ShareofClicks Tool & SoC Index
Many Amazon tools show visibility, rankings or search volume. The ShareofClicks Tool goes one step further: it reveals how clicks on relevant search queries are actually distributed across products, brands and categories – in other words, where customers are really taking a closer look.
For each ASIN, the tool records the brand, category and price range; for each search term, it also records the search type (e.g. brand, category or generic search). For each individual attribute, or each combination of attributes, a SoC Index is calculated, from which the respective click share can be derived.
The data is updated monthly and is available in the Amazon Performance Tracker for the five major European Amazon marketplaces.
How the index works
To ensure that click shares are comparable, the tool uses a standardised index across all marketplaces. All analysed clicks on a marketplace in a given month are assigned a SoC index of 1,000,000 points. One index point corresponds to 1 ppm or 0.0001% of all clicks in a month. This allows ASINs, brands, categories, price bands, rating groups and search types to be analysed on the same basis.
Example: A brand achieved 10,000 SoC points in a month, representing a click-through rate of 1% on the marketplace in question. To calculate click shares, two combinations of attributes are compared, whereby the smaller combination must be a subset of the larger one. The click share of the subset is then calculated relative to the larger combination.
Example: A brand achieved 500 SoC points in a category in one month, whilst the entire category had an SoC index of 5,000. The brand thus achieved a click share of 10 per cent in the category.
Important: In the Share of Clicks tool, figures relating to shares always refer to clicks, not to turnover.
Fixed monthly total index
The fixed monthly point value of 1,000,000 provides a constant basis for the SoC index. Seasonal fluctuations in demand are not taken into account.
Index points as parts per million
Converting points into parts per million enables a precise measurement of click distribution and facilitates the calculation of market shares per marketplace.
Uniform basis
Using the same basis for ASINs, search terms, brands and categories ensures consistency and comparability.
Scope and completeness
The analysis is based on real search and click behaviour of Amazon users. We structure and process the underlying data on search terms, search volumes and clicked ASINs, and supplement this with additional information such as brand, category and product data.
The analysed data includes the top 3 most-clicked products for the month’s most important search terms and their click distribution. No distinction is made between clicks on sponsored and organic results, as this is not decisive for analysing the visibility of brands and products.
With the top 3, the data covers the truly relevant and visible part of the marketplace. The Pareto principle applies here too: A small proportion of a marketplace’s total ASINs receive the majority of all clicks. Many ASINs are therefore not included in our analyses if they have never featured among the top three most-clicked products for a search term within the last two years.