SQP

The SQP report is one of Amazon’s most powerful tools for keyword-level performance analysis.
It shows how shoppers discover, evaluate, and purchase products through search, allowing vendors and sellers to optimise keyword targeting, advertising strategy, and listing content based on real behavioural data.

Where It’s Found:

• Available in Brand Analytics (for Brand Registered sellers and vendors).
• Accessible via Seller Central, Vendor Central, or the SP-API (Selling Partner API) under Brand Metrics.

What SQP Measures:
Each row in the SQP report represents a unique customer search query and includes performance data across the purchase funnel:Key Insights Derived from SQP:

1. Keyword Opportunity Mapping: Identify high-volume search terms where your brand underperforms.
2. Competitive Benchmarking: Compare your click and purchase share against competitors.
3. Advertising Optimisation: Refine Sponsored Products and Sponsored Brands targeting to align with top-performing queries.
4. Content Strategy: Optimise titles, bullet points, and backend keywords based on real search data.
5. Conversion Funnel Analysis: Detect where customers drop off - impressions, clicks, or purchase stages.

Benefits for Vendors and Sellers:

• Data-driven keyword strategy: Move beyond guesswork by using Amazon’s actual search behaviour data.
• Better ad ROI: Focus budget on proven, high-intent keywords.
• SEO alignment: Adjust listings for top-converting search queries.
• Category insights: Understand seasonal or trending search patterns.

Benefits for Amazon:

• Marketplace health: Encourages high-quality listings that match customer intent.
• Ad ecosystem growth: Drives smarter bidding strategies and keyword competition.
• Customer satisfaction: Improves relevance of search results.

Example:
For the search query “wireless earbuds”, the SQP report might show:

• Impressions: 1,200,000
• Clicks: 60,000
• Brand Click Share: 8%
• Add-to-Cart Share: 6%
• Purchase Share: 5%

This indicates the brand has good visibility but could improve conversion through better product content or competitive pricing.

Why It Matters:
The SQP report turns search behaviour into actionable insight.
It helps brands understand which keywords truly drive performance and how effectively they capture customer attention and sales along the Amazon search journey.

In short:
SQP (Search Query Performance) is a Brand Analytics report that reveals how customers interact with specific Amazon search terms - showing impressions, clicks, and conversions to help brands optimise SEO and advertising for maximum visibility and sales.