Step 1 of a relaunch needs one table: **every keyword in your niche, with the keyword's own averages beside your performance on it.**

**No single Amazon report contains that.** It has to be assembled from five, and the assembly is most of the work.

**Here is what each source contributes, and why the sheet needs all of them.**

[Watch the walkthrough](https://kb.trackiq.com/kb-assets/kbvideo-kwsheet-explainer-2c2f2283.mp4)

*Prefer to watch? One hundred and sixty-two seconds on why SQP is the irreplaceable source, what the other four contribute, and what the assembled comparison lets you decide.*

## **Pick the ASIN first**

**Work on one child ASIN, not the parent.**

**If the product has variations, take the child with the most sales in the last 30 days** — parent-level data blends variants whose keywords may differ, and blurs exactly the comparison you are building.

## **Source 1: Search Query Performance — the keyword's averages**

**Brand Analytics → Search Analytics → Search Query Performance → ASIN view.**

**Enter the ASIN, set the range to the previous month, and generate the download.**

**This is the most important source**, because it gives you what nothing else does: **the average conversion rate and click-through rate for each keyword**, across all sellers.

**Without that average, "my conversion rate is 12%" means nothing.** With it, you know whether 12% is exceptional or poor for that term — see [**Understanding Search Query Performance**](https://kb.trackiq.com/hc/knowledge-base/articles/understanding-search-query-performance).

## **Source 2: organic rank — where you currently sit**

**For each keyword, your current organic position.**

**This tells you which keywords are worth pushing** — a term where you already rank 4th has less headroom than one where you rank 30th with strong conversion. See [**Reading Organic and Sponsored Rank**](https://kb.trackiq.com/hc/knowledge-base/articles/organic-vs-sponsored-rank).

## **Source 3: the search term report — your advertising performance**

**Reports → Advertising Reports → Create report.**

**Sponsored Products, report type Search Term, the longest period allowed.**

**This gives you your own conversion and click-through per search term** — the numbers you compare against SQP's averages.

**One formatting note:** currency symbols in the export prevent the columns being read as numbers. Find and replace them out before working with the sheet.

## **Source 4: the advertised product report**

**Same place, report type changed to Advertised Product.**

**This attributes performance at the ASIN level rather than the search term level**, which is how you separate a keyword problem from a product problem.

## **Source 5: Business Reports — sessions and conversion**

**Sessions and unit session percentage, for overall context.**

**Useful as a sanity check.** If your listing-level conversion is weak everywhere, no individual keyword is going to carry the relaunch — that is a listing problem first. See [**Understanding Business Reports**](https://kb.trackiq.com/hc/knowledge-base/articles/understanding-business-reports).

## **What the assembled sheet lets you do**

**Per keyword, side by side:**

**The keyword's average conversion rate and CTR.**

**Your conversion rate and CTR.**

**Your organic rank.**

**Search volume.**

**Then the step 1 gate becomes readable:** which keywords do you beat the average on, and how much headroom is there — see [**Why the Relaunch Process Is Gated**](https://kb.trackiq.com/hc/knowledge-base/articles/why-the-relaunch-process-is-gated).

**That comparison is the entire purpose of the exercise.** Everything else in the sheet is supporting context.

![Your metrics against the keyword's own averages](/kb-assets/shot-b25-sq-view-7ba90b.png)

**This is the clearest case in the whole training of assembly costing more than analysis** — five exports, one sheet, per product, going stale within weeks. See [**Understanding Search Query Performance**](https://kb.trackiq.com/hc/knowledge-base/articles/understanding-search-query-performance) and [**Keyword Research from Search Query Performance**](https://kb.trackiq.com/hc/knowledge-base/articles/keyword-research-from-sqp). When the comparison is already there, step 1 of a relaunch is a decision rather than a project — which is what makes running relaunches continuously realistic rather than aspirational.

## **Then group**

**With the comparison in front of you, define the keyword groups** — see [**Grouping and Prioritising Keywords**](https://kb.trackiq.com/hc/knowledge-base/articles/grouping-and-prioritising-keywords).

**And note that the sheet is per product.** Each relaunch candidate needs its own, which is why the assembly cost matters so much at portfolio scale — see [**The Long-Term Ranking Plan**](https://kb.trackiq.com/hc/knowledge-base/articles/the-long-term-ranking-plan).

## **Common mistakes**

**Using the parent ASIN**, and blending variants with different keyword profiles.

**Pulling SQP for the wrong date range**, so your data and the averages cover different periods.

**Leaving currency symbols in the search term export**, and getting text instead of numbers.

**Skipping organic rank**, and pushing keywords with no headroom.

**Reading your conversion rate without the keyword average** — the number alone tells you nothing.

**Building it once** and relaunching against it three months later.

## **Related**

- [**Keyword Research from Search Query Performance**](https://kb.trackiq.com/hc/knowledge-base/articles/keyword-research-from-sqp) — what to do with the assembled sheet.
- [**Why the Relaunch Process Is Gated**](https://kb.trackiq.com/hc/knowledge-base/articles/why-the-relaunch-process-is-gated) — the gate this sheet exists to answer.
- [**Grouping and Prioritising Keywords**](https://kb.trackiq.com/hc/knowledge-base/articles/grouping-and-prioritising-keywords) — the step that follows.