Optimizing ASIN Metadata with SQP Report

Most sellers rely almost entirely on PPC data to understand their keyword performance. But those reports only show part of the story, specifically, the paid portion. The other part? That’s what the Search Query Performance dashboard gives you, . They obsess over what keywords to target, but rarely ask how those keywords are actually performing across impressions, clicks, and purchases, on a query-by-ASIN level. That’s exactly what SQP shows. The SQP dashboard is available inside Brand Analytics for brand-registered sellers. It shows organic, query-level data across impressions, clicks, and purchases, tied directly to your ASINs. No ads required. It answers questions most sellers never ask: • You ranked. But did they click? • They clicked. But did they buy? • They bought. But did they buy you or your competitor? When I walk clients through SQP for the first time, I often hear the same reactions: “Wait, this is where I can see if people are searching and not clicking?” “I can actually see my ASIN’s share of clicks and impressions vs. others?” “Why didn’t I look at this sooner?” Most think they’re “doing SEO” just because they optimized a title or ran a keyword report. But that’s only half the picture. Without SQP, you’re optimizing without seeing how real shoppers behave. And if you want to go deeper, the Search Query Details View lets you analyze: • Click share and impression share • Performance by query + ASIN + brand + price • Weekly shifts in visibility and conversions • The average order value of all Amazon sales for that search query • The average order value for your ASIN or brand for that same query This helps you spot where you're actually gaining or losing momentum: • Are we winning on branded terms? • Are our prices hurting conversions? • Is our click share dropping even though impression share is steady? When sellers start using this dashboard consistently, they stop asking surface-level questions like “Why isn’t my listing ranking?” and start asking better ones: “Where exactly in the funnel are we losing traction, and why?” That’s backend intelligence and operational efficiency, because it takes time to learn. But once you do, it scales fast. Because visibility without conversion is a false win. And real results show up when we understand how your traffic behaves, before and after they click. If you're not using SQP yet, start with the Brand View. It won’t just show you the numbers. It will show you how your business is actually being found. #AmazonSellers #SearchQueryPerformance #BrandAnalytics

Step by Step guide on how we are using the SQP Report to understand SERP Better Most advertisers glance at the SQP Report for branded vs. non-branded performance. That’s surface-level. At SellerExa, we take it deeper—matching SQP data against industry benchmarks to extract actionable insights. Here’s how: ➡️ Search Term Segmentation → Performance Tiering We cluster queries by brand/non-brand and revenue contribution → tag them by high/medium/low efficiency to prioritize optimization layers. ➡️ Impression Share Mapping → Market Gaps Using category-level benchmarks, we identify where non-brand queries have high volume but low brand presence → signal for aggressive targeting ➡️ Click Share vs. Category CTRs → Intent Alignment Benchmarking click share against industry CTR ranges tells us where we’re under-engaging → we adjust the Main image & Title accordingly ➡️ Query Funnel Mapping → Creative & Bid Tailoring By tagging search terms to funnel stages/ Ranking stages , we align CPC bids and Title themes to match intent—benchmarking CVR at each layer. Bottom Line: The SQP Report isn’t a diagnostic—it’s a competitive signal. Paired with industry benchmarks, it helps us engineer smarter growth, allocate more efficiently, and win non-brand share without guesswork. If you're only skimming the SQP surface, you're leaving insight—and market share—on the table.

Search Query Performance Report is the most powerful Amazon tool you've never heard of. When I ask DTC brands if they've looked into SQP reports for their brand, the answer is always the same: "What's that?" After managing $200M+ on Amazon for brands like Ridge Wallets and HexClad, I can tell you this is the biggest missed opportunity. Search Query Performance Report literally gives you ALL the data you'd ever dream of: • What search queries lead to conversions for your brand • How your brand compares to the market on EVERY keyword • Your click-through rate vs. market average • Your conversion rate vs. market average • Sales volume for each keyword It's like lifting up the hood and seeing the engine of your brand. Most DTC brands are shocked to discover 80-90% of their purchases come from branded searches. But the real gold is finding those non-branded keywords where you're converting better than the market. For example, when we found "frying pan" was a top search term for HexClad, we: - Optimized the title (most important keyword at the beginning) - Called out key features in the image stack - Adjusted our PPC strategy to target it more aggressively - This data is so valuable that we built our own custom dashboard that scrapes - SQP weekly to track trends over time. The dashboard makes this complex data easy to read and actionable. Amazon isn't like Shopify. It's not about creating awareness — it's about capturing high-intent buyers who are already searching. SQP reports show you exactly where those buyers are and how well you're converting them. Are you using this data to drive your Amazon strategy?

𝐓𝐡𝐞 𝐒𝐞𝐜𝐫𝐞𝐭 𝐖𝐞𝐚𝐩𝐨𝐧 𝐌𝐨𝐬𝐭 𝐀𝐦𝐚𝐳𝐨𝐧 𝐒𝐞𝐥𝐥𝐞𝐫𝐬 𝐈𝐠𝐧𝐨𝐫𝐞 If your Amazon sales are stuck, you’re not alone. Most sellers guess. They tweak listings. They dump money into PPC. They hope. But Amazon is already telling you why sales are low. The answer? 𝐓𝐡𝐞 𝐒𝐞𝐚𝐫𝐜𝐡 𝐐𝐮𝐞𝐫𝐲 𝐏𝐞𝐫𝐟𝐨𝐫𝐦𝐚𝐧𝐜𝐞 (𝐒𝐐𝐏) 𝐑𝐞𝐩𝐨𝐫𝐭. 𝐇𝐞𝐫𝐞’𝐬 𝐭𝐡𝐞 𝐤𝐢𝐜𝐤𝐞𝐫 - 𝟗𝟗% 𝐨𝐟 𝐬𝐞𝐥𝐥𝐞𝐫𝐬 𝐧𝐞𝐯𝐞𝐫 𝐜𝐡𝐞𝐜𝐤 𝐢𝐭. Big mistake. The SQP Report is a goldmine. It shows where your funnel breaks. It’s not about impressions. Or even purchases. It’s about clicks. No clicks? No sales. Let’s break it down. 𝐖𝐡𝐚𝐭 𝐢𝐬 𝐭𝐡𝐞 𝐒𝐐𝐏 𝐑𝐞𝐩𝐨𝐫𝐭? It’s in Amazon Brand Analytics. It tracks shopper behavior. 𝐅𝐨𝐮𝐫 𝐬𝐭𝐚𝐠𝐞𝐬 1-𝐈𝐦𝐩𝐫𝐞𝐬𝐬𝐢𝐨𝐧𝐬 - Your product shows up. 2-𝐂𝐥𝐢𝐜𝐤𝐬- Shoppers tap your listing. 3-𝐂𝐚𝐫𝐭 𝐀𝐝𝐝𝐬 - They add to cart. 4-𝐏𝐮𝐫𝐜𝐡𝐚𝐬𝐞𝐬 - They checkout. Most sellers focus on impressions. Wrong move. The real battleground? Clicks. 𝐖𝐡𝐲 𝐌𝐨𝐬𝐭 𝐒𝐞𝐥𝐥𝐞𝐫𝐬 𝐅𝐚𝐢𝐥 They guess. They tweak. They waste money. The SQP Report fixes this. It shows ✅Where shoppers drop off. ✅If competitors steal your clicks. ✅Which keywords drive sales. 𝐓𝐡𝐞 𝟒-𝐒𝐭𝐚𝐠𝐞 𝐅𝐮𝐧𝐧𝐞𝐥 - 𝐅𝐢𝐱 𝐖𝐡𝐚𝐭’𝐬 𝐁𝐫𝐨𝐤𝐞𝐧 𝐈𝐦𝐩𝐫𝐞𝐬𝐬𝐢𝐨𝐧𝐬 - Not ranking? Optimize backend keywords. 𝐂𝐥𝐢𝐜𝐤𝐬 - Low CTR? Fix your title, images, price. 𝐂𝐚𝐫𝐭 𝐀𝐝𝐝𝐬 - Not convincing? Improve bullets, reviews.pricing. 𝐏𝐮𝐫𝐜𝐡𝐚𝐬𝐞𝐬 - Not converting? Beat competitors on value. 𝐓𝐡𝐞 𝐔𝐧𝐢𝐪𝐮𝐞 𝐈𝐧𝐬𝐢𝐠𝐡𝐭 The SQP Report shows exact search terms. Use it to 🔰Find high-intent keywords. 🔰Cut irrelevant ones. 🔰Optimize for what works. 𝐄𝐱𝐚𝐦𝐩𝐥𝐞 Selling “organic protein powder”? Shoppers search “vegan protein powder”? Adjust your keywords intent 𝐇𝐨𝐰 𝐭𝐨 𝐔𝐬𝐞 𝐭𝐡𝐞 𝐒𝐐𝐏 𝐑𝐞𝐩𝐨𝐫𝐭 Step 1-Open it in Brand Analytics. Step 2-Check CTR. Below 0.5%? Fix your listing. Step 3-Review cart add & purchase rates. Step 4-Fix what’s broken. Double down on what works. ---------------------------- PS: 𝐇𝐨𝐰 𝐝𝐨 𝐲𝐨𝐮 𝐮𝐬𝐞 𝐒𝐐𝐏 𝐟𝐨𝐫 𝐲𝐨𝐮𝐫 𝐚𝐦𝐚𝐳𝐨𝐧 𝐒𝐭𝐨𝐫𝐞 ?