General Overview

1. What is the Amazon SQP Report?

The SQP (Search Query Performance) Report provides detailed ASIN-level insights into how customers discover your products through Amazon search—tracking metrics such as impressions, clicks, add-to-carts, and purchases. It is part of Amazon’s Brand Analytics.

2. How does the SQP report benefit sellers in optimising their product performance on Amazon?

The SQP report is a powerful, ASIN-level performance tool that helps sellers:
a. Understand how their products are discovered via search
b. Improve SEO and ad targeting
c. Plan inventory and marketing more effectively

3. Where is the SQP report available?

Seller Central UI: Go to Brands > Brand Analytics > Search Query Performance
API / Connectors: Available via the Amazon Selling Partner API (requires ASIN upload)

4. What tables are supported?

SearchQueryPerformanceReportWeekly
SearchQueryPerformanceReportMonthly

5. Is brand-level data supported?

No. The API currently only supports ASIN-level data.

Enabling & Using Report

6. How do I enable SQP in a connector?

Navigate to Edit Flow in your integration.
Go to Advanced Configuration Options.
Select “Reference ASIN for SQP Reports”.
Upload a CSV file with two columns: ASIN, FREQUENCY (either WEEK or MONTH).

7. What happens if I don’t upload the ASIN file?

The SQP report tables will fail to load, and the authenticate button remains disabled.

8. Can I re-upload or update the file?

Yes, you can update the file before the scheduled job runs:
a. Weekly Frequency: Update before Sunday.
b. Monthly Frequency: Update before the end of the month.

ASIN File Requirements & Management

9. What is the format of the CSV file required?

It must contain exactly two columns:
a. ASIN: The Amazon Standard Identification Number (must be valid and unique)
b. FREQUENCY: Must be WEEK or MONTH (case-sensitive)

10. Can I include the same ASIN for both frequencies?

Yes, just update the list with the same ASIN twice—once with WEEK and once with MONTH.

11. Can I use the same file across countries?

Yes, if an ASIN doesn’t exist in a specific country, it will be skipped automatically.

12. Do I need to upload a separate file for each country?

Yes, you must upload an ASIN file for each integration (country).

13. Are limits shared across countries?

No, Limits are per integration per country, not region wide.

14. What happens if ASIN or FREQUENCY is missing or invalid?

Those rows are skipped. Invalid ASINs are logged in the ‘Processed_Asin’ column
with an error.

⁠Upload Limits & Scheduling

15. What are the upload limits?

a. Weekly Reports: Max 500 ASINs
b. Monthly Reports: Max 1500 ASINs

16. What happens if the upload exceeds these limits?

The file will be rejected.

17. When are the reports processed?

a. Weekly: Mondays and Thursdays at 11:00 AM UTC
b. Monthly: 3rd and 18th of every month at 11:00 AM UTC

18. What happens if I upload the file late?

Your report won’t run in the present cycle; it will wait until the next scheduled run.

Data Scope & Frequency

19. What data does the report contain?

ASIN-level search metrics include impressions, clicks, add-to-carts, and purchases from Amazon search.

20. Can I track inactive ASINs?

Only ASINs that are active and searchable will return the data.

21. Can the report include historical data?

In version-1, the report supports only incremental (new) data. Historical data support is in the roadmap for later versions.

22. How often should I update the ASIN file?

Recommended monthly or whenever the product catalog changes.

API Rate Limits & Technical Constraints

23. Are there API rate limits?

Yes. Amazon’s APIs enforce strict shared quotas across all report types and marketplaces. The createReport endpoint allows:
i. Burst: 15 concurrent requests
ii. Rate: ~1 request per minute (0.0167/sec)

24. How many reports can be fetched daily?

Roughly 240/day under current implementation due to limits and staggered polling.
The theoretical limit (1,440/day) is unreachable in practice due to shared quotas and delays.

25. Will SQP impact other reports?

Yes, All reports (Sales, Inventory, SQP, etc.) share the same quota pool.

26. Why isn’t createReportSchedule used?

While supported, it has limitations:
i. Shared quotas still apply.
ii. It lacks filtering by source ID.
iii. Cannot reliably assign scheduled reports to specific integrations.

27. Can reports be processed in parallel?

No. Amazon only supports one ASIN per CreateReport request, limiting batch execution.

⁠Error Handling

28. What happens if an ASIN is not found or invalid?

The ASIN will be skipped, and no report will be generated for it.

29. What if the ASIN isn’t sold in the selected country?

No data will be returned, but the job will proceed without errors.

30. Is error logging available?

Yes, Failed ASINs and their error messages are recorded in the Processed_Asin column.

31. Will I be notified of errors?

Yes, you will find them in the Daton UI.

Best Practices & Recommendations

32. How should I select ASINs to upload?

a. Prioritise high-traffic and high-conversion ASINs
b. Avoid inactive or end-of-life products
c. Consider rotating ASINs monthly

33. Why isn’t the ASIN list auto pulled from the Listings API?

Because the Listings API returns all ASINs, not just high-performing ones. With the strict SQP limits, manual selection ensures better targeting.

34. Can automation of ASIN uploads be expected in the future?

Yes, this is on the product roadmap (e.g., API-based input and smarter ASIN suggestions).

Roadmap & Upcoming Enhancements

• Historical data retrieval support

• Increased ASIN upload capacity

• Priority-based processing for high-value ASINs

• Error notifications with actionable messages

• Dynamic use of rate limits for faster processing

• Automated ASIN selection tools

Edge Cases & Exceptions

34. What if I have more ASINs than allowed in the limits?

You should upload only a selected set of high-priority ASINs. You can rotate them periodically.

35. Can the same ASIN be included in multiple jobs?

It is not recommended, as only the first job is likely to be processed & subsequent ones may be skipped or delayed.

Disclaimer: Due to Amazon API constraints, initial versions require manual ASIN uploads and follow tight processing limits. However, upcoming versions will significantly enhance automation, scale, and historical analysis capabilities.