How to Analyze Amazon Search Query Performance Report
- Sravanthi M
- 1 day ago
- 6 min read
Let's learn how to use Amazon SQP reports to grow your brand, cut ad spend, and find hidden keywords.
If you have access to Amazon Brand Analytics (ABA), you have a whole lot of competitive advantage as an Amazon seller.
Why, you ask?
ABA reports aggregate both customer searches and your brand data, which helps you make strategic business decisions to optimize your ASINs, listings, and advertising.
One such report is the Amazon Search Query Performance Report.
In this guide, you'll learn:
What Is the Amazon Search Query Performance (SQP) Report?
The Amazon Search Query Performance Report helps you understand exactly how customers interact with your products across different search terms.Â
Unlike other Amazon reports that show you what happened after someone clicked your ad, the SQP report reveals the complete customer journey: from search to impression to click to purchase. It's the only report that shows you both sides of the equation – what customers are searching for and how your brand and the market perform for those exact searches.
Where to find the Amazon SQP Report:Â
Navigate to Amazon Brand Analytics → Reports → Brand → Search Query Performance.
You'll need Brand Registry to access this data, or if you're an existing SellerMate user, you can find it in the dashboard.
Log in to the dashboard → Side Navigation Pane → Go to Retail Reports → SQP Report.
Here's what makes it unique: The SQP report shows you ALL the search terms where your products appear – whether you're running ads or not.Â
This means you can discover organic ranking opportunities and find keywords you're entirely missing in your listings and ad campaigns.
Key Metrics From Amazon Search Query Report
Your SQP report comes packed with over 30 different data points. But let's focus on the metrics that actually matter:
Search Query Volume & Score:Â This tells you how popular a search term is. Amazon uses a scoring system where lower numbers = higher search volume. A Search Query Score of 1-1000 indicates high-volume searches, while a score of 50,000+ represents long-tail, niche terms.
Impressions: Total Count vs Brand Count. Total Count shows how many times products appeared for this search term across the entire category. Brand Count shows how many of those impressions were YOUR products. The gap between these numbers reveals your opportunity.
Brand Share%Â This is your visibility share. If customers searched for "wireless headphones" 100,000 times and your products appeared 20,000 times, your Brand Share is 20%. Higher is better, but don't ignore profitable low-share keywords as well.
Click Rate%: Percentage of people who clicked after seeing search results. This measures relevance – if people see your product but don't click, there's a disconnect between what they want and how you're presenting it.
Cart Add Rate%:Â The percentage of searchers who added products to the cart. This measures your "purchase intent". High cart add rates signal strong buying intent, even if immediate purchases are low.
Purchase Rate%: Your ultimate success metric – the percentage of searchers who actually bought something. This is where theoretical traffic becomes real revenue.
Median Price Comparisons The report shows median prices for both total category clicks and your brand clicks. This competitive pricing intelligence helps you understand if you're positioned as premium, budget, or mid-market.
Brand vs. Category Performance: Every metric is presented alongside both your brand's performance and the category average. This comparison reveals whether you're winning, losing, or keeping pace with competitors.
The beauty of SQP report data is that it connects the dots between search volume, visibility, relevance, and conversions – all in one place. Instead of guessing why your PPC campaigns aren't working, you get a complete diagnostic of every step in the customer journey.
However, most sellers and advertisers look at this data and feel overwhelmed. It’s understandable. That’s why we, at SellerMate.AI, came up with a solution to analyze your search terms from the SQP report and identify the right keywords to target in your ad campaigns.Â
We’ll get to that in a minute.Â
How to Interpret Your SQP Report Data on Amazon
Your Amazon SQP report is packed with thousands of search terms, but raw data alone doesn’t drive results.
What actually matters?
Knowing what terms are driving clicks, purchases, and growth
And, the terms wasting your budget
That’s where SellerMate’s SQP Analyzer comes in.
This free tool turns your cluttered SQP report into crystal-clear insights, so you can:
Spot high-converting keywords to add to your ads
Identify low-performing terms to pause or adjust
Uncover missed opportunities before your competitors
All you have to do is upload your SQP report from Amazon and Targeting Report from the Advertising Console, and our tool gives you insights into what to do next.
You can find this PPC tool under the Free Tools section of the Menu.
Common SQP Data Patterns to Watch For (and What to Do About Them)
As an advertiser, here are the key data patterns and actions to take in order to capitalize on the data and grow your market share.
1. High Brand Share + High Purchase Rate
You’re crushing this keyword
Action: Scale your ad bids and defend it aggressively
2. High Impressions, Low Clicks
Visibility is there, but something is not resonating
Action: Analyze, and tweak images, pricing, or title
3. Low Impressions, High Conversion
Hidden gem
Action: Increase ad bids, optimize content for indexing
4. High Clicks, Low Purchases
Traffic with poor conversions
Action: Audit your listing, reviews, and shipping promises
How to Read Between the SQP Data: A Quick Health Check
Use this 3-step system when you open the report:
Is it a high-volume keyword?
Query score under 20,000 = worth digging into
Is there a large opportunity gap?
Total impressions minus your impressions = potential
Are you converting better or worse than category average?
If better, scale it
If worse, fix the listing or bid lower
Advanced Amazon PPC Campaign Optimization Based on SQP Insights
Now that you have the insights, here are ways to apply them directly in your campaigns.
1. Discovery Campaigns
Keywords with high volume but no existing visibility
Broad match with conservative bids
2. Scaling Campaigns
Terms with high purchase share
Exact match, higher bids, SKAGs (single keyword ad groups)
3. Long-Tail Harvesting
Moderate impressions, high purchase rate
Broad match modifier or phrase match
4. Defense Campaigns
Branded terms or category leaders
Premium bids, custom copy
Too many sellers force their data into arbitrary campaign setups instead of building campaigns around their actual performance patterns. Don’t be one of them.
Pro Tip: Instead of manually managing all these optimizations, consider using SellerMate's PPC Automation, which allows you to completely automate all campaigns while maintaining complete control with clear insights. What takes hours manually happens in minutes, and our AI recommendations feature wouldn’t let you miss out on the hidden opportunities buried in row 847 of your spreadsheet.
Automated Rules You Can Use
IF Click Rate >5% AND Purchase Rate >2% → Exact match, increase bids
IF Brand Share <10% AND Purchase Rate >category avg → Boost visibility
IF Conversion Share = 0 AND Impressions >1000 → Test via broad match
Keyword Discovery Formula
Let’s say:
"Bluetooth speaker" has 70,000 impressions
You have 5,000 = 7% Brand Share
Category Purchase Rate = 3%, Your Purchase Rate = 4.2%
Is there an Opportunity? Yes.
Then,
Add to exact match
Improve indexing on listing
Raise the bid if ACoS allows
Final Thoughts
The Amazon SQP report is no longer optional. It's a strategic necessity if you want to increase sales and capture a larger market share.
When used right, it tells you exactly:
Where you're losing visibility
What your most converting search terms are
Which underutilized keywords can drive your next 100 sales
Most importantly, it stops you from wasting money on keywords that aren’t converting.
Want help turning your SQP insights into real results?
Sign up for free or book a demo to see how SellerMate.AI can simplify your PPC strategy, boost ROAS, and cut wasted ad spend.