FAQs

ShareofClicks is an Amazon analytics tool that measures how clicks on the search results page are distributed across products, brands and categories. Unlike traditional tools that show rankings or search volumes, Share of Clicks analyses the actual search and click behaviour of Amazon users.

The SoC Index (Share-of-Clicks Index) is a standardised metric for click share on Amazon. The entire marketplace is equivalent to 1,000,000 points per month. One index point corresponds to 1 ppm (parts per million) or 0.0001% of all clicks in a month. Example: A product with 10,000 SoC points receives 1% of all clicks on the marketplace that month. This standardised basis allows ASINs, brands, categories, price bands and rating groups to be compared directly with one another.

The Amazon Performance Tracker is the direct user interface for SoC data. All analyses in the Tracker – whether brand performance, ASIN performance or search term analysis – are based on click data from the Share of Clicks tool. The Tracker presents this data in such a way that it can be interpreted without any prior knowledge of data analysis and used directly to inform strategic or operational decisions.

The data is based on real search and click data from Amazon users, which Amazon makes available for each marketplace. This raw data is comprehensively processed by Share of Clicks and enriched with additional information on brands, categories and products. The result is a reliable picture of the actual market structure on Amazon.

The Amazon Performance Tracker currently provides data for the five largest European Amazon marketplaces: Germany, the UK, France, Italy and Spain. This enables brands to analyse their performance and that of their competitors in these key markets.

The restriction to the top 3 ASINs is a deliberate design choice: it reduces the volume of data to the essentials and sharpens the focus on the products that are truly relevant. An ASIN in the top 3 is regarded as ‘social proof’ that, from the customer’s perspective, this product is a good match for the search term. No distinction is made between organic and paid clicks.

Both types of analysis use the same database, but with different time horizons and focuses. The insight analysis looks at a rolling 24-month period and answers the question: Where do I stand strategically in the market? The performance analysis focuses on a comparison with the previous month and highlights current changes. It answers the question: What has just changed, and where do I need to take action now?

The ShareofClicks tool only includes ASINs that have ranked among the top three most-clicked products for a search term at least once during the period under review. If this is not the case for your ASIN, there are still ways to gain insights:

1. Identify a similar ASIN – Find a comparable ASIN for which the tool already has data.
2. Use Category Insights – You can use this similar ASIN to determine the relevant category and apply it to a Category Insights analysis.
3. Identify search terms – In the ASIN query, go to the BEKW subpage and use the search terms identified there as a starting point for selecting your content search terms.

Tools such as Helium 10 or Jungle Scout show organic rankings, keyword performance and search volume for search terms. ShareofClicks takes a different approach: rather than showing which search terms exist, it reveals which search terms are actually driving clicks to your own ASIN and where the ASIN is not yet performing well. This information can be used to derive specific recommendations for strategic content decisions and operational AMS measures.

1. Start strategically: Use insight analysis to understand where your brand stands and which search terms are relevant in the long term.
2. Monitor operations: Use monthly performance analysis to track where click-through rates have shifted.
3. Optimise content: Use the identified search terms in titles, bullet points and other content elements.
4. Manage campaigns: Activate or pause AMS campaigns specifically where click-through rates are below or above average.

All market share figures in the ShareofClicks Tool relate exclusively to clicks, not to sales. Whilst there is a correlation between clicks and units sold – as the Amazon algorithm tends to push poorly converting ASINs down the rankings – we have deliberately chosen not to calculate revenue, but instead to focus on the reliable click data, given the varying conversion rates across different search terms and search types.

The tool delivers the greatest added value for brands with existing brand awareness and organic traffic. They benefit the most because they already have a database and can pinpoint exactly where advertising generates genuine additional revenue. For brands without a strong organic presence, the tool can nevertheless provide valuable insights into the competition and potential search terms.

The tool identifies two scenarios in which advertising makes little sense:

1. Search terms where your brand is so strong that advertising simply leads to cannibalisation – organic clicks are replaced by paid ones, without generating any additional revenue.
2. Search terms where the brand has historically not been successful and where advertising is unlikely to improve the situation in the long term. For both types, you can reduce your budget or cut it entirely.

Differentiating by search-type makes it possible to measure a brand’s awareness over time in two ways: firstly, in absolute terms, as the SoC index of branded search terms; and secondly, relatively, in comparison with the competition, either across all categories or within a single category.

This is one of the most important questions in operational tracking. The tracker helps by showing both your own SoC trends and those of your competitors. If you are losing click share whilst your competitors remain stable or are gaining ground, this suggests a weakness in your own performance – perhaps due to poorer content, reduced advertising presence, inventory issues or high prices. If all market players are losing ground on a particular search term at the same time, this is more likely a sign of a shift in market demand.