Amazon Search Catalog Performance: How to Read It Before You Research Keywords

Amazon’s Search Catalog Performance dashboard follows each of your products through search: how often it appeared in the results, then how many shoppers clicked, added it to the cart and bought. It combines every search, so it shows which product loses shoppers and at which stage, but not which keyword is responsible. For that, open the same ASIN in Search Query Performance.

What Search Catalog Performance shows

Each row is one ASIN in your catalog, “aggregated across all queries” for the period you choose, according to Amazon’s Brand Analytics best practice guide (last updated 8 August 2023). Amazon’s Brand Analytics guide (8 October 2025) lists the metrics as impressions, “clicks and click rates, median prices, cart adds, purchases, and conversion rates”, and Amazon’s API definition of the report gives the formulas.

Each stage also carries the ASIN’s median price and counts for same-day, one-day and two-day delivery messages. Amazon says every count includes organic and Sponsored Products results from the search results page “for all customers”, and excludes widgets on the search page such as “Top Rated” and “New Arrivals”. Unlike Search Query Performance, the report has no market totals or shares: every number is your own.

Where to find it and how fresh the data is

• Path: Seller Central, then Brands, then Brand Analytics, then Search Catalog Performance in the Search Analytics menu. You need a Professional selling account and the Brand Representative role for a brand in Brand Registry; our Amazon Brand Analytics Search Analytics guide covers access and the other two dashboards.
• Periods: weekly, monthly or quarterly, one period at a time: Amazon’s API documentation says a request can’t span more than one, and that weeks run Sunday to Saturday.
• Freshness and history: Amazon says Brand Analytics data in general is available within three days of a period closing and usually goes back three years. Its 2023 guide adds that availability can vary for ASINs with low sales, no clicks or low traffic, and for new ASINs.
• Coverage: the API version returns every ASIN you are the brand owner for, unless you name specific ones.
• Downloads: Amazon made the report downloadable in 2023.

How to read it: find the stage where each product leaks

With no market benchmark in the report, you compare each product with your other products and with its own earlier periods. A monthly view gives each ASIN more data than a weekly one.

1. Sort by impressions. A product that search rarely shows has a discoverability problem, and there is nothing further down the funnel to fix yet.
2. Compare click rates between similar products. One that sits well below its siblings is being passed over in the results.
3. Compare cart adds and conversion rates. A product with a healthy click rate and a weak conversion rate loses shoppers on its detail page or at checkout.
4. Check the median prices. If an ASIN’s median purchase price is well below its median impression price, its sales leaned towards the times it was cheaper, for example during a deal or a price cut.
5. Check the delivery messages. Compare the share of the ASIN’s impressions that showed a same-day or one-day message with the share of its purchases that did.
6. Take the weak ASIN into Search Query Performance. Amazon’s own tip is to paste it into the ASIN View for the same period, to see “which customer search terms are driving sales and traffic on your ASIN”.

Amazon’s guide makes similar suggestions: adjust keywords to earn more impressions, analyze clicks to improve click-through, and set competitive prices to improve conversion.

One caution: impressions include Sponsored Products results, so pausing or raising ad spend moves this report. If a product’s impressions jump or fall, check your advertising for the same period before you blame organic rank.

What it can’t tell you for keyword research

• Which searches. Every search is combined, so a product that converts well on one search and badly on another shows a blend of the two. Search Query Performance splits the numbers by search.
• How you compare with competitors. There are no market totals or shares.
• New keywords. It covers your products only and lists no search terms. For terms you don’t appear on, see Top Search Terms and our keyword research tools comparison.
• Ad costs. It counts sponsored impressions but has no cost-per-click or ad spend.

Search Catalog Performance vs Search Query Performance

Our guide to reading Search Query Performance picks up where this report stops.

When a paid tool helps

This report ends at “this product loses shoppers at the click” or “on the detail page”. Fixing that is listing and keyword work, which is where paid tools come in. Helium 10’s Listing Analyzer scores a listing and its keyword tools find terms to add. Platinum, its cheapest paid plan, includes 50 Listing Analyzer uses and 100 keyword searches a month, according to Helium 10’s pricing table (checked 10 October 2026), and our Helium 10 review goes through the rest of the suite. For alternatives, see our listing optimization tools comparison; for software that reads Brand Analytics data directly, see our Amazon search analytics tools comparison.