Amazon Search Query Performance Report: How to Find Keywords That Actually Convert

What the Search Query Performance Report Actually Is

According to Amazon’s Brand Analytics overview (accessed October 7, 2026), Brand Analytics is available to brands enrolled in Amazon Brand Registry and helps sellers understand customers through aggregated search and purchase data.

Amazon lists Search Query Performance under Search Analytics. The official description: it lists the top queries that led customers to your products, with impressions, clicks, cart adds, related sales metrics, and your brand’s share versus overall query performance in the Amazon store. Amazon’s Brand Analytics tools page adds that you can use query volume plus that funnel to spot catalog and SEO opportunities.

Prerequisites (from the same Amazon materials):

• You need a Professional selling plan.
• You need to be a Brand Representative for a brand enrolled in Amazon Brand Registry.
• Access path: log in to Seller Central → hover over Brands → select Brand Analytics → open Search Analytics → Search Query Performance.

If you are not brand-registered yet, SQP will not appear. Enroll first with our Brand Registry enrollment guide. For private-label Amazon sellers, Brand Registry unlocks the data layer that makes keyword decisions measurable.

How to Open Search Query Performance in Seller Central

Amazon’s Brand Analytics materials and Seller Central announcements describe this path:

1. Log in to Seller Central with Brand Representative access.
2. Open Brands → Brand Analytics.
3. Under Search Analytics, select Search Query Performance.
4. Choose brand, reporting period, and Brand View or ASIN View.
5. Optional: Generate Download (Amazon’s forums list Simple, Comprehensive, monthly Amazon’s Choice badge, and search-funnel outlier exports).

Amazon’s Selling Partner API docs for Search Query Performance confirm WEEK, MONTH, and QUARTER periods (requests cannot span multiple periods). Weekly windows run Sunday–Saturday. Use those fixed boundaries when comparing weeks.

The Metrics That Matter (Impressions → Purchases)

Amazon’s official Brand Analytics blog and the SP-API Search Query Performance schema describe a search funnel. At a high level, for each search query you can review:

• Search query / volume: The customer term and how often it was searched in the period (per Amazon’s Brand Analytics blog).
• Search query score: Amazon’s indicator of how that keyword is performing in Brand/ASIN view.
• Impressions: Total query impressions vs your ASIN/brand impression count and impression share.
• Clicks: Total vs your click count, click share, click rate, and median click price fields from Amazon’s schema.
• Cart adds & purchases: Total vs your counts, shares, and rate fields — the bottom of the search funnel.
• Shipping-speed breakouts: Same-day, one-day, and two-day counts for clicks, cart adds, and purchases when delivery promise may affect conversion.

Amazon’s Brand Analytics blog also notes SQP can show search impressions for brand-relevant queries, your brand’s click percentage versus the total for all brands, and how same-day shipping might contribute to sales.

Read the funnel left to right. Strong impression share with weak click share usually means the search tile is losing (title, image, price, badges, reviews). Strong clicks with weak cart adds or purchases usually means the detail page or offer is leaking demand. SQP pins that funnel diagnosis to a specific query.

Brand View vs ASIN View (Use Both on Purpose)

Amazon’s Brand Analytics materials state that Search Query Performance includes Brand and ASIN level performance for each query, including search query score and search query volume.

• Brand View: Portfolio questions — which queries drive the brand, where share is rising or falling, and which themes deserve content or product investment.
• ASIN View: One-SKU fixes — which queries an ASIN wins, where it shows but fails to convert, and how it compares with competing products for that query.

Amazon’s Seller Forums also describe Search Query Details inside SQP (ASIN view) for reviewing top products on a query so you can benchmark price and detail pages. Use that to decide whether the issue is targeting, price, content, or product-market fit — not to chase every high-volume term from a research export.

A Practical Diagnostic Playbook (Three Patterns)

Sort SQP by queries that matter (volume, relevance, or purchases already happening), then diagnose with Amazon’s funnel fields:

1. Visibility problem (weak impression share)

You barely show for a relevant, high-volume query. Fix discovery first: backend terms, title/bullet relevance, category fit, and inventory. Pair this with a solid product research framework so you are not forcing keywords onto the wrong product.

2. Click problem (impression share OK, click share weak)

Shoppers see you but click someone else. Improve the search tile — main image, title, price context, reviews/badges. Do not raise PPC bids on these terms until the organic tile can win a fair share of clicks.

3. Conversion problem (clicks OK, cart adds or purchases weak)

Traffic reaches the detail page, then stalls. Fix the offer: images/A+, price, stock, delivery promise (use Amazon’s same-day / one-day / two-day breakouts), and review quality via compliant methods from our legit Amazon reviews playbook.

Amazon’s Seller Forums note that SQP metrics are search-specific and that dashboards may attribute actions differently — so do not force SQP purchases to equal Advertising or Business Report totals. Use SQP to prioritize queries; use other reports for spend and total sales.

Pair SQP With PPC — Do Not Confuse the Two Reports

SQP is Brand Analytics search behavior. Your advertising Search Term Report is paid traffic. Different questions:

• SQP: Which queries lead to your brand/ASIN, and what share of impressions, clicks, cart adds, and purchases do you own?
• PPC Search Term Report: Which terms triggered your ads, and what did you pay for those clicks and attributed sales?

Practical weekly loop:

1. Review SQP for the last complete week (Sunday–Saturday) and last month.
2. Protect strong purchase-share queries with listing relevance and exact/phrase ad coverage.
3. On high-volume, weak purchase-share queries, fix the broken funnel stage before scaling bids.
4. Move proven converters into PPC with disciplined bidding — see when to raise, lower, or pause keyword bids and when ACOS vs TACOS should drive the call.

Amazon’s Top Search Terms dashboard (also under Search Analytics) helps with store-wide discovery. Use it for demand themes; use SQP to see how your brand performs on queries that already touch your catalog.

A Weekly Search Query Performance Routine for Beginners

Keep it short enough that you actually do it:

1. Open Search Query Performance after each Sunday–Saturday week closes.
2. Brand View first — top queries by volume and purchases; note share changes.
3. ASIN View on your hero ASIN and weak variations.
4. Tag each priority query as visibility, click, or conversion — assign one fix.
5. Download monthly comprehensive/outliers when available to catch buried queries.
6. Act the same day in listings and ads; re-check on the next complete period.

Common Beginner Mistakes With SQP

• Skipping Brand Registry — Amazon restricts Brand Analytics to Brand Representatives on a Professional plan.
• Chasing query volume alone without click share and purchase share.
• Treating SQP purchases as total sales — attribution is search-specific and can differ from other dashboards.
• Raising PPC bids on click problems before fixing the search tile or detail page.
• Ignoring shipping-speed columns when delivery promise drives conversion on a query.
• Skipping ASIN View, so brand averages hide one broken hero SKU.
• Mixing date ranges — stick to Amazon’s week/month/quarter boundaries.

Putting It Together

Search Query Performance is how Brand Registry sellers stop guessing which keywords “should” convert and start measuring which queries actually do — from impression to purchase, with share against the rest of the store.

Get Brand Registry access, open SQP weekly, fix the failing funnel stage (listing, offer, then ads), and pair it with Top Search Terms for discovery and your PPC search-term report for paid efficiency.