What is Search Query Performance?
Amazon Search Query Performance Report (SQP)
Brand Analytics report showing every stage of the shopper funnel for a search query, with the market total beside your share.
The Formula
Purchase Share = Your Purchases ÷ Total Purchases for the Query
Search Query Performance (SQP) is a Brand Analytics report available to sellers enrolled in Brand Registry. It differs from every advertising report in two ways: it covers all traffic for a query, paid and organic together, and it reports the whole market beside your own share of it.
The four funnel stages
Amazon reports a search query volume figure for the query itself, then breaks the behaviour that followed into four stages. At every stage you get the market total and your brand's count, and the two give you a share.
| Stage | Your share answers | A weak share points at |
|---|---|---|
| Impressions | Are shoppers seeing you at all | Relevance, indexing, bids, ad coverage |
| Clicks | Do they choose you from the results | Main image, title, price, rating, badges |
| Cart adds | Does the product page persuade | Copy, A+ content, images, price against the market |
| Purchases | Do they finish the order | Availability, delivery promise, buy box |
Because the stages nest, the stage where your share falls away is the stage that needs work. A brand with healthy click share and thin purchase share does not have an advertising problem.
The share formula
Purchase Share = Your Purchases ÷ Total Purchases for the Query
A hypothetical worked example
The figures below are invented for round arithmetic and are not taken from any account. Suppose a query records 10,000 purchases across the market in one week and 200 of them are yours. Your purchase share is 2 per cent. If your click share on the same query is 8 per cent, you are winning the click and losing the sale. That gap sits on the product page and the price, not in the bid.
Why share beats volume
Raw search volume is the trap. A very large query you convert almost none of is worth less attention than a mid sized query where you already convert and are held back only by visibility. Our house view treats purchase share as the opportunity metric: high volume, low purchase share and genuine relevance together mark the gap worth attacking.
Grain and retention
SQP is published on weekly, monthly and quarterly grains. Amazon's retention is limited, so exporting and archiving on a schedule is the only way to hold a multi year view. Shurq keeps SQP as a first party surface with Search Queries, Market Share, Funnel and Compare views, and our house view treats it as ground truth for query volume and purchase behaviour when it disagrees with third party volume estimates.
Examples
- →Comparing your click share and purchase share on the same query to separate a listing problem from a visibility problem
- →Ranking queries by purchase share gap rather than by search volume before building a campaign
Related Terms
Search Term Report
Amazon report showing actual customer search queries that triggered your ads.
Targeting Report
Amazon report showing performance for the keywords and product targets you bid on, rather than the queries shoppers typed.
CVR
Conversion Rate - percentage of clicks that result in purchases.
CTR
Click-Through Rate - percentage of impressions that result in clicks.
Orders
Purchase events attributed to an ad click within its attribution window, counted per basket rather than per item.
Track your Search Query Performance automatically
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