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.

Below the filters, you will find “Data coverage” and two report actions:

• “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 actions. Use “Data coverage” to check completeness and load specific missing periods. SQPR reports → Check data coverage explains the percentage and status table.

Each row represents one search query on one marketplace and expands to show the corresponding ASINs.

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.

Market values and data coverage

Market values for a single ASIN can be lower than the query's values across all selected ASINs. A single ASIN includes only periods with data for that query. If a report is missing or does not contain the query, that period is also absent from its market value. This applies to the table, the funnel, and exports.

Use “Data coverage” or “View loaded reports” to check which reports are available. Even with complete reports, a query can be missing from individual periods. SQPR reports → Check data coverage explains what the indicator covers.

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.
“Marketplace”	One or more marketplaces; shown only when the workspace has several active marketplaces.
“Keywords”	“All” or “Tracked only”. “Tracked only” shows only search queries that exactly match a keyword tracked in the workspace on the same marketplace.
“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” resets all filters; “Keywords” returns to “All”. If an applied product list contains no matching products, the result is empty. Choose “All products” to analyze without that restriction again.

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 TOTAL column 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 by Search Volume (SQPR), and Time course shows Search 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:

1. 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.
2. Select the chart icon, “Show in chart”, in the table row you want. A search-query row plots the trend across your selected ASINs together. To chart one ASIN, expand the search query and select the chart icon in that product row. Select “Remove from chart” to remove the trend again.

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".

Compare the funnel with the market

Select the funnel icon in a search-query or product row. The “Funnel” dialog uses that search term, marketplace, date range, and the applied filters. If you open it from a product row, that ASIN is already selected. KPI filters only decide which search queries appear: for a single ASIN, the funnel shows its values regardless of these filters.

Use the search-term field to choose or search for another query. Results appear in descending search-volume order; scrolling loads more. Under “Product / ASIN”, switch between “All selected products” and a single ASIN with data for the query.

The funnel compares your products with the total market. The search query, product selection, date range, and data coverage appear at the top.

The funnel compares your products' impressions, clicks, cart adds, and purchases with the “Total market”. Select a stage to see its market share: your products' value divided by the market value at that same stage.

Between the stages, compare click-through rates (CTR), add-to-cart rates (ATCR), and rates from cart to purchase. Select a rate to see the figures behind it. The KPI Explorer defines the CTR and ATCR KPIs.

The last transition uses cart adds as its starting count. CVR ASIN (SQPR) and CVR Market (SQPR) use clicks instead. Search volume appears separately above the funnel: one search can produce multiple product impressions, so there is no transition rate from searches to impressions.

The color of your rate compares it with the market rate: green means at or above the market, yellow up to 5% relatively below it, and red more than 5% below it. With a market rate of 10%, your rate of 9.5% is exactly 5% below the market. A missing value or a starting count of 0 produces a dash for the rate. Without a positive market rate, no comparison color is applied.

“Data coverage” in the dialog follows the selected marketplace and, when selected, the individual ASIN. Check it before interpreting gaps in the funnel. Loaded reports do not guarantee data for every search term.

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 TOTAL column 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”, market values appear in every ASIN row — do not sum those columns across rows. Market values and data coverage explains why the values can differ between ASINs.

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.