Analyze Amazon Search Query Performance

The Search Query Performance Report shows you how your products perform for specific search terms on Amazon. With AMALYTIX, you can analyze this data more easily and flexibly than in Seller Central.

Overview

This page displays data from the “Search Query Performance” report, broken down by month and ASIN.

Selecting a Time Period

At the top of the page, you can select your desired time period. The data is updated monthly, building a historical view over time.

Data Updates
Data is updated monthly with values from the previous month. This creates a growing history of your search performance.

Chart

The chart at the top shows the development of your key metrics over time. You can switch between different views:

  • Impressions: How often your products were displayed for search queries
  • Clicks: How often your products were clicked
  • Click-Through Rate (CTR): Ratio of clicks to impressions
  • Cart Adds: How often products were added to cart
  • Cart Add Rate: Share of clicks that led to cart additions
  • Purchases: Number of completed purchases
  • Conversion Rate: Ratio of purchases to clicks
  • All Brand Values: Combined view of your values
  • All Market Values: Combined view of market values
  • All Values: Comparison of your values with the market

This allows you to see at a glance when visibility and performance have changed.

Amazon Search Performance

KPI Tiles

Below the chart, you’ll find the most important metrics for the selected period:

MetricDescriptionWhy It Matters
Search Query VolumeTotal search volume for your keywordsShows market demand
ImpressionsHow often your products were shownMeasures your visibility
ClicksNumber of clicks on your productsShows interest in your products
Click-Through RateShare of impressions that led to clicksShows how attractive your listings are
Added to CartHow often products were added to cartMeasures purchase intent
Cart Add RateShare of clicks with cart additionsShows how convincing your product pages are
PurchasesNumber of completed ordersYour business result
Conversion RateShare of clicks that led to purchasesShows how effective your listings are

Each tile shows the current value and the change compared to the previous period (e.g., as a percentage or point difference). This lets you immediately see if the metric has improved or declined.

Comparison with the Market

A key advantage of AMALYTIX: You can compare your performance directly with the overall market. The tiles show not only your values but also the difference to the market average. This helps you identify where you’re performing better or worse than competitors.

Detail Table

Below the tiles, you’ll find a detailed table at the search term level. Key columns include:

  • Search Term: The analyzed keyword
  • Rank: Position in the search volume ranking
  • Search Volume: Monthly search volume
  • Impressions: Your impressions and total impressions
  • Impression Share: Your share of all impressions
  • Clicks: Your clicks and total clicks
  • CTR & CTR Difference: Your CTR compared to the market
  • Sales: Your sales and total sales
  • CR & CR Difference: Your conversion rate compared to the market

Filters

Unlike in Seller Central, AMALYTIX allows you to filter the data with much greater flexibility. Filter by:

  • Time period
  • Search term
  • Metrics (impressions, clicks, CTR, CR, etc.)
  • Difference to market

Filter

Saving Filters

You can save your filter settings for reuse. This saves time with recurring analyses.

Predefined Filters

We’ve included predefined filters to help you quickly identify optimization opportunities:

Predefined filters

  • “Weak CR”: Shows keywords where your conversion rate is lower than the market average. You’re losing potential sales on these keywords - check your price, reviews, or product pages.
  • “Weak CTR”: Shows keywords where your click-through rate (CTR) is lower than the market average. Your products are being displayed but clicked less often on these keywords - optimize your title, main image, or price.
Filter Criteria
The predefined filters only consider keywords with sufficient data (at least 200 impressions and 20 clicks) to provide meaningful results.

Customizing Columns

Some columns are hidden by default to improve clarity. You can show them at any time via the columns menu.

Columns

Exporting Data

Click the download button to export the data as an Excel file. This allows you to further analyze the data or share it with your team.

Further Information

For a deeper dive into this report, please read our blog article: Explaining the Amazon Search Query Performance Report in Detail.