Amazon Brand Analytics Search Analytics: The 3 Search Dashboards Explained
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Search Analytics is the search section of Amazon Brand Analytics, the free reporting tool Amazon gives registered brands in Seller Central. It holds three dashboards: Search Query Performance (which searches bring shoppers to you, and your share of each), Search Catalog Performance (how each of your products converts from search) and Top Search Terms (what the whole store searches for, and which products win the clicks).
Helium 10's SQP tool, Search Query Analyzer, comes with Diamond Affiliate link
We checked the facts on this page against Amazon’s own documentation and the vendors’ pages on 10 October 2026. The dashboards sit behind a Seller Central login, so there are no screenshots of them here. Where we rely on an older Amazon document, we give its date.
What each Search Analytics dashboard answers
| Dashboard | The question it answers | Whose data | Periods |
|---|---|---|---|
| Search Query Performance | Which searches bring shoppers to my products, and what share of each search’s impressions, clicks, cart adds and purchases do I win? | Your brand or one ASIN, per search, beside the total for all products | Week, month, quarter |
| Search Catalog Performance | Which of my products lose shoppers between showing up in search and being bought? | Your ASINs, all searches combined | Week, month, quarter |
| Top Search Terms | What does the whole store search for, and which three products get the clicks? | Every brand in the store | Day, week, month, quarter |
The descriptions follow Amazon’s Brand Analytics page and its Brand Analytics guide (published 8 October 2025). The periods are the ones Amazon’s Selling Partner API documentation lists for the same three reports.
Search Analytics is one of four groups in Brand Analytics. The other three cover the customer journey, customer loyalty and consumer behavior (repeat purchases, demographics and market basket analysis). This page deals with the search group only.
Who can use Brand Analytics, and what it costs
Amazon’s Brand Analytics page sets two conditions:
- A Professional selling account. The Individual plan doesn’t qualify. Amazon lists the Professional plan at $39.99 a month plus selling fees (checked 10 October 2026).
- The Brand Representative role for a brand enrolled in Amazon Brand Registry. The rights owner enrolls the brand. Anyone else who works for the brand asks the rights owner or an administrator to assign them the Brand Representative role.
Reselling other brands’ products doesn’t qualify you on its own, and Search Query Performance and Search Catalog Performance only cover the products of the brand you represent. Brand Registry itself is free, according to Amazon’s Brand Registry page, but it needs a pending or registered trademark from a government trademark office in a country with an Amazon store, and a logo that includes your brand name, permanently affixed to your products or packaging. The trademark is a cost of its own; if you don’t have one, Amazon’s IP Accelerator program can connect you with Amazon-vetted legal service providers.
Amazon lists no separate fee for Brand Analytics. When it announced the search dashboards in October 2021, it said they would be provided “at no charge” to sellers enrolled in Brand Registry (Amazon press release, 20 October 2021).
If a colleague can’t see Brand Analytics, check their permissions. Amazon’s Brand Analytics best practice guide (last updated 8 August 2023) says secondary users need “View” permission for Brand Analytics, which the primary user sets under Settings, then User Permissions.
How to open Search Analytics in Seller Central
- Sign in to Seller Central. Brand Analytics has no login of its own: when Amazon’s guide answers “Where is the Amazon Brand Analytics login?”, it points to Seller Central.
- Hover over Brands in the main menu and choose Brand Analytics.
- Open the Search Analytics menu at the top of the Brand Analytics page and pick a dashboard.
How fresh Brand Analytics data is and how far back it goes
- History: Amazon’s 2025 guide says Brand Analytics data “usually goes back three years”. It gives that figure for Brand Analytics as a whole, not dashboard by dashboard.
- One period per view: Amazon’s 2023 guide shows each search dashboard set to a single selected period, and its API documentation says requests for these reports cannot span more than one. To see a trend, you open one week, month or quarter after another.
- Delay: Amazon says data is generally available within three days of a period closing, and quarter-end data typically within a week.
- Weeks run Sunday to Saturday. Amazon’s API documentation requires weekly requests to start on a Sunday and end on a Saturday.
What each search dashboard measures
Search Query Performance: your share of each search
Amazon says this dashboard lists “the top queries that led customers to your products”, with impressions, clicks, cart adds and purchases for each one, and “a breakdown of your brand’s share of performance compared to overall query performance in the Amazon store”. That share, sometimes called share of search, is the point of the report. It has a Brand View and an ASIN View, and it is the only one of the three search dashboards that gives a search count: search query volume, the number of times shoppers searched the term in the period. Amazon’s 2023 guide caps the Brand View at 1,000 queries and the ASIN View at 100.
Our guide to reading Search Query Performance explains each column and the patterns to look for.
Search Catalog Performance: where each product loses shoppers
Each row is one of your ASINs, with every search combined: impressions, clicks, click rate, median price, cart adds, purchases, search traffic sales and conversion rate. Amazon’s guide says the counts include organic and Sponsored Products results from the search results page, and exclude widgets such as “Top Rated” and “New Arrivals”. There are no market totals, so you compare a product with your other products and with its own earlier periods.
See how to read Search Catalog Performance.
Top Search Terms: what the whole store searches for
It is the only one of the three that isn’t limited to your products. For each search term it shows a search frequency rank, the top-clicked brands and categories, and the three most-clicked products with their click share and conversion share. Search frequency rank is a rank, not a count: Amazon defines it as “the numeric rank of a specific search term’s popularity when compared to all other search terms during a given time period”.
See how to use Top Search Terms for keyword research.
How to use the three dashboards together
Amazon’s 2023 guide suggests a hand-off from Search Catalog Performance to Search Query Performance, and Top Search Terms extends it:
- Search Catalog Performance: find a product with plenty of impressions and clicks but a weak conversion rate.
- Search Query Performance: paste that ASIN into the ASIN View for the same period to see which searches carry its traffic, and at which stage your share drops.
- Top Search Terms: look up those searches to see their rank and which three products win the clicks.
- A keyword tool: Search Query Performance and Search Catalog Performance only cover searches where your products appear. Top Search Terms covers the whole store, but it gives a rank rather than a search count and names only the top three products. For search-volume estimates, or a competitor’s full keyword list, you need keyword or reverse-ASIN software; our keyword research tools comparison covers the options.
What Search Analytics doesn’t show
- Search counts for searches you don’t appear on. Only Search Query Performance counts searches, and it lists only the searches that led shoppers to your products: a term you get no impressions for isn’t in it. Top Search Terms covers the whole store but ranks terms without publishing how many searches each had, and Search Catalog Performance lists no searches at all.
- Most of your competition. Top Search Terms names the three most-clicked products per term. Amazon’s 2023 guide also describes a Search Query Details view, opened from the ASIN View, that lists the top 10 ASINs for a search; we can’t check from outside Seller Central whether it still works that way.
- Ad costs. None of the three reports has cost-per-click or ad spend: Amazon’s API definitions for them contain no ad-cost fields. Search Query Performance and Search Catalog Performance do count Sponsored Products results along with organic ones.
- More than one store at a time. Each API report covers one marketplace.
- Late purchases. Amazon’s 2023 guide said Search Query Performance only counts a purchase when the search, click, cart add and purchase fall within 24 hours, and that Amazon was working on a longer window.
Getting the data out: downloads and the API
Downloads. Amazon announced downloads for Search Catalog Performance and Search Query Performance on 10 March 2023 (Seller Forums post). It listed four types: the view on screen, a comprehensive view of all queries (Search Query Performance only), and two monthly-only files for Search Query Performance, one splitting results with and without the Amazon’s Choice badge and one listing your top and bottom queries. You generate a file from the dashboard and collect it in the Download Manager.
The API. The same reports are available through Amazon’s Selling Partner API to Brand Registry sellers who hold its Brand Analytics role. The API documentation lists them as the Search Query Performance, Search Catalog Performance and Amazon Search Terms reports. It offers the first two in 18 Amazon stores: the US, Canada, Mexico, Brazil, Spain, the UK, France, the Netherlands, Germany, Italy, Sweden, Turkey, Saudi Arabia, the UAE, India, Singapore, Australia and Japan. Each request covers one store and one period. This is how third-party tools import Brand Analytics data.
When a paid tool adds something
The native dashboards cost nothing extra, and for your own products their numbers come from Amazon rather than a model. What they leave to you is work: opening one period after another to see a trend, and estimating search volume or building a full keyword list for terms outside your own Search Query Performance data, where Top Search Terms stops at a rank and three products. These tools, whose public pages and help articles we checked, use Brand Analytics data directly:
| Tool | What it does with Brand Analytics data | Plan needed (checked 10 October 2026) |
|---|---|---|
| Helium 10 Search Query Analyzer | Shows your SQP data beside Helium 10’s keyword data and your sponsored and organic rank, with click-through and conversion rates already calculated | Diamond: $279/mo billed yearly or $359 monthly |
| Helium 10 Cerebro | Shows Top Search Terms data (search frequency rank and the top three products’ click and conversion shares) beside Helium 10’s own keyword estimates | Platinum and up: $99/mo billed yearly or $129 monthly |
| SmartScout Search Query Performance | Charts your share at each funnel stage over time. SmartScout says connecting Brand Registry loads years of SQP history within 48 hours | Basic ($29/mo billed yearly or $49 monthly) tracks 1 ASIN, but SmartScout’s pricing page lists “Historical SQP” only from Essentials ($99 or $119, 10 ASINs) |
Data Dive’s Rank Radar, a daily keyword rank tracker, can also show SQP data beside organic rank and PPC data, according to Data Dive’s help center. For terms you don’t appear on, keyword and reverse-ASIN tools estimate search volume and list competitors’ keywords; our reverse-ASIN tools comparison covers them.
The SQP tools don’t replace Brand Registry: they import your own account’s data, which Amazon’s API releases only to Brand Registry sellers with the Brand Analytics role. Helium 10 limits Search Query Analyzer to Diamond users “who have access to Amazon Brand Analytics”, SmartScout says a connected Brand Registry account “is mandatory for any data to populate”, and Data Dive says SQP “availability depends on Amazon data access”. Helium 10’s Cerebro article lists the plans but doesn’t say whether you need your own Brand Registry access. Plan details are in our Helium 10 pricing and SmartScout pricing guides, and our Amazon search analytics tools comparison covers the wider field.
Frequently Asked Questions
What is Search Analytics in Amazon Brand Analytics?
It is the search section of Brand Analytics, the Seller Central reporting tool Amazon gives registered brands. It holds three dashboards: Search Query Performance, Search Catalog Performance and Top Search Terms.
Who can use Amazon Brand Analytics?
Amazon gives it to brand owners and the people they authorize: you need a Professional selling account plus the Brand Representative role for a brand enrolled in Brand Registry, which the brand's rights owner or an administrator assigns. Selling other brands' products doesn't qualify you on its own.
Does Amazon charge for Brand Analytics?
Amazon lists no separate fee for Brand Analytics, and Brand Registry is free to join. You do need the Professional selling plan, which Amazon lists at $39.99 a month plus selling fees (checked 10 October 2026). Brand Registry also needs a pending or registered trademark, and getting one is a separate cost.
Where is the Amazon Search Analytics login?
Brand Analytics uses your Seller Central login. Sign in, hover over Brands in the main menu, choose Brand Analytics, then pick a dashboard from the Search Analytics menu at the top of the page.
How far back does Brand Analytics data go?
Amazon says Brand Analytics data usually goes back three years and is generally available within three days of a period closing, with quarter-end data typically available within a week.
Which Search Analytics dashboard should I start with?
Start with Search Catalog Performance to find the product that loses shoppers, then open that ASIN in Search Query Performance to see which searches cause it. Use Top Search Terms for searches across the whole store, including ones your products don't appear on.