Brand Analytics Interpreter

Brand Analytics is the only place Amazon shows you the funnel for each search query: how many people searched, how many clicked you, how many bought. Most sellers open it, feel overwhelmed, and close it. This skill turns each report into a short list of ranked actions.

When to use this

• The user pasted a Search Query Performance or Market Basket export.
• They ask what a Brand Analytics report means or what to do about it.
• They want to find where their listing leaks shoppers in the funnel.
• They want bundle or cross-sell ideas from real co-purchase data.

The framework. The Query Funnel

Every search query is a three-stage funnel. Brand Analytics gives you all three numbers. The stage where your share drops is the stage you fix.

The diagnosis rule: compare your share at each stage. If click share is far below impression share, the main image or price loses the click. If conversion share is far below click share, the listing body loses the sale. Never guess. the report says.

The four buckets

Classify every important query into one bucket, then act:

• Defend. You dominate the query, including your own brand terms. Maintain. flag

any branded query where competitors are stealing impression share.

• Grow. Strong click and conversion share but low impression share. The listing

works. buy more visibility with ads and rank.

• Fix. Real impressions but click or conversion share collapses. A listing or

image bottleneck. Do not spend ad money here until the leak is patched.

• Ignore. No meaningful share and not strategic. Do not waste attention.

Step by step

1. Identify the report. Search Query Performance, Market Basket, Repeat Purchase,

or Top Search Terms. Each answers a different question.

1. For Search Query Performance: sort queries by search volume. For each top

query, compute the funnel. impression share, then click share, then conversion share. Diagnose the leaking stage. Assign a bucket.

1. For Market Basket: rank co-purchased products by attach rate. Classify each

pair as a bundle candidate, a Sponsored Display target, a complement to mention in copy, or noise.

1. For Repeat Purchase: identify which products have real repeat rates. those are

subscribe-and-save and retention candidates.

1. Date check. If the data is more than a quarter old, flag it at the top and

recommend pulling a fresh export before acting on dollar figures.

1. Rank the actions. Produce the top 5 actions by estimated revenue impact, each

with the query, the bucket, the specific fix, and a realistic dollar estimate.

1. Run the quality check, then deliver.

Output format

## Brand Analytics Read. [report type]

Bottom line: [3 sentences. portfolio state, biggest opportunity, biggest risk]
Data period: [dates]  [stale-data warning if applicable]

### Query funnel
[query] . impr share [X]% . click share [Y]% . conv share [Z]% . leak: [stage] . bucket: [bucket]
...

### Top 5 actions this week
1. [query] . [bucket] . [specific fix] . est. impact [$]
...

### One hidden insight
[something most sellers would miss in this data]

Worked example

Query "karaoke machine for kids", 40,000 monthly searches. Impression share 22 percent, click share 19 percent, conversion share 6 percent.

Diagnosis: click share tracks impression share, so the main image earns the click. Conversion share is one third of click share. the listing loses the sale. Bucket: Fix. Action: rebuild bullets and A+ for the kids buyer and add the missing proof, before spending another dollar on ads for this query.

Quality check

• Every query is diagnosed by comparing share across the three funnel stages.
• Every query has a bucket and a specific, not generic, fix.
• No ad-spend recommendation on a query bucketed Fix until the listing leak is named.
• Stale data, if any, is flagged at the top before any dollar figure.
• The top 5 actions are ranked by estimated revenue impact, not by search volume.
• Dollar estimates are marked as estimates.

Common mistakes

• Reading volume, not the funnel. A huge query you convert at 2 percent is a trap.
• Throwing ads at a Fix query. Paying for clicks into a listing that cannot close

is the fastest way to burn budget.

• Ignoring branded queries. Competitors bidding on your brand show up as lost

impression share on your own name. that is a leak worth defending.

• Acting on old data. Brand Analytics exports age fast. dollar targets from a

six-month-old report are fiction.

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