Unlock Amazon Search Insights with SQP Report
Your Amazon funnel has a story - the Search Query Performance Report tells it, search term by search term.
If you're trying to understand where your brand truly stands across the funnel - from visibility to conversions - Amazon’s Search Query Performance (SQP) report is where the real insights are.
We’ve seen brands ask the same questions again and again:
→ What’s our Share of Voice on the keywords we’re bidding for?
→ Which keywords actually drive the highest orders in our category?
→ What’s our performance vs competitors in terms of clicks, ATC %, CR %?
→ What’s our average order value compared to the market?
→ Are our ASINs shipping fast enough to meet shopper expectations?
→ Where are we losing users after getting great CTR but no conversions?
The SQP report answers all of these down to each Search Term.
Here’s how you can access it:
Go to Seller Central > Brand > Brand Analytics > Search Analytics
(Only for Brand Registry enrolled brands)
Once there, you get:
→ Brand-level SQP: Top 1,000 search terms relevant to your full catalog
→ ASIN-level SQP: Top 1,000 search terms per ASIN-just use the dropdown
What makes this report powerful is the depth:
→ See how many searches happened on each keyword weekly and monthly
→ Track your brand’s share of impressions, clicks, ATCs, and orders for each term
→ Calculate CTR %, ATC %, and CR % at a keyword level-vs competitors
→ Compare your AOV with total market AOV
→ See the order delivery timelines: same-day, next day, 2 days or more
→ Identify top-performing search terms per ASIN
→ Spot missed opportunities - keywords where your conversion is strong but visibility is low
And remember, this report only includes orders completed within 24 hours of a click. So it’s super focused on fast-moving funnel performance.
The best part? Hector automates all of this for you.
You don’t need to download the files, clean the data, or create complex pivots. We’ve already done the heavy lifting.
Just plug in and get a clear, visual understanding of your funnel, week by week, keyword by keyword.
If you're serious about making your search performance more transparent and actionable, drop me a DM. We'll get your SQP data automated.
Follow for more deep dives into Amazon Ads, DSP & AMC:
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