Amazon Just Gave You Cheat Codes

Let me ask you something real blunt:

When’s the last time you actually looked past your Sales Dashboard?

If you're like most sellers, you're drowning in PPC stats, guessing your keywords like you're playing darts in the dark. Meanwhile, Amazon just handed us a GPS.

It's called the Search Query Performance Report, and it’s not just another tab to ignore.

Used right, it’ll show you exactly what keywords are making you money—and which ones are robbing you blind.

Let’s break it down, real-world style. 🧠💰

📖 Meet Laura: The “Lavender Eye Mask” Hustler

Laura’s one of my coaching clients.
She sells a calming lavender eye mask. Beautiful branding. Great reviews.
But for months, her sales were stuck. 🚫📈

She was bidding hard on keywords like:

• “lavender eye pillow”

• “aromatherapy sleep mask”

• “self-care gifts for women”

Clicks? Plenty.
Sales? Meh.

I told her, “Stop guessing. Let’s check the Search Query Performance Report.”

Here’s what we found:

👉 She was getting impressions for “headache relief mask” and “migraine cold compress.”
👉 She had zero ad spend on those keywords.
👉 But those search terms were converting at 18%.

Yep—her best keyword wasn’t even in her PPC campaigns or listing copy.
It was hidden in plain sight. 🤯

We made a few quick moves:

• Added “headache relief” to her title and bullets

• Launched a sponsored brand ad targeting “migraine” terms

• Created a new image showing the product used for headache relief

Thirty days later?

Sales up 72%. ACOS down 38%.
All from one free report.

🔢 How to Use the Search Query Performance Report (Step-by-Step)

Don’t worry—I’ll keep this simple, no PhD in spreadsheets required.

1. Open Brand Analytics in Seller Central
This report is for brand registered sellers only.
Head to:
👉 Brands > Brand Analytics > Search Query Performance

2. Filter by ASIN
Look at your top product first.
Select the ASIN and download the weekly or monthly report.

3. Look at These 4 Key Metrics:

• Search Query – The actual keyword buyers typed

• Impressions – How often your listing showed

• Clicks – Did they click your product?

• Purchases – Did they actually buy?

What you're looking for are keywords with low impressions, decent clicks, and actual sales.

💡 That’s your hidden gold mine.

4. Find High-Performing, Untapped Keywords
Sort the report by purchases.
Then compare it to your ad campaigns and listing.

Ask yourself:
👉 Am I bidding on this keyword?
👉 Is it in my title, bullets, or back-end search terms?
👉 Should I create a specific ad group or even a new image for this use case?

5. Rinse and Repeat Monthly
This isn’t a one-and-done deal.

Amazon search trends change like TikTok dances.

Check this report every month, especially during seasonal shifts or after a product update.

🎯 Big Takeaway: You Can’t Scale What You Can’t See

Most sellers are either bidding too wide or too blind.

The Search Query Performance Report gives you the buyer’s roadmap—what they searched, what they clicked, what they bought.

Once you know what’s working, you can double down.
Once you see what’s not converting, you can stop wasting cash.

💬 “The keywords that win are the ones your buyers are already typing.” 😉

🙋‍♂️ Comment if you’ve used this report before (or never even opened it!) 👇
🔖 Save this post before your next ad audit
💌 Forward this to your Amazon accountability buddy

Until next time,
Keep making each click count.

—
Andy Splichal
Founder & Managing Partner of True Online Presence & Author of the Make Each Click Count Book Series

P.S. If you're tired of wasting money on ads that don’t convert — and you're ready to take your Amazon PPC from “meh” to money machine — let’s chat. I offer done-for-you ad management that actually works (no fluff, just ROI).

📅 Click here to book a call with me — let’s scale this thing 🚀