Amazon Search Term Report: How You Can Analyze Your Store’s Performance

by Tomer

November 8, 2021

Do you know what keywords are the best to be targeting for your products in your Amazon store? While there is no single answer, Amazon Search Term reports can help.

The quality of keywords in product listings is just as important as the quality of your products. You can have the best products and A+ Content on the platform, but if buyers can’t find them, then how will you get sales?

In this blog post,  we will talk about what Amazon Search Term reports are, what sellers can analyze with these reports, and how they can use them to make better decisions for their Amazon business.

Let’s get started!

What Are Amazon Search Term Reports?

An Amazon Search Term Report is a list of the keywords that people have searched when they found your products in search results. This means you’ll know exactly what keywords potential customers are typing into Amazon’s website. 

Sellers use keywords in their product listings to help them rank higher for search terms. Amazon keywords are words and phrases that buyers type into the Amazon search bar. When a customer searches for something on Amazon, the results that appear are ordered by Most Relevant or Best-Selling Products.

The reports are often analyzed by sellers who run PPC for their Amazon stores. PPC on Amazon’s platform is pay-per-click advertising through their Amazon Advertising internal platform.

Sellers use PPC on Amazon as a tool to drive more sales and improve organic rankings. The main idea of the Amazon Search Term report is to identify search terms that are either helping or hurting your PPC campaign. 

What Kind of Information is Available in an Amazon Search Term Report?

  • Keyword Targeting
  • Keyword Match Type
  • Customer Search Term that was used
  • Sales and conversion rate for that term during a specified period
  • Clicks
  • Click-Thru Rate (CTR)
  • Impressions (The number of times ads were displayed)
  • Cost Per Click (CPC)
  • Spend

These reports give sellers insight into the Amazon marketplace and how it responds to their products.

How Can I Download an Amazon Search Term Report?

amazon search term report

Open up the Amazon Advertising, then :

1. Click Measurement & Reporting on the lefthand toolbar

2. Click on Reports

3. Click the yellow Create report button.

4. Choose the Report Category, Report Type, Time Unit, and Report Period.

5. You can also name the report, have it delivered through an email, and when the report should be delivered.

6. Click on the yellow Run report button.

7. After a few moments, refresh the page. Download your Search Term Report by clicking on the button available on the right column.

What Can I Do With the Search Term Report?

amazon search term report

The reason why Amazon Search Term Reports are so helpful for sellers is because it is not always easy to know what Amazon customers are thinking of when they are looking for a certain product. Some people use a different vocabulary for search terms of the same meaning.

For example, if people are searching for “tennis shoes”, but your product is only optimized for “sneakers” keywords, you could be missing out on a large number of potential buyers. These buyers would then only see results from your competitors, which is a wasted opportunity, especially if your product is of higher quality!

Search volume for keywords change from time to time, and there are online tools that can help you learn what the highly targeted keywords are at a given time.  

Here are the valuable ways to grow your business through the information provided by Amazon Search Term Reports:

Adding Negatives

One of the most important tasks for Amazon sellers who run PPC ads is to add negative keywords to their Amazon campaigns. This means that irrelevant keywords (also known as “negatives”) that are searched by users on Amazon will not target your products. You can also add negative ASINs to the campaigns.

Adding negatives is a way to eliminate wasteful ad spending so that you will only be generating product visibility where it is relevant.

Converting Relevant Keywords

In your Search Term Report, you will be able to identify the search terms that have brought multiple conversions and sales to your Amazon store. 

The conversion rate is the percentage of clicks on Amazon ads that convert into actual sales. This shows you how many people purchase your products directly from your ad that they clicked on.

You can insert these optimized terms into Sponsored Products and Sponsored Brands ad targeting across your campaigns for even greater visibility. It’s also recommended to insert them as keywords into your broad phrase and exact match campaigns.  

This will help your ads rank higher on Amazon’s search pages because if the data in the reports tell you that many people are searching for those search terms, it makes sense that adding them into your campaigns will generate clicks.

Inserting keywords in front end and back end of listings

All that is visible to the public in a product listing while browsing on Amazon is the front end. This is where everyone can see the product title, images, product description, and more.

It is important that top performing keywords are included at the start of the product’s title, because this is what buyers will most likely be searching for. Keywords are also often included in product descriptions, but it’s more important to add them in the product title.

The back end of your listing is located on the product’s information page on Seller Central. This means that it is only visible to the seller and is not publicly accessible to customers. There is a tab called ‘Keywords’ where you can insert appropriate Search Terms that will not appear in the front end of your listing.

This way, you can add a lot more keywords that wouldn’t fit in the product title. Even though these Search Terms won’t be visible in the product title, bullet points, and description, the product listing will still appear in relevant search results. This is also helpful in gaining organic traffic.

We recommend searching for sellers and observing the competition’s product listings to have an idea of what keywords work well for them in their ranking.

In Conclusion

One thing that new entrepreneurs underestimate as part of growing their business is tasks like analyzing Amazon Search Term Reports. We hope you have more awareness now of the true value that can come from taking consistent action in analyzing reports then optimizing campaigns and listings.

Staying on top of these reports is part of maintaining a successful business, especially on Amazon where keywords can make or break the visibility of your Amazon listings.

For more tips and tricks on Amazon selling, read the Sourcing Monster blog!

About the author

This is Tomer, and I have created Sourcing Monster to share how I started my Amazon FBA business, and how I keep learning and growing. I will share tips proven methods that I USE currently in my Amazon FBA business so you can get value and growth hopefully for your business too! Feel free to comment or share any feedback down below!

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