Amazon Search Query Performance Report: How to Analyze SQP Data in 2026

1. What Is the Amazon Search Query Performance Report?

Amazon Search Query Performance (SQP) is a report in Amazon Brand Analytics that shows how customers search for products and how your brand or ASIN performs for individual search terms. It includes search volume, impressions, clicks, cart adds, and purchases, along with your share of each metric.

Unlike a Sponsored Products report, SQP shows your results alongside the totals for that search term. For example, a PPC report may show 20 ad-attributed orders at 35% ACoS. SQP helps you see how many times customers searched the term, how many products received clicks or purchases, and how much of those results came from your ASIN.

The report follows four stages of Amazon search performance:

• Impressions: The number of times products appeared in the search results covered by SQP.
• Clicks: The number of clicks on products from those search results.
• Cart Adds: The number of add-to-cart actions attributed to the search term.
• Purchases: The number of purchases attributed to the search term under SQP reporting rules.

Each stage includes a total count and the count and share for your brand or selected ASIN. Brand View combines results for the selected brand, while ASIN View shows the results for one product.

SQP includes qualifying organic search results and Sponsored Products placements. It does not include every type of Amazon traffic. For example, Amazon excludes certain search-result features, including Top Rated and New Arrivals. The dashboard also shows selected search queries rather than every term customers searched.

2. How to Access and Download Amazon Search Query Performance

To access Brand Analytics, you generally need a Professional selling account, a brand enrolled in Amazon Brand Registry, and Brand Representative access. Other users need the right permissions. If the report is missing, check Brand Benefit Eligibility and the account’s Brand Analytics permissions.

In Seller Central, open Brands → Brand Analytics → Search Analytics → Search Query Performance. Choose the marketplace, brand, Brand View or ASIN View, and reporting period.

Use weekly reports to review recent changes, monthly reports to check longer trends, and quarterly reports for broader comparisons. Amazon makes data available after the reporting period ends, so recent reports may not appear immediately. Always compare the same marketplace, view, and time period.

To download the report, click Generate Download, select a download type, submit the request, and open Download Manager. The available options include:

• Simple View: Exports the data and columns shown in your selected dashboard view.
• Comprehensive View: Exports a wider set of available search queries for the selected brand and period.
• Amazon’s Choice Badge Data: Monthly search-query results with and without the Amazon’s Choice badge.
• Search Funnel Outliers: Monthly data for search queries with unusually high or low results.

The standard Brand View dashboard is limited to 1,000 search queries. Comprehensive View can include more queries, although it still should not be treated as a record of every Amazon search. Some download types are available only for certain views or periods.

Sellers who need automated reporting can also access ASIN-level SQP data through Amazon’s Selling Partner API. Keep the marketplace, brand or ASIN, report dates, and download type with each file. Otherwise, you may end up comparing results from different report settings.

3. Every Amazon Search Query Performance Metric Explained

SQP has three types of measurements: counts, rates, and shares. Counts tell you how many impressions, clicks, cart adds, or purchases Amazon recorded. Rates compare the total count with search volume. Shares show the percentage of each total attributed to your brand or ASIN. These numbers should not be confused with one another.

Search Query, Search Query Score, and Search Query Volume

Search Query is the phrase customers typed into Amazon, such as 32 oz insulated water bottle. Search Query Volume is the number of searches for that phrase during the selected period, not the number of unique customers. Search Query Score is Amazon’s ranking of queries for the selected report, with 1 being the highest. Amazon does not disclose the exact calculation. It is not your product’s organic keyword rank.

Total Counts and Brand or ASIN Shares

For example, if insulated water bottle has 50,000 total impressions and your ASIN has 1,000, its Impression Share is 1,000 ÷ 50,000 = 2%. That means your ASIN received 2% of all product impressions Amazon recorded for the query. It does not tell you your organic ranking or advertising spend.

Search Query Volume and total impressions are different. One search can show many products, so the total number of product impressions can be much higher than the number of searches.

How SQP Rates Differ From CTR and Conversion Rate

The total Click Rate, Cart Add Rate, and Purchase Rate shown in SQP are calculated using Search Query Volume. They are not the same as the click-through rate (CTR) or conversion rate you normally calculate for an ASIN or PPC campaign.

Here is a hypothetical seven-day ASIN report:

For this query, Click Rate = 3,000 ÷ 10,000 = 30%, Cart Add Rate = 6%, and Purchase Rate = 3%. Your ASIN’s Click Share is 3%, because it received 90 of the 3,000 total clicks.

You can also calculate 90 ASIN clicks ÷ 1,000 ASIN impressions = 9%. This is a separate clicks-to-impressions ratio, not the SQP Click Rate. Likewise, dividing nine purchases by 90 clicks does not establish a confirmed ASIN conversion rate because SQP does not link those counts to the same individual customers.

Median Prices and Shipping-Speed Metrics

SQP includes median product prices for the click, cart-add, and purchase stages. Depending on the report, you can compare the overall query median with the median for your brand or ASIN. These figures describe product prices, not average order value or advertising cost per click (CPC).

If the query’s median purchase price is $25 and your ASIN’s median is $34, customers paid a higher price for your product. Before changing the price, compare product size, materials, features, ratings, and competing listings. The difference alone does not mean your price is too high.

Shipping-speed columns show clicks or other recorded results for products displaying delivery estimates such as same-day, one-day, or two-day shipping. They do not confirm when each order arrived or prove that faster shipping led to more purchases.

SQP Purchase Count is not units sold, revenue, or profit. A purchase can include multiple units, and SQP uses different attribution rules from advertising and order reports. Do not calculate keyword revenue by multiplying SQP purchases by the product price. You also cannot calculate organic orders by subtracting PPC-attributed orders from SQP purchases.

4. How to Analyze the Amazon Search Query Performance Funnel

Reading each SQP metric separately is useful, but comparing the same search term across two reporting periods shows where your ASIN gained or lost share. The key is to look at the counts behind the percentages before deciding what to change.

Suppose you sell a 32-ounce stainless steel water bottle. You compare two weekly ASIN reports for insulated water bottle. The figures below are hypothetical, and the total query counts are kept the same to make the differences easier to follow.

Your ASIN Gained Impressions and Clicks

Impression Share increased from 2% to 3%, a gain of one percentage point, or 50% relative to Week 1. Your ASIN received more impressions for the search term. But SQP cannot tell whether those additional impressions came from better organic rankings, Sponsored Products ads, or both.

Click Share increased from 3% to 4%, yet ASIN clicks divided by ASIN impressions fell from 9% to 8%. In other words, your product received more clicks overall, but a smaller percentage of its impressions resulted in clicks.

Check what else changed during those weeks: Sponsored Products placements, organic keyword positions, main image, price, ratings, and competing listings. A higher Click Share alone does not show which change produced the additional clicks.

Cart Adds Increased, but Purchases Stayed the Same

Cart Add Share rose from 4% to 5%, while Purchase Share remained at 3%. Your ASIN went from 24 to 30 cart adds, but purchases stayed at nine.

That is a reason to review conversion performance, not proof that six customers abandoned their carts. Compare your price, delivery estimates, reviews, availability, and product detail page with the competing ASINs. For example, if your bottle costs $34 and similar bottles sell for $25, check whether your images and product information clearly explain the additional value. The price difference alone is not enough to recommend a reduction.

The finding is straightforward: your ASIN gained impressions, clicks, and cart adds without gaining purchases. Use PPC results and listing data to investigate why before increasing bids or changing prices. SQP identifies where performance changed; it does not establish the cause.

5. How to Identify High-Value Search Queries

A keyword with high Search Query Volume is not automatically a valuable keyword. Broad terms can generate many searches but relatively few purchases for your type of product. More specific terms may have fewer searches but match your product more closely.

Review Total Purchase Count, Search Query Volume, and search intent together. For a premium adult water bottle, 32 oz insulated water bottle with straw may be highly relevant, while kids plastic water bottle is not, even if both have high search volume.

Next, compare Total Purchase Count with your ASIN’s Purchase Share. These are the main patterns to look for:

Suppose a query has 200 total purchases and your ASIN has four, giving it a 2% Purchase Share. The other 196 purchases do not represent sales your product can necessarily win. Some shoppers may want another size, feature, or price range. But if your product is a close match, the term may be worth testing.

Build your keyword shortlist using product relevance, total purchases, your current Purchase Share, competing listings, and expected profitability. Mark queries for further research, PPC testing, continued targeting, or lower priority. You do not need an invented keyword score to make these decisions.

SQP helps you find search terms with purchase demand. Your product margins and PPC results tell you whether targeting them makes financial sense.

6. How to Use Amazon SQP Data for PPC Optimization

A search term with low Purchase Share might have room to grow, but that does not make it a good PPC target. If clicks are expensive or conversion is weak, higher bids can increase ACoS without adding profitable orders. Review SQP and your Sponsored Products reports together.

Compare SQP Queries With Your Search Term Report

Download the ASIN-level SQP report and the Sponsored Products Search Term Report for comparable dates. Find the same customer search terms in both reports and compare:

• SQP: Search Query Volume, total purchases, and your ASIN’s Impression Share, Click Share, and Purchase Share.
• Sponsored Products: Impressions, clicks, spend, CPC, ad-attributed orders, sales, and ACoS.

For example, SQP shows 240 total purchases for 32 oz insulated water bottle, with six linked to your ASIN. Your Purchase Share is 2.5%. The Sponsored Products Search Term Report shows:

If your product’s maximum allowable ACoS is 25%, the current 46.7% ACoS is too high. With $90 in attributed sales, a 25% ACoS allows $22.50 in ad spend, compared with the $42 spent. Review CPC, search-term relevance, conversion rate, and competing prices before raising bids. The $22.50 figure is a cost limit for the same sales amount, not a prediction that lowering bids would keep all three orders.

Do not subtract the three ad-attributed orders from the six SQP purchases and call the remainder organic orders. SQP and Sponsored Products reports use different reporting and attribution rules, so the figures cannot be reconciled that way.

Find New Keywords Worth Testing

SQP may show relevant search terms with strong purchase demand that you are not targeting directly. Before adding an exact-match keyword, check whether the search term already generates ad traffic through automatic, broad-match, phrase-match, or existing exact-match targets. A new target does not necessarily bring new shoppers.

If a relevant term has little PPC history, test it with a controlled bid and budget. Track CPC, spend, ad-attributed orders, and ACoS before deciding whether to spend more. A keyword that looks promising in SQP still needs to prove itself in your advertising reports.

Use SQP to Guide Bids and Budgets

Look at the whole campaign before increasing its daily budget. Extra budget is not reserved for one promising keyword; it can also be spent on other targets in the campaign. Review search terms and placement performance first.

Negative keywords also require care. If an adult water bottle is spending money on kids plastic water bottle, that search may be irrelevant even if SQP shows many purchases for it. But do not exclude a relevant search term simply because Purchase Share is low or the term has ten clicks without an order. Check spend, product margin, and the amount of performance data available.

For every major PPC change, write down the SQP finding, the matching PPC result, the change you plan to test, and the acceptable spend. This keeps bid and budget decisions tied to measurable results.

7. Using SQP for Amazon Listing Optimization and Organic Growth

SQP helps identify search terms that matter to your product and shows whether your ASIN is receiving impressions, clicks, and purchases for them. It does not show exact organic keyword rankings, but it can point to listing content that needs improvement.

Add Relevant Search Terms and Product Features

Suppose 32 oz stainless steel water bottle with straw has strong purchase demand, but your listing barely mentions the straw included with the bottle. If the feature is accurate, make it clear in the title, product attributes, Item Highlights, or images, wherever it fits naturally. Do not add irrelevant keywords or claim features your product does not have.

Check Why Shoppers Click or Skip Your Listing

If your ASIN receives impressions but relatively few clicks, compare its main image, title, price, star rating, coupon, and delivery estimate with competing listings in the search results. If clicks are strong but purchases remain low, review the detail-page images, product information, reviews, and price. SQP tells you which part of the search funnel to investigate, not the exact reason for the results.

After making a listing change, compare equivalent reporting periods. An increase in Click Share after changing the main image is a useful sign, but other factors may have changed too. Check organic keyword rankings and PPC performance. When available, Manage Your Experiments can provide a better test of whether the listing change improved results.

Use SQP to prioritize relevant keywords and make important product features easier to understand. The goal is better keyword relevance and stronger conversion, not simply a longer listing.

8. How to Compare Your ASIN With Competitors Using SQP

In Search Query Details, you can compare your selected ASIN with the top 10 ASINs for a search query. Open SQP, choose ASIN View, and select the query. Amazon selects the leading ASINs using Query ASIN Score, which considers impressions, clicks, cart adds, and purchases. The exact formula is not public, and the score is not an organic keyword ranking.

Here is a hypothetical comparison for 32 oz insulated water bottle:

Competitor A has more clicks and purchases, with a lower median purchase price. Review its capacity, features, images, ratings, price, and delivery estimate to see how the listings differ. The numbers do not prove that the lower price caused the higher purchase count. Purchases divided by clicks should also not be presented as a verified customer-level conversion rate.

Compare the features that matter to shoppers using that search term. For example, if the top products clearly show how their leakproof lids work but yours does not, that is a specific issue to check in your images or product information. It is more useful than copying a competitor’s price or image layout.

Search Query Details does not show competitor PPC spend, profit margins, total unit sales, or exact organic rankings. Use it to identify which competing ASINs are performing well for the search term, then compare their actual listings with yours.

9. How to Review Amazon SQP Data Every Week

For each priority ASIN, choose a consistent set of relevant search queries. Track Search Query Volume, Total Purchase Count, Impression Share, Click Share, and Purchase Share each week. The aim is to spot changes that may affect your keyword and PPC decisions.

Compare equivalent weekly periods. If purchase counts are very low or the results change sharply from week to week, use monthly data as well. A missing search term does not necessarily mean it received zero searches.

Always check the total query numbers alongside your ASIN numbers. Suppose total purchases for a query rise from 100 to 200, while your ASIN purchases rise from 10 to 12. Your ASIN sold more through that query, but Purchase Share fell from 10% to 6% because other products gained purchases faster. That calls for a different response than a drop in your purchases when total query demand is stable.

For a query with a meaningful change, record:

1. What changed: The search term, reporting periods, counts, and shares.
2. What to check: PPC spend and ACoS, organic rankings, inventory, price, competitor listings, and recent listing edits.
3. What to do next: Test a change, fix an identified issue, keep monitoring, or leave the keyword alone.

Do not draw large conclusions from one or two purchases. Check multiple periods and note promotions, stockouts, competitor price changes, or major PPC adjustments that may affect the results.

A good weekly SQP review ends with a few clear decisions supported by the data, not a long report with no next steps.