The whole market on a search — and your share of it
Search Query Performance is the search data Amazon gives brand owners: how many impressions, clicks, cart adds and purchases a query produced in total, and how much of that came to you. Unlike the ads report it covers the organic side as well — a low share on a query can be a listing problem rather than a bid problem.
The ads report describes you; SQP describes the market
Your advertising report can only tell you about the auctions you took part in. It cannot tell you how big the search was or how much of it went to someone else.
SQP gives the whole query: total impressions, total clicks, total purchases — and your share of each. That turns "ACoS is high" into "we are being seen and not clicked".
Which step of the funnel you are losing
Impression share, click share and cart share answer different problems. Low impression share is a bid or relevance problem. Good impression share with low click share is an image, title or price problem.
Reading them as one number hides which of those it is, and the wrong lever gets pulled.
It is not competitor data
SQP is aggregate market data for your own brand’s queries. It does not identify competitors or reveal anyone’s individual figures, and Cirometre does not present it as if it did.
Frequently asked questions
What is Search Query Performance?
Amazon Brand Analytics data showing total impressions, clicks, cart adds and purchases for a search query, together with your share of each.
Does SQP include organic traffic?
Yes. That is its main difference from the advertising report, which only covers the auctions you took part in.
Is this competitor data?
No. It is aggregate data for queries your brand appears on; no individual competitor figures are shown.