Winning on Amazon in 2026: How AI Lets You Answer in 30 Seconds What Used to Take a Week

hey everyone welcome uh we're happy to have you here today um we're going to wait one minute before we get started let some more people file in we're going to be really going deep here today uh we've committed to these these webinar series about being all uh actionable insights and and things that you can take back for your business no fluff no sales um so I'm excited for this one and I think this is one of the the areas where we really excel at as an agency and get uh really good results for our client partners and uh Harriet's one of the architects of that so um we're going to be going pretty deep today um and uh peeling back the the curtain on I was about to mix my idioms and say peel back the hood uh on uh the tactics that we use at at Nectar for our client partners so um very shortly we got more and more people coming in um we'll do some quick intros uh and then we'll we'll get started at uh 2 after um yeah and this is going to be a good one we'll we'll keep it to about 35 minutes 1.

uh feel free to ask questions as we go along um we'll try to answer them and if if we can't we'll save them for the end um and go from there so I am Jason i'm one of the founders of Nectar which is a digital marketing agency focus on marketplaces um just so you're aware you know uh why should you care what we have to say uh we're an advanced Amazon partner we manage uh nine figures in Amazon media um and we work with mid-market and enterprise brands on Amazon everything from creative sales ops advertising analytics um and more and I will let the uh great Harriet Carson introduce herself everyone I'm Harriet Carson i'm the VP of advertising at Nectar so I've spent you know the past decade building and scaling Amazon programs across sponsored ads and then uh DSP and also have deep experience with Amazon marketing cloud i also have a background in broader digital marketing and operations which really allows me to connect Amazon into the full funnel and omni channel strategy you know you should never be operating in silo um I've been running Amazon ads for pretty long time before sponsored brands and DSP even launched and you know the way that I've managed ads has evolved over time as Amazon has really been rolling out new features and honestly just as I've tested various tactics what I've really learned is you know while there's various tactics and strategies you can implement there really is a science to winning sponsored ads on Amazon you know it's connecting ad data to organic data and that's how you're going to really generate those incremental dollars and eliminate waste which you know I'm really excited that we're going to review today and talk about one of my favorite reports which is search query performance yeah so we're going to dive deep here um and talk about a variety of different strategies you can use to improve your advertising and you can honestly use this data also improve your creative um and so yeah we're just going to jump right in um so what is kind of what are the theoretical reasons you would use this data and maybe even stepping back what is search query performance 2-4.

yeah so um when we look at search query performance um for anyone who isn't familiar it is search query performance it's currently available for sellers inside brand analytics and it's slowly rolling out for vendors as well um so it's a few clicks deep in brand analytics you go over to search analytics and search query performance um which honestly it's probably why so many teams ha either haven't found it or what we're finding is a lot of people go in they open it and they close they open it once and then they close it without knowing what to do with it so what does it actually show you you know SQP what it measures is the full customer journey for every single search query so impressions clicks cart ads and brand impressions um click and purchase share so you get this data by week by month um by quarter all the way down to the asent level and when you map those metrics to what they actually represent you're looking at you know visibility engagement intent and conversion in that order at the query level so we'll get into um specific use cases for search query performance um what we're going to do today is we're going to show you how to actually use it not just look at it so how to stop wasting ad spend find real growth opportunities and really build a smarter strategy that's rooted in what is actually happening at the search query level um you know we've structured this around four areas stopping organic cannibalization uncovering scalable opportunities diagnosing funnel leakage and tracking true market share these are all things we see come up across pretty much every account we will walk through real examples um throughout the presentation so you can really see how this plays out in practice and ideally you're going to walk away with this with a few things you can actually implement right away not just something that sits in a deck and you want to use but you're not sure how 4-6.

and a couple things to add for what it's worth if you are a vendor and don't have this in beta in your account today there are workarounds for you to get it through a seller central account um I as you can imagine you can you can basically get this data your brand registry just has to be associated with the seller account to get this data um so you can access it um if you're creative um and then uh you know really philosophically as you're thinking about this oftentimes brands hit a wall in some way or another right they are spending the money on a search term and they're it's not working right the efficiency is plummeting so the rorowaz is decreasing um or uh you know they uh whoever uh let let me control slides please whoever is uh um you know you hit a wall and you uh you you can't optimize more towards rorowaz to to get what you want right so you have to start looking at other metrics this is what search query performance unlocks um or your CPCs are increasing and you you can't win on the keywords at the efficiency you need so you have to come up with a different strategy 6, 7.

so essentially brands have have been too reliant on traditional uh KPIs that are not detailed enough to determine your purchase share and your market share and whether your ad spend is improving your organic visibility um and conversion share uh and that's what search query enables you to do if you use it properly i will say that Amazon doesn't do a great job currently of correlating uh the data gives you with in search query performance with your advertising so that's uh what we I think do quite well as an agency um but but anyone is capable of doing it you just have to stitch the data together 7.

yeah and when you think about you know what that means before this report existed you know you could see your ad performance and you could also see your organic rank if you're tracking that but you couldn't see them really together with your share on a search term level overlaid you also couldn't see how customers were moving through the funnel on specific search terms search great performance changes that it lets you pinpoint exactly where you're winning and where you're losing whether that's at the awareness stage the click stage or you know all the way down to purchase so that's really the foundation of everything we're going to go through today so just keep that framework in mind as we um you know visit each one 7, 8.

touched on this um the search query performance data is in brand analytics uh if you have it enabled and there's uh you know you can see this at the search term level uh so that's how Amazon gives it to you including search volume brand share um you know impression share and card ads um so there's there's every step of the funnel Amazon is giving you data at the search term level um for your catalog and it can be filtered at the AS level um so this is really really powerful data again what this what Amazon doesn't do is trend this against advertising data which makes it incredibly powerful when you do those two together right because this is just giving you the holistic picture it's not um telling you how your advertising is impacting these metrics so when you start to measure that over time that is the huge unlock um so taking it a step deeper um how can you use this data Harriet to stop organic cannibalization 8, 9.

yeah so uh pillar one stopping organic cannibalization this is one of the most common and honestly one of the most expensive mistakes we see running paid paid ads on queries where you already own the organic demand called cannibalization it's it's hard to really measure this without search query performance I will say um or just like deep analytics so here's the framework step one is identify the queries where your organic purchase share is already dominant it shows you this directly in search performance step two recognize when paid ads are just capturing existing demand this is you know a gut punch moment for a lot of brands you're bidding on a keyword winning the click thinking you're driving revenue but that customer was going to buy from you anyways you just paid for something that you would have gotten for free organically um and then step three reduce spend and bids on those high organic terms protect your rank but stop paying full price for clicks that you're already earning naturally and step four take that recaptured budget and shift it into towards more incremental growth so search terms where paid is actually moving the needle um there is a step five that isn't listed here which is then come back a week later and look at how that spend has impacted your organic share voice and purchase share and then optimize them from there so it's utilizing search query performance to understand those gaps but then measure using it to measure um the outcomes over time so now let's make it concrete with the chart on the screen so look at um revenue share by search segment this is showing us the brand's purchase share across their top terms that Amazon deems most relevant and revenue generating you can see at the top left on the chart it's sorted by search rank um that's an Amazon metric where they determine but take um take two terms from this green bags versus green bags for fruits and vegetable the more niche term almost certainly has lower um search volume and this brand already has really high purchase share on it if they're also spending heavily on that term because you know rorowaz probably looks great which sure makes sense on the surface that can add up to a massive amount of redundant paid spend meanwhile the term green bags has you know only 37% purchase share versus the high7s on the niche term that's where the opportunity in this scenario is more search volume more share to win and paid can actually move the needle there do just want to note 37% purchase share is still very high for most non-branded terms but this is an example case many times this is 40% versus less than 1% purchase share so quick note there 9-12.

um another great example of this is branded spend a lot of brands are significantly overinvesting here there is a case for protecting your brand and for awareness spend off of Amazon i'm not saying cut it entirely unless you prove it's not at all incremental uh but the real question is to ask when you pull back on branded terms does your purchase share actually drop um so that's out of the amount of the total customers searching for your brand what percentage of those are purchasing from you versus purchasing from competitors so are competitors winning on your terms or since people are already coming to Amazon and searching specifically for your brand are they just going to buy from you anyways because you're winning organically that's the question that search query performance let you answers and for a lot of brands the answer is a pretty expensive wakeup call 12.

yeah so and to explain this a little bit further essentially what Harriet or to explain this in a different way what Harriet is saying is you you know what your purchase share is for any term whether it's branded or non-branded so taking the example of branded let's just say this is uh you know Apple uh AirPods right um you know if the conversion chair is 95% and you're spending $100,000 a week on that term just to keep it simple uh and you pull back to $85,000 and your conversion share stays the same uh that means that this the $15,000 in spend is not driving incremental uh revenue most likely almost certainly um because for especially for branded search where consumers are actively seeking your brand um which is driven by demand generated outside of Amazon because they're literally entering your brand name in the search box um as a predicate to to the search registering um so you know you want to keep running that test until you find uh essentially diminishing returns um and then periodically revisit it um so this is where trending your ad spend against your purchase share becomes really really important to determine incrementality of your ad spend obviously not all uh spend or not all searches on Amazon are a keyword search but still a large majority of them are um so this is is capturing the vast majority of the the traffic so it's a great indicator of you know what you should be doing and how you should be allocating your funds to drive incremental revenue and potentially find opportunities to reallocate spend into more terms that are incremental and will grow your share this is why moving away from rorowaz is really uh impactful when you have the right data uh to to leverage to to figure out how to actually grow your your share 12-14.

um yeah so the the takeaway here is if you already own the demand organically paid should protect not compete you don't want to cannibalize your sales with excessive uh spend so it's all about figuring out what is the right amount you should be spending on terms and then reinvesting the rest on net new uh or incremental uh search terms all right two all right so uh so pillar two uncovering scalable opportunities 14, 15.

pillar two is really the flip side of pillar one once you've identified the waste and pulled back where it makes sense you know where does that budget actually go and the good news is that the answer already is sitting in your search performance data you just have to know what signals to look for so one signal would be low impression share combined with a healthy conversion rate what that tells you is that when a customers do find you they buy you just aren't showing up enough that's not a product problem that's a visibility problem and that is absolutely something you can fix with spend and as we all know Amazon's ranking algorithm in most cases in some sense is paytoplay so we classify queries into really three buckets and this is something we actually do inside iDerive for our brands 15.

the first is scale ready so low impression share high purchase rate that's your kind of green light raise bids increase budget expand placements the example here is Black Wolf face wash with a 4.2 impression share and a 12.8 purchase share you're barely showing up and when you do people are buying that's a no-brainer put some spend towards it and test it come back and see how incremental it was 15, 16.

second is wasted spend risk and this ties back to pillar one this is where you know you have high impression share but the spend isn't converting increment incrementally um you're visible but you know you may be paying for demand that you already own organically blackwolf shampoo is sitting at 68.5 impression share the question becomes what percent of that is paid what what percent of that is organic you know is paid driving that or would customers have found you anyways that budget can almost certainly work harder somewhere else 16.

um side note I'm not sure that we touched on this search query performance is your total brand share your total uh impression share and like it also pulls in total impressions total clicks um it does not split out organic and paid it is a combination of both but you can backtrack from that and really understand the split between organic and paid if you have the paid data 16, 17.

um and then the third is fix before scaling and this one is really important because the instinct for a lot of brands is to just spend more when something is not working um but if you have decent visibility and low conversion more spend is just going to burn faster you need to make sure that you have the foundations in place and that your content is relevant and your titles and your creative and your on both your brand store and your creative for your ads is moving users to convert and you know sometimes the term can be relevant but there's other things in play pricing can be another thing which we'll also dive deeper into 17.

um if you look at this chart though you can see you know men's body wash 22.1% impression share but only a 2.1% purchase share in this specific scenario when comparing to other query performance that's telling you something's broken on the page fix the content the pricing the reviews whatever is pulling the conversion and then scale not before 17, 18.

i do want to call out one important caveat here because I don't want anyone to walk away and apply these buckets you know too rigidly not every search term is created equal and when you really like you cannot look at these metrics in isolation you have to factor in search volume too and this view does not do that 18. um take again going back to um men's body wash yes the conversion rate's low but that's also a very highly competitive high volume search term and here's the thing sometimes you should be willing to accept a lower rorowaz on a term like that because the real prize is organic rank if you you know if you really think about it if spending on that term helps you climb the rank organically and show up more frequently in the search results I'm talking about men's body wash still not just when ads are running and then you're converting organically at scale in that scenario do you really care about what your paid rorowaz is or if it's lower probably not because the organic sales that you're seeing likely magnifies what you would have gotten in paid sales with a higher rorowaz that's you know Amazon's algorithm rewarding you for showing up consistently with paid building interest and then being ranked higher in the organic results it's a longer game but it's a very powerful one 18, 19.

um one more pro tip if for anyone who wants to just go really deep on this if you have multiple products that are similar like multiacks for example um you know you can actually use search query performance to identify which specific products you should be putting spend behind for certain keywords because you can drill all the way down to the product level there's two reports there's the brand report and the AS level but you know that's a whole session on its own so today let's keep it to the fundamentals and make sure everyone just has the funding and I also want to add that there's a lot of nuance to this you know you need to look at the AS level report and sometimes there's terms that you get sales on but they're just not as relevant for whatever reason and they have a really low ceiling 19, 20.

um and and you know this is why I think AI agents are so far away from managing ads there is so much context and nuance that can only be uh evaluated by a human with strong analytical reasoning skills at this point so it is uh I think this is one of the primary reasons you know AI so far away from actually managing ads 20.

yeah it's it's very difficult and I I haven't seen it um I haven't seen it in a in a platform without needing a human to really analyze the data where it We're tying together spend as well as organic rank as well as your market share data you really need to connect the dots between your ad share of voice and your organic share of voice but then go a level deeper and understand what products are going to be successful what's the halo impact there how is my ads impacting my total market share like that's the question that everyone has how incremental is my ad spend search performance allows you to quantify that however Amazon's giving you this data a lot of people don't know what to do with it amazon makes it very hard to merge the data and trend it over time 20, 21.

um you know it's a lot of downloading weekly spreadsheets and then keeping track of it over time and then overlaying an ad spend you know IDive does track this um it it makes it a lot easier but there's definitely more simple ways you can use it to do to like analyze this data for if it's your first time 21.

yeah and so to sum up pillar two you're really thinking about it as like different quadrants where is your conversion rate low do I need to work on that before scaling my impression low but conversion rate high uh you know try to get more impressions that's how you want to think about it is like a a four quadrant uh graph um where you know depending on what the quadrant is you take a certain set of actions to attempt to to scale or or get your um product ready to scale 21, 22.

um so moving on to pillar three yeah so pillar three is diagnosing funnel leakage before raising bids so it's about diagnosing where in the funnel you're losing before you touch any bids or or change anything this one saves a lot of wasted spend in the short term so the framework uses the SQP funnel data impressions clicks purchases to pinpoint exactly where performance is breaking down on a given search term 22. um look at you know the trend chart on the screen there's a 3x spike in ad spend and purchase share doesn't move at all that's not a bidding problem going back to pillar one that's a cannibalization problem and raising bids would have made it worse 22.

here's how you read really the scenario um high impressions low clicks and uh Jason we can go to the next slide um that is a creative pricing or relevance issue your hero image title or price isn't compelling enough to earn the click more spend won't fix that 22, 23. high clicks and low conversions that's a product page or offer issue uh reviews pricing content something on the page is killing the sale again raising bids likely won't help so we want to make sure that we are mapping the funnel first the data tells you exactly what to fix so you stop guessing 23.

again you get this visibility at the query and the AS level so you can unlock so much when using it the right way what Amazon again does is give you the data they don't tell you what to do with it and they make it really hard to trend it out so you know what what we do and hopefully you're learning on you know this call is um what Nectar does is we we're tying all this data together search grade performance organic rank ad spend to cut all the noise um in the data and really measure incrementality and um you know we'll go through the ways to really truly incre uh implement that 23.

so moving on to uh pillar four yeah that's uh track true market share so we saved the best for for last uh pillar four is about really playing the long game honestly this is the one I get most excited about you know return on ad spend optimization it gives you a really narrow lane in my opinion it can actually limit your ability to scale it's it's great to use as a benchmark but market share is the ultimate goal and um you know thinking through how ad and and analyzing how ad spend is correlating with organic is what gives you an actual growth strategy 23, 24.

so the key metric here is purchase share you know your share of total purchases on a given search query and when you start tracking it over time and you know overlaying it with your ad spend something really starts to click you can literally see on this chart you know when you spend more purchase share goes up when you pull back purchase share comes down and sometimes you see the opposite you're spending and you know your share isn't moving which is equally valuable because that's telling you to reallocate it's not um it's not incremental and it's cannibalization 24, 25.

this visualization alone it changes how you think about budget decisions you stop asking what's my return on ad spend and you start asking is the spend actually growing my share and is it moving the needle those are very different questions rorowaz just just gives you your your return on ad spend it doesn't it doesn't include your what's happening organically 25.

yeah and I think that's the the hard part for people to wrap their heads around sometimes is that you know historically brand Facebook or Meta and Google they operate very differently because the ads don't impact organic it's just the ads right so the only way you transact on those platforms is if you get you know a sale from your ads whereas on Amazon your paid ads influence your organic visibility and you have to look at that holistically and if you just look at rorowaz you're only looking at how much sales you're getting from advertising which which is why it can work against you because you can end up cannibalizing your organic sales 25, 26.

so taking a step back and looking at it this way allows you to to again look at it holistically and not be so um essentially being myopic shortsighted when you're you're looking at rorowaz because your advertising impacts your organic visibility amazon wants to feature the uh most relevant products for a given customer search term uh so that the uh customer experience is is maximized or optimized um so that's how the algorithm is working that's price reviews delivery time um and the more that you can pay and get in those placements and per perform um the more Amazon will reward you um so that's why you have you have to look at it together to get the optimal results 26.

um oh sorry yeah so kind of summing this up yeah and I I just want to make this point really clear because we've really been building up to it the whole session you know track share not just ROZ roz is used as an efficiency metric doesn't tell you if your business is actually growing purchase share tells you whether you're winning in the market that's what we should be measuring and moving over time 26, 27. the question I'd encourage every brand to start asking every single week is are you defending and growing your share or are you just recycling spend on demand that you already own um that's the shift and SQP is what makes it possible to answer it with real data 27.

um you know this data that Amazon released again I said it's one of the most powerful uh sets of data that Amazon's released probably since AMC um it's just you know understanding how to use it they're literally giving you all of the data that you really need to make sure that your ads are efficient and incremental it's just making sure that you're consistently keeping up with it and monitoring those trends a reminder to keep dropping your questions uh in the chat we're going to we're going to get to them 27.

um yeah so as Harri had said one of the key takeaways here is that your your growth really comes from increasing share not just improving efficiency but I would also argue optimizing your row ads doesn't make you more efficient uh it's ensuring that your ad spend is increasing your organic sales is what actually makes you more efficient over time 27, 28.

um so bringing it all together yeah so let's bring the four pillars together you know because they really do work as a system um one you know reduce wasted spend from organic cannibalization two reallocate that budget towards incremental growth uh then there's improved efficiency by fixing funnel issues before raising bids and then build a more defensible margin driven strategy by tracking you know real market share over time and how spend is correlating with that you know when you run these four together um search great performing stops being a report that you glance at once a month and becomes really an operating system for growth 28.

um so how would you recommend that brands operationalize this because it's easy to get overwhelmed with all this data how do you actually go walk away from here uh this session today and implement it in your business 28, 29.

yeah so I know what some of you are thinking this you know this sounds like a lot of of data it all sounds great but a lot of work so let's be real about you know making it manageable i would say that the 8020 rule does apply here focus your time on the top 10 to 20 highest impact queries first you don't need to analyze thousands of terms to see results start where the volume is highest and work outward and stop and and start with your top products build repeatable workflows create a simple weekly tracking system prioritize you know actions over analysis the goal is a process that your team can actually run every week not a one-time deep dive that lives in a you know spreadsheet that nobody cares about or or monitors 29.

i would say um also with Amazon's new reporting beta tool that they um that they released we now have on a search term level without needing Amazon Marketing Cloud we have new to brand metrics on a keyword level so you can even if you're good at Excel and like good at merging reports you can even pull the reporting um data from the reporting beta into merge with search query performance on a search query level and you can start to understand um even deeper and past the past 60 days because you can go back to on a query level up to five years by week like how is our how historically has our spend influenced our search query performance and search query performance you can go back 18 months 29, 30. So if you see that a year ago you were really successful at a term and you've dropped off with the reporting beta you can actually match up if a year ago you were spending more on sp on um that term with ad spend so there's really no limits in terms of of the look back window and um how granular you can get with it it's just about how you use it again I would start with just your top products top queries to make it simple uh run it for a week or two come back look at the data and see what the results were 30, 31.

yeah and I also want to add that part of this may involved uh realigning your organization's uh philosophies about what is what makes ads successful and so again moving away from rorowaz as the uh primary KPI for example and that means proving this out so that taking you know running micro tests using this data showing that it's leading to incremental results and you know getting more buy in to make these shifts right we recognize that you know a lot of companies especially larger orgs you can't just go in and do whatever you want um so this is this framework that Harry's suggesting is also great to to do that to prove in a way is like running your own little beta and proving out that this can work and lead to more incrementality and profitability for your business 31.

sorry about that um so in full transparency we have a a platform it's not right for everyone but we use it to manage all of our accounts um I think that what's important here is whether or not you're using our platform is how you think about uh merging the data together because it isn't together today um right so we we pull together Amazon ads data sales data SQ data and content signals and we're trending all that so one of the graphs we uh showed allowed you to pick any two metrics from SQP and ads and trend them against each other like how your ad spends impacting your impression share your purchase share 31, 32.

um right so the more that you can build automations around this the more time you can spend actioning on it and less time you spend trying to get to the insights because there is a lot of data here and Amazon operates in silos right the ads team works independently from uh retail and the seller central pretty much um so you have to then put all of that together it does take time 32.

um you know for for the brands that we manage we're using our analytics platform and some brands use it as self-service i'm sure we're not the only platform i'm sure there's other platforms out there and again you can do this all manually just want you you know if you are trying to scale this automation is important um because it's a lot of data 32, 33.

um yeah so I think we've kind of hit uh hit this over the the head many many times at this point but you know we we have so much success using this because it really does lead to incremental results um and and is very certain um as as opposed to rorowaz which is quite um speculative 33.

any last thoughts that you want to add Harriet 33.

yeah I think that just you know to bring just brings us to the thought that really ties everything together you know um search performance it does shift you from reactive optimization to proactive growth strategy so you stop really chasing yesterday's numbers and start building towards where you actually want to go and you have the data to build a path to get you there 33.

yeah yeah I couldn't agree more um and yeah it's a lot of work it's a different philosophy but I think it's about staying ahead of the curve and and pushing the the boundaries you know for all the the reasons people get frustrated with um Amazon you know they do provide the most data in terms of not having to pay for it out of any marketplace so uh a lot of people just aren't leveraging this data there's huge opportunities you know if you compare what Walmart provides through paid centilla you know the cost of that um is astronomical um right so you get all this data for free it's like you should be using it 33, 34.

um there's some great questions here that we're going to dive into i'm going to take Brent uh the first one do you also track total impression and click counts on branded terms if you pull back branded spend share may stay consistent but total impressions and clicks decline and SQP doesn't account for branded spend driving conversions across other placements like product pages and remarketing 34.

i would say yes we definitely do right we have inrive we have the ability to track that um I think I would say the perfection is the enemy of progress and you need to think about what is driving results um so you you can't have your cake and eat it too right if you're going to pull back branded spend and it's not incremental you are going to get fewer impressions you know in like your sponsored brand headline ads and top of search but if ultimately those are not driving incremental sales over time then you're that money is better spent on terms that are going to drive incremental spa sales as opposed to you know defending your impression share 34, 35. um those goals could change at times for different reasons if you're running a broader campaign off Amazon for example um you know we're not saying that everything is static and and you know things don't don't change but you have to look at it in totality and you can't get everything that you want i don't know if you would add anything to that Harriet 35.

totally yeah one thing I want to add here is Yeah use it directionally right so say you're spending $100,000 let's just say $100,000 a month on branded terms and then you cut you cut spend by 50% and the next month you spend 50,000 it's not going to impact search volume because your search volume is coming from off AAmazon um marketing efforts but it if you look at your purchase share and your purchase share say when you were spending 100,000 is 99% and then when you're spending 50,000 it's still 99% or it's 98.5% you can quantify that with this with the sales numbers it gives you but is that extra $50,000 really worth that spending on branded keywords or is would it be more incremental shifting it into terms that you've identified are incremental and underleveraged 35, 36.

um I know you talked about um product targeting and how uh search great performance does not um cover that true however when we say investing in branded I'm specifically talking about branded keyword targeting branded product targeting um that's a whole different that's a whole different way that you track things so branded targeting product targeting the way that I track success there is looking at the correlation between how much you're how much coverage you're getting on your branded product detail pages versus um and then what's the impact of your conversion rates for you know non-branded campaigns because that does impact your conversion rates 36, 37.

someone types in let's just say men's body wash again and then they get to your product detail page and there's competitors showing up on your page someone finds that competitor and clicks and buys that competitor is getting that that sale or that piece of share for the terms term men's body wash the same acts for branded um if if you have um more branded coverage on your product util page and you know that's going to help increase your brand purchase share as well 37.

all right moving on to uh that's a great question thank you and and yes as Harriet said it's really a balancing act there's no perfect answer you have to make some decisions about what is best for your brand your business uh and weigh that accordingly 37, 38.

uh so Ted more of a practical question it's a good one when we download search query performance in seller central we're given four options simple view comprehensive view Amazon's choice badge data and search funnel outliers which version of the report should we download and use for our analysis 38.

i use a simple view um the simple view gives you really everything that you need in order to uh like it's still a lot of data it gives you everything we covered today impressions clicks purchase add to cart um as well as uh your conversion rate on a search term level the uh average price versus your selling price your all of your share data so I mean that's enough for me uh I haven't even gotten into like advanced tactics for the other views because you know search query performance is still very new and were able to solve exactly what we need with that simple view 38.

uh and then a follow question which is where how can we learn how to access the SQP report for our vendor central brands we already have access to seller central through one of our accounts 38, 39.

um yeah quite quite candidly Amazon permits uh vendors to give brand registry to seller accounts um whether that's an agency a third party if you have a seller account um so you can essentially unlock the data sets by giving brand registry on that each brand if you have more than one brand uh to a seller central account and have the data passed back that way um it's not against Amazon's terms of service um they have started rolling out SQP data to vendors in beta um but that's the workaround to get the data um now so you would just access it through seller central if you're a vendor once you've given uh brand registry rights to that seller central account 39.

um I I don't you know typically the paid programs for vendor central are advertising programs or content programs like premium A+ or premium brand stores uh don't expect Amazon to charge for SQP um and again they've been rolling it out in beta for free as far as we understand um to vendors so I expect more of that to come 39, 40.

um so it these are uh great questions um uh I saw there's one question about AI which I uh we'll address that uh separately um I know I went off on a tangent there but uh we're also at time if you have more questions or want to learn more please don't hesitate to reach out to us i hope you found this valuable today there's also a lot more that we'll be touching on in future webinars with brand analytics and how you can find net new opportunities with overlaying your ad spend um so we'll make sure to cover some of those in future uh webinars and other tactics that we use at Nectar to scale brands but again feel free to reach out to me or Harriet on LinkedIn if you have more questions um or to reach out to us on our website and hope that you found this valuable today thanks again for joining us yeah thanks guys have a great day 40.

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