Search Query Performance by Brand (Seller Only)

Table Name: brand_search_query_performance

The Search Query Performance by Brand table lists the top product search queries that led customers to any of your products (ASINs). It includes overall query performance, such as impressions, clicks, cart adds, and purchase for each query, and your brand’s share of that performance.

Currently only available for Sellers who are brand registered.

Amazon provides two versions of this table: brand-level and ASIN-level.

• The brand-level table summarizes search query performance for your entire catalog. It is useful for measuring your brand’s total search performance and identifying opportunities across your catalog.
• The ASIN-level table breaks down search query performance for an individual ASIN. It is useful for deep diving performance for key items, and comparing item-level performance to brand-level.

Business questions & scenarios

What is this data useful for?

• Business performance review: Diagnose traffic changes / did search query volume change for my main terms?
• Retail Media: What terms should we spend more money on? To promote which ASINs?
• Retail Media: How to find what is organic vs. paid in terms of what is driven by clicks?
• Search trends: How are this item’s top search terms changing over time?
• Market share: What is my share of voice for top terms for an ASIN? How does it compare to my total brand share of voice for the same terms?

Data dictionary: fields in this table

Table & data nuances

• “Search Query Score” (rank) is not a useful field because it is relative to the specific ASIN you use, and it’s not clear what criteria Amazon uses to determine the score.
• Our workflow gets all columns, including shipping speeds, that are not available by default in the UI

How to query this table

When querying this table, avoid duplicate data by always filtering to either WEEKLY or MONTHLY period, and pulling only data for the most recent snapshot_date. The example query below will provide the most recent snapshot of search query performance for all monitored ASINs, for the WEEKLY period (change ‘WEEKLY’ in the where clause to ‘MONTHLY’ if needed).

with maxdate as 
	(
	select max(snapshot_date) as date 
	from public.brand_search_query_performance_by_asin
	)

select
    _partneruuid,
    snapshot_date,
    period,
    search_query,
    rank,
    search_query_volume,
    total_impressions,
    impressions_asin_count,
    impressions_asin_share,
    total_clicks,
    clicks_click_rate,
    clicks_asin_count,
    clicks_asin_share,
    clicks_median_price,
    clicks_median_asin_price,
    same_day_shipping_speed_clicks,
    one_day_shipping_speed_clicks,
    two_day_shipping_speed_clicks,
    cart_adds_add_rate,
    total_cart_adds,
    cart_adds_asin_count,
    cart_adds_asin_share,
    cart_adds_median_price,
    cart_adds_median_asin_price,
    same_day_shipping_speed_cart_adds,
    one_day_shipping_speed_cart_adds,
    two_day_shipping_speed_cart_adds,
    total_purchases,
    purchase_rate,
    purchases_asin_count,
    purchases_asin_share,
    purchases_median_price,
    purchases_median_asin_price,
    same_day_shipping_speed_purchases,
    one_day_shipping_speed_purchases,
    two_day_shipping_speed_purchases
	
from public.brand_search_query_performance
where 
	snapshot_date = (select date from maxdate)	
-- change period to MONTHLY below for monthly data
	and period = 'WEEKLY'

Example query output

• Business questions & scenarios
• Schema & update details
• Historical data & change management
• Data dictionary: fields in this table
• Table & data nuances
• How to query this table
• Example query output
• Related pages

Related pages

Search Query Performance by ASIN (Seller Only)

Search Catalog Performance (sellers only)