Category On-Site Search provides insights into how shoppers search within Amazon for a given category (like “protein powder” or “lipstick”). It includes data like search volume, keyword trends, click-throughs, and conversion patterns for category-related terms.
The Value of Category On-Site Search
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Demand Signals
Reveals how much consumer interest exists for a category and how it changes over time.
Acts as a leading indicator of sales, since shoppers start with search.
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Consumer Language
Shows what words consumers use when searching (e.g., “wireless earbuds” vs. “Bluetooth headphones”).
Helps optimize product titles, content, and SEO to match shopper intent.
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Trend Spotting
Identifies rising or declining search terms within a category.
Useful for forecasting and staying ahead of emerging product types or attributes.
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Retailer Search Dynamics
Understanding how categories perform in on-site search helps with retailer negotiations and digital shelf visibility strategies.
Below are the graphs and modules you'll find...
The Product Clicks graph displays the distribution between paid and organic clicks to the selected category in the selected domain, category, and time frame, which can be adjusted in the top right corner of the report.
Tip: Use this graph to understand how aggressive you should be with your paid strategy in the different categories you play in.
In the Clicks on Products by Position graph, you can see the distribution of clicks between the first ten organic and paid search results. For each position, analyze the share of Organic vs. Paid clicks.
Tip: Use this table to inform your search strategy and decide whether you need to buy your way to the top of the search results or invest more in SEO to get to the top of the organic results.
Brand Share
Analyze the share of search traffic by brand within the selected category. Look at all traffic, organic, or paid. You can look at either the clicks to each brand, or each brand's search volume. You can also look at a trended line chart of up to five brands by clicking the zigzag arrow in the top right corner of the module.
The Top Keywords in Category table uncovers the most searched keywords in the selected category.
In the table, you can analyze:
- Clicks: For the searched keyword, the number of unique clicks on products in the selected domain, category, and time frame. If a consumer clicked on the same product twice in the same 30-min session, it is counted as one click.
- Organic vs. Paid clicks: For the searched keyword, the percentage of organic vs. paid clicks in the selected domain, category, and time frame.
- Average Unit Price: For the searched keyword, the average unit price in the selected category and time frame.
- Top Brand: For the searched keyword, the brand which received the most clicks in the selected category, domain, and time frame.
- Top Brand Share: For the searched keyword, percent of clicks the top brand received in the selected category, and time frame.
Retail Intelligence > Search Optimization > Category
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