How do I use the Search Query Performance report?
The Search Query Performance report shows how your brand and each ASIN perform on specific search terms: impressions, clicks, cart adds, purchases, and market share. Use it to prioritize keywords where you have search-share upside, not just current conversion.
What to look at first
Search terms where your click share is below your purchase share (you convert well when they find you). Search terms where impression share is high but purchase share is low (listing or price problem).
How to act
Under-clicked winners: raise PPC bids and improve main image. Under-converting terms: fix the listing (A+ Content, price, reviews). Missing terms with big market share: add them to titles and backend.
Frequently asked questions
Is Search Query Performance the same as Search Terms Report?
No. Search Terms Report is your ad campaign search terms; SQP is market-wide.
How often is SQP updated?
Weekly and monthly aggregations. Weekly for tactical, monthly for strategic.
Does SQP require Brand Registry?
Yes.
See this in Nova
Nova surfaces this metric per SKU in near real time so you can act before your next monthly close catches it.
Try Nova free for 14 daysRelated questions
What is the difference between Amazon Business Reports and Brand Analytics?
Business Reports show what happened on your listings: sessions, page views, buy box, unit-session percentage. Brand Analytics shows what shoppers did across the whole marketplace: which search terms drove clicks and purchases, which ASINs share cart with yours, and repeat purchase behavior.
What is Market Basket Analysis on Amazon and how do I use it?
Market Basket Analysis in Brand Analytics shows which ASINs are most frequently purchased together with yours in the same order. Use it to find bundle candidates, cross-sell opportunities in A+ Content, and PPC ASIN targeting for complements.
How often should I harvest keywords from Amazon PPC?
Weekly for active accounts, bi-weekly for smaller ones. Pull the search-term report from the last 7 to 14 days, promote high-converting search terms into exact-match campaigns, and add wasteful ones as negatives. Any longer than 2 weeks and you burn budget on losers.
What is the right way to use Amazon backend keywords?
Fill the 250-byte search terms field with lowercase, comma-free tokens. No duplicates, no brand names you do not own, no misspellings Amazon already corrects, no competitor names. Include synonyms, use-cases, and Spanish or French translations if you sell in bilingual marketplaces.
How do I build an ASIN-level P&L from Amazon reports?
Combine settlement data (revenue, fees, refunds), advertising reports (ad spend per SKU via product-level attribution), and your COGS file. Roll up weekly and monthly per ASIN. Most sellers underestimate refunds and product-level PPC when they build this themselves.