How To Search For Products With Amazon’s Brand Analytics Tool

Welcome to our Tip Tuesday tool review. I’ve recently started reviewing tools on Tuesdays and give quick tips for e-commerce and I am enjoying every second of it. For today’s tip and tool review, I’m going to talk about Amazon’s brand analytics, which is the Amazon search terms tool.

What is brand analytics? Brand analytics is something that is available to only registered brands on Amazon. Therefore, if you are a registered brand on Amazon, you’re going to see a “Brands” area on your menu in Seller Central. And so you can then click on “Brand Analytics”. You will see that there are lots of different features there.

Available Features:

  • Amazon search tools
  • Repeat research terms (which we are going to go over today).
  • Repeat purchase behavior
  • Market Basket analysis
  • Item comparison
  • Alternate purchase behavior demographics

This is where you’ll find Amazon’s Attribution Beta as well. Amazon’s Attribution Beta is used to track the traffic coming off of Amazon, which is attributed to Amazon and converting. So if you’re wondering about any of these tools, my first tip to you is to just hover over the little information bubbles. Secondly, if you type into the search bar on Amazon, and this search bar feature is something I think so many people don’t use enough, in amazon seller central.

You can type in brand analytics tutorials ie Amazon search terms. Taking advantage of this feature will enable you to see that not only have I got a whole write-up here of the Amazon search terms, tool, but I’ve also got tons of information about the tool. And there’s also some seller University videos on this with all kinds of great information on this. So if you want to learn about how to use these tools, note that Amazon has tutorials themselves and they have really great explanations, just type it in the help bar and look at all of the different resources that are available to you.

Going over Amazon search terms

It shows you the most popular weekly searches on Amazon. The most searched keywords can range anything from Apple watch band to fidget packs. This means you could use this for some product research as well.

Let’s assume the most popular keyword right now is fidget packs. A cool aspect about this feature is, if you click on the product, you will see a little URL in the bottom left-hand corner there which is going to take you to a search result on Amazon. There you will be able to view the data and see that a lot of people have been looking for fidget packs. And if you add things up it is because we’ve been stuck at home for a while now and giving kids fidget packs so that they keep themselves occupied has become a trend which is why it’s a high search term.

Search Frequency Rank

The search frequency rank is another cool aspect of this tool. However, this can be a very confusing feature if you are not familiar with it because the ranking number can say nine and sometimes you’ll see a really really high number there, in the millions. But in actual fact for search frequency rank the lower the number, the higher that item is searched. You can go to Amazon to read their article that will tell you that search frequency rank is the numeric rank of a specific search term’s popularity when compared to all other search terms during a given time period. So we think of this as the best sellers rank, the BSR of a product. If we think of search frequency rank, it means that this is the topmost searched keyword. Therefore, if the search frequency rank of a certain product is nine, that means that product is the top nine most search keyword compared to all other search terms on Amazon. So when you’re looking at this search frequency rank you want the lower the number to be the better of the number.

No. 1 clicked Asin

This feature lets you see the number one clicked asin for this search term. This report is based on the search results in the selected timeframe. If we choose the timeframe for a random week, month or quarter. Then you can see the number one clicked asin during that period. And again, if you click on it it is going to take you to this search result.

Say for example you the week from July 25th to July 31st. When filtered this search the results showed me that the number one clicked asin during this period was the Apple watch band, which is really interesting since it’s not a brand made by Apple. However, it’s great for a private label product idea.

When I scrolled over I could see that they have 7% of the number one click Share. So the percentage of clicks that the product received in comparison to the total clicks based on the search results in the selected timeframe. That means they received 7% of the total clicks for that search term Apple watch band last week from July 25 to July 31.

I was also able to look at their conversion share. Which is the percentage of conversions that the product achieved in comparison to the total conversions based on the search results in this selective timeframe. During the week of July 25, to July 31, the Swati stretchy nylon solo loop bands received 8% of the total conversions for this search term. This is also very interesting because they are the number one click Share, they have 7% of all the clicks, and 8% of the total buys of this product.

However, in some categories, you will see that the rate is lower or sometimes higher. For example, I looked over the facemask keyword, Zen taps, face masks in a pack of 50, and disposable face masks, they have 10% of the total click share for all face masks, disposable face masks, and 11% of the conversion share. Pretty interesting right?

And this is how you can use this tool for product research, by using it to see what people are searching for on Amazon. But how else can we use this as sellers look at our own products? We can put our own asIn in the search area and put in a search term. And what’s great about putting your own or your competitors’ asIn in is you will see what search terms you have the top click share for.

Speaking of which, another example comes to mind. Last week I bought a cat bed for my cats. And maybe since I’m in the pet space, I would consider selling a product like this. But I would want to know before I go into sourcing that product. What is it that this product is the most popular for? Do they own the click share for any particular search terms? Which brought me to dig more into it. So I bought this Bobby pet cat scratcher long lounge bed, right? And the $26 price point is not bad for 16,000 in Pet Supplies, which is a pretty good deal.

So I proceeded to insert their asIn into the search terms in Grand Analytics and chose which week of the product’s statistics I would like to analyze. I chose the 25th to the 31st again, however, I would suggest you compare with different dates when you test it out yourself. It showed me that this particular Bobby pet cat scratcher lounge bed has the number one click share for the cardboard cat bed search term.

My search for this product was cat scratcher and bed, that’s my own custom search. And this search term also shows that they have the number one click share for Cardboard Cat Beds. Which is interesting. And then looking at the search frequency rate, keep in mind that, the lower the rank, the better, because the lower the number, the more frequently that it’s searched. This showed that the Cardboard Cat Bed is the best search term that they have.

I looked up the data for that term and they were also the number one click asin for that representation of that search term. They had 32% of the click share, which is really interesting when we compare it to what we saw with the apple watch bands. They also had 25% of the conversion share. But again, that search term is a little bit low compared to the search frequency rank. Now I could put that same Cardboard Cat Bed search term into helium 10, or some of my other Amazon keyword software tools. Then I could look for it and it is also going to tell me who else is selling under that search term.

By using this tool and all these features you can see what your competitors are doing. Say you’re selling a similar product. And can’t figure out where your competitors are getting their sales from. You can use the search terms feature in this tool to spy on your competition. You can compare their quarterly reports to each of them then to yours and so on.

You can check (1) if they have any search terms, (2) if they have the same search terms, or (3) if any of these search terms have changed recently? As I am viewing the report for the Cardboard Cat Bed I can see that they are actually over the quarter, they ranked for cat scratcher bed, and its search frequency rank is surprisingly better for that search term. Which means they’re also getting some of their sales from there. However, within this category, they’re not the number one click asin anymore. They are the number three, click asin with 8% of the click share there.

The other thing one could do with this tool is to take their main keyword from research put that into the search terms then search for the top asin. After that, take those top asins and reverse search them in some of your Amazon keyword tools. There you will see what other keywords your competition is using. And what is great about this Amazon search terms tool is that you can see the data from Amazon. It’s clear data and you can find out what Amazon customers are searching for versus a lot of clouded keywords you get when you do a reverse search in Amazon keyword tools.

So this is just a really great place to start in looking for those keywords that are going to become your page ones right in studying your competitors, in studying your own products, and where you’re going to get most of your sales from.

One last tip: Don’t forget to use the help bar because again, there are seller University videos that will take you through each of these. If you want to know how to use these tools directly dig into these tutorials. Thanks for tuning in today for tip Tuesday’s review of a brand analytics search terms tool.

To learn more about the tools I use for Amazon refer to the links below:

BONUS – How To Manage Your Inventory With FBA’s Strict Guidelines And Supply-chain Backlog



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