This episode offers an unprecedented look into Amazon Brand Analytics, Search Query Performance, and Product Opportunity Explorer directly from Amazon Senior Growth Consultants. Learn how Amazon collects and uses data points for these critical tools and gain actionable strategies to leverage them for market share analysis, product optimization, and identifying new opportunities on the Amazon marketplace.
Key takeaways
Understand that Amazon Search Query Performance (SQP) now uses a de-normalized search volume, counting multiple searches by the same customer within 24 hours, and each click to a new search results page as a new search. This differs from normalized data in tools like Helium 10.
Utilize the ASIN view in SQP to identify top-performing ASINs for specific search terms. The new hyperlink feature allows you to see the top 10 ASINs for a keyword, including their impressions and clicks, providing competitive insights.
Leverage Product Opportunity Explorer by searching with keywords or ASINs, and analyze the Niche Details for insights and trends to identify underserved customer needs and potential new product opportunities.
Recognize that both organic and paid placements (sponsored brands, sponsored products, etc.) are included in SQP impression counts. If an ASIN appears multiple times on a page (e.g., organic and sponsored), it counts as multiple impressions.
Be aware that multi-unit purchases of the same ASIN are counted as a single order in SQP, not separate units, for purchase data.
In this episode, let’s learn about Amazon data and metrics from the team behind Brand Analytics, Search Query Performance, and Product Opportunity Explorer.
Frequently asked about this episode
What does this episode say about amazon & marketplaces?
Understand that Amazon Search Query Performance (SQP) now uses a de-normalized search volume, counting multiple searches by the same customer within 24 hours, and each click to a new search results page as a new search. This differs from normalized data in tools like Helium 10.
What does this episode say about analytics & attribution?
Utilize the ASIN view in SQP to identify top-performing ASINs for specific search terms. The new hyperlink feature allows you to see the top 10 ASINs for a keyword, including their impressions and clicks, providing competitive insights.
What does this episode say about product & merchandising?
Leverage Product Opportunity Explorer by searching with keywords or ASINs, and analyze the Niche Details for insights and trends to identify underserved customer needs and potential new product opportunities.
What does this episode say about amazon & marketplaces?
Recognize that both organic and paid placements (sponsored brands, sponsored products, etc.) are included in SQP impression counts. If an ASIN appears multiple times on a page (e.g., organic and sponsored), it counts as multiple impressions.
What does this episode say about amazon & marketplaces?
Be aware that multi-unit purchases of the same ASIN are counted as a single order in SQP, not separate units, for purchase data.
