Operator glossary
Impression share (SQP)
In Search Query Performance, your share of the total impressions a query generated — how much of the shelf you actually occupy when demand shows up.
For each query, SQP reports the market's total search impressions and your slice of them. Impression share is the ceiling on everything downstream: no click, cart add, or purchase happens on impressions you never received.
Read it against your purchase share. Purchase share above impression share means the listing outperforms its shelf space — more visibility (organic rank or ads) compounds it. Impression share far above purchase share means visibility is not your constraint, and buying more of it will subsidize a conversion problem.
The numbers
- Reported per query in SQP alongside click, cart-add, and purchase shares.
- Purchase share > impression share = earn more shelf; impression share > purchase share = fix conversion before buying traffic.
Primary sources: Amazon Brand Registry (official)
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