Amazon PPC Report Analyzer
Drop your Sponsored Products search term report and see exactly which keywords are burning money, which need lower bids, and which converting search terms you have not turned into keywords yet.
Nothing is uploaded — the whole report is read inside your browser.
Drop your report here
CSV or Excel · Sponsored Products search term report
How to export your Amazon PPC report
- 1Open Amazon Ads and go to Measurement & Reporting, then Sponsored ads reports.
- 2Create a report: choose Sponsored Products, and set report type to Search term.
- 3Set the date range to the last 30 or 60 days, then run the report.
- 4Download it as CSV or Excel and drop the file above. It never leaves your browser.
What each list means, and what to do about it
Wasted spend
Search terms that took your money and returned nothing. Somebody searched, your ad showed, they clicked, and they did not buy — repeatedly. This is the fastest money you will ever save, because you are not optimising anything. You are switching off a leak.
What to do: add these as negative keywords in the campaign they appear in. Do not pause the campaign — the campaign is probably fine, it is these specific search terms that are not.
High ACoS
These terms do sell — just not profitably enough. The mistake here is killing them. A keyword at 55% ACoS against a 30% target is not a failure, it is a bid that is too high.
What to do: lower the bid rather than pausing. A rough starting point is to cut the bid by roughly the same proportion that the ACoS is over target, then leave it for two weeks before judging it again.
Hidden winners
This is the list that makes money rather than saving it. These are customer search terms that convert at or below your target ACoS but do not exist as an exact-match keyword anywhere in your account. Right now you are paying for them indirectly through broad, phrase or automatic targeting, with no control over the bid.
What to do: add each one as an exact-match keyword in a campaign where you can bid on it deliberately. This is usually called search term harvesting, and it is the single habit that separates accounts that improve from accounts that drift.
Negative exact or negative phrase?
This is where sellers do real damage. A negative phrase keyword blocks every search term containing that phrase, which is powerful and easy to regret.
| Use | When | Example |
|---|---|---|
| Negative exact | One specific search term is failing, but related ones might work | “yoga mat for dogs” |
| Negative phrase | A whole idea is wrong for your product, in every variation | “free”, “used”, “rental” |
When you are unsure, use negative exact. It only blocks what you have proof about. The copy button above gives you the exact search terms, so negative exact is the safe default for that list.
How often should you run this?
Once a month, on a 30 to 60 day window, is enough for most accounts. Weekly is only worth it once you are spending seriously, and it carries its own risk: seven days of data is usually too little to judge a keyword fairly, so you end up reacting to noise. A term with 4 clicks and no sales has not failed yet — it has barely been tested. That is exactly why the minimum-clicks control exists, and why the default is 10 rather than 1.
Four mistakes worth avoiding
- !Judging too early. A search term needs enough clicks to have had a fair chance. Raise the minimum-clicks slider if your account is small and every term looks like a loser.
- !Pausing instead of bidding down. Pausing a converting keyword because its ACoS is high throws away sales you were already making. Lower the bid first.
- !Negative phrase used carelessly. One broad negative phrase can silently block dozens of profitable search terms. You will not get an alert when it happens.
- !Never harvesting. If you only ever add negatives, your account slowly shrinks. The hidden winners list is the half that makes it grow.
The numbers, in plain terms
ACoS
Advertising Cost of Sales — ad spend divided by ad sales. Spend $30 to make $100 and your ACoS is 30%. Lower is more efficient.
Target ACoS
The highest ACoS you can run and still make money on that product. It comes from your margins, not from a benchmark someone posted online.
CPC
Cost per click — what you actually paid per click, which is usually below your bid.
Conversion rate
Orders divided by clicks. If it is far below your listing’s normal rate, the problem is usually the search term matching, not the bid.
Search term
What the shopper actually typed. This is the thing you harvest and negate.
Keyword
What you told Amazon to bid on. One broad keyword can match hundreds of different search terms — which is where waste hides.
Questions people ask
Is my Amazon report uploaded anywhere?+
No. The file is read and analysed inside your own browser using a web worker, and nothing is sent to any server. That matters here more than on most tools: a search term report tells anyone who reads it exactly what you sell, what it costs you to sell it, and which keywords work.
Which Amazon report should I use?+
The Sponsored Products Search Term report. In Amazon Ads go to Measurement and Reporting, then Sponsored ads reports, create a report, choose Sponsored Products and set the report type to Search term. CSV and Excel both work, and reports from any marketplace are fine — European number formats are handled.
What counts as wasted ad spend?+
A search term that got clicks but produced zero orders in the period. You set the minimum click threshold yourself. The default of 10 exists so that terms which simply have not had a fair test yet do not get blamed.
What are hidden winners?+
Customer search terms converting at or below your target ACoS that do not yet exist as an exact-match keyword in the report. The tool checks every exact keyword in your file first, so it will not suggest something you already target.
Does it work for Sponsored Brands or Sponsored Display?+
The columns it needs are clicks, spend, sales and orders, so other report types often work. The hidden winners list needs a customer search term column, which only search term reports have — the tool tells you when that column is missing rather than showing an empty tab.
Is this tool free?+
Yes. No signup, no watermark, no limit on how many reports you analyse.