Still Guessing Which Keywords Convert? That’s So 2025!

Let’s be real…

If you've ever tried to read Amazon’s old Search Query Performance (SQP) report, you know it felt like decoding alien runes—dense, clunky, and not nearly as “actionable” as Amazon promised.

Well, 2026 is here, and Amazon just gave the SQP report a facelift.

More granularity. More visibility. Less Excel headaches. 🙌

But here's the kicker…

More data doesn’t mean better results—unless you know how to read it like a playbook, not a puzzle.

📖 Real Talk: How I Helped a Seller Turn One Keyword Into $23K in Sales

Let me tell you about Jake.
New seller. Launched a portable dog water bottle. Spent $478 on ads. Got maybe $600 in sales.

He was ready to throw in the towel and list the product on Facebook Marketplace with the caption:
“$10 OBO. Comes with broken dreams.”

But then we opened the (new) SQP report.

And bam—we found gold.

One long-tail keyword, “no spill travel dog water bottle,” was bringing in clicks with a 7% conversion rate. Problem was, it wasn’t even in his listing title or back end.

We plugged it in, rewrote the listing, redirected the ad budget, and watched it scale.

That one keyword?
📦 Over $23,000 in sales.
📉 ACoS under 19%.
📈 Profit finally in the green.

Jake went from panic mode to planning his second product launch.

All because we read the SQP tea leaves right.

🔢 The New 2026 SQP Strategy—Step-by-Step

Here’s how to make the most of the new SQP updates without getting buried in the spreadsheet jungle:

✅ Step 1: Focus on the Funnel
Amazon now breaks down data by:

• Impressions

• Clicks

• Cart Adds

• Purchases

This isn’t just vanity data—it’s a conversion funnel in disguise.

📌 Tip: Sort by keywords with high clicks but low purchases. That’s where your listing copy or offer might be the problem.

✅ Step 2: Mine for “Hidden Winners”
Filter by:

• High CTR

• High conversion

• Low spend

These are your goldmine keywords hiding under a pile of “broad match bloat.”

📌 Tip: Take these and build new exact match campaigns. Squeeze more juice from what’s already working.

✅ Step 3: Check ASIN-Level Performance
Got multiple SKUs? Amazon now shows keyword data per ASIN.

📌 Tip: Don’t just lump all ad data together. Maybe one ASIN is killing it with “eco-friendly,” while the other converts on “budget-friendly.”

Split them. Speak directly to each shopper. Watch conversions climb.

✅ Step 4: Track Trends Monthly (Not Just Weekly)
The SQP now lets you export up to 90 days of data. That means seasonal trends and keyword momentum aren’t a mystery anymore.

📌 Tip: Start a keyword tracker in Google Sheets. Track top 10 queries by volume and sales every month. Adjust listings and ads accordingly.

✅ Step 5: Look at “Missing Clicks”
If a keyword has a high impression count but few clicks, your thumbnail or title might be weak sauce.

📌 Tip: A/B test your main image or lead-in title words (like “Spillproof” vs. “Travel-Friendly”) to see what makes 'em click.

🎯 Big Lesson: The SQP Report Isn’t a Report—It’s a Roadmap

If you treat it like a data dump, you’ll drown.

But if you treat it like a GPS for your Amazon journey, it’ll show you exactly where to steer your keywords, ads, and listings.

Don’t ignore it. Don’t overthink it. Just work it.

Like Jake did.

💬 Say It With Me: “The data don’t lie—but it can hide.”

Find what’s buried. Fix what’s broken. Fuel what’s working.

🙋‍♂️ Been there? Want help diving into your own SQP data?

👉 Drop a comment if you've been stuck in your own keyword jungle 👇
👉 Save this for your next ad audit 🔖
👉 Forward this to a seller friend who needs a win 💌

Until next time—keep clickin’ smart,

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 🚀

P.S. Want a fast way to increase your Amazon sales? Take a look at my new software, Persona Factor, that uses your product reviews to optimize your product titles and descriptions.

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