Amazon search term report review for Sponsored Products
An Amazon search term report shows the searches and product contexts that generated reported Sponsored Products clicks. Use it to separate relevant discovery from irrelevant spend, then choose negative keywords or negative product targets according to what the row represents.
Read the search terms report with its targeting context
Open Sponsored Products reporting in the Amazon Ads console and select the search term report for the period you want to review. Keep the campaign, ad group, targeting and match type fields alongside the customer search term. Include impressions, clicks, spend, orders and attributed sales where the report provides them.
The targeting field explains what made the ad eligible. The customer search term field describes the shopper query or product context associated with the reported click. They are not interchangeable. A broad keyword can produce several shopper queries, and an automatic campaign can expose both textual searches and ASIN-based product contexts.
| Report element | What it tells you | Review question |
|---|---|---|
| Customer search term | Reported query or product context | Does it fit the advertised product? |
| Targeting and match type | Source of eligibility | Is discovery intentional here? |
| Clicks and spend | Paid traffic in the reporting period | Is the cost worth investigating? |
| Orders and sales | Attributed conversion evidence | Has reporting had time to mature? |
| Campaign and ad group | Destination of the traffic | Where should a restriction apply? |
The report covers the data Amazon makes available, rather than every impression or every shopper journey. Check attribution timing before deciding that recent spend has no associated orders.
Separate discovery from controlled keyword targeting
Automatic Sponsored Products campaigns use Amazon's targeting to discover relevant searches and product placements. Review close match, loose match, substitutes and complements in their actual campaign context. A product placement that is useful for one item can be a poor fit for another variation or price point.
Manual campaigns give you explicit keyword or product targeting. They still need search-term review because a chosen keyword and the customer's query are different objects. Broad and phrase positive targeting can reach searches outside the wording you originally entered.
Judge relevance against the advertised product's attributes, compatibility and use case. Running shoes for a different sport can be wrong even when the query shares words with the listing. The Amazon PPC software page explains how the ongoing review fits seller and agency workflows.
Use negative exact or negative phrase for shopper searches
Sponsored Products supports negative exact and negative phrase for keyword exclusions. Negative exact focuses on the matching shopper search without extra words. Negative phrase reaches searches containing the phrase in order, including surrounding words. Amazon's negative matching can include close variations, so check Amazon's behavior rather than assuming Google's literal matching rules apply.
For a seller offering new running shoes, used running shoes can identify irrelevant secondhand intent. Exact is more contained when only that query is clearly unwanted. Phrase is appropriate when the phrase itself stays irrelevant across longer searches. A broad exclusion is not a Sponsored Products negative keyword option.
Choose campaign or ad group scope where supported and review the products within that scope. A negative phrase for leather can remove valid traffic if some advertised products use leather. The negative keywords examples guide helps frame exclusions around the offer instead of a generic blacklist.
Handle unwanted ASIN contexts as product exclusions
An ASIN identifies an Amazon product. When a report row represents an unwanted product context, the appropriate control is negative product targeting, rather than a negative keyword made from the ASIN's characters. Sponsored Products supports negative product targeting for eligible automatic and manual product-targeting configurations.
Inspect the product behind the ASIN before excluding it. Check compatibility, category, size and the relationship to your advertised item. A competing product is not automatically junk, and a complementary item is not automatically useful. The decision depends on the product and the campaign's purpose.
Keep keyword exclusions and negative product targets separate in review and export. Their entity types and supported destinations differ. NegativeKeywords checks recommendations against active products and converting queries in the reviewed data, helping prevent an exclusion from removing a route that already produces relevant orders.
Harvest converting terms while keeping irrelevant traffic separate
Harvesting means taking a relevant search that produces orders and considering it for deliberate manual targeting. Review the search across campaigns, check the advertised item and decide whether a dedicated keyword or product target fits your bidding structure. A converting search should not enter an irrelevant-intent queue simply because it originated in an automatic campaign.
Negating junk is a different task. Wrong accessories, unsupported materials and unrelated product uses can justify exclusions when the report and listing support that conclusion. A recent lack of orders alone is weaker evidence, particularly before attributed conversions have settled.
Moving a term into a manual campaign does not require an immediate negative in its original discovery campaign. Traffic routing is a separate account decision. NegativeKeywords protects converting queries in its recommendations and concentrates on irrelevant intent. It does not treat every harvested winner as something to block elsewhere.
Turn Amazon report evidence into supported exclusions
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NegativeKeywords sweeps Sponsored Products search-term reports daily on Growth, every 6 hours on Agency and hourly on Enterprise. It classifies irrelevant intent, supplies a reason for every flagged query and recommends a supported exclusion type and destination. Review proposals in an approval queue or use autopilot rules you set.
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Conflict checks protect active keywords, products and converting queries in the reviewed data. Every added negative has an audit log entry and one-click undo. Email and Slack alerts surface new expensive junk queries so the team can review them between routine reports.
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The product exports an Amazon bulk sheet. Check the current Amazon template, entity types, campaign and ad group identifiers, negative match types and ASIN destinations before uploading. Preview the upload, inspect errors and confirm accepted changes in the console. The PPC automation workflow explains the review controls behind the export.
Amazon Ads is included on Growth and above
Growth costs 149 USD per month, or 74 USD per month billed yearly at 888 USD. It includes Google Ads, Microsoft Advertising and Amazon Ads, 5 connected ad accounts and up to 75 000 USD in monthly ad spend. Shared lists across accounts are managed using each network's supported controls, rather than assuming Amazon has Google's native shared lists.
Agency costs 499 USD per month, or 249 USD per month billed yearly at 2 988 USD. It includes 50 ad accounts, up to 500 000 USD in monthly ad spend, 15 seats with roles and white-label reports. Enterprise provides unlimited accounts and covered spend for 999 USD per month, or 499 USD per month billed yearly. Starter covers Google Ads only. Compare PPC software plans before selecting coverage.
Review Amazon search terms with your own offer in view
Paste a CSV or TSV with search term, clicks, cost and conversions into the home demo, describe what you sell and select Amazon Ads. Or choose the Amazon seller dataset. Analysis runs in your browser, the report is never stored and no card is required. The first 8 negatives are visible on the analysis page, with the rest unlocked after account creation. Inspect the reasons before choosing ongoing Sponsored Products monitoring.