Amazon Search Query Performance by ASIN: Which ASINs to Track and What to Ask

Amazon's Search Query Performance report is the closest a brand owner gets to seeing the whole search funnel: how often shoppers searched a query, how many saw your product, how many clicked, added it to cart and bought, set against the same numbers for every product on that query. It is also one of the easiest reports to misread, because it works per ASIN and per query, and its totals repeat on every row.

This guide covers what the report contains at the ASIN level, how to choose which ASINs to track when the list is capped, the traps in the data, and the questions worth asking your AI once SQP sits next to your sales and ads. For the wider Brand Analytics picture, start with our guide to Amazon Brand Analytics.

What Search Query Performance shows for one ASIN

Each row is one child ASIN, one search query and one week or month. Two kinds of numbers sit side by side:

• Your ASIN on that query. Impressions, clicks, add-to-carts and purchases, plus the median price at which shoppers clicked your ASIN.
• The whole query. Search volume, and total impressions, clicks, cart adds and purchases across every ASIN that showed up, with click, cart-add and purchase rates. Clicks, cart adds and purchases are also split by shipping speed: same day, one day and two days.

Divide the first by the second and you get your share at each step of the funnel. That share, not the raw count, is what tells you where you win or lose a query.

The report also carries Amazon's Search Query Score. It ranks a query against the other queries for the same ASIN by overall performance, and a score of 1 marks the best-performing query for that ASIN. It is not your position in search results. If a tool or a prompt treats it as a rank, the answer will be wrong.

Who can get it, and where

Amazon gives SQP to Seller Central accounts registered in Brand Registry with the Brand Analytics role in the Selling Partner API. Through the API it is a Seller Central report: Vendor Central accounts and Ads-only connections cannot pull it. The report covers every North American and Far East store, and in Europe and the Middle East it covers Spain, the UK, France, the Netherlands, Germany, Italy, Sweden, Turkey, Saudi Arabia, the UAE and India.

Weeks run Sunday to Saturday. Amazon publishes a week after Monday 12pm UTC and a month on the fifth of the following month, so the newest data is always a few days old by design.

How DataDoe collects SQP

SQP is pulled for the ASINs you choose, not for the whole catalog. As of 21 October 2026, the limits look like this:

• Up to 252 ASINs per Seller Central connection. The same list feeds both the weekly and the monthly table.
• Six weeks and six months on the first load. When you add an ASIN, DataDoe downloads the six latest published weeks and months, then adds one new week every Monday and one new month on the fifth. The first download often takes several hours, and sometimes a day or longer.
• A 72-hour lock after each change. Once you save the list, it cannot change again for three days, whether you edit it in the app, through the REST API or from your AI.
• History stays. Removing an ASIN stops new downloads for it but keeps the data you already have.

You set the list in the app under Sellers & Vendors, or let your AI do it: the DataDoe MCP server exposes tools to list, add and remove SQP ASINs, and the REST API has matching endpoints. Limits change as Amazon and DataDoe change them, so the SQP documentation is the place to check the current numbers.

Which ASINs to put on the list

A cap plus a three-day lock means the list deserves a decision, not a paste of your top sellers. A practical order:

1. Child ASINs that carry the revenue. SQP is reported per child ASIN, so a parent with ten variations takes ten slots. Pick the variations that actually sell.
2. ASINs where you spend the most on Sponsored Products. These are where SQP and your search-term report answer the same question from two sides: what you pay for versus what you win on your own.
3. Launches in their first months. Six weeks of history on the first load is enough to see whether a new product is gaining share on the queries you are building it for.
4. ASINs losing sessions. If traffic is falling, SQP shows whether the query lost volume or you lost share on it.
5. A few competitor-adjacent ASINs of your own. Products that sit on the same queries as a rival's hero product, so you can watch the fight week by week.

Leave out long-tail ASINs that sell a few units a month. Their queries are too thin to read, and the slot is worth more elsewhere.

Three traps in the data

• Query totals repeat on every ASIN row. Search volume and total impressions for a query appear once per ASIN that showed up on it. Summing them across your ASINs for the same week multiplies the market. Take the value once per query and date.
• Rates are usually fractions, but not always. Amazon's schema shows click, cart-add and purchase rates as 0 to 1, so 0.1 means 10%. A published report has also returned them as 0 to 100. Check the range before comparing periods.
• The score is not a rank. As above: Search Query Score orders queries within one ASIN. A query with score 1 can still sit on page three of the results.

Questions to ask Claude once SQP is connected

With DataDoe connected to Claude, or to any other AI client, the SQP tables sit in the same schema as orders, fees, ads and stock. Your AI does the joins when you ask. Questions that work well:

• "For my ten best-selling child ASINs, which queries have high volume where my click share is under 5%?" These are the visibility gaps your listing and ads should close.
• "Where is my cart-add share much higher than my purchase share in the last six weeks?" Shoppers want the product but buy elsewhere. Price, delivery promise or reviews usually explain it.
• "On my top queries, how much of the total purchasing goes to same-day and one-day delivery?" If the query rewards fast shipping, your FBA stock levels matter as much as your bid.
• "Which queries do I pay for in Sponsored Products where my organic purchase share is already strong?" SQP next to your search-term spend shows where ads may be buying sales you would get anyway.
• "Which ASIN gained the most purchase share month over month, and on which queries?" A quick read on what last month's listing or price change did.

Each answer is only as good as the ASIN list behind it, which is why the list comes first.

Questions people ask

Is SQP the same as the Amazon Search Terms report?

No. Search Terms ranks the most-searched terms in a category and shows which ASINs take the clicks and conversions, yours or not. SQP starts from your ASIN and shows its funnel on every query it appeared on. Most brand owners need both.

Can I get SQP for Vendor Central?

Not through the Selling Partner API, which is where DataDoe reads it from. Vendor accounts in DataDoe have their own sales, traffic and inventory data, but not SQP.

Why is my latest week missing?

Usually because Amazon has not published it yet: weeks appear after Monday 12pm UTC. Amazon can also delay a week or send it incomplete, and DataDoe requests a missed week again later in the week.

Does changing the ASIN list delete data?

No. Removed ASINs keep their history under your retention settings. Only new downloads stop.