Search query performance
Analyze the organic search terms driving traffic to your products. Search Query Performance (SQP) uses Amazon Brand Analytics data to show week-over-week trends with heatmap coloring, helping you identify growth opportunities and declining keywords.
Prerequisites
- At least one Amazon account connected
- SP-API connection enabled (for Brand Analytics access)
- Brand Registry enrollment on at least one brand
If no ASINs appear, you'll see an empty state with a Check Amazon Connections button. Verify your SP-API connection and Brand Registry enrollment.
Three tabs
| Tab | What it shows |
|---|---|
| Search Queries | Weekly SQP data per keyword with week-over-week heatmap coloring |
| ASIN Summary | Aggregated metrics per ASIN across all search queries |
| Ad Impact | Cross-references organic ranking with exact-match ad spend to classify keyword health |
Your selected tab persists in the URL (e.g. ?view=ad-impact), so refreshing or sharing the link keeps the same view.
Select an ASIN
Use the ASIN dropdown at the top to choose which product to analyze. The dropdown shows each product's ASIN, title, and total sales.
The Search Queries and Ad Impact tabs both use the ASIN selector. The ASIN Summary tab has no selector — it shows all ASINs at once.
Search Queries tab
The main table shows 12 weeks of data by default for each search term associated with your product. Each row displays the search query, a relevance score, and color-coded metric cells showing the week-over-week change.
Metrics displayed
Each row shows six metrics, each with its own color indicator:
| Metric | What it measures |
|---|---|
| Search Volume | Total searches for this query |
| Delta CVR | Week-over-week change in conversion rate |
| CVR (ASIN) | Your product's conversion rate for this query |
| CTR (ASIN) | Your product's click-through rate |
| Click Share | Your share of clicks for this query |
| Purchase Share | Your share of purchases for this query |
Understanding WoW coloring
Cell background colors indicate how a metric changed from the previous week:
| Change | Color |
|---|---|
| +20% or more | Strong green |
| +10% to +19.9% | Medium green |
| +5% to +9.9% | Light green |
| +2% to +4.9% | Very light green |
| +0.1% to +1.9% | Pale green |
| ~0% (no change) | Gray |
| -0.1% to -1.9% | Pale amber |
| -2% to -4.9% | Very light amber |
| -5% to -9.9% | Light amber |
| -10% to -19.9% | Medium amber |
| -20% or worse | Strong amber |
This makes it easy to spot keywords gaining or losing traction at a glance.
The table loads 100 rows at a time with infinite scroll. Use the search bar to filter by keyword text.
ASIN Summary tab
Shows aggregated performance metrics for all your ASINs in a single table. Delta columns (Delta CVR, Delta CTR) are heatmap-colored to highlight changes.
| Column | Description |
|---|---|
| ASIN | Product identifier |
| Delta CVR | Week-over-week conversion rate change |
| Delta CTR | Week-over-week click-through rate change |
| Click Share | Your share of clicks |
| Purchase Share | Your share of purchases |
| CVR (ASIN) | Current conversion rate |
| Queries | Number of search queries |
| Volume | Total search volume |
Ad Impact tab
The Ad Impact tab is the most actionable view. It cross-references your organic search performance with your exact-match advertising spend to classify each keyword into one of seven categories:
| Classification | Color | Meaning |
|---|---|---|
| Gaining Ground | Green | Organic rankings improving with active ad support |
| Pushing | Blue | Ads running actively, monitoring for ranking lift |
| Stalling | Amber | Spending on ads but organic metrics declining |
| No Push | Dark amber | Exact match target exists but no ad spend |
| Low Push | Orange | Exact match target exists with minimal ad spend |
| Paused | Gray | Campaign or target is paused |
| No Target | Dark gray | No exact match campaign for this search query |
Filtering keywords
A summary bar at the top shows the count for each classification. Click any chip to filter the table to only those keywords — click it again to clear the filter.
Use the Active Spend toggle to show only keywords with ad spend in the last 4 weeks. This hides keywords classified as No Target, No Push, or Paused that have no recent spend.
Reading the table
Each row shows the search query, relevance score, classification badge, and a diagnosis explaining why the keyword received that classification. When bid data is available, you'll also see the current bid and suggested bid range.
Rows display seven primary metrics by default:
| Metric | Group |
|---|---|
| Click Share | Organic |
| Purchase Share | Organic |
| CVR | Organic |
| Ad Spend | Paid |
| Ad Sales | Paid |
| ACOS | Paid |
| Search Volume | Market |
Click any row to expand it and reveal four additional metrics: Imp. Share, Cart Share, Ad Clicks, and Ad CVR.
Trend arrows appear on Click Share, Purchase Share, and Ad Spend to show the week-over-week direction.
Data freshness
A "Data updated" timestamp appears below each table. Recent period columns may show a clock icon indicating data is still maturing (7-day attribution window for sales data).
What's next
- Long-term keyword value — track cumulative ROAS over 12 months
- Recommendations — discover keyword opportunities you're missing