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Amazon Search Query Details dashboard now lets you Compare ASIN details

Discover how the Amazon Search Query Details Dashboard can provide valuable insights into customer search behavior and engagement with your products. Learn how to identify high-performing keywords and improve market share with this comprehensive guide.
By
Laura North
Last updated:
May 5, 2023

Amazon have just released the ability for sellers to compare their ASIN details in the Search query dashboard. Let's take a look at this handy dashboard, and what this new functionality means for Amazon sellers!

What is the Search Query Details Dashboard?

The Search Query Details Dashboard is a tool that provides sellers with insights into their product performance, with metrics like overall query performance, impressions, clicks, cart adds, purchases, and brand share of the query. The dashboard has two views: Brand View and ASIN View.


The dashboard offers significant benefits to Amazon sellers by enabling them to pinpoint conversion challenges and drop-off points, as well as gain insights into customer behavior throughout the sales funnel. This information can be used to optimize listings, enhance marketing strategies, and ultimately improve overall sales performance.

Where Can Sellers Access the Search Query Details Dashboard?

You can access the Search Query Details Dashboard within Amazon Brand Analytics (ABA). Click on 'Brands' and then select 'Brand Analytics' from the sidebar. This will default you to the Brand view of the dashboard.

What Benefits Does the Search Query Details Dashboard Offer Sellers?

The Search Query Details Dashboard offers sellers a comprehensive view of their product performance, including search terms customers are using to find their products and how many times their products appear in search results. Sellers can also use the dashboard to identify opportunities for improvement and track their campaigns and ad groups.

ASIN Comparison

Amazon sellers can now analyze the performance of the top 10 ASINs for a specific search query and compare them to their own chosen ASIN. These top-performing ASINs are determined by the Query ASIN score, which takes into account factors such as search funnel impressions, clicks, cart adds, and purchases.

By selecting weekly, monthly, or quarterly reporting ranges, sellers gain a more in-depth understanding of search query results at the ASIN level. This valuable information allows sellers to gauge the amount of traffic and customer engagement they receive in comparison to other brands. Furthermore, they can assess their pricing strategy and product detail page quality to ensure alignment with industry standards and maintain a competitive edge within their category.

Identify top keywords

The Amazon Search Query Performance report provides invaluable insights into customer search behavior and engagement with your products.

For instance, as a pet brand on Amazon, analyzing the report may reveal that the keyword "dog food" has high search volume, cart-add, and purchase counts in comparison to clicks and impressions. This indicates a strong conversion rate and a prime opportunity to advertise using these keywords to boost sales.

Evaluating your brand's share for clicks, impressions, cart adds, and purchases can help gauge market share. If these metrics are predominantly high, it suggests you hold a large market share. However, if the keywords have a low brand share, you have an opportunity to capitalize on those search terms with a Sponsored Product Ad campaign with an exact match. This strategy allows you to reach customers actively searching for dog food and significantly increases the likelihood of conversions.

How Can Sellers Use the Search Query Details Dashboard to Improve Their Performance?

Sellers can use the Search Query Details Dashboard to identify opportunities for improvement. For example, you may find that some keywords are leading to the most clicks and conversions, while others are not. Additionally, sellers can use this dashboard to track the performance of their campaigns and ad groups over time and adjust their strategies accordingly.

What Are the Benefits of Using the Search Query Details Dashboard?

The Search Query Details Dashboard offers sellers a comprehensive view of their product performance, allowing them to identify opportunities for improvement and adjust their strategies accordingly. Additionally, sellers can track the performance of their campaigns and ad groups and use the data to optimize their campaigns and maximize their returns.

How Can Sellers Utilize the Search Query Details Dashboard to Maximize Returns?

The Search Query Details Dashboard is an invaluable tool that can help you identify which keywords are leading to the most clicks and conversions, as well as those that are not. Additionally, sellers can use the dashboard to track the performance of their campaigns and ad groups so they can adjust their strategies accordingly to maximize their returns.


Sellers should take advantage of this feature by reviewing all relevant information about their products or services before making any changes in order to avoid making mistakes in keyword selection or ad copy creation that could negatively impact sales results down the road.

Combine data from the Search Query Details dashboard with Customer Analytics Data

By combining the data from the Search Query Details Dashboard with Amazon customer analytics tools, sellers can gain a more comprehensive understanding of their audience and improve their overall performance. Customer analytics tools provide valuable insights into customer behavior, preferences, and trends, which can help sellers optimize their product listings, marketing campaigns, and promotions to better cater to their target audience.

When used in conjunction with the Search Query Details Dashboard, these insights enable sellers to make more informed decisions about their advertising strategies, keyword optimization, and ad placements, ultimately leading to increased visibility, more relevant traffic, and higher conversion rates.

This holistic approach to data analysis ensures that sellers are not only reaching the right customers but also delivering a seamless and personalized shopping experience that leads to long-term success, and increased Customer Lifetime Value (LTV) on Amazon.

Conclusion

The Search Query Details Dashboard is a powerful tool for sellers to gain insights into their product performance and optimize their campaigns to maximize their returns. The Search Query Details Dashboard, combined with detailed customer analytics tools, such as Nozzle, can help sellers track the performance of their campaigns and ad groups, identify opportunities for improvement, and adjust their strategies accordingly.

Sources:

https://sellercentral.amazon.com/seller-forums/discussions/t/55228a12a6a149a8514b3b964765df7f

https://www.sellerapp.com/blog/amazon-search-query-performance/

https://www.adbadger.com/blog/amazon-search-query-performance-dashboard/

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