If you’ve ever tried dealing with Amazon’s native reports, like the one you can find in Helium 10 Search Query Analyzerm it’s like reading hieroglyphics with a hangover. They’re bulky, messy, and make you want to yeet your laptop out the window. That’s why Helium 10’s Search Query Analyzer is such a help. It takes Amazon’s Search Query Performance data and gives it the Helium 10 treatment: cleaned up, visual, and way easier to act on.
Table of Contents
And yep—since I’m a Helium 10 Seller Solutions Hub Partner and guest author on their blog, I’ve tested this thing inside and out. Let’s unpack it like a Prime Day box.
What’s the Amazon Search Query Report?
The Search Query Performance (SQP) report lives inside Brand Analytics and gives you the inside scoop on what shoppers are searching and how they interact with your ASINs. We’re talking:
- Impressions
- Clicks
- Add-to-Carts
- Purchases
- Search Volume
- Organic vs Sponsored Rank
The downside? Normally you have to download CSV files the size of a Tolstoy novel. Not fun. That’s where Helium 10 steps in.
Why use Helium 10's SQP report
Search Query Analyzer grabs all that SQP chaos and turns it into something that actually makes sense. Instead of drowning in Excel hell, you get a visual dashboard where everything is organized and click-to-filter.
Why it rocks:
- Say goodbye to spreadsheets: You get direct access to SQP data—no need to open another CSV ever again.
- Instant keyword clarity: Built-in filters help you spot the winners and cut the duds (a.k.a. money pits).
- Sales leak detection: See which terms are converting, and which are just there to drain your budget.
- Super plug-and-play: Syncs easily with other Helium 10 tools like Keyword Tracker, Ads, and Magnet.
How to use it
Way easier than assembling IKEA furniture. Here’s the step-by-step:
- Head to Analytics → Search Query Analyzer inside Helium 10.
- Select your brand, marketplace, and date range.
- Paste in your ASIN(s).
- Play with the filters to zoom in on performance, competition, or keyword intent.
- Get data like impressions, clicks, CTR, rank, conversions—you name it.
- Customize up to 10 columns to build the report your way.
Filters and features
Filters are the real MVP here. They let you find golden nuggets faster than your tío finds conspiracy videos on YouTube.
- OPC (Outperforming Converters): Keywords where you crush your competitors.
- LPC (Low Performing Converters): The sad ones. Maybe give them a hug… or drop them.
- SGK (Sales-Generating Keywords): These are bringing home the bacon.
- EI (Excess Impressions): ASINs getting more eyeballs than usual.
From there, you can send keywords straight to Ads, Magnet, or Keyword Tracker with one click. Boom. Done.
Where the data comes from
Amazon gives you:
- Clicks
- Purchases
- Add-to-Cart Data
Helium 10 adds its own flavor:
- Search Volume
- Organic Rank
- Sponsored Rank
- Impressions
Bonus Sauce:
- Impression Share
- Click Share
- Purchase Share
- Click-Through Rate Changes
- Conversion Rate Changes
Pro tip : Pair this tool with Magnet and Keyword Tracker to build what I call the “Conversion Trifecta.” Start with SQP to find the terms, Magnet to expand them, and Keyword Tracker to monitor if you’re winning the SERPs. Triple threat.
Review
If you're selling on Amazon and not using this tool, you're basically trying to win a Formula 1 race on a Lime scooter. Search Query Analyzer tells you what’s working, what’s not, and where you’re bleeding cash. Trust me—as someone who partners with Helium 10 and knows their tools inside out—it’s the real deal.
Pros
-
No more death-by-CSV
You don’t need to open a massive spreadsheet just to find out why your keyword sucks. -
Dashboard that actually makes sense
Everything’s clickable, filterable, and visual. Even your intern will get it. -
Amazon + Helium 10 data combo
You get the best of both worlds: Amazon’s SQP data + Helium 10’s keyword smarts. -
Killer filters (not filler)
OPC, LPC, SGK, EI… nope, not random letters. These filters tell you where you’re winning, leaking sales, or wasting budget. -
One-click integration with other Helium 10 tools
Found a golden keyword? Send it straight to Ads, Keyword Tracker, or Magnet. Easy peasy. -
See how you stack up against the competition
Know if you’re crushing it or if your keywords are just showing up to lose. -
Works in every Amazon marketplace
Whether you sell in the U.S., Germany, or Timbuktu, the tool does its thing. -
Great for teams and agencies
You can give sub-user access without giving them your whole Amazon life.
Cons
-
Brand Registry required
If you’re not Brand Registered, Amazon won’t give you SQP data. That’s on them, not Helium 10. -
Only in Diamond and Elite plans
Not available on Starter or Platinum plans. If you're on a lower tier, time to level up. -
Can be overwhelming for newbies
Tons of data can lead to analysis paralysis if you’re just getting started. -
You rely heavily on Amazon’s API
If Amazon changes the rules, the tool is at their mercy. Welcome to platform life. -
Data ≠ strategy
It gives you all the numbers, but it’s still up to you (or your Amazon consultant 👀) to know what to do with them.
Our score
- Number of features (5)
- Pricing (4)
- Learning curve (4)
- User friendly (4)
Alternatives to Helium 10 Search Query Analyzer
Here you can find the top Helium 10 Search Query Analyzers alternatives
About the author
Jordi Ordonez
I’m an independent eCommerce and Amazon consultant.
Clients
I've worked with brands like Estrella Damm, Intersport, Bella Aurora, Lladró, Textura Interiors, Nice Things Palomas, Castañer, Due-Home, and many others.
Lecturer & Teacher
I’ve spoken and taught at events such as Meet Magento, PrestaShop Day, SEMrush, Cambra de Comerç Barcelona, ClinicSEO, EcommBeers, EcommBrunch, Ecommercetour.com, EcommFest, EOI, ESIC-ICEMD, Foxize, Generalitat de Catalunya, Inesdi, Quondos, and The Valley. I’ve also delivered in-company training sessions for major brands like Orange and Adidas.
Writer
I regularly contribute articles to the Helium 10 blog, Shopify, SEMrush, La Vanguardia, eCommerce News, Marketing4ecommerce, and others.
Partner
Helium 10, Jungle Scout, Avask, Helium 10 Seller Solutions Hub Partner, SaaS4Marketing, H10-wp.com, FBASuite.com, and a Trusted Partner of Tracefuse.
Social
LinkedIn, Twitter, Wikipedia, YouTube, Quora, ISNI 0000000513224289, About Jordi Ordonez