Unlocking the Power of Amazon's SQP Report

Author

JumpStart Audits
January 30, 2024 • Estimated Reading Time: 2 minutes

Revolutionizing Amazon SQP Data Analysis

Amazon's introduction of the Search Query Performance (SQP) report marked a significant advancement for brand analytics. This dataset provides a comprehensive view of product performance across the search funnel, from impressions to purchases. However, the sheer volume and complexity of SQP data have made it challenging for sellers to fully leverage its insights.

🔍 Accessing the Dashboard

  • Eligibility: Available to brand registered sellers.

  • Navigation: Access via Seller Central under "Brand Analytics."

  • Functionality: Offers a full-funnel view at both ASIN and brand levels.

📊 Key Features and Metrics

  • Metrics: Includes search displays, clicks, add-to-cart actions, and purchases.

  • Data Scope: Focuses on SERP data, capturing user interactions from search queries.

  • Insights: Helps identify which keywords lead to conversions, both organically and through PPC.

📈 Understanding Customer Demand and Behavior

  • The dashboard provides a comprehensive view of customer interactions, from impressions to purchases.

  • It helps identify at what stage potential buyers are lost, enabling targeted improvements.

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“Escape competition through authenticity.”

🔖 Reporting Features

  • Amazon's Choice Badge Data: Analyzes performance with and without the badge, offering insights into its impact.

  • Search Funnel Outliers Data: Highlights top and bottom performing search queries, aiding in strategic decision-making.

📝 Practical Applications

  • Optimization: Essential for optimizing product listings and advertising campaigns.

  • Competitive Advantage: Provides a competitive edge by utilizing underexploited Amazon dashboards.