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The Amazon Search Terms report shows brand owners how customers (in aggregate) find their and their competitors’ products in the Amazon store.
The Amazon Search Terms report shows the most popular search terms in the Amazon store during a given time period, along with each term’s search frequency rank and the top three products that aggregate customers clicked on after searching that term. For each of the top three products, the report also shows each product’s click share and conversion share.
Brand owners can look up a specific term to see the products that aggregate Amazon customers are clicking on after searching for that term, or they can search for a specific product to find out which terms are driving aggregate Amazon customers to click on that product.
The Search Terms report also shows brand owners their products that have dropped from the top three clicked ASINs for a given search term along with the click rank from the prior week. The table refreshes weekly. If the table is empty, this indicates that either of the following:
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.
Click share is a percentage determined by the number of times Amazon customers (in aggregate) clicked on a particular product after searching for a given term, divided by the total number of times Amazon customers (in aggregate) clicked on any product after searching for that term.
Similar to click share, conversion share is a percentage determined by the number of times Amazon customers (in aggregate) bought a particular product after searching for a given term, divided by the total number of times Amazon customers (in aggregate) bought any product after searching for that term. Click share and conversion share are independent of one another, and conversion share can be higher than click share.