Search query performance
Your campaign data shows what you're bidding on, but Amazon's Search Query Performance (SQP) data shows what shoppers actually typed before they clicked and bought your product, including the organic traffic your ads never touch. That's the gap this page fills: growing keywords you haven't capitalized on, and declining ones worth a second look, straight from Amazon Brand Analytics.
Before you start
- At least one Amazon account connected
- Your seller account connection enabled (Brand Analytics data requires a Selling Account)
- Brand Registry enrollment on at least one brand
If no ASINs appear, you'll see a Check Amazon Connections prompt. Verify your Amazon account connection and Brand Registry enrollment first.
Two views
| View | What it shows |
|---|---|
| Search Queries | Weekly SQP data for one ASIN at a time, with week-over-week coloring |
| Brand View | All your ASINs at once, aggregated |
Your selected view persists in the URL, so refreshing or sharing the link keeps the same tab.
Search Queries view
Pick an ASIN from the selector, then choose between Totals (one row per search query, the default) and Weekly (a full week-by-week matrix for power users tracking trends over time).
Each row shows search volume, click share, and purchase share: how much of the click and purchase activity for that query went to your product versus everyone else's. Cell backgrounds are colored by week-over-week change: strong green for a query gaining traction fast, strong amber for one losing it, fading toward gray for roughly flat weeks. That gradient makes it easy to scan a long table and spot the outliers without reading every number.
Above the table, a conversion funnel summarizes impressions through purchases for the selected ASIN, giving you the shape of the shopping journey before you dive into individual queries.
Brand View
Brand View aggregates the same underlying metrics (conversion rate, click share, purchase share) across every ASIN in your account, so you can compare products against each other instead of scanning one at a time.
Pinned ASINs
Click Pinned ASINs to keep a shortlist of products you check regularly, so you don't have to re-search for them every visit.
Data freshness
SQP data refreshes weekly (Wednesdays) from Amazon Brand Analytics. A "Data updated" timestamp under the table tells you how current the numbers are.
Related
- Recommendations, turn a rising or falling keyword into an action
- Managing targets, add a keyword you've spotted here as a target