SQP + PPC Merged Dashboard
Discover hidden performance gaps by merging Search Query Performance with your Sponsored Products reports.
What This Tool Does
Merges your Amazon Search Query Performance (SQP) report with your Sponsored Products Search Term (Beta) report to reveal which words and phrases are driving organic vs paid sales side-by-side.
- ASIN Filtering: Automatically extracts ASIN from SQP and filters PPC report to match.
- Organic Insights: See search query volume and market conversion % per keyword.
- Ad Performance: Direct comparison with Sales, ACOS, CPC and P&L from your ads.
- Gap Analysis: Instantly detects high-volume keywords where you have no ad presence.
How To Use
- Download SQP Report:
Seller Central → Brand Analytics → Search Query Performance. Export as .csv or .xlsx (Weekly/Monthly).
- Download SP Beta Report:
Amazon Ads → Reporting (Beta) → Sponsored Products → Search Term Report. Select same date range as SQP report.
- Ensure Columns:
• SQP must have: Search Query
• PPC must have: Search Term, Advertised Product ID (ASIN), Spend, Sales
- Upload & Merge:
Upload both files below. The tool matches them on keyword using a left join.
- Analyze:
Sort by Search Query Volume. Scroll down to see Missing Opportunities — keywords with volume but 0 ad spend.
Upload Reports
Select both reports from the same date range for accurate keyword matching
Upload SQP Files (Multiple Allowed)
Drag & drop or click to browse
Select 4-8 weeks of SQP reports for best trend data.Upload SP Beta Report
Drag & drop or click to browse
.csv or .xlsx · Same date range as SQPSee paid and organic performance for every keyword
Amazon gives you two halves of the keyword picture in two separate reports. Search Query Performance shows the whole market — total impressions, clicks, and purchases per query, and your brand's share. The Sponsored Products search term report shows what your ads did. Neither alone tells you whether a keyword is a paid problem, an organic problem, or an untapped opportunity — you need both, side by side.
This dashboard merges the two reports on the keyword and shows them together: market demand next to your paid performance next to your share. That's when the real decisions become obvious — where you're overpaying for terms you'd rank organically anyway, and where high market demand meets zero brand presence.
How It Works
- 1
Export both reports
Get your Search Query Performance report (Brand Analytics → Search Query Performance) and your Sponsored Products search term report from Amazon Ads.
- 2
Upload them together
Drop both files in. The tool matches them on the keyword and builds a merged table — all processing happens locally in your browser.
- 3
Read the Keyword Intelligence Center
Each keyword shows market volume, your paid metrics, and your share of impressions and purchases in one row, so paid-vs-organic gaps are immediately visible.
- 4
Reallocate with confidence
Cut paid spend on terms you already own organically, push paid on high-demand terms where you're invisible, and prioritize by where the merged picture shows the biggest gap.
When To Use This Tool
Stop paying for organic wins
Terms where you hold strong organic share but still spend heavily on ads are the classic place to recover budget without losing sales.
Find high-demand blind spots
Big market volume with near-zero brand impressions means demand you capture through neither ads nor organic — your clearest growth target.
Judge PPC by market context
A keyword's paid ACOS means more when you can see the total market size and your share beside it, not in isolation.
Prioritize the biggest gaps
The merged view ranks where paid and organic reality diverge most, so you fix the highest-impact mismatches first.
Frequently Asked Questions
Because they answer different questions and only together tell you what to do. SQP shows market size and your total share; the PPC report shows what your ads cost and returned. A keyword with high paid spend but high organic purchase share is wasted budget. A keyword with high market volume and zero brand share is missed opportunity. You can't see either pattern from one report alone.
It usually means you're paying for clicks you'd win organically anyway — a candidate to reduce bids and let organic carry more of the traffic. The caveat: on some competitive terms, defensive ad presence protects rank and blocks competitors, so review before cutting. The merged view gives you the data to judge case by case.
The SQP Dashboard analyzes market share data on its own — great for finding where you're under-indexed in the market. This merged tool adds your actual paid performance on top, so you can act on the paid-vs-organic tradeoff, not just see market gaps. Use the SQP Dashboard for market strategy and this one for budget allocation.
Yes — for the merge to be meaningful, align the two reports to the same period. SQP updates weekly, so match your PPC search term report window to the same weeks for an accurate side-by-side comparison.
Yes — free, no login required, and both files are parsed entirely in your browser without being uploaded anywhere. One of 20+ free Amazon PPC tools by Ads Acceleration.
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