SMB SEO

What Amazon already gives sellers for search

Updated Oct 7, 2026.

Amazon gives sellers some of its own search data and listing tools inside Seller Central. Its pages for these tools name no fee for the tools themselves: the only price they give is the Professional selling account, at $39.99 a month plus selling fees. Check what you can use before you pay for a keyword tool.

Amazon’s own search data

Amazon Brand Analytics is a set of dashboards in Seller Central. Its Search Query Performance dashboard lists the keywords customers use to find your brand, with their query volume, impressions, clicks, cart adds and purchases. Top Search Terms lists the keywords customers use across Amazon’s stores, each with its top three products, categories and brands (Amazon).

To use it, you need a Professional selling account and the Brand Representative role for a brand enrolled in Amazon Brand Registry (Amazon). Amazon prices the Professional account at $39.99 a month, billed monthly, plus selling fees (Amazon, checked October 7, 2026). Brand Registry itself is “a free program”, and it needs a registered or pending trademark for your brand name or logo (Amazon).

Product Opportunity Explorer, under Growth in Seller Central, groups search terms into niches by what customers view or buy after searching. It shows search terms and their volume, demand, competition, reviews and returns. Amazon calls it “only a guide” and promises no outcome (Amazon).

Amazon’s listing rules and tools

Since July 27, 2026, most product titles are limited to 75 characters, including spaces (Amazon Seller Forums). Item highlights add 125 characters, shown below the title in search results and on the product page. A title that doesn’t comply “might be automatically corrected or it might not appear in our search results” (Amazon Seller Central).

Enhance My Listing suggests titles, attributes, descriptions and missing details for listings that are already live, and you can review, change or decline each suggestion. Amazon launched it in September 2024, starting with some US sellers (Amazon).

Manage Your Experiments tests different versions of a product’s images, title, bullet points, description or A+ Content. Amazon splits the shoppers who view the page into random groups, shows each group one version, and reports units sold, sales and conversion rate for each. It needs the same Professional account and Brand Registry role as Brand Analytics (Amazon).

Two checks before you pay for a keyword tool

  1. If your brand is in Brand Registry, open Search Query Performance first. It lists the searches that found your brand, from Amazon’s own data.
  2. Check your titles against the 75-character rule with our Amazon title checker before Amazon corrects them for you.

Sources

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