Most Amazon reports show what happened to your own listings or your own ads. The Search Query Performance report shows something else: what happened to every shopper who searched a given query, and how much of that activity went to your brand. It is the closest thing Amazon offers to a share of search report for each keyword.

This guide explains where to find the report, what each column means, the four patterns worth looking for and how to act on each.

Where it lives and how to set it up

The report sits in Brand Analytics, which is available to brands enrolled in Brand Registry. Choose a view (brand or a single ASIN) and a period (weekly, monthly or quarterly). Brand view is best for the big picture. ASIN view is best when you want to diagnose a single product.

Start with monthly. Weekly views are noisy for smaller queries, and quarterly views hide recent changes. Use weekly only around launches and sales events, when behavior moves fast.

The columns, step by step

The report is a funnel. For each query you get the same four stages, and for each stage a total and your brand's count and share.

Search query volume. How many times shoppers searched the query in the period. This is the size of the opportunity.

Impressions. Total impressions across all products shown for the query, and how many of them were yours. Your impression share is roughly how visible you were.

Clicks. Total clicks on products for the query, your clicks and your click share. Comparing click share to impression share tells you whether shoppers who see you choose you.

Cart adds. Total add to cart actions, yours and your share. A drop between clicks and cart adds usually points to the detail page: price, images, reviews or delivery speed.

Purchases. Total purchases for the query, yours and your share. This is the number that matters most, and the one to compare against impression share.

The report also shows median prices at each stage for the market and for your brand, which helps explain gaps that are really about price.

Pattern 1: low visibility, strong conversion

Your purchase share is close to or above your impression share, but your impression share is small. Shoppers who see you buy at a healthy rate. Not enough of them see you.

Action: more visibility. Add the query as an exact match keyword if it is not already one, raise the bid if it is, and consider a top of search placement adjustment for the campaign that holds it. These queries are usually the best use of extra ad budget in the account. Sponsored Products placements covers how placement adjustments work.

Pattern 2: high visibility, weak clicks

You have a good impression share, but your click share is much lower. Shoppers see you and pick someone else.

Action: fix the search result, not the bid. Check the main image, title, price and review count against the products that win the clicks. Raising the bid here buys more of the same weak impressions. Improving CTR covers what to test.

Pattern 3: clicks but no cart adds

Click share is healthy, but cart add share falls away. Shoppers come to the page and leave.

Action: fix the detail page. Compare your median price with the market's at the cart add stage. Check delivery promise, images and the first few lines of bullets. Hold ad spend on this query flat until conversion improves. Using ad data to improve listings covers the method.

Pattern 4: high volume, low share everywhere

A large query where your share is small at every stage. It may be relevant, or it may be a browsing term that only loosely fits your product.

Action: test before investing. Run it in exact match with a capped budget for a few weeks. If it converts near your account average, keep it. If it does not, add it as a negative and move on. Not every big query is worth winning.

Connecting it to your ad data

The report does not separate paid and organic. Pair it with your search term report for the same period. If a query shows a strong purchase share and almost all your purchases on it came through ads, your position depends on the ad. If most came organically, the ad may be covering ground you already hold, and you can test lowering the bid.

Run this comparison monthly. Keep a short list of the ten queries that matter most and track their shares over time. A falling share on a core query is an early warning that a competitor is gaining, often before it shows up in your sales. Brand Analytics for PPC decisions puts this report into a wider monthly routine.

A few cautions keep the analysis clean. Do not compare a weekly view with a monthly one, since shares on small queries swing more in short periods. Do not read a single bad week as a trend. Look for the same pattern across at least two consecutive months before making a large change.

Watch for queries that contain a competitor's brand name. Your share will naturally be low, and that is expected. They belong in a separate list, judged on whether conquesting is worth the cost, not on whether your share is rising.

Finally, record what you change. When you raise a bid or fix a listing because of a pattern in this report, note the query, the change and the date. The next month's report then becomes a test of that change, not just another snapshot.

Frequently asked questions

Where do I find the Search Query Performance report?

In Seller Central, under Brands, then Brand Analytics. It is available to brand owners enrolled in Brand Registry. You can view it by brand or by ASIN, and choose a weekly, monthly or quarterly period.

Does the Search Query Performance report include ad traffic?

It covers shopper search behavior across Amazon search, so it includes both organic and paid activity for each query without separating them. To see which part came from ads, compare it with your search term report for the same period.

What is a good brand share in the Search Query Performance report?

There is no universal number. A share that is good for a broad category query would be poor for a query that contains your brand name. Compare each query's share across the funnel steps instead: a drop from impression share to click share or from cart add share to purchase share tells you where you are losing shoppers.

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