{"id":8669,"date":"2025-05-28T06:14:26","date_gmt":"2025-05-28T06:14:26","guid":{"rendered":"https:\/\/www.sellerapp.com\/help\/?post_type=docs&#038;p=8669"},"modified":"2025-05-28T06:14:26","modified_gmt":"2025-05-28T06:14:26","slug":"find-high-converting-keywords-with-amazon-sqp-report","status":"publish","type":"docs","link":"https:\/\/www.sellerapp.com\/help\/article\/find-high-converting-keywords-with-amazon-sqp-report\/","title":{"rendered":"How to Use Amazon\u2019s SQP Report to Find High-Converting Keywords You&#8217;re Probably Missing"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Amazon\u2019s search bar is where shopper intent begins\u2014and often ends. That makes the Search Query Performance (SQP) report one of the most powerful tools for brand-registered sellers. Yet, most don\u2019t fully use it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This isn\u2019t just a data dump. SQP is where you uncover exactly what real customers are typing, how they engage with your brand, and where you&#8217;re silently losing ground to competitors.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">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.<\/span><\/p>\n<h2><b>What Is Amazon\u2019s Search Query Performance Report?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">The <\/span><b>Search Query Performance<\/b><span style=\"font-weight: 400;\"> report is part of <\/span><b>Brand Analytics<\/b><span style=\"font-weight: 400;\"> (available to Brand Registered sellers). It provides visibility into:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Top queries customers use on Amazon<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Your brand\u2019s share of:<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Impressions<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Clicks<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Add to carts<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Purchases<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Trends over time by week or month<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Essentially, it tells you <\/span><b>how your brand and <a href=\"https:\/\/www.sellerapp.com\/help\/article\/asins-amazon-search-term-report\/\">specific ASINs<\/a> perform for specific customer search terms<\/b><span style=\"font-weight: 400;\">\u2014a goldmine for discovering what buyers are looking for and how well you&#8217;re meeting that demand.<\/span><\/p>\n<h2><b>Why Use SQP for Harvesting Search Terms?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Most <a href=\"https:\/\/www.sellerapp.com\/amazon-keyword-research.html\">keyword research tools<\/a> rely on estimates. While useful, they often lack <\/span><b>granular performance data specific to your brand or ASINs<\/b><span style=\"font-weight: 400;\">. SQP is direct from Amazon and <\/span><b>reflects actual user behavior<\/b><span style=\"font-weight: 400;\">, making it the most accurate data source available.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can use it to:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Identify underutilized search terms where your product has low visibility<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Discover high-converting queries not yet included in your listings<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Refine targeting for <a href=\"https:\/\/www.sellerapp.com\/blog\/amazon-sponsored-products-vs-sponsored-brands\/\">Sponsored Products &amp; Sponsored Brands<\/a><\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.sellerapp.com\/blog\/amazon-product-listing-guide\/\">Optimize listing<\/a> titles, bullet points, and <a href=\"https:\/\/www.sellerapp.com\/help\/article\/amazon-backend-keywords-listing-optimization\/\">backend keywords<\/a><\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<\/ul>\n<h2><b>Step-by-Step: How to Harvest Search Terms from SQP<\/b><\/h2>\n<h3><b>1. Download the SQP Report<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Go to <\/span><b>Brand Analytics &gt; Search Query Performance<\/b><span style=\"font-weight: 400;\"> in Seller Central and download the report for your desired timeframe (weekly or monthly). Choose <\/span><b>brand-level<\/b><span style=\"font-weight: 400;\"> or <\/span><b>ASIN-level<\/b><span style=\"font-weight: 400;\"> depending on your goals.<\/span><\/p>\n<h3><b>2. Sort and Filter by Relevance<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Look at the following columns:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Search Query<\/b><span style=\"font-weight: 400;\"> \u2013 What users are typing<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b><a href=\"https:\/\/www.sellerapp.com\/blog\/amazon-search-frequency-rank\/\">Search Frequency Rank<\/a> (SFR)<\/b><span style=\"font-weight: 400;\"> \u2013 The lower the number, the more popular the query<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Click Share &amp; Conversion Share<\/b><span style=\"font-weight: 400;\"> \u2013 Helps identify interest vs performance<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Impression Share<\/b><span style=\"font-weight: 400;\"> \u2013 Gauge your visibility<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<\/ul>\n<p><b>Pro Tip<\/b><span style=\"font-weight: 400;\">: Filter out branded keywords first (unless you&#8217;re analyzing brand dominance). Focus on <\/span><b>non-branded, high-intent terms<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h3><b>3. Identify Opportunity Gaps<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Now, ask:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Are there <\/span><b>high-SFR (popular) queries<\/b><span style=\"font-weight: 400;\"> where I have <\/span><b>low or zero impression share<\/b><span style=\"font-weight: 400;\">?<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Am I getting impressions but <\/span><b>low click share<\/b><span style=\"font-weight: 400;\">? That\u2019s a <\/span><b>listing optimization opportunity<\/b><span style=\"font-weight: 400;\">.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Are there queries with good click share but <\/span><b>low conversion share<\/b><span style=\"font-weight: 400;\">? Consider pricing, reviews, or product relevance.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">These gaps are your <\/span><b>search term harvesting zones<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h3><b>4. Enrich Your Keyword List with SellerApp<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Once you\u2019ve identified promising queries in SQP, use <\/span><b>SellerApp<\/b><span style=\"font-weight: 400;\"> to:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Expand keywords with related search term variations<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Analyze competition and search volume<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Identify keyword trends<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Get actionable suggestions for listing and PPC optimization<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">SellerApp helps combine Amazon&#8217;s first-party data with enhanced keyword intelligence, giving you a powerful edge in building and prioritizing your keyword strategy.<\/span><\/p>\n<h3><b>5. Apply the Keywords Strategically<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Add harvested search terms to:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Product Titles<\/b><span style=\"font-weight: 400;\"> \u2013 Prioritize top-performing keywords<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b><a href=\"https:\/\/www.sellerapp.com\/blog\/amazon-bullet-points\/\">Bullet Points<\/a> and Description<\/b><span style=\"font-weight: 400;\"> \u2013 Integrate mid- to long-tail keywords naturally<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Backend Search Terms<\/b><span style=\"font-weight: 400;\"> \u2013 Include relevant terms not visible on the frontend<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.sellerapp.com\/help\/article\/amazon-ppc-campaign-manager\/\"><b>PPC Campaigns<\/b><\/a><span style=\"font-weight: 400;\"> \u2013 Test search terms with low organic presence<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<\/ul>\n<h2><b>Real Example (Hypothetical)<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Let\u2019s say you sell a \u201cReusable Silicone Food Storage Bag.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In SQP, you notice:<\/span><\/p>\n<table>\n<tbody>\n<tr>\n<td><b>Search Query<\/b><\/td>\n<td><b>SFR<\/b><\/td>\n<td><b>Impression Share<\/b><\/td>\n<td><b>Click Share<\/b><\/td>\n<td><b>Purchase Share<\/b><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">reusable food bags<\/span><\/td>\n<td><span style=\"font-weight: 400;\">2,341<\/span><\/td>\n<td><span style=\"font-weight: 400;\">1.2%<\/span><\/td>\n<td><span style=\"font-weight: 400;\">0.4%<\/span><\/td>\n<td><span style=\"font-weight: 400;\">0.2%<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">silicone lunch bag<\/span><\/td>\n<td><span style=\"font-weight: 400;\">6,205<\/span><\/td>\n<td><span style=\"font-weight: 400;\">0.5%<\/span><\/td>\n<td><span style=\"font-weight: 400;\">0.3%<\/span><\/td>\n<td><span style=\"font-weight: 400;\">0.1%<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">eco friendly ziplock bags<\/span><\/td>\n<td><span style=\"font-weight: 400;\">3,112<\/span><\/td>\n<td><span style=\"font-weight: 400;\">0.8%<\/span><\/td>\n<td><span style=\"font-weight: 400;\">0.2%<\/span><\/td>\n<td><span style=\"font-weight: 400;\">0.05%<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-weight: 400;\">These results indicate high demand, low visibility, and minimal conversions\u2014meaning there&#8217;s <\/span><b>room for optimization<\/b><span style=\"font-weight: 400;\">. You might not be ranking well organically, or your listing doesn\u2019t resonate with that audience. These queries are now <\/span><b>keyword opportunities<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2><b>Final Tips<\/b><\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Track over time<\/b><span style=\"font-weight: 400;\">: Look at SQP monthly to monitor changes in user search behavior and your performance.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Align with seasonality<\/b><span style=\"font-weight: 400;\">: Use SQP to adjust keywords and PPC during seasonal events like Prime Day, holidays, or back-to-school.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Combine with SellerApp data<\/b><span style=\"font-weight: 400;\">: Use it to benchmark against competitors and track keyword trends over time.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Ultimately, Amazon\u2019s Search Query Performance report isn\u2019t just a reporting tool, it\u2019s more of an <\/span><b>actionable keyword discovery engine<\/b><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sellers who learn to harness it can make data-driven decisions, improve visibility, and dominate search results by aligning their content and ads with <\/span><b>actual customer intent<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><b>Ready to boost your Amazon SEO and ads?<\/b><span style=\"font-weight: 400;\"> Dive into your SQP data and start harvesting high-converting search terms\u2014powered by <a href=\"https:\/\/www.sellerapp.com\/help\/article\/how-does-product-intelligence-data-help-optimize-product-listing\/\">insights from <\/a><\/span><b>SellerApp<\/b><span style=\"font-weight: 400;\">.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Amazon\u2019s search bar is where shopper intent begins\u2014and often ends. That makes the Search Query Performance (SQP) report one of the most powerful tools for brand-registered sellers. Yet, most don\u2019t fully use it. This isn\u2019t just a data dump. SQP is where you uncover exactly what real customers are typing, how they engage with your [&hellip;]<\/p>\n","protected":false},"author":1982,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"open","ping_status":"closed","template":"","doc_tag":[],"doc_category":[308],"class_list":["post-8669","docs","type-docs","status-publish","hentry","doc_category-sellercentral-know-how","no-post-thumbnail"],"_links":{"self":[{"href":"https:\/\/www.sellerapp.com\/help\/wp-json\/wp\/v2\/docs\/8669","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sellerapp.com\/help\/wp-json\/wp\/v2\/docs"}],"about":[{"href":"https:\/\/www.sellerapp.com\/help\/wp-json\/wp\/v2\/types\/docs"}],"author":[{"embeddable":true,"href":"https:\/\/www.sellerapp.com\/help\/wp-json\/wp\/v2\/users\/1982"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sellerapp.com\/help\/wp-json\/wp\/v2\/comments?post=8669"}],"version-history":[{"count":1,"href":"https:\/\/www.sellerapp.com\/help\/wp-json\/wp\/v2\/docs\/8669\/revisions"}],"predecessor-version":[{"id":8673,"href":"https:\/\/www.sellerapp.com\/help\/wp-json\/wp\/v2\/docs\/8669\/revisions\/8673"}],"wp:attachment":[{"href":"https:\/\/www.sellerapp.com\/help\/wp-json\/wp\/v2\/media?parent=8669"}],"wp:term":[{"taxonomy":"doc_tag","embeddable":true,"href":"https:\/\/www.sellerapp.com\/help\/wp-json\/wp\/v2\/doc_tag?post=8669"},{"taxonomy":"doc_category","embeddable":true,"href":"https:\/\/www.sellerapp.com\/help\/wp-json\/wp\/v2\/doc_category?post=8669"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}