Amazon Launch Search Query Performance Report 

It was recently announced that Amazon has launched the Search Query Performance report in Vendor Central. Previously this was a Seller only tool available mostly in the US but has now expanded out to Vendor Central too. For now, it appears to be only accessible to some vendors with expectations to roll out to more with time. This is a move in the right direction for Amazon. For long, they have withheld or not made data available in an easily digestible format.

The Search Query Performance report is useful to understand search term visibility for your products across both retail and advertising and clear insight into brand search coverage. This report can provide data to help you recognise which search queries we are under performing against and devise content/ads strategies to potentially improve the situation.

For example, we could utilise available impressions to get signals as to whether we have been seen for a keyword and access the CTR to give indication of whether users choose our products potentially more than others. These two metrics alone can serve as indicators of where our ads appear which can inform our approach to content and spot the keyword gaps that we should cover but also the qualitative element and on the surface answering, does our product entice people when they see it with CTR?

Amazon making this available is a sense that they want brands on their platform to be better and the brands optimising their own content will ultimately create a better experience for the consumer which serves Amazon’s goal.