Success on Amazon doesn’t just depend on listing a great product—it hinges on understanding how customers discover and engage with it. As competition intensifies and consumer behaviors shift, Amazon sellers must evolve beyond basic listing optimization. That’s where the Amazon Search Query Performance Report (SQPR) comes in. It’s a goldmine of data that offers granular insights into how shoppers find, view, and interact with your products via search.
At Trellis, we help brands harness automation and data science to optimize their performance on Amazon and beyond. In this post, we’ll break down the value of the SQPR, show how it complements your broader Amazon strategy, and give you actionable ways to put this report to work to boost visibility, conversions, and profitability.
What Is the Amazon Search Query Performance Report?
The Amazon Search Query Performance Report is a detailed dataset made available through Amazon Brand Analytics (ABA) to brand-registered sellers. It provides keyword-level metrics that show how customers interact with search terms related to your brand or ASINs.
This includes:
- Impressions: How many times your product appeared in search results.
- Clicks: The number of times your product was clicked after a search.
- Cart Adds: How often the product was added to a customer’s cart.
- Purchases: The number of purchases directly attributable to search behavior.
The data is also segmented by:
- Brand: All your branded products
- ASIN: Individual product-level
- Time: Both weekly and monthly
- Search funnel stage: Impressions, clicks, cart adds, purchases
This report is especially valuable because it reveals not just performance at the ad or product level, but the entire path to purchase customers take along their shopping journey.
Why Is the Search Query Performance Report Valuable for Amazon Sellers?
1. Visibility into Buyer Intent
SQPR uncovers which search queries lead customers to your listings. This gives you a clear view of how shoppers think and what terms they use, often revealing opportunities that keyword tools might miss. It also distinguishes between high-impression, low-conversion queries and ones that deliver real purchase intent.
2. Full-Funnel Performance Benchmarks
With SQPR, you can diagnose where your product may be losing shoppers in the search funnel. Are you getting plenty of impressions but few clicks? That could indicate poor main images or unoptimized titles. Are shoppers clicking but not buying? Pricing, reviews, or product detail page content may need work.
3. Competitor Benchmarking
Amazon provides share-of-voice metrics, showing how your brand or ASIN performs relative to the category. You can see your share of impressions or clicks for a particular search term, helping identify gaps where competitors are winning attention and conversions.
4. Strategic PPC Optimization
SQPR can be used to inform your Amazon Advertising strategy, including:
- Harvesting high-performing organic keywords to incorporate into PPC campaigns
- Reducing spend on low-performing keywords
- Identifying keywords where your organic rank is strong and paid spend could be reduced
5. Data-Driven Listing Optimization
By understanding which search queries convert well, you can optimize titles, bullets, back-end keywords, and A+ Content for those specific terms, leading to increased visibility and more sales.
How to Access the Search Query Performance Report
To access the SQPR, you must be:
- Brand-registered on Amazon Brand Registry.
- Operating within Seller Central (US, Canada, or select international marketplaces).
- Navigating to Brand Analytics > Search Query Performance.
You can export data at both the brand and ASIN levels for custom date ranges. Data is updated weekly, with historical comparisons available.
Best Practices for Using the Amazon SQPR
1. Identify Top and Emerging Search Terms
Start by analyzing the top search terms by impressions and purchases. These are your bread-and-butter keywords that drive the most traffic and revenue. Don’t stop there! Also look at rising search terms with increasing trends over time. These may reflect seasonal opportunities, new consumer behaviors, or underserved niches.
Trellis Tip: Combine SQPR data with customizable, rules-based keyword harvesting to find high-opportunity search terms that your competitors may be ignoring.
2. Map Conversion Funnel Drop-Offs
Use the report’s funnel metrics to evaluate where you’re losing shoppers:
- High Impressions/Low Clicks → Thumbnail, title, or price misalignment.
- High Clicks/ Low Add-to-cart → Detail page not persuasive or competitive.
- High Add-to-cart/Low purchase → Price resistance or checkout friction.
By identifying bottlenecks, you can take precise action, like improving product images, adding comparison charts, adjusting pricing, or increasing social proof with enhanced reviews.
3. Enhance Organic SEO Strategy
The SQPR helps you understand which keywords actually drive conversions, not just traffic, which can sometimes be more of a vanity metric. Use these keywords in:
- Product Titles
- Bullet Points
- A+ Content
- Backend Search Terms
Amazon’s algorithm rewards conversion-optimized listings. It’s all about making money, so Amazon won’t show a listing that is unlikely to drive sales. Feeding it the right signals helps maintain or improve organic rank.
4. Refine Your Advertising Strategy
By comparing SQPR keyword data with your Amazon PPC reports, you can:
- Reduce spend on high-cost/low-conversion keywords
- Shift more budget to high-purchase, high-CTR terms
- Find organic winners where ad coverage isn’t needed, improving ACoS
- Develop campaigns that bridge the gap between organic and paid performance
Tools like Trellis can automate this optimization, ensuring your bids align with actual buyer behavior.
5. Track Share of Voice Trends
The report also shows how your brand or product’s share of total search performance changes over time. Use this data to:
- Identify rising competitors
- Monitor the impact of a new product launch
- Measure results from seasonal campaigns
- Understand how your performance stacks up during major events (like Prime Day or Q4)
6. Improve Product Development and Portfolio Planning
When you analyze the top queries that are underperforming or underserved, you may discover gaps in your catalog.
- If many shoppers are searching for “organic travel-size shampoo” and you only sell full-size bottles, that’s a product opportunity.
- If a competitor dominates a search term with a feature you lack (e.g., “gluten-free,” “BPA-free”), it’s time to consider product variation.
Integrating SQPR with Trellis for Maximum Impact
Trellis’ ecommerce growth platform is purpose-built to synthesize data from across the Amazon ecosystem—advertising, content, and search performance. By integrating Amazon SQPR data into our platform, we help brands:
- Automate advertising decisions based on funnel insights.
- Optimize content with keyword strategy and AI-enhanced suggestions.
- Track competitor movements using share-of-voice indicators.
- Build always-on growth campaigns that respond in real time.
With machine learning and strategic automation, Trellis transforms static SQPR data into continuous performance gains.
Final Thoughts
The Amazon Search Query Performance Report is a strategic compass for brands navigating a complex and competitive marketplace. When used effectively, it delivers powerful insights into how shoppers interact with your brand at every stage of the purchase journey.
For Amazon sellers serious about growth, this report offers the data foundation to make smarter decisions, optimize listings, and reduce wasted ad spend.
At Trellis, we help brands take the next step, transforming this insight into action. If you’re ready to scale your Amazon performance using tools like SQPR and the power of automation, book a demo.
