How to Use SIS to Diagnose Low Amazon Ads Visibility

What You'll Need

• Amazon Negative Keyword Tool by Todoza: Efficiently highlights poor-performing search terms for negative keyword assessment.
• Amazon Ads Report Analyzer: Automates report imports and generates clear campaign snapshots.
• Amz Ad Waste Detector - Amazon Ads Analytics Module: Identifies spend inefficiencies and flags low-visibility segments in your campaigns.
• Amazon Ads Dashboard by Todoza: Offers a unified view of metrics to track visibility, spend, and campaign health.

Visualize Search Share Gaps

Using dashboard tools can help spot where your search impression share is below expectations, highlighting both recent trends and recurring issues in campaign visibility. Drill into account, campaign, or term-level charts for deeper diagnosis. Data visualizations make it easier to compare performance over time or across marketplaces, streamlining your troubleshooting workflow.

Step 1: Gather and Import Search Terms Data

Start by exporting your Sponsored Products search-term reports from Amazon Ads. Ensure your reports cover all major campaigns and represent at least the last 30 days. Accurate and recent data improves the reliability of your SIS analysis.

For automation and to avoid missing updates, use the Amazon Ads Report Analyzer. This tool allows you to upload CSV or XLSX reports, or automate the process by setting up scheduled email imports. This saves manual effort and ensures every snapshot reflects up-to-date performance.

Step 2: Review Impression Share and Visibility Trends

Within your analytics dashboard, focus on your Sponsored Products campaigns first. Use SIS (search impression share) alongside metrics like ROAS, ACoS, and wasted spend to pinpoint which products or search terms are underperforming compared to potential audience reach.

Leverage the Amazon Ads Dashboard by Todoza to visualize visibility metrics across all imported accounts and marketplaces. This cross-account view helps isolate campaigns or keywords suffering from low SIS, allowing you to prioritize remediation efforts.

Step 3: Identify and Address Wasteful Spend Areas

Analyze your search term and target-level breakdowns to find where spending is not translating into impressions or sales. Double-check reporting timeframes for seasonal effects, sudden dips, or outliers in key metrics.

The Amz Ad Waste Detector - Amazon Ads Analytics Module provides actionable insights, highlighting wasted spend and surfacing recommendations to optimize bids or add negative keywords. Look for patterns such as repeated low SIS on specific terms, indicating low ad rank or excessive competition.

Step 4: Refine Negative Keyword Lists and Recommendations

Review negative keyword suggestions thoroughly before implementation. Identify queries with high spend and low impression share, or those consistently generating little to no clicks or sales. Mark these for exclusion or bid adjustment.

The Amazon Negative Keyword Tool by Todoza offers a ranked candidate cleanup queue, making it straightforward to approve or dismiss each recommendation. By refining your negative keyword lists, you'll improve ad relevance and enhance future visibility on high-potential terms.

Tips, Common Mistakes, and Troubleshooting

Always validate that imported data covers the correct date ranges and marketplaces. Avoid acting on single-day dips—wait for multi-day trends before making changes. Collaborate with your team to discuss unusually high or low SIS results, and regularly revisit negative keyword and bid adjustment recommendations to stay agile as search trends evolve.

Actionable Analytics in Practice

Analytics platforms enable structured decisions—use flagged segments and ranked recommendations to focus on impactful changes. Ensure that every adjustment is logged for future reference, and share your findings with stakeholders to foster a culture of data-driven campaign management. Regular reviews prevent hidden wasted spend from compounding over time.