--- title: "How to make the most of Amazon’s Search Query Performance" description: "Improve your Amazon performance with Amazon's Search Query Performance. Optimize listings and PPC campaigns using key search data insights." canonical: https://epinium.com/en/blog/amazon-search-query-performance/ lang: en date: 2025-04-03T11:03:03 modified: 2025-04-16T09:53:02 --- **Amazon's Search Query Performance** is a powerful feature inside [**Amazon Brand Analytics**](/blog/amazon-brand-analytics-tool-2023). It gives sellers access to key data about how customers find and interact with their products through search. This tool breaks down every step of the search journey — from **impressions** to **clicks**, **add to carts**, and **purchases** — helping brands understand what’s working and where to improve. If you want to make smarter, data-driven decisions for your listings or ad campaigns, this report is your starting point. In this article, we’ll show you how to use **Amazon's Search Query Performance** ## **Understanding Amazon's Search Query Performance** ### **What is Amazon's Search Query Performance?** **Amazon's Search Query Performance (SQP)** is a reporting tool available within **Amazon Brand Analytics**, exclusively for brand-registered sellers. It delivers detailed insights into how your products perform when customers use specific search terms on Amazon. This data-driven report tracks user interactions across the entire shopping journey — from visibility to final purchase — helping brands align their listings and ads with real buyer behavior. ### **Who Can Access It?** To use SQP, you must be a **brand-registered seller** enrolled in Amazon Brand Registry. The report is located inside [**Amazon Seller Central**](/blog/amazon-seller-central-vs-vendor-central), under the Brand Analytics section. You can view the data in two modes: - **Brand View:** Performance across your entire brand portfolio. - **ASIN View:** Performance metrics for individual products. ## **Key Metrics in the SQP Report** Understanding the metrics inside SQP is essential to take full advantage of this tool: - **Impressions** How many times your product appears in Amazon search results for a specific query. It reflects **product visibility**. - **Clicks** Number of times shoppers click on your product after seeing it in search. A high click rate suggests that your **title, image, and price** are attracting attention. - **Add to Cart** Shows how often a product is added to a cart after being clicked. This indicates **purchase intent** and helps identify strong-performing listings. - **Purchases** Tracks the number of sales resulting directly from a search query. This is key to understanding which keywords **drive conversions**. - **Search Query Score & Volume** - **Score** measures how relevant a query is based on performance. - **Volume** shows how often that term is searched. Together, they help you **prioritize high-impact keywords** for listing optimization and advertising. ## **Accessing and Navigating the SQP Dashboard** ### **Steps to Access the SQP Report** Getting to the **Search Query Performance (SQP)** report inside Amazon Seller Central is straightforward: 1. **Log in to Amazon Seller Central** using your brand-registered seller account. 2. Go to the **‘Brands’** tab in the top navigation. 3. Click on **‘Brand Analytics’** from the dropdown menu. 4. Select **‘Search Query Performance’** to open the report. From there, you’ll be able to view detailed performance metrics either at a **brand level** or by **individual ASIN**. ### **Dashboard Overview** #### **Brand View vs. ASIN View** - **Brand View** gives you a broad perspective, showing how your entire product catalog performs across search queries. It’s ideal for tracking brand-level trends and identifying your top-performing keywords. - **ASIN View** focuses on individual product performance. This is especially useful when fine-tuning product detail pages or isolating underperforming items. #### **Data Interpretation Tips** Reading the dashboard correctly is essential for taking action: - Focus on **high-volume queries** with strong click-through and purchase rates. - Identify **drop-off points** — where users click but don’t add to cart or purchase. - Compare **brand vs. ASIN data** to align marketing and listing decisions more effectively. With regular analysis, the SQP dashboard becomes more than a report — it becomes a strategic advantage. ## **Utilizing SQP Data to Enhance Your Amazon Strategy** **Amazon's Search Query Performance** report is more than just a dashboard — it’s a roadmap to help you grow faster and smarter on Amazon. Here's how to apply its insights directly to your strategy: ### **Optimizing Product Listings** #### **Keyword Integration** Use **high-performing search terms** from the SQP report to improve your product titles, bullet points, and descriptions. This helps your listings better match real user intent and appear in more relevant searches. #### **Content Enhancement** Go beyond keywords. Align your content with how customers actually search. Make sure your listings are **clear, informative, and conversion-focused** to increase engagement and drive action. ### **Refining Advertising Campaigns** #### **Targeted Advertising** SQP shows which queries drive **clicks and purchases**. Focus your Sponsored Products and Sponsored Brands campaigns around **those keywords that convert** to make every ad dollar work harder. #### **Budget Allocation** Use the report to cut spend on low-performing terms and reinvest in those with **high ROAS**. Smart allocation = better results with the same budget. ### **Monitoring Competitor Performance** #### **Benchmarking** Compare how your products perform versus competitors in shared queries. If you're getting fewer clicks or purchases, your listings or pricing may need improvement. #### **Opportunity Identification** Find **underserved keywords** — search terms with strong volume but weak competition — and position your products to capture that demand before others do. ## **Integrating SQP Insights with Amazon SEO Practices** **Amazon SEO** isn’t guesswork when you have real search data from the **Search Query Performance report**. These insights help you align perfectly with how Amazon’s algorithm evaluates and ranks your products. ### **Understanding Amazon's A9 Algorithm** [Amazon’s A9 algorithm](/blog/amazon-a9) determines **which products appear first** when users search. It considers: - **Relevance** between search terms and your listing content - **Engagement metrics** like clicks, conversions, and purchases - **Sales performance and pricing** By analyzing **SQP metrics**, you can identify the **search terms that are actually converting**, and adjust your content to mirror that demand — which is exactly what A9 rewards. ### **Enhancing Product Discoverability** Use SQP data to boost your organic rankings by: - **Incorporating top-converting queries** into your titles, bullets, and backend keywords - **Removing or replacing low-performing keywords** that don’t drive clicks or conversions - **Improving CTR elements** (image, price, title) for queries where impressions are high but clicks are low The result: your products become **more visible in organic results**, leading to more traffic without increasing ad spend. ## **Advanced Strategies: Leveraging Amazon's API for SQP Data** For brands and agencies looking to scale, accessing **Amazon's Search Query Performance data** through the **Selling Partner API (SP-API)** opens the door to automation, deeper analysis, and faster decision-making. ### **Automating Data Collection** Manually downloading SQP reports can be time-consuming. By integrating Amazon's **Selling Partner API**, you can: - **Automate daily or weekly SQP data retrieval** - Feed data directly into your business intelligence or reporting tools - Save time while maintaining full visibility over performance trends This allows for **consistent monitoring** and eliminates the delays of manual exports. ### **Real-Time Analytics** Integrating SQP data with your internal dashboards or analytics systems provides: - **Faster reaction times** to shifting trends or drops in performance - **Centralized data visibility** across search, advertising, and sales metrics - The ability to **act on fresh insights instantly**, not days later With real-time data access, your team can pivot quickly, optimize campaigns on the fly, and make smarter strategic choices — all based on what’s happening **right now**. ## **Common challenges and solutions in Using SQP** While **Amazon's Search Query Performance** is a powerful tool, extracting real value from the data isn’t always easy. Sellers often face challenges that can lead to analysis paralysis or missed insights. Here's how to overcome the most common ones: ### **Data Overload** With so many metrics available — impressions, clicks, add to carts, purchases, query scores, and volumes — it’s easy to feel overwhelmed. **Solution:** Focus only on **actionable metrics**. Start by identifying: - Queries with **high impressions but low clicks** → improve titles/images. - Queries with **clicks but no purchases** → review price, reviews, and content. - Queries with **high conversions** → prioritize in listings and PPC. Zero in on the **top 10-20 performing queries** and track them consistently. ### **Interpreting Trends** Not every spike or drop in SQP metrics tells the full story. Seasonal behavior, competitor changes, or temporary stockouts can affect results. **Solution:** Separate **short-term fluctuations** from **long-term patterns**. Use rolling averages over time to understand: - If a keyword is **genuinely gaining traction** - Whether performance shifts are **sustained or just noise** - When it’s time to update listings or shift budget Consistency beats one-off spikes when it comes to long-term strategy. ## **Final Recommendations: Turning Data into Growth** **Amazon's Search Query Performance** report is a powerful asset for sellers who want to optimize every stage of the customer journey. By understanding how shoppers search, interact, and convert, you can make smarter decisions that directly impact visibility and sales. But unlocking that potential requires consistency and the right tools. That’s where [**Epinium**](https://v2.epinium.com/demo) comes in — a platform designed to help brands act on SQP insights in real time. By automating data analysis and simplifying listing and campaign optimization, Epinium empowers sellers to turn raw search data into measurable results. You stay ahead of the curve, adapt faster to market trends, and scale with confidence. **Success on Amazon isn’t about having more data — it’s about using it better.** Epinium helps you do exactly that.