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Amazon SQP Reports: How to Turn Search Query Performance Data Into Sales

Amazon's Search Query Performance (SQP) report shows you the exact searches shoppers typed before buying products like yours — including queries where you never appeared. Read it weekly, compare your share against the top clickers, and you get a ranked, data-backed action list: which keywords to target in PPC, which listings to fix, and where competitors are taking your sales.

Most sellers never open SQP because the spreadsheet looks overwhelming. It is actually three simple columns per query — impressions, clicks and purchases — for your ASINs and for the top competing ASINs. The gap between those numbers is your opportunity map. Below is the exact process our team runs every week for client accounts.

Impressions: your visibility score High impressions with low clicks means your main image, title or price is losing the auction before the click even happens.

Clicks: your listing’s first test Strong clicks but weak purchases point to your price, reviews or product page content — not your advertising.

Purchases: where the money is Queries with high purchases but low impression share are your fastest keyword wins — add them to exact-match campaigns first.

What is the Amazon SQP report?

The Search Query Performance report lives inside Seller Central under Brand Analytics. Every week, Amazon shows the top search queries for your category with total searches, impressions, clicks, cart adds and purchases — split between your brand and the top three competing products. Unlike keyword tools that estimate traffic, SQP is Amazon's own first-party data, which makes it the most accurate demand source you have.

How do you turn SQP data into an action plan?

Sort queries into three buckets: queries where you win (defend with exact-match campaigns and strong A+ content), queries where you are visible but not clicked (fix the listing: main image, title, price), and queries where competitors take the sales (new keyword targets with dedicated campaigns). Run the loop weekly — SQP data refreshes every Monday in Seller Central, and the 2026 update added ASIN-level views through the Sponsored Ads console.

“We rebuilt a client's entire keyword map from one quarter of SQP data — and the queries we found are still producing sales a year later. It is the highest-signal free data source on Amazon.”

Reducing ACOS is a weekly loop, not a one-time fix. If you want an experienced team running that loop on your account, our case studies show exactly what the process delivers.

Written by Muhammad Shahid

Amazon PPC & Category Specialist — Founder, Smart Providerr

Muhammad Shahid runs Smart Providerr, an Amazon agency managing PPC, launches and catalog growth for private-label brands. He shares free Amazon growth tactics on the Smart Providerr YouTube channel and works with brands one-on-one through documented case studies.

FAQs

Where do I find the SQP report in Seller Central?

Seller Central → Brand Analytics → Search Query Performance. You need a registered brand (Brand Registry) to access it, and the data refreshes weekly.

Is SQP data accurate?

Yes — it is Amazon's own first-party data on real shopper searches, unlike third-party keyword tools that estimate volume from other sources.

How often should I review SQP data?

Weekly. The report updates every Monday, and quick wins (high purchases, low impression share) are easiest to catch while they are fresh.