How to Download Amazon Ads Search Term Reports

Learn how to download and analyze Amazon Advertising search term reports from Seller Central to optimize your PPC campaigns and ROAS.

July 24, 2026 By SellerPro Amazon Agency

This guide explains how to download and analyze search term reports for Amazon Advertising campaigns. By exporting this data, you can identify high-performing customer search queries and optimize your pay-per-click (PPC) return on ad spend (ROAS).

This process is intended for digital marketers and PPC managers handling Amazon advertising. Use this workflow monthly or quarterly to review campaign performance and refine keyword targeting.

Export Campaign Data

Step #1: Click Campaign Manager in the main Amazon Seller Central navigation menu. — Click **Campaign Manager** in the main Amazon Seller Central navigation menu.

Step #2: Click the "Outward Arrow" to expand options — Click the "Outward Arrow" to expand options

Step #3: Click Bulk operations in the left-hand navigation panel. — Click **Bulk operations** in the left-hand navigation panel.

Step #4: Click Download campaigns to open the export configuration window. — Click **Download campaigns** to open the export configuration window.

Enter a name for the exported file in the designated text field.

Step #6: Click the date range dropdown and select 60 Days (or your preferred time period) to capture sufficient historical data. — Click the date range dropdown and select **60 Days** (or your preferred time period) to capture sufficient historical data.

Step #7: Select Enabled & Paused from the campaign status filters to ensure you retain data from recently paused campaigns. — Select **Enabled & Paused** from the campaign status filters to ensure you retain data from recently paused campaigns.

Under the data inclusion section, select the campaign types you want to review. The most valuable data typically comes from the search term reports:

Data Type	Recommendation
Sponsored products search term data	Select this to analyze keywords triggering your standard product ads.
Sponsored brands search term data	Select this to analyze keywords driving traffic to your brand and video ads.
Sponsored Display data	Optional; leave unselected if you do not actively run display ads.

Step #8: Check the boxes for Sponsored products search term data and Sponsored brands search term data. — Check the boxes for **Sponsored products search term data** and **Sponsored brands search term data**.

Step #9: Click Download to generate the report. — Click **Download** to generate the report.

Reports covering large date ranges can take up to 45 minutes to generate. You can monitor the progress in the Bulk Operations dashboard.

Step #10: Once the generation is complete, click the generated file link to download the Excel spreadsheet to your computer. — Once the generation is complete, click the generated file link to download the Excel spreadsheet to your computer.

Analyze the Data

Step #11: Open the downloaded spreadsheet and click the SP Search Term Report tab. — Open the downloaded spreadsheet and click the **SP Search Term Report** tab.

Step #12: Review the Customer Search Term data in Column P to see exactly what users typed to find your products. — Review the **Customer Search Term** data in Column P to see exactly what users typed to find your products.

Navigate to the SB Search Term Report tab to analyze brand ad performance.

Step #14: Analyze metrics like clicks, spend, and ROAS across different customer search terms to identify your most cost-effective keywords. — Analyze metrics like clicks, spend, and ROAS across different customer search terms to identify your most cost-effective keywords.

Q: Why should I include paused campaigns in the export?

A: Including paused campaigns ensures you capture valuable search term data from ads that were running during the selected date range, even if they are currently inactive.

Q: Why is my downloaded report missing or taking a long time?

A: Reports covering long date ranges (like 60 days) can take up to 45 minutes to generate. You must wait for the file to finish processing in the dashboard before downloading.

Q: Where can I see exactly what customers typed into Amazon?

A: In both the Sponsored Products and Sponsored Brands spreadsheet tabs, locate the "Customer Search Term" column (typically Column P) to view exact user search queries.

Term	Definition
PPC	Pay-per-click, an internet advertising model used to drive traffic to websites or platform listings.
ROAS	Return on Ad Spend, a marketing metric that measures the efficacy and profitability of a digital advertising campaign.
Sponsored Products	Amazon ads that promote individual product listings within search results and on product detail pages.
Sponsored Brands	Amazon ads that feature a brand logo, a custom headline, and multiple products to drive brand discovery.
Buy Box	The section on an Amazon product detail page where customers can directly add items to their cart or buy immediately.