Seller guide
How do I read Amazon Search Query Performance funnel gaps?
Separate query share from ASIN stage rates, compare seller-chosen targets, and rank the largest observed funnel gaps without calling an arithmetic difference a root cause or a forecast.
Freeze one comparable SQP scope
Export seller-supplied Search Query Performance rows for one marketplace, reporting period, ASIN scope, and consistent report definition. Keep each search query beside both the query totals and the selected ASIN counts for impressions, clicks, cart adds, and purchases. Do not combine partial periods or compare a weekly row with a monthly row: different denominators can make an apparent funnel change that is only a scope change. Preserve the original export and its date before calculating anything.
Keep share and stage rate as different questions
ASIN share asks what portion of the supplied query total belongs to the ASIN at a stage. A stage rate asks what portion of the ASIN's prior-stage count moved forward: clicks divided by impressions, cart adds divided by clicks, and purchases divided by cart adds. An ASIN can have a small query share and a healthy purchase rate, or strong impression share and weak click-through. Show both views rather than blending them into a score that hides where the observed drop occurs.
Use explicit seller-chosen targets
Set click, cart-add, and purchase-rate targets from the seller's own comparable history or documented planning assumption. Calculate each shortfall in percentage points, then divide by that stage's target to compare relative gaps across stages. Label the targets clearly: they are not Amazon benchmarks, marketplace policy, or a promise that another ASIN can achieve them. When a prior-stage denominator is zero, preserve that state instead of interpreting the resulting zero rate as evidence that the listing failed.
Treat counts-to-target as arithmetic references
For a bounded what-if, multiply the observed prior-stage count by the supplied target rate, round up to a whole event, and subtract the observed next-stage count. That shows how many clicks, cart adds, or purchases would have been needed to meet the target under the same denominator. It is not an estimate of lost orders, available demand, or achievable lift. Traffic mix, seasonality, report attribution, price, availability, and competition may differ outside the supplied row.
Investigate the named stage before editing
A large impression-to-click gap can coexist with query relevance, title, image, brand, price, or competitive differences. A cart or purchase gap can coexist with offer, variation, delivery, inventory, reviews, or detail-page expectation issues. The calculation does not identify the cause. Use the ranked queue to choose which current listing and offer evidence a human reviews first; never change copy, price, ads, inventory, or account settings from funnel arithmetic alone.
Tools that help with this
Prices below are exact x402 per-call prices. Human card checkout uses fixed $3, $9, and $29 bundles; follow a tool page to see its applicable bundle.
- Free factual keyword-coverage snapshot for one listing comparison (free)
- Amazon Search Query Performance Funnel Leak Analyzer ($0.50) — Rank supplied ASIN/query rows by their largest relative gap to seller-chosen targets
- Amazon Search-Term Spend Waste Miner ($0.50) — Review seller-supplied advertising search-term economics as a separate evidence source
- Marketplace Listing Audit ($0.05) — Inspect current listing fields after the observed funnel stage is isolated
Every paid output is a draft for your review before you publish, appeal, or activate anything. Friday does not access your seller account.