How do I use an Amazon search term report?
Use an Amazon search term report by reviewing the actual shopper queries that triggered your ads, then sorting them into actions: promote profitable terms, reduce bids on inefficient traffic, add irrelevant queries as negatives, and leave low-data terms running until the evidence is reliable. Open the advertising reports area in Amazon Ads or Seller Central, select the Sponsored Products search term report, choose the marketplace and date range, then generate the file. A 30-day range is often useful for an established account, while a newly launched or high-traffic campaign may be reviewed over a shorter period. Allow for Amazon's attribution delay before judging the most recent days. Open the report in a spreadsheet and keep the fields for campaign, ad group, targeting, customer search term, match type, impressions, clicks, spend, orders, sales, CPC, click-through rate, conversion rate, and ACoS. Add your target ACoS or break-even ACoS so every decision is connected to product economics. Start with relevance, then assess the numbers. A query that clearly describes another product can be a negative candidate even before it reaches a large spend threshold. For relevant terms, compare clicks and orders to the listing's normal conversion rate. High-spend queries with no orders deserve attention, while profitable queries with repeated orders may be ready for exact-match promotion. Do not judge ACoS without enough data. One order can make a low-volume term look exceptional, and a few clicks without a sale do not prove failure. Compare each term's spend with the profit available from one order. If a query has spent beyond the amount you can afford to acquire a customer and has no sales, a bid reduction or negative keyword becomes easier to justify. Promote proven search terms into exact-match campaigns with dedicated bids. Add the promoted query as a negative exact term in its discovery campaign if you use query isolation. Add clearly irrelevant searches as negative exact or negative phrase terms, choosing phrase only when the whole search pattern should be blocked. Lower bids on relevant but inefficient terms, raise bids cautiously where profitable terms need more visibility, and keep uncertain terms in a monitoring list. Save the original report and record each change date. Review the next complete data window against that baseline instead of making repeated daily adjustments.
Use an Amazon search term report to find profitable queries, wasted spend, and keyword opportunities. Follow a practical review process.