Story-at-a-Glance
- Amazon Search Query Performance Report (SQP) gives brands first-party insights into how shoppers search, click, and buy on Amazon, making it one of the most important tools for improving visibility and conversion. 📊
- SQP reveals your brand’s share of impressions, clicks, carts, and purchases for every major keyword, helping you pinpoint exactly where performance drops. 🔍
- Brands use SQP to discover high-value keywords, identify missing SEO opportunities, and spot rising trends before competitors do. 📈
- SQP helps diagnose conversion issues by showing where shoppers drop off, from low CTR to weak add-to-cart rates, enabling you to fix problems fast. ⚡
- Weekly SQP reviews show shifts in search demand, allowing brands to react quickly to market changes, competitor moves, and trending searches. 🔄
- SQP data fuels smarter PPC campaigns by revealing which keywords deserve more budget and which ones waste ad spend. 💰
- With Amazon driving over 60% of U.S. product searches, brands that leverage SQP gain a major advantage in ranking, revenue growth, and market share. 🏆
- beBOLD Digital uses SQP insights to craft data-backed SEO, PPC, and conversion strategies that help brands win visibility and scale profitably. 🤝
If you’re serious about scaling your brand on Amazon, understanding how shoppers actually search is non-negotiable. That’s where the Amazon Search Query Report (also called the Search Query Performance Report or SQP) becomes a game-changer. This powerful tool gives brand-registered sellers first-party insight into how customers discover, evaluate, and purchase products, from impressions all the way to conversions.
And with Amazon now driving over 60% of all U.S. product searches and the top three search results capturing 67% of clicks, understanding and optimizing for actual customer intent has never been more important.
In this article, we’ll break down what the Amazon Search Query Report is, why it matters, and how top brands use it to drive organic rankings, boost ad efficiency, and outmaneuver competitors.
What Is the Amazon Search Query Report and Why It Matters for Your Brand
The Amazon Search Query Report is a first-party analytics tool inside Brand Analytics that shows how shoppers interact with search terms across the full purchase journey.
If you’re brand-registered, SQP reveals:
- How often a search query is used
- How frequently your brand appears in results
- Your share of impressions, clicks, add-to-carts, and purchases
- How your ASINs perform compared to competitors
- Where shoppers drop off in the funnel
This makes SQP one of the most valuable data sources on Amazon, far beyond traditional keyword tools or ad reports, because it shows actual shopper behavior, not estimates.
According to industry data, 70% of Amazon shoppers never click past page one, meaning that visibility for the right search terms directly determines whether your products get discovered or remain invisible. The SQP report gives brands the clarity they need to influence rankings, reduce wasted spend, and win market share.
beBOLD Tip: To see how SQP fits into a bigger sales strategy, check out our article on how to use Amazon Brand Analytics to drive sales, with real-world use cases for brands.
Key Features: What Can Sellers Learn from the Amazon Search Query Report?
The Amazon Search Query Report gives sellers unprecedented visibility into:
Search Demand & Popularity
You can see the exact number of searches a query receives (Search Query Volume), crucial for identifying high-value keywords and rising trends.
Brand & ASIN-Level Funnel Metrics
Each query shows your:
- Impression share
- Click share
- Add-to-cart share
- Purchase share
This lets you diagnose performance at every step of the funnel.
Competitive Benchmarking
You can instantly compare your brand’s funnel share against category competitors to understand whether you’re winning or losing visibility.
Brand View vs ASIN View
- Brand View: See how your brand performs across all queries.
- ASIN View: See which queries drive traffic to each specific product.
This dual visibility allows for more precise SEO, PPC, and catalog decisions. Together, these features make SQP the closest thing Amazon offers to real search intent analytics.
Amazon Search Query Report Benefits: How SQP Improves Brand Performance
Now that we understand what the report shows, let’s break down how brands actually use it to create revenue-driving strategies.
Improve Organic Rankings Through Discovery of High-Value Keywords
One of the biggest advantages of SQP is uncovering high-value keywords your brand may be missing.
Because SQP shows real search volume and your brand’s performance, you can quickly identify:
- High-volume queries where your brand underperforms
- Low-competition long-tail searches with strong conversion potential
- New keyword trends showing rapid growth
- Query-level opportunities to update titles, bullets, and backend keywords
For example, sources highlight how brands use SQP to discover “missing keywords,” search terms driving category sales where a brand’s ASIN is not even showing.
When you add these terms to listing copy or ranking campaigns, organic visibility grows significantly.
Spot Seasonality and Rising Search Trends Early
Search behavior on Amazon can shift weekly, especially during major shopping holidays like Q4, Prime Day, and Mother’s Day.
SQP allows brands to:
- Track weekly or monthly search volume trends
- Spot early surges in demand
- Adjust pricing, inventory, and campaigns before competitors
- Identify when a keyword is declining or losing relevance
This ensures you never run out of stock when demand rises, and never overspend when demand falls.
Build Smarter Ranking Campaigns Based on Real Search Demand
Many brands waste thousands of dollars ranking for the wrong keywords. SQP removes the guesswork. By comparing search volume, brand share, and purchase share, you can prioritize keywords that:
- Drive actual sales
- Align with customer intent
- Show the strongest conversion rates
- Deliver the highest ROI in ranking campaigns
With SQP, Amazon sellers can calculate how many clicks or conversions are required to rank on page one, enabling brands to build smarter, more precise keyword ranking strategies.
Shift Budget Toward High-Converting Keywords
Your best keywords deserve your best budget. Because SQP shows which queries convert best, brands can reallocate PPC spend toward:
- High-intent queries
- Strong click-to-purchase funnels
- Keywords where your brand already has momentum
At the same time, SQP reveals wasted spend opportunities, high-volume queries with low conversion. By using SQP, sellers can negative-match low-return terms and shift budget toward profitable segments. This dramatically improves ACoS and TACoS over time.
Get Alerts When a Keyword Drops or Trends Up
Because search behavior changes rapidly, even small shifts can hurt rankings or sales. With SQP, brands can:
- Monitor sudden dips in impressions or clicks
- Detect when competitors increase bidding
- See which keywords are losing traction
- Identify brand share drops before sales decline
According to MerchantSpring, API-enabled SQP monitoring allows brands to automate weekly alerts for major keyword changes, a powerful way to stay ahead of competitors.
Spot Market Shifts and Demand Spikes Before They Impact Sales
Market demand can shift due to various reasons, including competitor launches, shopping events, cultural moments, trend cycles or stockouts. SQP lets you identify these shifts early by looking at changes in:
- Search Query Volume
- Brand purchase share
- Competitor activity
- Funnel conversion rates
This visibility means you can pivot before your sales take a hit.
beBOLD tip: Not sure which Amazon ads reports actually matter? Our guide on Amazon ads report analysis explains what each report tells you and how to use them to improve performance.
What Metrics Can You Find in the Amazon Search Query Report?
The SQP report includes multiple data points for each query, allowing brands to analyze performance at a granular level. Here’s what you’ll find:
1. Search Query Volume
How often customers searched for the exact query.
2. Impressions
- Total Count: overall impressions of all products for that query
- Brand Count: impressions your brand received
- Brand Share: % of impressions you own
3. Clicks
Shows how often shoppers clicked your ASINs after searching.
4. Click-Through Rate (CTR)
Clicks ÷ impressions: a key indicator of listing attractiveness.
5. Add-to-Cart Metrics
Includes total cart adds, brand cart adds, and add-to-cart share.
6. Purchases & Purchase Share
Shows how often your products are purchased after a query.
7. Price & Shipping Metrics
Median price, shipping speed, and same-day/2-day availability. Faster shipping correlates strongly with higher conversions across categories, while shipping delays impact seller performance drastically.
Together, these metrics allow brands to diagnose funnel weaknesses and find their biggest growth levers.
How Sellers Can Use Amazon SQP Insights to Increase Conversions
Once brands understand where customers drop off in the funnel, they can make targeted improvements that directly increase revenue. Let’s break down each scenario.
1. If Shoppers Aren’t Clicking: Improve Images, Titles & Price Positioning
Client Scenario: Beauty Brand With Low CTR
A mid-sized skincare brand approached beBOLD Digital after noticing their hero vitamin C serum had high impressions but a 0.18% click share, which was well below category benchmarks. Using Amazon SQP, the beBOLD team identified that:
- Competitors with similar formulations were winning the click share by 40 to 60%
- The client's main image looked dull and outdated compared to brighter, more modern competitor packaging
- Their title lacked major search terms like “brightening serum,” causing poor keyword alignment
- Their price was $5 above the category median, reducing competitiveness
beBOLD Digital’s Optimization:
- Redesigned the main image using a cleaner angle plus an ingredient callout
- Rebuilt the title using high-intent keyword clusters from SQP
- Adjusted pricing and added a temporary coupon to regain competitiveness
- Improved badges by ensuring Prime eligibility and increasing review count
Result: CTR increased by +27% in 30 days, driving higher session volume and organic ranking improvements.
2. If They Add to Cart but Don’t Buy: Strengthen Offer & Trust Signals
Client Scenario: Pet Supplements Brand With High Adds but Low Purchases
A pet joint supplement brand saw strong add-to-carts but conversions were weak. SQP revealed that:
- Shoppers frequently exited the funnel after reading mixed reviews
- Competing listings highlighted certifications (NASC, vet-approved) that the client also had but never showcased
- Price gaps led customers to switch to a lower-priced competitor during checkout
beBOLD Digital’s Optimization:
- Launched a review improvement strategy (request-a-review, Vine, proactive CS) to strengthen sentiment
- Added lifestyle images with dogs and veterinarian social proof
- Updated A+ modules to highlight clinical ingredients, dosage transparency, and real pet-owner testimonials
- Introduced a limited-time coupon and subscribe-and-save to close the pricing gap
Result: Add-to-cart to purchase conversion increased by +18%, and SQP showed a shift in purchase share from competitors back toward the client’s listing.
3. If They Don’t Add to Cart: Optimize Product Content & Value Props
Client Scenario: Medical Device Brand With High Clicks but Low ATCs
A brand selling home medical devices (blood pressure monitors) saw high click volume but below-category ATC share. SQP and SQP funnel metrics revealed:
- Consumers were clicking to learn more but weren’t convinced by thin bullets and unclear tech specs
- Competitors highlighted benefits (accuracy, ease of use, cuff comfort), while the client focused on generic features
- A+ content lacked lifestyle context and comparisons, making it hard for shoppers to differentiate between models
beBOLD Digital’s Optimization:
- Rebuilt bullets to emphasize benefit-first messaging (e.g., comfort, precision, medical-grade accuracy)
- Added detailed technical specs to satisfy comparison shoppers
- Created A+ storytelling with “Who it's for,” “Why it’s accurate,” and “How it works” modules
- Ran split tests on hero image vs. value-prop overlay version to identify which drove more ATCs
Result: Add-to-cart share improved by +22%, and overall funnel efficiency increased as shoppers understood the value more quickly.
How Often Should Your Brand Review the Amazon Search Query Report?
The right cadence depends on competitiveness and catalog size.
Weekly for Competitive Categories or Active Ad Spend
Fast-moving categories (beauty, supplements, pet, home) require weekly review because:
- Search behavior changes quickly
- Competitors adjust bids daily
- Keywords rise and fall in relevance
- SQP trends reveal ranking threats early
Monthly for Established Brands Maintaining Visibility
If your brand is more established:
- Monthly monitoring is typically sufficient
- Trends become clearer on a multi-week basis
- Seasonal patterns emerge
- Market shifts are easier to diagnose
How beBOLD Digital Can Help
The Amazon Search Query Report is one of the most powerful yet underutilized tools available to Amazon brands. But with thousands of data points across hundreds of keywords, the real value comes not from the report itself, but from knowing how to interpret it and what to do next.
That’s where beBOLD Digital comes in. As a full-service Amazon agency specializing in SEO, PPC, and conversion optimization, we help brands:
- Identify their highest-value keywords
- Build ranking strategies based on real search demand
- Optimize listings to increase CTR and conversion
- Reduce wasted ad spend by shifting budget to top-performing terms
- Monitor competitor movements and protect market share
- Automate SQP insights using advanced analytics tools
If you want to turn Amazon Search Query Report insights into measurable growth, schedule a call with beBOLD Digital. We'll help you build a data-backed roadmap to scale your visibility, conversions, and long-term revenue.
Frequently Asked Questions
What is the Amazon Search Query Report?
It’s a Brand Analytics report showing how shoppers interact with search terms, including impressions, clicks, carts, and purchases.
Who can access Amazon Search Query Report?
Only brand-registered sellers with Brand Analytics access.
Where do I find the Amazon Search Query Report in Seller Central?
Seller Central → Brands → Brand Analytics → Search Query Performance.
How often should I review my Amazon Search Query Report?
- Weekly for competitive verticals
- Monthly for mature brands
How far back does the Amazon Search Query Report go?
Up to two years, depending on the interface or tool used.
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