Overview

Amazon’s Search Query Performance (SQP) report, located inside Brand Analytics, reveals the exact phrases shoppers type before completing a purchase. Launched a few years ago, the tool now supplies sellers with concrete conversion data that goes beyond traditional ad metrics. Leveraging SQP lets sellers fine‑tune SEO, allocate ad spend more wisely, and capture demand that competitors may miss.

Key Points

• Exact shopper language — The report lists the literal search strings that generated sales, allowing sellers to see the terminology buyers actually use instead of guessing from broad keyword ideas.
• Conversion‑centric metrics — Each query is paired with its conversion rate, so sellers can identify high‑performing terms that may have modest search volume but drive a disproportionate share of revenue.
• Competitive gap spotting — By benchmarking their own query performance against marketplace averages, sellers can uncover underserved niches and adjust titles or bullet points to capture those gaps.
• Ad‑organic alignment — The data highlights which paid keywords also rank organically, enabling sellers to shift budget from under‑performing ads to organic optimization of proven terms.
• Seasonal trend detection — Quarterly updates show how query popularity evolves, helping sellers plan inventory purchases and promotional calendars around emerging shopper demand.

How the SQP Report Works

1. Enter through Brand Analytics — Sellers who are part of the Amazon Brand Registry sign into the Brand Analytics console and select the “Search Query Performance” tab. Example: A kitchen‑ware brand logs in and immediately sees the top 100 search queries that resulted in sales of its “silicone baking mats.”
2. Review query‑level metrics — The report breaks down each query with figures such as total sales, units sold, and conversion rate for the chosen date range. Example: The phrase “non‑stick baking mat” records 250 units sold and a 12 % conversion, while “kitchen silicone mat” shows 180 units sold with a 9 % conversion, indicating a clear performance gap.