How to Optimize Sales with Amazon Search Query Performance (SQP) Dashboard
Data is the foundation of high performing Amazon storefronts. As advertising costs rise and competition becomes more sophisticated, the ability to monitor, interpret, and act on keyword level performance data is what separates top tier sellers from the rest. This is where the Amazon Search Query Performance Dashboard steps in.
Rolled out under Amazon Brand Analytics, the SQP Dashboard offers brand registered sellers granular insights across the customer journey from impressions to conversions, unlike basic traffic reports or ad metrics, to define search query performance for their own ASINs. This means you can track how shoppers move through the funnel, from seeing your product in Amazon search results to clicking, adding to cart, and eventually purchasing.
The search query performance report Amazon provides is unlike anything thirst party tools can fully replicate, because it uses Amazon’s internal Amazon search data tied to brand performance. In this blog, we’ll explore what the SQP Dashboard is, what metrics it provides, and how you can use it to optimize your listings, advertising strategy, and inventory planning.
What Is Amazon’s Search Query Performance (SQP) Dashboard?
The Amazon Search Query Performance Dashboard is an analytics tool accessible via Brand Analytics for sellers enrolled in Amazon’s Brand Registry. It provides insights into how your products perform for specific search terms, measured across various stages of the purchase funnel.
Whereas previous reports required sellers to infer success from click through rates or sales data alone, SQP offers keyword level transparency. Sellers can now analyze performance on Amazon based on how their listings attract attention, convert interest, and retain customers.
Importance for FBA Sellers
For Fulfillment by Amazon (FBA) sellers, this tool offers unmatched visibility. It goes beyond surface level Amazon search analytics and shows you how your brand is perceived within the market context. If you’re looking to compete in crowded verticals, knowing your CTR relative to the average market CTR can make or break your ad strategy.
It also assists sellers in identifying underperforming keywords, understanding seasonality, and improving listings. For sellers using Amazon API search or third party integrations, SQP data can be layered to improve automation and ad efficiency.
What Information Does the Amazon Search Query Performance Report Provide?
The Amazon Search Query Performance Report provides detailed insights into how your brand performs across specific customer search queries on Amazon. Unlike standard keyword reports that offer high level traffic data, this report gives sellers granular visibility into the full customer funnel form when a search is initiated to when a purchase is made.
It allows sellers to evaluate their performance based on several funnel stages including search impressions, click troughs, cart additions, and purchases, all tied to individual ASINs and search terms. This capability makes it possible to understand exactly how well your products are attracting, engaging, and converting customers at each stage.
For example, if a product receives high impressions for a particular query but fails to generate clicks or purchases, that disconnect may indicate problems with your product title, image, price, or reviews. Having access to this level of detail helps sellers move beyond intuition and base their listing optimizations on quantifiable shopper behavior.
Ultimately, the Search Query Performance Report empowers sellers to align their content, SEO, and advertising efforts with real user intent and interaction data sourced directly from Amazon.
What Metrics Can You Find In The Search Query Performance Dashboard?
Within the Amazon Search Query Performance Dashboard, sellers will find several key performance indicators designed to track how customers interact with their listings after performing a search.
The core metrics available include search term volume, which shows how frequently a given keyword is searched by customers on Amazon; impressions, which detail how many times your product appeared in search results for that keyword; and click through rates, which indicate the percentage of impressions that led to a user clicking in your listings.
Additionally, the dashboard provides data on cart additions and purchase rates, allowing you to trace how often your products are being added to carts and how often those additions convert into actual sales.
What makes these metrics especially powerful is that they are not isolated, they are presented in a funnel based structure, letting sellers track the customer journey from keyword input to final transaction. The dashboard also includes share based metrics such as click share and purchase share, which help you understand your brand’s performance relative to others for the same search term.
These advanced KPIs make the SQP dashboard a crucial tool for anyone serious about using Amazon search data to optimize product listings and improve both organic and paid performance outcomes.
How to Use the Amazon Search Query Performance Dashboard to Your Advantage
Effectively using the Amazon Search Query Performance Dashboard requires more than checking numbers, it involves understanding patterns, diagnosing performance gaps, and taking actionable steps to improve listings quality and marketing strategy. The data enables sellers to identify search terms where their products are receiving visibility but not conversions, which can signal the need to improve images, pricing, or customer reviews.
Conversely, keywords that result in high click through and purchase rates should be prioritised in both organic SEO and advertising campaigns, as they demonstrate proven buyer intent. Sellers can also compare performance over time to identify seasonal trends or detect shifts in customer behavior, enabling timely updates to listings or inventory.
Additionally, the dashboard is particularly valuable for refining Amazon PPC strategies. Instead of bidding blindly on broad match keywords, sellers can use performance metrics to determine which search terms are driving profitable traffic and eliminate wasteful spend on low converting queries.
FAQs
1. What Is The Amazon Search Query Performance Dashboard?
It is a Brand Analytics tool for sellers that provides detailed funnel level metrics for keywords your product appears for, including impressions, clicks, carts, and purchases.
2. How Do I Access The Amazon Search Query Performance Dashboard?
You must be enrolled in Amazon Brand Registry. Once approved, access the Amazon Business dashboard, then go to Brand Analytics > Search Query Performance.
3. What Metrics Does The Amazon Search Query Performance Dashboard Provide?
You will see data like impression share, click share, cart add share, and purchase share at the keyword level, tied directly to your ASIN.
4. How Can I Use The Data From The Amazon Search Query Performance Dashboard?
Use it to optimize PPC campaigns, improve listings, prioritize keywords, and reduce ad spend on ineffective terms. It enhances decision making with precision.
5. What Is The Significance Of Having An Amazon Seller Account?
Only sellers with Brand Registry can access SQP. An active seller account with brand ownership gives you access to Amazon’s most advanced Amazon search for a seller tools.
6. How Does Forceget Help In Optimizing Amazon Listings?
At Forceget, we support sellers by combining data from tools like the Amazon search query performance dashboard into their FBA prep and shipping workflows. From keyword specific bundling strategies to predictive inventory planning, we align operational logistics with marketing intelligence.
7. What Makes Forceget Different From Other eCommerce Logistics Companies?
Forceget combines global logistics infrastructure with eCommerce data integration. We don’t just ship, we help you sell smarter. Our systems ensure that every insight from Amazon search analytics informs how products are shipped, stocked, and priced.