Overview
3 Examples
1. How are things going at the moment, and which categories should I look at more closely?
2. Which search terms should be included in the ASIN content?
3. Which generic search terms should I be advertising on right now?
All figures and screenshots in this guide are taken from real example queries for the Samsung brand in June 2026 and are provided solely to illustrate the process.
Step-by-Step-Guide Example 1
1. How are things going at the moment and which categories should I look at more closely?
I. Selection and input on the landing page
- Click on the “Brand Performance” button.
- Select the marketplace (example: DE).
- Enter the desired brand (example: Samsung).
- Click on “Analyse now”.
II. Overview page provides initial insights
Approach:
- Table (1) shows the brand’s market share, brand size and market size within the relevant market – in each case compared with the previous month and the same month last year.
Example interpretation:
- Samsung’s SoC share of the relevant market (120 categories) stands at 13.18 per cent – 6 per cent higher than the previous month and 1 per cent lower than the same month last year.
- On a month-on-month basis, both Samsung (brand size +19 per cent) and the relevant market (market size +12 per cent) grew, with Samsung gaining market share. On a year-on-year basis, however, both Samsung (–9 per cent) and the relevant market (–8 per cent) contracted.
III. Review of Winning Categories
Approach:
- Select ‘Gained’ at the top of Table (3).
- Winning categories are those in which the brand has gained market share compared to the previous month and has outperformed the category as a whole.
- Clicking on a category takes you to an analysis of the brand’s market share within the selected category.
Example interpretation:
- Biggest winner: the ‘Unlocked mobile phones’ category, with market share growth from 46.3% to 50.0%.
IV. Review of Losing Categories
Approach:
- Select ‘Lost’ at the top of Table (3).
- Losing categories are those in which the brand has lost market share compared with the previous month and the category has performed better than the brand.
- Clicking on a category takes you to an analysis of the brand shares within the selected category.
Example interpretation:
- For this example, the loser category with the largest loss is selected: Solid State Drives (market share fell from 28.0% to 17.6%, –48 points).
V. Brand Performance in Category
Approach:
- ‘Brand in Category’ (Table 6) provides comparable insights to Table (1), but at category level.
- The ‘Category Performance’ can be added to Table (7) via the legend.
- Clicking on the category name in the info box takes you to the category insight analysis.
Example interpretation:
- In June 2026, Samsung achieved a market share of 17.59% in the Solid State Drives category (–37% compared with the previous month, –54% compared with the same month last year).
VI. Category Overview
Approach:
- Categories cannot be accessed directly, but only via category links found under brands, ASINs or search terms.
- The pie chart shows the distribution of clicks by search type.
- To better understand the drivers of development within the category, click on ‘Brands’ in the top left-hand corner.
Example interpretation:
- Key figures for the Solid State Drives category (ID 6378): SoC Index 23,969, 423 ASINs, 505 search terms, 59 brands, ranked 67th on Amazon.de. Breakdown by search type: 66% generic, 34% branded.
VII. Brand trends in category
Approach:
- The chart shows the performance of the top 10 brands in the category over the last 2 years and helps to identify whether a decline in the category was caused more by one’s own brand or by other brands.
- To better understand the trend for ASINs in the category, click on ‘ASIN’ in the top left-hand corner.
Example interpretation:
- The decline in the category was largely caused by the decline at Samsung.
- The index for the other brands (Crucial, WD_BLACK, Sandisk Technologies, Intenso, Kingston, KingSpec, SanDisk, Lexar, Western Digital) remained relatively stable.
VIII. ASIN trends in category
Approach:
- Click on ‘Other’ in the legend to view the index for all ASINs in the category.
- Clicking on an ASIN takes you to the ASIN Insights analysis.
Example interpretation:
- Samsung’s two most successful ASINs over the last two years have lost a significant share of clicks in recent months: B0B9C4DKKG (Samsung 990 PRO 2 TB, 10.0% category share) and B0CBYZ6DD1 (Samsung 990 PRO 4 TB, 4.4% category share).
- B0B9C4DKKG is selected for further analysis.
IX. ASIN Overview
Approach:
- Table showing the ASIN trend over the last two years and the ASIN’s share of the category.
- Clicking in the top right-hand corner takes you to the search type analysis.
Example interpretation:
- Selected ASIN B0B9C4DKKG, Samsung 990 PRO NVMe M.2 SSD, 2 TB
- SoC index 2,387, 107 search terms, ranked No. 1 in Solid State Drives, 54% branded / 46% generic clicks.
X. ASIN by search type
Approach:
- The search type analysis shows whether demand for the ASIN has developed differently across each search type.
- A downward trend in generic searches suggests problems with generic visibility.
Example interpretation:
- The proportion of generic clicks (green line) has fallen significantly recently – an indication of declining generic visibility for this ASIN.
Brand analyses in Amazon Performance Tracker are only available for a single brand at a time. On request, we can also carry out analyses for multiple brands and provide the raw data for internal use.
Please contact us directly.
Step-by-Step-Guide Example 2
2. Which search terms should be included in the ASIN content?
I. Selection and entry on the landing page
- Click the ASIN Insight button
- Select the marketplace (e.g. DE)
- Enter the desired ASIN (B0CMDFBB8M)
- Click ‘Analyse now’
- Alternatively, you can click on an ASIN in the various tables
II. ASIN Overview
Approach:
- Overview of the ASIN’s performance over the last 2 years, including category rank and distribution by search type.
- Clicking on “BEKWs” takes you to an overview of ASIN-specific keywords.
Example interpretation:
- ASIN analysed: B0CMDFBB8M, Samsung Galaxy Tab A9+
- SoC Index 4,971, 224 search terms, ranked No. 1 in Tablet PCs, 63% branded / 37% generic clicks.
III Keywords for ASIN
Approach:
- List contains all search terms identified by the SoC tool for the ASIN – each with its rank, type (direct/indirect/category), search term index and ASIN index for that search term.
- Top 10 search terms are visible to everyone. For search terms outside the top 10, as well as for the download option (CSV/XLSX), at least the ‘Advanced’ package is required.
- Download the list (’Advanced’ package required) and select the search terms relevant to the ASIN’s content.
Example interpretation:
- ASIN analysed: B0CMDFBB8M, Samsung Galaxy Tab A9+
- Top search terms: ‘tablet’, ‘galaxy tab a9 plus’, ‘galaxy tab a9’.
If required, we can provide a summary containing all keywords for a large number of ASINs across various marketplaces as a download for internal use.
Please contact us directly.
Step-by-Step-Guide Example 3
3. Which generic search terms should I now use for advertising?
I. Selection and entry on the landing page
- Click on the ‘Brand Performance’ button
- Select the marketplace (e.g. DE)
- Enter the desired brand (e.g. Samsung)
- Click on ‘Analyse now’
II. Brand Performance overview page
Approach:
- Scroll down the overview page to Table (4)
III. Review search terms with significant changes
Approach:
- Table (4) provides information on all search terms for which the brand’s ASINs have performed well over the last two years, as well as the brand’s share of these search terms in the current month and the previous month.
- Download the CSV (the “Advanced” package is required) and analyse which search terms promise additional revenue from advertising
Example interpretation:
- Largest increase in the example: “mobile phone” (market share from 46.5% to 81.7%, +7.4 points).
On request, we’d be happy to provide you with a template that allows you to implement rule-based brand performance analysis in AMS.
In addition, we can provide you with the search term data for all marketplaces and for multiple brands in a single dataset for internal use.
Please contact us directly.