Search Query Performance
Last updated: March 17, 2026
Search Query Performance defined
The Search Query Performance dashboard (SQP) is an advanced analytics tool within Amazon Brand Analytics. It shows you how customers discover and interact with your products through search – from the first impression all the way to the purchase.
Unlike the general search terms report, which shows all of the top keywords on Amazon, the Amazon Search Query Performance dashboard focuses on your own search queries. You can see how your brand performs for specific search queries – including impressions, clicks, cart adds, and purchases.
Availability:
The Search Query Performance dashboard has been available in the United States and Germany since fall 2022. It is part of Brand Analytics and requires enrollment in Amazon Brand Registry.
Table of contents
Access and requirements
The Search Query Performance dashboard is part of Brand Analytics and requires:
- Enrollment in Amazon Brand Registry
- A registered trademark
- Active sales on the respective marketplace
How to find the dashboard:
- 1. Log in to Seller Central
- 2. Go to “Brands” → “Brand Analytics”
- 3. Select “Search Query Performance”
The most important metrics in the dashboard
The SQP dashboard maps the entire search funnel – from the first impression to the purchase:
1. Search Query Volume
How often was the search query entered during the selected period? This metric shows the absolute demand for a term.
2. Impressions
How often were your products shown in the search results for this term? High impressions mean good visibility.
3. Clicks
How often did customers click on your products? The click-through rate (CTR) is derived from clicks/impressions.
4. Cart Adds
How often was your product added to the cart after the click? This shows customers' purchase intent.
5. Purchases
How many purchases were made via this search query? The conversion rate is derived from purchases/clicks.
Additional metrics:
- Impression Share: Your share of all impressions for this search query
- Click Share: Your share of all clicks
- Purchase Share: Your share of all purchases
Brand View vs. ASIN View
The dashboard offers two different views for different analysis purposes:
Brand View
- Shows the aggregated performance of all of your brand's products
- Top 1,000 search queries for your entire brand
- Time periods: weekly, monthly, quarterly
- Ideal for: overall overview and brand positioning
ASIN View
- Shows the performance for a single product
- Top 100 search queries per ASIN
- Detailed analysis at the product level
- Ideal for: listing optimization and keyword prioritization
Practical application: optimization strategies
The SQP dashboard delivers valuable insights for various optimization areas:
Spot funnel optimization opportunities
High impressions, low clicks? Your main image, title, or price isn't compelling enough. Optimize the listing.
High clicks, low purchases? The product page isn't converting. Check the description, reviews, A+ Content, and price.
Improve keyword targeting
Keywords with a high CTR and conversion rate should be prioritized in your PPC campaigns. Keywords with many impressions but poor performance can be excluded as negative keywords.
Analyze share of voice
Compare your Impression Share and Purchase Share. If your Purchase Share is higher than your Impression Share, you have a strong listing. If it's the other way around, there's room for optimization.
Identify seasonal trends
Analyze the data across different time periods to identify seasonal fluctuations and plan your advertising budget accordingly.
Keep the limitations in mind:
- Only search queries for which your products received impressions are shown
- You do not see the terms your products fail to appear for
- The ASIN View only shows the top 100 search queries per product
Frequently asked questions (FAQ)
What is the difference compared to the Search Term Report?
The Search Term Report from the Advertising Console only shows search terms from your paid campaigns. The SQP dashboard, on the other hand, shows all search queries – organic and paid – and additionally offers the complete funnel with share metrics.
How often is the data updated?
The data is updated weekly, with a lag of about one week. You can choose between weekly, monthly, and quarterly time periods.
Can I combine the data with PPC data?
Yes, and it's highly recommended. Export both data sources and compare them in Excel or a BI tool. This shows you which keywords perform well organically and where you should give a boost with advertising.
Why don't I see data for some ASINs?
The SQP dashboard only shows data for ASINs that have generated enough impressions. New products or those with very low visibility may not appear in the report.
Related terms
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