How to Analyze Search Term Data to Identify Spend Inefficiencies
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Quick answer
Search term analysis is a process for reviewing Amazon Ads customer queries to find spend that does not support target ROAS. It looks at metrics such as impressions, clicks, orders, spend, and conversion rate at the search-term level. Inefficiencies often appear when terms generate clicks without orders or consume budget above return thresholds. The analysis helps sellers prioritize negative keyword decisions and bid adjustments, but it does not apply changes automatically. User approval is required before actions are taken.
Most Amazon Ads reports become useful only when you move from total account numbers to individual search terms. That is where budget leaks become visible and where decisions can be made without guessing.
Find the search terms that waste budget
Spend inefficiencies rarely show up as a single obvious metric. Instead, they tend to cluster around search terms with steady costs but weak return. Start by sorting for high spend, then look at orders and ROAS. A term with many clicks and no orders is usually the clearest candidate for a negative keyword.
- High spend with low or zero orders
- ROAS below your campaign target
- Repeated clicks that do not convert
Build a cleanup plan before making changes
A practical workflow is to consolidate reports across campaigns and marketplaces, then review terms against campaign-specific targets. Tools such as Amazon Negative Keyword Tool by Todoza are designed to help with this by consolidating search term data and highlighting underperforming terms. You can then prioritize negative keywords and bid adjustments.
Since the tool is read-only, it supports a decision process rather than making live changes. That is useful for teams that want approval before actions are applied.
When this matters
This analysis is especially valuable when budgets are shared across multiple campaigns or marketplaces. Waste in one search term can absorb funds that would otherwise support stronger targets elsewhere in the portfolio. Reviewing search term data before shifting budget helps keep those decisions evidence-based.
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Related guides
Search term inefficiencies are one of the main factors to review within Amazon Ads portfolio budget sharing. Once wasted spend is identified, it becomes easier to reallocate budget toward campaigns and keywords that are already performing. For a broader view, revisit the Amazon Ads portfolio budget sharing guide.