Introduction
Amazon gives sellers a powerful — yet underutilized — report: the Search Query Performance Report (SQPR).
It reveals exactly how customers are discovering your products… and where you’re losing them.
But most sellers don’t understand what this report means or how to use it.
In this guide, we’ll walk you through how to read SQPR and how to turn it into actionable insights that drive real growth.
Table of Contents
- What Is the Search Query Performance Report?
- Why SQPR Matters for Sellers
- Key Metrics Explained
- How to Spot Leaks in Your Sales Funnel
- How to Act on the Data
- Common Misinterpretations to Avoid
- Seller Case Study Examples
- Strategic Improvements Based on SQPR
- Final Thoughts
1. What Is the Search Query Performance Report?
Amazon’s SQPR is available through Brand Analytics for brand-registered sellers.
It provides query-level data on how shoppers are interacting with your brand across:
- Impressions
- Clicks
- Add to Carts
- Purchases
All tied back to specific search queries — across brand and ASIN levels.
2. Why SQPR Matters
It’s your blueprint for:
- Understanding keyword performance beyond ads
- Identifying conversion bottlenecks
- Prioritizing which terms to optimize listings for
- Finding gaps where you’re showing up… but not selling
3. Key Metrics Explained
| Metric | What It Means |
|---|---|
| Impressions | How often your product shows up in search |
| Clicks | How often users click after seeing your ASIN |
| Click Rate | Clicks ÷ Impressions |
| Add to Cart Rate | Adds ÷ Clicks |
| Purchase Rate | Orders ÷ Clicks |
Tracking these across search terms reveals where you’re winning and where you’re bleeding.
4. Spotting Funnel Leaks
Use this simple framework:
High Impressions + Low Clicks
→ Listing isn’t standing out (main image/title issue)
High Clicks + Low Carts
→ Content mismatch, poor reviews, unclear offer
High Carts + Low Purchases
→ Pricing, shipping issues, or competitors winning
📌 Pro Tip: Add a “leak column” to your exported CSVs to tag weak spots.
5. How to Act on the Data
Let’s say the SQPR shows a keyword where you have:
- 100,000 Impressions
- 1,000 Clicks (1% CTR)
- 20 Purchases (2% CVR)
That’s a leaky funnel.
You should:
- Audit your main image & title — low CTR often means weak visibility
- Improve listing content & pricing — to boost conversions
- Build campaigns to recapture traffic with Sponsored Display or retargeting
6. Common Misinterpretations
❌ “We have a lot of impressions, so we’re fine.”
→ Impressions without conversions are wasted opportunities.
❌ “We rank for this keyword, so no need to optimize.”
→ Are you converting? If not, your rank will slip.
❌ “Clicks mean interest.”
→ Only if they convert — otherwise, something’s broken.
7. Seller Case Studies
Case #1: Home Goods Brand
- High impressions, low purchase rate
- Swapped main image → 30% CTR lift
- Added badges + reviews → CVR improved by 40%
Case #2: Pet Brand
- SQPR revealed hidden term converting well
- Built SEO and ads around it
- 3x sales in 60 days
8. Strategic Improvements Based on SQPR
🔍 Listing Optimization
Prioritize low-CVR, high-click terms for A/B testing titles, images, bullets.
📦 PPC Reallocation
Redirect spend away from non-converting keywords.
🎯 SEO Strategy
Use high-performing terms for backend search terms, copy updates, and storefront updates.
📈 Keyword Expansion
Find “conversion cousins” — related terms that convert similarly.
9. Final Thoughts
Amazon’s SQPR isn’t just another data dump — it’s your conversion roadmap.
Used properly, it helps you:
✅ Plug sales funnel leaks
✅ Prioritize real keyword winners
✅ Make your ads and SEO perform better
✅ Grow faster, with less waste
Need Help?
At Marketplace Valet, we help brands make sense of data — and turn it into profit.
📊 Need help interpreting SQPR reports?
🛍️ Want smarter SEO and listing strategy?
📈 Looking to reduce wasted ad spend?
📩 Reach out: justin@marketplacevalet.com
🌐 https://marketplacevalet.com
