Search Query Performance Report

The Search Query Performance Report provides full-funnel performance data from Amazon search results through to purchase.

It shows how customers move through the funnel:

1. Search Query

2. Impression

3. Click

4. Add to Cart

5. Purchase

This allows brands and agencies to identify:

• Where performance is breaking down

• Where competitive gaps exist

• Where optimization efforts should be focused

The report helps answer:

Are we losing at visibility, click-through, or conversion?

 

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Amazon is fundamentally a search engine.

This report allows clients to:

• Diagnose performance issues across the funnel

• Compare their performance against the market

• Identify optimization opportunities

• Reverse engineer sales declines

Example use cases:

• Low impressions → improve organic ranking or increase ads

• High impressions, low clicks → optimize hero image or pricing

• High clicks, low conversions → optimize product page

This tool enables clients to prioritize actions based on data rather than assumptions.

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From Amazon’s official documentation:

• Must be an Amazon Seller (3P)

• Must have Brand Registry

• Must have the Brand Analytics Selling Partner API role

This report:

• Is not available to Vendors (1P)

• Only includes ASINs for brands the seller has registered

If a seller manages multiple brands:

• Only ASINs under registered brands will appear

 

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From Amazon documentation:

Available in:

• North America (all marketplaces)

• Europe: Spain, UK, France, Netherlands, Germany, Italy, Sweden, Turkey, Saudi Arabia, UAE, India

• Far East (all marketplaces)

Not available in:

• Certain recently launched EU marketplaces (e.g., Ireland, Belgium, Poland)

Availability depends entirely on Amazon’s support of the Brand Analytics API.

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Amazon allows:

• WEEK

• MONTH

• QUARTER

Current MerchantSpring implementation:

• Monthly reporting only

Reasons:

• Large data volume

• Amazon API cost considerations

• Strategic value of trend-based optimization

Weekly reporting may be considered in the future, but is not currently enabled.

 

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History aligns with the client’s sync entitlement:

• 365 days → 365 days of SQP history

• 2 years → 2 years of history

• Trial/demo accounts → limited history

Data is pulled monthly.

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Yes.

All plans (including trial) have access.

The number of ASINs included.

Tier structure: 

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Top ASINs are determined by:

Total impressions (not sales)

Selection criteria:

• Based on highest absolute impression volume

• Not based on revenue

• Not based on conversion

• Not based on units sold

Why impressions?

• It prioritizes ASINs with highest visibility

• Optimizing high-impression ASINs delivers greater impact

Important:

• ASIN selection may change month to month

• If an ASIN drops out of the top tier, historical data remains intact
  
  

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At both the aggregate and ASIN-level:

Impressions

• Total times the product appeared in search results

• Includes market total vs client total

• Includes impression share

Clicks

• Total clicks

• Click share

• Click-through rate (CTR)

Add to Cart

• Add-to-cart count

• Add-to-cart rate

Purchases

• Purchase count

• Conversion rate

• Purchase share

All metrics compare:

• Client performance

• Market performance

Amazon includes all sellers in comparison, including Amazon retail itself.

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The report includes an Opportunity Calculator.

Users can set target goals such as:

• Impression Share %

• Click Through Rate %

• Other funnel improvements
  
  

The system estimates:

• Potential additional revenue

• Additional search queries

• ASINs below target

• Dollar opportunity per ASIN
  
  

This allows prioritization:

• Focus on ASINs with largest potential revenue impact

• Avoid low-impact optimizations

Note:
Opportunities require purchase history data. If no purchase data exists, the calculator cannot estimate revenue impact.

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This report is particularly powerful for agencies.

It allows agencies to demonstrate:

• Improved impression share

• Improved CTR

• Improved conversion rate

Even if:

• Overall search volume declines

• Category demand drops

• Sales decline due to macro factors

Agencies can prove:

We are winning more share of the reduced demand.

This provides strong defensibility in client conversations.

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Currently:

• No manual ASIN selection

• Top ASINs are automatically determined by impressions

If clients want more ASIN coverage:

• They must upgrade to a higher plan tier

Manual selection introduces complexity around trend tracking and is not currently supported.

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No.

This is:

• Amazon-specific

• Based on Brand Analytics API

• Not available for Walmart or other marketplaces
  
  

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Yes.

The data will be available within MerchantSpring’s reporting module.

AI integration is not yet live, but may be considered in the future.

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• Only Seller (3P)

• Brand Registry required

• Monthly granularity only

• Limited ASIN count by plan

• No vendor (1P) access

• No daily data