Introduction
If you’re an Amazon seller looking to optimize listings, improve SEO, and scale your business — you can’t ignore the Search Query Performance Report (SQPR).
This tool is part of Brand Analytics and gives you detailed data on:
🔍 What shoppers are searching
📈 How they interact with your listings
💸 Where you’re missing opportunities to convert
In this post, we’ll show you how to analyze the report and give you top tips to turn this data into actionable wins.
What Is the Search Query Performance Report?
The SQPR is available inside Amazon Brand Analytics. It shows:
| Metric | Description |
|---|---|
| Search Query | The exact phrase customers searched |
| Impressions | How often your products were seen in those searches |
| Clicks | How many people clicked your listing |
| Click-Through Rate (CTR) | % of impressions that resulted in clicks |
| Conversions | Purchases attributed to that query |
| Conversion Rate | % of clicks that resulted in purchases |
| Brand Share | Your share of total clicks/sales for that query |
You can download this report at a weekly, monthly, or quarterly level.
Why It Matters
The SQPR gives you insight into how your brand performs for specific search queries — across both organic and sponsored placements.
You can:
✅ Spot keywords where you’re winning
✅ Identify underperforming queries
✅ Understand how shoppers behave
✅ See what’s working for your competitors
How to Access the Report
- Go to Brand Analytics in Seller Central
- Click on Search Query Performance
- Choose the timeframe and ASIN
- Download the CSV or view online
Top Tips for Analyzing Search Query Performance
Tip 1: Start with High-Impression Queries
These are the most searched terms relevant to your product.
Sort by impressions to:
- Find high-volume opportunities
- Ensure you’re appearing where it matters
- Align your ad and SEO strategy to high-demand terms
🛠 If impressions are high but clicks are low → your main image/title might be underperforming.
Tip 2: Prioritize CTR (Click-Through Rate)
High impressions + low CTR = visibility without interest.
Ask:
- Does my title match the search intent?
- Is my main image compelling?
- Do I have a clear price/offer/value prop?
📌 Tip: Test new main images, A/B titles, or pricing.
Tip 3: Improve Conversion Rate
Once shoppers click, are they buying?
If your conversion rate is low:
- Revisit your listing copy
- Strengthen your bullets and product details
- Use FAQs and reviews to reduce buyer friction
- Improve A+ content or add a video
📊 Conversion rate below 10%? It’s time to optimize.
Tip 4: Compare Click Share vs Conversion Share
Let’s say:
- You get 30% of clicks on a keyword
- But only 10% of conversions
That gap = lost opportunity.
🛠 Fix the funnel with stronger listing content or pricing strategy.
Tip 5: Look for New Keyword Opportunities
The SQPR often surfaces queries you didn’t think to target.
Look for:
- Long-tail terms
- Use-case keywords (e.g., “travel water bottle for kids”)
- Branded vs unbranded differences
Use these in:
✅ Listings
✅ PPC campaigns
✅ Backend search terms
Tip 6: Track Performance Over Time
Use the weekly view to spot trends.
- Did changes to your listing improve CTR?
- Are competitors overtaking your brand share?
- Are you gaining or losing search presence?
🔁 Monitoring regularly helps you stay ahead.
Tip 7: Filter by ASIN
If you sell multiple products, analyze search queries one ASIN at a time.
This avoids data being muddied by top-sellers or unrelated items.
Tip 8: Use the Report to Guide PPC
For high-volume terms with poor organic share:
📌 Build a Sponsored Products campaign
📌 Use Phrase or Exact Match
📌 Monitor conversions and refine
📈 This gets your product in front of more relevant traffic — fast.
Tip 9: Optimize for Branded vs Generic Terms
Branded queries = people searching for you
Generic = broader market opportunity
If branded CTR is high but generic is low:
✅ Your loyal fans find you
🛠 But you may need to improve how you reach new customers
Tip 10: Align Keywords Across All Touchpoints
Your best-performing queries should appear in:
- Title and bullets
- A+ content
- Ad campaigns
- Images and alt-text (where applicable)
Repetition reinforces relevance to Amazon’s algorithm.
Common Mistakes to Avoid
🚫 Only checking once a month
🚫 Ignoring low-converting high-volume terms
🚫 Not acting on poor CTR or low conversion share
🚫 Failing to adapt your ads based on real data
Summary
The Search Query Performance Report gives you an insider view into:
✅ What customers are typing
✅ Where your listings succeed
✅ Where you lose out
✅ How your brand stacks up
Analyze it regularly and use the insights to:
- Improve CTR
- Boost conversions
- Refine PPC
- Increase brand visibility
- Discover new growth opportunities
Want Help Making Sense of the Data?
At Marketplace Valet, we help brands decode reports like this and turn them into high-performing strategies that scale sales.
Let’s make your data work harder → justin@marketplacevalet.com
Or visit https://marketplacevalet.com
