At a glance
Your share of the action on the search queries that matter to your brand. Using Amazon Brand Analytics search-query data, it measures how much of the clicks and conversions on a given query your ASINs capture versus everyone else competing for that query. A high and stable share means you own your space; a falling share means a competitor is taking it, usually before the revenue impact shows up in sales. This is a brand-defence early-warning gauge.
| What it measures | Your brand’s share of the clicks and/or purchases on a defined set of search queries, drawn from Amazon Brand Analytics (Search Query Performance / Search Catalogue Performance reports). |
| Why “share” | Absolute search volume rises and falls with the market. Share normalises for that: it tells you whether you are winning or losing the query relative to competitors, regardless of whether the category is up or down overall. |
| Brand vs category queries | This card focuses on brand-relevant queries (your branded terms plus the core non-branded terms you compete on). Losing share on your own branded terms is especially serious, it means someone is intercepting your buyers. |
| Requires Brand Registry | Brand Analytics is gated behind Amazon Brand Registry. Sellers without Brand Registry will not have this data; for them, Return Reason Clusters by ASIN and the search-term cards built on universally available data are the alternatives. |
| What a drop means | A competitor outranking you, a new entrant winning the query, your listing losing relevance or conversion, lost Buy Box on the ASIN that ranks for the query, or aggressive competitor advertising on your terms. |
| Leading indicator | Share shifts on a query before the revenue from that query fully moves, so it warns earlier than the sales line. |
| Time window | 90D (the selected period) |
| Alert trigger | drop >5pp WoW, a fall of more than five percentage points week on week |
| Roles | owner, marketing |
Calculation
Calculated automatically from your Amazon Seller Central data. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading.Worked example
A brand-registered coffee-equipment seller tracking share on their core branded and category queries. Figures are illustrative.| Query | Your share, prior week | Your share, this week | Movement | Read |
|---|---|---|---|---|
| ”[your brand] grinder” (branded) | 71% | 58% | -13pp | alert: a competitor is bidding on your brand |
| ”burr coffee grinder” (category) | 22% | 20% | -2pp | normal variation |
| ”espresso tamper” (category) | 9% | 14% | +5pp | a new listing is gaining traction |
| ”[your brand] filters” (branded) | 64% | 63% | -1pp | stable, healthy |
- Losing share on your own brand name is the five-alarm signal. The 13pp drop on “[your brand] grinder” means people searching specifically for you are buying something else. The usual cause is a competitor advertising on your branded term, or your hero ASIN losing the Buy Box so a third-party offer wins the click. Defend branded terms first. Cross-check Top Branded Search Terms.
- Category-term share is offence, branded-term share is defence. The +5pp on “espresso tamper” is growth on a contested category query, a win to reinforce with content and ads. The branded losses are defence: protecting demand you already earned.
- Share moves before revenue does. A query you are losing today feeds the sales decline you will see next month. That lead time is the whole point, it lets you respond while you still can, not after the revenue has gone.
- Small category moves are noise; branded moves rarely are. The -2pp on “burr coffee grinder” is within normal weekly variation for a contested category term. The same-sized move on a branded term would matter far more, because branded share should be high and stable by default.
Sibling cards merchants should reference together
Share is the gauge. These show the terms, the rankings, and the paid pressure behind it:| Card | Why pair it with Search Query Share (Brand) |
|---|---|
| Top Branded Search Terms | The branded queries you should be defending. A share drop here points to which term lost ground. |
| Top Non-Branded Search Terms | The category battlegrounds where you play offence to grow share. |
| ASIN Conversion Rank by Query | Tells you whether a share loss is a ranking problem or a conversion problem on the query. |
| Organic vs Ad Sales Share | If you are defending share with ads, this shows how much of the win is paid for. |
| Buy-Box Win Rate (top-50 ASINs) | Lost Buy Box on the ASIN that ranks for a query can cause a query-share drop. |
| Brand Registry Coverage | This card depends on Brand Registry. Coverage tells you which of your brands actually feed this data. |
Reconciling against Amazon Seller Central
Where to look in Seller Central: The closest Amazon-native views are:Brand Analytics → Search Query Performance (per-ASIN and per-brand query metrics) and Search Catalogue Performance, both under the Brands menu for Brand-Registry-enrolled accounts.These Brand Analytics reports show impressions, clicks, cart-adds, and purchases per query, along with your share of each. This card distils that into a single share gauge per query and watches it for week-on-week moves so you do not have to re-pull the report manually. Timing, settlement, and reporting-lag table:
| Topic | Detail |
|---|---|
| Brand Analytics lag | Brand Analytics reports are published on Amazon’s own cadence (often weekly, with a lag of several days). This card is therefore not real-time; “this week” reflects the most recent published Brand Analytics period. |
| Brand Registry requirement | Without Brand Registry there is no Search Query Performance data and this card cannot populate. Enrolling unlocks it going forward, not retroactively. |
| Query aggregation | Amazon aggregates the long tail of search queries. Very low-volume queries may be grouped or omitted, so share is most reliable on meaningful-volume terms. |
| Click vs purchase share | Share can be measured on clicks or on purchases; the two can diverge (you win the click but lose the sale). Be clear which lens you are reading. |
| Reason | Direction | Why |
|---|---|---|
| Report cadence | Ours lags | Brand Analytics publishes periodically with a lag; the card reflects the latest published period, not live search activity. |
| Click vs purchase basis | Definition difference | If you compare a click-share figure to a purchase-share figure, they will not match. Confirm the basis. |
| Query grouping | Long-tail differences | Amazon groups low-volume queries; share on niche terms may differ from a hand-pulled subset. |
| Brand Registry scope | Missing brands | Only brands enrolled in Brand Registry feed this. An unenrolled brand shows no share. |
| Card | Expected relationship | What causes legitimate divergence |
|---|---|---|
amazon.asin_conversion_rank_by_query | Two reads on the same query. Share is how much you capture; conversion rank is how well your ASIN converts that query relative to peers. | You can hold high share on a query while converting below the category leader, or vice versa. |
google_search_console query data | Different search engines. Amazon search behaviour and Google search behaviour for the same brand are separate. | A brand can dominate Amazon search yet have weak Google visibility, and the reverse. They do not reconcile. |