Grow Amazon Sales Using ASIN Analytics

We don't pay for any Amazon reporting. Amazon's Search Query Performance report tells us how customers discover our listings. This report tells sellers search volume, impressions, clicks and purchases for their top 1k keywords. Both in total and our brand's market share. To find this report: Brand Analytics ➔ Search Analytics ➔ Search Query Performance   At the top, toggle between 2 ways to view search data: ➔ "Brand View": 1k most important search terms to your brand. ➔ "ASIN View": 100 most important search terms by ASIN.   First: Organize & Label the Data.   Export the top 1k keywords by week as far back as possible. Merge into 1 spreadsheet. A free chrome extension makes this very easy. I'll share it at the end.   In a new tab, list each unique search term and add columns with fields you'd like to filter by. Match these fields into the main dataset. These are the fields I add:  • Keyword type: Branded, Generic or Competitor • Competitor: Yeti, Hydro Flask, etc • Product Type: Adult Bottle, Kid's Bottle, Backpack, etc. • License: Character or Sports Team   Now I can see our performance when customers search for Yeti, ice buckets, Paw Patrol, our branded keywords, etc.   Here are a few ways I look at the data:   1. Search Type   One of my favorite charts is the % of our clicks coming from branded, generic and competitor search terms.   Successfully brand building means more clicks from branded search terms over time.   Generic keywords drove 60% of clicks into our listings. Now branded keywords drive most of our clicks. Growing clicks from branded search is important, this is how we track it. (chart below)   2. How Are Customers Finding a Listing?   Pulling the "ASIN View" report for every ASIN in a listing shows exactly how customers are finding your listing.   For our kids listings, character specific keywords are a huge driver. They sum up to be about 40% of traffic.   "Spiderman Toys" has been a great keyword for us. We can know how we're doing YoY on keywords like this.   3. Amazon Ads Incrementality   Knowing if Amazon Ads are increasing total sales is one of life's great mysteries.   Match this report with Amazon Ads click data by keyword & date.   Test turning on and off campaigns and watch what happens to clicks in the SQP report.   The change in average clicks from a keyword is what ads are actually producing.   You can understand how much money you are lighting on fire with branded ads. Only 20% of branded ad clicks are incremental for us.   4. Simple Modern vs Competition's Search Volume   We compare total searches and clicks for our brand to competitors by week.   It shows relative brand health and who's trending up/down.   It shows us passing Hydro Flask over the last 2 years.   5. Flipping Competitor's Customers   With this data, you can see search volume for competitor keywords.   If successful, this is a great customer acquisition tactic. A great use for SP ads.   10% of our clicks come from competitor keywords.

The smartest sellers are studying buying behavior. Search Query Performance (SQP) gets all the attention, and for good reason. It tells you what’s bringing people in. But it doesn’t tell you who they are or what else they buy once they’re in. That’s where Market Basket Analysis comes in, and most brands are overlooking it. What sellers assume: That success on Amazon is just about targeting better search terms, ranking higher, and converting faster. What’s actually happening: Amazon is quietly telling you who your buyer is through what they add to their cart with your product. Market Basket Analysis (available through Brand Analytics) shows which ASINs are frequently purchased alongside yours. It’s not just an accessory report. It’s an audience signal. Think about what you can learn: • What types of products your customer also buys • What categories they shop in and where you’re missing presence • What brands you’re most commonly paired with (or competing against) • How your product fits into a larger use case or solution This isn’t just helpful for cross-selling. It reframes how you define the role your product plays in the customer’s life. And when you understand that, your entire strategy shifts: → Better bundles → Smarter A+ and brand store design → More relevant ad targeting → More accurate assumptions about lifetime value Amazon is not just a search engine. It’s a marketplace of people with routines, context, and intent. Market Basket Analysis helps you stop guessing. It connects the dots between your product and your real audience, not just the keywords they typed. If you’re still optimizing in isolation, you’re missing what’s actually moving in the cart. Because what good are perfect keywords for the wrong customer? So to start using this report, check out the video and see how to find it on your account #AmazonSellers #BrandRegistry #MarketBasketAnalysis #AmazonData

Gateway ASIN Report Overview 🚀 The Gateway ASIN report in Amazon Marketing Cloud (AMC) identifies which products are most effective at bringing new customers into your brand for the first time. It helps advertisers move beyond surface-level performance metrics and pinpoint which ASINs truly drive customer acquisition and long-term growth rather than just repeat purchases. Key Takeaways 🔑 🔸 Identifies acquisition drivers: Surfaces ASINs that generate the highest share of new-to-brand (NTB) purchasers, revealing which products act as entry points to the brand. 🔸 Core KPIs tracked: Measures Total Purchasers, NTB Users, and NTB % (the proportion of customers purchasing the ASIN for the first time within a defined lookback window). 🔸 Interpreting the data: A high NTB % signals strong acquisition efficiency — the product is introducing new customers. A high NTB User count reflects scale — the product attracts a large number of new customers overall. 🔸 Strategic implications: Gateway ASINs can be prioritized in upper-funnel DSP and Sponsored Brand campaigns, while lower-NTB ASINs can be leveraged for retention and repeat purchase strategies. 🔸 Why it’s beneficial: By distinguishing between products that create customers and those that retain them, brands can better allocate budgets, test new variations of acquisition-heavy SKUs, and forecast lifetime value (LTV) with greater precision. How did the Gateway ASIN Report Informed Strategy? After running the Gateway ASIN report, the top 10 ASINs revealed a clear divide between high-volume performers and high-efficiency acquisition drivers. While a few products led in total sales, others stood out for their ability to consistently bring in first-time customers — the true “gateway” SKUs fueling brand growth. 🔶 ASIN 7 (60.6% NTB) and ASIN 10 (52.8% NTB) emerged as the strongest acquisition engines, despite representing smaller portions of total sales volume. These products were prioritized in DSP prospecting and upper-funnel awareness campaigns, ensuring they reached new audiences most likely to convert for the first time. 🔶 ASIN 1 (14.9% NTB) and ASIN 2 (18.0% NTB), though higher in total sales, showed lower NTB efficiency — signaling their strength in retention and repeat purchase rather than acquisition. 🔶 ASIN 10 (52.8% NTB) showed balanced performance — moderate volume with strong NTB%. Across the portfolio, the insights reshaped how budget was distributed: 🔶 High NTB% ASINs → promoted in awareness and acquisition-focused DSP tactics. 🔶 High-volume but lower NTB% ASINs → shifted to retention and upsell campaigns. By aligning activation with AMC’s verified acquisition data, the brand ensured that every media dollar either drove new customer growth or deepened loyalty — creating a full-funnel strategy grounded in measurable, first-party insights. #amazon #amazonads #amazondsp #AMC #DSP #btr #btrmedia

Search Query Performance Report on Seller Central is an extremely powerful report for growing on Amazon Amazon is a search led platform, and in most categories at least 60-70% sales originate through a search query. And this report gives all the metrics ( search volumes, impressions for that query, clicks from that query, add to carts from that query, purchases from that query) for the top 1000 relevant search queries for your brand. And you get both the category level data as well as your brand data and your brand's share Eg: You can find out for the search term "ceiling fan", what were the total impressions, your brand impression share, total clicks, your brand click share, total add to carts, your brand add to cart share,total purchases and your brand purchase share etc Now this is extremely powerful data. This includes both organic and paid clicks/sales You can basically map your brand funnel vis-a-vis the category funnel for every relevant keyword Eg: Lets say for the keyword "ceiling fan", my impression share is 7%, click share is 8%, add to cart share is 9% and purchase share is 10% The immediate actionable would be to increase impression share by increasing spends on the Keyword "ceiling fan". And because this is a high volume keyword and my funnel is stronger than the category, I would start a single KW exact match campaign with high budgets and bids for this keyword And if the funnel holds, very soon the impression share will increase Similarly, if impression share>click share, it means the Hero image/Title/offer needs working If Click share>Purchase Share, it means the offer ( pricing/TAT) and the content ( images, bullets, A+ etc) need to do a better job at convincing the consumer Now imagine if you do this rigorously for 1000 keywords and bring incremental improvement for many search queries, how the benefits could stack up. Both market share and TACOS will improve Extremely powerful report if used well. Doing this rigorously helped us a lot in the last 12-18 months ( This report didn't exist when we started 10 years back) in scaling up Amazon even faster than we used to and gain almost 300-400 bps market share on platform. Also helped a lot in scaling up the new categories How to Access? Seller Central>> Brands>>Brand Analytics>> Search Query Performance And once there, you can look at the data week wise, month wise, quarter wise