Amazon SQP Report Keywords: A Goldmine for PPC Optimization

Unlocking the true potential of your Amazon ads starts with understanding Amazon SQP report keywords. These keywords, extracted directly from Amazon’s Search Query Performance (SQP) reports, offer unmatched insights into what customers are searching for—and how your products perform against those queries. To amplify your PPC results further, don’t miss this expert resource on Amazon PPC Sponsored Display Ads Strategies
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What Are Amazon SQP Report Keywords?

Amazon SQP report keywords are real search terms that Amazon shoppers have entered, which led to impressions, clicks, or sales for your brand’s products. Unlike keyword tools that estimate demand, SQP data shows actual performance metrics such as:

Search frequency rank

Click-through rate (CTR)

Conversion rate

ASIN-level impressions and sales per keyword

This first-party data is incredibly valuable for advertisers aiming to refine their PPC strategy with high-precision targeting.

Why Focus on SQP Keywords?

Using Amazon SQP report keywords gives you the competitive edge that general keyword research tools can’t provide. Here's why:

Data-Driven Decisions: You’re working with actual shopper behavior, not assumptions.

Keyword Discovery: Find high-converting, low-competition keywords you’re not currently bidding on.

Performance-Based Targeting: Prioritize keywords that have already driven conversions.

Optimization Opportunities: Remove or adjust bids on underperforming terms that are costing you money.

How to Use SQP Keywords in Your PPC Strategy

Download the Report
Go to Seller Central → Brand Analytics → Search Query Performance
Choose the desired time range and product ASINs, then export the data.

Filter for High-Value Keywords
Look for terms with:

High clicks and low ACoS

Strong conversion rates

High impressions with no clicks (opportunity for listing improvement)

Integrate Into Campaigns

Add converting keywords to exact match campaigns

Use phrase/broad match to test emerging terms

Add irrelevant queries to your negative keyword list

Repeat Regularly
The SQP report is updated weekly—make it part of your optimization routine.