Overview
Search Term Performance is sellerboard’s built-in tool for analyzing the keywords that bring customers to your Amazon listings. It connects data from Amazon Brand Analytics directly into sellerboard, letting you see not just which search terms are driving impressions and clicks, but how those terms tie back to your actual orders, estimated sales, and estimated profit — all in one place.
The feature helps you answer questions like: Which keywords are bringing the most traffic to my products? Where am I visible but not getting clicks? Is my share of a search term growing or declining over time? Which keywords produce real revenue versus just impressions?
You can find Search Term Performance in the left navigation under Profit → Search Terms.
Key Concepts: Understanding the Metrics
Before exploring the interface, it helps to understand the three metric layers that appear throughout the feature. Every core metric follows the same pattern:
My [metric] refers to your own numbers — your impressions, your clicks, your orders, etc. for that search term.
[Metric] share, % is your share of the total market for that search term. For example, an Impressions share of 25% means that 1 in 4 impressions for that keyword went to your product. A high share indicates strong visibility; a low share indicates room to grow.
Total [metric] is the total market volume for that search term across all sellers. This tells you how competitive or popular a keyword is overall.
This three-layer structure applies to all four stages of the customer journey tracked in this feature: Impressions → Clicks → Added to Cart → Purchases (Orders).
There are also two additional metrics available: Sales (est) and Profit (est), which are sellerboard’s estimates for the revenue and profit generated through that search term, as well as Ad spend and Search query score.
The Two Views: Details and Trends
The Search Term Performance page is split into two tabs at the top: Details and Trends. They display the same underlying data in different formats and serve different analytical purposes.
Details View
The Details view shows a single selected time period (one week or one month) and displays all metrics as columns in a table. This is the best view when you want to compare multiple metrics across your search terms for a specific period, or when you want to see exact numbers at a glance.
Each row represents a search term. Rows are grouped under their parent product by default. The table shows the following columns by default: Volume, My impressions, Impressions share %, My impressions share trend, Total impressions, My orders, Orders share %, Sales (est), and Ad spend.
The My impressions share trend column is unique to the Details view: it shows a small sparkline chart plotting your impressions share over the past several weeks. Next to the Impressions share % value, a colored arrow indicates whether your share is increasing (green arrow pointing up) or decreasing (red arrow pointing down) compared to the previous period.
Clicking on any sparkline chart in the “My impressions share trend” column opens a full-size chart for that specific search term. This expanded chart plots all four metric categories (Impressions, Clicks, Added to Cart, and Purchases) simultaneously, showing your absolute values on the left axis and your share percentages on the right axis. Each category has three lines: My (count), Share %, and Total. Hovering over any data point reveals the exact values for that week.
Trends View
The Trends view is designed for analyzing how performance evolves over time. Instead of a single period, it shows multiple consecutive weeks or months as columns, creating a timeline table. This makes it easy to spot increases and declines across search terms without having to switch periods manually.
In the Trends view, each row still represents a search term grouped by parent (or another grouping of your choice). A sparkline chart appears in a dedicated “Chart” column on the left side. Each time period column shows the value for the currently selected metric.
You can click on any sparkline in the Trends view to open a full expanded chart for that product group, showing the selected metric over time.
Toolbar and Controls
Switching Between Views
Use the Trends and Details tabs at the top of the page header to switch between the two views.
Periodicity: Weekly vs. Monthly
The Weekly / Monthly dropdown in the toolbar controls the granularity of the time periods. Switching to Weekly shows data broken down by individual weeks (the period picker changes to show week numbers), while Monthly aggregates data into calendar months (the period picker changes to show month names). The choice affects both the Details view period selector and the column headers in the Trends view.
Period Selector
Next to the periodicity selector, the period picker lets you choose which specific week or month to view in the Details tab. In weekly mode it shows entries like “Week 49 (02/12 – 08/12)”; in monthly mode it shows entries like “November.” The dropdown contains a scrollable list reaching back approximately one year of available data.
In the Trends view, the period selector determines which period is used as the primary “sort period” — the column used when sorting the table by value.
Marketplace Selector
The marketplace dropdown (showing “Amazon.com” by default) lets you switch between Amazon marketplaces associated with your account. Available options depend on which marketplaces you have connected in sellerboard.
Searching by Product
The left search box (labeled “Search”) is a product filter. Clicking it opens a dropdown listing all your products with their thumbnail image, product name, ASIN, and SKU. You can search by typing any part of a product name, ASIN, SKU, EAN, or UPC. Selecting one or more products filters the entire table to show only search terms associated with those products. A “Select all” option is also available.
Searching by Search Term
The right search box (labeled “Search term”) lets you filter the table to rows containing a specific keyword or phrase. As you type, the table updates to show only matching search terms.
Filter Button
The Filter button on the right side of the toolbar opens an advanced filtering panel where you can further narrow the data by products or other attributes.
Grouping the Data
Both views include a Group by control (top right of the data area). Clicking it opens a dropdown with four options:
- Parent — groups search terms under their parent ASIN. This is the default and is the most common view for sellers managing multiple variations or SKUs under a parent listing.
- ASIN — groups search terms under individual ASINs (child variations).
- Brand — groups search terms by brand name.
- Search term — removes grouping entirely and shows a flat list of all search terms without product grouping.
Changing the grouping immediately reorganizes the table without reloading the page.
Customizing Columns (Details View)
In the Details view, you can add or remove columns using the Columns panel, accessible via the grid icon at the top right of the table. A panel slides out showing all available metrics with checkboxes:
The full list of available columns is: Volume, My impressions, Impressions share %, My impressions share trend, Total impressions, My clicks, Clicks share %, Total clicks, My added to cart, Added to cart share %, Total added to cart, My orders, Orders share %, Total orders, Search query score, Sales (est), Ad spend, and Profit (est).
Check or uncheck any column to add or remove it from the table. Changes take effect immediately. The columns panel can be dismissed by clicking elsewhere on the page.
Selecting Metrics (Trends View)
In the Trends view, the metric bar below the tab switcher lets you choose which single metric to display in the time-period columns. The quick-access options shown are:
- Volume — the total search volume for the keyword on Amazon
- My impressions — how many times your product appeared in results for that keyword
- Impressions share, % — your share of all impressions for that keyword
- Total impressions — the total impressions across all sellers
All remaining metrics are accessible through the Other dropdown, which contains: My clicks, Clicks share %, Total clicks, My added to cart, Added to cart share %, Total added to cart, My orders, Orders share %, Total orders, and Search query score.
Only one metric is displayed at a time in the Trends view. The selected metric is highlighted in the metric bar and its name appears as the prominent label at the top left of the table (e.g., “My impressions”).
The Heatmap
The Trends view includes a Heatmap on / Heatmap off toggle at the top right of the data area. When enabled (the default), each cell in the time-period columns is color-coded to indicate relative performance:
- Green cells indicate higher values (stronger performance for that period relative to other periods in the same row).
- Red / orange cells indicate lower values or zero.
- The intensity of the color scales with the magnitude — a deep green means a significantly higher value, a pale green means slightly above average.
This color coding makes it easy to spot patterns — seasonal peaks, sudden drops, or consistent growth — without reading every number individually. Turning the heatmap off displays the same data as plain numbers on a white background, which can be easier to read for precise comparisons.
Sorting the Table
In the Trends view, you can click on any column header (any time period) to sort the entire table by that period’s values. An arrow in the column header indicates the sort direction. Clicking the same column again toggles between ascending and descending order. The sort applies across all groups, reordering search terms within each product group from highest to lowest (or lowest to highest).
In the Details view, columns can similarly be sorted by clicking their headers. The “My impressions share trend” sparkline column can be sorted by clicking the small arrow in its header, ordering terms by their most recent trend direction.
Loading More Search Terms
Within each product group, only the top search terms are shown by default. A Load more link at the bottom of each group loads additional search terms for that product. This keeps the initial page fast while still allowing you to explore deeper into the long tail of keywords.
Practical Use Cases
Identify high-impact keywords for SEO and PPC. Sort by My orders or Orders share % in the Details view to find the search terms that are actually converting into sales. Focus your listing optimization and PPC bids on these terms.
Find traffic leaks — high impressions, low clicks. Add the “My clicks” and “Clicks share %” columns in Details view. Compare them to “My impressions” and “Impressions share %.” Search terms where your impression share is high but click share is low indicate that customers see your product but aren’t clicking — often a signal to improve your main image, title, or pricing.
Spot rising and falling trends. Switch to the Trends view with the heatmap on. Scroll through your search terms and look for rows that are turning from red to green (a keyword gaining traction) or from green to red (a keyword losing ground). Act on the trends before they fully materialize.
Benchmark your market share. For your most important keywords, look at the ratio between your “My impressions” and “Total impressions.” A low share on a high-volume term means significant organic opportunity remains. A very high share (above 50%) signals dominance — but also vulnerability if competitors start targeting the same term.
Connect keyword performance to profitability. Enable the “Sales (est)” and “Profit (est)” columns in Details view. This lets you see, for each search term, the estimated revenue and profit it contributes — not just traffic and conversion metrics. Use this to prioritize keywords by actual financial impact, not just volume.
Track the full funnel per keyword. Click on any sparkline in the Details view to open the full multi-metric chart. Review all four stages (Impressions → Clicks → Added to Cart → Purchases) with both absolute and share lines. A keyword may show strong impressions and clicks but low add-to-cart, pointing to a product page issue rather than a visibility problem.
Frequently Asked Questions
Where does sellerboard get search term data from? The data comes from Amazon Brand Analytics, which is available to Brand Registered sellers. sellerboard pulls this data and enriches it with its own sales and profit estimates.
Why do some cells show dashes (—) instead of numbers? A dash means no data is available for that search term in that period. This can happen if your product had no impressions or if Amazon Brand Analytics did not report data for that keyword during that week.
Why does my impressions share sometimes exceed 100%? Values over 100% occasionally appear due to the way Amazon calculates and reports impression counts across different ad placements and organic results. It typically indicates very strong visibility in that search term.
Can I filter to see data for just one product? Yes. Use the left “Search” box in the toolbar to select a specific product (or multiple products). The table will update to show only the search terms associated with your selected products.
What is “Search query score”? Search query score is an Amazon Brand Analytics metric that reflects the relative popularity of a search term. It can be used as a proxy for keyword importance or competitiveness within the marketplace.
What’s the difference between the Details and Trends views? Details shows one selected period with many metrics as columns — best for a deep snapshot. Trends shows one selected metric across many consecutive periods — best for spotting changes over time.
How far back does the data go? The period selector typically contains up to approximately one year of weekly data (about 52 weeks) and 12 months of monthly data.