Introduction:
Choosing the right product to sell on Amazon is the foundation of your brand’s success. While most sellers use basic keyword research tools, few tap into Amazon’s own Search Query Report (SQR) – a data-rich goldmine available to brand-registered sellers.
In this blog, you’ll learn how to leverage SQR data to uncover high-potential product ideas, validate existing listings, and plan your next winning launch.
What Is the Search Query Report (SQR)?
Available under the Brand Analytics tab in Amazon Seller Central, the SQR shows:
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Customer search queries related to your brand or product category
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Search volume trends
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Click share & conversion share
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Top clicked ASINs for each term
Unlike general keyword tools, this is first-party Amazon data – straight from what shoppers are doing right now.
Why SQR Is Better Than Traditional Keyword Tools
| Feature | Traditional Keyword Tools | Amazon SQR |
|---|---|---|
| Real shopper data | Estimated | Accurate |
| Shows brand + competitor | No | Yes |
| Click & conversion share | No | Yes |
| Prioritized by importance | Based on trends | Based on intent |
SQR helps you stop guessing and start acting based on actual demand.
How to Access and Filter SQR
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Go to Brand Analytics → Search Query Performance
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Choose:
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ASIN View (for your own products)
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Brand View (to compare your brand vs competitors)
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Set date range: Last 7, 30, or 90 days
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Export as CSV for deeper analysis
Step-by-Step: Using SQR to Find High-Potential Products
1. Filter for High-Search, Low-Competition Terms
Look for keywords with:
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High search volume
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Low click share (under 5%)
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Low conversion share
These indicate unmet demand where few products dominate. It’s a prime spot to enter or optimise your listing.
2. Identify Gaps in Your Own ASINs
Use the ASIN view to assess:
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Where your ASIN shows up
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Where you’re getting clicks but not conversions
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Where your conversion share is low despite high clicks
Optimise those listings for relevance (title, images, A+) or create new ASINs tailored to that specific use case.
3. Spy on Competitors’ Winning Keywords
Use the Brand View to see what high-volume queries your brand is missing out on — especially if your click share is <5% but search volume is high.
What to do:
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Launch a new product variation that matches that query
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Improve targeting through PPC
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Build content (blog or social) around that keyword
4. Use Query Intent to Classify Product Opportunities
Group queries by customer intent:
| Intent | Example Search Query | Opportunity |
|---|---|---|
| Problem-Based | “natural sleep solution” | Create a melatonin-free sleep product |
| Ingredient | “ashwagandha root powder” | Launch a single-ingredient SKU |
| Format-Based | “gummies for hair growth” | Make chewable variant |
| Audience-Specific | “supplement for elderly” | Create age-specific formulations |
This helps you build products customers are actively searching for — not just what you think they need.
5. Track Seasonality and Trends
Use the 90-day SQR view to compare current volume with past data:
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Spikes = Trend opportunity (act fast)
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Stable = Evergreen product
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Drops = Consider pausing campaigns
Pair SQR with Google Trends or Pinterest Trends for extra validation.
How eCommerce Can Help with SQR Analysis
Our upcoming SQR Insights Dashboard will:
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Auto-cluster keywords by product intent
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Highlight underperforming keywords
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Suggest new ASIN ideas based on gaps
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Show you what queries your competitors win that you don’t
Perfect for agencies or sellers scaling fast.
Bonus: SOP for Weekly Product Opportunity Scan
| Day | Task |
|---|---|
| Monday | Export SQR – Brand & ASIN view |
| Tuesday | Identify top missed high-volume terms |
| Wednesday | Check your click vs conversion share |
| Thursday | Add findings to your product pipeline |
| Friday | Build content or PPC targeting strategy |
Conclusion:
Search Query Reports are a powerful tool for finding product-market fit, fixing low-performing listings, and discovering gaps that even your competitors are missing. Instead of relying on guesswork or third-party estimates, you now have direct access to what Amazon shoppers actually want.
Want to speed up SQR analysis and discover instant growth opportunities? Try eCommercean’s Keyword & SQR Intelligence Tools.