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Amazon Amazon Strategies

Amazon Brand Analytics Search Terms report

Brand Analytics Search Terms report is a powerful tool that provides brand owners with critical insights into how customers find their products on Amazon and how they find their competitors’ products.

We can use the Search Terms report in two ways: Search relevant keywords and ASINs. Search Terms shown by this report are the actual keywords that customers use to find products related to your niche. You can also use the ASIN of your product or your competitor’s product to determine which search terms lead customers to your product detail page. It is also called reverse ASIN search. Let’s see two use cases:

Use Case 1 Knowing customers’ keywords and search terms to find your product detail page is crucial information for your success on Amazon. Optimising your content around these search terms can increase your product’s visibility and rank higher in Amazon’s search results.

Use Case 2. With the Amazon Search Terms report, you can also gain insights into your competitors’ products and their search terms. This information can help you improve your product listings and make better-informed decisions when optimising your content and improving your product’s performance.

Let’s use the example search term “dad gifts” to determine this tool’s effectiveness. I entered this keyword in the Search terms field, generating the following results.

Different terms that are related to the initial search term “dad gifts” are displayed by Amazon, such as below, which customers use to find the product on Amazon

  • christmas gifts for dad
  • dad gifts for christmas
  • gifts for dad who has everything

Another way to use the Amazon Search Terms report is by entering a product’s ASIN in the search field to discover the related keywords that customers use to find the product. For example, we used the ASIN (B0967J647N) to find the Amazon search term report containing our desired keywords.

As you can see from the Amazon search term report, the ASIN (B0967J647N) ranks for keywords such as:

  • dad gifts from son
  • father and son gifts
  • dad Christmas gifts from son
  • gifts for dad from son
  • dad key ring from son

This means customers frequently find this product through these related search terms. So, optimise your product listings to target these keywords to drive more traffic to your listings and improve your organic rankings on Amazon.


If you’re looking for help writing effective Amazon copy that targets the right keywords and drives more traffic to your product listings, don’t hesitate to contact us. Our team of experienced Amazon copywriters can help you optimise your content and improve your organic rankings on Amazon. Contact us today.

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