Search Query Performance Analysis: Unlocking Amazon's Most Valuable Dataset

The Search Query Performance report in Brand Analytics reveals how your products perform against competitors for specific search terms — data that was previously invisible to sellers. When analyzed correctly, it becomes one of the most powerful tools for organic and paid strategy alike.

This article covers how to pull, clean, and analyze Search Query Performance data, including how to identify high-opportunity keywords, track share of voice over time, and connect search behavior to advertising and content optimization decisions.