Amazon SQP Guide: Discover High-Converting Keywords
Amazon’s search bar is the starting point—and often the finishing point—of a shopper’s buying journey. That’s why the Search Query Performance (SQP) report is such a valuable resource for brand-registered sellers, even though many still don’t use it to its full potential.
The SQP report is much more than a dataset. It reveals exactly what customers are searching for, how they interact with your listings, and where you may be unknowingly falling behind competitors.
This guide breaks down how to extract keyword opportunities from the SQP report and transform them into measurable improvements in both your organic SEO and advertising performance.
What Is Amazon’s Search Query Performance Report?
Amazon’s SQP report is available in Brand Analytics for Brand Registered sellers. It provides insights into top customer search terms and your brand’s share of impressions, clicks, add to carts, and purchases across weeks or months.
In simple terms, it highlights how your brand or specific ASINs perform against real customer queries—making it one of the most reliable tools for understanding customer intent and discovering keyword opportunities.
Why Use SQP for Keyword Discovery?
Traditional keyword tools rely heavily on estimates. While helpful, they lack detailed performance information tied directly to your brand. SQP uses real Amazon customer behavior, making it the most accurate keyword source available.
With SQP, you can identify missed keyword opportunities, uncover high-intent terms not included in your listing, fine-tune your ad targeting, and optimize your content for better visibility and conversions.
Step-by-Step: How to Extract Search Terms from SQP
Start by going to Brand Analytics > Search Query Performance in Seller Central, then download the weekly or monthly report at either the brand or ASIN level depending on what you want to analyze.
Next, sort and filter columns such as Search Query, Search Frequency Rank (SFR), Impression Share, Click Share, and Conversion Share. Remove branded queries unless you’re evaluating your brand reach. Focus instead on relevant, high-intent search terms.
Then evaluate performance gaps:
• Are there highly searched terms where you have little or no impression share?
• Are impressions high but click share low? This may signal listing issues.
• Do you see strong click share but weak conversion share? That could be a pricing, relevance, or review-related challenge.
These gaps highlight your key keyword opportunities.
After spotting promising queries, expand your keyword list by exploring variations, analyzing competitiveness, and checking long-term keyword patterns. This helps build a more complete and informed keyword portfolio.
Finally, place these harvested keywords strategically throughout your product listings. Use top-performing terms in your title, add mid- and long-tail terms to bullet points and descriptions, and tuck remaining relevant terms into backend fields. Test underperforming but high-intent terms through PPC to increase organic visibility over time.
Example
Imagine you’re selling a “Reusable Silicone Food Storage Bag.” In the SQP report, you find:
• “reusable food bags”: popular but low click and purchase share
• “silicone lunch bag”: low visibility despite demand
• “eco friendly ziplock bags”: weak engagement but strong search activity
This tells you there’s significant search demand, but your listing isn’t capturing enough attention or conversions, turning these queries into keyword opportunities.
Final Tips
Check your SQP data monthly to track shifts in customer behavior and to monitor performance improvements from your optimizations.
Use SQP to adjust your keyword and PPC strategy around seasonal events, from holidays to Prime Day.
Ultimately, SQP isn’t just a report—it’s a powerful keyword discovery tool. Sellers who use it consistently can improve visibility, boost traffic, and win more conversions by aligning their listings with real customer intent.
Dive into your SQP data and start uncovering the high-converting search terms you’ve been missing.
