The search time period report in your Amazon vendor dashboard is loaded with uncooked, unfiltered perception straight from actual customers. And if you understand how to put it to use, you possibly can flip these insights into conversions.
Most sellers might obtain the report, look at it, then transfer on. Nonetheless, deep into these spreadsheets are the precise phrases customers use when trying to find merchandise. These bits of data are gold and might be the key sauce to campaigns that work.
What are Search Phrases?
Amazon search phrases are the precise phrases or phrases customers sort into the Amazon search bar when in search of a product.They characterize real-time buyer intent, making them unfiltered and sometimes stunning.
Not like the key phrases you goal in your adverts, search phrases are what your prospects are literally utilizing to search out your listings.
Right here’s a fast experiment you are able to do: begin typing any product-related time period on Amazon search, and also you’ll see autocomplete solutions. These are based mostly on:
- Common latest search phrases
- Continuously searched mixtures
- Excessive-converting long-tail queries
Let’s say you’re bidding on the key phrase “wi-fi earbuds.” A consumer may sort “Bluetooth headphones for gymnasium” into the search bar. In case your advert reveals up and will get clicked, “Bluetooth headphones for gymnasium” turns into the search time period captured in your search time period report, despite the fact that it doesn’t precisely match the key phrase you set.
So, what’s a search time period instance?
Listed below are a number of sensible ones:
- Key phrase: “trainers” → Search Time period: “greatest sneakers for marathon coaching”
- Key phrase: “desk lamp” → Search Time period: “minimalist desk lamp with desk clip”
These insights kind the premise of search phrases optimization, providing you with the flexibility to detect patterns in buyer habits and make smarter marketing campaign selections.
Knowledge tells us that greater than six in ten customers within the U.S. begin their product search on Amazon, greater than those that start their hunt utilizing engines like google.
These numbers solely underscore how essential it’s to guarantee that your merchandise are seen on Amazon. Doing so means optimizing for Amazon search phrases to get decrease advert spend, enhance conversions, and enhance your product’s natural rating.
What’s a Search Time period Report?
A search time period report is a downloadable doc present in Amazon experiences that reveals you precisely which buyer search queries triggered your adverts and how these queries carried out.
Consider it as a direct line to actual Amazon search knowledge, which may take out the guesswork in your campaigns. The report gives key insights for these managing Sponsored campaigns, together with:
- The search phrases prospects used
- The key phrases or ASINs you focused that matched
- The match sort (broad, phrase, precise)
- Efficiency knowledge like impressions, clicks, CTR, advert spend, conversions, and ACoS
What makes the search time period report so invaluable is that it bridges the hole between your technique and your buyer’s intent. It doesn’t simply present how your adverts are performing, however it tells you why they’re performing that manner.
How the Amazon Search Time period Report Works
The search time period report works by capturing the precise phrases Amazon customers sort after they work together along with your Sponsored adverts.
Right here’s the way it works:
- It begins when somebody searches for a product on Amazon.
- If that phrase matches considered one of your marketing campaign key phrases (based mostly in your match sort), your advert turns into eligible to seem.
- If the consumer clicks your advert, Amazon logs that search time period and data metrics like impressions, clicks, and gross sales.
- This knowledge is compiled into your Amazon Search Phrases report for obtain.
The report organizes every entry round three core parts:
- Search Time period (what the consumer typed)
- Matched Key phrase or Goal (what you bid on)
- Efficiency Metrics (impressions, clicks, conversions, ACoS, and so on.)
The report isn’t only a log of what occurred. It’s a roadmap for what to repair, what to scale, and what to cease focusing on altogether. In brief, for those who’re spending on Amazon adverts and never reviewing your search time period report frequently, you’re working at the hours of darkness.
Learn how to Entry the Amazon Search Time period Report
You possibly can retrieve the search time period report in Vendor Central by following these steps:
- Log in to your Amazon Vendor Central account.
- Within the prime menu, hover over “Stories” and click on on “Promoting Stories.”
- Beneath Report Sort, select both Sponsored Merchandise or Sponsored Manufacturers (relying on what you’re working).
- Then, choose “Search Time period” as the particular report sort.
- Select your date vary—you possibly can return as much as 60 days for Sponsored Merchandise and 90 days for Sponsored Manufacturers.
- Click on “Create Report.” As soon as it’s prepared, obtain the file (often a CSV format).
- Open the report in Excel or Google Sheets for evaluation.
We advocate setting a recurring reminder to obtain your search time period report each week. Patterns change quick, and lacking a pattern for even a number of days may value you gross sales.
Learn how to Analyze Your Amazon Search Time period Report
The facility of the search time period report isn’t simply in what it reveals, however in what you do with it. Right here’s how you can break it down and use the insights to energy your campaigns:
Kind by Gross sales and ACoS
Start by pinpointing the search phrases that generate the best gross sales.. Then take a look at their ACoS to see how environment friendly they’re.
- Low ACoS, excessive gross sales = scale these phrases
- Excessive ACoS, low or no gross sales = contemplate reducing bids
The purpose is to guard your finances whereas maximizing return, and analyzing ACoS alongside gross sales is without doubt one of the handiest methods to do this.
- Greatest Observe. Earlier than pausing or eliminating them completely, verify the match sort and relevance of search phrases. If it’s a broad match, attempt switching to phrase or precise match to tighten focusing on. You can too add really irrelevant phrases (e.g., unrelated product classes) to your damaging key phrase checklist to keep away from future waste.
Spot Irrelevant or Wasted Phrases
Not each click on is an effective click on. Some Amazon search phrases could also be driving site visitors with out conversions, particularly if you’re utilizing broad or phrase match sorts.
Let’s say you promote high-end wi-fi earbuds, however your advert reveals up for “low cost wired headphones.” Even when the consumer clicks, that’s probably a wasted spend. The product doesn’t match the intent, and your ACoS will replicate that.
That is the place damaging key phrase optimization is available in.
Knowledge reveals that 62% of advertisers say they plan so as to add extra damaging key phrases to enhance marketing campaign outcomes. Much more telling, 13% admit they should evaluation their damaging key phrases extra usually.
- Greatest Observe. Determine phrases with excessive spend and 0 conversions and add these you wish to block within the Adverse Key phrases part in Marketing campaign Supervisor. Begin with phrase match negatives to cowl broad variations like “low cost,” “free,” “refurbished,” and so on.
Discover New Key phrases for Focusing on
Your search time period report may also be a goldmine for uncovering long-tail key phrases that may rework your campaigns. Lengthy-tail key phrases are longer, extra particular phrases that customers use after they’re nearer to creating a purchase order.
Let’s say you’re bidding on the key phrase “trainers.” That’s broad, aggressive, and sure costly. However your search time period report may reveal that customers are clicking and changing on queries like:
- “greatest path sneakers for rocky terrain”
- “light-weight trainers for flat ft”
- “waterproof marathon coaching sneakers”
They’re precise phrases prospects typed in, and so they offer you perception into what issues they’re making an attempt to unravel or options they care about.
- Greatest Observe. For deeper evaluation and strategic implementation, contemplate working with Amazon specialists like AMZ Advisers. They concentrate on optimizing ecommerce companies based mostly on reside knowledge, from advertising campaigns to boosting gross sales, they might help you make smarter promoting selections.
Use Knowledge to Alter Bids Strategically
In line with latest knowledge, the common CPC throughout roughly 1,000 Amazon marketplaces has steadily elevated from slightly below $0.95 in This autumn 2024 to over $1.10 by Might 2025. That won’t sound drastic, however over lots of or 1000’s of clicks, these few cents add up quick.
As CPC continues to climb, every unqualified click on turns into dearer. Meaning each key phrase, bid, and marketing campaign must work more durable and smarter.
- Greatest Observe. Some classes, like electronics or dietary supplements, have extra aggressive bidding environments. If you happen to’re in a high-CPC area of interest, your margin for error is thinner, so bid selections have to be much more exact.
The Backside Line
Your search time period report is without doubt one of the most sincere instruments in your Amazon technique stack. It doesn’t depend on assumptions or algorithms. It offers you direct entry to how customers are discovering your merchandise, in their very own phrases.
From trimming wasted spend to uncovering long-tail gold and bidding smarter in a rising CPC atmosphere, this report connects your adverts to buyer intent, all with out guessing what your viewers desires.
Creator
Carla Bauto Deña is a journalist and content material author producing tales for conventional and digital media. She believes in empowering small companies with the assistance of modern options, similar to ecommerce, digital advertising, and knowledge analytics.