Search Term Report

The Search Term Report exports from the Amazon Advertising console for any active Sponsored Products campaign. For each customer search term that triggered your ads, you see: impressions, clicks, click-through rate, attributed conversions, attributed sales, and ACoS. The most useful derived metric is click-to-cart conversion at the keyword level, which lets you separate keywords that attract qualified buyers from keywords that attract clickers who never buy. In the post-May-2026 A10 weighting, a keyword in your title with a click-to-cart conversion below 40% of category median is a candidate for removal — it earns you impressions, but those impressions drag CVR-14 and therefore organic rank. The Search Term Report is the cheapest way to get the data you need for that decision.