Search Query Performance Report
Analyze your Amazon search query performance with calculated CTR and CVR metrics for both market and brand performance, plus performance deltas.
About Search Query Performance Analysis
What is Search Query Performance?
Amazon's Search Query Performance report provides insights into how customers interact with your products through specific search terms, including impressions, clicks, and purchases.
Calculated Metrics:
- • Market CTR: (Total Clicks / Total Impressions) × 100
- • Brand CTR: (ASIN Clicks / ASIN Impressions) × 100
- • CTR Delta: Brand CTR - Market CTR
- • Market CVR: (Total Purchases / Total Clicks) × 100
- • Brand CVR: (ASIN Purchases / ASIN Clicks) × 100
- • CVR Delta: Brand CVR - Market CVR
How to Use This Tool
1. Download Your Report:
• Go to Amazon Seller Central
• Navigate to Reports → Brand Analytics
• Download Search Query Performance as CSV
2. Upload Files:
• Select one or more CSV files
• Multiple months can be combined
3. Analyze Results:
• Review CTR/CVR performance
• Identify high-opportunity queries
• Export enhanced data
Upload Search Query Performance Reports
or drag and drop
CSV files up to 50MB each
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