How to export the Search Term Report from Amazon Ads
How to export the Search Term Report from Amazon Ads: report type, date range, marketplace. Keywords that don't sell and runaway ACoS, row by row.
On Amazon, budget leaks in two ways: keywords that generate clicks without purchases, and products with an ACoS out of control. The Search Term Report shows both, row by row, with the exact spend. It’s the file we need to audit an Amazon account.
How to export it
Sign in at advertising.amazon.com and select the marketplace (Italy, Germany…). Each marketplace has its own report. Left menu: Measurement & reporting → Sponsored ads reports. Click Create report. Set: campaign type Sponsored Products, report type Search term, time unit Summary, date range last 60 days, format Excel. Click Run report. Amazon takes anywhere from a few seconds to a few minutes. When the status turns to “Completed”, click Download. Reply to the audit confirmation email with the file attached.
If you also run Sponsored Brands campaigns, repeat the steps with that campaign type: they’re separate reports.
What the file must contain Customer search term, Impressions, Clicks, Spend, Sales, ACoS, Orders. They’re the report’s standard columns.
Common mistakes
A “Campaign” or “Targeting” report instead of “Search term”: they show totals, not searches. A range that’s too short: under 30 days a keyword’s ACoS swings by chance. Wrong marketplace: if you sell in Italy and Germany, we need two files.
Request the free audit and we’ll tell you how many euros a month Amazon is making you spend on terms that don’t sell.
