Customer search terms

You can find the Customer search term reports in Analytics > select a product > Search terms

Search terms from Auto + Phrase / Broad

By going to the "Keywords / Search terms" tab, you can isolate only the search terms generated by the Sponsored Products Automatic campaign and the phrase / broad match types.

Usually, these keywords might generate terms that are not relevant to the product you sell.

Excluded search terms

If you've added a negative keyword, it'll be crossed out. This means that from now on, that search term won't bring in any more traffic. It's helpful to check if you accidentally added negatives that used to bring in orders before.

What a customer search term is?

The "Customer Search Term Report" in Amazon Advertising shows you the exact words or phrases people type into Amazon when they're looking for something. This is different from a keyword, which is what you, the seller (you), choose to target in your ads to match these search terms.

Let's use an example with a keyword in Phrase or Broad match:

  • Keyword (what you set up): "yoga mat"

    This is a term you decide to target in your ads. You hope it's what people will search for when they want to find products like yours.

  • Search Term (what customers actually type): "thick yoga mat for beginners"

    This is a specific phrase someone typed into Amazon's search bar. They're looking for a particular type of yoga mat.

In a Phrase match, your ad might show up when someone searches for "yoga mat" along with other words before or after it, like "thick yoga mat for beginners" because it includes your exact phrase "yoga mat."

So, the "Customer Search Term Report" helps you see what real customers are searching for, and understanding the difference between search terms and keywords helps you fine-tune your ads to reach the right people.

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