Understanding Amazon Search Query Performance: Optimize your Offers and Advertising Strategies

Understanding Amazon's search query performance is crucial for sellers looking to optimize their listings, refine their ad strategies and stay ahead of the competition. This article aims to give you an in-depth look at how to make the most of the data available in the Amazon Search Query Performance dashboard. From keyword research to improving the customer experience, we explore actionable strategies supported by the Amazon Search Query Performance metrics. Whether you're an Amazon agency with extensive experience or new to Amazon, this guide will provide you with the tools and insights you need to make data-driven decisions and maximize your brand's potential. Dive in to make the most of Amazon Search Query Performance for your business.

In this article, we will discuss:

  • What is Amazon Search Query Performance?
  • How do you access the Search Query Performance Report?
  • What statistics can you use in the Search Query Performance Report?
  • How to use Amazon Search Query Performance data?
  • Combine with Amazon Search Terms Report
  • Intelligence tools in addition to the Search Query Performance Report

What is Amazon Search Query Performance?

Amazon Search Query Performance refers to the statistics and indicators that evaluate the effectiveness of searches at Amazon. Unlike general search engines, Amazon's search is more product-oriented and aims to match buyers with the most relevant products based on their searches. The performance of these searches is assessed by various KPIs (Key Performance Indicators) such as Click-Through Rate (CTR), Add to Cart and Purchase Rate.

How do you access the search query performance report?

Accessing the Search Query Performance Report is crucial to understanding how your products are performing. While a detailed step-by-step guide or video tutorial would be helpful, here is a simplified overview to get you started:

  1. Log in to your Amazon Seller Central account.
  2. Navigate to the "Brands" tab.
  3. Select "Brand Analysis."
  4. Find the "Search Query Performance" report and click on it.
  5. Choose the date range and other filters as needed.
  6. Download or view the report.

What metrics can you use in the Search Query Performance Report?

Here is an in-depth look at each metric:

  • Impressions: Impressions are the number of times your product appears in search results when a buyer performs a search on Amazon. This measurement helps you understand your brand's market share in terms of visibility.
  • Clicks: Clicks provide actionable insights into the performance of your searches. They count how often shoppers interact with your products after a specific search.
  • Brand share in total clicks and impressions: This metric gives you an overview of your brand's performance in terms of total clicks and impressions for a given search query.
  • Add to Cart: This metric reports the total number of times shoppers added your product to their cart after a specific search.
  • Purchases Rate: The search funnel shows your conversions and distinguishes between shopping cart additions and actual purchases.

How to leverage Amazon Search Query Performance Data.

Use the data from the Search Query Performance Report to optimize your product listings and adjust your advertising strategies:

Optimize Product Listings

Keyword research and application: Use the SQP dashboard to identify keywords that have a lot of impressions and clicks. These keywords are what customers are actively searching for. Include them in your product titles, bullet points and backend keywords.

Adjust Advertising Strategies

PPC Ad Optimization: Use SQP data to understand which keywords are generating clicks but not conversions. This may indicate that your ad copy is not compelling enough. A/B test different versions to see what works best.

Enhance Product Listing

FAQs and A+ Content: Use SQP data to find out what questions customers are asking about your product category. Answer them in an FAQ section. A+ Content enables interactive modules that optimize your product listing.

Monitor Competitors

Competitive Analysis: You can see which competitors are scoring for your target keywords. Analyze their listings to see what they are doing well.

Market Trends

Keep an eye on new keywords that are gaining popularity. These may indicate emerging trends or fads, so you can review historical SQP data to prepare for seasonal trends. Use this to plan inventory and promotions. Don't forget to optimize your listings and ad campaigns for keywords that are likely to peak during certain seasons.

Combine with Amazon Search Terms Report

Understanding how your products perform in Amazon searches is critical to success. By integrating data from Amazon Brand Analytics and Search Query Performance, you can gain deeper insights to better optimize your sales strategy. Here's a concrete example to illustrate this:

Imagine selling a product called "Wireless Bluetooth Speaker" on Amazon.

Metrics from Amazon Search Query Performance:

  • Total count for keyword ("Wireless Bluetooth Speaker"): 10,000 (This is the total number of times this keyword has been searched for)
  • Click-through Rate of your brand for this keyword: 5%

Metrics from Amazon Brand Analytics:

  • ASIN conversion rate for "Wireless Bluetooth Speaker": 10% (This is the percentage of people who actually bought your product after clicking on it)


  • Total number of clicks your brand received for the keyword:
    Total count of keyword ("Wireless Bluetooth Speaker") x your brand's CTR for this keyword
  • Estimated number of people who bought your product:
    Total clicks x conversion share of ASIN for "Wireless Bluetooth Speaker".

Ultimately, you can use these two measurements to determine the conversion rate of your products related to these keywords.

Intelligence Tools beyond Search Query Performance Report

While Amazon Search Query Performance provides valuable data on keyword performance, click-through rates and conversion rates, m19 goes a step further by offering AI-driven solutions. They make it easy to create strategies, monitor budgets and adjust bids to match the competition. Their toolset goes beyond just analyzing SQP data. m19 offers features like Keyword Tracker and Top of Search Rankings Optimizer to give you a more comprehensive view of your ad performance.