Amazon until:2026-01-20 since:2026-01-12 -filter:replies - Search / X
By Evan Swanson · January 20, 2026 · Curated by George's Blog
Here’s how I use
Amazon
’s Search Query Performance (SQP) report to make smarter decisions fast - with four patterns to watch for and exactly what to do in response.
1 - Low Impression Share + High CTR & CVR
Translation: shoppers love you when they see you... but you’re barely showing.
What to do:
• Increase coverage where you already convert: raise bids and Top-of-Search placement on those queries.
• Graduate the query into its own exact-match SP campaign (tight control, daily budget).
• Expand cheap reach: launch Sponsored Brand Video and Sponsored Display (views/purchase retargeting) for the same queries.
• Protect inventory: if you’re throttling stock or price, fix that first.
This is usually a budget/visibility issue, not a product issue.
2 - High Impression Share + Low CTR
Translation: you’re visible, but they’re scrolling past you. Listing/creative problem.
What to do:
• Rebuild the hero image for the query’s intent (show the one benefit the shopper is actually typing). Add simple text cues (size, count, key material) and contrast.
• Tighten title’s first 80–100 characters to mirror the query language; bring the primary spec forward.
• Add a query-specific coupon/badge that’s visible in search (price perception matters).
• Test a video in-slot (SBV) that demonstrates the first-use moment in 3–5 seconds.
• If CTR doesn’t move after creative fixes, reduce bids or exclude that query from broad groups.
3 - High Impression Share + High CTR + Low Conversion
Translation: your promise earns the click, your page breaks the promise.
What to do:
• Above-the-fold alignment: make the first image, title, and 1–2 bullets repeat the exact promise they clicked on (size, compatibility, use case).
• Price/pack check: are you losing on unit economics or pack count? Test a value pack or smaller size that matches the query’s expectation.
• Social proof sequencing: front-load a review image and a short benefit-led A+ block.
• FAQ plug: add the top 2 objections from reviews (“Does this fit X?” “Is it food-safe?”) as on-page FAQs.
If CVR still lags, de-emphasize that query (lower bids / move to research campaign) and focus spend on queries where click-through and conversion both hold.
4 - Losing Market Share while Total Search Volume Grows
Translation: the pie is getting bigger and competitors are taking your slice.
What to do:
• Identify the stealing queries in SQP (share ↓ while volume ↑). Break them into their own rank/blended campaigns with TOF bid adjusters.
• Run Brand Tailored Promotions or coupons specifically when those queries spike to win price-sensitive clicks.
• Launch a competitor ASIN campaign refined by the brands gaining share (Category → Refine by Brand).
• Add one “anti-substitute” image to your PDP that shows the differentiator vs. top competitor (thickness, ingredients, compatibility) and call it out on the hero.
Watch weekly: your goal is query share trending up faster than category volume