How to analyze an Amazon search term report

Running Amazon ads without analyzing performance data is like driving blind. One of the most valuable tools for optimizing your ad campaigns is the Amazon search term report. It reveals exactly what customers are searching for and which of those searches are driving clicks and sales.

Here’s what you need to know about the search term report, how to read it, and how to use it to sharpen your Amazon ad strategy.

What is the Amazon search term report?

The Amazon ads search term report shows the actual customer search queries that triggered your ads. Unlike keywords you bid on, search terms are the real words buyers type into Amazon’s search bar.

This report includes data like:

• Search term text
• Match type (broad, phrase, exact, etc.)
• Impressions
• Clicks
• Conversions
• Advertising cost of sales (ACoS)
• Spend and sales

By connecting your keywords to customer search behavior, the search term report helps identify which terms are working—and which are wasting money.

How to read the Amazon search term report

When you open the search term report, focus on a few key areas:

1. High-converting search terms
   These are queries that drive strong sales and efficient ACoS. Add them as exact match keywords to maximize performance.
2. Low-performing or irrelevant search terms
   If a search term is driving clicks without conversions, add it as a negative keyword to reduce wasted spend.
3. Emerging trends
   Look for new customer search terms you hadn’t considered. These can guide product development or new ad campaigns.
4. Keyword-to-search term alignment
   Check whether your broad or phrase keywords are pulling in unexpected search terms—sometimes this reveals hidden opportunities.

How to analyze the Amazon search term report

Here’s a step-by-step approach:

1. Filter by conversions: Identify search terms that generated sales. Keep investing in these.
2. Review spend vs. sales: Watch for high spend but low or no sales—prime candidates for negative keywords.
3. Group by themes: Cluster similar search terms to refine campaigns or build new ad groups.
4. Check match types: See which targeting types bring in profitable search terms and adjust bids accordingly.
5. Track trends over time: Customer language shifts. Compare reports monthly to spot new opportunities.

How Amify helps brands maximize Amazon ads

Analyzing the Amazon search term report is critical, but it takes time and expertise. At Amify, our Amazon advertising specialists manage this process end-to-end for brands.

We help by:

• Continuously mining reports to uncover profitable keywords
• Building negative keyword lists to reduce wasted spend
• Adjusting bids and match types to maximize efficiency
• Aligning ad strategy with overall brand goals
• Using search data to inform broader catalog and content optimization

With Amify, brands don’t just manage reports—they turn insights into sustained Amazon growth.

Final thoughts

If you’re running Amazon ads, the search term report is one of the most powerful tools in your toolkit. Knowing how to read and analyze Amazon search term reports lets you reduce wasted spend, improve targeting, and grow sales faster.

Don’t leave performance on the table. Partner with Amify to put your data to work and scale smarter.