The Search Query Analyzer is a new tool in Helium 10 that provides a deep, aggregated view of search queries at the Child ASIN level. It helps sellers analyze keyword performance, conversion trends, and optimization opportunities by combining Helium 10 data with Amazon’s Search Query Performance (SQP) API data. This integration gives sellers valuable insights into how customers are discovering and engaging with their products, enabling smarter decisions for listing optimization and marketing strategy.
Key Benefits of the Search Query Analyzer
- Analyze Conversion Funnel Performance – Understand impressions, clicks, add-to-cart actions, and purchases for each keyword driving traffic to your ASINs.
- Competitor Insights – Track competitors’ ASIN performance, market share, and keyword rankings.
- Improve Advertising ROI (return on investment) – Identify high-converting search terms to optimize your ad campaigns and listings.
- Customizable Data Filters – Tailor reports by selecting specific ASINs, marketplaces, time periods, and keyword filters.
Who Can Access the Search Query Analyzer?
This tool is exclusively available for users on Diamond and above plans who are Brand Registered with Amazon.
Note: The tool is now available for all markets.
How to Grant Access for Sub-accounts
The main account holder can grant sub-account access to the Search Query Analyzer tool. To accomplish this, have the main account open the account settings menu and select Access Management.
Select the User Account that you would like to provide access to and select Manage Permissions.
Check the box next to Search Query Analyzer to enable the feature for this account.
How to Use the Search Query Analyzer
Navigate to Analytics in the Helium 10 Tools menu.
- Select Search Query Analyzer.
- Select your brand, marketplace, and time period at the top.
- Choose your data parameters:
- Input one or multiple ASINs
- Apply filters
- View search query insights, including search volume, rankings, and conversion metrics.
Data & Metrics Provided by Search Query Analyzer
The tool integrates Helium 10 data and Amazon SQP API data to deliver a comprehensive performance report:
Helium 10 Data
- Search Volume – How often a keyword is searched.
- Organic Rank – The keyword ranking position for your ASIN.
- Sponsored Rank – The position of your ASIN in paid search results.
- Impressions – The number of times your ASIN appears in search results.
Amazon SQP API Data
- Clicks – The number of clicks your product receives.
- Purchases – The number of conversions from search queries.
- Add to Cart Metrics – How often a product is added to the cart from search results.
Performance Insights & Metrics
The Search Query Analyzer provides additional insights to help sellers understand their market share and conversion effectiveness:
- Impression Share – Percentage of total impressions your ASIN receives.
- Click Share – How often users click on your ASIN versus competitors.
- Purchase Share – Your percentage of total purchases in a market.
- CTR Variance – How your click-through rate (CTR) compares to market averages.
- CVR Variance – How your conversion rate (CVR) compares to competitors.
Advanced Keyword Analysis
You can change the metrics from All Keywords to one of the following:
- OPC (Outperforming Converters) – Keywords where your ASIN’s conversion rate is higher than the market average.
- LPC (Low Performing Converters) – Keywords where your ASIN underperforms compared to competitors.
- SGK (Sales-Generating Keywords) – Keywords that have generated at least one sale.
- EI (Excess Impressions) – Keywords where your ASIN impressions exceed search query volume.
Customizing Your Report
- Users can customize table columns and choose up to 10 metrics for display.
- The tool allows integration with Magnet, Keyword Tracker, and My List for deeper analysis.
No Data Availability
If the requested data is unavailable (e.g., your query extends beyond the existing stored data), you will receive a notification with the following options:
- Access the currently available data immediately, or
- Wait approximately 30 minutes for the system to retrieve new data.
Once the report is generated, you will receive a notification: “Your SQP Analysis Report is Ready!”
Understanding Metrics in Search Query Analyzer
When analyzing ASIN-level keyword data in Search Query Analyzer, it’s important to understand how key metrics differ and how they relate to each other:
My Purchases represents the total number of orders (not units) for the selected ASIN associated with a specific search term or keyword. This includes both organic and PPC orders.
PPC Units Sold refers to the number of units (not orders) sold through your PPC campaigns only. This data is specific to your account—Search Query Analyzer does not include PPC data from other sellers.
Because My Purchases tracks orders and PPC Units Sold tracks units, these two metrics are not directly comparable. For example:
If My Purchases shows 7 and PPC Units Sold shows 13, this means there were 7 total orders (organic + PPC), and among those, 13 PPC units were sold—implying some orders contained multiple units.
If My Purchases shows two, and PPC Units Sold is 0, both orders were organic.
If My Purchases is two and PPC Units Sold is 2, this indicates two PPC orders with one unit each.
Additionally:
My Cart Ads reflect the number of customers who added the ASIN to their cart after searching for the keyword—this includes customers who purchased and those who did not.
When you run an ASIN in Search Query Analyzer, it retrieves all keywords driving impressions to that ASIN, regardless of whether any purchases occurred. Therefore, some keywords may show 0 in the My Purchases column, but still have values under My Impressions.
Understanding these distinctions helps ensure a more accurate interpretation of keyword performance and ad effectiveness.
Get Started with Search Query Analyzer
With Helium 10’s Search Query Analyzer, sellers can gain data-driven insights to refine their advertising strategy, improve keyword performance, and increase conversions.
Start leveraging this tool today to maximize your product visibility and sales on Amazon! 🚀
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