Keywords

Keywords

Two views over what customers type into Amazon, and how much of that traffic you win.

SQP Insights

Pick one product and a range of weeks. Every panel then compares that product against the market for the search queries it appears in.

• Performance Index is ours, not Amazon's. It blends three ratios, each measured against the market: click rate, conversion rate, and purchase share over impression share. 50 means you are exactly at the market on all three; 100 means at least double it. A component with no market denominator is left out of the average rather than scored as zero.
• The KPI row shows impressions, clicks, purchases, keyword count, and how many keywords you gained or lost against the previous window of the same length.
• The weekly chart carries fifteen series you can switch on and off, including your figures, the market's, and the median prices at each funnel step.
• The keyword table has a row per search query and a column for every metric Amazon publishes. Rows expand to a week-by-week breakdown. You can hide, reorder and pin columns, and the layout is remembered per company.

One thing to know before reading any total

Amazon publishes at most 100 search queries per product per week. So a total on this page covers the product's top queries, not all of its search traffic, and a keyword marked lost has usually dropped out of that top 100 rather than stopped selling. Churn of a hundred keywords a month at the cap is normal.

Why some weeks are missing

The report exists only for closed Sunday to Saturday weeks, and Amazon does not publish one until a few days after the week ends. A range that only partly covers a week drops that week rather than counting a partial one as whole.

Search Queries

Brand-wide rather than per product, and two tables rather than one:

• Search query share from Brand Analytics: the queries your brand appears for, and your share of the impressions and purchases on each.
• Ads search terms from the Advertising API: the queries your Sponsored Products, Brands and Display ads actually served on, with spend and sales.

They answer the same question from the two sides you have to reconcile. The first is weekly and covers the whole market; the second is daily and covers only what you paid for.