Amazon’s Search Query Performance Report: Your Strategic Weapon for 2025 Growth

What happens between a shopper types “wireless earbuds” into Amazon’s search bar and clicks “Buy Now”? The answer lies in one of the most underutilized gold mines available to brand owners: Amazon’s Search Query Performance (SQP) Report.

This isn’t just another data tool — it’s your blueprint for dominating search rankings, optimizing your ads, and turning visibility into actual revenue.

What Is the Search Query Performance (SQP) Report?

Amazon’s SQP Report is available to brand-registered sellers inside Brand Analytics, and it offers a search-to-sale breakdown for every query related to your catalog.

It shows:

• Search Query Volume – How many shoppers searched a specific term.
• Impressions – How often your product appeared in those searches.
• Clicks – How many times shoppers clicked on your product.
• Click-through rate (CTR) – The ratio of clicks to impressions.
• Purchases and Conversion Rate – How many clicks turned into orders.

But this goes beyond just numbers — the SQP Report shows exactly where your organic ranking, ad performance, and listing optimization are succeeding (or failing).

Why SQP Is a Game-Changer in 2025

The Amazon marketplace is more competitive than ever. With rising CPCs, new ad types, and evolving customer behaviors, relying on intuition is no longer enough. The SQP Report gives you clarity in the chaos by letting you:

1. Discover High-Intent Keywords That Actually Convert

Instead of guessing or relying solely on tools like Helium 10 or Jungle Scout, SQP tells you what’s already working — using your own catalog and actual Amazon shopper data.

2. Align Organic and Paid Strategy

Double down on keywords that show both high search volume and conversion so you can scale ad performance without increasing wasted spend.

3. Optimize Listings Based on Buyer Behavior

Low CTR? That’s an image or title problem. Low conversion rate? It could be your price, reviews, or product page. SQP tells you exactly where to look.

4. Monitor Competitive Positioning

The report shows your brand share of each search query, letting you benchmark performance, spot rising competitors, and build a response strategy.

How to Use the SQP Report to Drive Sales

Want to actually turn data into profit? Here’s how the best Amazon sellers are leveraging SQP:

Identify Your Top Revenue-Driving Search Terms

• Focus on queries that not only generate traffic but also convert.
• Add them to your titles, bullets, and backend search terms.
• Match ad copy and images to shopper intent.

Improve Click-Through Rate (CTR)

• If CTR is low but impressions are high, it’s time to test new main images, titles, and even pricing.
• Consider A/B testing with Manage Your Experiments.
  

Maximize Conversion Rates

• Use conversion data to test and tweak product detail pages.
• Add or enhance A+ Content, social proof, and benefit-focused bullets.

Reallocate PPC Spend Based on Real Behavior

• Stop wasting spend on keywords that don’t convert organically.
• Boost campaigns that are already showing high purchase intent.

Track Changes Over Time

• Use SQP on a weekly or monthly cadence to monitor the impact of your changes and spot new trends early.
• Pair it with other reports like Search Term Impression Share and Market Basket Analysis for a full-funnel view.

Common Mistakes to Avoid

Many brands fail to capitalize on SQP simply because they:

• Don’t check it regularly
• Only look at top keywords instead of the full funnel
• Ignore conversion rate signals
• Separate listing optimization from advertising strategy

SQP is not a standalone tool. It works best when combined with your content strategy, SEO, and PPC planning.

Pro Tip: Combine SQP + Amazon Marketing Cloud (AMC)

For brands scaling aggressively in 2025, combining SQP insights with Amazon Marketing Cloud (AMC) unlocks next-level targeting and measurement. While SQP shows what people search, AMC shows what they do across your ads and listings — helping you retarget smarter and attribute revenue more accurately.

Final Thoughts

The brands that grow on Amazon in 2025 aren’t relying on guesswork. They’re using first-party data to outmaneuver the competition.

Amazon’s Search Query Performance Report gives you that data — in your vertical, for your catalog, based on real customer behavior.

If you’re not using it, you’re leaving money (and ranking) on the table.

Want Expert Help?

At PAS, we help brands turn SQP data into actionable strategies. From keyword planning to ad optimization and listing refinement, we know how to turn Amazon’s tools into your growth engine.

Let’s talk. Reach out to see how we use SQP to help brands scale — profitably.