Overview

The Search Query Performance (SQP) dashboard is a Brand Analytics tool within Seller Central that reveals how customers discover your products through Amazon search. It provides detailed metrics on search terms associated with your branded catalog, including query volume, impressions, clicks, add-to-cart actions, and purchases. For brand-registered sellers looking to optimize their listings and advertising strategy, this dashboard is one of the most valuable data sources available.

Key Points / What Sellers Need to Know

• Brand Registry required — The SQP dashboard is only available to sellers who have been assigned a Brand Representative role in Amazon Brand Registry. You must be internal to the brand and responsible for selling it in the Amazon store.
• Two viewing modes — The dashboard offers a Query View (showing performance by search term) and an ASIN View (comparing your product against top competitors for a given query).
• Up to 1,000 queries — The Query View displays up to 1,000 of the top-performing search terms associated with your catalog, with the exact number depending on your catalog size.
• Organic and sponsored results included — Metrics cover both organic search results and sponsored placements originating from the search results page, but exclude widget-based traffic such as "Highly Rated" or "Editorial Recommendations" sections.
• Metrics are search-specific — The data in this dashboard is scoped exclusively to search results and should not be compared directly to metrics found in advertising or other Seller Central reports.

How the Dashboard Works

The Search Query Performance dashboard is divided into two primary views. In the Query View, each row represents a single search term associated with your brand's product catalog, aggregated over a selected time period. Sellers can see how many times customers searched for that term, how often their products appeared in results, and how frequently those impressions converted into clicks, cart additions, and purchases. This view is ideal for identifying which search terms drive the most traffic and revenue for your brand.

The ASIN View takes a deeper approach by showing the top 10 ASINs for any selected search query alongside your chosen product. Rankings in this view are determined by an ASIN score, which Amazon calculates using a weighted combination of impressions, clicks, cart adds, and purchases within the search funnel. This competitive comparison helps sellers understand where their products stand relative to top performers for high-value search terms.