Amazon's Search Query Performance

Amazon’s Search Query Performance is a powerful feature inside Amazon Brand Analytics. 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, 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:

Log in to Amazon Seller Central using your brand-registered seller account.
Go to the ‘Brands’ tab in the top navigation.
Click on ‘Brand Analytics’ from the dropdown menu.
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 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 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.

—> —> —> —> —> —> —> —> —>