There's a piece of data Amazon tracks for every brand. Even brands that don't se
By Liranhirschkorn · May 16, 2026 · Curated by George's Blog
There's a piece of data Amazon tracks for every brand. Even brands that don't sell on Amazon.
Branded search volume.
When I run this lookup on a DTC brand not on Amazon yet (Helium 10 or any of the standard tools) the number is usually thousands of monthly searches.
Bigger than the brand expected.
That isn't theoretical demand. It's people who typed the brand name, hit enter, and got... whatever Amazon decided to show them.
Knockoffs. Competitors. Adjacent products with better ad budgets.
The DTC playbook says: build branded demand on social, capture it on your site.
That worked when the search query was on Google.
Now the customer is splitting their search behavior.
Some queries go to Google. A growing share goes straight to Amazon.
And on Amazon, branded search isn't captured; it's redirected.
On Amazon, branded search is a leak. The only question is who's catching it.