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Search Query Performance Report

Analyze your Amazon search query performance with calculated CTR and CVR metrics for both market and brand performance, plus performance deltas.

Search Query Performance Report

What This Tool Does

Amazon's Search Query Performance report provides insights into how customers interact with your products through specific search terms, including impressions, clicks, and purchases. This tool calculates CTR and CVR metrics for both market and brand performance.

  • Market CTR & CVR: Calculate overall market click-through and conversion rates
  • Brand CTR & CVR: Calculate your brand-specific performance metrics
  • Performance Deltas: Compare your brand vs market performance
  • Multi-file Support: Combine multiple months of data for comprehensive analysis

How To Use

  • 1
    Download Report: Go to Amazon Seller Central > Reports > Brand Analytics > Search Query Performance
  • 2
    Upload Files: Select one or more CSV files (multiple months can be combined)
  • 3
    Generate Analysis: Click "Generate Analysis" to process your data
  • 4
    Review Results: Analyze CTR/CVR performance and identify high-opportunity queries

How It Works

What This Tool Does

  • -Analyzes Amazon Search Query Performance (SQP) reports to measure brand visibility
  • -Calculates impression share, click share, and purchase share metrics
  • -Compares your brand CTR and CVR against market averages
  • -Identifies high-opportunity keywords for optimization

How To Use

  • 1.Download your Search Query Performance report from Amazon Brand Analytics (CSV format)
  • 2.Upload one or multiple SQP report files
  • 3.Click Generate Analysis to process the data
  • 4.Review share metrics, CTR/CVR comparisons, and query-level details
  • 5.Export the analysis for optimization planning

Step 1: Upload Search Query Performance Reports