Search Insights | Perpetua Help Center

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Introduction
Factors to Consider
My Brands Tab
My Brands - Scenario & Data Review
All Search Terms Tab
No Data Available Message
Other Related Articles

Introduction

Search Insights is a Perpetua feature that gives Growth, and Premium users access to Share-of-Voice (SOV) and Organic Rank (OR) data not available on the Amazon Ad console.

Search Insights offers SOV and OR data at an hourly granularity for the Top 100,000 search terms on Amazon globally. You can also track terms outside of the "global set".
Packages of 25 custom terms can be purchased for $50 each.

Share of Voice and Organic Rank

Click on the ▶️ icon to expand and view the content.

Share of Voice (SOV)

Is the percentage of first-page search results that are made up by your products for a given search term. Think of this as the digital shelf space that you own.
For example, if there are 4 sponsored product placements at the top of the search results page, and all 4 of them display your product listings, then you have 100% SP Top of Search Share of Voice.

Share of Voice metrics is vital because it represents the relative success of your brand on any given search relative to your competition and are directly correlated with total revenue growth.

SP Top of Search = The sponsored products ad placements that appear in the first row on the first page of search results. There are typically 4
SP Bottom of Search = The last row, sometimes a carousel
SP Middle of Search = All SP ad placements in between

Organic Rank (OR)

It is the position on the results page where your product(s) appear, beginning after the Top-of-Search sponsored placements. 1 means that your product appears first (this is ideal).

Factors to Consider

You will only be able to see the terms associated with your region. For example, if I am advertising on Amazon UK, I will see the top terms in the UK only.
You will not be able to search for any terms that are not included in the Top 100,000 terms. You must add these terms as custom terms (learn more here).
Each additional set of 25 custom terms will cost another $50 (earn more here).
The total you are paying for Search Insights is the "Keyword Intelligence - Search TermTracking" fee on your invoice. For more information on your invoice breakdown, please click here.
The 25 custom terms will be shared across all accounts on the same billing plan.
Perpetua combines Amazon hourly to obtain this data, which means that it is more accurate than data you can get on any other software platform, or ~6x more than industry norms! Once again, this data is not available at all through Amazon.

My Brands Tab

Search Insights offers two dashboards: "My Brands" and "All Search Terms".

Through the "My Brands" tab, you can view your share of voice (SOV) and organic rank for a brand.

Users can select a brand (1) and view SOV by placement (2) at an hourly, daily, weekly or monthly time interval over the selected date range (3).

The results will be presented in a table, and only search terms on which your brand has a presence will be displayed.
The search terms will be listed in order of descending SOV %. In other words, the search terms for which you have the highest SOV % will be shown first. Since the table is also a heat map, the higher SOV percentages will be shown in a darker shade of purple.

🚨 Note 🚨

If you do not appear at all on the first page of search results for a given search term, the given search term will not show up in the table.

However, the same term will be searchable in the "All Search Terms" dashboard if it is part of the global set OR added manually by you as a custom term.

My Brands - Scenario & Data Review

View Organic Rank by clicking on a search term in that list.
Let's consider the following scenario and review the steps to execute to generate and analyze the data in the "My Brands" dashboard:

I sell shoes and I want to view the brand Nike and its search term data.

1️⃣ Pick the Brand.
Please note that the options listed will only include the brands that you submitted in your form when you subscribed to this feature. Learn more about how to manage your brands here.

2️⃣ Choose the Ad Placement.
The options will include Organic, SP Top of Search, SP Middle of Search, SB Bottom of Search, SB Product Collection, SB Video and Editorial Recommendations. Any placements past the first page are not included.

3️⃣ Select a Time Interval.
The options are: hourly, daily, weekly and monthly.

4️⃣ Select a Time Range

Use the date picker in the upper right corner to choose the date range. The data will load after all selections have been made.

🚨Note🚨

If you select a date range past the lookback window for the time interval, our system will automatically show the most recent available data.
For example, hourly data has a history of 7 days. This means that we only have hourly data up to 7 days ago. If my date range is May 16th to August 8th, and I'm viewing hourly data, the system will only populate the table with hourly data from August 2nd to August 8th.
I cannot see hourly data before August 2nd. Please note that there will be a delay in displaying hourly data for the last day (in this case, August 8th) as it takes some time to pull in data in the last couple of hours.

5️⃣ No Data Showing

"No data available" will be displayed if you select an interval that is impossible to graph based on the date range selected.
In the example below, I picked a "Last 7 Days" range (1) and selected a "Monthly" interval in the last drop-down menu (2), for the date range October 2nd to October 8th. It is impossible to view monthly data if I only pick a 7-day date range.
Learn more about other scenarios triggering the "No data available" message here.

6️⃣ Heat Map Data Review.
Now you can easily visualize the times when your brand dominated the digital shelf space for the tracked terms you selected. This would be where I see darker colours, which represent a higher SOV %. Alternatively, you can also see where your brand has less presence; this would be where you see lighter colours representative of a lower SOV %.

🚨 Note 🚨
SOV data here will populate only if:

Terms were tracked (learn how here) or are already part of the pool of the Top 100,000 terms already tracked;
if you appear on the first page of search results for a given search term;
and time range + Interval were correctly entered (learn more here).

7️⃣ Search Term Deep-Dive.
Click on any search term in the table to view the SOV breakdown by brand to compare your brand's SOV to competitors in a stacked bar graph, and ASINs that rank organically for this search term.

Hover over the shaded area of the stacked bar graph to expose the brand name and percentages.

💡 If the number of competitor brands exceeds 9, then you will see a category called "Other" in the legend next to the graph.

Scroll down the dashboard to view a list of ASINs that rank organically on this term.
Select the ASIN on the left to see how its organic rank changed over time in the graph on the right.
Hover over the graph to expose the organic rank position.

All Search Terms Tab

Through the "All Search Terms" tab, you can view Share of Voice (SOV) and Organic Rank for a search term broken down by brand in a stacked bar graph and organically ranked ASINs for a brand.

Enter a search term in the searching field (1), and view SOV by placement (2) at an hourly, daily, weekly or monthly time interval over the selected date range (3).

🚨 Note 🚨
You will not be able to search for any terms that are not included in the Top 100,000 terms. Alternatively, you can add these terms as custom terms (learn how to here).

Scrolling down the page, the graph will show the SOV breakdown by brand to compare your brand's SOV to competitors in a stacked bar graph:

💡 If the number of competitor brands exceeds 9, then you will see a category called "Other" in the legend next to the graph.

And ASINs that rank organically for this search term.

🚨 Note 🚨
SOV data here will populate only if:

Terms were tracked (learn how here) or are already part of the pool of the Top 100,000 terms already tracked;
if you appear on the first page of search results for a given search term;
and time range + Interval were correctly entered (learn more here).

No Data Available Message

When attempting to display data in the "My Brands" or "All Terms" tabs within Search Insights, you may encounter a "No Data Available" message.

Below, we provide several reasons why this might occur and steps to help resolve the issue.

Click on the ▶️ icon to expand and view the content:

Tracked Terms

The term/s you are entering are not tracked (learn how here) or are not part of the pool of the Top 100,000 terms already tracked.

Search Result Page Term Ranking

For a given search term, the ad must appear on the first page of the Amazon Search Results Page.

Interval and Date Range Selector

If you select an interval that is impossible to graph based on the date range selected.
In the example below, I picked a "Last 7 Days" range (1) and selected a "Monthly" interval in the last drop-down menu (2), for the date range October 2nd to October 8th. It is impossible to view monthly data if I only pick a 7-day date range.