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Amazon · 3 min read

Download your Amazon search term report

Where to find the search term report in the Amazon Ads console, which dates to pick, and the placement, advertised product and budget reports it reads.

The Amazon PPC audit reads the Sponsored Products search term report. Amazon includes every column the audit needs by default.

Download it

  1. Sign in to the Amazon Ads console.
  2. Open Sponsored ads reports, under Measurement & Reporting.
  3. Create a report: choose Sponsored Products, then the Search term report type.
  4. Pick a date range. 30 to 60 days usually gives each search enough clicks to judge.
  5. Run the report and download it as .xlsx or .csv.

Upload it

  1. Open PPC audit, under Amazon in the sidebar. It works on any signed-in account and uses no credits. On the free plan it shows a preview: the summary, the top findings and the first rows of each list.
  2. Optionally enter your break-even ACoS and target ACoS. Without them, the audit judges against your account's own ACoS.
  3. Drop in the file. It must be under 15 MB.
If the file won't readThe audit looks for the Customer Search Term, Clicks, Spend, Sales and Orders columns. If Amazon has renamed one in your marketplace, email the file to hello@auditroger.com and we'll add it.

Pick the dates

Amazon credits a sale to a click for 7 days after it (14 days for vendors), and keeps correcting the figures for weeks. A report that ends today is missing some of its last week's sales, so recent searches look worse than they are. End the report at least a week ago (two for vendors) for a final read; the audit says so when a report ends sooner.

Three more reports it reads

The same page of the console has three more Sponsored Products reports the audit reads. Download one the same way and upload it in the same place; the audit works out which report it is from its columns.

  • Placement: each campaign's spend and sales at the top of search, the rest of search and on product pages. The audit finds placements that sell above your break-even, campaigns that sell well at the top of search, and campaigns losing money on dynamic bids, up and down. Placement adjustments are set per campaign, so every suggestion names the campaign.
  • Advertised product: each product you advertise. The audit finds products with a fair number of clicks that never sold, listings shoppers see and rarely click, and the share of your ad sales that were a different product.
  • Budget: how much of the time each campaign was in budget. The audit finds profitable campaigns that run out, with Amazon's own estimate of the sales they missed and the budget Amazon suggests.

Each report is read for the audit and then discarded; none of them is stored.