The Amazon Search Terms Report is one of the most underused datasets sellers have access to. It tells you exactly what customers search for, what gets clicked, and what actually converts. Most teams glance at it once a quarter and miss the patterns hiding in plain sight.
This guide is about reading the Search Terms Report properly and turning it into PPC and listing decisions.
TL;DR: The Search Terms Report shows search frequency rank, click share and conversion share for the queries customers actually search, with no cost data; CPC comes from your ad reports. The useful work is comparing your impression share against your conversion rate, finding long-tail terms with low cost and high intent, and matching what people search to what your listings claim. Done weekly, it changes how you bid and how you write listings.
The Amazon Search Terms report in Brand Analytics (also available through the SP-API Reports API) gives you, per search term per period:
For brand owners with Brand Analytics, additional cuts on competitive position are available.
If you have low impression share on a high-rank term that converts well, the answer is usually advertising — bid higher on that term, or restructure listings to rank organically.
High visibility with low CTR usually means the listing image, title or price is wrong for the query.
High CTR with low conversion rate means the customer clicked but the product page disappointed — bullets, A+ content or reviews are the suspect.
High CPC on terms with low purchase intent is wasted spend. The Search Terms Report has no cost data, so join it to your Sponsored Products search term report and compare CPC against conversion rate over a meaningful window (typically 30 days).
The point of the report is changing what you do, not what you know:
The Search Terms Report is a feedback loop between what customers want and how you respond. Read weekly, it shapes both PPC strategy and product copy. Read quarterly, it gathers dust.
DataDoe surfaces the Search Terms Report alongside your latest ad spend, listing data and conversion data so the analysis is one query, not five spreadsheets.
.svg)
