Search Term Report (Amazon Search Term Report) - Amazon Glossary

The Search Term Report is one of the most valuable reports in Amazon Ads. While a keyword is what you bid on, a search term is what the customer actually typed. This report connects the two, showing exactly which real queries triggered your ads and how each one performed.

You can download it in Seller Central > Reports > Advertising Reports > Sponsored Products > Search Term Report, or generate it in the Amazon Ads console. It covers up to the last 65 days of data.

What's inside the report

- Customer search term: the exact query the shopper entered (or the ASIN, for product-targeted ads)

- Targeting / keyword: the keyword or target in your campaign that matched the query

- Match type: broad, phrase, or exact

- Performance metrics: impressions, clicks, CTR, spend, CPC, orders, sales, ACoS, and ROAS for each search term

How sellers use it

- Keyword harvesting: move converting search terms from broad or auto campaigns into exact-match manual campaigns with controlled bids

- Negative keywords: add irrelevant or money-losing search terms as negatives to stop paying for clicks that don't convert

- Listing optimization: discover the real language customers use and work it into titles, bullets, and backend keywords

- Bid decisions: raise bids on profitable terms and lower them where ACoS runs too high

Search Term Report vs. Search Query Performance

The Search Term Report only covers ad-attributed traffic. For organic search behavior, brand-registered sellers use the Search Query Performance dashboard and Brand Analytics top search terms. Together, these reports give a full picture of how customers search for and find your products.

See Search Term Report data next to your organic ranks

You don't have to download and merge spreadsheets manually. If you connect your Amazon PPC account to SoldScope, all Search Term Report data appears in Amazon Keyword Rank Tracker in a single view, side by side with your organic keyword rankings. For every search term you instantly see ad spend, clicks, and sales alongside your organic position. This makes it easy to spot keywords where strong ad performance hasn't yet translated into organic rank, and vice versa.

Why it matters for Amazon sellers

PPC budgets are wasted fastest on search terms nobody checks. Reviewing the Search Term Report regularly (weekly for active campaigns) is the core routine behind profitable Amazon advertising: it tells you where sales actually come from, which queries drain budget, and which new keywords deserve their own campaigns.