This is a walkthrough for getting the file out of Seller Central cleanly on the first try. It is not a guide to interpreting it — that comes after you have the export sitting on your desktop.
What is the SQP report?
The Search Query Performance report is Amazon's record of what happened after shoppers typed a specific phrase into the search bar. It is a search behavior report, not a sales report.
Picture your product as a shop on a busy street. For every search phrase, SQP tells you four things: how many people walked past your window, how many came in, how many picked something up, and how many paid. Amazon calls those four counts impressions, clicks, cart adds, and purchases. At SQINT we call that chain the ICAP funnel.
Every row in the file is one search phrase walking that funnel, with a number for the whole market and a number for your product. You do not need to understand any of that to pull the file. You just need the file.
What do I need before I can pull it?
Every requirement below has stopped somebody at the door. Confirm all five and the export is uneventful.
| Requirement | Why it matters |
|---|---|
| Brand Registry approved | Not filed — approved. Brand Analytics does not appear in the menu until enrollment clears. |
| Professional selling account | Brand Analytics is not available on Individual plans. |
| Brand Analytics permission | You must be the primary account admin, or have been granted Brand Analytics access by one. This is the most common blocker on agency, VA, and staff logins. |
| The right marketplace selected | The dropdown often defaults to the United States regardless of where you sell. |
| Three to four weeks of live sales | Thin data is noise. A brand-new ASIN with 40 impressions has nothing in it yet. |
One reassurance worth stating plainly, because it comes up in every onboarding call: the SQP export contains no customer data. No names, no addresses, no order IDs. Every row is an aggregated count against an anonymous search phrase. Nothing personally identifying leaves Amazon, and nothing personally identifying reaches SQINT.
Where does everything sit on the screen?
Seller Central buries the Search Query Performance controls across three corners of one page, which is why the first pull usually takes twenty minutes and every pull after it takes four. Here is the map.
Amazon reorganizes this interface without notice and the layout varies by marketplace, so treat the diagram as the shape of the page rather than a pixel-accurate screenshot. The six controls are always there; occasionally they move.
Should I pull ASIN View or Brand View?
Same report, two altitudes. Brand View combines every product under your brand into one line per search phrase. ASIN View isolates a single product.
ASIN View
One product at a time, up to the top 100 search phrases for that product.
- Answers: where is this product leaking?
- Pull it when you are rewriting one listing
- Columns are labelled ASIN Count and ASIN Share
Brand View
Every product in the brand combined, up to the top 1,000 search phrases.
- Answers: which product should I fix first?
- Useful for a portfolio scan on your own
- Columns are labelled Brand Count and Brand Share
Pull ASIN View for SQINT. SQINT analyzes the ASIN View export today, and Brand View analysis is in beta and shipping next. The reason ASIN View came first is straightforward: a rewritten title, bullet set, and description have to serve one product, so the keyword set that generates them should belong to one product. A brand-wide keyword list produces a listing that fits the average of your catalog and none of your actual ASINs.
If you already know which product you want to work on, you can skip Brand View entirely and pull ASIN View for that product right now.
Which date range should I pick?
Amazon gives you three fixed reporting ranges and no custom date picker. You cannot request "the last 30 days" or "March 4 to April 2." You pick a period Amazon has already closed.
- Monthly — the right default for a first pull. A completed calendar month has enough volume to be meaningful and enough recency to still describe your listing as it stands today.
- Weekly — Amazon's week runs Sunday through Saturday, not Monday to Sunday and not a rolling seven days. Use weekly once you have shipped a change and want to see whether it moved anything.
- Quarterly — good for seasonality and long trends, too coarse to diagnose a listing you edited six weeks ago.
Wait a few days after a period closes before pulling it. The numbers settle.
Which download button do I click?
This is the step people get wrong, and it is the only step that quietly produces a broken file rather than an obvious error. Amazon offers more than one download behind the same button.
| Download type | What you get | Use for SQINT? |
|---|---|---|
| Simple view | Exactly what is on screen — your current filters and whichever columns are visible | Only if you have deliberately left every column showing. Hidden columns do not export. |
| Comprehensive view | Every search phrase for the selected view and date range, all columns, regardless of what is displayed | Yes — this is the one. |
Choose Comprehensive view. Simple view is filtered by whatever you happen to be looking at, which means a column you collapsed to clean up the screen quietly vanishes from the file. If that column was Cart Adds, an entire stage of the funnel is now missing and nothing in the CSV will tell you.
What are the steps, start to finish?
Eight steps, in order.
- Any browser
Sign in to Seller Central
Use the account that holds the Brand Registry enrollment. If you are on a sub-user login and Brand Analytics is greyed out or missing, the account admin has to grant you the permission — it is not something you can switch on yourself.
- Top-right corner · control 1
Set the marketplace first
Before you touch any other filter. Every number on the page is scoped to the marketplace selector, and it frequently defaults to the United States no matter which store you actually sell in.
Pull without checking it and you get a clean, plausible, correctly formatted file describing a market you do not operate in. Nothing in the export flags the mistake.
- Left menu · control 2
Open Brands, then Brand Analytics
From the main navigation menu — the three-line icon at the top left. Amazon reshuffles this menu periodically, so if Brands is not where you expect it, type "Brand Analytics" into the Seller Central search bar instead.
- Tab row · control 3
Open Search Query Performance
Brand Analytics holds several dashboards. You want Search Query Performance, which reports the funnel per search phrase.
Its neighbour, Search Catalog Performance, reports a similar funnel per ASIN with no search phrases attached. It is a genuinely useful report and it is not the one SQINT reads.
- Above the table, left · control 4
Switch to ASIN View and pick your product
Select ASIN View, then enter or select the specific ASIN you want to work on. If you own more than one brand on the account, confirm the brand dropdown as well.
- Above the table, left · control 5
Set the reporting range
Choose Monthly for a first pull, then select a completed month from the period dropdown. Click Apply if the dashboard does not refresh on its own.
- Above the table, right · control 6
Click Generate Download and choose Comprehensive view
The button is labelled Generate Download or Generate Report depending on the current interface. When it asks which download type you want, choose Comprehensive view, then confirm.
- Do not open in Excel first
Collect the file from the Download Manager
Amazon builds the export in the background and drops you on a downloads page. Large ranges take a minute or two. Download the CSV once its status flips to ready.
Then leave it alone. Opening and re-saving it in Excel can mangle the header row, which is the single most common reason an otherwise valid file fails to upload.
What's actually in the file?
The export runs to roughly two dozen columns with names that sound almost identical to each other. You do not need to work through them by hand — SQINT does that — but knowing the shape of the file makes it obvious when a pull went wrong.
The pattern repeats at every stage: a Total Count for the whole market, then an ASIN Count and ASIN Share for your product.
| Amazon's column | What it actually means | Funnel stage |
|---|---|---|
| Search Query | The exact words a shopper typed | Input |
| Search Query Volume | How many times that phrase was searched in the period | Demand |
| Search Query Score | A rank, not a count. 1 is the phrase most important to your product | Priority |
| Impressions: Total Count | How many product listings the whole market showed for this phrase | I |
| Impressions: ASIN Count / ASIN Share | How many of those were your product, and what percentage | I |
| Clicks: Total Count / Click Rate | Market-wide clicks, and clicks as a share of search volume | C |
| Clicks: ASIN Count / ASIN Share | Your product's slice of the clicks | C |
| Cart Adds: Total Count / Cart Add Rate | Market-wide add-to-carts for the phrase | A |
| Cart Adds: ASIN Count / ASIN Share | Your product's slice of the cart adds | A |
| Purchases: Total Count / Purchase Rate | Market-wide purchases attributed to the phrase | P |
| Purchases: ASIN Count / ASIN Share | Your product's slice of the purchases | P |
| Price (Median) | The market's median price at that stage of the funnel | All |
| ASIN Price (Median) | Your product's median price | All |
| Shipping speed columns | Same-day, one-day, and two-day delivery counts at each stage | All |
If you ever pull Brand View instead, the same columns appear as Brand Count and Brand Share, measuring your whole catalog rather than one product.
The one concept to hold on to: Total Count is the market, ASIN Count is your product, and the gap between them is the opportunity. If a phrase drove 100,000 purchases market-wide and 100 of them were yours, you are not competing on that keyword — you are buried on it.
What usually goes wrong?
Six ways a pull goes sideways, in rough order of how often we see them.
- Wrong marketplace. The default is not your default. Check it every single time.
- Screenshotting instead of exporting. SQINT reads the raw file with its headers intact. A pasted table or an image of the dashboard has lost the structure the analysis runs on.
- Simple view with collapsed columns. Hidden columns do not export. Comprehensive view sidesteps the problem entirely.
- Editing the file first. Renaming headers, deleting columns, or reformatting numbers before upload breaks the parser. Upload it exactly as Amazon produced it.
- Pulling too soon after a period closes. Give it a few days to settle.
- Expecting it to match your Business Reports. It will not, and nothing is broken.
On that last one, because it generates more support tickets than everything else combined: SQP attributes actions within a 24-hour window from the search, and it only counts journeys that started with a search. A shopper who searched Tuesday and bought Friday is not in the file. Neither is anyone who arrived from an external link, an ad click into your Store, or a saved product page. Your Business Reports count all of it. The two will never agree, and they are not supposed to.
Then upload to SQINT
Drop the CSV straight into SQINT — no cleanup, no pivot tables, no reformatting. SQINT ranks every keyword by the metrics that actually move each ICAP stage rather than by raw search volume, identifies where your specific funnel is leaking, and generates a title, bullet points, and description with the right keywords assigned to the right fields.
Frequently asked questions
Do I need Brand Registry to pull the SQP report?
Yes. Search Query Performance sits inside Brand Analytics, and Brand Analytics only appears once your Brand Registry enrollment is approved — not merely filed. You also need a Professional selling account. If you are a reseller without your own registered brand, this report is not available to you. See our Brand Registry guide for how to get enrolled.
Why don't my SQP purchases match my Business Reports?
They are not supposed to match. SQP only counts journeys that started with a search and completed within a 24-hour attribution window. Business Reports count every sale from every source, including external links, ads into your Store, and saved product pages. Different questions, different numbers.
Can I pull a custom date range like the last 30 days?
No. Amazon gives you three fixed reporting ranges — weekly, monthly, and quarterly — and no custom date picker. You choose a period Amazon has already closed. Amazon's week runs Sunday through Saturday, which is not a rolling seven days.
Should I upload Brand View or ASIN View to SQINT?
Upload ASIN View. SQINT analyzes the ASIN View file today, because a rewritten title has to serve one product, so the keyword set behind it should belong to one product. Brand View analysis is in beta and shipping next.
How long should I wait after a period closes before pulling it?
Give it a few days. Amazon backfills and settles the numbers for a short window after a reporting period closes, so a report pulled the morning after a month ends can shift slightly. Waiting three or four days costs you nothing and avoids re-pulling.
Amazon changes Seller Central navigation, button labels, and export options without notice, and availability varies by marketplace. The control names and layout described here reflect the interface as of August 2026 — always confirm against what is actually on your screen. SQINT is not affiliated with Amazon.com, Inc.