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Amazon SEO
Chris Rawlings argues that Amazon's free Search Query Performance report, read by comparing your brand's percentage share of impressions, clicks, and purchases for each search term, tells you exactly which search terms have a click-through (thumbnail) problem versus a conversion (listing) problem — letting sellers increase sales through targeted content fixes and smarter traffic allocation instead of simply spending more on ads.
Access path: hamburger menu > Brands > Brand Analytics > Search Analytics > Search Query Performance
Pull the last full calendar month of data, at least two weeks old, because of attribution lag
The report shows, per search term, total (all sellers) and brand-specific counts for Impressions, Clicks, Cart Adds, and Purchases, plus the brand share percentage at each stage
Ignore cart adds — 'very difficult to actually affect'; focus on impression-to-click and click-to-purchase
Sort by brand purchase count rather than by Amazon's search query score, since purchases are the trusted data and roughly track the score anyway
Search query score is Amazon's combination of search volume and relevance to the product, with 1 being the best score
The deepest, non-obvious insights come from midtail keywords — not longtail (low volume) and not main tail (huge volume but low relevance)
Compare brand share % across impression, click, and purchase stages for each priority term to locate exactly where the funnel breaks down
A steep drop from impression brand share to click brand share signals a click-through-rate / thumbnail problem
A steep drop from click brand share to purchase brand share signals a conversion-rate / listing problem
If brand share holds or rises going down the funnel, that term is already converting well and deserves more traffic
Fix for a thumbnail problem: communicate the underlying benefit/concept in the title or main image, within Amazon's terms of service
Fix for a listing problem: better communicate in the listing content that the product solves that specific searcher's problem, and split-test to find which term (e.g., 'bag' vs 'storage') is driving the gap
The report can be exported to a spreadsheet to back-calculate true organic click-through rate: brand clicks ÷ brand impressions, per term
Amazon exposes ad CTR in the ad console but not organic CTR — this back-calculation is described as the only way to get that number
Track back-calculated organic CTR over time for priority terms to see if it's rising or falling
End actions: drive more traffic (single keyword exact-match sponsored product or sponsored brand campaigns with dedicated creative) to terms already winning down-funnel, and hold off on terms with an unresolved funnel problem until content is fixed
Search Query Performance (SQP) Report — A free Amazon Brand Analytics report showing total (all-seller) and brand-specific Impressions, Clicks, Cart Adds, and Purchases for every search term customers used to find products in a category. Apply: Navigate to hamburger menu > Brands > Brand Analytics > Search Analytics > Search Query Performance, pull the last full calendar month (at least two weeks old for attribution), and sort by brand purchase count to prioritize which terms to analyze.
Search Query Score — Amazon's own ranking of how important a search term is to your product, combining search volume and relevance, where a lower number is better. Apply: Use it as a rough proxy for term importance, but prefer sorting by actual brand purchase count since purchases are 'the data that we really trust' and closely track the score anyway.
Brand Share Funnel Analysis — Comparing your brand's percentage share of total impressions, clicks, and purchases for a given search term to see whether your share rises or falls moving down the funnel. Apply: For each priority search term, line up brand share % at the impression, click, and purchase stages side by side to see exactly where performance changes.
Click-Through Rate Diagnosis (Impression Share vs Click Share) — A steep drop from brand impression share to brand click share indicates a thumbnail/title relevance problem, since competitors convert visibility into clicks better than you do. Apply: When impression share is notably higher than click share for a term, test adding that term's underlying concept or benefit into the title or main image, staying within Amazon's terms of service.
Conversion Rate Diagnosis (Click Share vs Purchase Share) — A steep drop from brand click share to brand purchase share indicates a listing-content problem, since shoppers click through but buy competitors' products instead. Apply: When click share is notably higher than purchase share for a term, revise listing copy or images to better communicate that the product solves that specific search term's use case, and split-test wording to close the gap.
Midtail Keyword Prioritization — A keyword-tier focus on midtail terms — excluding longtail (too low-volume) and main tail (too high-volume/low-relevance) — described as the source of the report's 'Deep insights'. Apply: When reviewing the SQP report ranked by purchases, deliberately inspect middle-ranked terms rather than only the top term, since that's where actionable, non-obvious funnel problems tend to surface.
Organic Click-Through Rate Back-Calculation — A method to derive true organic (non-ad) click-through rate per search term — data Amazon doesn't expose directly — by dividing brand click count by brand impression count from the exported SQP data. Apply: Export the SQP report to a spreadsheet, add a column dividing brand clicks by brand impressions per term, and track that ratio over time for priority search terms.
Traffic Allocation Decision Rule — A rule for choosing which search terms deserve more ad spend versus which need content fixes first, based on whether brand share rises or falls down the funnel for that term. Apply: Drive more traffic via single-keyword exact-match sponsored product or sponsored brand campaigns with dedicated creative to terms whose brand share already rises down the funnel, and hold off promoting terms with an unresolved impression-to-click or click-to-purchase drop until the thumbnail or listing is fixed.
The 'more sales without more ad spend' promise is delivered as a content/creative diagnosis problem solved from data already available for free, not a targeting or bidding problem
Sorting by purchases is presented as a shortcut to Amazon's own prioritization, since purchases are said to be 'a big part of how Amazon actually determines the score' for search query relevance
The diagnostic is fully mechanical: whichever funnel stage shows the steepest brand-share drop (impression→click or click→purchase) tells you definitively whether to fix the thumbnail/title or the listing, removing guesswork
Midtail keywords are singled out as the highest-leverage place to look — specific enough to reveal a real customer intent/avatar but not so high-volume/low-relevance as main-tail terms
Two worked examples from the same brand (leak-proof ice bag vs. ice storage bags) show opposite funnel diagnoses side-by-side — one confirms 'drive more traffic' only applies to terms already converting well down-funnel, the other shows a high click share can mask a listing-content failure
The organic CTR back-calculation exploits a gap in Amazon's own reporting: Amazon shows ad CTR directly but never surfaces organic CTR, even though the underlying click/impression counts needed to derive it are already in the exported data
«this is possibly the most powerful data source on Amazon inside Amazon Seller Central that Amazon actually gives us access to»
— 00:50
«where are the Deep insights they tend to come from the midtail keywords»
— 00:52
«we know where the problem in the funnel is for this particular very important search term it's about the thumbnail»
— 00:35
«there's one other thing that this report does really really well which is it shows you your actual organic clickthrough rate and there's no other way to get this data»
— 00:15
«you now have a new superpow use it for good not evil»
— 00:37
Reception
Viewers are highly positive and engaged, praising the video's clarity and value while actively requesting follow-up content on keyword research and PPC topics.
Rawlings delivers a concrete, repeatable diagnostic framework for a free Amazon report, illustrated with fully worked funnel examples across three different products, though the video does not quantify how much sales lift the recommended thumbnail or listing changes typically produce.
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