrolled in Amazon's Brand Registry program can use the Search Term Report by accessing the Brand Analytics feature through their Seller Central . If you are unsure of your eligibility, please visit the Brand Benefit Eligibility page to check your status.
It's worth noting that Amazon doesn't provide search term reports to developers who might want to sync data with third-party seller tools via the Amazon API, keeping the information private. Remember the challenge we gave you at the beginning of the blog? *winks*
Is Amazon Brand Analytics Free?
Yes, Amazon Brand Analytics is free to use for all registered brand owners in the marketplace. You don't need to pay any registration or maintenance fees to use this feature or the search term report.
This brings us to the next important question:
What can you do with the search terms report?
The Amazon Search Term Report is a simple yet extremely powerful tool that can be used in many different ways.
Looking for your next golden product – Want to launch a new product but can't think of any interesting niche? Use the Amazon Search Terms Report to find popular products and categories on Amazon. Scan for search terms with a higher SFR to see if you can find your next golden product idea.
Generate Keyword Ideas for Your Listings – Create your product detail pages and want to make sure popular keywords are well covered? Put your primary keyword in the search term filter section of the report and generate a list of winning keywords for both the front and back end of your product listing.
Dive into customer analytics – what do your customers like? What drove them to click on the listing and make a purchase? Amazon Search Terms report analysis may help you uncover any issues. Check which products in your niche get the most clicks and conversions. Study their listing titles. Check out the type of images they use. Go through their gist. Check out their A+ content. Learn, adapt and implement.
Note: The Search Terms report may not always show you all of the top Amazon search terms for your product. This is why you should only use it as a secondary keyword research tool and not your primary keyword tool.
Amazon Search Term Report vs. Amazon Advertising Search Term Report vs. Other Advertising Reports
Seller Central offers a variation of the search terms report that you can use to view the customer search terms that drive the most impressions and clicks for your Amazon Advertising campaigns. It's called the Amazon Advertising Search Term Report .
Unlike the Standard Search Term Report, which gives you a bird's-eye view of the entire Amazon marketplace, the Ad Search Term Report data is specific to your (promoted) products. While this may seem to limit the scope of information available, the Amazon Advertising Search Term Report is a goldmine for any seller looking to optimize their Amazon PPC campaigns .
You can access the Ad Search Terms report from the Ads Reports section under the Reports menu on the main Seller Central dashboard . Amazon conveniently groups the findings under the Amazon Sponsored Products Search Term Report, Amazon Sponsored Brand Search Term Report, and Amazon Sponsored Brand Video Search Term Report, depending on the type of your advertising campaign. Simply select the report that is most relevant to you, specify the reporting period, and you are all set.
The Ad Search Terms report contains the following columns:
ad group name
customer search term
click-through rate (CTR)
cost per click (CPC)
total return on investment
Advertising SKU Unit
Other SKU units
Advertising SKU Sales
Other SKU sales
You might be wondering, does this make the ad search term report any different than the targeting report on Amazon?
The Amazon Targeting report is very similar to the Advertising Search Term report. So much so that they even have the same columns. However, the Targeting Report does not contain information about customer search terms, but instead shows the keywords you targeted in your campaign.
How to Download the Amazon Search Terms Report
To download the Amazon Search Terms Report, follow these steps:
1. Log in to your seller center
2. Go to the "Brand" section in the main menu and select "Brand Analytics" from the drop-down menu
3. Next, click on the Amazon Search Terms tab at the top of the Brand Analytics dashboard
4. Select your preferred market (sector) and reporting period to view the Amazon search terms report in the Ads Console. You can also download reports for offline use.
What program can you use to view downloaded Amazon search term reports?
You can open the Amazon search terms report in Microsoft Excel or any other program that supports the CSV file format for offline viewing.
Error Downloading Amazon Search Term Report – How To Fix It!
From time to time, you may encounter errors while downloading the Amazon search terms report. It will display the request but not download the report. If you happen to encounter this problem, just clear your cookies and try downloading the file again. This should fix the bug. Switching browsers may also work in some cases.
Frequently Asked Questions About the Amazon Search Term Report
How often does Amazon update the search term report?
Amazon updates the Search Term Report weekly, ensuring you get the latest search and click trends for the products listed on the marketplace.
Why are keywords not showing in the missing section of my Amazon search terms report?
Amazon may not show any keywords in the missing section of the search terms report if there is no change in the ranking of the top 3 most clicked ASINs in the last week.
What is the difference between a search term and a keyword on Amazon?
Search terms are what your customers type into the Amazon search bar when they are searching for a product. Meanwhile, keywords are what you use in your advertising campaigns to determine for which search terms your ad should appear.
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