- Amazon's Search Query Performance (SQP) report is part of Brand Analytics and exposes query-level data Amazon does not surface anywhere else: impression share, click share, add-to-cart share, and purchase share by ASIN per search query.
- SQP is available at three aggregation levels: brand (your entire brand's share by query), ASIN (per-product share by query), and search query (which queries drive the most volume across your category). Each level answers different audit questions.
- Most brands use SQP only at the brand level for high-level visibility tracking. The ASIN-level view is where the operational gold lives - identifying queries where individual ASINs are losing share to specific competitors.
- Pull the ASIN-level SQP report for your top 10 revenue ASINs. Look at queries where your ASIN gets impressions but a competitor wins the purchase share. Those are your most actionable optimization targets.
- SQP intersects with Sponsored Products strategy. The queries where you have impression share but low purchase share are not keyword bid problems - they are listing conversion problems.
What SQP actually exposes that you can't get elsewhere
Search Query Performance is Amazon Brand Analytics' query-level report that breaks down the shopper funnel (impression -> click -> add-to-cart -> purchase) by search query, then attributes the brand and ASIN earning the most share at each step.
Use this information to create new text assets geared towards your highest-performing search terms. Or if you discover any search terms that aren't a good fit for your business, apply campaign-level negative keywords or brand exclusions as needed. Amazon - blog.google
SQP's value is that it shows the funnel before your account exists in it. For any query, you can see what share of total impressions, clicks, add-to-carts, and purchases went to which brand or ASIN, across all of Amazon - not just inside your campaigns. The closest analog in Google land would be a hypothetical version of GSC that showed every competitor's CTR and conversion rate for your queries. That data does not exist on Google. It does exist on Amazon, and most Brand Registered sellers do not use it.
Three SQP views matter most. The brand-level report shows your share of voice across the queries your brand competes for. The ASIN-level report drops one level deeper - per ASIN, which queries drive volume and what your share looks like on each. The search-query-level report inverts the lens - per query (across all brands), which ASINs win the funnel. Combining all three is the audit toolkit for competitive Amazon strategy.
How to access SQP
SQP is available to Brand Registered sellers in Seller Central > Brand Analytics. Vendor users access via Vendor Central > Reports > Brand Analytics. Available in US (amazon.com) and most major marketplaces; coverage varies by region.
- Announced: Available since Brand Analytics expansion (2020 onward) (Amazon Brand Analytics)
- Rollout begins: Brand Registered sellers in Seller Central for Brand-Registered US sellers; international varies
- Full rollout: Brand, ASIN, and Search Query views all live
- Enforcement begins: ongoing - Amazon adds new metrics periodically
Who benefits most from SQP
SQP is most valuable for brands in competitive categories where multiple comparable ASINs compete for the same buyer queries. In commoditized or solo categories, SQP has less operational leverage because there is less competitive share to redistribute.
| Segment | Severity | Why |
|---|---|---|
| Brand Registered sellers in competitive multi-ASIN categories | High | SQP's per-query share data lets you identify exactly where your ASINs lose to specific competitors. The most actionable insight pattern: queries with high impression share (you're showing up) but low purchase share (you're not converting). That gap is almost always a listing-content problem, not a bidding problem. |
| Multi-ASIN catalogs with category overlap | High | When you have several ASINs competing in the same category, SQP's ASIN-level view tells you which ASIN to push for which query. The data often reveals that the wrong ASIN is being prioritized in Sponsored Products campaigns - a cross-category audit finding. |
| Brands tracking competitive share-of-voice over time | Medium | SQP's weekly cadence (Amazon releases new SQP data on a roughly weekly basis) lets you build a competitive-share tracker without external tools. Plot brand-level purchase share for your top 20 category queries over 12 weeks and you have a category dashboard most competitors don't have. |
| Brands using Amazon Marketing Cloud (AMC) | Low | SQP combined with AMC's per-customer signals creates a near-complete picture of category competitive dynamics. AMC is the deep layer; SQP is the surface-level lens. Most agencies that operate at scale on Amazon now use both. |
Two caveats. First, SQP requires Brand Registry; if you are not registered, none of this is available. Second, SQP data has a one-week lag and is aggregated weekly, which means SQP is not the right tool for daily campaign optimization - it is a strategic-cadence tool, not a tactical one. Combine SQP with daily Sponsored Products search terms reports for tactical operation.
What to do this week
Priority order: pull SQP at all three aggregation levels, identify the actionable patterns (impression-share-without-purchase-share is the most leveraged), tag each actionable query to either a listing-content fix or a bidding fix, then act.
- Pull the brand-level SQP report. In Seller Central > Brand Analytics > Search Query Performance, set the view to "Brand View" and date range to the last 8 weeks. Sort by total query volume. The top 30 queries are your category share-of-voice cohort - track these monthly. Identify where your brand's purchase share is declining (or already low) and tag those queries for deeper investigation.
- Pull the ASIN-level SQP report for top revenue ASINs. Switch to "ASIN View" and run for your top 10 revenue ASINs. For each, look at queries with high impression share and low purchase share. These are listing conversion problems, not visibility problems. The fix is usually content depth (see our writeup on Amazon Ads for ecommerce brands) and constraint-aware copy (relevant to Rufus as well).
- Pull the query-level SQP report. Switch to "Search Query View" and pull the top 20 category queries you compete for. For each, identify which ASIN wins the purchase share - both yours and competitors. The winning ASINs are your reverse-engineering targets: study their title, bullets, A+ content, review count, and price to understand what they offer that your ASIN does not.
- Cross-reference SQP with Sponsored Products search terms. Per Google's PMax-equivalent guidance (the same logic applies to Amazon), keyword-level data is the strategic ground truth. Match SQP queries against your Sponsored Products search term report. Queries where you spend on Sponsored Products but lose purchase share in SQP signal an inefficient bid - you are paying for traffic that converts to a competitor's ASIN.
- Build a quarterly competitive-share tracker. Export SQP weekly to a Google Sheet, build a chart of your top 10 category queries' purchase share over time, and review monthly. Trend changes reveal category dynamics earlier than aggregate sales data.
What to do this quarter
The strategic shift, in one line: SQP is the bridge between Amazon ranking signals and Amazon ads strategy. Per Glenn Gabe and Marie Haynes' kitchen-sink framing on platform updates, the response combines content depth, ad targeting, and review velocity. SQP is the diagnostic data layer that tells you which lever matters most per query.
Build SQP-driven listing optimization sprints
For the top 10 queries where you have high impression share but low purchase share, run a 30-day listing optimization sprint: rewrite title for constraint clarity, expand bullets to address constraint language, add comparison module to A+ content, and run a targeted Sponsored Brands campaign in parallel to amplify the relaunch. Track SQP weekly to measure purchase-share lift.
Integrate SQP into your quarterly business review
Most Amazon-focused QBRs we audit report revenue, ROAS, and ACoS - the operational metrics. Add a strategic layer: brand-level purchase share for top 10 category queries, trended monthly. The strategic question becomes "are we gaining or losing category position" rather than just "did this quarter's ads work." That framing elevates the conversation.
What we're seeing in real accounts
Note: the patterns below are aggregated from Amazon catalog audits we've run for Brand Registered ecommerce clients in 2025-2026. The dominant finding: most clients have Brand Analytics access and never open the SQP report, or open it only at the brand-aggregate level. The ASIN-level and query-level views are largely untouched - leaving the actionable insights on the table.
Counterexample: a niche-category brand with limited competitive ASINs found SQP added marginal insight. The category had only 3-4 meaningful competing ASINs and the brand already had clear visibility into the competitive set without needing SQP data. The lesson is that SQP's value scales with category density - in fragmented or commoditized categories with hundreds of competing ASINs, SQP unlocks insight you cannot get any other way. In niche categories with few competitors, the value is more incremental.
What we're still watching
Four open questions are driving how we sequence Amazon Brand Analytics audit work for the next two quarters.
- Rufus-aware SQP signals: Whether Amazon adds Rufus-specific impression or visibility data to SQP. Currently SQP measures the traditional search funnel; Rufus's conversational answer surface does not yet appear in SQP. As Rufus query coverage expands, this is a notable gap.
- AI Mode equivalents in SQP: Whether Amazon's broader analytics surface starts breaking out queries that came through Rufus or other AI-driven discovery vs traditional search. The split would be operationally important for understanding where future query volume is concentrating.
- Real-time SQP cadence: Whether Amazon shortens the one-week lag in SQP data release. The current weekly cadence is fine for strategic tracking but inadequate for tactical campaign response. A daily or 48-hour cadence would significantly increase SQP's operational value.
- Cross-marketplace SQP expansion: Whether SQP coverage extends consistently across international Amazon marketplaces. Currently the data depth varies by region; international expansion to US-level depth would unlock global category audit work.
Frequently asked
Do I need Brand Registry to access SQP?
Yes. Search Query Performance is part of Brand Analytics, which requires Amazon Brand Registry. Brand Registered sellers access SQP via Seller Central > Brand Analytics. Vendor users access via Vendor Central > Reports > Brand Analytics. Non-registered sellers do not have SQP visibility.
What's the difference between SQP brand-view and ASIN-view?
Brand-view aggregates across all your brand's ASINs - good for category share-of-voice tracking. ASIN-view drops to per-product granularity - good for diagnosing which individual ASINs win or lose specific queries. Most operators use brand-view; ASIN-view is where the actionable insights live.
How often is SQP data refreshed?
Weekly, with approximately a one-week lag. The data is aggregated by ISO week. This makes SQP a strategic-cadence tool rather than a tactical-cadence one. For daily Sponsored Products optimization, use the Sponsored Products search terms report; for monthly competitive analysis, use SQP.
Can I download SQP data via API?
Brand Analytics data, including SQP, is exposed through Amazon's Selling Partner (SP-API) Brand Analytics reports. Most large brands automate the weekly export to a warehouse for trending and dashboarding. Small brands typically work from the UI export, which is straightforward but not automatable.
Does SQP show competitor ASIN names?
The search-query-view of SQP shows the top 3 ASINs by impression share, click share, and purchase share per query, including competitor ASINs. The ASIN view focuses on your own ASINs. The combination gives you competitor visibility per query without needing external SaaS tools.
References
- Amazon Brand Analytics. "Search Query Performance Report (Seller Central documentation)." sellercentral.amazon.com/help/hub/reference
- Triple Whale. "The Complete Guide to Ecommerce AI SEO." triplewhale.com/blog/ai-ecommerce-seo
- Amazon SP-API. "Brand Analytics API reports." developer-docs.amazon.com/sp-api/docs/brand-analytics-api
- Amazon Ads. "Amazon Marketing Cloud (AMC) documentation." advertising.amazon.com/library/guides/amazon-marketing-cloud