How to Use the Amazon Search Query Report to Maximize Performance

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How to Use the Amazon Search Query Report to Maximize Performance

Published

February 15, 2023

Updated

September 23, 2025

Summary

What is the Amazon Search Query Report?

A few years ago, Amazon launched the Search Query Performance report (SQP) to all brand-registered sellers on Amazon Seller Central. (Amazon Vendor Central does not yet have access.)

This report offers insights into the performance of specific search queries on Amazon’s marketplace, providing both general-level data (e.g., total search volume) and details related to a brand’s listings (e.g., clicks to one of your products). New data can be pulled on a weekly, monthly, or quarterly basis.

By analyzing metrics like impressions, clicks, and purchases, brands can better understand what searches are effectively driving customers to product pages, and in turn optimize their keyword and listing strategy.

Where does the report’s data come from?

The terms that appear in the report—and their correlated data—only represent queries that originate from the Amazon search bar and drive clicks on the search results.

That means outside traffic, editorial recommendations, highly rated/top rated snippets, clicks from other product pages, and other non-search bar paths are not included in the report.

How to Use Amazon Search Query Performance Report Data (with Examples)

A lot of data is available within the SQP report, and while that’s never a bad thing, knowing where to start can be challenging. Let’s go through two of the most impactful ways to use the report.

Identify search term share opportunity

By looking at Brand Share insights, you’re able to see how your brand stacks up against competitors for primary keywords in terms of clicks, add-to-carts, purchases, and other metrics.

And as a reminder, you can do this as often as every week—and you should, especially when running top-of-search bid modifiers to gain market share. Let’s go over an example.

Scenario: You increased bids and budget to rank higher, but your ACOS went through the roof

Say you wanted to rank higher for the search term “keto snacks” for a product you sell for $20. You decide to increase your bids and budget to $3,000 for the week and aim for a 30% top-of-search impression share for the term.

But after the week, you see that your ACOS (Advertising Cost of Sale) is at 300% for 50 orders. Ouch!

Before the Search Query Performance Report was available, you would’ve likely just turned off the ads or lowered your bids—and that would’ve been the end of it.

But now, with the report, you can dig deeper and see exactly how your organic search position and organic sales are related.

Developing optimized product ranking campaigns

Let’s go through a step-by-step process of developing product ranking campaigns using the Search Query Performance Report.

Step 1: Analyze click share and conversion share to estimate sales

What Metrics Are Provided in the Amazon Search Query Performance Report?

The Amazon Search Performance Query Report provides dozens of metrics throughout the funnel, including impressions, clicks, cart adds, and purchases. Here's an overview of all of them.

General definitions

Wrapping up

The Amazon Search Query Performance Report is by far the most data Amazon has ever freely given to sellers, and it’s a game changer for those who use it wisely. Test the above techniques for improving your performance and let us know what results you’re seeing.