If you’re an Amazon seller or PPC manager looking to refine your advertising strategy and better understand search term behavior, funnel performance, and brand visibility, the Search Query Performance (SQP) Report is a goldmine of data – all essential for optimizing your listings and advertising campaigns.
In this post, we’ll walk you through what the SQP report is, how to access it, what metrics matter most, and how to turn that data into actionable insights.
A: What is the Search Query Performance (SQP) Report?
The SQP report is an analytics tool found in Amazon Brand Analytics (available to Brand Registered sellers only). It gives you visibility into how shoppers interact with specific search terms across Amazon, and how your brand stacks up compared to competitors.
At a high level, it shows:
- What customers are searching for
- How often those queries are generating impressions, clicks, and purchases
- How your brand is performing across those metrics for each query
In short, it maps out the customer search journey, from keyword entry to final purchase.
B: Where to Access the SQP Report
You can access this report by logging into Seller Central, then navigating to:
Brands > Brand Analytics > Search Analytics > Search Query Performance
From there, you’ll be able to select:
- Reporting Range (weekly, monthly, quarterly)
- Report Type (brand-level or ASIN-level)
The brand-level report shows how your brand performed across all search queries, while the ASIN-level report breaks down performance by individual product.
C: Key Metrics in the SQP Report (and Why They Matter)
Understanding the metrics within the SQP report is crucial to making informed decisions. Here are the ones you’ll want to pay the most attention to:
1. Search Query
This is the actual keyword or phrase entered by a shopper on Amazon.
Why it matters: Identifying which queries are driving traffic and conversions can help you refine your keyword strategy.
2. Impression Share
The percentage of total impressions your brand or ASIN received for a given search query.
Why it matters: A low impression share for a relevant keyword could mean your product listings aren’t optimized—or that competitors are dominating ad placements.
3. Click Share
The percentage of total clicks your brand or ASIN received from a search query.
Why it matters: Even if you’re getting impressions, if your click share is low, your titles, main images, or star ratings might not be compelling enough.
4. Add to Cart Share
How often shoppers added your product to cart for that search term, relative to others.
Why it matters: This is a strong signal of purchase intent. High click share but low add-to-cart share? That might point to pricing or listing content issues.
5. Purchase Share
The most critical metric – how often your brand/product was purchased from a specific search term.
Why it matters: This tells you which keywords are truly revenue drivers. These should be prioritized in both organic and paid strategies.
D: How to Use the SQP Report for Smarter Decision-Making
Here’s how you can turn this raw data into real strategy:
1. Identify High-Intent Keywords to Target in Ads
Look for keywords with high purchase share but where your brand’s impression or click share is low. These are high-opportunity keywords worth bidding on.
2. Optimize Listings for Search Terms You’re Already Winning
If you see queries where you have a strong impression/click/purchase share, double down. Make sure those keywords are added in your:
- Product title
- Bullet points
- Backend search terms
This will help improve SEO and organic ranking.
3. Find Weak Spots in the Funnel
If you have high impressions and clicks, but low add-to-cart or purchase share, something in your listing isn’t resonating – maybe price, reviews, or product images.
Use A/B testing or competitor analysis to pinpoint the gap and improve performance.
4. Understand Competitive Landscape
The SQP report shows market-level data – not just your performance. You can benchmark against top performers and see where your brand is lagging behind.
Final Thoughts
The Search Query Performance report is more than just a fancy chart—it’s a strategic asset. Whether you’re managing large-scale PPC accounts or optimizing your first product listing, this report gives you the insight needed to win the digital shelf.
By leveraging SQP data, you’ll not only improve ad efficiency but also sharpen your organic reach, boost conversions, and stay ahead of your competition.
Need help decoding your SQP data or optimizing your Amazon strategy? Feel free to reach out – we’d love to support your growth on Amazon.
