Home / Blog / Analytics & Growth
Amazon Search Query Performance Report: 2026 Guide
The Amazon Search Query Performance (SQP) report shows, for each search term, how many shoppers searched it and how many impressions, clicks, cart adds and purchases went to your brand or ASIN compared with everyone else. You find it in Seller Central under Brands > Brand Analytics > Search Query Performance. It's the best free source of real Amazon keyword data, because the search volumes and market totals come straight from Amazon.
Key takeaways
- SQP covers up to your top 1,000 search queries per brand or ASIN, by week, month or quarter.
- Each query shows the whole funnel: impressions, clicks, cart adds and purchases, as a total and as your share.
- Your share at each stage tells you where you lose shoppers: visibility, click appeal or conversion.
- SQP mixes organic and paid traffic. Pair it with your search term report to judge PPC.
- Access needs Brand Registry, a Professional plan and a brand representative role.
What the SQP report is
Brand Analytics has several dashboards. SQP answers one question: "Which searches led shoppers to my products, and how did I do on each?"
It has two views:
- Brand view: totals for all your ASINs under one brand.
- ASIN view: the same metrics for one product. Columns labelled "Brand" become "ASIN".
You can pick weekly, monthly or quarterly periods. Brand Analytics data usually goes back about three years and normally appears within a few days of the period ending.
A related dashboard, Search Catalog Performance, shows the same funnel (impressions, clicks, cart adds, purchases) by ASIN across all searches. SQP breaks it down by query. Brand Analytics also now includes Top Search Terms, Market Basket Analysis, Repeat Purchase Behavior, Demographics, Customer Loyalty Analytics and Customer Journey Analytics.
How to open and export SQP
- In Seller Central, hover over Brands and click Brand Analytics.
- Open the Search Analytics drop-down and choose Search Query Performance.
- Check the marketplace selector at the top. It often defaults to the US.
- Choose Brand or ASIN view, then pick the brand or ASIN.
- Choose the reporting range (weekly, monthly or quarterly) and the period.
- Use Customize Columns to show the columns you need. Not all columns show by default.
- Click Generate Download to export a CSV.
If you want the data pulled automatically, Amazon added SQP and Search Catalog Performance report types to the Selling Partner API in early 2025, so analytics tools can fetch it for you.
Every SQP metric explained
The report groups columns by funnel stage. Here are the ones that matter.
| Column group | Key columns | What it tells you |
|---|---|---|
| Search query | Search Query, Search Query Score, Search Query Volume | The term, its rank among your queries (1 = most important), and how many times shoppers searched it |
| Impressions | Total Count, Brand (or ASIN) Count, Brand Share | How often any product showed for that search, and your share |
| Clicks | Total Count, Click Rate, Brand Count, Brand Share, Price (Median), shipping-speed columns | How many clicks the search produced, and your share |
| Cart adds | Total Count, Cart Add Rate, Brand Count, Brand Share | Shoppers who added to cart after that search |
| Purchases | Total Count, Purchase Rate, Brand Count, Brand Share | Purchases after that search, and your share |
A few notes:
- Search Query Score is a rank, not a quality grade. Amazon blends search volume with your brand's performance on the query to order the list.
- Click Rate, Cart Add Rate and Purchase Rate are the market totals divided by Search Query Volume. They describe the whole search, not just you.
- Shipping-speed columns (same-day, 1-day, 2-day) show how many clicks, cart adds and purchases went to products with those delivery promises. They help you judge whether slow delivery costs you sales.
- Median price columns compare your typical clicked price with the market's. A big gap can explain a weak share.
How to read SQP: the share funnel
The most useful habit is to compare your share at each stage for the same query.
- Impression share = Brand Impressions ÷ Total Impressions
- Click share = Brand Clicks ÷ Total Clicks
- Cart add share = Brand Cart Adds ÷ Total Cart Adds
- Purchase share = Brand Purchases ÷ Total Purchases
Then ask where the share drops.
| Pattern | Likely cause | What to check |
|---|---|---|
| Low impression share | Not visible enough | Organic rank, keyword in title, PPC coverage, bids |
| Click share well below impression share | Shoppers see you but don't click | Main image, price, rating, review count, title |
| Cart add share below click share | Detail page doesn't convince | Images, bullets, A+, price vs. median, delivery speed |
| Purchase share below cart add share | Drop-off after cart | Price changes, stock, delivery date, coupons elsewhere |
| Purchase share above click share | Strong converter | Push more visibility on this query |
Worked example
Say your ASIN view for "bamboo pillow queen", monthly, shows this:
| Metric | Total (market) | Your ASIN | Your share |
|---|---|---|---|
| Search Query Volume | 40,000 | – | – |
| Impressions | 1,200,000 | 96,000 | 8.0% |
| Clicks | 36,000 | 1,800 | 5.0% |
| Cart adds | 9,000 | 540 | 6.0% |
| Purchases | 4,000 | 300 | 7.5% |
Reading it:
- You get 8% of impressions but only 5% of clicks. Shoppers see you and pick someone else more often than average. Your click-through is weaker than the market's.
- Once they click, you do well. Your purchase share (7.5%) is far above your click share (5%). Your conversion rate on this search is about 300 ÷ 1,800 = 16.7%, against a market rate of 4,000 ÷ 36,000 = 11.1%.
The fix isn't the detail page. It's what shoppers see in search: main image, price display, star rating, review count and title. If you can raise click share from 5% to 7% at the same conversion rate, that's about 2,520 clicks and roughly 420 purchases instead of 300.
How to use SQP for listing SEO
- Find high-volume terms where your impression share is low. Sort by Search Query Volume, then filter for low Brand Impression Share. These are your visibility gaps.
- Check whether the term is in your listing. If a big, relevant query isn't in your title, bullets or backend terms, add it. Our listing optimization guide covers placement.
- Find queries where you convert well. A purchase share above your click share means the product fits that intent. Push those terms higher in the title and into images.
- Spot irrelevant queries. If a query gets impressions but you rarely get purchases, your listing may be pulling the wrong traffic. Tighten the copy.
- Collect natural-language phrases. Long, question-like searches show how buyers describe their needs. That matters more now that Amazon's AI assistant, Alexa for Shopping (which replaced Rufus on 13 May 2026), answers questions (see our Rufus guide for sellers).
How to use SQP for PPC
SQP doesn't split organic and paid. That's both a limit and an opportunity.
Find keywords to add
Export SQP for the month. Export your Sponsored Products search term report for the same month. Any query with good purchase share in SQP that you aren't targeting in PPC is a candidate. Our Search Term Report Analyzer speeds up the matching.
Estimate organic vs. paid share
For one query, compare SQP clicks with ad clicks:
- SQP brand clicks: 1,800
- PPC clicks on that search term, all campaigns: 700
- Rough organic clicks: 1,800 − 700 = 1,100 (about 61%)
This is an estimate. Date ranges and counting rules differ between reports. It still shows whether a keyword depends on ads. If organic share is rising and purchase share is stable, you can often test lower bids on that term.
Set bids with market context
The market Purchase Rate tells you how well a search converts in general. A query with a 12% market purchase rate can often take a higher bid than one at 3%. Turn that into a ceiling with the break-even ACoS and max bid calculator. For more on bids, read Amazon PPC bidding strategies.
Limits and common mistakes
- Treating SQP as revenue data. It won't match Business Reports or ad attribution. Use it for shares and trends.
- Looking at one week. Weekly data is noisy, especially for small ASINs. Confirm decisions with monthly data.
- Reading Search Query Score as quality. It's a ranking order.
- Forgetting low-volume terms are hidden. A new ASIN may show only a few queries. That's a data threshold, not a sign nobody searches.
- Ignoring the marketplace selector. It's easy to pull US data when you meant Canada.
- Not tracking over time. Your share on your top 20 queries, month by month, is one of the clearest health checks for a brand.
Bottom line
The Search Query Performance report shows the real search volume and full funnel for your top queries, and your share at each step. Compare impression, click, cart add and purchase share to find exactly where shoppers leave, then fix the right thing: visibility, the search-result look, or the detail page. Pair it with your search term report and it becomes one of the best free PPC and SEO tools Amazon gives brand owners.
Frequently asked questions
Who can access the Search Query Performance report?
You need a Professional selling account, a brand enrolled in Amazon Brand Registry, and a brand representative role on that brand. Resellers who don't own the brand usually can't see it. Open it from Brands > Brand Analytics > Search Query Performance.
Does SQP separate organic and paid traffic?
No. Impressions, clicks, cart adds and purchases in SQP include both organic and sponsored results. To estimate the paid share, compare SQP clicks and purchases for a query with your Sponsored Products search term report for the same period.
Why don't SQP purchases match my Business Reports or ad reports?
SQP ties a purchase to a search query, while Business Reports count all orders and ad reports use their own attribution windows. Orders from direct links, external traffic or browsing without a search won't show in SQP. Use SQP for trends and shares, not for reconciling revenue.
How many search terms does the SQP report show?
SQP shows up to the top 1,000 queries for the brand or ASIN you select, ranked by Search Query Score. Low-volume queries may be left out, so small or new ASINs can show very few rows.
Can I download SQP data or get it by API?
Yes. You can export the table as a CSV from the dashboard. Since early 2025, Search Query Performance and Search Catalog Performance reports are also available through the Selling Partner API, which is how analytics tools pull the data automatically.
Amazon fees, policies and features change often. Figures here were checked in October 2026; confirm current rates in Seller Central before making pricing or budget decisions. Sotrics is not affiliated with Amazon.