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How to Use Brand Analytics + Search Query Performance to Quickly Rank on Amazon (Based on Real Data)
Written by Brett @ FBAExcel on Jun. 26th 2025
I had a user email me yesterday asking "Whats the smartest way to prioritize keywords to Rank for based on Amazon data?"

Here's my favorite approach that only takes a few minutes...

If you're an Amazon seller tired of chasing keyword ranking based on guesswork and third-party estimates, you're not alone. Fortunately, Amazon gives us two powerful, data-rich sources that can help you target the right keywords with surgical precision — Search Query Performance and Brand Analytics.

In this guide, I’ll show you how to quickly prioritize Amazon keywords to rank for using real, Amazon-provided insights, not sketchy external estimates. This method is fast, simple, and 10x more reliable — especially if you use the FBAExcel Chrome Extension to automate the process. Let’s dive in.

🔍 Why Use Search Query Performance and Brand Analytics?

Both reports are Amazon-native data sources. That means no guessing — you get actual customer behavior:

  •  Search Query Performance (SQP): Shows click-through rates (CTR), conversion rates (CVR), and share of search funnel metrics by keyword and ASIN.
 
  •  Brand Analytics: Reveals which ASINs are winning for each keyword, with click and conversion share percentages.

Used together, they paint a clear picture of which keywords you can realistically rank for and what it’ll take to get there.

🚀 Step-by-Step: How to Prioritize Keywords

Step 1: Download Your Weekly Search Query Performance Report

Head to your Amazon Brand Analytics dashboard and download the most recent SQP report (weekly view). You can either:

1️⃣ Manually download 1 ASIN at a time, or

2️⃣ Use the FBAExcel Chrome Extension to download all ASINs in one click (🚨 try it for just $1 — seriously). Take it for a spin for just $1 here
(click to enlarge)
Step 2: Download Brand Analytics Data by Keyword

Here’s where it gets a little tedious. Amazon doesn’t make it easy to pull Brand Analytics data in bulk by keyword. You can download most some of them scraping all the top ASINs in your category or inputting each keyword 1 at a time.

If you want a shortcut our FBAExcel Chrome Extension does the trick. In our chrome extension just dump in all your Search Query Performance keywords and leave the ASIN input box blank as shown below — hit download, wait a few minutes and you are done.
(click to enlarge)
Step 3: Import Both Datasets Into a Spreadsheet

You should now have:

  •  Search Query Performance (SQP): Keyword, impressions, CTR, CVR, brand share related metrics.

  •  Brand Analytics: Keyword, ASIN, click share, conversion share (Top 1–3 ASINs).

Merge both reports into one master spreadsheet.
Step 4: Calculate Purchases Per Day Per Keyword

Take the total market purchases per keyword from the SQP report and divide by 7 to get daily sales volume per keyword.

This tells you how many shoppers are actually buying per keyword each day.
Step 5: Estimate How Many Sales You Need to Rank

Use the Brand Analytics conversion share for the Top 1, 2, and 3 ASINs.

Multiply your purchases-per-day number by each ASIN’s conversion share to estimate how many daily purchases it would take to match or overtake that ASIN in the search results.

Example:

  •  Keyword has 70 purchases/week = 10/day

  •  Top ASIN conversion share = 30%

  •  Sales needed to match top ASIN = 10 × 30% = 3/day
(click to enlarge)
Step 6: Build a Keyword Prioritization Factor (Optional)

Now that you know what it takes to outrank the leaders, create a keyword score using two primary factors:

Ease to Rank → Lower daily sales required = higher score

Relevance → Use your SQP metrics like CVR and CTR compared to the market:

If your CVR > Market CVR and CTR > Market CTR, you have high relevance.

Weight these heavily in your prioritization.

🧠 Pro Tip: Don't Waste Time on Keywords You Can't Win

Why throw ad spend or SEO effort behind a keyword where the top ASIN is doing 50+ sales per day and you can only muster 5?

This system lets you skip the impossible and focus on high-opportunity keywords that are:

1️⃣ Easier to outrank

2️⃣ Better matched to your product

3️⃣ Backed by real Amazon data

Bonus Tip: In your brand analytics data it will give the titles for the top 3 ASINs for each keyword. You will rank much faster if you prioritize keywords that are NOT in their titles. You can rotate new keywords in the first third of your title and quickly jump to page 1 in most niches 🤫 

🧰 TL;DR – Tools You Need

✅ Search Query Performance Report (free via Seller Central)

✅ Brand Analytics Report (also free)

✅ FBAExcel Extension to automate bulk download (less than a cheap date)

Final Thoughts

Ranking on Amazon doesn’t have to be guesswork. With real Amazon search and conversion data, you can outsmart the competition, not just outspend them.

Use this keyword prioritization system to build smarter campaigns, optimize your listings, and boost your organic rank — without wasting a dime on low-relevance, high-competition terms.

About the Author: Brett @ FBAExcel

I spent 10+ years climbing the corporate ladder as an engineer before jumping into entrepreneurship. Now I focus my time on growing Amazon brands and building SaaS tools. Follow my blog for top Amazon strategies and updates on what I’m working on.