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SQP & Brand Analytics

Amazon Brand Analytics and SQP consulting that shows your real share of search

A senior strategist reads your Search Query Performance data every week, finds the step where shoppers drop off on each search, and turns it into changes to your bids, listings and price, reported in a weekly Share Report.

Get my free Market Share Audit What we track
  • For brands spending $10K+/mo
  • Weekly Share Report
  • 0% of your ad spend

Part of our Amazon PPC management

Top 1,000 searchesRead every week
History savedEvery week, past Amazon’s window

Trusted by 100+ Amazon brands

  • Verified Partner
  • Live-Data Audits
  • PPC Toolstack
  • Market Research
The basics

What is Amazon Brand Analytics and SQP?

Amazon Brand Analytics is a free set of reports for brand owners in Brand Registry. Its Search Query Performance (SQP) report shows, for every search, how many shoppers saw, clicked, added to cart and bought, and what share of each went to your brand.

  • Every search, every stepImpressions through to purchases
  • Your share of the marketNot just your own numbers
  • Read every weekBy a senior strategist

Reports we use

Brand Analytics
SQPSearch Query Performance

Your share at every step of each search

Impressions, clicks, cart adds and purchases on your top 1,000 searches, with your brand’s share of each.

CatalogSearch Catalog Performance

Which products leak, and where

The same funnel by product, so we can see which ASIN is losing shoppers.

RivalsTop Search Terms

Who wins the searches you want

The three most-clicked products on each search, with their click and conversion share.

LoyaltyMarket Basket · Repeat Purchase

What shoppers buy together, and again

Bundles worth building and products worth a reorder push.

Where the money goes

Where your share leaks without you seeing it

Your ads console shows your clicks and sales. It does not show your share of the market. These four leaks only show up in SQP.

01Leak

Paying for searches you already win

Your ads keep bidding on branded searches where you already take most of the clicks without them.

FixBranded searches checked for overlap, and the spend moved to searches you don’t own yet.
02Leak

Seen, but not clicked

Your impression share is high but your click share drops, usually on price, main image or reviews.

FixClick-share gaps flagged by search, with the price or listing fix that closes them.
03Leak

Clicked, but not bought

Shoppers add you to cart and buy elsewhere: a lost featured offer, stock, price or delivery speed.

FixCart-to-purchase drop-offs traced to the cause, starting with offer and stock.
04Leak

Big searches you never show up on

High-volume searches where your share is close to zero, and nobody has noticed.

FixA ranked list of searches to win, with the campaign and listing work for each.
Our method

How we turn SQP into decisions

Four steps, every week. From the raw report to a change in your bids, budgets, listing or price.

  1. 01

    Pull the data

    Brand · ASIN · weekly

    Your top 1,000 searches and the top 100 for each ASIN, pulled every week and saved.

  2. 02

    Find the broken step

    Seen · clicked · carted · bought

    For each search, the step where your share drops, so the fix matches the problem.

  3. 03

    Act on it

    Bids · listing · price

    Bids and budgets, the listing, the price or the offer: whichever the data points to.

  4. 04

    Track your share

    Weekly Share Report

    Your share of the searches that matter, week by week, in one short report.

Organic and paid in one viewSQP counts every impression on a search, not just your ads, so we see what your ads add on top of organic.
Your history, keptAmazon keeps about 18 months of SQP. We save yours every week, so long-term trends stay visible.
What we track

Everything SQP tells us about your share

The funnel, share gaps, branded overlap, price, delivery speed and your rivals. Pick one to see what it shows.

01 · Funnel

Find the step where shoppers drop off

For each search, we compare your share of impressions, clicks, cart adds and purchases. The step where your share falls tells us whether to fix bids, the listing, the price or the offer.

  • Your share at every step, per search
  • The broken step named
  • The fix that matches it
Map your search funnel

Funnel · sample

In your report
StepYour shareRead
Impressions18%Strong
Clicks11%Drop
Purchases7%Watch
How it works

Your first Share Report in seven days

No long setup. Give us Brand Analytics access on day one, and your first weekly Share Report lands within a week.

01
Day 1

Access

You add us as a user with a Brand Registry role that can see Brand Analytics. Nothing to install.

  • Brand Registry role
  • Seller Central user access
  • Your goals and top products
You getData access in place
02
Days 2-5

History

We pull the SQP history Amazon still holds for your brand and top ASINs, and save it.

  • Brand and ASIN views
  • Weekly and monthly data
  • Top Search Terms for your category
You getYour history, saved
03
Day 7

First Share Report

Your share of the searches that matter, the broken steps and the first fixes.

  • Share by search and step
  • Leaks ranked in dollars
  • First actions
You getYour first Share Report
04
Week 2

Walkthrough

A strategist walks you through the report and agrees the first changes with you.

  • Findings explained
  • Bid, listing and price actions
  • Searches to win next
You getAn agreed action plan
05
Every week

Track and act

A new Share Report every week, with what changed and what we did about it.

  • Weekly Share Report
  • Changes made, and why
  • Quarterly senior review
You getShare you can see grow
  • 7 daysFirst report
  • 1,000Searches tracked
  • WeeklyShare Report
Get my free Market Share Audit
Search performance charts open on a strategist’s laptop
Your strategistReads it every week
Share ReportWeek 38 · sample
Share of top 50 searches18%+4 pts
Purchase share7%+2 pts
Branded spend cut$1.8kthis week
Searches won6this month
Price gap+$3.591 search
What you get

Your weekly Share Report

One short report every week: your share of the searches that matter, where it is leaking, and what we changed because of it.

  • Your share of your top searches, week by week
  • Impression, click, cart and purchase share
  • Leaks ranked in dollars
  • The actions we took, and why
See a sample Share Report Read our weekly SQP routine
Results

Results from brands we manage

Real accounts, measured on sales and TACoS, not clicks.

Pet brand owner working on a laptop with her dog beside her
Case study · US pet brand

How one pet brand grew sales 140% in 90 days

ACoS was 38%. We rebuilt campaigns around buyer intent, cut 312 wasted search terms and moved spend to peak hours.

38%24%ACoS
+140%Monthly sales
312Negative keywords
90Days
See all case studies
We've been working with Amplivus for over a year. Sales increased, ACoS improved noticeably, and their experience really shows.
Lauren GreenAmazon Marketing Manager
100+Amazon brands managed
$50M+Ad spend managed
20%+Year-over-year sales growth
Approaches compared

SQP analysis vs reading it yourself vs PPC data only

Three ways brands look at search, and how much each one actually tells you.

Strategist SQP analysis compared with reading Brand Analytics yourself and using PPC data only
CompareHow we run itStrategist SQP analysisReading it yourselfPPC data only
Organic and paid
Every impression on a search
Every impression on a search
Your ads only
Your share vs the market
Every step, every search
If you know where to look
Not shown
Turned into actions
Bids, listing, price, offer
Up to you
Bids only
History
Saved every week
About 18 months
Varies by report
Your time each week
None
Hours
Hours
Main risk
Low: one strategist reads it all
Data, but no decisions
Paying for clicks you’d win anyway
Pricing

SQP and Brand Analytics pricing

SQP analysis and your weekly Share Report are part of our flat monthly fee for Amazon PPC management, set by your ASINs, marketplaces and ad types. No extra fee, and never a percentage of your ad spend.

See Amazon PPC management See full pricing
Flat monthly feeMonth-to-month
$1,000-$5,000per month

SQP analysis is included. Your exact fee is in writing before you sign.

  • Weekly SQP analysis, brand and ASIN
  • Weekly Share Report
  • Branded overlap checks
  • Price and delivery-speed gaps
  • Bid, listing and price actions
  • Senior strategist, 1 per 8 brands
Get my free Market Share Audit
1,000searches tracked
100searches per ASIN
24hreplies from your strategist
1:8strategist to brands
0%of your ad spend, ever
Free · No obligation

Request your free Market Share Audit

Tell us about your account. A senior strategist reviews it and sends you a written audit with a flat monthly quote.

  1. 01We review your accountSpend, structure and your share against your top 3 rivals.
  2. 02You get it in writingWasted spend, the fixes and a flat monthly quote. Yours to keep.
  3. 03Walk through it togetherA short call to go over the findings. No obligation.
  • Month-to-month
  • 0% of ad spend
  • Senior strategist
Your accountTakes about 60 seconds
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Main goal

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FAQ

SQP and Brand Analytics FAQs

Straight answers, no sales spin.

What is the Amazon Search Query Performance report?
A Brand Analytics report that shows, for each search, how many shoppers saw, clicked, added to cart and bought, and what share of each went to your brand. See our guide on how to read the SQP report.
Who can access Amazon Brand Analytics?
Brand owners with a Professional selling account and a Brand Representative role in Amazon Brand Registry. It is free.
How far back does SQP data go?
About 18 months. We save your data every week, so your history keeps building after Amazon’s window moves on.
Which SQP metrics matter most?
Purchase share first, then the gap between your impression share and purchase share on your top searches. Here are the SQP metrics we watch, and the ones we skip.
Does SQP show my competitors?
Not by name. SQP shows the whole market and your brand’s share of it. We use the Top Search Terms report to see which products win each search.
Is SQP the same as the search term report?
No. The search term report shows only your own ad clicks and sales. SQP shows every impression on a search, organic and paid, across the whole market, and your share of it.
Why do shoppers add to cart but not buy?
Usually a lost featured offer, stock, price or delivery speed. We check those before we touch bids, because more ad spend will not fix them.
Can SQP lower my ACoS?
Yes. It shows where your ads pay for clicks you would win anyway, and where price or the listing, not bids, is the problem. Fixing those cuts wasted spend.
Do you need Seller Central access?
Yes, as a user with a Brand Registry role that can see Brand Analytics. We never need your password; you add us as a user.
Is SQP analysis included in Amazon PPC management?
Yes. SQP analysis and the weekly Share Report are part of the flat monthly fee for Amazon PPC management, with no extra charge.
Free Market Share Audit

See your real share of search

Your share of the top searches in your category, the step where shoppers drop off, and the fixes, in writing, with a flat monthly quote.

Get my free Market Share AuditBook a strategy session
  • Written, yours to keep
  • Flat monthly quote
  • No obligation