Analyze Your Amazon Search Term Report
Upload your Sponsored Products Search Term Report, analyze your campaign, spot wasted ad spend, and harvest winning keywords, all in your browser.
Drop your Search Term Report here
Upload your Sponsored Products Search Term Report CSV
| Search Term | Wasted $ | ACoS | Clicks | Orders |
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| Search Term | Orders | Clicks | CVR | ACoS |
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| Search Term | Orders | Clicks | ACoS | Suggested Bid |
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How to Use the Amazon Search Term Report Analyzer
Before you start, it helps to know what the Amazon Search Term Report actually is. This is a downloadable file from Amazon Ads that shows the exact customer search terms that triggered your ads, how many clicks each term received, how much you spent, and whether those clicks led to orders. This is a very useful report since you can use it to spot wasted ad spend, discover new keywords, and generally optimize your ad campaigns.
The Analyzer is super simple to use. Just click the “Choose File” button or drop your Search Term Report into the upload area to get started. Alternatively, if you want to see how the tool works, you can click “Try Sample Data” to get a feel for how everything works
Once you’ve uploaded your report, your next step is to adjust the settings. I like to start with a Target ACoS of 30, a Minimum Clicks threshold of 10 to 20, and a small Minimum Spend filter of $ 10 to $ 25. If you want to filter out specific brand terms, you can add your brand and common misspellings to the Brand words box so the tool tags them. You’ll find all of the settings options at the top of the Poor-Performing Keywords section.
At this point, you are ready to review your results. Start with Poor-Performing Keywords to find the search terms that are currently losing you money. This section is ranked by impact, with the poorest performing terms located at the top of the list. Use the copy button to grab the complete list so you can quickly add them to your negative keywords, or download the CSV file if you prefer.
Next, check the Winning Keywords section to find your highest performing search terms. These are keywords that either match or are lower than the target ACoS you input earlier. If there are any brand words included, they will be highlighted in blue and include the “Brand” tag
Finally, check out the Coverage and Cannibalization tab to spot profitable terms that you may want to consider adding as exact match keywords. This section also points out where non-exact traffic is cannibalizing the Exact match version of the keyword. For those, add a negative exact in the ad group to focus your ad spend on your best-performing search terms.
If you want to see the complete list of keywords that fit into any section, and more details for each keyword, you can click the “View All” button located in the top right corner of each section.
How to download the Amazon Ads Search Term Report
To use this tool, you’ll need to have a CSV file of your Amazon Ads Search Term Report. To download your report, you’ll need to log in to your Amazon Ads dashboard and find the Measurement and Reporting tab on the left side of your screen.
From here, find Sponsored Ads Reports and click Create Report. Next, you’ll want to choose Sponsored Products as the report category and select Search Term as the report type. For the report period, make sure to choose a date range that will give you a meaningful amount of information to work with. I recommend using either 30 or 60 days as a baseline.
Once you’ve entered all of the details, you can generate the report and download the CSV once it’s ready.
If you work in Seller Central instead of the ads console, you can also reach it under Reports, Advertising Reports, then create a new report and select Search term under Sponsored Products.
How to Interpret Your Results
Once you’ve uploaded your Search Term Report and input your settings, the analyzer breaks things down into three different widgets: poor performers, winners, and coverage & cannibalization. Each one points you toward specific actions you can take right away.
Poor-Performing Keywords
This section highlights keywords that are spending your budget without generating sales. They might have dozens of clicks and no orders, or they may have orders, but convert at an ACoS that’s way above the target you set.
You should look through this section and remove any keywords that are wasting your budget. Sort through the list and look for any keywords that are irrelevant to your product and add them as negatives. If the keyword is relevant but still not converting, look at your listing. In my experience, bad reviews, poor product images, or a weaker price point are often the real problem.
Winning Keywords
These are the keywords that already bring in sales at or below your Target ACoS. The next step is to “promote” them into Exact match campaigns so you can control your bids and budget more directly. I usually raise bids slowly on these terms to capture more volume without overspending. The analyzer shows you conversion rate, orders, ACoS, and even suggests a bid, so you don’t have to guess where to start.
Coverage & Cannibalization
This widget looks at your highest performing search terms and checks whether they are set up correctly in your campaign. The goal is to make sure your best search terms are covered with Exact match keywords and that traffic isn’t leaking back into Auto, Broad, or Phrase match, where you have less control. I understand it might seem confusing at first, so here’s how to read the results:
If you see a row labeled “Missing Exact”, it means that a search term is performing but does not yet exist as an Exact keyword in your campaign. For example, if the widget shows “Bluetooth fast charging, Missing Exact · Broad 100%”, that tells you this term drove sales, but all of those sales came from Broad targeting. We recommend setting an exact match keyword for that term in a dedicated ad group. This lets you set a precise bid and budget.
If you see a row labeled “Cannibalization”, it means you already have an exact keyword for the term, but most clicks are still going through a looser match type. For example, “waterproof earbuds, Cannibalization · Exact 21.5% • Phrase 78.5%” means that although an exact match keyword exists, nearly 80% of the clicks are still happening with the phrase match version. In this case, you’ll want to restructure your campaign to force traffic to flow to your Exact keyword, where you can control your ad spend more directly.
For each keyword mentioned in this section, the widget will also include a suggested bid. This number is based on what you’ve already paid in the auction. The tool looks at all of your historical CPCs for that term and recommends a bid around the higher end (roughly the 75th percentile). This isn’t an exact science, but it should give you an idea of where you can start your bidding.
Frequently Asked Questions (FAQs)
How do I download the Amazon Sponsored Products Search Term Report?
Open the Amazon Ads console, go to Measurement & Reporting → Sponsored Ads reports → Create report. Choose Sponsored Products, then Search term report, pick a CSV format and a 30–60 day date range, generate, and download. In some accounts this lives under Reports → Advertising reports with the same options.
What’s the difference between a keyword and a search term in Amazon Ads?
A keyword is what you bid on, set by you in targeting. A search term is the shopper’s actual query that triggered your ad. Amazon matches search terms to your keywords and attributes performance back to both the term and its target. The Search Term Report lists those shopper queries with metrics.
How many clicks should I wait before calling a search term poor-performing?
There is no universal rule, but a common working threshold is 10 or more clicks before judging a term, then weigh orders and ACoS. For higher-priced items or low CVR categories, use more clicks to reduce noise. Our analyzer lets you set Min Clicks to fit your margin and volume.
What is a good ACoS and how should I set Target ACoS?
Amazon states there is no single “good” ACoS because margins and goals vary. Many sellers target somewhere between 15% and 35% as a working band, then tune by product economics. I set Target ACoS near break-even for profit mode and higher during launches or ranking pushes.
How do I add negative keywords in Amazon Ads?
In Campaign manager, open the campaign and ad group, choose Negative targeting, then add Negative phrase or Negative exact entries and save. Negative exact blocks that precise query, while negative phrase blocks queries containing the phrase. Use negatives to stop waste and to funnel traffic to Exact.
Additional Tools for Amazon Sellers
If you’re still new to the world of Amazon, we have a bunch of free tools and guides I recommend checking out.
- Amazon Product Image Checker: A free tool to quickly test if your product images meet Amazon’s requirements and best practices. Just upload your image and view your results.
- Amazon PPC Calculator: If you need help planning or optimizing your ad campaigns, our free tool can help. Input your product details and target ACoS to determine target ROAS, CPC, estimated profit margins, and more.
- Sponsored Products on Amazon: How to Set Up Ads That Sell: Learn the ins and outs of creating Sponsored Product campaigns. This guide walks you through tips, tricks, and the steps it takes to launch a profitable ad campaign in 2025.
- Amazon Listing Optimization in 2025: A Complete Guide: Increasing your product pages can take your ad campaigns to the next level. Our guide teaches you how to optimize your title, bullet points, and images to boost your conversion rates and make more sales.
- Free Amazon FBA Profit Calculator: Still searching for a product to sell? Our free calculator will let you quickly determine estimated profits, margins, Amazon fees and more in less than a minute. Based on the most up-to-date data from Amazon.
- What Is Amazon PPC? The Beginner’s Guide: If you’re still brand new to Amazon advertising this is where to start. Our guide will teach you the different ad types, how the ad auction works, and how to launch your first ad campaign.
