Search Query Performance Analysis
Understand Amazon Search Query Performance and Brand Analytics, including search funnels, market baskets, and repeat-purchase signals.
Search Query Performance Analysis helps brand-registered sellers and vendors understand how shoppers discover, compare, and purchase products on Amazon. In DataHawk, Amazon Brand Analytics reports help connect search demand, product engagement, market basket behavior, and repeat purchases.
What Search Query Performance Analysis includes
Brand Analytics is not one report. It is a family of Amazon reports with different business questions.
| Report area | What it helps you understand |
|---|---|
| Search Catalog Performance | How shoppers engage with your products during search and shopping journeys |
| Search Query Performance | How a query moves from impressions to clicks, cart adds, and purchases |
| Search Terms | Which products receive the most clicks for a keyword and department |
| Market Basket | Which products are frequently purchased together |
| Repeat Purchases | How often customers buy your products again |
Search Query Performance is often shortened to SQP. It is especially useful when you need to understand the funnel behind a search term, not just whether your product ranked for it.
What you can use it for
Use Brand Analytics and SQP when you want to:
- Find search terms where your products get visibility but lose clicks or purchases
- Identify high-intent queries for SEO and advertising work
- Understand whether competitors capture demand on your branded terms
- See which products are often bought together
- Monitor whether repeat purchasing is growing or declining
- Connect organic search behavior with paid search decisions
Requirements and caveats
Brand Analytics is available for eligible Amazon brand-registered sellers or vendors. Availability depends on Amazon Brand Registry, account connection, report eligibility, and the scope Amazon exposes through SP-API.
Brand Analytics helps explain shopper behavior, but it is not a replacement for advertising performance, ranking, or profit reporting. Use it alongside those views for a complete picture.
How to interpret SQP
SQP breaks a search journey into funnel stages. A product may have strong impressions but weak clicks, or strong clicks but weak purchases. Those patterns point to different actions.
| Pattern | Possible interpretation |
|---|---|
| High impressions, low clicks | The product appears but may not be attractive enough in search results |
| High clicks, low cart adds | The product page may not answer shopper objections |
| High cart adds, low purchases | Price, availability, reviews, or offer conditions may be blocking conversion |
| Strong branded query competition | Competitors may be capturing demand on your brand terms |
Technical reference
When you need report requirements, table names, frequency, granularity, or exact data availability, use the technical reference.
Keyword Research & Search Volume
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Listing Quality Analysis
Understand Listing Quality Analysis, how LQS is calculated, and how to use it to prioritize Amazon listing improvements.