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Introduction

What is Search Insights?

What Regions is Search Insights available in?

Brand Insights - The first Search Insights dashboard

All Search Terms - The second Search Insights dashboard

Summary

Introduction

Search Insights is a Perpetua feature that gives Growth, Pro and Enterprise users access to Share of Voice (SOV) and Organic Rank (OR) data not available on the Amazon Ad console. For more information on our pricing plans, please click here.

Search Insights offers SOV and OR data at an hourly granularity for the Top 80000 search terms on Amazon globally, and 25 additional terms (outside of the Top 80000). The additional terms of your choice are referred to as "custom terms", and the Top 80k terms can also be called the "global set".

  • You will only be able to see the terms associated with your region. For example, if I am advertising in Amazon UK, I will see the top terms in the UK only. Each additional set of 25 custom terms will cost another $50. For instructions how to add/remove/change/increase your custom term quota, click here.

  • The total you are paying for Search Insights is the "Keyword Intelligence 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 combs 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.

  1. 💡 Share of Voice 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 are vital because they represent 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

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

What regions is Search Insights available in?

At this time, Search Insights is only available in the following countries: Italy, Spain, Arab Emirates, Sweden, United Kingdoms, India, Australia, Canada, Mexico, Poland, France, Brazil, Germany, Japan, Netherlands, United States

So, what is Search Insights?

What is Search Insights?

Search Insights appears as a new tab on the menu and offers two dashboards: Brand Insights and All Search Terms. Once you click Search Insights, you can flip between the two using the tabs at the top.

Brand Insights

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

Using the 3 drop-down menus, users can select a brand and view SOV by placement (eg. Top of search, Middle of Search, etc.) at an hourly, daily, weekly or monthly time interval over the selected date range. The results will be presented in a table, and only search terms on which your brand has presence will be displayed. 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. Users can then view organic rank by clicking on a search term in that list.

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. This visualisation technique is brand new at Perpetua! 🎉

For example, I sell baby products from many brands. I want to view the brand Pamper (an American diaper brand) and its search term data. These are the steps I will follow:

  1. Make 3 selections in the drop-down menus on Brand Insights: brand, ad placement, and time interval.

    1. Select the Pampers brand. Please note that the options listed will only include the brands that you submitted in your form when you subscribed to this feature.

    2. Select the placement you are interested in. I am specifically interested in Sponsored Products, so I will select the SP Top of Search 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. (If you do not know what Editorial Recommendations are, we have a separate article here.) Any placements past the first page is not included.

    3. Select a time interval. In my example, I want to view daily data. The options are: hourly, daily, weekly and monthly.

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


    🚨 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 February 25th to March 26th, and I'm viewing hourly data, the system will only populate the table with hourly data from March 20th to March 26th. I cannot see hourly data before March 20th. Please note that there will be a delay in displaying hourly data for the last day (in this case, March 26th) as it takes some time to pull in data in the last couple hours.

    🚨 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 selected a monthly time interval in the last drop-down menu, for the date range March 16th to March 22nd. It is impossible to view monthly data, if I only picked a 7-day date range.


  3. Now you can easily visualise the times when your brand dominated the digital shelf space for select keywords; 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 %.

  4. Perform a deep-dive on the search terms. 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.

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

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

    2. Scroll down to view a list of ASINs that rank organically on this term.

      1. 🔘 Select the ASIN on the left to see how its organic rank changed over time in the graph on the right.

      2. Hover over the graph to expose the organic rank position.

All Search Terms

Through the All Search Terms tab, you can view Share of Voice (SOV) for a search term broken down by brand in a stacked bar graph and organically ranked ASINs for a brand. The stacked bar graph is a brand new visualisation technique at Perpetua! 🎉

Using the search bar and 2 drop-down menus, users can enter a search query (anything a shopper would search), and view SOV by placement (eg. Top of search, Middle of Search, etc.) over an hourly, daily, weekly or monthly time interval.

🚨 You will not be able to search for any terms that are not included in the Top 80000 terms. You must add these terms as custom terms. Click here to find out how to add custom terms.

For example, I sell baby products. I want to view how different brands compare for the search term "diapers". Here are the steps I will follow:

  1. Enter your search term in the search bar and make 2 selections using the drop-down menus.

    1. In my example, I will input "diapers" in the search bar.

    2. Select the placement you are interested in. In this example, I am specifically interested in Sponsored Products, so I will select SP Top of Search 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. (If you do not know what Editorial Recommendations are, we have a separate article here.) Any placements past the first page is not included.

    3. Select the time interval. In my example, I want to view daily data. The options are: hourly, daily, weekly and monthly.

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

    🚨 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 February 25th to March 26th, and I'm viewing hourly data, the system will only populate the table with hourly data from March 20th to March 26th. I cannot see hourly data before March 20th. Please note that there will be a delay in displaying hourly data for the last day (in this case, March 26th) as it takes some time to pull in data in the last couple hours.

    🚨 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 selected a monthly time interval in the last drop-down menu, for the date range March 16th to March 22nd. It is impossible to view monthly data, if I only picked a 7-day date range.


  3. Now you can easily compare your brand's SOV against your competitors in a stacked bar graph and ASINs that rank organically for this search term.

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

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

    2. Scroll down to view a list of ASINs that rank organically on this term.

      1. 🔘 Select the ASIN on the left to see how its organic rank changed over time in the graph on the right.

      2. Hover over the graph to expose the organic rank position.

Summary

Search Insights contains two dashboards that are "opposite" of each other.

  • Brand Insights = Choose a brand, and see search terms where you have share of voice. This includes:

    • Search terms listed in a table with SOV % displayed on a heat map

      • Search terms on which your brand does not have SOV will not be shown

    • Search term deep-dive (a new page once you click a search term in the table) where users can:

      • View breakdown of SOV by brand in the stacked bar graph

      • View a list of organically ranked ASINs below the stacked bar graph and how their position changed over time in a line graph


  • All Search Terms = Enter a search term, and see the brands with SOV. Only search terms that are part of the Top 80k or added as a custom term will show up.

    • View breakdown of SOV by brand in the stacked bar graph

    • View a list of organically ranked ASINs below the stacked bar graph and how their position changed over time in a line graph

See also:

How to manage custom terms in Search Insights

How to access Search Insights

How to cancel Search Insights


Article last updated March 2022. If you find this information to be out of date, please contact hello@perpetua.io.

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