The Market Share & Funnel report is most valuable when reviewed on a consistent weekly cadence. A one-off review tells you your share at a point in time. A weekly review tells you where momentum is building or falling and catches problems before they show up in your sales numbers.
Everything you need is in one place: impression share, click share, purchase share, PPC spend, average market price, brand price, and funnel score are all visible in the same table without switching reports.
Before you start: set up your branded and non-branded filters
Branded and non-branded keywords behave completely differently. Branded keywords have artificially high CTR and CVR because the shopper already intended to buy from you. Including them in your analysis inflates all your metrics and makes it impossible to accurately measure listing and PPC performance with new audiences.
Before your first review, filter your data for branded/non-branded view.
Non-branded view: Use the "Search query contains" filter and enter your brand name (and common misspellings) with an exclamation mark.
Example for brand My Real Profit, you need to enter: !my real profit
Branded view: do the opposite and just enter your brand name in the filter without an exclamation mark
How the report is structured
MRP sorts keywords by clicks by default. When you open the report, you immediately see your most clicked keywords at the top. Your weekly review covers both branded and non-branded terms, but the questions you're asking are different for each.
Weekly review workflow (15-20 minutes)
Start with the non-branded view: apply the non-branded filter and scan click share, impression share, and purchase share week over week for your top keywords.
The most important metric to watch is click share. A drop in click share on a high-volume keyword is the earliest signal that something has changed with your listing, price, or competitive position.
For any keyword where click share dropped: check whether impression share also dropped (visibility problem) or held steady (CTR problem). Use the PPC spend and average market price and CTR/ CVR columns in the same table to help diagnose the cause.
Check Funnel Score for large moves in either direction. A sharp drop in funnel score before click share drops is an early warning signal worth acting on
Switch to the branded view: check click share and purchase share on your top branded terms. A drop here often means a competitor is running ads on your brand name
What to do with flagged keywords
What dropped | Likely cause | Action |
Impression share only | Organic rank drop or PPC budget reduced | Check the PPC spend column in the same table. Can also be caused by a price increase. |
Click share (impression share stable) | CTR problem. Main image, title, price, or reviews declined vs. competitors | You can add a coupon to help boost CTR, do a best deal or work on your main image/titles to grow CTR. |
Purchase share (click share stable) | CVR decline: listing content, price, or stock issue | Check delivery times for the top states. Check A+ content and price vs. competitor; verify FBA inventory levels |
All three dropped together | You lose market share to a competitor, running a Best Deal or strong promotion. | Check the average market price column: if market price dropped significantly, a competitor is running a promotion pulling share |
Use market price to spot competitor promotions: The average market price column is one of the most useful signals in the weekly review. If your click share dropped on a keyword and average market price also dropped that week, a competitor most likely ran a Best Deal or deep coupon. Your share loss is temporary and price-driven, not a structural listing problem.
