Want to know exactly how shoppers are finding — or failing to find — your products on Amazon? The Search Query Performance page tracks every search term relevant to your category, showing how much of the clicks, cart adds, and purchases for that term your brand is actually capturing, and where your biggest untapped opportunities are.
Here's how to read the page:
Step 1: Accessing Search Query Performance
On the left-hand sidebar, click on Analytics to expand the menu, then select Search Query Performance.
Step 2: Reviewing the Summary Cards
At the top of the page, you'll see the reporting week (e.g. Week 29 | Jul 19 - Jul 25, 2026) and four summary cards:
Total Keywords Tracked: the total number of search queries currently being monitored, with how many new keywords were discovered this week.
Avg. Brand Click Share: your brand's average share of clicks across all tracked search queries — essentially, how visible your products are in search results overall.
Biggest Opportunity: the single keyword with the most untapped potential — high search volume paired with very low (or 0%) click share for your brand. In this example, "sugar" has 112,846 monthly search volume but 0.00% click share, giving it an opportunity score of 112,843.
Brand Defense Alert: flags a branded or near-branded search term where your click share just dropped sharply week-over-week — a signal that a competitor may be encroaching on searches for your own product name. Here, "therahoney gel manuka honey" saw its click share drop 100% week-over-week.
Step 3: Filtering Keywords by Category
Below the summary cards, you'll find four tabs that group your tracked keywords:
All Keywords: every search query being tracked (644 in this example).
Opportunities: high-volume keywords where your click share is low relative to the potential (141 keywords).
Brand Defense: branded or near-branded terms worth monitoring for competitor encroachment (125 keywords).
Trending: keywords with rapidly changing search volume or share (32 keywords).
You can also use the Search bar, Filters, Manage Columns, and Export buttons above the table to narrow down or download the keyword list.
Step 4: Reading the Keyword Table
The main table lists each search query with the following columns:
Search Query: the exact term shoppers are searching for.
Opp. Score (Opportunity Score): a calculated score highlighting how much potential click volume you're missing out on for that term — the higher the score, the bigger the gap between search volume and your current click share.
Search Volume: how many times shoppers searched for that term.
Click Share %: the percentage of all clicks on that search term's results that went to your products.
WoW Change: how your click share changed compared to the previous week.
Cart Add Share % and Purchase Share %: your share of cart adds and purchases for that search term, showing how well clicks convert further down the funnel.
Click Share Trend (8 WK): a mini trend showing your click share over the last 8 weeks.
For example, you can see that "manuka honey" (33,377 volume) has a strong 16.76% click share but dropped 16.00% week-over-week, while "honey" (106,635 volume) only holds a 0.68% click share — a sign there's significant room to capture more of that broader term.
Step 5: Digging Deeper into a Single Keyword
Click the + icon next to any search query to expand it (it becomes a – icon, letting you collapse it again). This reveals a detailed breakdown for that keyword:
Search Funnel: four cards showing Impressions, Clicks, Cart Adds, and Purchases for that exact search term, each with its own conversion rate (e.g. click rate, cart rate, purchase rate) and your brand share of that funnel stage. In the example below, the "sugar" search term generated 988 impressions but only 1 click (a 0.1% click rate) and 0 purchases — showing your products are barely appearing or converting for this term despite its high search volume.
ASIN Breakdown: a table showing performance broken down by individual ASIN — Click Share, Cart Add Share, Purchase Share, and WoW Change — so you can see exactly which of your products (if any) are capturing traffic for that search term.
That's it! Use Search Query Performance to spot high-volume keywords you're missing out on, defend search terms tied to your brand name, and see exactly which products are — or aren't — converting for the searches that matter most.