How do I use Amazon Brand Analytics for keyword research?
Use Amazon Brand Analytics for keyword research by finding relevant shopper queries, comparing their demand and funnel performance, and identifying where your brand lacks impressions, clicks, cart adds, or purchases. Then validate each keyword against product relevance, profitability, ranking, and advertising data. Open Brand Analytics in Seller Central and use available reports such as Search Query Performance and Amazon Search Terms. Search by your brand, ASIN, seed keyword, or reporting view, depending on the dashboard. Export relevant queries with their demand and funnel metrics for a consistent date range. For a foam roller, begin with core terms such as foam roller, muscle roller, and recovery roller. Keep closely relevant variations, then record query volume or Search Frequency Rank, brand impression share, click share, cart-add share, purchase share, and the product's current ranking or PPC performance. Score each query for product relevance first. Then compare demand, current visibility, funnel share, conversion potential, competition, and business value. A lower-volume query with precise product fit can be more valuable than a broad high-volume term that attracts poorly matched shoppers. A low impression share suggests an SEO, indexing, ranking, or advertising opportunity. Strong impressions with weak clicks suggests the search result needs work. Strong clicks with weak purchases suggests a listing, offer, review, price, or product-fit issue rather than a need to add the keyword more often. Map the highest-priority terms to the title, bullet points, description, attributes, backend search terms, PPC campaigns, or content plan according to relevance and importance. Do not repeat every keyword in every field. Use visible copy for terms that help shoppers understand the product and backend fields for additional relevant wording. Measure the next reporting period against a saved baseline. Track indexing, organic position, impressions, clicks, carts, purchases, PPC search terms, and conversion. Brand Analytics shows what shoppers do on Amazon, while third-party tools can add competitor ranking, keyword expansion, and trend context.
Use Amazon Brand Analytics to find shopper queries, compare funnel share, validate demand, and prioritise relevant keywords for listings and PPC.