Amazon Search Query Report: Everything you Need to Know

Amazon Search Query Report: Everything you Need to Know

This article aims to provide you with an in-depth look at how to make the most out of the data available in the Amazon Search Query Performance dashboard. From keyword research to customer experience enhancement, we'll explore actionable strategies that are backed by Amazon Search Query Performance metrics. Whether you're an Amazon agency with extended experience or new to Amazon, this guide will equip you with the tools and insights you need to make data-driven decisions and maximize your brand's potential. Dive in to make the best use of Amazon Search Query Performance for your business.

So in this article, we'll cover:

What is Amazon Search Query Performance?

Amazon Search Query Performance refers to the metrics and indicators that evaluate the effectiveness of search queries in Amazon. Unlike general search engines, Amazon's search is more product-focused and aims at matching buyers with the most relevant products based on their search queries. The performance of these search queries is assessed by various KPIs (Key Performance Indicators) such as Click-Through Rate (CTR), Add to Cart and Purchase Rate.

How to Access the Search Query Performance Report

Accessing the Search Query Performance Report is crucial for understanding how your products are performing. While a detailed step-by-step guide or video tutorial would be beneficial, here's a simplified outline to get you started:

1. Log in to your Amazon Seller Central account.

2. Navigate to the "Brands" tab.

3. Select '"Brand Analytics".

steps to access amazon brand analytics
Select "Brands", and followed by "Brand Analytics"

4. Look for the 'Search Query Performance' report and click on it.

5. Choose the date range and other filters as needed.

6. Download or view the report.

Amazon's seach query performance page
Access the Search Query Performance Report

What Metrics you can use in the Search Query Performance Report?

Here's an in-depth look at each metric:


Impressions are the number of times your product appears in the search results when a shopper runs a search query on Amazon. For example, if a shopper searches for "running shoes" and there are 50 products on the first page, Amazon records 50 impressions for that search query. If your brand has multiple products on that page, each product counts as an individual impression. This metric helps you understand your brand's market share in terms of visibility.


Clicks offer actionable insights into your search query performance. They count how many times shoppers interact with your products after a specific search query. This metric is an accurate measure of your traffic and can change rapidly if your product ranking improves or if you're running PPC ads.

Brand Share in Total Clicks and Impressions

This metric gives you an overview of your brand's performance in terms of total clicks and impressions for a given search query. It helps you understand your brand's market share and how you stack up against competitors.

Add to Card

This metric reports the total number of times shoppers added your product to their cart after a specific search query. It's separate from conversions and gives you an idea of how many shoppers are interested enough to consider purchasing your product.

Total Add-to-Carts and Conversions per Search Query

These metrics provide a view of how your brand is performing in terms of adding products to carts and actual conversions for each search query. It's first-party data from Amazon, making it highly accurate.

Purchases Rate

The search funnel shows your conversions and distinguishes between cart adds and actual purchases. It paints a clear picture of how shoppers finalize their purchase after adding your product to the cart. Product-specific search queries usually have higher conversion rates as they signal high buyer intent.

The "Total Count" represents the overall number of product purchases the search query receives on the Amazon search page.

The "Brand Count" shows The number of product purchases your brand gets on the Amazon search page.

Lastly, the "Brand Share" weighs the proportion of the search your brand occupies for a query.

Amazon search query performance metrcs
Amazon Search Query Performance Data

How to Leverage Amazon Search Query Performance Data?

Optimize Product Listings

Keyword Research and Application

Use the SQP dashboard to identify keywords that have high impressions and clicks. These are the keywords that customers are actively searching for. Incorporate them into your product titles, bullet points, and backend keywords.

Don't ignore keywords that have fewer impressions but higher conversion rates. These long-tail keywords can be highly specific and less competitive, offering you a better chance to rank higher.

Adjust Advertising Strategies

PPC Ad Optimization

Use the SQP data to understand what keywords are getting clicks but not conversions. This could indicate that your ad copy is not compelling enough. A/B test different versions to see what works best. If your product caters to specific locations, use SQP data to tailor your PPC campaigns geographically.

Bidding Strategies

Amazon offers dynamic bidding options where it automatically adjusts your bids in real-time. Use SQP data to decide when to use this feature.

For keywords where you have a strong market share, consider manual bidding to maximize control.

Enhance Product Listing

FAQs and A+ Content

Use SQP data to find out what questions customers are asking about your product category. Address these in an FAQ section. A+ Content allows for interactive modules, which optimize your product listing.

Product Bundling

SQP can show you what other products customers are looking at or purchasing. Use this data to create bundles that add value. Offer small discounts on bundles to make them more attractive than purchasing items separately.

Monitor Competitors

Competitive Analysis

You can see which competitors are ranking for your target keywords. Analyze their listings to see what they are doing right. Also SQP data can give you an idea of the price range for products in your category. Competitively price your products by doing a competitors analysis in SQP.

Market Trends

Keep an eye on new keywords that are gaining traction. These could indicate emerging trends or fads so that you can see historical SQP data to prepare for seasonal trends. Use this to plan inventory and promotions. Don’t forget to optimize your listings and ad campaigns for keywords that are likely to spike during specific seasons

Combine with Amazon Search Terms Report

amazon search terms report details
Amazon Search Terms Report

Understanding how your products perform in Amazon's search queries is crucial for success. By integrating data from Amazon Brand Analytics and Search Query Performance, you can gain deeper insights to better optimize your sales strategy. Here's a concrete example to illustrate this:

Imagine you're selling a product called "Wireless Bluetooth Speaker" on Amazon.

Metrics from Amazon Search Query Performance:

  • Total Count of the Keyword ("Wireless Bluetooth Speaker"): 10,000 (This is the total number of times this keyword was searched for)
  • Your Brand's Click-Through Rate for this Keyword: 5%

Metrics from Amazon Brand Analytics:

  • Conversion Share of the ASIN for "Wireless Bluetooth Speaker": 10% (This is the percentage of people who actually bought your product after clicking on it)


  1. Total Number of Clicks Your Brand Received for the Keyword:
  2. Total Count of the Keyword ("Wireless Bluetooth Speaker") x Your Brand's CTR for this Keyword
  3. 10,000×0.05=50010,000×0.05=500
  4. Estimated Number of People Who Purchased Your Product:
  5. Total Number of Clicks x Conversion Share of the ASIN for "Wireless Bluetooth Speaker"
  6. 500×0.10=50500×0.10=50

In the end, by using these two metric you can know the conversion rate of your products referring to this keywords.

Intelligence Tools beyond Search Query Performance Report

While Amazon Search Query Performance provides valuable data on keyword performance, click-through rates, and conversion rates, m19 takes it a step further by offering AI-powered solutions. They make it easy to create strategies, monitor budgets, and adapt bids to the competition. Their toolset goes beyond just analyzing SQP data. m19 offer features like Keyword Tracker and Top of Search Rankings Optimizer to give you a more comprehensive view of your advertising performance.

m19 vs search query performance comparison
m19 vs. SQP
m19 logo
Xuan Xie
April 11, 2024
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