SQP Analysis Overview

Author: Kadence Leung 

Last Update：2026/04/12

Introduction

Every time a shopper searches on Amazon, they leave behind a trail of data — what they searched, which products they clicked, what they added to cart, and what they actually bought. Amazon's Search Query Performance (SQP) report captures all of this. But in Seller Central, that data arrives as raw tables with no visualization, no trend history, and no way to compare your brand against the rest of the market.

SQP Insight changes that. Built on Amazon's first-party Brand Analytics data, it transforms raw SQP exports into a structured visual environment — so your team can stop rebuilding the same spreadsheet every week and start making decisions in minutes.

SQP Insight is built to answer questions like:

• Which search terms are sending impressions to my products — but failing to convert to clicks or purchases?
• Am I losing market share on my most important keywords, even while my ad numbers look stable?
• Is this ASIN's low sales caused by a visibility problem or a listing quality problem?
• Which search terms should I be targeting in ads that I'm not covering today?
• Where is category search demand growing that my brand isn't capturing?
• Did my listing update actually improve conversion — or did something else change?

SQP Insight is available for Seller accounts in US, DE, UK, CA, JP, FR, IT, and ES marketplaces.

The Value of SQP Insight

See Your True Market Position: For every search term, see exactly what percentage of impressions, clicks, and purchases your brand captures — compared to every other seller on Amazon, not just your own prior week.

Diagnose Problems at the Right Stage: SQP Insight pinpoints where your funnel breaks — impressions gap (you're not visible), CTR gap (listing isn't competitive), ATC gap (product page issue), or CVR gap (pricing or trust problem). Each problem has a different fix.

Move From Data to Action in One Platform: From any search term or ASIN row, add keywords directly to ad targeting or negative targeting without switching modules.

Replace Weekly CSV Work: SQP Insight automatically ingests up to 12 months of weekly history and refreshes every week. No downloads, no pivot tables, no manual comparisons.

Surface Opportunities You'd Otherwise Miss: Five smart preset filters automatically flag the highest-priority patterns — from high-traffic terms that aren't converting, to strong-performing products that just need more exposure.

When to Use SQP Insight

How SQP Insight Helps Different Roles

The Four Views of SQP Insight

Page	Goal
Search Query Main Page	The full keyword landscape for your catalog — market search volume, brand vs. market funnel, and which ASINs appear for each term. Use when: you want to evaluate keyword strategy, find coverage gaps, or understand category demand.
Search Query Detail Page	Click into any search term to compare all your ASINs appearing for it, with week-by-week trend data.   Use when: you want to know which of your products performs best for a specific keyword.
ASIN Main Page	Your full catalog at a glance. See every active ASIN ranked by SQP metrics, apply preset or custom filters, and use the Bubble Chart for portfolio-level prioritization.   Use when: you want to find which products have performance problems.
ASIN Detail Page	Click into any ASIN to see every search term driving (or limiting) its performance, with a Brand vs. Market Funnel showing exactly where that ASIN loses ground.   Use when: you know which ASIN has a problem and need to find the specific search terms behind it.

Smart Preset Filters

You can also build custom filters using Min / Max / Range on any SQP metric and save them for reuse across sessions.

Data Availability & Limitations

Important: SQP data and ad reporting use different measurement models and should never be directly compared. Use SQP for market share and funnel analysis; use ad reports for ROAS and spend efficiency.

FAQ

Q: What's the difference between SQP Insight and my Sponsored Ads reporting?

A: Ad reporting measures how efficiently you spend your budget within your own campaigns. SQP Insight measures how much of the total market you're capturing for each search term — including impressions, clicks, and purchases from organic placements, not just your ads. They answer different questions and should be used together, not interchangeably.

Q: Why do I see different numbers for the same metric in SQP and in my ad console?

A: The two systems use completely different measurement models. Amazon's official documentation explicitly states they should not be directly compared. This is expected behavior, not a data error.

Q: Why can't I see some of my ASINs?

A: SQP Insight only includes ASINs with ad spend greater than $0 in the past 14 days. ASINs without active ad spend are excluded by Amazon's data availability rules.

Q: Why is SQP Score greyed out?

A: SQP Score is only available when exactly one week is selected. Switch your date range to a single complete week to enable it.

Q: My Delta values are all negative. Is something broken?

A: No — negative Delta is expected and common. It means your brand is below the market average for that metric, which represents an opportunity gap. A Delta of zero or positive means you're at or above market.

Q: Why is my CTR in SQP much lower than in my ad reporting?

A: SQP captures impressions across every placement — paid and organic — including lower-ranked organic positions where shoppers rarely scroll. Ad reporting only tracks impressions from your active campaigns, which tend to run in high-visibility positions. The gap is expected and doesn't indicate a listing problem.

Q: How far back does historical data go?

A: Stores connected before 2026 have data back to the week of March 23, 2025. For stores connected more recently, data starts approximately one week before the authorization date. Historical backfill is not available.

Q: Which marketplaces are supported?

A: US, DE, UK, CA, JP, FR, IT, and ES. Other marketplaces are not currently available due to Amazon Brand Analytics data restrictions.

Q: How often is data refreshed?

A: Weekly, every Tuesday (UTC+8). If you authorize your account after Tuesday's scheduled run, your data will not appear until the following Tuesday — up to 6 days later.

Q: Can I use SQP Insight for a Vendor account?

A: No — SQP Insight is only available for Seller accounts. Vendor support is on the roadmap.

Q: What's the difference between ASIN Analysis and Search Term Analysis?

A: ASIN Analysis starts with your products — it answers "how is this ASIN performing across all the searches that reach it?" Search Term Analysis starts with keywords — it answers "which of my products are showing up for this search, and how well?" Use ASIN Analysis to diagnose a product issue; use Search Term Analysis to build or audit keyword strategy.

Q: How is Search Query Volume counted? Why does it sometimes look smaller than my click numbers?

A: Amazon counts Search Query Volume using deduplicated queries — if the same shopper searches the same term multiple times within a 24-hour session, it counts as one query. However, impressions, clicks, add-to-carts, and purchases include all repeated actions from that shopper. This means Search Query Volume can appear smaller than click or impression totals for the same term. CTR in SQP Insight is calculated as clicks ÷ impressions (not clicks ÷ search volume), so the metric always stays within a meaningful range.

Q: My products have high Add-to-Cart numbers but low purchases. What does that mean?

A: The High Cart, Low Purchase pattern has a 24-hour attribution window — shoppers who added to cart but didn't complete the purchase within 24 hours of their search are not counted as purchases in SQP. This often indicates a longer consideration cycle (common for higher-ticket items, gifts, or complex decisions) rather than a checkout problem. If this pattern appears consistently, consider moving the discovery phase earlier: retargeting campaigns (Sponsored Display or DSP) to re-engage shoppers who showed intent, time-limited promotions to reduce hesitation, or stronger social proof (reviews, A+ content) to build confidence at the detail page.