What the Search Terms Report Reveals
The Amazon Search Terms Report shows you exactly what shoppers type into the Amazon search bar before purchasing products. This data is invaluable because it reveals buyer intent in their own words — not what you think they search for, but what they actually type. Available through Brand Analytics for brand-registered sellers, this report transforms guesswork into data-driven decisions.
Accessing the Report
Navigate to Brand Analytics in Seller Central under the Brands menu. Select Amazon Search Terms. You can filter by time period — weekly, monthly, or quarterly. The report shows search frequency rank, top three clicked ASINs for each term, click share, and conversion share. Download the data for deeper analysis in spreadsheet software where you can sort and filter effectively.
Understanding Search Frequency Rank
Search frequency rank indicates how popular a search term is relative to all other terms on Amazon. Rank one is the most searched term. The lower the number, the higher the search volume. However, Amazon does not provide exact search volumes — only relative rankings. Use this to prioritise which terms to target in your listings and advertising based on actual popularity.
Click Share and Conversion Share
Click share tells you what percentage of clicks a particular ASIN receives for a given search term. Conversion share shows what percentage of purchases go to each ASIN. A high click share but low conversion share suggests your listing attracts attention but does not close sales — likely a pricing or content issue. Low click share with high conversion share means fewer people see you, but those who do are buying.
Using Search Data for Listing Optimisation
Identify search terms where your products appear in the top three clicked ASINs. Ensure these terms appear prominently in your listing title, bullets, and backend search terms. Find high-ranking search terms where you do not appear — these represent opportunities to optimise your listing or create new products that better match what buyers are looking for.
Using Search Data for PPC
The search terms report helps you discover keywords you might not have considered for advertising. Find terms where your product converts well organically and add them to your PPC campaigns to dominate that search term. Conversely, identify terms where you get clicks but no conversions and add them as negative keywords to reduce wasted advertising spend.
Tracking Trends Over Time
Download the report regularly and compare data month over month. Rising search terms indicate growing demand — potentially worth launching new products or increasing inventory. Declining terms may signal market shifts. Seasonal patterns become clear over quarterly comparisons and help you time stock purchases and advertising pushes more effectively.