Amazon Search Query Performance Report Explained: Boost Rankings & Sales
If you're brand-registered on Amazon and not using the Search Query Performance report, you're leaving rankings, traffic, and revenue on the table. This guide breaks down every SQP metric, how to calculate your true market share by keyword, and the 7 proven strategies to turn first-party search data into higher rankings and more sales.
If you're brand-registered on Amazon and you're not using the Search Query Performance (SQP) report, you're leaving rankings, traffic, and revenue on the table.
Most sellers obsess over keyword tools, competitor listings, and PPC dashboards.
Meanwhile, Amazon is quietly giving you first-party data that shows exactly how customers interact with your brand at the search-query level — from impressions to clicks to purchases, and that's not guesswork; it's competitive intelligence straight from the source.
Yet most brands either ignore the SQP report or barely scratch the surface. Here's the opportunity: When you know which search terms generate impressions, where you lose clicks, and where conversions drop, you can systematically improve rankings and increase market share.
In this guide, you'll learn:
- ●What the Amazon Search Query Performance report is
- ●How to interpret impressions, clicks, cart adds, and purchases
- ●How to calculate your true market share by keyword
- ●How to use SQP data to improve SEO and PPC
- ●Advanced strategies to dominate high-value search terms
If you need a foundational understanding of how ranking works, start with our Amazon SEO complete guide for higher rankings in 2026 before diving deeper. Let's turn your SQP data into ranking power.
Table of Contents
- ●What Is the Amazon Search Query Performance Report (And Why It Matters)?
- ●How to Access the Amazon Search Query Performance Dashboard
- ●Every Amazon SQP Metric Explained
- ●Understanding Total Count vs. Brand Count vs. Brand Share
- ●Amazon Search Reports Compared
- ●7 Proven Strategies to Use SQP Data for More Sales
- ●Common Amazon SQP Report Mistakes (And How to Avoid Them)
- ●How GrowithAmazon Helps You Scale Faster
What Is the Amazon Search Query Performance Report and Why it Matters?
The Amazon Search Query Performance (SQP) report lives inside Amazon Brand Analytics. It provides a direct view into how shoppers search, click, and buy on the platform.
Most keyword tools rely on estimates. The SQP report does not guess. It pulls real Amazon data — every impression, click, cart add, and purchase tied to every search query your brand touches.
That represents a fundamentally higher level of intelligence for sellers.
What the SQP Report Shows You
The report tracks shopper behavior across two distinct levels:
- ●Brand Level: Aggregated data across your entire catalog.
- ●ASIN Level: Filtered data for a single product.
At both levels, Amazon provides five core metrics:
| Metric | What It Tells You |
| Impressions | How often your product appeared for a search query. |
| Clicks | How many shoppers clicked your listing. |
| Add to Carts | How many shoppers added your product after searching. |
| Purchases | Confirmed conversions generated from that query. |
| Market Share % | Your brand's slice of total clicks and purchases. |
No estimation. No guesswork. Straight from Amazon.
Why First-Party Data Changes Everything
Third-party tools like Helium 10 and Jungle Scout are useful, but they operate on modeled estimates.
The SQP report provides ground-truth data directly from Amazon, telling you things like how many shoppers searched a query last month, what share of clicks your brand captured, and how much of the purchases a competitor took.
Access to exact figures changes how you make every SEO and PPC decision across your account.
Note: The SQP report is a core input for a broader Amazon SEO strategy, connecting search queries directly to rankings, traffic, and conversions.
How to Access the Amazon Search Query Performance Dashboard
Getting into the SQP report takes just a few minutes once your account meets the eligibility requirements.
1. Confirm Eligibility: You need an active Brand Registry enrollment with a registered trademark, plus primary admin or Brand Analytics access permissions. If the Brands tab is missing from Seller Central, your registration or permissions haven't fully propagated yet. 2. Navigate to the Dashboard: Log into Seller Central, go to Brands → Brand Analytics, then select Search Query Performance. 3. Choose Your View: Toggle between a brand-level overview or drill into single-product performance and keyword trends at the ASIN level. 4. Select Your Time Period: Choose weekly, monthly, or quarterly data depending on whether you need a quick impact check, ongoing performance tracking, or seasonal analysis. Start broad, then drill down. 5. Export Your Raw CSV: Click Download to request the report and pull search, click, and sales data you can analyze for market share metrics.
Note: Amazon's SQP data is typically 2–3 days behind recent listing or ranking changes, so give it a few days before judging the impact of an update.
Every SQP Metric Explained
The SQP report surfaces a significant amount of data. Without knowing what each metric represents, it is easy to misread the numbers and execute the wrong strategy.
The Complete SQP Metric Glossary
| Metric | Definition | Why It Matters |
| Search Query Score | Amazon's proprietary ranking score that orders queries from highest to lowest performance. | Only the top 1,000 scored queries are shown — these represent your highest-impact search terms. |
| Search Query Volume | Total number of times a query was searched in the selected period. | Your baseline for understanding overall customer demand size. |
| Total Impressions | How many times any product appeared in search results for that query. | Measures total market size for the keyword. |
| Brand Impressions | How many times your brand appeared in results for that query. | Shows your visibility relative to the broader market. |
| Brand Impression Share | Your brand impressions divided by total impressions. | Reveals how dominant — or invisible — you are at the top of the funnel. |
| Total Clicks | Total clicks across all products for that query. | Measures total shopper engagement with search results. |
| Brand Clicks | Clicks your brand received for that query. | Direct indicator of listing appeal and organic/paid ranking position. |
| Brand Click Share | Your brand clicks divided by total clicks. | Shows how well you convert visibility into traffic. |
| Total Cart Adds | Total products added to cart from that query across all brands. | Signals overall purchase intent strength for the keyword. |
| Brand Cart Adds | Your products added to cart from that query. | Measures mid-funnel conversion performance. |
| Brand Cart Add Share | Your cart adds divided by total cart adds. | Reveals how well your listing converts browsers into intent buyers. |
| Total Purchases | Total purchases made across all brands from that query. | The bottom-line demand metric for the keyword. |
| Brand Purchases | Purchases of your products tied to that query. | Your actual sales contribution from organic and paid search combined. |
| Brand Purchase Share | Your purchases divided by total purchases. | Your true market share at the final conversion level. |
| Same-Day Shipping Speed | Percentage of purchases fulfilled same-day for that query. | Highlights where fast delivery speed heavily influences buying decisions. |
Understanding Total Count vs. Brand Count vs. Brand Share
Every funnel stage in the SQP report is split into three core dimensions:
- ●Total Count: The entire market activity across all sellers for that query.
- ●Brand Count: Your brand's specific share of that activity.
- ●Brand Share: Your percentage of the total market at that specific funnel stage.
This three-way breakdown applies across impressions, clicks, cart adds, and purchases, allowing you to map your competitive positioning across the entire buyer journey.
Comparing Amazon Search Reports
Amazon offers three distinct search-related reports. Each fulfills a specific analytical purpose across your catalog and advertising strategy.
Head-to-Head Comparison
When to Use Each Report
Search Query Performance
- ●Identify high-volume keywords driving market demand across your niche.
- ●Track your brand's market share across impressions, traffic, and conversions.
- ●Discover keyword gaps where competitors are outperforming your catalog.
- ●Inform top-level organic SEO and PPC strategy.
Search Catalog Performance
- ●Diagnose why a specific product is underperforming on high-value terms.
- ●Compare funnel conversion performance across multiple ASINs for the same keyword.
- ●Identify top-performing products vs. underperforming listings in your catalog.
- ●Prioritize page-level optimization efforts based on individual product metrics.
Search Term Report (Ads)
- ●Optimize keyword-level PPC bids, budgets, and placement adjustments.
- ●Identify high-converting query targets and eliminate wasteful ad spend.
- ●Source negative keywords to refine ad targeting.
- ●Monitor advertising metrics like ACoS, TACoS, and ROAS.
How the Three Reports Work Together
These reports complement one another to build a complete analytical picture. Use this workflow to connect market data to execution:
1. Start with SQP: Identify high-volume search queries where your brand's market share is underperforming. 2. Cross-reference Search Catalog Performance: Pinpoint the exact ASINs responsible for low conversion or traffic on those target queries. 3. Check the Search Term Report: Confirm if your PPC campaigns are active on those terms, verify bid aggressiveness, and assess ad conversion efficiency.
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Book a Call Today7 Proven Strategies to Use SQP Data for More Sales
1. Discover High-Converting Keyword Opportunities
Cross-reference SQP report queries with active ad campaigns. Any query generating substantial clicks or cart adds that is missing from PPC targeting represents immediate expansion potential.
2. Diagnose Funnel Drop-Off Points
Identify bottlenecks along the path to purchase:
- ●High impressions, low clicks: Improve title clarity, main image presentation, or pricing strategy.
- ●High clicks, low cart adds: Refine bullet points, secondary images, and A+ Content.
- ●High cart adds, low purchases: Address price barriers, shipping speed expectations, or review volume.
3. Optimize Listings With SQP-Backed Keywords
Filter SQP data by Impression Share. Identify high-relevance search terms with low brand visibility and integrate them into:
- ●Product Title: Primary keyword priority for indexing impact.
- ●Bullet Points: Secondary features and long-tail phrase insertion.
- ●Backend Search Terms: Non-visible indexation keywords.
Also Read: Amazon Keyword Research: The Complete Guide to Find High-Converting Keywords in 2026
4. Track Brand Share Over Time
Monitor Brand Impression Share, Click Share, and Purchase Share month-over-month. Tracking these trends signals whether your market dominance is growing or if competitors are gaining traction on key terms.
5. Identify Seasonal Keyword Trends
Analyze week-over-week historical data to identify demand timing. Anticipating query spikes allows you to adjust inventory, refresh listing creative, and allocate PPC budget in advance of peak purchasing periods.
6. Detect Keyword Cannibalization
Compare branded query volume against unbranded search performance. If PPC campaigns spend heavily on branded terms that would convert organically, reallocate advertising spend toward non-branded customer acquisition terms.
7. Fuel New Product Launches
Review SQP data from related catalog items prior to launching a line extension. Focus launch targeting on keywords with proven purchase conversion rates rather than high search volume alone.
Common Amazon SQP Report Mistakes And How to Avoid Them
| Common Mistake | Root Cause | Action |
| Ignoring Low-Volume Queries | Prioritizing raw search volume over conversion intent. | Target lower-volume queries that yield high purchase conversion rates (e.g., 30%+ CVR). |
| Confusing Queries with Keywords | Treating search terms and PPC bid targets identically. | Differentiate broad target keywords from exact user search strings during optimization. |
| Misinterpreting High Share in Small Niches | Measuring Brand Share percentage without contextualizing query volume. | Multiply Brand Share percentage by Search Query Volume to evaluate actual total market size. |
| Failing to Trend Data Over Time | Analyzing isolated static time periods without evaluating trajectory. | Export monthly CSVs and maintain continuous tracking logs to evaluate momentum. |
| Relying Solely on SQP Data | Neglecting traffic from non-search SERP channels. | Combine SQP insights with Advertising reports and Seller Central sessions data. |
| Ignoring the ASIN View | Relying entirely on Brand View aggregated metrics. | Drill down to ASIN View whenever overall catalog metrics mask single-product declines. |
How GrowithAmazon Helps You Scale Faster
Amazon Search Query Performance report is a goldmine. However, raw data alone does not grow revenue — strategy and execution do. At our amazon agency, we translate raw SQP data into clear, execution-ready growth plans.
Core Strategic Services
- ●SQP-Driven Listing Optimization: We identify precise search queries for your titles, bullets, backend terms, and A+ Content — boosting organic rankings with data-backed decisions.
- ●Market Share Intelligence: We monitor your brand share across impressions, clicks, and purchases week over week to detect competitive threats before they impact revenue.
- ●Search Funnel Diagnostics: We isolate drop-off points along the customer funnel and execute targeted conversion fixes.
- ●SQP-Powered PPC Campaigns: We cross-reference SQP with your advertising reports to reveal high-converting keywords, eliminate wasted spend, and lower ACoS.
- ●Weekly Reporting & Real-Time Auditing: We conduct weekly SQP audits and adjust your SEO and PPC tactics continuously rather than relying on delayed monthly reviews.
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Conclusion
The Amazon Search Query Performance report gives you something most sellers never fully use — real market share data at the keyword level.
When you understand where you win, where you lose, and why shoppers drop off, you stop guessing and start scaling.
Use SQP to refine your listings, sharpen your PPC, and protect your brand share, or let experts do it for you. Get your Free SQP Audit today and turn your search data into a clear, revenue-focused growth plan.
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Frequently Asked Questions
Answers to the most common questions about this topic.
1. Do I need Brand Registry to access SQP?
2. What's the difference between Search Query Score and Search Query Volume?
3. How often is SQP data updated?
4. Can I export SQP data via API?
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Written by Vignesh M