Amazon Search Term Report Analyzer
Drop in your Sponsored Products search term report to see which search terms and words spent money without an order. You'll get negative keyword candidates you can check and download.
Drop your search term report here
XLSX or CSV, straight from the Amazon Ads console.
Your report is read by your browser and never uploaded. Close the tab and it's gone.
A search term needs both minimums before it's listed. Set one to 0 to skip it. With a target ACoS, converting terms at 2x your target or more are listed too.
Run this check without the export
A downloaded report is one date range, frozen. In Merch Jar your search term data stays connected, so you can run the same review on any date range without exporting anything.
N-Grams and the Search Terms page
N-Grams shows the same one, two and three word breakdown for your connected account, on any date range. When you find a term to block, add it as a negative exact or phrase keyword from the Search Terms page.
The Search Term Waste Elimination template
This Library template checks your search terms every day against the click and spend minimums you set, with safeguards for terms that sell. It's saved disabled. You review the matches, and it only adds negative exact keywords after you enable it. If you use the Copilot, your AI can help you pick the settings and preview the matches first.
Free 14-day trial. Full access. No credit card required.
How to download your search term report
In the Amazon Ads console, open Reporting under Measurement & Reporting. Start from the search term template (or a custom report with the search term dimension), choose Sponsored Products and your date range, then export it. If your account still shows Sponsored ads reports, the Sponsored Products search term report works as well. XLSX and CSV both load here.
Use at least 30 days if you can. A week rarely gives a single search term enough clicks to judge, and the report only includes terms that got at least one click.
How to read the results
Start with the Search terms tab. Each row is one search term in one ad group that reached your click and spend minimums without an order, sorted by spend. That's where a negative exact keyword would go, so the campaign and ad group stay attached to every row.
A "Sells in another ad group" tag means the same search converted somewhere else in the account. Blocking it in an auto campaign can still be right if you already target it in an exact match campaign. Check that before you add the negative.
Then open Words and phrases. It adds up every search term containing each word or phrase, so ten small terms that share a word show up as one number. A row marked as a phrase negative candidate has no orders across any term containing it, and it appears in at least two terms.
If you set a target ACoS and you think in ROAS, the ACoS to ROAS calculator converts between the two.
When not to negate a search term
A negative keyword is quick to add and easy to forget, so hold off in these cases.
- Thin data. At a 10% conversion rate, a search term that converts normally still goes 20 clicks without an order about 12% of the time. At 10 clicks it happens 35% of the time. Set the minimums from your own conversion rate, and raise them for products that convert slowly.
- The last few days of the report. Orders can still be credited to recent clicks after you download the report, so a term with fresh clicks may not be finished.
- A relevant search that hasn't converted yet. If someone searched for exactly what you sell, look at price, listing and bid before you block it.
- A phrase that also matches your sellers. In the sample data, a phrase negative on "coffee maker" would also block "replacement carafe for coffee maker", one of the best selling terms. The words view counts orders across every term, so check it first.
- Your brand and product names. Keep them out of phrase negatives even when one version underperforms.
Negative exact or negative phrase?
A negative exact keyword blocks that one search. A negative phrase keyword blocks any search containing the phrase in that order, including close variants like plurals. The download suggests negative exact for single search terms, negative phrase for words and phrases, and a negative product target for ASINs.
For match types and campaign versus ad group negatives, see how to use Amazon negative keywords . For a full walkthrough of the report with product context, read how to read an Amazon search term report .
What happens to your file
Your report never leaves your browser. The page reads it and does the math on your device, and there's no account or upload involved.
The analyzer looks for the search term, clicks, spend and orders (or sales) columns, and reads campaign, ad group, targeting, match type and currency when they are there. It accepts the header spellings Amazon has used, like "Customer Search Term" or "Search term", "Spend" or "Total cost", "7 Day Total Sales" with or without a currency symbol, and "7 Day Total Orders (#)", "Orders" or "Purchases". Sponsored Brands reports with 14-day columns work too. Title rows above the header are skipped, and daily reports are added up per search term.