Your Guide to Amazon's SQP Report

The Search Query Performance (SQP) Report in Amazon shows how your product listings performed by search term on Amazon on a weekly, monthly, or quarterly basis. You can either view this data at the brand level, or filter down to a specific ASIN. Getting familiar with and using this tool regularly will help you identify opportunities for growth and profit optimization.

Released less than a year, this report was a long-time coming for sellers. Sellers can now see how their products performed for key search queries and compare that performance to how all products perform on those queries. Use this data as a guide on where to focus your attention, and you’ll be able to capitalize on areas where you’re already doing well – such as increasing ad spend on a high-converting term with high volume - and improve on queries that are under-performing. You can access this report in Seller Central under Brand Analytics.

What's In the Report?

The SQP is split into the four main parts of the search funnel: Impressions, Clicks, Cart Adds, and Purchases. Within each of these sections, you’ll see the following:

• Total Count: The number of ASINs that showed as product listings for that query
• Brand Count: The number of impressions that products from your brand received for that query
• Brand Share: The percentage share of impressions that your brand’s products received for the query. Essentially Brand Count divided by Total Count.

Under Clicks, Cart Adds, and Purchases, you’ll see two additional columns:

• Click, Cart Add, or Purchase Rate: The is the rate that users convert at each stage of the funnel for that query.
• Shipping Speed Column: The number of times ASINs with that delivery message appear in the search query results.

What Can You Do With the Data?

Honestly, there’s a lot this report can help a seller unpack – it can be overwhelming. That’s why we’re introducing this post as the first part of a series around the Search Query Performance report, all leading up to an exciting new feature launch for Stoke!

To get you started, this week we've got some tips for making this report less overwhelming and more actionable.

1. Look at one ASIN at a time. The best way to approach this data is to break it down into more digestible data sets. We recommend starting with your most important/highest volume ASINs.
2. Download the report into Excel. This is actually a pretty new capability for this report. Exporting into Excel gives you more control over the data and allows you to manipulate it so it's easier to digest.
3. Focus on the search queries that make up a significant amount of your purchase volume. Depending on your data, this is likely 5-15 terms, but there's no hard and fast rule. Similar to step 1, this narrows the data scope which allows you to focus on the search terms that have the largest impact on your performance.
4. Save your Excel as a running document you update each week. This takes a little extra work, but tracking changes in your impression, click, and purchase share over time will help you keep a pulse on how your products are performing and allow you to react quickly if you need to.
5. Follow Stoke for more recommendations, tips, and upcoming features so you can maximize your use of SQP.

We'll be back next week with a special preview of new Stoke feature that will make using the data in the SQP report so much easier. If you're interested in getting early access once the product launches, sign up here!

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