Operator glossary
Search Query Performance (SQP)
Brand Analytics' query-level funnel report — impressions, clicks, cart adds, and purchases for every search term your brand appears in, including your share of each stage.
SQP shows, per search query, the whole funnel: how many impressions the query generated, how many went to your brand, then clicks, cart adds, and purchases with your share at each stage. It is the closest thing to ground truth about where your demand actually comes from — and it frequently contradicts what the ad console implies.
Use it to find the two failure shapes: queries where you win impressions but lose clicks (a main-image or price problem) and queries where you win clicks but lose purchases (a listing or review-depth problem). Fixing the right stage for the right query is most of what 'Amazon SEO' means in practice.
The numbers
- Found under Brand Analytics → Search Query Performance, in brand view and ASIN view, at weekly/monthly/quarterly grain.
- Reported per query: impressions → clicks → cart adds → purchases, each with your share of the stage.
- Free with Brand Registry — the closest thing Amazon exposes to raw demand telemetry.
Primary sources: Amazon Brand Registry (official)
Related terms