If youโre running Sponsored Products campaigns and managing product listings on Amazon, understanding how buyers actually discover your products is critical.
The Amazon Search Term Report is one of the most powerful tools at your disposal. It helps identify high-converting queries, eliminate wasted ad spend, and optimize your campaigns and listings for better performance โ both paid and organic.
In this guide, weโll cover:
- What the report is and why itโs important
- How to access and interpret the data
- Strategies to harvest keywords and optimize campaigns
- Advanced tips for staying ahead of trends and competition
What the Search Term Report Is โ And Why It Matters for Both PPC and Organic Ranking
On the Amazon marketplace search, shoppers enter queries in the search bar โ and what you assume theyโre searching for is often different from what they actually search.
The Amazon Search Term Report bridges that gap by providing visibility into real customer behavior.
Hereโs what it reveals:
- The exact search queries shoppers used that led to clicks on your ads.
- Which queries resulted in actual purchases.
- How much each query cost you, and how much revenue it generated.
By analyzing these Amazon search terms, you can:
- Harvest profitable keywords to add to manual campaigns and product listings.
- Identify and negate underperforming or irrelevant search terms to save budget.
- Adjust bids and budgets based on real-world performance.
Whether your goal is to improve click-through rate (CTR), conversion rate, or advertising cost of sales (ACoS), the Search Term Report provides the data you need.
How to Access & Download
Getting the report is straightforward, but knowing the options available can help you automate the process and avoid data loss.
Exact Navigation Steps in Seller Central
Follow these steps to download the report:
1. Log into your Seller Central account.
2. Navigate to Reports โ Advertising Reports in the main menu.
3. Under Report Type, select Sponsored Products โ Search Term Report
4. Choose your desired time frame. (Note: you can pull data for up to 65 days at a time.)
5. Click Run Report, then download the file once itโs ready.
Scheduling Recurring Exports
To save time and ensure you never miss data:
- In the same interface, set up recurring reports to be delivered to your email.
- Because the look-back window is limited to 65 days, schedule downloads at least monthly to preserve historical data.
Key Metrics & Features Explained
Understanding the metrics in the report is crucial to making informed decisions.
Search Frequency Rank
- Indicates the popularity of a search term on Amazon.
- A lower number means the term is more frequently searched.
- Helps you spot competitive high-volume terms versus more specific, long-tail opportunities.
- You can filter results by marketplace and category for more targeted insights.
Top 3 Clicked ASINs
- Shows which products received the most clicks for a specific search term.
- Provides Click Share and Sales Share percentages for each ASIN.
- Formulas:
> Click Share = (Clicks on ASIN รท Total Clicks for term) ร 100
> Sales Share = (Sales of ASIN รท Total Sales for term) ร 100
- Helps you understand how your product stacks up against competitors for specific queries.
Other Key Metrics
Bonus Read: Amazon Seller Metrics to Track in 2025
Analysis & Keyword Harvesting
Once you have the data, the next step is to analyze and extract actionable insights.
Filtering for Profitable vs. Unprofitable Terms
- Highlight search terms with high conversion rates and low ACoS โ these are your most profitable keywords to promote.
- Identify terms that spend significantly without generating conversions โ add these as negative keywords to stop wasting budget.
Long-Tail & Seasonal Term Mining
- Go beyond obvious, high-volume keywords and look for specific, lower-volume queries.
- Long-tail and seasonal terms tend to have less competition, lower CPCs, and often convert better because they reflect higher intent.
Tools to Use for Analysis
- Use Excel Pivot Tables to rank and compare search terms by performance metrics.
- Apply text filters or group similar terms to uncover patterns and emerging trends quickly.
Optimization Strategies
Insights from the report can directly fuel your PPC campaigns and improve your organic discoverability. Some Amazon search term optimization strategies are:
PPC Tactics
- Transfer high-performing search terms from Automatic Campaigns to Manual Campaigns for more control and better bidding.
- Add low-performing or irrelevant terms as negative keywords to eliminate wasted spend.
- Adjust bids strategically:
> Increase bids for terms where your product dominates sales share.
> Decrease bids where click share is high but sales share is low โ signaling wasted clicks.
Listing & Backend SEO
- Incorporate high-value keywords into your Amazon SEO, such as product titles, bullet points, descriptions, and backend search term fields.
- Ensure keywords fit naturally into copy to maintain readability and compliance with Amazon guidelines.
- Avoid keyword stuffing, which can hurt your ranking and customer experience.
Listing Optimization & Backend Keywords
To maximize organic reach, optimize your product content:
- Use harvested high-converting search terms throughout your product detail page while keeping the language customer-friendly.
- Update the backend search terms field with relevant, non-redundant keywords within the ~250-byte limit.
- Avoid repeating keywords already present in your titles or bullets, as Amazonโs algorithm already indexes those.
Tips on Emerging Trend Tracking & Long-Tail Focus
To stay competitive and responsive to customer behavior:
- Monitor reports regularly to detect emerging trends โ new keywords can appear monthly or seasonally.
- Prioritize long-tail and niche terms, which often reflect high intent and have less competition.
- Watch for seasonal trends (e.g., gift-related queries during Q4 or specific events) and adjust your campaigns and listings accordingly.
Start Mining Profitable Search Data with SalesDuo
The Amazon Search Term Report is more than just a data file โ itโs your roadmap to better visibility, smarter spending, and higher sales.
By routinely analyzing, filtering, and applying the insights you uncover, you can:
- Eliminate unprofitable search terms and save on wasted ad spend.
- Harvest high-performing keywords to fuel your campaigns and listings.
- Optimize campaigns and product content to improve visibility, engagement, and ROI.
Start mining profitable search data today and make your next Sponsored Products campaign your most successful yet. Book your 1:1 growth call with us today!
Frequently Asked Questions
About the Author
Badal Tharayil is an Amazon advertising professional, expertly turning first impressions into lasting partnerships. Known for proactive communication and flawless onboarding, heโs the bridge between client satisfaction and operational excellence. Outside work, Badal loves exploring cinema, expressing himself on the dance floor, and staying energized through fitness pursuits.
