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 visibility, clicks, add-to-carts, purchases and CPC for the queries customers actually search. 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.

What the report contains

The Search Terms Report (sometimes accessed via Brand Analytics, sometimes via SP-API endpoints) gives you, per search term per period:

• Search frequency rank.
• Click share — which ASINs received clicks.
• Conversion share — which ASINs converted.
• Top three clicked ASINs.
• For your own ASINs: impression share, CTR, conversion rate.

For brand owners with Brand Analytics, additional cuts on competitive position are available.

How to read the metrics

Visibility

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.

CTR

High visibility with low CTR usually means the listing image, title or price is wrong for the query.

Conversion rate

High CTR with low conversion rate means the customer clicked but the product page disappointed — bullets, A+ content or reviews are the suspect.

CPC vs intent

High CPC on terms with low purchase intent is wasted spend. Compare CPC against conversion rate over a meaningful window (typically 30 days).

Common analyses worth running weekly

• Long-tail opportunity scan. Filter for terms where you have low impression share but a strong conversion rate — these are usually undervalued bidding opportunities.
• Wasted spend audit. Filter for terms with high CPC and low conversion. Add as negative keywords or restructure campaigns.
• Listing-search mismatch. Pull the top 20 search terms driving traffic to a SKU, compare against the bullets and title. Misalignments are usually a quick listing-update win.
• Competitor monitoring. For brands with Brand Analytics, watch which competitor ASINs take share on your top terms over time.

Connecting it to PPC and listings

The point of the report is changing what you do, not what you know:

• PPC bid adjustments on under-bid winning terms.
• Negative keyword additions on high-CPC, low-conversion terms.
• Listing rewrites to match high-intent terms you do not currently rank for.
• New product opportunities when a high-volume term has no clear top-clicked ASIN.

The bottom line

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 live ad spend, listing data and conversion data so the analysis is one query, not five spreadsheets.