Amazon’s Search Query Performance (SQP) Report and Why It Matters

This report isn’t new, but it might just be the most underused competitive advantage in your Amazon toolkit. Until a few years ago, your performance insights were largely limited to ad reports, keyword trackers, and piecing together customer behavior through guesswork. 

With the Search Query Performance (SQP) Report —available under Amazon Brand Analytics—sellers now have a direct view into how their listings perform historically for specific search terms. This includes detailed funnel metrics such as search volume, click-through rates, cart adds, and purchases, all at the keyword level and tied directly to your ASINs. 

In this blog, we’ll break down what the SQP report is, why it’s so powerful, and how Helium 10’s Search Query Analyzer makes it easier than ever to turn those insights into action. 

What is Amazon’s Search Query Performance (SQP) Report? 

Amazon’s SQP report is a exclusive tool for those enrolled in Brand Registry and it is found within Brand Analytics. It allows sellers to analyze their visibility across the funnel—starting from search queries all the way through to purchases. 

The data is presented at the search term + ASIN level, showing: 

• The number of total search impressions for a term. 

• How many impressions and clicks your product received. 

• Click-through rates (CTR). 

• Cart adds and purchase rates, tracked within 24 hours of a shopper’s query. 

Amazon is providing true visibility into how you stack up against the market, not just how your listing is performing in isolation. 

Why is it important for sellers? 

The SQP report lets you quantify performance by search term, so you can answer essential questions like: 

• Are shoppers clicking on my listing when I rank at the top of search results? 

• How does my product’s click-through rate compare to the competition? 

• Am I converting shoppers into buyers better—or worse—than the rest of the market? 
  
• How does same-day shipping contribute to my sales? 

For example, if your product appears for a keyword 1,000 times and earns 100 clicks, your CTR is 10%. If the overall CTR for that keyword is 5%, you know you’re outperforming competitors—an ideal keyword to double down on with advertising or SEO. On the other hand, if your CTR is below the market average, it may be time to improve your listing images, title, or price point. 

Even more importantly, SQP lets you track purchases by keyword, showing you which search terms directly lead to conversions. This makes it easier to: 

• Identify your highest-performing keywords. 

• Stop wasting ad spend on keywords that bring traffic but no sales. 

• Prioritize optimization efforts for keywords that convert. 

How Helium 10’s Search Query Analyzer Helps You Drive More Sales 

While SQP data is a goldmine, the native Brand Analytics interface can be time-consuming and complex to work with, especially if you’re managing multiple ASINs or tracking performance over several weeks. 

That’s where Helium 10’s Search Query Analyzer comes in. 

This tool takes the complexity out of SQP by transforming raw reports into actionable insights you can use right away: 

1. Instantly Identify What’s Working (and What’s Not) 

Rather than downloading multiple SQP reports and calculating performance manually, Search Query Analyzer lets you view top- and bottom-performing keywords with prebuilt filters. Get a clear view of: 

• Conversion rates 
• CTR 
• Total purchases by keyword 

No calculators or pivot tables needed.

2. View SQP Metrics Alongside Helium 10 Data 

See your Organic Rank, Sponsored Rank, and keyword performance in context. This gives you a clearer picture of why a keyword is performing well—or not—and how to adjust your campaigns accordingly. 

3. Apply Your Learnings Across Other Tools 

Found a high-performing keyword? With a single click, you can: 

Add it to a list for tracking in Keyword Tracker 

Push it into Helium 10 Ads for campaign optimization 

Save it for future product research 

This kind of cross-tool integration allows you to act fast and stay ahead of the competition. 

4. Analyze at the ASIN Level or Across Your Brand 

While Amazon’s interface often requires reviewing ASINs one at a time, Helium 10’s tool allows you to consolidate insights across multiple ASINs, helping you scale your analysis efficiently—especially if you have a large catalog. 

Conclusion: Take Advantage of Amazon’s Most Powerful Keyword Data Yet 

The Search Query Performance Report is one of the most impactful tools Amazon has released for brand-registered sellers. It gives you visibility into how your products perform across every stage of the customer journey, from impression to purchase. 

But to fully utilize it, you need a way to analyze, compare, and act on the data—fast. 

Helium 10’s Search Query Analyzer makes that possible. This tool saves you time and helps you make smarter, data-driven decisions to grow your business.