Guides to the search reports inside Amazon Brand Analytics, the reporting tool Amazon gives brands enrolled in Brand Registry with no separate fee. Start with the Search Analytics overview, then read the guide to the report you are using. Each one explains what the columns mean, using Amazon's own definitions, and what the report cannot tell you.
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Search Analytics is the search section of Amazon Brand Analytics: Search Query Performance, Search Catalog Performance and Top Search Terms. Who can open it, what each dashboard answers, how fresh the data is, what it leaves out, and when a paid tool adds something.
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Amazon's Search Query Performance report shows, for each search that led shoppers to your products, the market's impressions, clicks, cart adds and purchases and your share of each. What every column means, how to spot where shoppers leave you, what SQP can't show, and which tools import it.
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Search Catalog Performance follows each of your products through Amazon search, from impressions to purchases, with every search combined. What each column means, how to find the stage where a product loses shoppers, and why the keyword work starts in Search Query Performance.
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Top Search Terms is the one Brand Analytics dashboard that covers the whole Amazon store, not just your products. How search frequency rank, click share and conversion share work, a keyword research workflow, and what the report leaves out.
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Start with Amazon Brand Analytics, which is free for registered brands. Then compare Helium 10, SmartScout, Data Dive, Jungle Scout and MerchantWords for keyword and search data, with prices checked 10 October 2026.
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