What Is an Amazon Search Term Report?
The Amazon Search Term Report is a downloadable spreadsheet from Amazon Advertising that shows the actual customer queries that triggered your Sponsored Products ads, along with the impressions, clicks, spend, and orders each query produced. It is the single most important data source for cleaning up wasted PPC spend and finding new high-converting keywords to scale.
How to Download Your Search Term Report from Amazon
- Sign in to the Amazon Ads console.
- Click Reports → Advertising Reports.
- Choose Sponsored Products and select the Search Term report type.
- Set the date range to the last 30–60 days for a meaningful sample.
- Download the report as .xlsx and upload it above.
How to Use Search Term Data to Improve ACoS
The fastest way to lower ACoS is to stop paying for clicks that never convert. Every search term with meaningful clicks and zero orders is a candidate to add as a negative exact or negative phrasein the campaign that's spending the money. Doing this once a week compounds: the same wasted spend doesn't bleed out of your budget month after month.
On the other side, terms that convert at or below your target ACoS are proven winners. Lift them out of broad/auto campaigns into a dedicated exact matchcampaign so you can set a precise bid, control budget, and avoid cannibalization. Scale candidates — terms that already convert profitably but haven't yet reached your click threshold — usually deserve a small bid increase to gather more data faster.
Repeating this loop (negate losers, harvest winners, scale promising) on a weekly cadence is the foundation of every well-run Amazon PPC account.
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