Search term impression share is the percentage of sponsored impressions on a specific shopper search term that went to your ad, as reported in Amazon's search term impression share report. Unlike a keyword, a search term is what the shopper actually typed, so the metric shows exactly which phrases you dominate and which ones competitors are taking from you.
The search term impression share report lists every search term your ads showed for, with two extra columns beside the usual clicks and sales: search term impression share and search term impression rank. Share is your impressions divided by all sponsored impressions Amazon served for that exact term. Rank is where you stood among advertisers on it. A share of 30% at rank 3 means two advertisers appeared more often than you.
Worked example: the search term copper water bottle 1 litre generated 15,000 sponsored impressions last week. Your ad appeared in 4,500 of them, so share is 4,500 / 15,000 x 100 = 30%. At a 0.8% click-through rate that is 36 clicks; at ₹9 a click, ₹324 of spend. If those clicks produced 4 orders at ₹899, ACoS is ₹324 / ₹3,596 = 9%, well below most break-evens, which says the term can take a higher bid.
The report is available for Sponsored Products and Sponsored Brands in the Amazon Ads console under sponsored ads reports, with a top-of-search variant that counts only impressions in the top slots.
A keyword in your campaign is the target you bid on; a search term is the phrase a shopper typed that matched it. One broad keyword can match hundreds of search terms, and your share on each can be wildly different. Keyword-level impressions hide this. The search term report shows that you own 80% of copper bottle for gym and only 5% of copper bottle 1 litre, and that difference is where the next bid change should go.
This is also why the report pairs well with harvesting: a search term with a low share, good ACoS and plenty of impressions is a candidate for its own exact match keyword with a bid set for that term alone.
Shorter windows are noisy; longer ones hide changes after a bid edit.
These are terms with real demand where you are a minority presence.
Only profitable terms deserve more share. Raise the bid on their keyword or add them as exact keywords.
You are winning a term that does not pay. Lower the bid or add the term as a negative in that campaign.
Share that falls while rank holds usually means budget ran out, not that you were outbid.
The general metric and why it beats raw impression counts.
Learn more →Why a keyword and a search term are not the same thing.
Learn more →Sort every search term into scale, fix or stop, across all campaigns at once.
Learn more →Filter every keyword and target by ACoS, CVR and spend, then change bids in bulk on Amazon India.
Learn more →It is the percentage of sponsored impressions on a single shopper search term that your ad received. It is reported per search term in Amazon's search term impression share report.
A report in the Amazon Ads console, under sponsored ads reports, that lists search terms with impression share and impression rank alongside clicks, spend and sales. It exists for Sponsored Products and Sponsored Brands.
Your position among advertisers on that search term, ranked by impressions. Rank 1 means no advertiser appeared more often than you on the term.
Search term impression share counts impressions in every sponsored placement. Top-of-search impression share counts only the top-of-search slots, so it is always a narrower and usually a lower number.
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