Your product listing should reflect what customers are actually looking for. Amazon’s Search Query Performance data can help brand owners understand how shoppers interact with products for relevant search queries.

The data can show different stages of the shopping journey, including impressions, clicks, cart adds, and purchases. This makes it useful for finding areas where your listing may need improvement.

For example, if your products receive impressions but very few clicks, you may need to review your main image, title, or pricing. If shoppers click on your product but rarely purchase it, look at your product page, reviews, content, price, and overall customer experience.

Use search query data as a guide rather than trying to optimize for every available keyword. Focus on search terms that are relevant to your products and have clear customer intent.

For more strategies on using Amazon search and customer data, read our complete guide: Amazon Brand Analytics: A Complete Guide for Sellers.