# Amazon Search Query Performance Report Guide Master Amazon’s Search Query Performance report to fuel growth. Learn to access and analyze SQP data and see how Autron's AI agent answers SQP questions. **TL;DR:** Amazon's Search Query Performance (SQP) report is a Brand Analytics tool showing the full search funnel per query: search volume, impressions, clicks, cart adds, purchases, and your share of each. Find it in Seller Central under Brands then Brand Analytics (Brand Registry required), and export to CSV to spot high-impression/low-click terms. Autron's AI agent reads it week by week. URL: https://autron.ai/blog/amazon-search-query-performance-report-guide Updated: 2026-10-12 By: Adrian Steele --- ### Introduction Imagine having a backstage pass to see exactly how shoppers search for your products on Amazon — and where in the sales funnel they might be slipping away. That’s exactly what the Amazon Search Query Performance report offers brand owners. This powerful Brand Analytics SQP dashboard reveals the full customer search journey, from the initial query impression all the way to the purchase. In an ultra-competitive marketplace, understanding these search funnel metrics is crucial. Why? Because SQP data highlights where your brand is winning customers, where you’re losing them, and where untapped opportunities lie. In this comprehensive guide, we’ll demystify Amazon’s Search Query Performance (SQP) report and show you how to get maximum value from it. You’ll learn what the SQP dashboard is and how to navigate it, how to download SQP data for deeper analysis, and five practical ways to apply these insights to grow your brand. We’ll also show how Autron’s AI agent can do this analysis for you. By the end, you’ll have a clear roadmap to turn Amazon’s search data into strategic action for your brand’s growth. ### What is the Amazon Search Query Performance Report? The Amazon Search Query Performance report is a **Brand Analytics** tool that provides first-party data on how customers discover and engage with your brand through Amazon search. In simple terms, it shows you the top search queries that led shoppers to your products, along with a wealth of metrics for each query. It’s like an X-ray of the entire search funnel — showing how many times a term was searched, how often your listings appeared (impressions), how many clicks you earned, how many shoppers added to cart, and how many ultimately purchased. ### Why SQP data matters: - **Full-funnel visibility:** SQP reveals where customers drop off. For example, a query might have thousands of impressions but few clicks — indicating your product isn’t enticing shoppers to click. Or maybe you get the clicks but not conversions, signaling a detail page or price issue. This full-funnel view helps pinpoint exactly which stage needs attention. - **Data straight from Amazon:** Unlike third-party keyword tools, SQP is sourced directly from Amazon’s own data. That means you’re seeing actual shopper behavior and _Brand Analytics SQP_ metrics, not estimates. It’s a reliable foundation for decision-making. - **Competitive context:** The dashboard doesn’t just show your numbers; it often provides total market values or share percentages. You can gauge your brand’s share of impressions, clicks, or purchases for a query versus the entire market. If your click share on a high-volume search term is only 5%, that’s a wake-up call to improve visibility or advertising. - **Strategic keyword insights:** By surfacing the exact terms customers use, SQP helps you discover new keywords to target in your Amazon SEO and PPC campaigns. It’s an ongoing keyword research tool that reflects real demand and trends, so you can optimize listings and ads accordingly. In short, the Search Query Performance report matters because it shines a light on how shoppers find (or fail to find) your products. It guides you on where to double down and where to course-correct in your marketing strategy. ### How to Access the SQP Dashboard in Seller Central ![Amazon Seller Central’s Search Query Performance dashboard under the Search Analytics tab, showing filters for brand, date range, and week selection, with Brand View and ASIN View tabs for query-level performance data export.](https://autron.ai/blog/amazon-search-query-performance-report-guide/eWw3UOPOnhp22R1zogJ6XWFcwo.webp) Accessing the Search Query Performance dashboard is straightforward, but you’ll need to be a brand-registered seller with the right permissions. Here’s how to find it in Amazon Seller Central: 1. Log in to your Amazon Seller Central account. 2. Navigate to the main menu and hover over **Brands** (visible if your account is Brand Registered). 3. Click on **Brand Analytics** in the drop-down menu. This will take you to the Brand Analytics page. 4. At the top of the Brand Analytics page, look for the **Search Analytics** section or drop-down. Select **Search Query Performance** from the options. If you have multiple brands, you may need to choose the relevant brand after clicking Brand Analytics. The SQP dashboard will then load, typically defaulting to the **Brand View** for the most recent week of data. You can switch the time frame to monthly or quarterly, and toggle between Brand View and **ASIN View** (to inspect data for a specific product). _Note:_ Only users with Brand Registry access can see Brand Analytics. Ensure your account’s primary admin or user permissions grant you access to “Brand Analytics > Search Query Performance.” If you can’t find the SQP report, double-check that your brand is enrolled in Amazon Brand Registry and that you have the necessary rights. ### Inside the Search Query Performance Dashboard Once you open the SQP dashboard, you’ll see a table listing search queries along with their performance metrics. The interface might look overwhelming at first, but it’s actually well organized. Let’s break down what you’re looking at. The SQP dashboard provides a list of search queries with their metrics at a glance. Each search query row includes metrics like impressions, clicks, cart adds, and purchases, as well as a **Search Query Score** and the total query volume. Amazon also often displays your brand’s share of those metrics for the query (for example, what percentage of all clicks on that term were on your products). These metrics together let you evaluate how well you’re capturing shoppers at each stage of the search funnel (see the Glossary at the end of this article for definitions of each metric). **Brand View vs. ASIN View:** You can toggle the SQP dashboard between data for your entire brand and data for a single product (ASIN). **Brand View** gives you the big picture across all your products, while **ASIN View** shows the queries (and metrics) for one specific product.  This drill-down helps you diagnose performance at the product level. For example, you can quickly see which keywords a particular ASIN is winning or missing. ### Downloading and Analyzing SQP Data While the online dashboard is handy for a quick view, you can gain deeper insights by exporting the data. There’s a **Download** button on the SQP page that lets you export the report as a CSV file. Once you have that export, our free [Amazon N-Gram Analyzer](https://autron.ai/tools/amazon-ngram-analyzer) breaks your search queries into word-level patterns to surface wasted spend and winning themes in seconds.  Once downloaded, you can open it in Excel or another tool to analyze and manipulate the data. The CSV file contains all the query metrics in a table format for you to explore. Here are a few quick tips for analyzing the SQP CSV: - **Track trends over time:** Save weekly or monthly reports and compare them to see how metrics change (e.g., watch if a query’s volume or your click-through rate is rising or falling). - **Find hidden opportunities:** Look for queries with high impressions but low clicks. These terms have lots of shoppers, but your listing isn’t getting attention — consider improving your title/image or running ads for those keywords. - **Spot conversion issues:** Find queries where you get plenty of clicks but few purchases. If people click but don’t buy, you likely need to fix something on your product page (better content, price, or reviews) to turn more clicks into sales. > **Get the Amazon SQP Audit Checklist** — A step-by-step checklist for working through your Search Query Performance export — find visibility gaps, click and conversion problems, and the winners worth defending. ### 5 Practical Use Cases for SQP Data SQP data isn’t just numbers — it’s actionable intelligence for your Amazon business. Here are five ways to put it to work: 1. **Discover new keywords:** Find high-volume search terms your products are missing out on. These are prime targets for new ads or listing optimizations to capture more traffic. 2. **Optimize listings for clicks:** Spot queries where you have many impressions but few clicks. Improve your product title, images, or pricing to make your listing more enticing and boost the click-through rate. 3. **Improve conversion rate:** Identify queries that get a lot of clicks but not many purchases. If shoppers click but don’t buy, enhance your product page (content, price, reviews) to convert more of that traffic into sales. 4. **Refine advertising campaigns:** Use SQP insights to adjust your PPC strategy. Bid more aggressively on keywords that convert well, and cut spend on terms that drive clicks without sales. 5. **Monitor brand health:** Track your brand’s share of impressions, clicks, and purchases on important search terms. If your share drops on a key query, investigate why (a competitor might be gaining) and respond to protect your visibility. 6. **Understand shifts in customer demand:** Use the Search Volume trends to track how customer interest in key search terms changes over time. Rising volume may signal seasonal demand, trending products, or an emerging niche — all great opportunities to double down. Declining volume might indicate category fatigue or the need to diversify. ### Let Autron’s AI agent read your SQP data Autron collects your Search Query Performance data each week for your best-selling products, so there are no CSVs to download and keep. Instead of building pivot tables, you ask its AI agent: - “Which searches lead to purchases for my garlic press?” - “Which searches get lots of volume but I never convert on?” - “Where is my impression share falling?” - “Which keywords am I missing in my listing?” It shows the whole market next to your own share, checks the terms shoppers buy after against your title, bullet points and backend search terms, and can turn a promising term into a campaign once you approve it. To hear about changes without asking, set up a [routine](https://autron.ai/help/routines) that checks every week and tells you what moved. SQP comes from Amazon Brand Analytics, so it needs Brand Registry, and each week arrives a few days after it ends. ### Glossary of Key SQP Metrics Not sure about a specific metric in the SQP report? Here’s a quick glossary of key terms and metrics you’ll encounter in Amazon’s Search Query Performance dashboard: **Metric** **Definition** **Search Query** A word or phrase shoppers type into Amazon’s search bar. (Each row in the SQP report is one search query that led to your products.) **Search Query Score** A score Amazon assigns to each query based on how well it performed for your brand (higher score = better performance). **Search Query Volume** The total number of times that query was searched by Amazon shoppers in the selected period. **Impressions** How many times your products appeared in search results for that query (counts both organic results and ads). **Clicks** How many clicks your products received from that query’s search results. **Cart Adds** The number of times customers added your product to their cart after searching that query. **Purchases** The number of orders attributed to that query (shoppers who found your product via the query and purchased). **Conversion Rate** The percentage of clicks on your product that turned into purchases for that query. **Share of Voice** The percentage of total impressions, clicks, or purchases for that query that your brand captured. (E.g., a 10% click share means 10% of all clicks on that query were on your products.) ### Conclusion The Amazon Search Query Performance report is a game-changer for sellers who want to elevate their brand’s performance on the platform. It gives you concrete data on how customers search at each stage of the journey. By regularly reviewing your SQP dashboard, you can catch trends early, fix funnel weaknesses, and double down on what works. Don’t let this treasure trove of data go unused. Dive into your Search Query Performance reports, apply the insights using the strategies we covered, or ask Autron’s agent to do the digging for you. In Amazon’s hyper-competitive environment, the brands that win are the ones who turn data into action. The SQP report gives you the data — now it’s up to you to take action and drive your Amazon success story. For more details straight from Amazon, check out [Amazon’s official documentation on the Search Query Performance dashboard](https://sell.amazon.com/blog/brand-analytics). If you sell under a registered brand, Autron's AI agent reads your Search Query Performance data week by week, so you can ask it where shoppers drop off between seeing, clicking and buying: [try Autron free](https://agent.autron.ai/start?cta=blog-sqp-guide).