Does Search Query Performance (SQP) show competitor data and how is market share calculated?

Yes — Search Query Performance (SQP) data includes competitor data, not just your own brand’s products.

Does SQP Include Competitor Data?

SQP compares your performance against the entire market, meaning:

• Your brand’s ASINs are measured against other competing ASINs
• These competitors are not limited to your selected products or catalog
• The data reflects true competitive positioning

How is “Market” Defined?

In SQP, the market is defined as:

All ASINs that appear in Amazon search results for a given search query

This means:

• Any product returned for that keyword is considered part of the market
• Your performance is benchmarked against all of these competing listings

How Are Share Metrics Calculated?

Metrics such as:

• Impression Share
• Click Share
• Purchase Share

are calculated based on your share of total activity across the entire market, not just your own products.

For example:

• Impression Share = Your impressions ÷ Total impressions across all ASINs for that query
• Click Share = Your clicks ÷ Total clicks across all ASINs
• Purchase Share = Your purchases ÷ Total purchases across all ASINs

What This Means for You

• SQP provides a true market share view, not just internal performance
• It helps you understand how your products perform relative to competitors
• It is useful for identifying opportunities to:
  • Improve visibility
  • Increase conversion
  • Gain market share

Notes

• SQP data is based on Amazon’s reporting and definitions
• Market composition can vary depending on the search query
• Results may fluctuate as competitor activity changes