How to Analyze Amazon Search Term Report For Better Results
- Sravanthi Munagapati
- Jul 16
- 6 min read
Updated: Jul 24
Optimizing listings and ad campaigns should be a key part of your Amazon selling journey.
And, Amazon search term report data clearly tells you how shoppers are actually discovering (or not discovering) your products.
In this guide, you'll discover how to extract actionable insights from your Amazon search term data and transform underperforming campaigns into profit-generating machines. More importantly, I'll show you an easier way to find insights in just a few seconds.
Here's a quick peek into our topic.
What is the Amazon Search Term Report?
In case you aren't aware, Amazon Search Term Report gives you a detailed breakdown of the actual customer searches when you run ads.
For instance, you might bid on broad keywords like "wireless headphones," customers are searching for specific terms like "wireless headphones for running" or "Bluetooth headphones noise cancelling."
In short, this report reveals the gap between what you think customers are searching for and what they're typing into Amazon's search bar. It contains crucial data, including:
Search Terms: The exact phrases customers used
Impressions: How many times has your ad appeared for each search
Clicks: How many people clicked on your ad
Spend: How much you paid for each search term
Orders: How many purchases resulted from each search term
Sales: Revenue generated from each search term
One of the best advantages of Amazon Advertising reports is that you can leverage the data to tailor your campaigns according to your business goals. Within these reports, the Amazon search terms report is your best option to find the exact terms that your buyers use to search for products.
Understanding this data is your first step to profitable keywords and, thereby, campaigns. You can see which search terms are driving sales and which ones are just draining your budget.
How to Download the Amazon Search Term Report
It’s straightforward. Here's how to download the report:
Step 1: Go to Amazon Advertising Console
Log in to your Amazon Seller Central account and navigate to the "Advertising" tab. From there, click on "Measurement and Reporting,” and you'll find "Sponsored ads reports.”
Step 2: Select Your Campaign Type
Choose "Sponsored Products" from the campaign types (this is the most common ad type and where you'll find the most actionable data). Once you're in the Sponsored Products section, look for the "Reports" option in the main navigation.
Step 3: Generate Search Term Report
In the Reports, select "Search Term Report" from the available report types. Set your date range - we recommend analyzing 30-60 days of data for meaningful insights. Choose your preferred format and click "Run Report."
The system will generate your report, which typically takes a few seconds to minutes. Once ready, download the file to your computer.
How to Analyze Amazon Search Term Report
Here's where you might have to spend a lot of time manually sorting through hundreds or thousands of search terms. This approach is not only time-consuming but also prone to missing valuable insights.
Besides:
You might be overwhelmed with a lot of data
It's easy to miss important keyword patterns buried in the data despite spending a lot of time
To make it simple, let's take SellerMate's Free Search Term N-Gram Analyzer to analyze your search term data by breaking it down into patterns called N-grams.
Here's what N-gram analysis means:
1-gram: Individual words (like "wireless" or "headphones")
2-gram: Two-word combinations (like "wireless headphones")
3-gram: Three-word combinations (like "wireless bluetooth headphones")
This systematic breakdown reveals patterns that are impossible to spot manually. The tool automatically groups related search terms and shows you which word combinations are driving the most conversions or sales.
Let's analyze the report now.
Simply upload your downloaded search term report to the tool.
The search term analyzer instantly processes your data and identifies keyword patterns.
Instead of rows of numbers, you get clean charts and frequency maps.
The tool highlights exactly what needs your attention.
Alternatively, you can watch the video to understand how to use Amazon Search term analyzer to boost your sales.
You'll see which search terms are performing well and which ones are wasting your ad spend in just a few seconds.
What to Do After You Review the Search Term Data
Once you’ve run your data through the N-Gram Analyzer, here’s how to turn insights into action:
1. Add Negative Keywords
Look for search terms that are draining budget but not converting — typically those with high clicks and zero orders, or a high ACoS with little to no sales. Add these as negative keywords to prevent wasted spend.
2. Isolate High-Converting Phrases
Identify N-grams with strong ROAS or low ACoS. These are your top quiet performers. Pull them into exact match campaigns with focused budgets and tighter control.
3. Improve Your Product Listings
Look for recurring search phrases that your customers use — they may not align with your current product language.
Use those winning terms in:
Titles (if editable)
Bullet Points
Backend Keywords
This boosts both ad relevance and organic rankings.
4. Reassess Branded Spend
If branded keywords are eating up your budget without delivering strong ROI, re-evaluate your brand defense strategy or reduce bids.
Most successful Amazon sellers analyze their search term data regularly, ideally every two to three weeks. This consistent PPC optimization helps you stay ahead of changing customer search behaviors and maximize your Amazon advertising ROI.
Additional Tips to Use Amazon Search Term Report
1. Discover Cross-ASIN Opportunities
If you run ads for multiple ASINs:
Look at search terms converting across multiple products.
These might signal demand for a bundle, a new variation, or a hero product.
You can consolidate spend and push a single top-converting ASIN more aggressively.
2. Find Terms That Trigger Irrelevant Clicks
Some search terms may look okay on paper but attract the wrong audience.
For example, “wireless speakers” might convert well for one SKU but bounce users on another with fewer reviews or weaker listing.
Track ASIN vs. term relevance, and exclude poorly matched terms by product.
3. Segment by Match Type for Strategy Tuning
When reviewing the report:
Compare exact vs phrase vs. broad term performance.
You’ll often find phrases/broad terms bringing in off-intent terms, even if conversions are happening.
This insight helps refine your match-type bidding strategy and improve CTR/ACoS balance.
4. Track Language Shifts Over Time
Export and compare reports month-over-month.
Track if buyers are switching terms (e.g., from “kids vitamins” to “gummy vitamins for kids”).
This helps you stay ahead in listing optimization and SEO for seasonal trends.
5. Uncover Competitor Targeting Gaps
Look for brand or competitor names that appear in your report.
If they’re converting → use them in competitor-targeting campaigns.
If they’re wasting budget → add them as negatives to tighten your targeting.
6. Custom Tagging Framework (Optional but saves time)
If you’re using tools like SellerMate.AI or even manual Excel/Sheets:
Create tags based on campaign goals (e.g., launch, defense, margin).
Tag search terms by intent type: branded, generic, competitor, new launches, etc.
This allows faster bulk optimizations and builds a repeatable keyword framework.
Common FAQs on Amazon Search Term Reports
Q1. Can I segment my Search Term Report by product category?
Ans- Yes, you can segment your Search Term Report by product category if you sell multiple types of products. This helps you analyze how different product categories are performing and adjust your advertising strategy accordingly.
Q2. What should I do with high-volume search terms that aren’t converting?
Ans- If a high-volume search term is generating many clicks but not converting, it’s best to add it as a negative keyword. This will help avoid spending on irrelevant traffic and improve the overall efficiency of your campaigns.
Q3. How can I use the Search Term Report for keyword expansion?
Ans- The Search Term Report can highlight successful keywords that are driving traffic and sales. You can use these terms to expand your keyword list, create new campaigns, or further refine existing ad groups.
Q4. What should I do if my Search Term Report shows a high ACoS but low sales?
Ans- A high ACoS with low sales suggests that your ads are not effectively converting clicks into purchases. Consider revising your bidding strategy, adjusting product listings, or focusing on more targeted keywords to improve conversion rates and reduce costs.
To sum things up!
Analyzing your Amazon Search Term Report doesn't have to be a tedious spreadsheet exercise. Start by downloading your latest search term report and running it through the analyzer. You'll be surprised at what insights have been hiding in your data all along.
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