The Search Query Performance report, SQP, is an Amazon Brand Analytics report that shows, for each search query that led shoppers to your brand, the total volume of that query and your brand's share of its impressions, clicks, add-to-carts and purchases. It covers organic and sponsored results together, so it answers what share of a search you win overall, not just through ads.
Pick a brand or an ASIN and a reporting period. The report lists the search queries that produced impressions for it, ranked by a search query score, with the query's total volume across Amazon. For each funnel stage it shows three numbers: the total for all products on that query, your brand's count, and your share. Shares are the heart of it, because they are comparable across queries of very different sizes.
Worked example: for the query 'steel water bottle 1 litre', total weekly searches are 18,000. Your brand has 14% of impressions, 12% of clicks, 9% of cart adds and 6% of purchases. The drop from 12% of clicks to 6% of purchases means shoppers who click you choose someone else more often than average. That is a price, image, review or delivery-promise problem, and no bid change will fix it. The reverse pattern, low impression share but high purchase share, says the listing converts well and deserves more visibility, which is where ads come in.
Because SQP counts organic and sponsored together, compare it with the Sponsored Products search term report for the same query to see how much of the share ads are carrying.
Only Brand Registry brand owners see it, and only for their own brand. Queries with small volumes may be omitted, and the report is not real time. It gives shares, not ACoS or spend, so it is a diagnosis tool rather than a bidding sheet. Flipkart has no equivalent brand-share report for sellers; its search term report covers ad traffic only. Blooprint's glossary on blooprint.in explains the search term report, the ads-only cousin of SQP.
The concept SQP measures for ads and organic together.
Learn more →The category-level funnel report for the same brands.
Learn more →Sort every search term by spend, orders and ACoS to find negatives and new keywords.
Learn more →Filter every keyword by ACoS, CVR and spend, then change bids in bulk on Amazon India.
Learn more →SQP stands for Search Query Performance, a Brand Analytics report showing per search query the total volume and your brand's share of impressions, clicks, add-to-carts and purchases.
Brand owners enrolled in Amazon Brand Registry, in Seller Central under Brands, then Brand Analytics. Resellers without Brand Registry do not see it.
Yes. It combines organic and sponsored results. To separate the two, compare it with the Sponsored Products search term report for the same queries.
The search term report covers only your ad traffic and shows spend and ACoS. SQP covers all traffic on a query, from every brand, and shows your share of it, with no spend data.
Monthly for strategy, weekly for your top 20 queries. It is not real time, and single-week swings on small queries are noise.
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