# What is Search Query Performance (SQP)? SQP for Amazon Sellers Explained Author: Himanshu Gaba Author URL: https://sellerview.ai/blog/author/himanshu-gaba Published: 2026-09-16 Category: Amazon Data & Analytics Category URL: https://sellerview.ai/blog/category/amazon-data-and-analytics Meta Title: What is Search Query Performance (SQP)? Amazon Guide Meta Description: SQP shows your impression, click, cart-add and purchase share for every keyword. Most sellers raise bids when it's actually a click problem. Tags: Amazon Brand Analytics, amazon sellers Tag URLs: Amazon Brand Analytics (https://sellerview.ai/blog/tag/amazon-brand-analytics), amazon sellers (https://sellerview.ai/blog/tag/amazon-sellers) URL: https://sellerview.ai/blog/what-is-search-query-performance-amazon-sellers You raised bids on your top keyword. Spend went up 40%. Sales barely moved. So you raised bids again. Here's the simple truth: you probably never had a bidding problem. You had a click problem, or a price problem, or a review problem — and Amazon has been telling you exactly which one, for free, inside a report most sellers open once and never touch again. That report is Search Query Performance. ## What is Search Query Performance (SQP)? Search Query Performance is a report inside Amazon Brand Analytics, available to Brand Registered sellers in Seller Central. For every search query that led a shopper to your ASINs, it shows the full purchase funnel — impressions, clicks, cart adds, purchases — twice. Once for the entire category, and once for your brand's share of it. That second number is the whole point. Every other Amazon report tells you what _you_ did. Search Query Performance tells you what _the market_ did on that keyword and how much of it you took. Search term reports show you your ad spend. SQP shows you the size of the pool you're swimming in. If 42,000 people searched "protein powder for women" last week and you captured 1.8% of the purchases, no bid adjustment is going to fix that. You need to know which step of the funnel leaked. ## How Search Query Performance Works on Amazon You'll find it under Brand Analytics → Search Query Performance. Two views matter: **Brand View** — every query that drove traffic to any ASIN in your brand. Use this for catalog-level strategy and category share. **ASIN View** — one product, query by query. Use this when you're fixing a specific listing. For each query, Amazon gives you: - **Search Query Volume** — how many times shoppers searched it, and a rank by volume - **Impressions** — total for the query, plus your brand's count and your impression share - **Clicks** — total, your count, your click share, plus the median click price and delivery speed of what got clicked - **Cart Adds** — total, your count, your cart add share, plus median price - **Purchases** — total, your count, your purchase share, plus median purchase price and delivery speed - **Search Query Score** — Amazon's ranking of which queries actually contribute to your sales, not which are biggest Three things you need to know before you act on any of it: 1. **It's paid plus organic, combined.** SQP will not tell you whether a click came from a Sponsored Products placement or organic rank position 7. Anyone who tells you they "isolated organic performance" from SQP is guessing. 2. **The data lags.** Weekly reports typically run a few days to two weeks behind. Quarterly is the most complete and the slowest. You are reading history, not a live feed. 3. **Attribution is short.** Purchases are attributed on a tight window, so raw purchase counts on any single keyword will look lower than you expect — especially below ₹30L/month revenue, where you'll see 1–3 units per query and assume the report is broken. It isn't. Read the share columns, not the raw counts. ## Why SQP Matters for Your Profitability Most sellers treat every underperforming keyword as a bidding decision. That's expensive, because three of the four possible problems can't be solved with money. Run the funnel in order and the diagnosis takes ninety seconds: ### 1\. Impression share is low You're not in the auction enough. This is the _only_ one that's genuinely a bid and rank problem. Raise bids — but only after you've checked your break-even CPC. Break-even CPC = ASP × Conversion Rate × Desired ACoS. If your ASP is ₹800, conversion is 8%, and you'll accept 25% ACoS, your ceiling is ₹16. Bidding ₹28 to win impression share on a vanity keyword is how sellers post record revenue and negative profit. ### 2\. Click share is well below impression share You're getting seen and skipped. This is a main image, title, price, or rating problem — never a bid problem. Raising bids here just buys more impressions that also get skipped. Check the median click price column: if the market clicks at ₹649 and you're at ₹899 with a 4.1 rating, you've found it. ### 3\. Cart add share is below click share Shoppers land and leave. That's listing content — bullets, A+, images below the fold, variation setup, review count. ### 4\. Purchase share is below cart add share They wanted it and didn't buy. Price, delivery speed, or Buy Box. The median purchase price and delivery speed columns tell you which. Four leaks. Four different fixes. One of them costs ad money. The other three cost a designer's afternoon. ## Common Mistakes Sellers Make with SQP **1\. Reading it like a keyword research tool.** SQP is not Helium 10. Its job is not to find you new keywords — it's to tell you where you're losing on keywords you already appear for. Sellers who mine it for volume and ignore the share columns get nothing out of it. **2\. Chasing the biggest search volume.** The highest-volume query in your report is usually the one where you have 0.4% purchase share and a category leader with 3,000 reviews. The money is in queries where you already hold 8–15% share and the next 5 points are winnable. Sort by Search Query Score, not volume. **3\. Changing four things in the same week.** New main image, +30% bids, a ₹100 price drop and a coupon, all on Monday. Sales go up. You now have zero idea why, and you can't repeat it. One variable per keyword per cycle. **4\. Acting on weekly data every week.** The report lags 1–2 weeks, and Amazon's own ranking signals take time to settle. Reading weekly is fine. Acting weekly means you're reacting to noise. Same rule as campaign optimisation: work on a 14-day cycle minimum. **5\. Ignoring the median price columns.** These are the most underused numbers in the entire report. Amazon is handing you the market's real clearing price per keyword and most sellers scroll straight past them. ## How to Use Search Query Performance the Right Way 1. **Pull the ASIN View for your top 10 revenue SKUs.** Monthly cadence. Brand View is for strategy; ASIN View is where fixes happen. 2. **Filter to queries with meaningful volume where you already hold share.** Ignore anything where your impression share is under 1% — you're not in that fight yet. 3. **Find the biggest drop between consecutive share columns.** Impression → click → cart add → purchase. The largest gap is your bottleneck. Write it down. 4. **Group the bottlenecks.** You'll usually find 70% of your leaks are the same type across SKUs — often click share. That's a creative sprint, not thirty separate tasks. 5. **Fix one variable. Wait 14 days. Re-pull.** Compare share, not sales. Sales move for seasonal reasons; share moves because you did something. 6. **Cross-check every bid increase against break-even CPC before you make it.** Winning impression share above your break-even is buying market share with your own margin. 7. **Use quarterly reports for anything you'll present or plan against.** Weekly for monitoring, quarterly for truth. ## How Sellerview Helps You Track This SQP tells you where you're losing share. It doesn't tell you whether the keyword you're about to scale still makes money after fees, returns and COGS — that's what Sellerview shows you, SKU by SKU. Search Query Performance is the closest thing Amazon gives you to a market share report, and it's sitting in your account right now, free. The sellers who use it stop guessing which lever to pull. The ones who don't keep raising bids on listings that shoppers were never going to click. **See your real profit on** [**Sellerview.ai**](https://sellerview.ai) **→ start your free trial.** --- This blog is powered by Superblog. Visit https://superblog.ai to know more. ---