If you’re an Amazon seller, the Search Query Performance dashboard is a brilliant tool for understanding how your search terms are performing based on what shoppers are actually doing. For this post, I’ve pulled Q4 data from a brand and focused on the purchase search funnel. Here’s what stood out.
Total Purchases: The Big Picture
This shows the total units sold across all brands and products on Amazon from a specific search query.
In our example with “AKT London deodorant”, there were 102 units sold in total. This includes our brand and competitors. If this number is on the higher side, it’s a good sign – your brand name is pulling in sales. If it’s low, the term might not be appealing enough to shoppers.
ASIN Purchases: Your Brand’s Share
This metric tells you how many of those sales went to your brand’s ASIN.
Here, it was 93 purchases for our brand. Out of 102 total units from “AKT London deodorant”, that’s 91% ASIN share – meaning we’re dominating the sales for our own brand term. We’re only losing 9% to others, which isn’t bad. But if that loss was higher, it’d be time to defend your brand with targeted keyword campaigns.
Purchase Rate %: Efficiency Check
This is the conversion metric – total purchases (yours + others) divided by the search query volume.
Formula: Purchase Rate = Total Purchases / Search Query Volume
In the example: 102 / 465 = 21%
So, out of 465 searches for “AKT London deodorant”, 102 led to sales (21%). That means 79% of queries aren’t converting. If another brand term converts lower, that’s a red flag to investigate and optimise.
Why This Matters
The dashboard helps spot strengths and weaknesses in your search terms. For “AKT London deodorant”, we’re strong on share but could push conversions higher with better listings or ads.
Give the dashboard a go in your Seller Central – filter by quarter and funnel. It could reveal quick wins for your brand.
Fancy chatting about your data? Get in touch.
