Amazon Search Query Performance Report Guide (2026)

Most Amazon sellers are flying blind. They're spending thousands on PPC, tweaking listings, and wondering why sales aren't scaling—all while ignoring the most powerful data source Amazon gives them for free.

The Search Query Performance Report is Amazon's first-party data goldmine that shows exactly which keywords are driving impressions, clicks, add-to-carts, and purchases. Unlike third-party tools like Helium 10, this report gives you keyword-level conversion data and market share insights you can't get anywhere else.

In this guide, I'll break down everything you need to know about the Search Query Performance Report, including how to find it, what each metric actually means, and the exact strategies we use at GigaBrands to scale brands from $30K/month to $150K/month while maintaining 35%+ profit margins.

Published February 2026

What Is the Search Query Performance Report?

The Search Query Performance Report (SQPR) is a Brand Analytics feature that shows how your products perform across 1,000 of your most relevant keywords. It tracks the complete search funnel: impressions, clicks, add-to-carts, and purchases—all broken down by individual search terms.

Here's what makes it different from third-party tools:

• First-party data: Amazon's own data, not estimates

• Unique search volume: Real customer searches, not inflated click counts

• Keyword-level conversions: See which terms actually drive purchases

• Market share tracking: Compare your performance against total market data

The catch? Amazon's calculation methods are complex, and most sellers misinterpret the data. Understanding how Amazon attributes purchases and calculates metrics is critical to using this report effectively.

How to Find the Search Query Performance Report

You need Brand Registry to access this report. Here's the exact path:

• Go to Amazon Seller Central

• Click the hamburger menu (left sidebar)

• Navigate to Brands > Brand Analytics

• Click Search Analytics > Search Query Performance

Amazon doesn't make this easy to find—it's one of their most valuable reports, yet it's buried several menus deep.

Once you're in, you'll see two view options:

• Brand View: Shows 1,000 keywords across all your products (use this one)

• ASIN View: Breaks down performance by individual products

For most sellers, Brand View gives you the strategic insights you need to optimize your catalog and PPC campaigns.

Understanding Search Query Performance Metrics

Let's break down what each metric actually means and why Amazon's calculations are trickier than they appear.

Search Query Volume

This is Amazon's unique search volume—meaning one customer searching for "dog food" counts as one search, regardless of how many times they search that term in a day.

This is different from Helium 10's search volume, which counts every click to a product detail page as a search. Neither is "wrong"—they just measure different things. Amazon's number gives you true customer demand, while Helium 10 shows engagement volume.

Impressions

An impression is counted when your product loads on a search results page. Here's where it gets tricky:

• Desktop: When the page loads, all ~50 visible products get impressions immediately

• Mobile: Amazon uses lazy loading, so only ~15 products get impressions initially as the customer scrolls

This is why you'll see 10 million impressions on a keyword with only 400,000 searches. Each search generates multiple impressions across different products.

Your Brand Impression Share is the percentage of total market impressions your products capture. This tells you your visibility in the market.

Clicks

This is the most straightforward metric—how many times customers clicked on your product from search results.

Click Share is your percentage of total market clicks. If your click share is higher than your impression share, your main image and title are outperforming the competition.

Add-to-Cart

Here's where attribution gets complex. Amazon only attributes an add-to-cart if the customer adds the exact product they clicked on.

If you have a parent listing with multiple variations and a customer clicks Product A but adds Product B to their cart, that add-to-cart won't show up in this report for the keyword they used.

This means add-to-cart data is most reliable for single-ASIN products or listings with 2-3 variations.

Purchases

Amazon uses a 24-hour attribution window. If a customer adds your product to their cart but waits more than 24 hours to purchase, that sale won't be attributed in this report.

This is why your purchase numbers in SQPR will look lower than your actual sales. The report isn't showing all your sales—just the ones directly attributable to specific keywords within 24 hours.

The most important metric isn't raw purchase count—it's Purchase Share: your percentage of total market purchases on that keyword.

How to Calculate Critical Performance Metrics

The Search Query Performance Report doesn't show you everything—but you can calculate the metrics that matter by combining the data Amazon gives you.

Click-Through Rate (CTR)

Formula: Brand Clicks ÷ Brand Impressions

Compare your CTR to market CTR (Total Clicks ÷ Total Impressions). If yours is higher, your main image and title are working. If it's lower, you need creative optimization.

Add-to-Cart Rate

Formula: Brand Add-to-Carts ÷ Brand Clicks

This tells you how compelling your product detail page is. A low add-to-cart rate compared to market average means your price point, images, or A+ content need work.

Premium products typically have lower add-to-cart rates than the market average, which is normal—but if you're priced competitively and your rate is still low, you have a conversion problem.

Cart-to-Purchase Rate

Formula: Brand Purchases ÷ Brand Add-to-Carts

On average, 60% of customers who add your product to cart will drop off before purchasing. If your cart-to-purchase rate is significantly lower than market average, you have a pricing or trust issue.

Conversion Rate

Formula: Brand Purchases ÷ Brand Clicks

This is your keyword-level conversion rate. Generic, high-volume keywords will have lower conversion rates than specific, long-tail terms.

Track this metric by keyword to understand which search terms are actually profitable, not just generating traffic.

How to Use Search Query Performance to Scale Sales

Here are the exact strategies we use at GigaBrands to identify opportunities and optimize campaigns.

Strategy 1: Find High-Opportunity Keywords

The best keywords to target are ones where your Purchase Share is higher than your Impression Share—but only if your impression share isn't already maxed out.

Here's how to calculate maximum impression share:

• Total Market Impressions ÷ Search Volume = Average impressions per search (~25 on average)

• You can hold up to 2 placements per search (1 organic + 1 sponsored product)

• Maximum realistic impression share: 2 ÷ 25 = 8% (practically, aim for ~5%)

If your impression share is below 5% and your purchase share is higher than impression share, you're converting well but not visible enough. The solution? Increase ad spend or bids on that keyword.

This is low-hanging fruit—you're already proving the keyword converts for you. You just need more traffic.

Strategy 2: Track Market Share Weekly

Download the Search Query Performance Report weekly and track your Purchase Share and Click Share by keyword over time.

This tells you whether your competition is gaining ground or if you're maintaining dominance. When you're growing, you'll face more competitors trying to take your sales—tracking market share lets you see it happening before it impacts revenue.

Use the "Comprehensive View" when exporting data. It includes all available metrics and gives you the raw data you need for analysis.

Strategy 3: Identify Creative Optimization Needs

Compare your Impression Share to Click Share:

• Click Share > Impression Share: Your main image and title outperform the market. This is a green light for relevancy.

• Click Share < Impression Share: Your creative is underperforming. You're getting visibility but losing clicks to competitors.

If your CTR is lower than market average, test new main images optimized for mobile (where 60-70% of purchases happen).

Strategy 4: Diagnose Conversion Issues

If your Click Share is high but your Add-to-Cart Share is low, you have a product detail page problem—not a traffic problem.

This usually points to:

• Price point issues (you're too expensive)

• Weak A+ content or bullet points

• Poor secondary images or lifestyle shots

• Low review count or rating

Don't throw more money at PPC if you have a conversion problem. Fix the page first, then scale traffic.

Strategy 5: Monitor Market Size Changes

Track Total Market Impressions and Purchases week over week. This tells you if the market itself is growing or shrinking.

If your sales increased 40% but the market grew 60%, you actually lost market share—your competitors outperformed you. Conversely, if your sales dropped but you gained market share, that's a positive signal in a shrinking market.

This context is critical for making strategic decisions. A sales dip during a market contraction might not require action, while a sales increase during market expansion could signal you're losing ground.

First-Party Data vs. Third-Party Tools

Both Amazon's Search Query Performance Report and tools like Helium 10 are important—they serve different purposes.

Amazon Search Query Performance Report:

• True customer search volume (unique searches)

• Keyword-level conversions

• Market share insights

• Only includes Sponsored Products (top of search and rest of search)

• Doesn't include Sponsored Brands, Sponsored Display, or Video ads

Helium 10 and Other Tools:

• Broader keyword research capabilities

• Competitor tracking across multiple marketplaces

• Product research and opportunity identification

• Search volume based on engagement (inflated but useful for relative comparison)

The Search Query Performance Report is best for tracking performance on keywords you already know matter. Third-party tools are best for discovering new opportunities and researching competitors.

Use both.

How to Export and Track Your Data

Amazon only stores Search Query Performance data for about 18 months. Download it regularly, even if you're not actively analyzing it yet.

How to export:

• Open the Search Query Performance Report

• Click Generate Download

• Select Comprehensive View (not Simple View)

• Save the file with a date stamp (e.g., "SQPR_2026-02-15.xlsx")

Store these reports as data assets. You'll want historical data when you need to analyze year-over-year trends or answer questions like "How did we perform in Q4 2024 vs. Q4 2025?"

If you want automated tracking without manual exports, platforms like My Real Profit integrate Search Query Performance data with your PPC campaigns and show weekly trends, market share changes, and performance benchmarks in one dashboard.

Common Mistakes Sellers Make

Mistake 1: Ignoring the Report Because Purchase Counts Look Low

Small brands ($20K-$30K/month) often see purchase counts of 1-3 units per keyword and assume the report is broken. It's not—Amazon's 24-hour attribution window and variation-switching behavior just means not all sales get attributed.

Focus on percentages (Purchase Share, Click Share) rather than raw counts.

Mistake 2: Maxing Out Visibility on Low-ROI Keywords

Just because you can increase impression share doesn't mean you should. If you're already at 5% impression share on a keyword, pushing to 6% will cost exponentially more for minimal return.

Identify where you're underpenetrated on high-converting terms instead.

Mistake 3: Optimizing for Desktop When 60%+ of Sales Are Mobile

Most sellers test their listings on desktop because that's where they work. But the majority of purchases happen on mobile, where images, titles, and bullet points display completely differently.

Always optimize for mobile first.

Mistake 4: Treating All Keywords Equally

Generic, high-volume keywords have lower conversion rates than specific long-tail terms. Don't panic if your conversion rate on "dog food" is 2% while "grain-free salmon dog food for sensitive stomachs" is 12%.

That's normal. Track performance by keyword type, not as a blended average.

The 20% That Drives 80% of Results

Amazon is complex. You could spend 80% of your time on tasks that don't move the needle—updating logos, tweaking minor copy, obsessing over cost reduction.

The Search Query Performance Report helps you isolate the 20% of actions that will actually scale your business:

• Identify high-converting keywords where you're underindexed on visibility

• Increase ad spend or bids on those terms

• Track market share to see if competitors are taking ground

• Fix conversion issues before scaling traffic

• Optimize for mobile, where most sales happen

Everything else is secondary.

Take Action

Watching this video or reading this guide won't scale your business. Implementation will.

Here's what to do next:

• Download your Search Query Performance Report (Comprehensive View)

• Calculate CTR, add-to-cart rate, and conversion rate for your top 20 keywords

• Identify 3-5 keywords where Purchase Share > Impression Share and impression share < 5%

• Increase ad spend on those keywords by 20-30%

• Track results weekly and adjust

If you're doing under $30K/month on Amazon, focus on foundational optimization—creative, catalog, and SEO—before diving deep into SQPR. If you're at $30K-$150K/month and feeling stuck, the Search Query Performance Report is one of your best tools to break through.

Work With GigaBrands

At GigaBrands, we've scaled brands from $30K/month to $150K/month in under six months while maintaining 35%+ profit margins. We don't just run PPC—we optimize the entire flywheel: creative, catalog, SEO, reporting, and advertising.

If you're generating $30K-$200K/month on Amazon and need help scaling, we offer:

• Free A-to-Z Amazon audits: Complete analysis of your catalog, creative, PPC, and growth opportunities

• Custom growth strategy: Not just what's broken—how to fix it and scale profitably

• Full-service management: Creative, PPC, catalog optimization, and reporting

Download our free Amazon playbook: https://resources.gigabrands.ai/ Book a free strategy call: https://calendly.com/d/crft-5qs-x9w

Amazon is still incredibly profitable—you just need the right data, the right strategy, and the discipline to execute consistently. The Search Query Performance Report gives you the data. The rest is up to you.

Hunter Harris is the founder of GigaBrands, an AI-assisted Amazon growth agency managing 50+ brands with over $205M in total Amazon sales.