Best Amazon Search Analytics Tools for 2026: Brand Analytics, SQP and Keyword Data

Start with Amazon’s own search analytics if you qualify: Brand Analytics’ three Search Analytics dashboards are free for registered brands and use Amazon’s first-party data. Helium 10 Diamond ($279 a month billed yearly, $359 monthly) puts your brand’s SQP data next to rank tracking, and for search terms your brand doesn’t own, SmartScout’s Search Terms Database starts at $29 a month billed yearly (checked 10 October 2026).

This guide covers search analytics: what shoppers search for, which listings win those searches and where yours loses them. For sales, profit and inventory analytics, see our guide to Amazon analytics tools for sellers; for competitors, brands and categories, see Amazon market intelligence tools.

How we picked. We compared Amazon’s dashboards and five paid tools on four search jobs: diagnosing your own search funnel, finding search terms, tracking rank, and sizing demand. Amazon’s descriptions come from its seller pages and API documentation; plan limits and prices come from each vendor’s pricing page, all checked 10 October 2026. Search volumes in paid tools are each vendor’s own estimates, so treat them as relative rather than exact; how we test explains our method.

The six search analytics tools compared

“Best for” is our judgement from each vendor’s plan table and documentation: the search job each tool covers best at its entry price.

What Amazon’s Search Analytics dashboards include

Amazon describes Brand Analytics as a Seller Central tool for reviewing aggregate customer data. Its dashboards sit in four groups (Customer Journey, Customer Loyalty, Search Analytics and Consumer Behavior), and Search Analytics holds three of them. Amazon’s Brand Analytics guide describes them like this:

To use it, Amazon says you need a Professional selling account and Brand Representative status for a brand enrolled in Brand Registry; you open it from Brands, then Brand Analytics, in Seller Central (Amazon). Amazon announced the search dashboards in October 2021 as free for Brand Registry sellers, and launched Search Catalog Performance and Search Query Performance in April 2022.

Amazon also offers the SQP and SCP reports through its Selling Partner API, in weekly, monthly and quarterly periods across 18 Amazon stores (SP-API documentation), which is why some paid tools can show your SQP data once you connect your account.

Which Brand Analytics report to start with

Search Catalog Performance is the usual first stop, because it puts the whole path from impression to purchase in one view. Search Query Performance tells you why: which queries are losing you clicks or sales. Top Search Terms is the only one of the three that looks beyond your own products.

When Amazon’s free reports are enough, and when they aren’t

The native dashboards are enough when you sell one registered brand, your question is about your own products, and weekly or monthly data is fresh enough. They stop being enough when:

• you don’t have Brand Registry, so you can’t open them at all;
• you need data on search terms you don’t rank for, for a launch or a new category;
• you want daily rank tracking, because SQP and SCP come in weekly, monthly and quarterly periods;
• you need more than the top three brands or products per search term.

Best for SQP analysis next to keyword ranks: Helium 10

Helium 10’s Search Query Analyzer imports your Search Query Performance data and shows it next to Helium 10’s sponsored and organic ranking data, with click-through and conversion rates already calculated, according to Helium 10’s tool page. Its FAQ says Diamond users with Brand Analytics access get it with their plan.

The plan split matters for every search feature. On Platinum, Cerebro keyword research is capped at 100 searches a month and keyword rank tracking isn’t included. Diamond includes both; its pricing table shows a tick rather than a limit, and Helium 10’s plan guide (updated 13 May 2026) lists 300 Cerebro uses a day. The same guide still lists 500 tracked keywords on Platinum, which contradicts the pricing table, so confirm with Helium 10 before you count on rank tracking at Platinum.

Helium 10 Platinum costs $99 a month billed yearly, or $129 billed monthly; Diamond costs $279 a month billed yearly, or $359 billed monthly (Helium 10’s pricing page, checked 10 October 2026). A Keyword tracker add-on starts at $19 a month. There is no free trial; Helium 10’s terms give a full refund if you cancel within 7 days of your first purchase. Our Cerebro review covers its keyword research in more depth.

Best for searching every search term: SmartScout

SmartScout’s Search Terms Database is on every plan, including Basic, and its plan comparison describes it as every documented search term “along with filters for search volume, CPC, Shared/Sponsored products, and more”. Basic’s card lists keyword research for 5,000 ASINs a month.

History and tracking start on Essentials: Search Terms Details (“Historical trends, top ranking products, and more”, in SmartScout’s words), Search Trends, Rank Maker, the Product Visibility Score and historical SQP. Business adds Keyword Map, Shared Search Terms and the Relevancy Quadrant, and Brand Search Terms is Enterprise only.

SmartScout Basic costs $29 a month billed yearly, or $49 month to month. Essentials is $99 billed yearly ($119 monthly) and Business is $239 billed yearly ($299 monthly). Enterprise is quoted after a demo (SmartScout’s pricing page, checked 10 October 2026). There is no free trial; each self-serve plan has a 7-day money-back guarantee for new customers. Our Rank Maker review shows how the history tools work.

Best for daily rank tracking: Data Dive

Data Dive’s help center (updated 17 September 2026) describes Rank Radar as a keyword tracker that updates daily and combines organic rank tracking with PPC data, and it can now track each child-ASIN variation. Its research starts from a “Dive”, which builds a Master Keyword List of competitors’ organic and sponsored ranks, search volume and relevancy.

Data Dive Starter is $39 a month, or about $32 a month billed yearly; Standard is $149 or $124; Enterprise is $490 or $408 (Data Dive’s pricing page, checked 10 October 2026). Data Dive doesn’t print yearly totals. Rank Radar covers 25 keywords on Starter, 1,000 on Standard and 12,000 on Enterprise. Data Dive offers no free trial or money-back guarantee. See our Data Dive pricing guide for the full limits.

Best for keyword history: Jungle Scout

Jungle Scout’s Keyword Scout allows 50 searches a month on Starter and 250 on Growth Accelerator, with no cap shown on Brand Owner. Historical keyword data goes back 1 month, 1 year and 2 years on the three plans, and Rank Tracker covers none, 500 and 5,000 keywords.

Jungle Scout Starter costs $29 a month billed annually ($348 a year) or $49 month to month. Growth Accelerator is $49 a month billed annually ($588) or $79 monthly. Brand Owner is $129 a month billed annually ($1,548) or $149 monthly (Jungle Scout’s pricing page, checked 10 October 2026). There is no free trial; new customers on regularly priced plans get a 7-day money-back guarantee.

Best for budget search-volume lookups: MerchantWords

MerchantWords Silver is $35 a month or $350 a year; Gold $79 or $790; Platinum $149 or $1,490; Enterprise is $749 a month through sales. There is no free trial (checked 10 October 2026).

Silver includes 500 searches for one user in one country, Gold 1,000 searches for two users in one region, and Platinum unlimited searches for three users on monthly billing or five on annual, across all regions. The API is a separate subscription with a free tier of 2 requests a minute. Our MerchantWords review explains where its search volumes come from.

How to choose an Amazon search analytics tool

1. Check Brand Registry first. If you have it, Brand Analytics answers most questions about your own products for free.
2. Decide whose searches you need. Your own funnel is Brand Analytics territory; the whole market needs a paid database such as SmartScout or a keyword tool.
3. Decide how often you need rank data. Data Dive’s Rank Radar updates daily, while Search Query Performance and Search Catalog Performance are weekly at their most frequent. Amazon’s Selling Partner API also offers Top Search Terms data by day, but that report ranks search terms, not your listings.
4. Read the cheapest plan’s limits. Helium 10 Platinum has no rank tracking, SmartScout Basic has no search history, and Jungle Scout Starter keeps one month of keyword history.
5. Treat search volume as an estimate. Use it to rank keywords against each other, not to forecast sales.

For a broader comparison of keyword tools, see our guide to Amazon keyword research tools; for the rest of your software stack, see our roundup of the best Amazon seller tools.