Search Query Performance and AMC: One Funnel

Search Query Performance and AMC join on one key: the search query plus the reporting week. Search Query Performance (SQP) is an aggregated Brand Analytics report, and Amazon Marketing Cloud (AMC) records your sponsored ads by customer_search_term. So the agent requests SQP, runs AMC's search-term queries for that same week, and joins the two aggregates.

The request came in from a brand manager on a Monday: "Brand Analytics shows what people search for. AMC shows what they did after. Can we join them?" The honest answer starts with what each side can't do. SQP has no shopper-level rows. AMC returns aggregates, and it only sees traffic your ads touched. A join on shoppers was never on the table.

The decision behind the join is whether a query's sponsored clicks add coverage or only buy clicks the search funnel already delivers. That takes many weeks of your own history. Amazon lists the SQP report as request-only, one period per request, so the trend exists only if every week is requested and kept. Amazon Agent Flow lands each week's SQP report in your private lake, so the join reads the account's own trend, not one request.

SQP counts the search funnel for a query; AMC counts only your sponsored ads on it

SQP and AMC answer different questions about the same search query. SQP describes the whole search results page for a query. AMC describes what happened to the shoppers your sponsored ads reached on a search term. Amazon Agent Atlas holds Amazon's documentation for both, so the agent requests the exact sources below.

The SQP report is GET_BRAND_ANALYTICS_SEARCH_QUERY_PERFORMANCE_REPORT. The Selling Partner MCP requests it with Reports_createReport and reads it back with Reports_getReport and Reports_getReportDocument. Amazon lists it as request-only, in JSON, for WEEK, MONTH or QUARTER periods, and a request cannot span two periods.

Each SQP row carries searchQueryVolume, the query's total impressions, clicks, cart adds and purchases, and your ASIN's share of each stage. Nothing in the schema splits sponsored from organic, and nothing holds ad spend. The Search Query Performance vs. Search Terms guide covers those fields and the two other search reports that share the name.

Amazon's instructional AMC queries return the ad side of the funnel by search term

AMC's half of the join comes straight from Amazon's playbook Use case: How to query sponsored ads keywords. The first query counts ad traffic by keyword and the search term the shopper typed:

/* Instructional Query: Traffic by keyword and search term */
SELECT
  targeting AS keyword,
  customer_search_term,
  match_type,
  campaign,
  ad_product_type,
  SUM(impressions) AS impressions,
  SUM(clicks) AS clicks
FROM
  sponsored_ads_traffic
WHERE
  match_type IN ('PHRASE', 'BROAD', 'EXACT')
GROUP BY
  1,
  2,
  3,
  4,
  5

The second counts what those ad-attributed shoppers did next, by the same keys:

/* Instructional Query: Attributed conversions by keyword and search term */
SELECT
  targeting AS keyword,
  customer_search_term,
  match_type,
  campaign,
  ad_product_type,
  SUM(total_detail_page_view) AS total_dpv,
  SUM(total_purchases) AS total_purchases
FROM
  amazon_attributed_events_by_traffic_time
WHERE
  match_type IN ('PHRASE', 'BROAD', 'EXACT')
GROUP BY
  1,
  2,
  3,
  4,
  5

The Amazon Ads MCP runs both with AMCWorkflow_createWorkflowExecution, setting timeWindowType to EXPLICIT with timeWindowStart and timeWindowEnd on the SQP week. AMCWorkflow_getWorkflowExecutionDownloadUrls returns the result files. The Amazon Marketing Cloud Skill reads the matching playbook before it writes or adapts any SQL.

Both queries keep only PHRASE, BROAD and EXACT match types. Automatic and product-targeted ad traffic is left out, so a query SQP shows as busy can have no AMC row at all.

The join key is the search query and the reporting week, never a shopper

The join key is the query text and the week, because neither source exposes anything finer. SQP rows are per query and ASIN, so a multi-ASIN request repeats each query's totals on every ASIN row. The agent first collapses SQP to one row per query and week, keeping the ASIN shares in their own table. Otherwise an AMC total joined to each ASIN row is counted once per ASIN.

Before matching, the agent normalizes both sides to lower case with single spaces, then sums AMC's campaign rows per search term.

Reading the joined row is your team's call, not Amazon's. Dividing your AMC ad clicks by SQP's total query clicks is a ratio you compute yourself, a rough view of how much of the query's click volume your ads collected. SQP counts every click on the results page, sponsored or organic, so the ratio stays an indicator rather than an attribution.

The join runs in your own lake, or inside AMC with SQP uploaded

The join can run in two places, and the documented Kuudo route is outside AMC. Amazon Agent Flow, the Amazon Agent Data layer, keeps the weekly SQP history in your private lake, where Snowflake, Athena, DuckDB or Databricks can read it. The agent pulls each AMC run's result files from the download URLs and joins them against the matching SQP week.

The other route brings SQP into AMC. AMC's advertiser data upload supports two dataset types:

• FACT datasets need a TIMESTAMP or DATE column, and queries evaluate only the rows inside the query's time range. A weekly SQP table fits here.
• DIMENSION datasets hold static tables with no event time. Each upload fully replaces the last, and AMC always reads the most recent file.

The upload itself runs through AMC's advertiser data upload API. Kuudo's documented MCP tools don't include it, so this guide's workflow keeps the join outside AMC.

What happens next: schedule the weekly SQP and AMC pulls

The agent schedules both sides on the same week. Agent Flow runs the SQP request for your brand's ASINs through the Selling Partner MCP, and AMCWorkflow_createSchedule repeats both AMC queries through the Amazon Ads MCP. Each week, the agent joins the new AMC results to that week's SQP query totals, one row per query.

No published Kuudo Skill joins SQP to AMC, so the join is one the agent runs on request, or a Skill your team writes. The SQP ASIN N-gram Skill ranks the SQP gaps worth joining first.

Next: what ad-touched shoppers did before they bought, across Amazon DSP (demand-side platform) and sponsored ads, in Map AMC Paths Across DSP and Sponsored Ads.