Brand On-Site Search provides a breakdown of all the keywords driving traffic to a brand's product pages in Amazon. Metrics include brand search volume, share of search vs. competitors, and average unit prices.
The Value of On-Site Search
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Brand Strength & Equity
High branded search volume signals strong awareness and preference.
Low or declining branded searches could indicate brand erosion or weaker visibility.
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Competitive Benchmarking
See how your brand compares to competitors in terms of shopper-driven demand.
If competitors have higher branded search, it signals stronger pull power at the point of sale.
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Campaign Effectiveness
Measure the impact of marketing initiatives on retailer search demand.
Example: If a TV campaign drives a spike in branded searches, it shows offline → online lift.
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Conversion Insights
Understand how branded searches convert into sales vs. generic or competitor searches.
Helps refine budget allocation between brand-building and performance marketing.
Let's dive in the modules and graphs...
First off, select the Brand you wish to analyze up top. Then, if you want to see its total performance, select All Categories. Otherwise, if you want to hone in on a segment of its business, specify a category.
Once selected, you'll see the Product Clicks graph which displays the distribution between paid and organic clicks for the selected brand, and time frame.
Tip: Use this graph to understand how aggressive you should be with your paid strategy.
The Branded vs. Non-Branded Searches graph displays the percent of clicks on the selected brand’s product pages, resulting from branded vs. non-branded searches. A search is defined as 'branded' if more than 70% of clicks, from July 2019 until last month, ended up on a specific brand's product pages.
The graphs present three types of clicks:
- Branded - Selected Brand: Percent of clicks on the selected brand’s product pages, resulting from the selected brand’s branded searches (i.e., more than 70% of clicks, from July 2019 until last month, ended up on the selected brand’s product pages)
- Branded - Other Brands: Percent of clicks on the selected brand’s product pages, resulting from other brand’s branded searches (i.e., more than 70% of clicks, from July 2019 until last month, ended up on other brand’s product pages)
- Non-Branded: Percent of clicks on the selected brand’s product pages, resulting from non-branded searches (i.e., less than 70% of clicks, from July 2019 until last month, ended up on a specific brand’s product pages)
The Top Keywords table uncovers the keywords the selected brand got the most clicks for.
In the table, you can analyze:
- Brand Clicks: For the searched keyword, the number of unique clicks on the selected brand’s products in the selected domain and time frame. If a consumer clicked on the same product twice in the same 30-min session, it is counted as one click.
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Organic vs. Paid: For the searched keyword, percent of paid clicks on the selected brand’s products, in the selected domain and time frame.
Paid clicks include any product view originating from a sponsored search result
- Total Clicks: For the searched keyword, the number of unique clicks on products in the selected domain and time frame. If a consumer clicked on the same product twice in the same 30-min session, it is counted as one click.
- Brand Share: For the searched keyword, percent of clicks on the selected brand’s products in the selected domain and time frame
- Brand Avg. Unit Price: For the searched keyword, the average unit price of the selected brand, in the selected domain and time frame
- Other Brand Avg. Unit Price: For the searched keyword, the average unit price in the selected domain and time frame, excluding the selected brand.
Retail Intelligence > Search Optimization > Brand
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