Search Query Performance is a Brand Analytics report that lists the search queries on which your brand's products appeared and, for each one, the full funnel: total impressions, clicks, cart adds and purchases for the query across all of Amazon, alongside your brand's or ASIN's share of each. It is available at brand level and at ASIN level, weekly, monthly or quarterly, and it also shows the median price and the share of clicks that went to same-day or one-day delivery offers.
Why it matters
This is the only report that shows where in the funnel you lose shoppers, query by query. If your impression share on a term is 20% but your click share is 5%, the problem is the tile: image, price, rating or title. If click share is 15% and purchase share is 4%, the problem is the page or the offer. That distinction decides whether the work is creative, pricing or content, and no advertising report can make it, because ads only see the paid part of the funnel.
It is also the cleanest confirmation of indexing and rank. A query that appears in the report with impressions is one the listing is indexed and being shown for; one that disappears has been lost.
What moves it
- Organic rank and paid placement on the query, which set impression share.
- Tile strength, which sets click share.
- Price versus the query's median price, which the report shows directly.
- Delivery speed, since the report separates fast-delivery clicks.
- Query volume and seasonality, which change the total column week to week.
How we use it
Search Query Performance is where our click-through and conversion playbooks begin, because it tells us which of the two is failing on the terms that matter. We track a short list of priority queries per ASIN in the weekly report with impression, click and purchase share side by side, and we use the appearance of new queries as the sign that a content change has widened the listing's reach.