What is Amazon Search Query Performance?
Amazon Search Query Performance is a Brand Analytics dashboard that reports how specific shopper search queries perform across impressions, clicks, cart adds, and purchases. Eligible brands can compare total query activity with their own brand counts and shares through each stage of the search funnel. The dashboard lists search queries associated with the selected brand or ASIN view and reports total query performance alongside the brand's contribution. Metrics typically cover search query volume, impressions, clicks, cart adds, purchases, and the brand's share at each stage. For a cast iron skillet, a query may show strong brand impression share but weak click share. That suggests the product is visible but shoppers choose competing results. Strong click share followed by weak purchase share points further down the funnel towards the detail page, offer, reviews, price, or product fit. Start with queries that matter commercially and have enough volume to interpret. Compare share across consecutive stages. Low impression share can indicate limited visibility or relevance. A large drop from impressions to clicks can indicate weak search-result appeal. A drop from clicks to purchases can indicate conversion or offer problems. Use the diagnosis to choose the next action. Improve keyword relevance and advertising coverage for visibility gaps. Review the main image, title, price, ratings, and delivery promise for click gaps. Review detail-page content, variations, reviews, returns, and offer competitiveness for purchase gaps. Availability and detail depend on Brand Registry eligibility, marketplace, reporting view, query thresholds, and Amazon's reporting rules. The dashboard does not provide a complete history of every search or explain the exact cause of a share change. Treat it as diagnostic evidence rather than a direct instruction to insert every query into a listing. Check relevance, profitability, ranking, advertising data, search terms, seasonality, and competitor changes. A query can have high volume but still be unsuitable for the product.
Amazon Search Query Performance shows query-level impressions, clicks, cart adds, purchases, and brand share across the search funnel.