The report that shows the whole market

Almost every keyword report you have ever used describes you: your impressions, your clicks, your sales. Amazon’s Search Query Performance (SQP) report is different — it describes the entire market for a search term, and then shows you the slice of it that is yours.

For each query shoppers actually typed, SQP lays out the full funnel — how many times the term was searched, how many impressions it generated, how many clicks, cart adds, and purchases — and beside every stage, your brand’s share of it. It is first-party data straight from Amazon, not a third-party estimate, which makes it the most honest keyword report you have access to.

You will find it in Seller Central under Brands → Brand Analytics (it requires Brand Registry). This scroll is about reading it like a strategist and converting it into bid, budget, and targeting decisions.

SQP vs. the search-term report

These two reports sound alike and are constantly confused. The difference is the whole point of SQP — and the reason it unlocks moves the search-term report cannot.

Search-term report

✓Your ads only
✓The terms your campaigns paid for
✓Tells you how your spend performed
✓Blind to organic and to competitors

Search Query Performance

–The whole marketplace per query
–Organic + paid, you + everyone
–Tells you your share of the demand
–Shows where the market buys without you

Note — The search-term report answers “how did my ads do?” SQP answers “how big is this market, and how much of it am I capturing?” You need both — but only SQP shows you the demand you are missing entirely.

The funnel, stage by stage

Read every query as a funnel that narrows from search to sale. At each stage SQP gives you two numbers: the marketplace total, and your share of it.

Search query volume — how many times shoppers searched the term. This is raw demand; it sizes the prize.
Impressions & impression share — how often any product showed, and what fraction were yours. Low share means you are simply not visible enough.
Clicks & click share — whether shoppers chose your listing once they saw it. This is your main image, title, price, and rating doing their job (or not).
Cart adds & purchases share — whether the click turned into intent and then an order. This is your detail page, reviews, and price closing the sale.

Note — The gap between two adjacent shares is a diagnosis. A big drop from impression share to click share is a click-stage problem; a drop from click share to purchase share is a conversion problem.

Read your share, find the leak

Share metrics turn vague worries into specific fixes. Walk down the funnel and the weakest share tells you exactly which lever to pull:

Low impression share on a high-volume query → you are barely in the race. Target it in PPC and check you are indexed for it.
Healthy impression share, low click share → shoppers see you and scroll past. The problem is the main image, title, price, or rating — not the bid.
Healthy click share, low purchase share → the click is wasted on the detail page. Reviews, price, A+ content, or relevance is losing the sale.
Already high purchase share → you own this term. Defend it, don’t overpay to “win” share you already have.

Three opportunities hiding in every SQP export

Sort a fresh export three ways and the same report yields three different plays:

Scale your winners — queries where your click and purchase share are strong. These are proven; push bids and budget to take even more of the market.
Capture new customer searches — queries with real volume and purchases where your impression share is near zero. The market is buying and you are absent; this is incremental, high-intent revenue waiting to be claimed.
Cut the drains — queries pulling impressions and clicks but almost no purchase share. Tighten match types, lower bids, or negate before they keep bleeding spend.

Note — The sharpest first move: queries where your impression share is low but you are still getting purchases. Shoppers are finding you despite poor visibility — bid these aggressively in exact-match and the volume follows.

Turn SQP rows into PPC moves

Every row in the report maps to a concrete action. The point of SQP is not to admire the data — it is to change a bid, a budget, or a target:

When you see…

✓Volume + buys, near-zero impression share
✓High impression share, weak click share
✓Strong, profitable purchase share
✓Clicks but no purchase share

Do this

–Add to exact-match, bid to get visible
–Fix the listing, not the bid
–Scale budget; defend the term
–Negate or tighten the match type

Analyze your SQP free

The catch with SQP is volume: a real export is hundreds of rows of funnel and share numbers, and the insight lives in sorting and segmenting them. Doing that by hand in a spreadsheet every week is exactly the kind of chore that quietly never gets done.

SellerMate’s free SQP Analyzer does the segmenting for you — upload your Search Query Performance and Targeting reports and it surfaces your high-ROAS queries, the new customer searches you are missing, and the underperformers draining spend, in one pass.

Master Sifu — Run SQP on a monthly cadence: harvest the new-customer-search queries into exact-match, defend the terms you already win, and negate the drains. In SellerMate, those moves connect straight to your campaigns instead of stopping at a spreadsheet.

📖 Open the free Amazon SQP Analyzer↗