How to Use Amazon’s SQP Report to Find High-Converting Keywords You’re Probably Missing

Amazon’s search bar is where shopper intent begins—and often ends. That makes the Search Query Performance (SQP) report one of the most powerful tools for brand-registered sellers. Yet, most don’t fully use it.

This isn’t just a data dump. SQP is where you uncover exactly what real customers are typing, how they engage with your brand, and where you’re silently losing ground to competitors.

This guide breaks down how to mine the SQP report for hidden keyword opportunities, then turn those into SEO and ad performance gains you can measure.

What Is Amazon’s Search Query Performance Report?

The Search Query Performance report is part of Brand Analytics (available to Brand Registered sellers). It provides visibility into:

• Top queries customers use on Amazon
  
• Your brand’s share of:
  
  • Impressions
    
  • Clicks
    
  • Add to carts
    
  • Purchases
    
• Trends over time by week or month
  

Essentially, it tells you how your brand and specific ASINs perform for specific customer search terms—a goldmine for discovering what buyers are looking for and how well you’re meeting that demand.

Why Use SQP for Harvesting Search Terms?

Most keyword research tools rely on estimates. While useful, they often lack granular performance data specific to your brand or ASINs. SQP is direct from Amazon and reflects actual user behavior, making it the most accurate data source available.

You can use it to:

• Identify underutilized search terms where your product has low visibility
  
• Discover high-converting queries not yet included in your listings
  
• Refine targeting for Sponsored Products & Sponsored Brands
  
• Optimize listing titles, bullet points, and backend keywords
  

Step-by-Step: How to Harvest Search Terms from SQP

1. Download the SQP Report

Go to Brand Analytics > Search Query Performance in Seller Central and download the report for your desired timeframe (weekly or monthly). Choose brand-level or ASIN-level depending on your goals.

2. Sort and Filter by Relevance

Look at the following columns:

• Search Query – What users are typing
  
• Search Frequency Rank (SFR) – The lower the number, the more popular the query
  
• Click Share & Conversion Share – Helps identify interest vs performance
  
• Impression Share – Gauge your visibility
  

Pro Tip: Filter out branded keywords first (unless you’re analyzing brand dominance). Focus on non-branded, high-intent terms.

3. Identify Opportunity Gaps

Now, ask:

• Are there high-SFR (popular) queries where I have low or zero impression share?
  
• Am I getting impressions but low click share? That’s a listing optimization opportunity.
  
• Are there queries with good click share but low conversion share? Consider pricing, reviews, or product relevance.
  

These gaps are your search term harvesting zones.

4. Enrich Your Keyword List with SellerApp

Once you’ve identified promising queries in SQP, use SellerApp to:

• Expand keywords with related search term variations
  
• Analyze competition and search volume
  
• Identify keyword trends
  
• Get actionable suggestions for listing and PPC optimization
  

SellerApp helps combine Amazon’s first-party data with enhanced keyword intelligence, giving you a powerful edge in building and prioritizing your keyword strategy.

5. Apply the Keywords Strategically

Add harvested search terms to:

• Product Titles – Prioritize top-performing keywords
  
• Bullet Points and Description – Integrate mid- to long-tail keywords naturally
  
• Backend Search Terms – Include relevant terms not visible on the frontend
  
• PPC Campaigns – Test search terms with low organic presence
  

Real Example (Hypothetical)

Let’s say you sell a “Reusable Silicone Food Storage Bag.”

In SQP, you notice:

These results indicate high demand, low visibility, and minimal conversions—meaning there’s room for optimization. You might not be ranking well organically, or your listing doesn’t resonate with that audience. These queries are now keyword opportunities.

Final Tips

• Track over time: Look at SQP monthly to monitor changes in user search behavior and your performance.
  
• Align with seasonality: Use SQP to adjust keywords and PPC during seasonal events like Prime Day, holidays, or back-to-school.
  
• Combine with SellerApp data: Use it to benchmark against competitors and track keyword trends over time.
  

Ultimately, Amazon’s Search Query Performance report isn’t just a reporting tool, it’s more of an actionable keyword discovery engine. 

Sellers who learn to harness it can make data-driven decisions, improve visibility, and dominate search results by aligning their content and ads with actual customer intent.

Ready to boost your Amazon SEO and ads? Dive into your SQP data and start harvesting high-converting search terms—powered by insights from SellerApp.