Amazon Search Term Report: Insight Exploration for 2025.

In 2025, the Amazon Search Term Report is still a valuable tool for sellers. This report breaks down how potential customers are finding and discovering your products as well as how they are interacting with them. The report provides information that you can use to make data-based decisions to increase your sales and ROI. By connecting data to actual search terms, this report allows you to see what is working and what can be improved.

What Is the Amazon Search Term Report?

The Amazon Search Term Report provides detailed data on the exact words customers search for when viewing or purchasing your products. You can find this report within Amazon Seller Central or the Amazon Ads Console, depending on which account you have.

The report includes the following key metrics:

• Search Frequency Rank: The popularity ranking of a search term. A lower rank is better, meaning a search term is searched for more often.
• Impressions: The amount of times Amazon showed your ad for a certain search term.
• Clicks: Number of times shoppers clicked on your ad after they saw it.
• Conversion Rate (CVR): The percentage of the clicks that led to a sale.
• Advertising Cost of Sale (ACoS): The ratio of advertising spend on a product to how much money came in from those sales.
• Sales: How much money was generated from the clicks of your ad.

By reviewing the above metrics, you can identify high performing search terms to target and low-performing search terms to avoid. This optimization will save you on ad spend as well as not wasting valuable listing space in your product.

How to Download the Search Term Report

Downloading the Amazon Search Term Report is simple:

1. Log into your Amazon Seller Central account.
2. Go to Reports → Advertising Reports.
3. Select Sponsored Products or Sponsored Brands under Report Type.
4. Select Search Term Report.
5. Select the date range you want to report on (up to 65 days).
6. Click Run Report, and once the report is ready you can download the CSV file.

Refer to Amazon’s documentation for step-by-step guidance to download search term reports.

Analyzing Your Report to Optimize Your Strategy

Now that you’re all set up with the report, here comes the more interesting part! It’s time to analyze the data and optimize your strategy.

• Identify High Converting Search Terms: Look for high-converting search terms that had high impressions, clicks, and conversions. Add these halfway decent-performing search terms to a manual campaign and embrace them in your product listing as well.
• Identify Underperforming Search Terms: Lots of impressions but no conversions or very high ACoS? If you see terms that have relatively high impressions but either: no conversions or super high ACoS, scrutinize those terms. It may be in your best interest to exclude these search terms from your campaigns altogether using negative keywords and eliminating wasted ad spend.
• Don’t Ignore Long-Tail Search Terms: There is definitely a long-tail conventional wisdom that simply says do not spend time on long-tails. In truth long-tails are slightly more insightful as long-tails are by nature more specific, generally have lower competition, and target a niche audience. Even if the conversion points are lower, it is worth keeping an eye as your ads may soon be targeting a relevant and interested audience.
• Watch for Seasonality Changes: You will want to be vigilant about other seasonality changes that could affect your search trends in the report. You will then want to consider how you want to adjust your campaigns accordingly.

Excel or Google Sheets are powerful filtering, sorting, and analyzing tools. There are also Amazon Bulk Sheets if you’re going to evaluate more campaigns and/or outside information. Third-party tools that integrate within Amazon Ads == more data.

Use Actionable Insights for Informing Your Strategies

Once you’ve conducted the analysis on the report, you will want to apply the insights to more than one area of your Amazon business:

• PPC Campaigns: Move high performing search terms from automatic campaigns to manual campaigns for better strategy and optimization.
• Your Product Listings: Brand your relevant search terms in your product title, bullet points, and description (all visible and yes to backend search terms) to increase organic visibility.
• Bids: Increase bids on high performing keywords to maximize more selling opportunities beyond just your ad placement.
• Negative Keywords: Keep up to date with your negative keywords to continue to be thorough in eliminating irrelevant and/or poor-performing search terms.

If you maintain the constant application of the Search Term Report insights, you will be well on your way to improving visibility, increasing conversion rates and making sure you’re optimizing your ad spend. Learn how you can unlock your next $10M in Amazon sales.

Conclusion

Whether you’re an experienced or new seller, the Amazon Search Term Report provides invaluable insight into the consumer thought process as they search for products on Amazon. Analyzing the report and making modifications to future ad campaigns enables sellers to optimize advertising campaigns and improve their overall Amazon selling strategy.

If you’re struggling to optimize your Amazon Search Term report or improve your campaign strategy, Amify by Cart.com can help. Our expert team will help you unlock the full potential of your Amazon advertising and take your business to the next level. Reach out today to learn how we can support your Amazon success.