Glossary · Amazon Advertising
What is SQP?
Search Query Performance report
Quick Answer
Search Query Performance (SQP) is a Brand Analytics report showing, for every search term your ASINs appeared on, the total impressions, clicks, cart-adds and purchases that happened on Amazon — and your brand's share of each. It is the only Amazon report that shows demand you did not capture, which is why it matters more than the search-term report.
In Detail
Understanding SQP
Your advertising reports are self-referential: they show what happened on keywords you already bid on. SQP shows the whole funnel for a query across the marketplace — how many people searched it, how many clicked anything, how many bought — alongside your share at each step.
That turns diagnosis into arithmetic. High impression share with low click share is a listing-image or price problem. Healthy click share with poor purchase share is a conversion problem — reviews, price, availability. Low impression share on a high-volume query is simply demand you never bid for.
Business Impact
Why SQP Matters
Most sellers optimise the keywords they already convert on and never see the ones they are absent from. SQP is where that blind spot becomes visible and quantified.
It also reframes budget arguments. 'We should spend more' becomes 'here is a query with X purchases per week where our share is 2%' — a specific, checkable opportunity rather than an assertion.
From Our Own Book
How ATIL Works With SQP
Joining SQP with Product Opportunity Explorer and our own account data is the core of how we work: map total demand per keyword, find where demand is high and share is near zero, then move budget there weekly. It is the method behind a 5.35× blended ROAS across 51 brands rather than a claim about effort.
We pull SQP through the API into ScaleSkus so share-of-purchase is tracked per ASIN over time, not read once in a spreadsheet.
Figures are drawn from ATIL's managed portfolio and measured through platform APIs, not estimated.
FAQ