Amazon Search Term Report: How to Use It for SEO and PPC

The Amazon Search Term Report (available in Seller Central under Reports > Advertising Reports > Search Term Report) shows which search terms triggered your Sponsored Products ads and resulted in clicks and purchases. This is one of the most valuable data sources for Amazon SEO and PPC optimization. How to access: go to Campaign Manager > Reports > Create Report > type "Search Term" > select your date range (minimum 60 days for meaningful data). How to use it for SEO: identify terms with purchases but where you are not currently targeting organically. Add high-converting search terms from your PPC report to your backend keywords, title, and bullets. Terms that convert well in paid search also tend to rank and convert well organically. How to use it for PPC optimization: identify search terms that received clicks but no purchases — these are wasting your budget. Add them as negative keywords to your campaigns. Identify your highest-converting terms and allocate more budget to those specific search terms in an exact match campaign. Identify seasonal patterns — some terms spike in Q4 or around specific events and should be activated as campaign targets in advance. Advanced analysis: calculate ACOS (Advertising Cost of Sale) for each search term individually. Terms with ACOS above your target are unprofitable at current bids — reduce bids or exclude them. Terms with ACOS well below your target are underspending — increase bids to capture more volume.