Amazon SEO is not just about adding keywords. Sellers also need to understand impressions, clicks, cart adds, conversions, sales, and rankings. Using the right Amazon analytics tools helps identify where a product is losing customers and what needs to be improved.
The best approach is to combine Amazon's first-party data with selected SEO and PPC tools to make data-driven decisions.
Why Amazon Sellers Need Analytics, Not Just Keywords
Keywords help products become discoverable, but analytics shows whether those keywords are actually generating results.
Using Amazon Search Query Performance, sellers can see what happens after their product appears in search results. The dashboard can help show whether specific queries generate impressions, clicks, cart adds, and purchases.
- High impressions + low clicks: Check image, title, price, rating, and offer.
- High clicks + low purchases: Review listing content, pricing, reviews, and product value.
- Low traffic + high conversion: Improve visibility through SEO and PPC.
- High traffic + high conversion: Consider scaling the product.
The goal is not simply to rank higher but to attract relevant shoppers and generate profitable sales.
Amazon First Party SEO and Analytics Tools
Amazon provides several dashboards and reports through Seller Central, Brand Analytics, Amazon Ads, and other seller programmes. These tools are valuable because they reflect activity taking place inside Amazon rather than relying entirely on external estimates.
1. Brand Analytics
Amazon Brand Analytics is a set of reports in Seller Central that helps eligible brand owners understand how customers search, compare, and buy products on Amazon.
It provides insights into search terms, product performance, customer buying behaviour, products purchased together, and other shopping activity. In simple terms, Brand Analytics helps sellers understand what customers are looking for and how they shop.
How to Access Brand Analytics
Seller Central → Brands → Brand Analytics
Depending on eligibility and marketplace, sellers may find reports such as:
- Search Query Performance
- Search Catalog Performance
- Top Search Terms
- Market Basket Analysis
2. Search Query Performance
Search Query Performance shows how products perform for customer search queries across different stages of the shopping journey. It can help sellers understand whether a problem comes from search visibility, shopper interest, product-page performance, or the final purchase decision.
How to Use Search Query Performance
Seller Central → Brands → Brand Analytics → Search Analytics → Search Query Performance
Review metrics such as:
- Impressions
- Clicks
- Cart adds
- Purchases
- Conversion performance
Use the data to identify where customers lose interest and which search queries generate valuable activity.
Interpreting Performance Patterns
- High impressions and high purchases
- High impressions and low clicks
- High clicks and low cart adds
- High cart adds and low purchases
- Low volume and high conversion
Search Query Performance should help sellers prioritise. It should not encourage them to insert every visible query into the listing.
3. Search Catalog Performance
Search Catalog Performance focuses on ASIN-level performance rather than individual search queries.
It helps answer: Which products are gaining or losing customer attention? This is especially useful for sellers managing multiple ASINs because different products may fail at different stages of the buying journey.
How to Use Search Catalog Performance
Use ASIN-level data to identify whether a product has:
- A visibility problem
- A click-through problem
- A conversion problem
- A strong growth opportunity
Compare ASIN performance and optimize each product according to its specific weakness.
4. Top Search Terms
Top Search Terms helps sellers discover popular customer searches and identify potential keyword opportunities.
Use Amazon Top Search Terms to Discover Keyword Opportunities
- Go to Seller Central → Brands → Brand Analytics → Top Search Terms.
2. Select the marketplace and reporting period.
3. Enter a relevant product type, category, feature, material, audience, or use case.
4. Review Search Frequency Rank, click share, conversion share, and leading products or brands.
5. Compare relevant queries: Compare relevant queries with your own listing and identify opportunities.
6. Only use terms that genuinely match the product and customer need.
High search activity does not always equal a profitable opportunity. A smaller, more specific phrase may be more valuable when it closely matches the product and converts better.
Using Brand Analytics for Better SEO
1. Identify Which Search Queries Drive Customer Activity
Find search queries generating strong impressions, clicks, cart adds, and purchases. These can become valuable SEO and PPC opportunities.
- Go to Brands → Brand Analytics → Search Analytics → Search Query Performance.
- Select the brand or ASIN view and reporting period.
3. Review impressions, clicks, cart adds, purchases, and brand share.
4. Save queries that closely match the product and move shoppers closer to purchase.
2. Locate Where Shoppers Lose Interest
Use the shopping journey to find the problem:
- Open Search Query Performance or Search Catalog Performance.
- Compare the main funnel stages.
- Look for the stage showing the biggest drop.
- Match the problem with the correct action.
- Make one focused improvement and monitor the results.
If impressions are strong but clicks are weak, shoppers may be choosing competing listings because of the main image, title, price, rating, review count, coupon, delivery promise, or displayed variation.
3. Explore Wider Product Opportunities
Brand Analytics can reveal opportunities beyond the keywords already connected to your listings.
- Open Top Search Terms: Go to Seller Central → Brands → Brand Analytics → Top Search Terms.
- Select the period: Choose the required reporting period.
3. Check customer demand: Review Search Frequency Rank, Click Share, and Conversion Share.
4. Find opportunities: Identify relevant searches where your brand receives low clicks or purchases.
5. Take action: Use the insights to improve listing content, pricing, images, positioning, and PPC targeting.
In simple words: Top Search Terms helps you understand what customers search for, which products they prefer, and where you can improve.
4. Use Market Basket Analysis to Find Related Products
Market Basket Analysis shows products that customers frequently purchase together.
- Go to Brand Analytics → Consumer Behaviour Analytics → Market Basket Analysis.
- Choose your brand and reporting period.
- Check which products customers frequently buy together.
4. Look for accessories, complementary products, or related customer needs.
5. Use the insights for Virtual Bundles, cross-selling, Brand Store sections, PPC campaigns, or new product ideas.
In simple words: Market Basket Analysis shows what customers commonly buy together, helping increase sales through bundles and cross-selling.
5. Use Amazon Business Reports to Connect Traffic, Conversion, and Sales
Business Reports help connect traffic with business results. Review metrics such as:
- Sessions
- Page views
- Ordered units
- Product sales
- Unit Session Percentage
This helps determine whether increased traffic is actually producing more sales.
Frequently Asked Questions (FAQs)
1. What are the best Amazon SEO tools in 2026?
The best Amazon SEO tools depend on your goal. Amazon Brand Analytics, Search Query Performance, Business Reports, and PPC reports provide valuable first-party data, while third-party tools can support keyword research, competitor analysis, and rank tracking.
2. How do I do Amazon keyword research?
Amazon keyword research involves finding relevant search terms customers use to discover products. Use Amazon search suggestions, Top Search Terms, Brand Analytics, PPC Search Term Reports, and keyword research tools to identify high-volume and high-intent keywords.
3. How do I improve my Amazon product ranking?
Improve Amazon ranking by targeting relevant keywords, optimizing your product title and content, improving images and conversion rate, maintaining competitive pricing, generating sales, and keeping inventory available. Monitor rankings together with traffic and sales.
4. What is Amazon Brand Analytics?
Amazon Brand Analytics is a set of reports that helps eligible sellers understand customer search behavior, product performance, clicks, purchases, and related buying activity. It can be useful for Amazon SEO, keyword research, and listing optimization.
5. How do I track Amazon keyword rankings and sales?
Use keyword rank-tracking tools to monitor organic keyword positions and combine this information with Amazon Business Reports, Brand Analytics, and PPC data. This helps you understand whether ranking improvements are actually generating traffic, conversions, and sales.
6. How can Amazon PPC help with SEO and keyword research?
Amazon PPC can reveal real customer search terms that generate clicks and conversions. Sellers can use these insights to discover high-converting keywords, expand SEO targeting, identify negative keywords, and improve listing content. PPC data can support SEO decisions but does not guarantee higher organic rankings.
Need Help Turning Amazon Data Into Growth?
At RetailTantra, we believe successful Amazon growth starts with the right data and the right strategy.Instead of focusing only on keyword rankings, we look at the complete Amazon performance picture—including traffic, conversions, sales, PPC, pricing, inventory, customer behaviour, and listing performance.
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