Search Term Report

A report showing the actual shopper queries that triggered your ads, as distinct from the keywords you bid on.

For Sponsored Products you pull the report and read the search term column against your targeting column. Auto and broad campaigns match against far more than the words you entered, and this is the only place you see what those matches actually were. You harvest the queries that converted into exact keywords and add the wasteful ones as negatives.

You bid broad on running shoes, the report shows the query trail running shoes for flat feet converted, and you promote it to its own exact-match keyword.

Keyword and search term are not the same thing. The keyword is what you bid on; the search term is what the shopper typed. People conflate the two, leave auto and broad campaigns unmonitored, and bleed spend on irrelevant queries for months. Note that Amazon now aggregates some low-volume terms, so the report is complete but not exhaustive.

Your bid list is a guess. This report is what shoppers actually did.