Search Term Analyzer
Use the Search Term Analyzer to work with the Search Query Performance (SQPR) data sellerfox has already loaded: select a weekly or monthly period, filter search queries, choose the KPIs for the table and the chart, and export the result.
Opening or filtering the view never requests new reports from Amazon. To learn which periods and ASINs sellerfox loads automatically or on request, see SQPR reports.
All dashboard roles can open the tab, filter, and export. Only Owners and Admins can request additional reports or save quick filters. See Permissions.
Choose a period and load missing reports
Set the period and granularity in the Dashboard toolbar. “Days” stays grayed out because Amazon only delivers SQPR reports for whole weeks and months.
Weeks and months are separate reports. Under “Months”, sellerfox shows Amazon's monthly report instead of adding up the individual weeks. So when no monthly report is loaded for a month, the table stays empty even if every week of that month is there.
Two links sit directly above the filters:
- “Load additional reports” opens the dialog where Owners and Admins request missing periods.
- “View loaded reports” lists every report with its status. “View report” returns to the Search Term Analyzer and sets the ASIN, marketplace, period, and granularity of that report. sellerfox clears every other filter in the process.
While sellerfox is still loading reports, the number of reports in progress appears below the two links.
The analysis is scoped to ASINs, not brands
The Search Term Analyzer works with ASIN-scoped SQPR data. Every table row therefore represents one search query on one marketplace and expands to your ASINs. There is no brand-scoped analysis.
Market KPIs always describe the whole search query across all sellers, while ASIN KPIs count only your own ASIN. SQPR reports explains what a report contains.
Filter search queries
| Filter | What it changes |
|---|---|
| “Product list” | All products, a temporary product selection, or a saved product list. See Products & product lists. |
| “ASIN search” | One or more ASINs, separated by spaces. |
| “Marketplaces” | One or more marketplaces; shown only when the workspace has several active marketplaces. |
| “Extended Filter” | “Keyword search” filters by the text of a search query, “KPI Filter” by thresholds. Both conditions apply at search-query level, so neither one isolates a single expanded ASIN row. |
Apply your settings with “Apply filter”. “Reset filter” clears all four filters.
Above “Keyword search”, you can select one of four filter presets. Each preset applies two KPI filters in one click and leaves only the search queries where your ASIN's CTR and ATCR sit above or below the market average. The name states the recommendation, not the current state: “Improve Traffic” lists search queries where your ASIN already performs above the market average.
The presets filter on CTR Diff. ASIN (SQPR) and ATCR Diff. ASIN (SQPR): a positive value means above the market average, a negative value below it.
While a preset is active, the information icon beside it opens the full explanation with concrete recommendations.
| Preset | What the numbers show | What the selection is for |
|---|---|---|
| “Improve Traffic” | CTR and ATCR above the market average | Your ASIN turns impressions and clicks into carts better than the competition for this search query. These are good conditions for lifting organic ranking through more visibility. |
| “Reduce Traffic” | CTR and ATCR below the market average | Your ASIN trails the competition at both steps. Building organic ranking is hard here, and ads pay off only while they stay profitable. |
| “Improve ATCR” | CTR above, ATCR below the market average | Your search result wins the click, but the product page does not win the cart. Work on the product page to gain market share. |
| “Improve CTR” | ATCR above, CTR below the market average | Shoppers who reach your product page add to cart more often than the market average; too few of them click. Work on the search result to gain market share — the main image, the price, or an offer. |
Owners and Admins save their own combination of keyword search and KPI filters with “New quick filter”. Viewers can apply saved quick filters and the four presets.
Read the table and choose its columns
Under “Course”, switch between two views of the same filtered data:
- KPI Overview shows one row per search query and marketplace. Choose which columns appear under “SQPR ASIN KPI Set”: “sellerfox default KPIs”, a one-off “KPI selection...”, or a saved KPI set.
- Time course shows a single KPI with one column per week or month, preceded by the
TOTALcolumn for the full period. Choose the KPI under “KPI over time”. That choice stays linked to the sort order of KPI Overview: sort the overview bySearch Volume (SQPR), and Time course showsSearch Volume (SQPR)— and the other way round.
Both views start with 25 search queries and show the total number of matches below them. “Load more search terms” loads the next 25; inside an expanded row, “Load more products” loads the next 25 ASINs.
What the SQPR metrics mean
For each search query, Amazon supplies the plain counts: impressions, clicks, cart adds, and purchases. sellerfox calculates three rates from them, each in three variants:
| Rate | Whole market | Your ASIN | Difference |
|---|---|---|---|
| CTR | CTR Market (SQPR) | CTR ASIN (SQPR) | CTR Diff. ASIN (SQPR) |
| ATCR | ATCR Market (SQPR) | ATCR ASIN (SQPR) | ATCR Diff. ASIN (SQPR) |
| CVR | CVR Market (SQPR) | CVR ASIN (SQPR) | CVR Diff. ASIN (SQPR) |
The difference is the ASIN rate minus the Market rate, so a positive value means your ASIN beats the market average. The KPI Explorer shows the exact formula for every KPI.
Sales Volume (SQPR) is not one of the default columns, but you can add it under “SQPR ASIN KPI Set”. The value is a sellerfox estimate, not an Amazon revenue metric: the purchases of your ASINs for a search query, multiplied by the median purchase price Amazon reports for that query. That median covers every purchase for the search query, including those of other sellers. Use the result as a directional estimate, not as actual revenue.
Build a chart
The chart above the table shows the trend across the selected period, with one value per week or month. It takes two selections:
- Choose the KPIs for the chart with “Add KPI” in the “SQPR ASIN KPIs” bar. This selection is independent of the table columns. You can show each KPI as a line or columns and drag the KPIs into the order you want.
- Select what to compare with the checkboxes in the table. Select the row of a search query, and the chart plots the trend across all your ASINs together. Expand that row and select a single ASIN, and the chart plots only the trend of that ASIN.
The chart plots every selected KPI for every selected row: two KPIs and three selected rows give six series. Without a selected row, the area stays empty and reads "No entries or KPIs selected for chart".
Export the result
Select “Export” to download the filtered result as an XLSX or CSV file. The export carries over the period, granularity, filters, sorting, and KPI selection of the table, and it covers every match, not only the rows already loaded.
Under “How should the data be grouped in the export?”, decide what one row stands for:
| Grouping | One row per | Leading columns |
|---|---|---|
| “Search Term” | search query and marketplace | Search Query, Marketplace |
| “Search Term + ASIN” | Child ASIN and search query | Search Query, Child ASIN, Child SKUs, Marketplace |
Which data columns follow depends on the table view you export from:
- KPI Overview gives one column per selected KPI.
- Time course gives one column per week or month, for the single KPI chosen under “KPI over time”. The
TOTALcolumn is not included.
Column headers stay English in both dashboard languages.
Market KPIs describe the whole search query in the export too. Under “Search Term + ASIN”, the same market value therefore repeats across the ASIN rows of a search query — do not sum those columns across rows.
If the market values do differ, periods are missing for certain ASINs: an ASIN row covers only the periods in which that ASIN has data for the search query. The market value then comes out lower than in the “Search Term” export. “View loaded reports” above the table shows which reports are loaded.
Export your data lists the exports available in other views.
Related
- SQPR reports — load and recover report periods.
- KPI Explorer — look up every SQPR KPI.
- Seller Central comparison — reconcile SQPR scope with other Amazon views.
- Products & product lists — create reusable product filters.