Full Video Walk-Through
The Market Share and Funnel Report is built on Amazon's Search Query Performance (SQP) data + PPC data + our internal tools. It has two pages: Market Share and Funnel Analysis. Data is available by week and by ASIN, aggregated to the parent and brand level.
Watch the video above or read an article below to learn what each page is built for.
Market Share Page
This page answers the question: for the keywords your customers are searching, what share of impressions, clicks, add-to-carts, and purchases is your brand capturing?
Filters
At the top of the page you can filter by search query using contains, equals, or exclude logic, with OR and AND operators.
For example, for search query contains filter:
- "vitamin" AND "D3" shows only keywords that include both words
- "vitamin" OR "D3" shows only keywords that include one of the words
- "!vitamin" - shows everything except vitamin-related keywords.
This lets you isolate specific keyword segments: a product category, an ingredient, a use case, and see your market share only within that segment. This logic works across all MRP reports.
You can also filter by parent or child ASIN. Clicking a child ASIN filters the entire page to that product only. If multiple products target the same keywords, this lets you compare their performance separately.
The Chart
The main chart shows week-by-week performance. The purple bar is the total search volume for the keywords in your filter. The orange lines are your brand's impression share, click share, add-to-cart share, and the green line is purchase share over time. The week ending date is shown on the x-axis.
SQP Sub-tabs
Below the chart, the keyword-level data is broken into several views:
SQP by Week: The top 500 keywords shown week by week. Columns include search volume, impressions (market and brand), clicks, add-to-carts, purchases, PPC spend on that search term, ACoS, average market price versus your brand's average price, and a funnel score comparing your CTR and conversion rate against the market.
Sorted by clicks, which is the most reliable metric. Add-to-cart and purchase data uses an attribution window that can undercount results, especially for large variation families.
SQP by Keyword: The same data, but with all weeks aggregated into a single row per keyword. Useful for seeing overall market share across a date range without the week-by-week breakdown.
SQP by Parent/Child: Shows market share broken down by keyword and parent/child ASIN rather than just by keyword. Useful when you have multiple products competing for the same keywords. You can see which parent is capturing more of the market share and whether your PPC spend is going toward your best-performing product.
Compare: Shows the current period versus the previous period side by side. This is the audit view. It highlights which keywords saw your brand's clicks or impression share decline, and whether that decline tracks with a market-level change or is specific to your brand. PPC spend is also shown here, since ad spend directly affects impression and click share. If your click share dropped 35% but the market only shrank 7%, that's a brand-level issue to investigate.
All SQP: The complete raw SQP dataset in a single table. It's separated into its own tab because of the data volume.
Funnel Analysis Page
This page focuses on how your brand converts compared to the market at each step of the purchase funnel: impressions to clicks (CTR), clicks to add-to-cart, add-to-cart to purchases, and overall conversion rate.
The purpose is to identify at which step of the funnel your brand is underperforming versus market averages — and therefore where to focus optimization. A low CTR points to a listing content issue (main image, title). A low add-to-cart rate can point to price, content, or trust signals. A low cards-to-purchases rate may indicate checkout friction or review issues.
Funnel Score
The Funnel Score is a single custom metric that combines CTR, add-to-cart rate, cards-to-purchases, and conversion rate into a 0-10 scale. A score of 5 means you're performing exactly at market average. Above 5 means you're outperforming the market. Below 5 means you're underperforming. The score is shown in green when above average and red when below.
This lets you scan across keywords and spot where your funnel breaks down without having to read four separate columns per row.
Important: Exclude Branded Keywords When Analyzing Content
Branded search terms produce artificially high CTR and conversion rates because those shoppers are already familiar with your brand and have higher purchase intent. If you're using this report to measure the effect of a content change (new main image, A+ content, listing copy), exclude your brand name from the keyword filter first. Otherwise your branded traffic will skew the results and mask the actual impact of the change.
Price Context
The SQP tables show your average price versus market average price side by side. Add-to-cart rate and conversion rate are directly influenced by relative price — if your price is significantly higher than the market average for a keyword, a lower-than-average add-to-cart rate may be expected rather than a sign of a content problem. Always check your price position before drawing conclusions from funnel metrics.