Import Your Search Terms Reports
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Quick answer
Search Terms reports are detailed exports from Amazon Ads campaigns that reveal exactly which customer queries triggered your ads and consumed budget. Importing these reports allows you to detect underperforming or irrelevant search terms, making it possible to refine negative keyword lists and improve brand bidding efficiency. Regular analysis helps control ad spend by continuously surfacing potential areas for keyword exclusions.
Bringing your Amazon Ads Search Terms reports into a specialized tool provides critical insights into which search queries are impacting your ad budget. This process empowers better decision-making around negative keywords and campaign optimizations.
Why Import Search Terms Reports?
Importing Search Terms reports lets you break down your ad spend by the exact phrases shoppers used to find your products. With this information, you can pinpoint which search terms are relevant to your brand and which are merely draining your budget or attracting unwanted clicks. The ability to identify these trends is essential for targeted negative keyword management and for preventing wasteful brand bidding.
How to Import Your Reports
Most Amazon Ads optimization tools—including the Amazon Negative Keyword Tool by Todoza—let you upload Search Terms reports directly through file upload or by setting up scheduled email delivery. Once imported, these reports become the data source for ranking and classifying search terms based on their performance across your campaigns and marketplaces.
- Export Search Terms reports from your Amazon Ads account.
- Upload the files or configure automatic report delivery to your analysis tool.
- Allow time for the platform to process and display actionable findings.
When This Matters Most
If you're managing large budgets or multiple brands, regularly importing Search Terms reports is especially valuable. Fast-growing campaigns can quickly accumulate budget waste from low-quality queries, and early detection means more effective brand protection and lower ad costs.
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Importing Search Terms reports is a vital step in proactive budget management for Amazon Ads. Combined with tools focused on identifying negative keywords, this practice provides ongoing control over wasteful brand bidding and complements broader advertising strategies featured on our main guide page.