Do you really know what’s driving performance for each ASIN?
Impressions don’t always mean intent, and clicks don’t always mean conversions.
But there is one Amazon report that connects all the dots.
It’s none other than the Search Query Performance (SQP) Report – ASIN Level.
In yesterday’s post, I shared how to leverage the SQP Brand Level report to make better strategic decisions.
Now, let’s break down the ASIN Level SQP Report - and uncover how it unlocks performance at a granular, search-term level.
Here are the key questions this report helps you answer:
→ Which search term gives you Impressions, Clicks, Add to Carts, and Orders per ASIN?
→ Which search term has the highest or lowest CTR % and CR % across your catalog?
→ Which search terms offer high CR % but low clicks - untapped potential waiting to be scaled?
→ Is your ASIN getting triggered for the right search terms?
→ Which search terms should be added to your Metadata in SC or VC?
→ What’s your CR % versus competitors for each search term?
→ What’s your Share of Impressions, Clicks, ATC, and Orders against your competition?
→ What is your CTR %, ATC %, and CR % against competitors per search term?
→ Which ASIN performs better against the same search term, and why?
→ How are your orders spread by shipping time - same-day, 1 day, 2 days, or more?
→ What’s your CTR %, ATC %, and CR % based on shipping timelines?
→ What is your Average Order Value at click, ATC, and purchase stages?
→ How does your competitor's AOV compare at each funnel stage?
→ What is your Share of Revenue at the search term and ASIN level?
This report gives you a 360° view of your brand’s performance across every search term, for every ASIN, and when combined with insights from Amazon Marketing Cloud, it unlocks even deeper visibility into the full customer journey.
→ Pro tip: These metrics are based on last-click attribution within the last 24 hours, whether from ads or organic traffic.
Here’s what you’ll find inside the ASIN-Level SQP report:
→ Top 1000 search terms for each ASIN in your catalog
→ Amazon-calculated Search Query Rank for each term
→ Total number of queries for each ST at the ASIN level
→ Total Impressions, Clicks, ATC, and Orders from all queries
→ Your ASINs’ share of those metrics
→ Your CTR %, ATC %, and CR % vs competitors
→ Orders shipped same day, in 1 day, 2 days, or more
→ From this, calculate the delayed shipping impact on performance
You can even combine this with the Top Search Term Report to analyze your Search Frequency Rank (SFR) and identify visibility gaps.
Ready to dive in?
Find this report in Seller Central: Brand → Brand Analytics → Search Analytics
Curious to know how your ASINs are performing at the search term level?
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