How to Search and Filter Amazon Brand Analytics Keywords (And How It Can Help You Sell More)

For a full walkthrough of this strategy, watch this video:

If you're starting a new product or trying to improve the performance of one you already sell, understanding what keywords shoppers are using is a smart move. Amazon Brand Analytics (ABA) can help you see which keywords are sending traffic and sales to products—yours or your competitors’. When used through Helium 10, this tool becomes even more powerful.

Let’s walk through how this works and why it matters for sellers who want to make more informed decisions.

When you’re looking to enter a new niche or get a better picture of what’s working for your product, you might want to see what’s bringing sales to other listings. Amazon Brand Analytics data shows which keywords led to clicks and conversions, based on actual shopper behavior. This is direct data from Amazon, not based on guesses or projections.

Here’s one way to use it. Say you're selling coffin shelves. You can take a competitor’s ASIN and plug it into the ABA Top Search Terms tool in Helium 10. The tool will show the keywords that product ranked in the top three for clicks during a specific timeframe. That means it will display the actual search terms people typed into Amazon, the ones where your competitor’s product got the most attention.

For example, maybe you see “coffin decor” on the list, and your competitor got 23.8% of the sales from that keyword. If your product only pulled in 4.8%, that’s worth digging into. Maybe you’re ranking lower, or maybe your listing isn’t catching the shopper’s eye. Either way, you’ve found a keyword that’s doing work for others but not for you.

You might also come across a keyword like “goth shelf,” and realize your product isn’t even showing up in the top three. That’s a good signal to check your ranking. Maybe you aren’t targeting that word at all.

There are two main ways to use the tool:

1. Enter an ASIN (yours or a competitor’s) to see the keywords bringing in clicks and conversions.

2. Enter a keyword (such as “coffin”) to get a list of longer phrases that include it. You’ll also see the search volume and which listings are getting the clicks.

Looking at this kind of data before you build your listing can help you decide which words to include. If you already have a listing, it can highlight areas where you’re missing traffic.

When you use the tool through Helium 10 instead of Seller Central, you get a few extra insights. You can see search volume trends, estimated sales, and title density, which gives you more context for each keyword. This helps you understand not only what’s working, but why.

Knowing where your product stands next to competitors can help guide your decisions on how to improve your listing or where to adjust your advertising. The goal is to understand how people are searching and which listings are turning those searches into sales.

If you’ve never tried the ABA Top Search Terms tool, it’s a good time to explore it. Whether you’re planning a launch or just want to tighten up your keyword strategy, this tool can give you a clear view of what shoppers are actually doing—and where your product fits into that picture.