If you’ve ever messed with Amazon’s native reports (like the ones inside Helium 10’s Search Query Analyzer) you know it’s like decoding Morse code blindfolded. It’s a mess. Huge, clunky files that make you want to throw your laptop off a balcony. That’s why Helium 10’s Search Query Analyzer is such a life-saver. It takes Amazon’s Search Query Performance data and turns it into something actually usable: clean, visual, and ready to work with.
Table of Contents
Since I’m a Helium 10 Seller Solutions Hub Partner and a regular contributor to their blog, I’ve had plenty of time to put this thing through its paces. Let’s break it down.
What’s the Amazon Search Query report?
The Search Query Performance (SQP) report lives inside Brand Analytics and shows you what buyers are typing into the search bar and how they react to your ASINs. It includes:
- Impressions
- Clicks
- Add-to-Carts
- Purchases
- Search Volume
- Organic vs Sponsored Rank
The catch? You usually have to deal with CSVs the size of a Harry Potter book. Enter Helium 10.
Why use Helium 10's SQP report
Search Query Analyzer takes that avalanche of SQP data and gives you something that makes sense. No more Excel torture. Instead, you get a visual dashboard that’s easy to navigate and filter.
Here’s why it’s awesome:
- Bye bye spreadsheets: Access SQP data directly. No more downloading CSVs just to figure out what’s going on.
- Keyword clarity in seconds: Built-in filters help you find winners fast and ditch the keywords burning your money.
- Sales leak detector: Spot which search terms are converting and which are just eating your ad spend.
- Plug it into everything: Syncs easily with tools like Keyword Tracker, Ads and Magnet.
How to use it
Way easier than putting together anything from IKEA. Step-by-step:
- Go to Analytics → Search Query Analyzer in Helium 10.
- Select your brand, marketplace and date range.
- Enter your ASIN(s).
- Use filters to zoom in on what matters: performance, keyword intent or competitors.
- Check out data like impressions, clicks, CTR, rank and conversions.
- Customize up to 10 columns to make the report your own.
Filters and features
The filters are where the magic happens. They help you spot keyword gold faster than your uncle finds weird Facebook groups.
- OPC (Outperforming Converters): Keywords where you’re absolutely crushing it.
- LPC (Low Performing Converters): These aren’t pulling their weight. Time to cut them loose.
- SGK (Sales-Generating Keywords): These are your MVPs. Don’t lose track of them.
- EI (Excess Impressions): ASINs getting way more eyeballs than expected.
From there, you can shoot keywords straight into Ads, Magnet or Keyword Tracker with a single click. Easy.
Where the data comes from
Amazon gives you:
- Clicks
- Purchases
- Add-to-Cart Data
Helium 10 adds its own extras:
- Search Volume
- Organic Rank
- Sponsored Rank
- Impressions
Bonus info:
- Impression Share
- Click Share
- Purchase Share
- Click-Through Rate Changes
- Conversion Rate Changes
Pro tip: Use this together with Magnet and Keyword Tracker to create the holy trinity of keyword domination. Start with SQP to find the terms, expand them with Magnet and track the rankings with Keyword Tracker.
Review
If you're selling on Amazon and not using this tool, it’s like trying to run a marathon in flip-flops. Search Query Analyzer shows you what’s working, what’s broken and where your budget is going to die. I’ve worked with Helium 10 for years and trust me: this one delivers.
Pros
- No more death-by-CSV
You don’t need to dive into giant spreadsheets just to figure out what went wrong with your keywords. - Dashboard that makes sense
Everything’s interactive and visual. Even your cousin who just started selling will get it. - Amazon + Helium 10 combo
You get Amazon’s raw data plus Helium 10’s secret sauce. - Killer filters (not filler)
OPC, LPC, SGK, EI… not alphabet soup, these actually tell you something useful. - One-click sync with other tools
Found a keyword you love? Shoot it to Ads, Magnet or Tracker with one click. - See how you compare
Know if you’re winning the search or just getting impressions with zero love. - Works in every Amazon marketplace
Doesn’t matter if you sell in the US, Germany or wherever they’ve got you covered. - Perfect for teams and agencies
Let your team use it without handing over full account access.
Cons
- Brand Registry required
If your brand’s not registered, you’re out of luck on SQP data. That’s Amazon’s fault, not Helium 10’s. - Only on Diamond and Elite plans
You won’t find it in the Starter or Platinum plans. If you want the good stuff, you’ll need to upgrade. - Can be a lot for beginners
It’s powerful, but the firehose of data might fry your brain if you’re new. - Dependent on Amazon’s API
If Amazon decides to change or limit access, the tool’s stuck waiting for them. Welcome to life in their ecosystem. - Data ≠ strategy
You still need to know what to do with it or work with someone who does. Cough cough.
Our score
- Number of features (5)
- Pricing (4)
- Learning curve (4)
- User friendly (4)
Summary
If you're selling on Amazon and not using this tool, it’s like trying to run a marathon in flip-flops. Search Query Analyzer shows you what’s working, what’s broken and where your budget is going to die. I’ve worked with Helium 10 for years and trust me: this one delivers.
Pros
- No more death-by-CSV
- Dashboard that makes sense
- Amazon + Helium 10 combo
- Killer filters (not filler)
- One-click sync with other tools
- See how you compare
- Works in every Amazon marketplace
- Perfect for teams and agencies
Cons
- Brand Registry required
- Only on Diamond and Elite plans
- Can be a lot for beginners
- Dependent on Amazon’s API
- Data ≠ strategy
Alternatives to Helium 10 Search Query Analyzer
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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