Introducing SQP Insights: Your Guided Tour to Customer Behavior Analytics
Sellerise Team, Contributor
7 min read -
Published:Many Amazon analytics tools promise clarity and bigger profits, yet often deliver little more than data clutter.
In theory, these reports should help you discover where your business is doing well or why certain listings lag behind. In practice, most sellers either guess their way forward or skip the data altogether.
Meanwhile, Amazon keeps expanding its reporting, particularly its Search Query Performance (SQP) reports. They are meant to reveal everything from keyword funnel details to state by state sales share. With that in mind, SQP can be a jackpot for advanced sellers. Yet, much like other raw datasets, it’s often misread, left untouched, or used in shallow, surface-level ways.
So here’s the problem: Sellers want real insights, not just a flashy chart or complex metrics. But Amazon doesn’t offer a clear analytics dashboard, it just shows raw numbers. Sellers must wrestle with data overload, zero clarity, and no direct path from “numbers” to “action”.
That’s why, we launched our own approach to making Amazon’s SQP data not just digestible, but truly actionable, without piling on fluff.
Meet: SQP Insights.
Rather than wasting hours on endless reports and spreadsheets, our tool pulls all that SQP data into a single, visual narrative, showing your brand’s funnel (Impressions → Clicks → Add-to-Carts → Purchases) alongside the broader market’s numbers, pinpointing where you lose potential buyers and how you can reclaim them.
Below, we’ll walk through why SQP Insights stands out, how it works step by step, and what you can do to capitalize on it. This is your guided tour to a more confident, data-backed Amazon strategy.
How Sellerise SQP Insights Tool Stands Apart
Amazon SQP Brand Analytics alone doesn’t give you the full picture. You need to decode it. But with Sellerise SQP Insights, we don’t just hand you numbers, we go straight to the point and blend your brand insights, market context, plus real-time keyword data into a single view that instantly shows what’s working, what’s lagging, and why.
What really sets us apart is that no competitor translates Amazon SQP data like this:
1. Focus on Visual Clarity Rather Than Mountains Of Tables
Instead of random analytics with numbers that are spread everywhere. We take a funnel-driven approach. Impressions, Clicks, Add-to-Carts, and Purchases, alongside real market data, so you instantly see how your brand stacks up against the broader market metrics.
2. Stat-by-State Sales Analysis
We capture where your sales thrive across the country. Maybe you’re crushing it in California but missing easy wins in Florida. Our color-coded map view shows which states are your best performers (and which ones need more attention).
3. Keyword Performance Mapping That’s Actually Simple
We reveal which terms really drive your business forward by spotlighting your top 5 money-makers and top 5 lost search terms, so you know exactly where to retarget.
Then there is our comprehensive keyword list that flags every keyword tied to your brand with statuses like lost, gained, or maintained paired with advanced metrics that go beyond basics and let you benchmark your keyword’s performance for each funnel stage (Impressions, Clicks, Add-to-Carts, etc.) compared to the entire category.
The best part is that we keep everything in one dashboard, which saves you from wasting hours on multiple tabs and CSV files.
How the SQP Insights Tool Works (Step-by-Step)
Below is a quick walkthrough to show you how the tool fits into your daily or weekly Amazon workflow. We’ll keep it simple, but feel free to jump to advanced filters or deeper analytics once you’ve mastered these basics.
Step 1: Sign Up & Link
Once you sign up, link your Amazon account or select specific ASINs. SQP automatically pulls in your historical data, setting the stage for deeper insights. You can choose to see the data for your entire brand or a specific ASIN.
Step 2: See Your Funnel Visually
Here you’ll see a visual funnel for Impressions → Clicks → Add-to-Carts → Purchases: This is your overall funnel performance alongside the market numbers, in the selected timeframe.
Do regular monitoring and watch for drop-offs. If you see a significant dip between Clicks and Add-to-Carts, that suggests your listing content or price might not be sealing the deal. If your drop is from Add-to-Carts to Purchases, reviews or final shipping details might be the issue.
Step 3: Track Trends and Customer Behavior Metrics
Once you’ve explored your funnel, flip to the line chart to see how your metrics performances shift week-by-week (e.g., W49, W50, W51, etc). Activate filters step-by-step for your entire journey (Impressions and Impressions share (%), Clicks and Clicks share (%), ATC and ATC share (%), Price and Price share (%)), or activate “Sales Price” together with your vital metrics to identify how your pricing strategy correlates with clicks, add to carts or final sales.
Step 4: Discover Top Selling States
You can instantly notice which states drive the largest chunk of your revenue. Darker colors = higher sales, lighter = weaker performance. We also provide sales share and change trends for each state.
Pro Tip: Analyze the buyer persona of your top states. For example, if you notice Texas and Oklahoma are the proven top performers, consider optimizing your listing to speak directly to that audience.
Step 5: Pinpoint Your Keyword Insights
At the top, you’ll see Top Performing search terms (the ones currently crushing it) and Top Lost (previously profitable but recently fallen off). This quick overview shows you where to focus first, either to defend your top keywords or reclaim the ones that you lost visibility for.
Scroll down for the full keyword list, each flagged with a status like Lost, Maintained, or New, so you see exactly which terms you’re missing sales on and which might be good opportunities for expansion.
Alongside, you’ll find metrics that show your share of clicks, add-to-carts, and purchases measured against the entire market. If certain terms show strong add-to-cart or purchase rates, highlight them in your bullet points or run a top-of-search PPC campaign, this is how you find high-converters.
You’ll also find even more advanced metrics, like median market price vs. your own sale price, so you can spot if a slight price mismatch is impacting your add-to-cart rate.
Pro Tip To Identify Missed Opportunities
1. Download this full keyword list and paste it into a new Excel file.
2. Next, filter (Excel: “Data” → “Filter”; Google Sheets: “Data” → “Create a filter”) by these statuses: Lost, Absent, New, and Unused.
3. Sort by sales: Click on the filter dropdown and choose Sort Z → A (highest to lowest). This prioritizes high-impact keywords that can drive the most sales.
4. Take action on missed keywords:
- For Lost Keywords: Investigate why rankings dropped. Check product listing quality, PPC bids, and competitor actions.
- For Absent Keywords: Consider adding them to your product title, bullet points, description, or PPC campaigns.
- For New Keywords: Monitor performance and adjust bids if using PPC.
- For Unused Keywords: Identify whether they are relevant and test them in backend search terms, ad campaigns, or listing copy.
5. Track and monitor progress in Sellerise SQP Insights.
Why This Approach Leads to Better Results
SQP Insights is like your 24/7 SEO assistant, it gives you a game plan that shows exactly where to strengthen your brand.
Here’s how:
Refine Listing Content: By spotting which stage of the funnel underperforms or which keywords with high potential you’re neglecting, you’ll know if your listing copy or main image needs optimization so you can tweak your copy and images to capture that extra market share.
Nail the Perfect Price: SQP lets you compare your pricing to the market’s median price at each funnel stage, so you can identify the impact of your price changes and find your sweet spot more easily.
Double Down on Your PPC Success: Identify quick wins (high-potential keywords) or ‘lost’ keywords that you’re not fully capitalizing on using the Keyword Insights statuses (like Lost, Absent, or New). Then plug them into a top-of-search PPC campaign or reintroduce them into your listing copy as mentioned before. It’s a fast way to reclaim thousands of dollars in sales that you’d otherwise lose to more aggressive competitors.
Geographical Insights for Smarter Listing Adjustments: Instead of assuming every shopper wants the exact same thing, our sales map reveals where your sales are killing it, or lag, across the country. You can fine-tune your listing text (highlighting certain features or benefits) to better appeal to those regions’ buying habits, rather than blindly treating the entire market as identical. This can increase your sales share in your top-performing states or spark a bounce-back in those where you’re underperforming.
SQP Insights is not just another “analytics dashboard”, it shows the real potential of your business and simplifies the Amazon complex data like no other Amazon 3rd party tool has ever done.
Try Sellerise SQP Insights for Free
Get a full 7-day free access to Sellerise SQP Insights, no credit card required, no hidden gotchas (note that you need an active Brand Registry).
Try it and if it’s not your vibe, just walk away. But once you see where you can grab extra market share, chances are you’ll never want to go back.
