Overview

This article explains the keyword metrics, data sources, and availability rules used in the Keyword Researcher tool. Understanding how these metrics are calculated and when they are available helps sellers interpret keyword data correctly and avoid incorrect assumptions during listing optimization.

Explanation

Keyword Researcher aggregates keyword data from multiple Amazon-provided sources. Each metric reflects a specific aspect of buyer behavior, demand, traffic opportunity, or competitive strength.

Not all metrics are available to every seller. Metric availability depends on Amazon permissions, seller eligibility, and brand registration status. When a data source is unavailable, affected metrics appear as NA and are not estimated or inferred.

Data Sources Used

Keyword Researcher uses the following Amazon data sources:

1. Brand Analytics (BA)
   Provides Search Frequency Rank (SFR), indicating relative keyword demand.

2. Search Query Performance (SQP)
   Available only to eligible brand-registered sellers. Provides demand, revenue, and click-related metrics.

3. Amazon Suggestions (SUG)
   Generates buyer search terms based on Amazon auto-suggestions.

4. Competitor Data (COMP)
   Identifies top clicked competitor products associated with a keyword.          

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Keyword Metrics Explained

Each discovered keyword may include the following metrics:

1. Keyword
   The actual search query entered by buyers on Amazon.

2. Search Frequency Rank (SFR)
   • Sourced from Brand Analytics
   • Lower rank indicates higher demand

3. Search Query Volume (SQP)
   • Number of searches during the selected period
   • Available only when SQP data is accessible

4. Gross Revenue (SQP)
   • Estimated revenue generated by the keyword
   • Based on purchases multiplied by median price

5. Click Rate (SQP)
   • Percentage of searches that resulted in clicks

6. Click Potential
   • Total clicks received by the top three clicked products
   • Indicates traffic opportunity for the keyword

7. Conversion Potential
   • Total conversions generated by the top three clicked products
   • Indicates sales potential

8. Data Source
   • Indicates where the keyword data originated
   • Possible values include BA, SQP, SUG, and COMP

9. Top Competitors
   • Up to twelve competitor products
   • Calculated as the top three clicked products per week over four weeks

10. Last Saved At
    • Timestamp indicating when the keyword was last saved to a Keyword Bank 

SQP Data Availability and NA Behavior

NOTE:
SQP data is controlled entirely by Amazon and is not available to all sellers.

SQP-based metrics appear as NA when:

1. The seller is not brand registered.

2. Amazon does not grant SQP access for the keyword.

3. The brand does not have sufficient visibility for the keyword.

Metrics affected by SQP availability include:

1. Search Query Volume

2. Gross Revenue

3. Click Rate

What Still Works Without SQP

Even when SQP data is unavailable, sellers can still:

1. Use SFR to evaluate relative keyword demand.

2. Discover keywords using Amazon Suggestions.

3. Analyze top competitors for each keyword.

4. Review click potential and conversion potential where available.

5. Perform effective listing SEO and competitor research.

Summary

Keyword Researcher provides transparent visibility into keyword demand and performance using multiple Amazon data sources. By understanding metric definitions, data origins, and availability rules, sellers can confidently interpret keyword data, avoid misreading NA values, and make informed decisions for listing optimization and keyword prioritization.