Search Query Performance: Find Your Share of Every Search

For years, brands on Amazon could see how popular a search term was, but not how they performed on it. How many shoppers saw our product for that search? How many clicked? How many bought from us versus a competitor? Most of that was guesswork.

The Search Query Performance dashboard in Brand Analytics fills that gap. Here is what it shows and how to use it.

What is Search Query Performance?

Search Query Performance (SQP) is a report in Brand Analytics for brand owners in Brand Registry. For the search terms that led shoppers to your products, it shows the whole shopping funnel, for the total market and for your brand:

• Impressions: how often products appeared for the search, and your share.
• Clicks: total clicks, and how many went to your products.
• Add to carts: total and your share.
• Purchases: total and your share.

You can view it at brand level or for individual ASINs, by week, month or quarter.

Why it is so useful

It shows exactly where you lose shoppers. If you have a high share of impressions but a low share of clicks, your main image, title, price or reviews are not winning attention. If you have a good share of clicks but a low share of purchases, your listing or price is losing the sale.

How to read it

1. Sort by search volume to focus on the terms that matter most.
2. Compare your share at each step: impressions, clicks, add to carts, purchases.
3. Look for the biggest drop. That is your main problem for that term.

What to do with what you find

Low impression share

You are not showing up enough. Check that the keyword is in your listing, and add it to an exact match campaign. Our older guide on campaign structure explains how to set that up.

Low click share

Shoppers see you but choose others. Test your main image and title. Check your price and review count against the products that win the clicks.

Low purchase share

Shoppers click but do not buy. Improve images, bullets and A+ Content, and answer the questions that stop people from buying.

High purchase share but low impressions

This is an opportunity. Shoppers who see you buy from you. Push for more visibility with ads on these terms.

Combine it with other data

Use SQP alongside the Search Terms report and your ad search term report. Together, they show which terms to target, how you perform on them and what you pay for that traffic.

The bottom line

Search Query Performance shows where in the funnel you win or lose each search. Use it every month to choose what to fix first. If you want help turning this data into a plan, see our reporting and dashboards service or request a free audit.

FAQs

What does Amazon Search Query Performance show?

It shows impressions, clicks, add to carts and purchases for search terms, for the whole market and for your brand, so you can see your share at each step.

Who can use Search Query Performance?

Brand owners enrolled in Brand Registry with access to Brand Analytics.

How often should I check Search Query Performance?

Monthly for most brands, and weekly during busy seasons or product launches.