How do you calculate Amazon SQP indices?

Divide your rate at each funnel stage by the market's rate at the same stage on the same query, using raw counts. CTR index is your clicks per impression over the market's clicks per impression. Cart-add index is your cart adds per click over the market's. Purchase index is your purchases per cart add over the market's. Above 1.0 beats the market; below about 0.85 is the action threshold.

What does a low CTR index with a high purchase index mean?

It is the signature of a product whose page converts the people who reach it and whose tile is being skipped. The instinct is to redesign the main image. Check the price gap against the query's purchase median first — if your price is a large multiple of it, the tile is being skipped because the price is being read, and no image fixes that.

SQP four-index calculator

Paste the raw counts for one query or query family. This computes impression share and the three funnel indices, applies the significance floors, names the stage that is failing, and tells you whether the family clears the spend gate.

Fact-checked 22 August 2026·Runs in your browser·Nothing is sent or stored·By Hymie Zebede

Use raw counts, never the percentage columns

The percentage columns in the SQP export are normalised to total query volume, not to your funnel. Reading them as conversion rates produces a diagnosis that is inverted rather than merely imprecise, and then a quarter gets spent fixing the wrong layer. The full method →

One query or query family

Market totals for this query

ImpressionsClicksCart addsPurchases

Your ASIN or brand

ImpressionsClicksCart addsPurchases

Impression share

—

findability

CTR index

—

the tile

Cart-add index

—

the page

Purchase index

—

the offer

Enter your counts and the market totals.Use raw counts from the Search Query Performance export.

How the indices are built

Each index is your rate at one funnel stage divided by the market's rate at the same stage on the same query. Above 1.0 you beat the market there. Below roughly 0.85 is the action threshold. The value of the construction is that it localises the failure to one surface.

Index	Computed as	Localises the failure to
Impression share	your impressions ÷ total impressions	Findability — retrieval eligibility and rank depth
CTR index	(your clicks ÷ your impressions) ÷ (market clicks ÷ market impressions)	The tile — main image, price on tile, title, badge, rating
Cart-add index	(your cart adds ÷ your clicks) ÷ (market cart adds ÷ market clicks)	The page — copy, images, A+, reviews, answered objections
Purchase index	(your purchases ÷ your cart adds) ÷ (market purchases ÷ market cart adds)	The offer — price, delivery promise, stock, checkout friction

The significance floors

Ratios computed on small denominators are noise wearing the clothes of a finding. The calculator refuses to report an index below its floor rather than showing you a number you should not act on.

≥ 2,500 impressions

Before reading a CTR index on a single query. Below the floor, roll the query into its family and read the family.

≥ 100 clicks

Before reading a cart-add or purchase index. Acting on a single below-floor query is the most common analytical error in this discipline.

3 periods

Before calling anything a trend. One month is a data point.

Split before you read

Aggregate SQP hides the business. Before computing anything, split branded from generic, constraint-modified from commodity, and price-normal from price-mismatched. Destination traffic behaves nothing like discovery traffic, and leaving branded queries in the aggregate makes a broken generic funnel look healthy. The splits in full →

One query is a diagnosis. A catalogue is a job.

Running this across every hero ASIN every week, with the listing and advertising work attached to whatever it finds, is what an agency is for. Start with the free teardown.

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