Amazon Search Query Performance: The Keyword Goldmine Most Sellers Ignore

What Is the Search Query Performance Report?

Amazon’s Search Query Performance Report (SQPR) is one of the most powerful tools in Brand Analytics — and yet most sellers barely use it.

Available only to Brand Registered sellers, SQPR shows how customers interact with actual search terms, across both organic and paid placements. It answers questions your search term report never could:

• What are customers searching for?

• How often do they see your brand in the results?

• Do they click on your listings — and do they convert?

The report includes critical metrics like:

• Search volume

• Impressions

• Clicks

• Click share

• Conversion share

In short, it gives you the full-funnel picture of how your brand performs for each search query — not just how your ads perform.

Why It’s More Powerful Than Your Search Term Report

Most sellers are familiar with the search term report in Sponsored Products. But that data is ad-driven only — it shows you what worked after you paid for the click.

The Search Query Performance Report goes further:

• It covers organic + paid data

• It measures brand visibility on search pages, not just ad-level clicks

• It reveals conversion share, helping you see which keywords actually drive sales (not just traffic)

If you’re only using ad reports, you’re missing the bigger picture.

How to Use SQPR to Find Your Top-Performing Keywords

Here’s how to get real value from the report:

1. Download your SQPR by brand or ASIN (weekly or monthly)

2. Sort by conversion share to see which terms are already working

3. Look at click share vs. impression share

   → High impression but low click = bad listing/image/ad relevance

   → High click but low conversion = listing misalignment

4. Spot gaps: Are there high-volume non-branded keywords where you show up organically but don’t yet advertise?

This is your goldmine. These are the keywords where you're already earning attention — now you just need to double down.

Boost CVR with Keyword-Specific Listing Improvements

Found your best-performing keywords? Now optimize for them.

• Update main image and A+ content to match top queries

• Tweak titles and bullets to align with high-converting terms

• Use voice-of-customer insights to match actual search intent

• Run A/B tests (Manage Your Experiments) to increase conversion on high-traffic keywords

Example:

If “eco-friendly lunch box” has high click share but low conversion share, your product might not clearly show eco benefits in the images or bullet points.

Combine SQPR with PPC for Smarter Ad Strategy

This is where things get even more valuable.

• Use high CVR keywords in Sponsored Products and Brands

• Bid higher on queries with strong organic traction — you know they convert

• Avoid wasting spend on keywords with low conversion share and low listing alignment

• Run Sponsored Brands to Store Pages tied to high-performing queries for better storytelling and brand control

This lets you run ads with confidence, backed by data that spans beyond PPC clicks.

Final Thoughts: Most Sellers Are Blind Without This

If you’re not using the Search Query Performance Report, you’re guessing.

This report shows:

• What customers want

• How they engage

• Where you're winning — and losing

And most importantly: it shows where to focus next.

Use it weekly. Pair it with your ad data. Optimize your listings and strategy based on it.

It’s not just a report. It’s your roadmap.

👉 Want help making sense of your SQPR?

Book a strategy call with Atlisco.

We’ll audit your keyword data, identify opportunities, and help you turn search terms into sales.