Amazon hands you a report that shows exactly where you lost the sale
By Steven Pope · August 7, 2026 · Curated by George's Blog
Amazon hands you a report that shows exactly where you lost the sale
Most sellers export it once a quarter and never open it again
Search Query Performance splits the funnel into stages
Impressions
Clicks
Cart adds
Purchases
The value is not in the totals
It is in the gap between two stages
because that gap names the problem
Read it backwards
A leak at the purchase stage is almost never a listing problem
That shopper already added the item
They wanted it
Something at the offer level stopped
Rewriting bullets will not bring them back
A leak at the click stage is a discovery problem
The shopper saw you next to nine competitors
Picked one in under two seconds
Nobody read your A plus content
It was never in the running
That single distinction saves months of wasted work
Teams rewrite copy when the real issue
Was a lost Featured Offer or a three day delivery estimate
A converting query with low impression share is the opposite situation
It is also the most valuable line in the report
You already win that shopper when you show up
You just do not show up enough
That is a distribution problem
not a conversion one
It is the fastest revenue available to you
Clicks without purchases is the one to slow down on
Low volume queries create patterns that are not real
Confirm the sample size before you act
You will negate a keyword that was simply having a quiet week
Two rules that make this report usable
Split branded from non branded
Branded queries always convert and always inflate your averages
Non branded queries are where market share actually moves
Compare rolling multi week windows instead of single weeks
One week on a mid volume keyword is noise not trend
Rank without conversion is just expensive visibility