Amazon Search Catalog Performance: The ASIN-Level Search Funnel Most Sellers Skip

If you have spent any time in Amazon Brand Analytics, you have probably lived in the Search Query Performance report. It is the one everyone talks about. But there is a second report sitting right next to it that answers a different and often more actionable question, and most sellers never open it. Amazon Search Catalog Performance takes the same search funnel, impressions, clicks, cart adds, and purchases, and organizes it by ASIN instead of by search term. Where Search Query Performance tells you which queries are working, Search Catalog Performance tells you which of your products are working, and exactly where each one is bleeding shoppers.

That distinction matters more in 2026 than it used to. With Sponsored Products CPCs climbing across competitive categories (we covered the late-April dynamic bidding overhaul that pushed them up), every click you buy is more expensive, so buying clicks for a product that cannot convert them is a faster way to lose money than it was a year ago. Search Catalog Performance is the report that tells you, per ASIN, whether the problem you are about to throw ad budget at is even an ads problem.

What Amazon Search Catalog Performance Actually Shows

Search Catalog Performance is a Brand Analytics report available to sellers enrolled in Amazon Brand Registry. You can read it in the Seller Central Brand Analytics dashboard or pull it programmatically through the SP-API report type GET_BRAND_ANALYTICS_SEARCH_CATALOG_PERFORMANCE_REPORT, at weekly, monthly, or quarterly granularity across the NA, EU, and FE marketplaces.

The report gives you four search-engagement metrics for each ASIN: impressions, clicks, cart adds, and purchases. Read top to bottom, those four numbers are a funnel. Impressions are how often the product showed up in search. Clicks are how many of those impressions earned a visit. Cart adds are how many visits turned into intent. Purchases are how many of those closed. Amazon also splits the metrics by shipping speed, which is a useful secondary signal for Prime eligibility and fulfillment effects, but the funnel is the part that drives decisions.

The key word is catalog. This report is organized around your products, one row per ASIN, summed across every query that reached that product. That is a fundamentally different lens from the search-term view, and it is the lens that maps cleanly onto how you actually manage a business, by SKU and by product line, not by keyword.

Search Catalog Performance vs Search Query Performance

These two reports get confused constantly because they share the same four metrics. The difference is the axis they organize on, and that single difference changes what each one is good for.

Search Query Performance is organized by search term. It answers questions like "for the query stainless steel water bottle, how many impressions did my brand win, what share of clicks did I capture, and where did I lose the conversion to a competitor." It is the right tool for keyword and targeting decisions, and its click-share and conversion-share columns are where a lot of PPC waste hides in plain sight.

Search Catalog Performance is organized by ASIN. It answers a different question: "across all the queries that reached this specific product, how far down the funnel do shoppers get." A query can look healthy in aggregate while one of the three ASINs competing for it quietly drags down the average. The catalog view is the only place that ASIN's individual funnel is visible.

In practice you want both. Query Performance points you at the terms to bid on, negate, or harvest. Catalog Performance points you at the products that deserve more budget and the products that will waste whatever budget you give them. Run the keyword analysis in one and the product triage in the other, and stop expecting either to do the other's job.

Reading the ASIN Funnel: Where Each Product Leaks

The reason to open Search Catalog Performance is diagnosis. Every ASIN drops shoppers between impression and purchase. The stage where it drops them tells you what is actually wrong, and that determines whether the fix involves your ads at all.

High impressions, low click rate. The product is getting shown but not chosen. That is almost never a bid problem. It is a main image, title, price, rating, or badge problem, the things a shopper judges in the search grid before clicking anything. Raising bids here just pays more to keep losing the same comparison. Fix the listing thumbnail and price competitiveness first.

Healthy clicks, weak cart-add rate. Shoppers are visiting the detail page and leaving. The click was earned, the page did not close the intent. Look at the bullets, A+ content, secondary images, reviews, and price-to-value against the competitors one tab over. Again, more PPC spend makes this worse, not better, because you are paying for clicks the page cannot convert.

Strong cart adds, weak purchase rate. Shoppers want it and stall at the buy box. This is usually price, availability, shipping speed, or buy-box ownership. The shipping-speed split in the report earns its keep here.

Strong conversion once clicked, thin impressions. This is the happy problem. The product converts whatever traffic it gets and simply is not getting enough. This is the ASIN that genuinely deserves more aggressive bids, more keywords, and more budget, because every extra click has a real chance of paying off.

That last pattern is the whole point. The instinct when ACoS is ugly is to cut bids everywhere, but cutting bids on a product that converts well and starves for impressions is exactly backwards. Search Catalog Performance is what stops you from making that mistake, because it shows you conversion health and visibility as separate numbers instead of one blended ACoS that hides which is which.

Turning the Report Into Action

A report you read once and close changes nothing. Here is how to put it into a weekly loop.

Pull it weekly and rank by purchase rate. Sort your catalog by purchases divided by clicks. The bottom of that list is where your ad spend is least efficient regardless of what ACoS says, because those are the products converting the fewest of the clicks you pay for.

Split your catalog into three buckets. Converts-and-starving products get more budget and broader targeting. Gets-clicks-but-stalls products get a listing fix before any budget change, and a hard look at whether they should be advertised at all until the page improves. Healthy products stay the course. This triage takes ten minutes once the data is in front of you and it redirects spend better than any bid tweak.

Cross-reference with Search Query Performance. When an ASIN leaks at the click stage, jump to the query report for that product to see which terms are dragging it. Often the product is being shown for queries it does not actually match, an ad relevance problem you fix with negatives, not a listing problem at all. The two reports together separate "wrong shopper" from "weak listing," which look identical in the catalog view alone.

Watch the trend, not just the snapshot. Because the report supports weekly granularity, a falling click or conversion rate on a previously healthy ASIN is an early warning, a new competitor, a price change, a slipped review average, weeks before it shows up as a margin problem in your P&L.

Where Autron Fits

The catch with all of this is cadence. Reading Search Catalog Performance by hand, cross-referencing it against Search Query Performance, and re-pricing bids per ASIN is a real weekly chore, and it is exactly the kind of chore that gets skipped the week you are busy, which is every week.

Autron ingests Search Catalog Performance and Search Query Performance alongside your Sponsored Products, Sponsored Brands, and Sponsored Display data and your Seller Central sales and traffic, into one per-seller database. Because the funnel for every ASIN sits next to the bid and the margin data, the system can act on the pattern this report exists to surface: push budget toward the products that convert the clicks they get, and pull it back from the products that only get clicked. You set the goal, a target ACoS or TACoS, and the daily bid loop runs the triage underneath it continuously instead of whenever you remember to open Brand Analytics.

It also means you can simply ask. The Autron agent reads the same full funnel, so a question like "which of my ASINs are getting impressions but failing to convert this month" gets answered against your real catalog data, not a generic benchmark.

FAQ

What is the Amazon Search Catalog Performance report? Search Catalog Performance is a Brand Analytics report that shows search engagement metrics, impressions, clicks, cart adds, and purchases, organized by ASIN rather than by search term. It lets you see the full shopping funnel for each individual product in your catalog and find exactly where a given ASIN loses shoppers.

How is Search Catalog Performance different from Search Query Performance? They report similar metrics but organize them on different axes. Search Query Performance is organized by search term and answers "which queries win or lose for my brand." Search Catalog Performance is organized by ASIN and answers "which of my products win or lose across all the queries that reach them." Use Query Performance to fix keyword targeting and Catalog Performance to fix product-level conversion.

Who can access the Search Catalog Performance report? Sellers enrolled in Amazon Brand Registry with the Brand Analytics Selling Partner API role, across the NA, EU, and FE marketplace groups. You can pull it inside Seller Central's Brand Analytics dashboard or programmatically through the SP-API report type GET_BRAND_ANALYTICS_SEARCH_CATALOG_PERFORMANCE_REPORT, at weekly, monthly, or quarterly granularity.

How do I tell an ads problem from a listing problem with this report? Follow each ASIN down the funnel. A product with healthy impressions and clicks but a weak cart-add or purchase rate is usually a listing or offer problem, more PPC spend just buys more expensive non-conversions. A product with strong conversion once clicked but thin impressions is usually a visibility problem worth more ad budget. The drop-off stage tells you where to spend.

How does Autron use Search Catalog Performance data? Autron ingests Search Catalog Performance alongside Search Query Performance, your Sponsored Products, Brands, and Display data, and your Seller Central sales and traffic into one per-seller database. That lets bid decisions and the Autron agent reason about a product's full funnel, so spend follows the ASINs that actually convert instead of the ones that merely get clicked.

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Search Query Performance gets the attention, but the report that tells you where to spend next is often the one beside it. Read your catalog as a set of funnels, find the ASINs leaking at each stage, and you stop paying rising 2026 CPCs to push clicks at products that were never going to convert them.

To see where your spend is going to products that cannot convert it, start with a free PPC audit, or see how Autron runs the per-ASIN triage for you on a daily cadence.