Amazon’s Search Query Performance (SQP): A Technical Overview
Amazon’s Search Query Performance (SQP) is a tool that helps sellers understand how their products are performing in Amazon’s search results. SQP provides data on a variety of factors, including:
- The number of times a product has been viewed in search results
- The number of times a product has been clicked on in search results
- The number of times a product has been purchased after being viewed in search results
- The average position of a product in search results
SQP data can be used to identify products that are performing well in search results and to make changes to improve the performance of products that are not performing as well.
Mains KPI of Amazon’s Search Query Performance
SQP reflects customer interactions with your brand and products on Amazon at both product and search query levels, providing essential data on:
- Search queries at the brand and ASIN levels
- Search Query Score
- Search Volume
- Impressions (for market and your brand)
- Clicks (for market and your brand)
- Add to Carts (for market and your brand)
- Purchases (for market and your brand)
By leveraging the insights provided by SQP, sellers can:
- Track market share at the search query level
- Discover new search terms
- Measure the impact of listing A/B testing at the search query level
- Assess the impact of deals and advertising efforts on market share
- Analyze cannibalization for branded & non-branded terms
- Identify search query opportunities to increase market share
- Optimize SEO
To use SQP, sellers must first create an account on the Amazon Seller Central website. Once they have created an account, they can access SQP data by going to the “Reports” section of the website and clicking on the “Search Query Performance” report.
The SQP report provides data on a daily, weekly, and monthly basis. Sellers can also filter the data by product, category, and other criteria.
SQP data can be a valuable tool for sellers who want to improve their product listings and increase their sales. By understanding how their products are performing in search results, sellers can make informed decisions about how to improve their listings and attract more buyers.
Here are some additional tips for using SQP data to improve your product listings:
- Focus on high-traffic keywords. The keywords that people use to search for products on Amazon are called “search terms.” SQP data can help you identify high-traffic search terms that are relevant to your products.
- Use relevant keywords in your product titles and descriptions. When you use relevant keywords in your product titles and descriptions, your products are more likely to appear in search results for those keywords.
- Use long-tail keywords. Long-tail keywords are more specific than short-tail keywords. They are also less competitive, which means that it is easier to rank for them in search results.
- Use negative keywords. Negative keywords are words or phrases that you don’t want your products to be associated with. For example, if you sell shoes, you might want to use the negative keyword “free” so that your products don’t appear in search results for the keyword “free shoes.”
- Track your results. It’s important to track your results after you make changes to your product listings. This will help you determine which changes are most effective in improving your product’s search performance.
By following these tips, you can use SQP data to improve your product listings and increase your sales on Amazon.
How to use Search Query Performance: Video Explanation
Key Insigths about how to use SQP
For a Seller on Amazon, here are the key points about using Amazon’s Search Query Performance Report to increase sales:
- Understanding Search Query Performance Report: This report is a valuable dashboard provided by Amazon that offers insights into how customers interact with your products on the platform. It tracks the sales funnel, starting from customers seeing the product, clicking on it, and making a purchase.
- Exclusion of Certain Data: Keep in mind that the report only includes data originating from search result pages. Impressions, clicks, or purchases from other parts of Amazon, such as display ads, video ads, and editorial recommendations, are not included in this report.
- Inclusion of Organic and Sponsored Products: The report encompasses both organic and sponsored products. However, it excludes ads displayed in widgets like editorial recommendations, top-rated, and highly-rated sections.
- Metrics Covered: The report provides essential metrics, including impressions, clicks, add-to-carts, and purchases. It also offers insights into your share of the market, both in terms of the number of queries and the brand’s share.
- Limitations and API Availability: Currently, there is no API access to this report, making it challenging to automate the data retrieval process. Sellers need to manually generate and download the report from Amazon Seller Central. Additionally, the report provides a maximum of 1,000 queries at the brand level and 100 queries at the ASIN level.
In summary, the Search Query Performance Report is a valuable tool for Amazon Sellers to analyze customer interactions and sales data on the platform. However, it’s essential to understand its limitations and manually download the report to use it effectively in monitoring and optimizing sales strategies.
