Search Query Performance (Brand Analytics)

Search Query Performance (SQP) is the Brand Analytics report — available to Brand-Registered sellers and vendors — that maps the entire funnel for the top search queries leading to a brand's ASINs: impressions → clicks → add-to-carts → purchases, at both the brand level and the total-category level. It is the only Amazon-native report that exposes branded vs. category share at each funnel step, and the only one that includes organic traffic alongside paid.

Why SQP is different from the Search Term Report

The Search Term Report is paid-only and shows only the queries that triggered your ads. SQP is paid + organic and shows every top query that drove traffic to your ASINs from any source.

This unlocks a class of analysis the STR can't:

• True keyword market share. SQP tells you that for the query wireless earbuds, you captured 4.2% of the category's purchase clicks. The STR only tells you that you spent €X to win Y clicks; it has no denominator.
• Funnel diagnostic. SQP breaks down where you lose: do you have low impression share (a bidding problem)? Low click share (a creative/badge problem)? Low cart-to-purchase share (a pricing or review problem)? Each leak has a different fix.
• Organic + paid combined. Many high-volume queries deliver most of their conversions organically. SQP shows you which ones, so you can prioritise listing optimisation vs. bid increases.

The four funnel metrics

For every query, SQP reports four pairs of numbers — your brand's count and the total category count:

The Brand Share columns on each step are the diagnostic. A brand with 8% impression share, 9% click share, 11% add-to-cart share, and 12% purchase share is a healthy funnel — share grows down the funnel. A brand with 8% impression share but 4% click share has a creative problem, not a bidding problem.

How to action SQP

Weekly or bi-weekly:

1. Identify under-shared queries with high category volume. Sort by total purchases descending; filter to rows where your brand share is below your overall account average. These are the highest-value gaps.
2. Diagnose by funnel step. Find the step where share collapses. Fix that step, not the symptom.
3. Cross-reference with the STR. A query with low brand share where you do bid heavily means the ad isn't winning the click — usually a creative or relevance problem. A query with low brand share where you don't bid means there's untapped opportunity to add it to your keyword set.
4. Track quarter-over-quarter share trends. SQP is the only Amazon report that lets you quantify "we grew our share of category keyword from 3% to 5%" — which is the language category managers and retail partners care about.

Data caveats

• Top queries only. SQP shows only queries with above-threshold volume in the period. The long tail is invisible — for long-tail intelligence you still need the STR.
• Weekly granularity at best. SQP refreshes weekly (with quarterly aggregates available). It is not a real-time bid management tool.
• ASIN view vs. brand view. SQP can be filtered to a specific ASIN, which is where most actionable insight lives. The brand-level rollup is too coarse for SKU-level decisions.
• Brand Registry required. Sellers without Brand Registry don't have SQP access. The data gap between Brand-Registered and non-registered sellers on this single report is one of the larger reasons to complete registration.

Common mistakes

• Treating SQP as a paid-ads report. It's a funnel report. Most of its value is for listing and pricing decisions, not bidding.
• Optimising the wrong funnel step. Brands habitually raise bids when the leak is at the cart-to-purchase step (a pricing or shipping problem). Diagnose, then act.
• Ignoring the trend dimension. A single SQP snapshot is a benchmark; the value is in tracking your share metrics quarter over quarter.
• Not pairing SQP with the STR. SQP shows the macro market; the STR shows your micro bid decisions. The two reports together are an order of magnitude more powerful than either alone.