Helium 10 Search Query Analyzer
Amazon sellers live and breathe data. And if you’ve ever tried to wrestle with Amazon’s built-in reports, you know it’s like decoding ancient runes—super time-consuming and just as confusing. That’s why Helium 10’s Search Query Analyzer is such a breath of fresh air. It takes Amazon’s Search Query Performance data and fuses it with Helium 10’s keyword smarts, so you can ditch the spreadsheets and get the juicy stuff in a couple of clicks.
Let me break it down like a reggaeton beat.
Contents
What is the Amazon Search Query Report?
Amazon’s Search Query Performance (SQP) report is a nugget of gold buried in Brand Analytics. It spills the beans on how shoppers interact with search terms that eventually lead to your ASINs. We’re talking:
- Impressions
- Clicks
- Add-to-cart events
- Purchases
- Search volume
- Organic and sponsored rankings
Now, the not-so-fun part? Normally, you’d have to download chunky CSV files and dig through them like a raccoon in a dumpster. Enter Helium 10.
Why you need Helium 10 SQP report
Helium 10’s Search Query Analyzer takes all that SQP madness and turns it into something actually usable. Instead of staring at boring spreadsheets, you get a slick dashboard where you can track keyword and ASIN performance over time—live and in color.
Here’s why it’s a big deal:
- No more spreadsheet gymnastics: Get SQP data without the CSV circus.
- Useful info in seconds: Built-in filters instantly show which keywords are winning and which ones are just wasting ad spend.
- See where you’re leaking sales: Find out which search terms are making bank and which ones need a timeout.
- Plug-and-play friendly: Easily hook up your insights to tools like Ads, Keyword Tracker, or Magnet.
How to use it
Getting started is easier than setting up an Alexa device (no offense, Alexa). Here’s the quick start:
- Open the Helium 10 Tools menu and go to Analytics > Search Query Analyzer.
- Choose your brand, marketplace, and date range.
- Drop in one or more ASINs you want to check out.
- Play around with the filters to focus on keyword behavior, performance, or how you stack up against others.
- See metrics like impressions, clicks, rank, search volume, conversions… the whole shebang.
- Customize the columns (up to 10) to make the report yours.
Filters and features
The tool comes with filters that dig up the good stuff faster than your mother-in-law finds typos in your texts:
- OPC (Outperforming Converters): Keywords where your ASINs are crushing it versus the competition.
- LPC (Low Performing Converters): The ones where your listings are snoozing.
- SGK (Sales-Generating Keywords): These are actually bringing in the $$$.
- EI (Excess Impressions): ASINs getting more eyeballs than expected for a search term.
You can instantly add these keywords to a list or connect them to your Helium 10 Ads, Keyword Tracker, or Magnet for next-level moves.
Helium 10 pulls from both the Amazon SQP API and its own brainy keyword database. You get:
From Amazon:
- Clicks
- Purchases
- Add-to-cart data
From Helium 10:
- Search volume
- Organic rank
- Sponsored rank
- Impressions
Extra Sauce:
- Impression share
- Click share
- Purchase share
- Click-through rate changes
- Conversion rate changes
This combo lets you measure your keyword game against the market, spot easy wins, and stop pouring money into dead ends.
Included in Diamond and Elite plans
Only folks on the Diamond or Elite Helium 10 plans who are Brand Registered with Amazon can use the Search Query Analyzer. If you’re not Brand Registered, Amazon won’t show you the SQP data—and the tool needs that to do its thing.
The tool works across all marketplaces, which is great if you’re selling worldwide (or just pretending to be Jeff Bezos on vacation).
Bonus Tip for Teams: Main account holders can grant access to sub-users through Account Settings > Access Management. Perfect for agencies or when you’ve got a whole crew helping with your Amazon biz.
TL;DR: You should 100% be using this
If you’re selling on Amazon and not using this tool, you’re basically trying to win a Formula 1 race with a tricycle. The Search Query Analyzer gives you the cold, hard truth about your keywords so you can act fast, make smart moves, and stop wasting time (and cash).
