The Amazon PPC search term report lists the actual searches shoppers typed before your Sponsored Products ad showed, with impressions, clicks, spend, orders and ACoS for each, next to the keyword or target that matched them. It is the most useful report in the console: it tells you which searches to add as exact keywords, which to negate, and where the money is going.
In the Amazon Ads console, go to Measurement and reporting, then Sponsored ads reports, and create a report.
Pick the date range. Use 30 or 60 days for decisions, ending at least a week ago so the 7-day attribution has settled.
Summary gives one row per search term; daily splits it by day. Summary is easier to act on.
The report arrives as a spreadsheet in a few minutes. You can also schedule it to run weekly.
| Column | What it tells you |
|---|---|
| Customer search term | What the shopper typed, or an ASIN (starts with B0) if the ad showed on a product page |
| Targeting and match type | Which of your keywords or targets matched the search |
| Impressions, clicks, CTR | How often it showed and how often it was clicked |
| Spend, CPC | What it cost |
| 7-day total orders and sales | What it earned, credited up to seven days after the click |
| ACoS, ROAS | Spend against sales for that search |
Search terms with two or more orders and ACoS below target. Add each as an exact keyword in a manual campaign and as a negative exact where it came from.
Sort by spend, filter orders to zero. Terms with clicks well beyond what one order normally takes are candidates for negative exact or negative phrase.
Searches where your ad shows but nobody clicks. Usually a relevance problem; negate if the search is not about your product.
Rows starting with B0 are product pages. Winning ASINs become product targets; losing ones become negative product targets. Our product targeting guide covers both.
A simple rule: if a search term has had more clicks than it usually takes you to get one order, and has no order, it is costing money. If your conversion rate is 8%, you expect an order roughly every 12 or 13 clicks; a term at 25 clicks with no order is well past that and can be negated. For a ₹299 product the threshold should be lower than for a ₹2,999 one, because each click is a larger share of the margin.
Blooprint's negative keywords guide covers negative phrase against negative exact and how to find whole families of bad searches; this page stays on reading the report.
An Amazon staff post on the Seller Central India forum about the most common auto campaign mistake has around 1,600 views, and the mistake it describes is not reading this report. One seller replies asking where to get the data and what to change. Clicks with no sales is one of the most-read ad threads on the forum at nearly 700 views, and in most such cases the search term report shows spend going to searches the product was never going to win. Ten minutes a week on this report is the cheapest optimisation there is. It is also the report YouTube tutorials on Amazon PPC analysis focus on, one with over 35,000 views, because every other change starts from it.
The report is a spreadsheet that has to be sorted, filtered and acted on campaign by campaign. BlooprintAI pulls search terms for every Amazon India campaign into one view with orders, spend and ACoS, lets you filter by thresholds you choose, and adds the selected terms as exact keywords or negatives in one action after a summary. It does not add negatives automatically; every change is one you approve, and each leaves a log.
Search-term, placement and product-level views that show where the money goes.
Learn more →Enter ad spend and ad sales to get ACoS and ROAS in seconds.
Learn more →Which to run first, how to harvest search terms and when to move them.
Learn more →How to tell whether the listing or the campaign is the problem.
Learn more →In the Amazon Ads console under Measurement and reporting, then Sponsored ads reports. Create a report, choose Sponsored Products and Search term, and pick a date range.
Weekly for active accounts. Use a 30 to 60 day range ending at least a week ago so late orders from the 7-day attribution window are included.
A keyword is what you bid on. A search term is what the shopper actually typed. One broad keyword can match hundreds of search terms, which the report lists.
Rows starting with B0 are product pages where your ad showed, from auto or product-targeting campaigns. Winners can become product targets, losers negative product targets.
Yes, the ones you select. It shows search terms across all campaigns with your chosen thresholds and adds negatives or exact keywords in one action after a summary.
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