This episode explores the updated Search Query Performance (SQP) report within Amazon Seller Central, focusing on its accessibility via Amazon's API and its implications for Amazon PPC strategy. Against the backdrop of previous limitations where SQP reports were not accessible via API, requiring manual download of individual reports, Amazon's recent API update now allows access to SQP reports, which AdLabs has integrated. More significantly, the hosts detail how the new AdLabs feature addresses the cumbersome process of downloading ASIN reports individually, which is necessary because the Amazon API does not provide brand-level core metrics. The hosts emphasize the importance of analyzing year-over-year changes using the SQP data, particularly for Q1 performance, and highlight key metrics such as search query volume, click-through rate, and conversion rate. For instance, the discussion reveals how total purchase rate helps identify high-intent keywords, and how conversion rate trends correlate with events like Prime Day and Black Friday. The hosts also discuss the strategic advantage of grouping ASINs to assess market share and the impact of advertising spend, illustrating how this data-driven approach informs PPC strategies and helps understand market dynamics.
