How to Use Your Amazon Search Term Report for Better Visibility

advertising reports sponsored products Nov 17, 2020
reports on amazon

To be successful on Amazon, you need to be visible. With so many products on the marketplace, you need to make it easy for buyers to find your products. 

Which is why knowing what search terms shoppers are use on Amazon is so crucial. Fortunately, Amazon provides sellers with a number of advertising reports, and in particular, one called an Amazon Search Term Report.

This report is the ultimate keyword research tool; it is a source of customer data that identifies the exact keywords shoppers are using to find your products on Amazon.

In this post, we'll define what an Amazon Search Terms Report is, how to download it, how to download and to how to read Amazon Search Term Report and 3 ways you can use it to improve your visibility and win more sales.

What Is An Amazon Sponsored Products Search Term Report?

An Amazon Search Term Report is a report that displays which search terms are being used by customers to find your products including each product’s relative search popularity, click share and conversion share.

You can use this report to identify keywords to optimize your Sponsored Product ads campaigns and your product listings.

How To Download Amazon Search Term Report

You can generate and download an Amazon Search Term report from the Seller Central homepage:

  1. Select Reports in the top navigation bar 
  2. Select Advertising Reports from the dropdown menu and click Create report
  3. Under All Campaigns select Sponsored Products 
  4. Select Search Term for the report type, Daily for the time unit and Last 30 days for the report period
  5. Click Run Report, and you’ll be able to download the report as an Excel file.

To gather enough data for keyword selection, you need a reporting period of at least 7 days because the Amazon A9 algorithm requires 7 days to compile all the data. This is also known as the '7-day sales attribution window'.

This is when Amazon assigns credit for a sale to a specific campaign. In the case of Sponsored Products campaigns, if a shopper clicks on an ad, comes back up to 7 days later, and buys that product, Amazon will attribute the sale to that ad.

Pro Tip: Amazon Search Term Reports only go back as far as 60 days; after that your data disappears! So make it a priority to download and save your data from Seller Central every month. 

How To Analyze Amazon Search Term Report

 An Amazon Search Term Report includes:

  • Keyword targeting
  • Keyword Match Type
  • Customer search term used
  • Sales and conversion rate for that term during a specified period
  • Clicks
  • CTR
  • Impressions
  • CPC
  • Spend

The number one goal of search terms reports is to generate enough data to help you make informed keyword decisions. You want to identify relevant keywords that converted into sales, relevant keywords that didn’t convert, and irrelevant keywords. 

To achieve this, the key metrics to pay attention to are product sales, clicks, CTR, and order numbers.

How To Use Your Search Term Report

There are 3 ways you can use this information to improve the performance of your PPC campaigns and optimize your product listings and for maximum profitability.

1. Optimize Existing Amazon Ad Campaigns

Converting Relevant Keywords

From the report, identify the search terms that have had multiple conversions and generated sales as outlined above. For new Seller Central accounts, we recommend a minimum of 3 sales; more for aged accounts. 

 Start with the best 1 or 2 performing search terms and add them to your broad phrase and exact match campaigns. Monitor your keyword rankings and optimise your campaigns weekly as normal until you reach your target break-even ACoS Rinse and repeat this process for additional target keywords that you wish to rank for.

Non-Converting 'Relevant' Keywords 

If keywords identified through the above process do not continue to attract sales, we recommend pausing the keyword for 7 days to allow for any sales to be attributed whilst we protect the amount spent on research. 

 Then you have two choices: make the keyword active again if sales have been attributed, or archive the keyword as we will have spent as much as we are willing to spend and it has proven to be a non-converting term.

Irrelevant Keywords

You also want to identify and remove any irrelevant keywords that are hurting your campaigns - and wasting your money. 

Negative keywords are the opposite of positive keywords; they prevent ads from appearing for search queries that you have identified as irrelevant. By adding these keywords as negative keywords you immediately eliminate unnecessary ad spend.

 A Quick Word About ASINs

Competitor ASINs in your search term report indicates that your product was shown on the other product's detail page as a Sponsored Ad. There are two ways you can use this data.

 There is a strong relevancy between the ASIN and your advertised product

You can use Product or ASIN Targeting  to target those individual products that are similar to the product in your ad and help shoppers find your product when browsing detail pages and categories, or when searching products on Amazon.

 With 80% of impressions being shown on detail pages, placements on product pages are particularly powerful and can be vast with multiple ad reels each containing potentially hundreds of pages.

There’s no relevancy between the ASIN and your advertised product

If there is little or no relevancy, then it is highly unlikely that your ad won't convert from the ASIN. All it will do is generate the wrong kind of traffic in terms of impressions and clicks. In this case, you can add it as a negative keyword just as you would a regular 'search term'.

You can now add competitor ASINs as Negatives in Auto campaigns to give you even greater control over you ad budget and eliminated wasted ad spend.

 2. Optimize your listings for relevant search terms

Amazon uses keywords to rank your products in the search results so it is important that your top-performing keywords are in your product listing so that your ads are shown to the right audience.

In particular, you want to ensure your most important keyword is at the start of your product title. Your title is one of the first things your audience sees when they find your listing; and it determines if your product is relevant to their needs and whether they should click on your listing.

Make your product offering as compelling as possible by ensuring your supplemental product images, bullet points and product description and/or Enhanced Brand Content (EBC) are engaging and persuasive.

Improving how well your product listing converts will, in turn, improve how well your ads convert. 

3. Optimize Backend Search Terms

Backend search terms are keywords that appear at the “back end” of your listing; shoppers will never see these keywords on your page, but your page will still rank for them.

Backend keywords are crucial to helping your product listings appear in more search results so use the search terms to target in your backend keywords to boost your product's relevance gain more relevant organic traffic ensure your ad will be shown for a particular keyword. 


The Amazon Search Term Report is hands down the best way to find the exact search terms that customers are using to find your products.

You can use this data to optimise your keyword and product targeting to increase relevance and reduce ad spend of your Sponsored ad campaigns and help you achieve your advertising objectives.

You can also use this data to optimize your product listings. SEO optimized product listings will always achieve better advertising results compared to bare-bones listings and further improve relevancy and conversion.

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