Amazon Search Query Performance (SQP) Report

A free Brand Analytics report ranked by its advocate as "possibly the most powerful data source on Amazon inside Amazon Seller Central that Amazon actually gives us access to." It is distinct from the Amazon Search Term Report (which shows customer search terms triggered by PPC campaigns) — SQP shows organic, brand-vs.-market performance for every search term shoppers used to find products in the category, regardless of ads.

Access

Hamburger menu > Brands > Brand Analytics > Search Analytics > Search Query Performance.

Pull cadence

Use the last full calendar month, at least two weeks old, to account for attribution lag before Amazon finalizes the numbers.

Data structure

For each search term, the report gives both a total (all sellers in that query) and a brand-specific count, at four funnel stages: Impressions, Clicks, Cart Adds, Purchases. Brand share % (brand ÷ total) is calculated at each stage.

Ignore cart adds — treated as "very difficult to actually affect" and not diagnostic.
Sort the report by brand purchase count, not by Amazon's built-in search query score. Purchases are the trusted, ground-truth signal, and in practice ordering by purchases tracks the score closely anyway.
Search query score: Amazon's own blend of search volume and relevance to the product; 1 is the best possible score.
Prioritize midtail terms when scanning for insights — longtail terms have too little volume to be actionable, and maintail (head) terms have huge volume but comparatively low relevance, diluting the signal: "where are the deep insights, they tend to come from the midtail keywords."

The exported data is the substrate for two derived techniques: SQP Funnel Stage Diagnostic (Thumbnail vs. Listing Problem) and Organic CTR Back-Calculation from SQP. It is also the underlying data source used by Per-Keyword Rank Ceiling & SQP Competitor Conversion Benchmarking for per-keyword rank-ceiling and competitor-conversion analysis.

Pulling & Sorting the Report

Navigate hamburger menu → Brands → Brand Analytics → Search Analytics → Search Query Performance. Pull the last full calendar month (at least two weeks old, so attribution has settled) and sort the export by brand purchase count rather than by Amazon Search Query Score — purchases are "the data that we really trust" and closely track Amazon's own relevance score anyway, making them a faster, more reliable signal for which terms to analyze first.

Applications

Essential Candy (Helium 10 Scale Stories) — SQP showed generic head terms like 'peppermint' and 'hard candy' capturing only ~0.05% of available search volume for the ASIN, evidence the listing was chasing terms it had no realistic path to winning. This redirected keyword strategy toward higher-intent, lower-competition terms like 'nausea' and 'morning sickness candy,' feeding directly into the "Right to Win" Keyword Selection Framework.

Из тем: Unsorted, SEO & Keyword Strategy: Winning A9, Cosmo & Rufus