亚马逊搜索词报告

注意： 此功能仅适用于拥有品牌的卖家。此卖家必须是品牌内部人员，并负责在亚马逊上销售该品牌。

如果您无法使用此功能，说明您尚未被确定为符合亚马逊品牌注册中定义的这些标准的卖家。如果您认为自己符合这些标准，请联系卖家支持。

亚马逊搜索词报告向品牌所有者显示了买家总体上如何在亚马逊商城查找其商品及其竞争对手的商品，包括每种商品的相对搜索热门程度、点击分享和转化率分享。

亚马逊搜索词报告中包含哪些信息？

亚马逊搜索词报告显示了特定时间段内亚马逊商城中最常用的搜索词、每个词的搜索频率排名以及买家在搜索该词后总体上点击的前三种商品。对于前三种商品中的每一种，此报告还会显示每种商品的点击分享和转化率分享。

品牌所有者可查找特定词以查看亚马逊买家在搜索该词后总体上点击的商品，也可搜索特定商品以了解哪些词促使亚马逊买家总体上点击该商品。

什么是搜索频率排名？

搜索频率排名是指特定搜索词的热门程度与给定时间段内所有其他搜索词进行比较的数字排名。

什么是点击分享和转化率分享？

点击分享是指亚马逊买家在搜索特定词后总体上点击特定商品的次数除以亚马逊买家搜索该词后总体上点击任何商品的总次数。

与点击分享相似，转化率分享是指亚马逊买家在搜索特定词后总体上购买特定商品的次数除以亚马逊买家在搜索该词后总体上购买任何商品的总次数。点击分享和转化率分享相互独立，转化率分享可高于点击分享。

 亚马逊官网原文详情：

Amazon Search Terms report

Note: This feature is only available to sellers who own a brand. This seller must be internal to the brand and responsible for selling the brand on Amazon.

If you do not have access to this feature, you have not been identified as a seller who meets these criteria as defined by the Amazon Brand Registry. If you believe that you do fit these criteria, please contact Seller Support.

The Amazon Search Terms report shows Brand Owners how customers (in aggregate) are finding their products and their competitors’ products on Amazon, including each product’s relative search popularity, click share, and conversion share.

What information is contained in the Amazon Search Terms report?

The Amazon Search Terms report shows the most popular search terms on Amazon during a given time period, along with each term’s search frequency rank and the top three products that customers (in aggregate) clicked on after searching that term. For each of the top three products, the report also shows each product’s click share and conversion share.

Brand Owners can look up a specific term to see the products that Amazon customers (in aggregate) are clicking on after searching for that term, or they can search for a specific product to find out which terms are driving Amazon customers (in aggregate) to click on that product.

What is search frequency rank?

Search frequency rank is the numeric rank of a specific search term’s popularity when compared to all other search terms during a given time period.

What are click share and conversion share?

Click share is a percentage determined by the number of times Amazon customers (in aggregate) clicked on a particular product after searching for a given term, divided by the total number of times Amazon customers (in aggregate) clicked on any product after searching for that term.

Similar to click share, conversion share is a percentage determined by the number of times Amazon customers (in aggregate) bought a particular product after searching for a given term, divided by the total number of times Amazon customers (in aggregate) bought any product after searching for that term. Click share and conversion share are independent of one another, and conversion share can be higher than click share.

 文章来源：亚马逊官方网站