The search time period report in your Amazon vendor dashboard is loaded with uncooked, unfiltered perception straight from actual buyers. 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. Nevertheless, deep into these spreadsheets are the actual phrases buyers use when trying to find merchandise. These bits of knowledge 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 buyers kind into the Amazon search bar when on the lookout for a product.They signify real-time buyer intent, making them unfiltered and infrequently shocking.
In contrast to the key phrases you goal in your advertisements, 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 strategies. These are primarily based on:
- Widespread current search phrases
- Incessantly searched mixtures
- Excessive-converting long-tail queries
Let’s say you’re bidding on the key phrase “wi-fi earbuds.” A consumer may kind “Bluetooth headphones for fitness center” into the search bar. In case your advert exhibits up and will get clicked, “Bluetooth headphones for fitness center” turns into the search time period captured in your search time period report, though it doesn’t precisely match the key phrase you set.
So, what’s a search time period instance?
Listed here are just a few sensible ones:
- Key phrase: “trainers” → Search Time period: “greatest footwear for marathon coaching”
- Key phrase: “desk lamp” → Search Time period: “minimalist desk lamp with desk clip”
These insights type the premise of search phrases optimization, providing you with the flexibility to detect patterns in buyer habits and make smarter marketing campaign selections.
Information tells us that greater than six in ten buyers 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 make it possible for your merchandise are seen on Amazon. Doing so means optimizing for Amazon search phrases to get decrease advert spend, enhance conversions, and increase your product’s natural rating.
What’s a Search Time period Report?
A search time period report is a downloadable doc present in Amazon stories that exhibits you precisely which buyer search queries triggered your advertisements and how these queries carried out.
Consider it as a direct line to actual Amazon search knowledge, which might take out the guesswork in your campaigns. The report supplies 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 kind (broad, phrase, actual)
- Efficiency knowledge like impressions, clicks, CTR, advert spend, conversions, and ACoS
What makes the search time period report so worthwhile is that it bridges the hole between your technique and your buyer’s intent. It doesn’t simply present how your advertisements are performing, nevertheless it tells you why they’re performing that means.
How the Amazon Search Time period Report Works
The search time period report works by capturing the precise phrases Amazon buyers kind once they work together together with your Sponsored advertisements.
Right here’s the way it works:
- It begins when somebody searches for a product on Amazon.
- If that phrase matches one in all your marketing campaign key phrases (primarily based in your match kind), your advert turns into eligible to look.
- 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 components:
- 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 concentrating on altogether. Briefly, in the event you’re spending on Amazon advertisements and never reviewing your search time period report often, you’re working at midnight.
The right way to Entry the Amazon Search Time period Report
You’ll be able to retrieve the search time period report in Vendor Central by following these steps:
- Log in to your Amazon Vendor Central account.
- Within the high menu, hover over “Stories” and click on on “Promoting Stories.”
- Below Report Kind, select both Sponsored Merchandise or Sponsored Manufacturers (relying on what you’re working).
- Then, choose “Search Time period” as the particular report kind.
- 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 (normally a CSV format).
- Open the report in Excel or Google Sheets for evaluation.
We suggest setting a recurring reminder to obtain your search time period report each week. Patterns change quick, and lacking a development for even just a few days may value you gross sales.
The right way to Analyze Your Amazon Search Time period Report
The facility of the search time period report isn’t simply in what it exhibits, however in what you do with it. Right here’s the way to break it down and use the insights to energy your campaigns:
Type by Gross sales and ACoS
Start by pinpointing the search phrases that generate the best gross sales.. Then have 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 = take into account decreasing bids
The objective is to guard your finances whereas maximizing return, and analyzing ACoS alongside gross sales is likely one of the best methods to try this.
- Finest Apply. Earlier than pausing or eliminating them fully, test the match kind and relevance of search phrases. If it’s a broad match, strive switching to phrase or actual match to tighten concentrating on. You too can add actually irrelevant phrases (e.g., unrelated product classes) to your unfavourable key phrase listing 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 visitors with out conversions, particularly whenever you’re utilizing broad or phrase match varieties.
Let’s say you promote high-end wi-fi earbuds, however your advert exhibits up for “low-cost wired headphones.” Even when the consumer clicks, that’s seemingly a wasted spend. The product doesn’t match the intent, and your ACoS will replicate that.
That is the place unfavourable key phrase optimization is available in.
Information reveals that 62% of advertisers say they plan so as to add extra unfavourable key phrases to enhance marketing campaign outcomes. Much more telling, 13% admit they should overview their unfavourable key phrases extra usually.
- Finest Apply. Establish phrases with excessive spend and nil conversions and add these you wish to block within the Damaging 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 Concentrating on
Your search time period report can be a goldmine for uncovering long-tail key phrases that may remodel your campaigns. Lengthy-tail key phrases are longer, extra particular phrases that buyers use once 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 buyers are clicking and changing on queries like:
- “greatest path footwear for rocky terrain”
- “light-weight trainers for flat ft”
- “waterproof marathon coaching footwear”
They’re actual phrases prospects typed in, they usually offer you perception into what issues they’re making an attempt to resolve or options they care about.
- Finest Apply. For deeper evaluation and strategic implementation, take into account working with Amazon specialists like AMZ Advisers. They focus on optimizing ecommerce companies primarily based on stay knowledge, from advertising campaigns to boosting gross sales, they will help you make smarter promoting selections.
Use Information to Modify Bids Strategically
Based on current 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 will not sound drastic, however over a whole bunch or 1000’s of clicks, these few cents add up quick.
As CPC continues to climb, every unqualified click on turns into costlier. Which means each key phrase, bid, and marketing campaign must work more durable and smarter.
- Finest Apply. 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 should be much more exact.
The Backside Line
Your search time period report is likely one of the most trustworthy instruments in your Amazon technique stack. It doesn’t depend on assumptions or algorithms. It offers you direct entry to how buyers 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 surroundings, this report connects your advertisements to buyer intent, all with out guessing what your viewers desires.
Writer
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, corresponding to ecommerce, digital advertising, and knowledge analytics.
