How to Highlight Costly Search Terms in Each Amazon Marketplace

Build a country-level search term export

Start with Sponsored Products search-term data. Most teams already have this in Amazon Advertising Console reports, but the value comes from separating the rows by marketplace before reviewing KPIs.

For each country, compare the same basic metrics side by side:

• Spend and click volume
• Sales and ROAS
• ACoS or target margin
• Conversion history over a consistent date range

A report analyzer can turn daily CSV or XLSX exports into a cleaner country view, but even a simple pivot by marketplace works for smaller accounts.

Rank terms using campaign-specific thresholds

Country-level waste is rarely isolated by a single ACoS number. A term with 70% ACoS may be acceptable for a high-margin product in one market and unprofitable in another. Instead, compare each search term against its own campaign goal for that country.

Signals that a term may need action include:

• High clicks with zero or low sales
• Spend that consistently exceeds a target ROAS
• Strong performance in one country but poor performance in another

The Amazon Negative Keyword Tool by Todoza takes this approach by evaluating terms against campaign-specific metrics and ranking underperforming terms for review, rather than applying the same cutoff everywhere.

When this matters

This becomes more important as accounts expand into multiple countries. A term may be profitable in the US but lose money in DE or FR after VAT and fulfillment costs are included. Local language variants can also drive clicks without matching purchase intent.

Reviewing costly terms by country helps you avoid pausing a profitable term globally. It also creates a clean list of regional negative keywords, so you can reduce waste while preserving campaigns that still produce orders.