Introduction
Amazon’s Search Query Performance (SQP) Data is one of the most underutilized tools in Seller Central. Unlike traditional keyword reports, SQP provides insights at the query level—showing how real customers search, click, and convert across the marketplace.
This guide will show you how to unlock the full potential of SQP data to improve your keyword strategy, ad spend, and organic performance.
What is Search Query Performance Data?
- Definition: A report within Brand Analytics that shows customer search behavior for your products and competitors.
- Scope: Includes impressions, clicks, cart adds, and purchases per query.
- Why it matters: Provides visibility into both organic and paid search performance at a query level.
Key Metrics Explained
- Impressions – How often your product appeared in results.
- Click Share – The % of clicks your listing received vs. competitors.
- Cart Add Share – The % of add-to-carts attributed to your ASINs.
- Purchase Share – The % of purchases you captured on that query.
Each metric reveals where you’re winning—and where you’re leaking traffic or sales.
How to Use SQP Data for Growth
- Identify High-Value Keywords
- Look for queries with strong impressions but low click share.
- Improve titles, images, and ads targeting these keywords.
- Fix Conversion Gaps
- High clicks but low purchase share? Signals listing content, pricing, or reviews need attention.
- Optimize Ad Spend
- Focus PPC dollars on queries already converting.
- Avoid overspending on broad terms with low purchase share.
- Discover New Opportunities
- Spot rising queries where competitors are weak.
- Build new campaigns or optimize listings early.
Common Mistakes Sellers Make
- Ignoring Cart Add Data – Cart adds often predict future sales momentum.
- Focusing Only on Clicks – Click share without conversion leads to wasted spend.
- Not Comparing Over Time – SQP trends reveal seasonality and competitor moves.
Real-World Example
A home goods brand used SQP data and found their top keyword had strong impressions but weak purchase share. By improving images and A+ content, they boosted conversions by 18%, increasing purchase share by 25% in just 60 days.
The Future of SQP Data
Amazon continues to expand analytics within Brand Analytics. Expect deeper segmentation by device type, ad placement, and competitor benchmarks. Sellers who master SQP early will have a long-term competitive edge.
Conclusion
Search Query Performance Data isn’t just a report—it’s a strategic weapon. By tracking impressions, clicks, and conversions at the query level, sellers can make smarter advertising, SEO, and content decisions.
The bottom line: Mastering SQP is the key to turning shopper intent into revenue.
