Understanding which keywords are driving sales in your niche is critical for success on Amazon. By analyzing Amazon Brand Analytics (ABA) keywords, you can identify hidden keyword opportunities and gain insights into your competitors’ strategies. This can help you optimize your product listing, improve your ad campaigns, and uncover untapped markets—giving you a competitive edge and driving more sales.
Step-by-Step Guide to Searching and Filtering ABA Keywords
1. Access the ABA Top Search Terms Tool
To begin, use the Amazon Brand Analytics Top Search Terms tool. This feature allows you to search for keywords associated with specific products, brands, or search terms.
2. Search by ASIN
Enter an ASIN (Amazon Standard Identification Number) into the tool. This can be:
- Your product’s ASIN to analyze your own keyword performance.
- A competitor’s ASIN to uncover which keywords are driving sales for them.
3. Review Key Metrics
Once you enter the ASIN, the tool will display:
- Top Keywords where the product ranks in the top three clicks.
- Conversion Share showing the percentage of sales each product captured for a given keyword.
This insight shows where your competitor is outperforming you and highlights areas for improvement.
4. Search by Keyword
Alternatively, you can search by entering a keyword. Filter these results using criteria such as:
- Minimum Search Volume to focus on high-traffic keywords.
- Conversion Trends to identify seasonal or growing demand.
5. Combine Amazon Data with Additional Insights
One advantage of using this tool is that it combines Amazon’s official Brand Analytics data with unique insights. These additional data points include:
- Search Volume Trends to track keyword popularity over time.
- Title Density to identify keywords with low competition.
- Estimated Sales to evaluate revenue potential.
This extra layer of analysis helps you pinpoint actionable opportunities and fine-tune your keyword strategy.
Applications of ABA Keyword Analysis
- Optimize Your Listing
Identify keywords your competitors are ranking for and ensure they’re included in your listing. - Target Relevant Keywords for Advertising
Focus your ad campaigns on high-performing keywords where you’re currently underperforming. - Discover Hidden Opportunities
By analyzing broader terms and filtering for long-tail keywords, you can uncover search terms with lower competition but high buyer intent.
Top-3 Clicked Products History
Black Box ABA includes Top-3 Clicked Products History, providing a time-based view of how product visibility changes over multiple weeks or months. Instead of only seeing current data, you can analyze historical trends to better understand how competition evolves over time.
When running searches across a date range, each keyword can be expanded to display the Top 3 clicked ASINs for each period, along with key metrics such as click share and conversion share. This allows you to track which products consistently dominate a keyword and which ones are gaining or losing traction.
To improve focus, you can filter results to show only keyword-related ASINs, reducing noise and highlighting the most relevant competitors. Your own ASINs are also clearly identified within the results, making it easier to monitor your performance across different time periods.
Two new competitive intelligence tabs provide deeper insights:
- Fast Drop-offs – Identifies keywords where your ASIN has recently dropped out of the Top 3 within a selected timeframe, helping you quickly detect declining visibility and take action.
- Trending Up Fast – Highlights keywords where your ASIN has recently entered the Top 3, allowing you to identify momentum and capitalize on growing opportunities.
Additional features include the ability to bulk copy Top ASINs for use in other tools like Cerebro or Listing Builder, as well as enhanced exports that include structured, period-by-period data for deeper analysis outside the platform.
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