Amazon Search Query Performance (SQP): How to Read It for Keyword Research

Amazon’s Search Query Performance (SQP) dashboard lists the searches that led shoppers to your products. For each search it shows how many times shoppers searched it, then the impressions, clicks, cart adds and purchases: the total for all products, your count and your share. It sits in Amazon Brand Analytics, so you need Brand Registry. Use it to find searches where you are seen but lose the click or the sale.

Correction (10 October 2026): an earlier version of this page said, in our own words, that SQP has no historical view and shows nothing about competitors. Both were wrong. The first repeated a SmartScout marketing claim: Amazon’s documentation shows the dashboard covering one period at a time, but past weeks, months and quarters can be opened, and Amazon says Brand Analytics data usually goes back three years. On the second, SQP shows the combined total for all products on each search beside your own count and share. That version also implied that SmartScout’s years of SQP history come with every SmartScout plan, Basic included; SmartScout’s pricing page lists historical SQP only from Essentials.

Where SQP is and who can open it

SQP is one of three dashboards in the Search Analytics menu of Brand Analytics (Seller Central, then Brands, then Brand Analytics). You need a Professional selling account and the Brand Representative role for a brand enrolled in Brand Registry. Our Amazon Brand Analytics Search Analytics guide covers access, cost and the other two dashboards.

What Amazon’s documentation says about the report itself:

• Two views. The Brand View has one row per search for your whole brand, up to 1,000 searches. The ASIN View has one row per search for a single ASIN, up to 100 (Brand Analytics best practice guide, last updated 8 August 2023).
• Which searches appear. Amazon selects them “based on their overall performance in search results” and ranks them by search query score. The counts include organic and Sponsored Products results from the search results page and exclude widgets such as “Top Rated” and “New Arrivals”.
• Periods. Weekly, monthly or quarterly, one period at a time: Amazon’s API documentation says a request can’t span more than one, and that weeks run Sunday to Saturday.
• Freshness and history. Data is generally available within three days of a period closing. Amazon’s Brand Analytics guide (8 October 2025) says Brand Analytics data in general usually goes back three years; it gives no separate figure for SQP.
• Attribution. The 2023 guide says purchases are attributed to the last touch, with the search, click, cart add and purchase inside 24 hours, and that Amazon was working on a longer window.

What each SQP column means

The dashboard is behind a Seller Central login, so we describe its columns from Amazon’s public documents: the guide’s mock-up and Amazon’s API definition of the same report. Labels in your dashboard may be worded a little differently. “Your” means your brand in the Brand View and one ASIN in the ASIN View.

SQP rates divide by searches, not impressions

Amazon defines the SQP click rate as clicks divided by search query volume, and the cart-add and purchase rates work the same way. In Search Catalog Performance, the click rate is clicks divided by impressions and the conversion rate is purchases divided by clicks. A click rate copied from one report into the other compares two different things.

To judge your own performance, use the shares. Each share is your count divided by the total for that search at the same stage, so shares can be compared all the way down the funnel.

How to read SQP: find the stage where your share drops

Follow your share from impressions to clicks to cart adds to purchases. The stage where it falls is where shoppers leave you for another product. Amazon’s guide gives this example: “if for a specific query you have 3% Brand share on Impressions, but 1% Brand share on Clicks, you may want to check pricing on similar products.”

SQP tells you where the loss happens, not why, so treat the third column as a list of suspects. The median price columns help with one of them: if the median price of clicked products on a search sits well below yours, price is one likely reason for a weak click share.

Two more readings from Amazon’s guides:

• Branded searches. The 2023 guide suggests downloading the Brand View and filtering for searches that contain your brand name, to see how much of your traffic and purchases come from shoppers who already know you.
• Delivery speed. The 2025 guide points to the delivery columns as a way to see how same-day shipping contributes to sales. If most purchases on a search go to products showing a same-day or one-day message, check whether your offer shows the same message there.

Using SQP for keyword research

SQP is strongest on searches you already appear on:

• It shows which searches sell your products, with purchases counted by Amazon rather than estimated.
• It gives Amazon’s own search count for those searches. That makes it the best check on a keyword tool’s numbers. Helium 10’s help center, for example, says its search volumes come from its own models; our guide to how Helium 10 gets its data explains which of its numbers are estimates. Compare a month of SQP search query volume with the tool’s monthly estimate for your ten biggest searches. If the gaps are large and consistent, adjust how far you trust the tool on terms you can’t check.
• It shows high-volume searches where your share is low, which are candidates for listing copy and exact-match ads.

It can’t help with:

• Searches you don’t appear on. They aren’t in the report. Use Top Search Terms, which covers the whole store, plus a reverse-ASIN tool such as Helium 10 Cerebro on competitors’ listings, or another from our keyword research tools comparison.
• Long tails in large catalogs. With the 2023 caps of 1,000 searches per brand and 100 per ASIN, the smallest searches can fall off the list.
• Naming competitors. SQP shows totals, not who took the rest. Amazon’s 2023 guide describes a Search Query Details view, opened from the ASIN View, that lists the top 10 ASINs for a search; we can’t confirm from outside Seller Central that it is unchanged.

Tools that import SQP data

Some seller tools import SQP data from your connected Amazon account. We checked the public pages and help articles of three on 10 October 2026. Each reads your own account’s data, so none of them can show SQP without your Brand Analytics access.

Helium 10 Search Query Analyzer

Helium 10’s Search Query Analyzer page says the tool combines SQP data with Helium 10’s own keyword data, shows your sponsored and organic rank beside it, calculates click-through and conversion rates for you, has filters for top and underperforming keywords, and lets you add keywords to lists for Keyword Tracker and Helium 10 Ads. Its help article (21 November 2025) adds that it works at the child-ASIN level in all markets, compares your click-through and conversion rates with the market’s, and counts purchases as orders rather than units, organic and ad-driven together.

The tool is limited to brand-registered sellers on Diamond and above. Diamond costs $279 a month billed yearly or $359 billed monthly (checked 10 October 2026). Our Helium 10 pricing guide covers the rest of the plan, and our Helium 10 review the rest of the suite.

SmartScout Search Query Performance

SmartScout’s Search Query Performance page says a connected Brand Registry account “is mandatory for any data to populate”, and that connecting loads years of SQP history within 48 hours. It charts your share at each funnel stage over time, with account, product and search-term modes. Access is counted in tracked ASINs: 1 on Basic, 10 on Essentials, 50 on Business and 500 on Enterprise, with more at $100 a month per 100 ASINs.

SmartScout’s pricing page doesn’t match that for Basic: its Essentials card lists “Historical SQP” as a new feature, and the Basic card doesn’t mention SQP. If the back history is what you want, check with SmartScout whether Basic’s single tracked ASIN includes it before you buy Basic for it.

SmartScout Basic costs $29 a month billed yearly or $49 monthly, Essentials $99 or $119, and Business $239 or $299; Enterprise is quoted after a demo (checked 10 October 2026). Our SmartScout review covers the rest of the tool, and our SmartScout pricing guide has the plan details.

SmartScout’s page also describes Amazon’s own SQP as “snapshot-only” with “no historical view”. That overstates it: past periods can be opened one at a time, and Amazon says Brand Analytics data usually goes back three years. What Amazon’s API documentation does confirm is that each request returns one week, month or quarter, so a trend line means pulling every period separately. That is the work SmartScout’s tool is built to automate.

Data Dive Rank Radar

Rank Radar is Data Dive’s daily keyword rank tracker. Data Dive’s help center (updated 11 May 2026) says it “combines organic ranking data with Amazon PPC and SQP (Search Query Performance) data”, that SQP data “is typically released on Wednesdays”, and that its “availability depends on Amazon data access”. Rank Radar comes with every Data Dive plan, from Starter at $39 a month with 25 tracked keywords (checked 10 October 2026); the help center doesn’t say whether the SQP option depends on the plan. Our Rank Radar review covers the rest of the tool.

SQP compared with the other Search Analytics dashboards

Start with Search Catalog Performance if you don’t yet know which product has the problem. If you are choosing software built around these reports, see our Amazon search analytics tools comparison.