Amazon’s Search Query Performance Report Got a Major Upgrade — Here’s Why It Matters in 2025

For the past few years, the Search Query Performance (SQP) report in Amazon Brand Analytics has been one of the platform’s most underutilized tools. It gives sellers unprecedented visibility into how shoppers find, click, and buy their products — yet many still rely on guesswork for their keyword strategy.

Now, in 2025, SQP has taken a leap forward. In late February, Amazon expanded access to the report by making it available through the Selling Partner API (SP-API). This change turns SQP from a static, manual export into a data source that can feed directly into your analytics systems — enabling faster decisions and faster action.

What the SQP Report Shows

The SQP report reveals your share of:

• Impressions — how often your listings appear for a search query
  
  

• Clicks — the percentage of those impressions that turn into clicks for your listings
  
  

• Conversions — the percentage of clicks that result in a purchase
  
  

You can view this at both the brand and ASIN level, making it possible to pinpoint exactly where in the search funnel you’re gaining or losing ground.

What’s Changed in 2025

Previously, SQP insights were locked in Seller Central and could only be accessed through manual downloads. That meant:

• Data was updated inconsistently
  
  

• Trends were often spotted too late
  
  

• Insights stayed stuck in spreadsheets instead of being acted on immediately
  
  

With API access now available:

• SQP data can flow directly into your analytics or reporting tools
  
  

• Teams can monitor keyword performance in near real time
  
  

• Listing updates can be made within hours of spotting an opportunity
  
  

For fast-moving categories — where keyword trends can shift weekly — this speed can be the difference between winning the top spot and losing it.

How Sellers Can Use SQP Data to Stay Ahead

1. Find High-Impression, Low-Click Keywords
   You’re getting seen but not clicked — update your title, main image, or price to attract attention.
   
   

2. Fix High-Click, Low-Conversion Keywords
   Shoppers are interested but not buying — adjust bullet points, A+ content, and pricing to better align with expectations.
   
   

3. Jump on Emerging Search Trends
   Spot small but growing keywords and optimize early before competitors notice.
   
   

Where AutoMato Fits In

Analyzing SQP data is one thing — acting on it fast is another. AutoMato AI helps sellers:

• Take new keyword targets from SQP and instantly generate optimized, Amazon-compliant listing content
  
  

• Compare against competitor listings to see why they’re winning clicks
  
  

• Publish updates directly to Seller Central with one click

The result: a shorter gap between finding an opportunity and capitalizing on it.

The Bottom Line

The SQP report has always been a valuable and underused resource for sellers.
With Amazon’s new API access, it’s now faster, more flexible, and more actionable than ever.

Sellers who integrate SQP data into their daily optimization workflows will have a clear edge in 2025 — not because they have more data, but because they act on it sooner.

Book a demo with AutoMato to see how we can turn SQP insights into optimized listings in record time.