Search Query Performance — commonly abbreviated SQP — is a report inside Amazon Brand Analytics that shows, for each search query, how your brand performs across the full funnel: search impressions, clicks, add-to-carts, and purchases, along with your share of each metric relative to the entire query. It is Amazon’s most granular first-party keyword data, available only to Brand Registry sellers.
How SQP Works
- Open Seller Central → Brands → Brand Analytics → Search Query Performance.
- Choose a view: Brand View (aggregated across your catalog) or ASIN View (per SKU).
- Select a time range: Weekly, Monthly, or Quarterly (data lags by ~2 weeks).
- Amazon returns a table of search queries — the actual phrases shoppers typed — with total volume and your brand’s share at each funnel stage.
- Export to CSV for spreadsheet analysis or dashboarding.
Metrics Available Per Query
| Metric | What It Reveals |
|---|---|
| Search Query Volume | Total searches for that phrase in the period |
| Impressions: Total + Brand Share | How often your ASINs surfaced for the query |
| Clicks: Total + Brand Share + Click Price | Click-through health, and average CPC signal |
| Cart Adds: Total + Brand Share + Cart-Add Price | Mid-funnel intent conversion |
| Purchases: Total + Brand Share + Purchase Price | Final conversion — the bottom-line metric |
Why It Matters for Sellers
SQP is the closest thing on Amazon to Google Search Console. Every other keyword source (Search Term Report, third-party tools) shows either paid-only queries or estimates; SQP shows real, first-party organic + paid combined performance for the actual queries your brand competes on. Two patterns most brands find within a week of first using it: (1) queries where you have strong impressions and clicks but weak cart-adds — a PDP conversion problem; (2) queries where you have low impressions but high purchase share — a rank-and-scale opportunity.
How SellerSonar Helps
- Amazon Brand Analytics is the parent report suite SQP lives inside — SellerSonar surfaces Brand Analytics signals in its keyword workflows.
- The Keyword Rank Tracker monitors organic positions for the queries SQP identifies as high-purchase-share opportunities.
Start your free SellerSonar trial today.
Related Terms
- Amazon Brand Analytics — the Brand Registry suite SQP lives inside
- Search Term Report — the advertising-only equivalent, limited to Sponsored Products queries
- Amazon Brand Registry — required to access SQP