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Mastering the Amazon Search Query Performance Report: Real Strategies That Drive Results
Written by Brett @ FBAExcel on Aug. 5th 2025
Ever wonder what’s really happening when shoppers search on Amazon? The Search Query Performance (SQP) Report shows exactly how people interact with your listings from the moment they type a keyword to the second they hit Buy.

What sets the SQP report apart from third-party keyword tools is that it's built on real, first-party Amazon data, not estimates. It shows you exactly which queries led to impressions, clicks, and purchases, and how your ASINs performed compared to the rest of the market.

A common question I had when I first started messing with SQP is: “What searches does SQP data actually account for?” 

Here's how Amazon defines it:
  • Only purchases that originate from the search results page are counted not sales from widgets like “Top Rated”, Amazon’s homepage or detail pages
  • ​The metrics reflect purchases completed within 24 hours of the original search and click. If a shopper buys the next day, it won’t be attributed
  • ​It excludes returns and cancellations, but includes valid purchases regardless of whether they were discounted or full price
This makes SQP incredibly precise for analyzing search-driven performance, helping you isolate what’s working (and what’s not) at the keyword level. For the savvy Amazon seller, if you know how to take action using this data this is a great opportunity to gain an edge over your competitors!

In this post we'll discuss some slick ways to download and make best use of your Amazon Search Query performance data.

Let's go.

🚀 Staying Organized and Tracking SQP Weekly Data by ASIN

One of the biggest challenges when it comes to leveraging Amazon’s Search Query Performance (SQP) data is staying organized, taking consistent action, and tracking improvements over time.

If you’re not intentionally using SQP data to improve your product pages or PPC strategy and you’re not measuring the before/after impact, then you're likely just collecting data for the sake of it which is a waste of time.

But if you're ready to take action and build a real system around your funnel data, you have a few options to get organized:
Option A) The Not-So-Great Way: Build Your Own Tracking System

It's fairly straightforward to create your own manual SQP tracking setup and if you love spreadsheets or a baller on a budget, this may be best for you to explore.
Here’s what it takes in general:
  • Export weekly ASIN-level reports from Brand Analytics for the ASINs you care about
  • Create an appending database to track trends in impression share, click share, purchase share, click thru rate, and conversion rates
  • ​Use conditional formatting to highlight anomalies or outliers
  • ​Combine SQPR data with your PPC campaign metrics and search term reports for a full-funnel view
👎 It works but it's time-consuming, error-prone, and easy to fall behind on.
Option B) Overpriced SaaS Tools or Seller Central Custom Analytics

There are plenty of SaaS tools out there nowadays that aim to help you analyze SQP data and while some may offer sexy visuals, they often fall short where it really matters... which is how to actually make use of the data.
My experience on the current options out there in this category:
  • They’re overpriced for what they deliver charging high monthly fees just to show you a sliver of the full dataset
  • ​They limit your visibility: most tools only show top-level trends or pre-filtered queries, hiding the rest of your data
  • ​They aren’t customizable: If you want add your own custom metrics you’ll end up exporting everything to a spreadsheet anyway, which defeats the purpose of using the tool in the first place
  • ​Amazon's new custom analytics dashboard shows promise (and its free!), but its currently lacking critical metrics like SQP CVR and CTR to really make use of it
👎 If you're serious about building a system tailored to your ASINs, your funnel performance, and your PPC strategy these tools usually create more friction than value and overtime you will likely stop using all together
(To access Amazon's new custom analytics dashboard tool go to Reports > Custom Analytics)
Option C) FBAExcel's Search Query Commander Tool + Adtactix Platform

Instead of wrestling with manual spreadsheets or paying for overpriced SaaS tools that don’t give you the full picture, for the price of a cheap date check out our Search Query Commander tool, Adtactix PPC platform and Chrome Extension to take your SQP game to the next level.

Each tool is powerful on its own: 

1) Search Query Commander gives you clean, visual insights from your SQP data, 2) Adtactix lets you take action with smart PPC planning and bid automation, and 3) Our Chrome Extension makes importing your data a one-click process 

When you use them together though they paly off each other to provide a full-circle system that lets you tactically attack Search Query Performance from every angle visibility, conversion, and execution.
I recommend starting with using Search Query Commander on your top potential products first to begin to make sense of Amazon’s Search Query Performance data.

With our Chrome Extension, you can bulk download weekly SQP reports for multiple weeks and products in seconds, then easily visualize CTR, CVR, and funnel drop-offs, and get actionable recommendations to improve traffic, conversions, and rank.

Another one of my favorite features is the ability to track notes and intentional improvement events.
👍 Use the FBAExcel Search Query Commander tool + chrome extension for a streamlined way to manage SQP for products you are focused on improving. Then graduate to Adtactix PPC platform for strategic moves using Search Query data to boost your ads.
Check out the short 5 minute video below to get the gist.
Now that you've shortcut the annoying part of dealing with the data side of things,  you can focus on what really matters... taking action. 

Within Search Query Commander you can easily visualize and categorize how your search terms are stacking up against the market. Use the recommended action column inside SQ commander to help prioritize terms accordingly.

From there keep things simple and focus on a few search queries per week and work to make intentional improvements based on its current CTR and CVR position vs the market.

Here are some best practice suggested actions to consider and track.
Pro Tip:

The 2 fastest actions to move the needle in my opinion are:

1) Split testing main + secondary images (use AI based on high converting competitor images to create multiple variations to test)

2) Move queries you are trying to push into single keyword PPC exact campaigns and use TOS + ROS modifiers to defend page 1. Manually verify you are getting desired page 1 placements right after launching new campaigns.

💰 Use SQP Data Inside Adtactix to Power Smarter PPC

If you are a little shorter on time our Adtactix PPC Platform provides an even simpler way to manage Search Query Performance for all of your products in one place, and immediately start using the data to improve your PPC.

The data flow process is similar to Search Query Commander:

1) Use our Chrome Extension download all of your SQP data in one click

2) Once inside Adtactix, your Search Query Performance data shows up it multiple places to give you full control to prioritize keywords, optimize bids, and launch new campaigns all based on real Amazon-native SQP data.

Here's an overview of my favorite ways to work with SQP data inside Adtactix.
Use the Adtactix Dashboard w/ Search Query Performance Integration to harvest and prioritize your most important queries

The Adtactix Dashboard allows you to centralize multiple keyword sources in one place, easily check which queries are already active in your campaigns, and then harvest the desired terms into new campaigns in just a few clicks.

✅ See query performance in full context alongside:
       > Active PPC Performance
       > Search Query Performance
       > Brand Analytics
       > Impression Share (for Sponsored Products and Brands)
       > Organic & Sponsored Rank
Hop into this youtube video for a quick demo if you want to see the process in action
Use the Bid Override Table w/ Amazon Search Query Performance to Fine Tune Your Top Performing PPC Targets

The Bid Override Table puts your top targets in one place combining key Amazon metrics with rank tracking so you can tweak base bids, placement modifiers and more with precision.

✅ Use this SOP to fine-tune top keywords and ASINs using SQP CTR, CVR, impression share, TOS impression share, organic rank, and more all in place!
Checkout this youtube video to see where SQP data shows up.
Use the Autopilot Bid Optimizer and Search Query Report Thresholds for Ultimate PPC Automation

Inside the Autopilot Bid Optimizer, you can now use Search Query Performance metric thresholds to create smarter, more data-driven bid rules and start optimizing based on real funnel behavior. 

Whether you want to increase bids when CTR and CVR beats the market, scale back spend on low-converting terms, or push visibility when Impression Share drops Autopilot lets you automate it all with precision.

We've recently added Top of Search Impression Share, ranking based thresholds, and ad impression share thresholds for even more advanced rule sets.
Here's another snippet you can watch if you want to learn more about the new Autopilot bid engine inside Adtactix.
Keyword Harvester Tool w/ Search Query Performance Integration

Lastly, our newest tool Keyword Harvester lets you use Search Query Performance data to find and launch high-opportunity keywords faster than ever. Filter by CTR, CVR, conversions and more, then push top terms directly into new or existing campaigns using Amazon's native bulk operations system. 
Scope it out below 👇

💭 Final Thoughts

If you're not tapping into Search Query Performance data yet, you're leaving some of Amazon’s most valuable insights on the table. It’s one of the easiest ways to spot what’s actually working and where you're getting left behind.

This is first-party, real behavioral data from Amazon and when used correctly, it can completely reshape how you prioritize keywords, optimize listings, and run your ads.

There are plenty of ways and tools sellers are using to manage SQP data these days. Regardless of the approach you take in using this data to your advantage its important you find an efficient process, stick to it, and are actually taking action.

If you feel stuck and looking for a proven approach at this mission critical process in your business I'd invite you to check out Search Query Commander + Adtactix. 

Inside our members area we have full how to training and resources to level up your Search Query Performance game in just a few hours.

🔄 Get Started with a Free Trial of FBAExcel Tools

If you’re ready to finally unlock the full potential of Search Query Performance data, we’ll give you everything you need to start fast.

 👉  Start Your Free Trial of the FBAExcel toolkit today including Search Query Commander, Adtactix, the Chrome extension and more.

And if you want extra help getting everything set up and running smoothly, check out our Scale Assisted Plan below, where our team handles the heavy lifting for you.

👨‍🔬 Get Expert Help with Scale Assisted

If you want our team to help track SQP on your behalf and maintain critical PPC operations discussed in this post, book a call with us to learn about the Scale Assisted Plan.

With our Scale Assisted plan, our team well versed on all things FBAExcel will become an extension of yours.

We help you:
✅ Set up and maintain your FBAExcel PPC tools
✅ Run weekly/monthly SOPs that can be tedious to maintain consistently
✅ Ensure your team stays focused on the top tasks to drive your business forward
✅ Access unlimited support via our private Discord

You stay in control of Seller Central. We handle the heavy lifting in the background.

Our team currently works with 50+ brands a month. We know the data. We know the dashboards. And we’ll set everything up for you so you can focus on growing your business, not getting buried in CSVs.

👉 Learn more here and if you sign up for a Scale Assisted free trial, I'll personally complete a full PPC audit for your account!

About the Author: Brett @ FBAExcel

I spent 10+ years climbing the corporate ladder as an engineer before learning I wanted to be an entrepreneur when I grow up. Now I focus my time on growing Amazon brands, helping other sellers at FBAExcel.io and building SaaS tools. If you are an Amazon junky drop your email below and follow the journey. 
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