How to Use Amazon Search Query Performance Report to Find High-Converting Keywords

Are you struggling to find the most impactful keywords for your Amazon listings and PPC campaigns? Sometimes finding the right keywords on Amazon can feel like searching for a needle in a haystack.

Without precise data, many sellers miss out on powerful opportunities to boost visibility and sales.

That's where My Brand Genius comes in. Leveraging Amazon’s Search Query Performance Report within Seller Central, we help you unlock a goldmine of insights, helping you identify high-converting and underused keywords.

In this blog, we’ll walk you through how to use Amazon’s powerful Search Query Performance Report inside Seller Central to uncover underutilized keywords, benchmark conversion rates, and optimize your brand’s visibility and sales. 

What’s Amazon Search Query Performance Report?

Amazon’s Search Query Performance Report (SQPR) is an incredible tool available inside Seller Central under Brand Analytics. This report helps you analyze how your brand performs against specific search queries that customers use on Amazon.

The key metrics: Impression Share, Click Share, Add to Cart Share, and Purchase Share help in tracking your brand's visibility and conversion performance compared to competitors.

How to Access and Analyze Search Query Performance Report in Amazon Seller Central?

To unlock valuable insights from the Search Query Performance Report, start by logging into your Amazon Seller Central account. From there, head to Brands, then Brand Analytics, and navigate to Search Analytics, where you’ll find Search Query Performance. Select your brand (if you manage multiple), set a reporting period, monthly or quarterly works best, and then hit Apply to generate the report.

You can explore keyword data at the overall brand level (up to 1,000 queries) or by individual ASIN (up to 100 queries). To focus on a specific product, filter by ASIN, select your date range, and download the report for detailed insights.

After downloading the report as a spreadsheet, import it into Google Sheets or Excel for easier data analysis.

Focus on these key pointers:

• Search Query: The exact keywords customers use.

• Impression Share: Frequency of your listings in search results.

• Click Share: The rate at which your listings get clicked by shoppers.

• Add to Cart Share: How often your product is added to a cart.

• Purchase Share: The percentage of clicks that lead to purchases.

Identifying Keywords That Really Convert

Finding keywords with strong purchase intent can be revolutionary for your Amazon listings and ad campaigns. One key pattern to watch for is when a keyword has a low Impression Share but a decent Click Share and a high Add-to-Cart Share.

This tells you that your product isn’t showing up enough for that search term, which means missed opportunities, but when it does, shoppers are very likely to engage and add your item to their carts.

So, what do you do next? You should add these keywords to your product listings, such as titles, bullet points, and backend search terms, and prioritize them in your Amazon PPC campaigns. The goal is to increase your visibility where the buying intent is already strong.

For example, imagine a keyword with just 2% Impression Share but an 18% Click Share. It means you’re barely tapping into potential traffic, but the clicks you do get are solid. This kind of keyword is a prime candidate for testing in sponsored ads or highlighting in your listing to capture more high-intent shoppers.

Benchmarking Competitor Conversion Rates Using the Search Query Performance Report

Amazon’s Search Query Performance Report offers valuable insights into how your competitors are performing. By analyzing their ASIN conversion rates for specific keywords, you can estimate their sales volume.

Here’s a simple step-by-step approach:

1. Identify a target keyword you want to analyze.

2. Find the total number of clicks reported for that keyword in the desired timeframe (e.g., 50,000 clicks).

3. Locate the top-performing ASINs for that keyword along with their Click Share and Conversion Share percentages.

   • Suppose a leading ASIN holds 25% Click Share and 15% Conversion Share.

4. Calculate estimated clicks and sales:

   • Estimated Clicks = 50,000 × 25% = 12,500 clicks

   • Estimated Sales = 12,500 × 15% = 1,875 sales

This process estimates a competitor's sales for a keyword and benchmarks conversion rates, helping you identify areas to improve your listings or ad campaigns for better competition.

Why Using Amazon’s Search Query Performance Report Beats speculation

Many sellers rely on third-party tools for keyword selection, but Amazon’s SQPR provides direct access to actual buyer behavior data from your listings, offering verified impressions, clicks, and conversions instead of just estimates.

Why SQPR stands out:

• Data-Driven Decisions: Identify keywords that boost engagement and sales.

• Competitor Insights:  Compare your performance with top competitors.

• Clear Optimization Focus: Find high-converting keywords to prioritize.

How to put it into action:

• Target keywords with high add-to-cart rates but low impressions and clicks.

• Use these keywords in product listings and PPC campaigns for better visibility.

• Monitor conversion benchmarks for top ASINs and keywords.

• Refine your strategy based on progress.

The payoff? Better visibility, stronger conversion rates, and smarter ad spend that delivers real growth for your Amazon business.

Conclusion

The Amazon Search Query Performance Report equips sellers with invaluable insights that can transform their keyword strategy and overall sales performance. 

By tapping into real buyer behavior data, you gain a clear edge to improve rankings, boost conversions, and drive revenue growth. If you haven’t given it a try yet, now’s the time to jump in and let the insights lead the way. 

And if you ever feel stuck or need some advice on making the most of SQPR, just drop a comment below. My Brand Genius is here to support you in elevating your Amazon business!