The three-report framework
SQP, SCP, and TST — three CSVs that together tell you what shoppers search, what converts, and what ranks.
Amazon exposes three Brand Analytics CSV reports that, together, describe the demand side of your catalog. No single report gives you the full picture. The power of this framework is in the join — when you load all three, RankASIN can cross-reference terms across sources and tell you exactly where you're winning, losing, and not yet competing.
The correct processing order is TST → SQP → SCP. Each report builds on the previous one.
Top Search Terms (TST)
Source: Seller Central → Brands → Brand Analytics → Search Terms
Scope: Market-level. Not filtered to any ASIN. Shows search terms ranked by search frequency for a category-level query (e.g., "toner pads") over a chosen week or month.
What each row contains:
- Search frequency rank + search term
- Top 3 clicked brands and categories
- For each of the top 3 clicked products: ASIN, title, click share %, conversion share %
Role: Market reconnaissance. TST answers "who wins clicks for this category-level term, and is my ASIN in the conversation?" If you're not in the top 3 for a term, you're essentially invisible for it — TST makes that visible across your whole category.
Key computed signals:
- Concentration — if the #1 ASIN has >60% click share, the term is dominated. If under 35%, clicks are fragmented and the door is open.
- ASIN presence — whether your ASIN appears in any of the three slots.
- Term type — Generic vs. Competitor Branded (based on brand names extracted from the top-clicked columns).
Search Query Performance (SQP)
Source: Seller Central → Brands → Brand Analytics → Search Query Performance
Scope: ASIN-level. Filtered to a specific ASIN. Shows every search query where that ASIN appeared in results.
What each row contains:
- Search query, search query score, and total market volume
- For both the total market and your ASIN: impressions, clicks, cart adds, purchases — plus shares (%) at each funnel stage
- Median price and shipping speed at each funnel stage
Role: ASIN-level funnel diagnostic. SQP is the only report that shows both the market denominator and your ASIN's numerator simultaneously. The share flow — impression share → click share → purchase share — is the single most important diagnostic in this system.
How to read the share flow:
5% → 1% → 0% Title/image fails. You're shown but nobody clicks.
1% → 5% → 0% Clicks don't convert. Price, reviews, or content issue.
1% → 5% → 10% You outperform. Scale this term immediately.
5% → 5% → 5% Proportional. You're keeping pace with the market.
0.1% → 0% → 0% Barely visible. Needs PPC or keyword changes.
80% → 90% → 100% You own this term. Protect it.
When impression share collapses to click share, the problem is your title or main image — shoppers see you but don't pick you. When click share collapses to purchase share, the problem is on your detail page — price, reviews, A+ content, or product-market fit.
Search Catalog Performance (SCP)
Source: Seller Central → Brands → Brand Analytics → Search Catalog Performance
Scope: ASIN-level. Filtered to a specific ASIN. One row per week or month.
What each row contains:
- Total impressions, clicks, CTR, cart adds, purchases, sales revenue, conversion rate
- Median price and shipping speed at each funnel stage
Role: Aggregate scoreboard and confounder check. SCP answers "is my overall search performance trending up or down?" But before you interpret any metric change, check the price column. If price changed by more than $0.50 between periods, the metric change is probably price-driven, not listing-driven. SCP surfaces this confounder explicitly so you don't misattribute a price drop to a title rewrite.
SCP also lets you compute the SQP coverage gap: the share of your total impressions that comes from queries not visible in SQP (below Amazon's reporting threshold). A gap above 50% means a long tail of low-volume terms is driving significant traffic — worth targeting with backend keywords.
Why all three
Each report answers a different question:
| Report | Question answered |
|---|---|
| TST | Who wins clicks in my category? Where am I absent? |
| SQP | For the queries where I appear, where am I losing in the funnel? |
| SCP | Is my overall search performance improving or declining? What changed? |
The join of all three is what drives keyword discovery in RankASIN. The getCrossReference function finds terms that appear in SQP, TST, or both but aren't yet in your keyword master — surfacing the highest-priority gaps. Terms that appear in both SQP and TST are especially valuable: you're already getting impressions, you're just not winning the click.
If a term appears in TST (market is searching it) and in SQP (you're getting impressions for it) but your click share is near zero — that's your highest-priority optimization target. Improve the title, main image, and price for that term before anything else.