Overview

Amazon’s internal analytics suite now includes two new tools—Search Query Performance (SQP) and Product Opportunity Explorer (POE). Both features are part of the Brand Analytics hub and give sellers a data‑driven view of how specific search terms translate into traffic and sales, as well as where untapped demand exists across categories. Leveraging these insights can sharpen listing optimization, improve ad spend efficiency, and guide new product development.

Key Points

• Search Query Performance dashboard — Displays the highest‑ranking keywords for each of a seller’s ASINs, together with impressions, click‑through rate (CTR) and conversion rate, so sellers can see which terms actually generate purchases.
• Product Opportunity Explorer map — Plots demand density across Amazon’s categories, flagging niches where search volume outstrips the number of active listings, which points to low‑competition opportunities.
• Brand Analytics integration — Both tools pull directly from Amazon’s own shopper‑behavior data pool, ensuring the metrics reflect real‑time marketplace activity rather than third‑party estimates.
• Organic vs. sponsored split — SQP separates performance of unpaid listings from Sponsored Products, revealing how paid campaigns boost or cannibalize natural visibility.
• Historical trend overlay — POE adds month‑over‑month and year‑over‑year trend lines, helping sellers anticipate seasonal spikes or emerging demand before rivals react.

How Search Query Performance Works

1. Data capture — Amazon records every shopper interaction that leads to a product detail page, logging the exact search phrase, number of impressions, and whether a purchase followed. Example: A vendor selling silicone baking mats records 12,000 impressions from the phrase “non‑stick baking mat” over a seven‑day period.
2. Metric computation — For each keyword, the platform calculates CTR (clicks ÷ impressions) and conversion rate (purchases ÷ clicks) and then ranks the terms by their sales contribution. Example: The same “non‑stick baking mat” keyword yields a 7 % CTR and a 4 % conversion, placing it among the top three performers for that ASIN.