Lists the top queries that led customers to your brand's products. It includes overall query performance, such as impressions, clicks, cart adds, and purchases for each query, and your brand's share of that performance. The ASIN view shows the top search queries for a specific ASIN*.
*Note: The Selling Partner API ONLY supports the ASIN view, not the Brand view. Any third-party tool supplying SQP Brand view level data is using bots, data scraping, or other backdoor data access protocols in violation of Amazon AUP and DPP policies.
Search Query Performance
There are two report types provided by Amazon Selling Partner API:
Search Catalog Performance
Search Query ASIN Performance
SQP ASIN View
The Search Query Performance Report (SQP) is per ASIN. To generate a report, a single ASIN must be supplied for Amazon API to generate a report. In addition to the ASIN, the period and marketplace must also be supplied. As a result, the API is has the same input requirements present in the Amazon user interface:
When an (a) ASIN is supplied with the (b) period and (c) market, a report is generated only for that ASIN. The single ASIN report will contain the search queries and performance benchmarks set by Amazon:
The content of the report for an ASIN is defined by Amazon, including the actual search queries listed.
IMPORTANT. Reports are for a single ASIN. Each report is a separate request and process to the API. The API has limits to how many requests can be made per hour, per Seller account. As a result, the Selling Partner API can not process an unlimited volume of requests given that each request and result report is for a single ASIN.
SQP Reports "No Data"
Not all ASINs will have a SQP report. Just like the Amazon interface, the API will not return a report for every ASIN. Do not expect every ASIN to have a report as results can vary week to week.
SQP Reports are not for competitor ASINs
SQP reports do not work for competitive ASINs, only the Brand's ASINs. If an ASIN is not associated with your Brand, Amazon will return an error:
Search Catalog Performance
Shows how customers interact with your Brand's products throughout the search shopping journey. It includes search engagement metrics such as impressions, clicks, cart adds, and purchases to better understand a sales funnel.
Efficiency & Smart Algorithm
As detailed above, not all ASINs have report data. If an API request is made for an ASIN does not have report data, it is a "wasted" API call. Openbridge estimates that anywhere from 10-40% of ASINs in a Search Catalog Report will not return a SQP ASIN report.
As a result, in collaboration with Amazon, Openbridge employs an algorithm prior to making an API call to determine if an ASIN will return NO DATA. This reserves precious API capacity for only those ASINs that have a high probability of an SQP report being returned. This ensures a high level of efficiency in using the API.
Frequency & Timing
Given the volume of reports calls needed for each ASIN report, the only supported period is "weekly". This is done to minimize the impacts for low API limits for the Reporting API and the potential volume of ASIN for a particular seller.
Requests for ASINs is an ongoing process, given the practical limit of 100-240 ASIN reports a day. This is about 5-10 SQP ASIN report request an hour, depending on the Seller.
Historical Data
At the moment, given API limits, Openbridge only supports "go-forward" data, it does not support collecting prior reporting periods.
Brand Analytics Permissions
Amazon requires Brand Analytics permissions on an account authorizing access to the API. Without the proper Brand Analytics permissions, Amazon will not permit API access to these reports. If you are unsure, see Troubleshooting Amazon Brand Analytics Permissions.