On this page
In short
- SQP shows impressions, clicks, cart adds and purchases for each search, across all brands and for yours.
- Your brand's share at each step shows where shoppers drop off: seen, clicked, carted or bought.
- It counts ad and organic results together, so it shows your whole share of a search.
- It is free in Brand Analytics for brands enrolled in Amazon Brand Registry.
Why SQP matters
Your ad reports show your own clicks and sales. They cannot show how many shoppers searched, how many bought from a rival, or what share of a search you win. SQP shows all of that, search by search.
- It shows your share of the market. Not just your sales, but your share of every impression, click, cart add and purchase on a search.
- It names the broken step. If your share drops between clicks and purchases, the problem is the offer, not the bids.
- It finds searches worth winning. High-volume searches where your share is close to zero show where the next dollar should go.
- It shows what ads add. Because SQP counts organic and paid together, you can see whether ads add share or buy clicks you would win anyway.
What SQP shows
For each search query, SQP gives the four steps of the shopping funnel. Each step shows the total across Amazon, your brand's count and your brand's share.
| Column | What it means | Why it matters |
|---|---|---|
| Search query volume | How many times shoppers searched the query in the period | Sizes the prize for each search |
| Impressions | Times products showed in the results for the search | Shows whether you are seen |
| Clicks | Clicks on results for the search, with the median price of what was clicked | Shows whether shoppers choose you |
| Cart adds | Adds to cart from the search, with the median price | Shows whether the offer holds up |
| Purchases | Purchases from the search, with the median price | Your share of the sales on that search |
| Shipping speed | Each step split by same-day, 1-day and 2-day delivery | Shows when delivery speed loses the sale |
Who can use SQP
SQP is part of Brand Analytics, which is free for brands enrolled in Amazon Brand Registry. In Seller Central you need a Professional selling account and the Brand Representative role for the brand, or Brand Analytics permission from the account's administrator.
- Brand owners use it to see their share of the searches that matter and where shoppers slip away.
- PPC managers and agencies use it to move bids and budgets toward the searches with the most share to win.
- Listing and pricing teams use the click and cart steps to see when the main image, price or delivery speed loses the sale.
Where to find SQP on Amazon
- 01Open Brand Analytics
In Seller Central, go to Brands, then Brand Analytics.
- 02Choose Search Query Performance
It sits under the Search Analytics menu at the top of Brand Analytics.
- 03Pick a view and a period
Brand view or ASIN view, then a weekly, monthly or quarterly range.
- 04Download the data
Export the table to a spreadsheet so you can track it over time.
Amazon keeps about 18 months of SQP history. Save each week's data if you want to see longer trends.
Brand view vs ASIN view
| View | What it covers | Use it to |
|---|---|---|
| Brand view | Your top 1,000 search queries, all your products combined | See your share of the searches that matter to the brand |
| ASIN view | The top 100 searches for one product at a time | Find which product loses shoppers, and at which step |
How to read SQP: find the broken step
Read your brand's share from left to right. The step where it drops tells you what to fix.
| Where your share drops | Usual cause | What to fix |
|---|---|---|
| Low impression share | You rank or bid too low to be seen on the search | Bids, keyword targeting and relevance in the listing |
| Impressions to clicks | Shoppers see you but choose others | Main image, price, reviews and title |
| Clicks to cart adds | The detail page does not convince | Images, A+ Content, price and delivery promise |
| Cart adds to purchases | Shoppers add you, then buy elsewhere | Featured offer, stock, price and delivery speed |
SQP example
A sample week for one search, in the format of our weekly Share Report.
| Item | Value | Read |
|---|---|---|
| Search | “slow feeder dog bowl” | 41,200 searches this week |
| Impression share | 18% | Strong: you are seen |
| Click share | 11% | Drop: shoppers pick others |
| Cart add share | 9% | Small drop |
| Purchase share | 7% | Follows clicks down |
| Your median click price | $24.99 | Market median $21.40 |
| Verdict | Fix the offer first | Price, not bids, is losing the click |
SQP vs other Amazon reports
| Report | Shows | Leaves out |
|---|---|---|
| SQP (Brand Analytics) | Every brand's impressions, clicks, cart adds and purchases per search, with your share | Ad spend, and which clicks came from ads |
| Search term report (Amazon Ads) | Your ad clicks, spend and sales by customer search term | Organic results and rivals' numbers |
| Top Search Terms (Brand Analytics) | The three most-clicked products on each search, with their click and conversion share | Your full funnel and share |
| Search Catalog Performance (Brand Analytics) | The same funnel by product rather than by search | Which searches drive it |
Common SQP mistakes
- Reading one week. Weekly share moves with deals, stock and seasons. Compare several weeks before acting.
- Looking only at your own counts. Your clicks can rise while your share falls, if the search grows faster.
- Raising bids for every drop. If share drops at the cart or purchase step, more ad spend will not fix price, stock or delivery.
- Skipping branded searches. Where you already win most clicks organically, ads may be buying sales you would get anyway.
- Letting history expire. Amazon keeps about 18 months. Without saved copies, year-on-year trends disappear.
Authoritative resources
Frequently asked questions
What is Search Query Performance on Amazon?
A free Brand Analytics dashboard that shows, for each search query, the impressions, clicks, cart adds and purchases across Amazon and your brand's share of each.
Who can see SQP data?
Brands enrolled in Amazon Brand Registry. In Seller Central you need a Professional selling account and the Brand Representative role, or Brand Analytics permission from your account administrator.
Where do I find SQP in Seller Central?
Go to Brands, then Brand Analytics, and open Search Query Performance from the Search Analytics menu. Pick the brand or ASIN view and a weekly, monthly or quarterly range.
How many search queries does SQP show?
The brand view covers your top 1,000 search queries. The ASIN view shows the top 100 searches for one product at a time.
Does SQP include ads and organic results?
Yes. It counts every impression, click, cart add and purchase on a search, whether it came from an ad or an organic result. It does not split the two.
How long does Amazon keep SQP data?
About 18 months. Download and save it each week if you want to compare longer periods.
How is SQP different from the search term report?
The search term report shows only your own ad clicks, spend and sales. SQP shows the whole search across all brands, ad and organic, and your share of it.
Last updated Oct 25, 2026 by the Amplivus strategy team. Part of the Amazon PPC glossary.