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Use the Amazon Search Term Report

What Is The Amazon Search Term Report?

The Amazon Search Term Report is a report that displays which search terms are being used by customers to find your products.

The report includes raw keyword data that can be attributed to specific ASINS if your report is segmented correctly.

This 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


How To Download The Amazon Search Term Report

You can generate and download an Amazon Search Term from within Seller Central.

From the Seller Central Homepage:

  1. Select Reportsfrom the top navigation bar
  2. Select Advertising Reportsfrom the dropdown menu

  1. Select campaignreporttype, and period(longer than 7 days is optimal)
  2. Select Create report

  1. Downloadyour search term report from the right column.


How to Use the Amazon Search Term Report

We recommend that advertisers utilize the Search Term Report as their main source of keyword harvesting to amplify your Amazon keyword research.

Third-party keyword services can definitely bring value to your campaigns, but should only be used as a complementary tool to Sponsored Products data.

Amazon Search Term Report data enables Sellers to:

  • Verify which keywords are converting
  • Harvest additional keywords
  • Optimize their content and keyword targeting strategy

Here are some tips for getting the most out of your Search Term Report.

1、Harvest Effective Keywords For Manual Campaigns

It’s suggested to run the search term report after a minimum of 7 days (depending on how much traffic you’re experiencing).

The goal is to obtain enough data to make an educated keyword selection.

At a minimum, we do suggest running the report for at least the 7 day period — one month is even better.

Once you’ve gathered enough data, it’s time to select your keywords to build out in your manual campaigns.

When you analyze your Search Term Report in Sponsored Products, you want to look at the raw data and filter it through an excel sheet.

The report will include a variety of metrics (per SKU if you segmented your report as mentioned above).

“You want to pull in search term data from your auto campaigns, preferably from a lookback of one month or longer. Use the search term/ASIN data to create manual campaigns using the most up-to-date keyword data. This is what we refer to as data hygiene.”

2、Segment Your Catalog For Improved Keyword Attribution

In the past, the Amazon Search Term Report indicated the exact product SKU associated with that search term, which was extremely valuable data for advertisers.

Unfortunately, Amazon no longer identifies which product is associated with the search term.

For example, although sellers can still see in the report that the term “mascara” is converting well – Amazon no longer identifies which SKU it is associated with, leaving many advertisers in the dark.

We recommend building your campaign structure with only 1 SKU per ad group.

“In an ideal world, you want to break up your campaign to include one SKU per ad group,” explains Cooley.

“For example, if you have a catalog of a 1,000 SKUs, you should have a 1,000 ad groups.”

By implementing this strategy, sellers are once again able to attribute the success of the term  (example: “mascara”) directly to the SKU purchased or clicked on.