Amazon Search Query Performance Dashboard: Complete Analytics Guide

The Search Query Performance (SQP) dashboard is available exclusively to brand-registered sellers through Amazon's Brand Analytics suite. To access it, navigate to Seller Central, click on Brands in the main navigation, select Brand Analytics, and then choose Search Query Performance from the submenu. The tool is available on Amazon US, and Amazon has been rolling out similar functionality to other marketplaces including Amazon Japan and Amazon Australia throughout 2025 and 2026. Brand Registry enrollment requires an active registered trademark in the marketplace country.

The SQP dashboard organizes data into two primary views: Query Performance and ASIN Performance. The Query Performance view shows all search queries that generated impressions for your brand's products, along with metrics for each query. The ASIN Performance view flips the perspective, showing each of your ASINs and the search queries driving traffic to them. Both views can be filtered by date range (weekly, monthly, or quarterly), reporting range (brand view or ASIN view), and specific ASINs. Data is typically available with a 2 to 3 week lag from the current date.

The dashboard displays five core metrics in a funnel format: impressions (how many times your products appeared in search results), clicks (how many times shoppers clicked on your products), cart adds (how many times shoppers added your products to their cart), purchases (how many times shoppers completed a purchase), and purchase rate (the percentage of impressions that converted to purchases). Each metric is shown as both a raw count and a brand share percentage, which indicates your brand's share of that metric relative to all brands appearing for that search query.

Understanding the brand share metric is crucial for competitive analysis. If your brand share for clicks on the query "bamboo cutting board" is 8.5 percent, it means your products received 8.5 percent of all clicks generated by that search term. Tracking brand share over time reveals whether your competitive position is improving or declining, independent of overall search volume changes. A declining brand share despite increasing absolute clicks indicates that competitors are growing faster than you in that search niche.

The data export feature allows you to download the full dataset as a CSV file for analysis in spreadsheets or business intelligence tools. The exported file includes all visible metrics plus additional data points such as the total number of brands appearing for each query and the average price of products shown. For Taiwan brands managing multiple ASINs across categories, exporting weekly data and building trend dashboards in Google Sheets or Excel provides insights that are not easily visible in the SQP interface itself.

The most actionable insights from the SQP dashboard come from identifying gaps in the search funnel where shoppers drop off. The four key gap types are: high impressions with low clicks (listing visibility problem), high clicks with low cart adds (product detail page problem), high cart adds with low purchases (pricing or checkout problem), and low impressions despite strong performance on related queries (keyword targeting gap). Each gap type requires a different optimization strategy.

High-impression, low-click queries indicate that your product appears in search results but shoppers are not clicking on it. The benchmark click rate varies by category, but most consumer products should target a 1.5 to 3.0 percent click rate from search results. If your click rate falls below 1.0 percent on high-volume queries, the issue is typically with your main image, title, price, or rating display in the search results. Optimize the main product image to stand out against competitors (test lifestyle images vs white background), ensure the title includes the most relevant keywords for that query, and check if your price is competitive within the search results page.

High-click, low-cart-add queries suggest that shoppers are interested enough to click but are not convinced by the product detail page. The benchmark cart add rate relative to clicks is 8 to 15 percent for most categories. Common causes include insufficient product images (Amazon allows up to 7 images plus video -- use all slots), weak bullet points that do not address the shopper's specific needs for that search query, missing A+ Content, or negative reviews prominently displayed. For Taiwan brands, adding infographic images that highlight certifications (FDA, USDA Organic, JAS) and country-of-origin benefits can increase cart add rates by 10 to 25 percent.

Low purchase rates relative to cart adds often point to pricing issues, shipping speed concerns, or competitor comparison shopping. If your cart add to purchase conversion rate is below 30 percent, investigate whether competitors offer faster Prime shipping, lower prices, or subscription discounts. Amazon's Subscribe & Save program increases purchase conversion by 15 to 20 percent for consumable products, and coupons visible in search results can boost click rates by 10 to 15 percent simultaneously.

Keyword targeting gaps are identified by comparing your brand's query coverage against competitor brands. If a competitor's products appear for 500 unique search queries in your category while your products appear for only 200, you have significant untapped search traffic potential. Export your SQP data and your competitor's approximate query list (using tools like Helium 10 Cerebro or Jungle Scout Keyword Scout), then identify high-volume queries where you have zero or minimal presence. These queries become priorities for listing optimization (adding keywords to titles, bullet points, and backend search terms) and PPC campaign targeting.

The SQP dashboard provides organic search data that directly informs paid advertising strategy. By analyzing which queries drive organic impressions, clicks, and purchases, sellers can make data-driven decisions about PPC keyword targeting, bid optimization, and budget allocation. The fundamental principle is to invest PPC budget in queries where you have a proven conversion rate but insufficient organic visibility, and reduce PPC spending on queries where you already dominate organic results.

Start by categorizing your SQP queries into four quadrants based on organic brand share and conversion rate. Quadrant one contains queries where you have high organic share and high conversion rate -- these are your brand's strengths, and PPC investment should be defensive (maintaining position against competitors) rather than aggressive. Quadrant two contains queries with low organic share but high conversion rate -- these are the highest-ROI PPC opportunities, as the product converts well but needs paid visibility to reach more shoppers. Allocate 40 to 50 percent of your PPC budget to quadrant two queries.

Quadrant three queries have high organic share but low conversion rate, suggesting that shoppers find your product through these terms but are not buying. Before investing PPC budget here, investigate why conversions are low -- the issue may be listing optimization rather than visibility. Quadrant four queries have both low organic share and low conversion rate, making them the lowest priority for PPC spending. However, some quadrant four queries may represent emerging trends or product development opportunities that warrant small test campaigns.

Weekly SQP data analysis enables rapid PPC optimization cycles. Each Monday, export the previous week's SQP data and compare it against your PPC campaign performance reports from the same period. Identify queries where your PPC ads drove significant clicks but the SQP data shows low organic conversion for those same terms -- this indicates a mismatch between search intent and your product listing that is wasting PPC budget. Conversely, queries where organic performance is strong but declining in brand share are signals to increase PPC bids to maintain total visibility.

For Taiwan brands competing against established US or local competitors, the SQP dashboard reveals the specific queries where competitors are most vulnerable. Look for queries where the total number of brands is low (under 10) but search volume is moderate to high (over 5,000 monthly searches). These low-competition, high-volume queries represent the best opportunities for a newer brand to establish market share through a combination of listing optimization and focused PPC campaigns with initial bids of USD 1.50 to USD 3.00 per click, adjusting based on actual ACOS performance over a 2 to 4 week test period.

Understanding category-specific benchmarks for SQP metrics enables Taiwan sellers to set realistic performance targets and identify underperforming products. Search funnel conversion rates vary dramatically by product category, price point, and purchase frequency. Consumable food products typically show high impression-to-purchase rates of 0.8 to 1.5 percent due to repeat purchasing behavior and lower price sensitivity. Consumer electronics show lower rates of 0.3 to 0.6 percent due to longer consideration cycles and higher price comparison activity. Beauty and personal care products fall in between at 0.5 to 1.0 percent.

The click-through rate (CTR) from search results is heavily influenced by the product's position on the results page. Products appearing in positions 1 through 4 (above the fold on desktop) receive 60 to 70 percent of all clicks for a given query, while positions 5 through 16 (first page, below the fold) receive 20 to 25 percent, and positions beyond page one receive only 5 to 10 percent. The SQP dashboard does not directly show your organic ranking position, but you can infer it by comparing your impression share against your click share. If your impression share is 5 percent but your click share is 8 percent, your product likely appears in a prominent position that attracts disproportionate clicks.

Seasonal trends visible in SQP data provide valuable planning insights for Taiwan exporters. Search volume for gift-related queries increases 300 to 500 percent during November and December, while health and wellness queries peak in January (up 150 to 200 percent). Summer-related products see search volume increases of 200 to 300 percent from May through July. By analyzing year-over-year SQP data, sellers can anticipate demand shifts and adjust inventory levels, PPC budgets, and promotional calendars 4 to 6 weeks ahead of the seasonal uptick.

For brands selling across multiple Amazon marketplaces, comparing SQP data across US, AU, and JP reveals market-specific search behaviors that should inform localized listing strategies. A query that drives significant volume in the US market may have minimal traction in Japan, where shoppers use different terminology for the same product category. For example, a search term like "meal prep containers" may perform strongly in the US but the Japanese equivalent search behavior centers around different keywords. Taiwan brands should analyze SQP data independently for each marketplace rather than assuming US keyword strategies will translate directly.

Building a monthly SQP performance report that tracks the top 50 queries for your brand across all key metrics creates an invaluable longitudinal dataset. This report should include query-level trends in impressions, clicks, cart adds, and purchases, along with brand share movement for each query. Over a 6 to 12 month period, this data reveals which queries are growing, which are declining, and which competitors are gaining share. The report takes approximately 2 to 3 hours to prepare monthly using exported CSV data and a pre-built spreadsheet template, and the insights it provides are worth significantly more than the time investment.