Unlocking Keyword Insights: Amazon Search Term Reports & Brand Analytics

Search Query Performance (SQP) reports reveal the exact queries shoppers used before clicking your product. Use this data to identify terms you hadn’t considered. If you see 'BPA‑free water bottle with straw' driving conversions, ensure those words appear in your title or bullets. Conversely, if irrelevant queries are bringing traffic that doesn’t convert, add clarifying terms to your copy to set expectations.

Brand Analytics offers click share and conversion share across the top three products for each query. Analyse how you stack up: if your click share is low but conversion share is high, your listing resonates with those who find it; invest in ads to increase visibility. If click share is high but conversion share is low, refine your listing or lower your price. Use this data to prioritise which keywords to bid on and which to target organically.

Combine SQP and Brand Analytics insights with competitor research. Perform Reverse ASIN lookups to see which queries drive your competitors’ sales and cross‑reference them with your own data. Identify gaps where competitors are ranking and you’re not, and update your Search Terms or ad campaigns accordingly. Regularly reviewing these reports keeps your keyword strategy data‑driven and aligned with shopper behaviour.

Combine SQP and Brand Analytics to refine your keyword strategy. Start by identifying terms where your product appears frequently but ranks poorly; optimise your title and bullet points to improve relevancy. Then spot terms you’re converting well on but aren’t bidding heavily on in ads; increasing ad spend here can amplify your results. By pairing data analysis with listing optimisation, you turn reports into revenue.

Brand Analytics complements SQP by ranking the top searched terms on Amazon and showing the click and conversion share of the top three products. Use this data to benchmark your performance against the market. If you’re absent from the top click share for your primary keyword, investigate whether your price, images or review count are competitive. Consider creating targeted campaigns for terms where you already have strong conversion share to maximise return on ad spend.

Search Query Performance (SQP) reports provide a treasure trove of data. They show how many times your product or brand appeared for specific search queries, how many clicks and add‑to‑carts those impressions generated and how many conversions resulted. Use this report to identify high‑impression, low‑conversion terms and decide whether to update your listing or negative‑match them in ads.

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Keywords drive discovery on Amazon, and the best ones aren’t always obvious. Brand‑registered sellers have access to rich data sources-Search Query Performance (SQP) reports and Brand Analytics-that reveal which search terms shoppers use and how they convert. By mining these reports, you can refine your listings and campaigns with precision.

What Are SQP and Brand Analytics?

Search Query Performance reports show the top search queries that led shoppers to your brand, ranked by impression share, click share and conversion share. Brand Analytics provides similar data across the marketplace, including the most clicked and purchased ASINs for each search term. Together, they tell you which keywords attract shoppers and which drive sales.

How to Use These Insights

• Identify high‑converting keywords. Look for search terms where you have a high conversion share but low impression share-these are opportunities to increase visibility.
• Spot missed opportunities. If a keyword has a high click share but low conversion, consider optimizing your listing to better match shopper intent.
• Monitor trends over time. Seasonal spikes or emerging phrases can inform new product development or campaigns.
• Feed insights back into your listing. Use high‑performing keywords in your title, bullets and backend fields, and allocate ad spend toward terms that convert well.

Leveraging Amazon’s proprietary data helps you move beyond intuition. When combined with external keyword tools and competitive research, SQP and Brand Analytics become your compass for continuous optimization.

Turn data into action: SQP and Brand Analytics reports reveal which search terms drive impressions, clicks and conversions. Use those insights to refine your Search Terms and create new PPC campaigns targeting high‑converting keywords. If a term drives lots of clicks but few purchases, adjust your listing so the benefits align with that searcher’s intent.