Search Query Performance helps eligible brands examine performance for individual Amazon search queries. It is particularly useful when spending more on advertising no longer produces the expected result. Start by checking marketplace, period and whether you are looking at the brand or an individual ASIN.

Use the right report for the question

Search Query Performance provides a query view. Search Catalog Performance provides an ASIN view across queries. Advertising search-term reports describe paid activity and attribution. Business Reports describe product traffic and sales. Their definitions and time references differ, so the numbers are not interchangeable.

Amazon documents the search analytics reports and their fields.

Compare shares without confusing denominators

Your click share is your share of the clicks recorded for a query. Purchase share is your share of the purchases recorded at that stage. They are stage shares, not successive conversion rates for a tracked group of individual shoppers.

Read the dashboard definition for each rate column. If you calculate purchases divided by clicks yourself, label it as your own calculation. It is not automatically the same as the displayed Purchase Rate or a person-level conversion rate.

Four useful diagnostic patterns

Limited impressions for a relevant query: Check offer availability, product relevance, attributes, variants and actual ad delivery before increasing budget.

Visibility without a strong click share: Compare the main image, title, price, delivery promise and the query's intent. A shopper seeking a two-pack may not want your single item even if the underlying product is similar.

Clicks without a comparable purchase share: Check compatibility, dimensions, pack contents, price, Featured Offer and delivery. Fix an offer problem before commissioning a broad creative redesign.

Stable shares with falling counts: Demand for the query may be falling. Losing volume in a smaller market is different from losing share to another brand.

Turn the finding into a test

Choose a manageable set of commercially relevant queries. Prioritise product fit, available data, contribution and stock. Group closely related intentions rather than creating a separate project for every spelling variation.

For each change, record the baseline, hypothesis, owner, implementation date and evaluation criteria. Keep the same marketplace and ASIN view. Document promotions, stockouts and price changes. Use Manage Your Experiments where eligible; a simple before-and-after comparison provides weaker causal evidence.

A practical brief might specify a verified compatibility list, an explanatory gallery image and corrected attributes. It should not simply request “better SEO”. Keep price and campaign structure as stable as possible while evaluating the content change.

Connect analysis with implementation

Our listing and SEO work, PPC management and analytics connect the diagnosis with an accountable next step. See design examples for existing creative work and Business Reports for the broader product view.

Sources and review date

Reviewed on 17 October 2026. The numbers are original illustrative examples.