Search Term Report
The report showing the actual customer searches that triggered your ads, with spend, clicks and sales for each.
Why it matters
This is the most valuable report Amazon gives advertisers, because it is the only one that shows what customers actually typed rather than what you guessed they would type. Everything useful in PPC management starts here.
In practice
Two jobs every time you open it. Harvest: find terms with sales at acceptable ACOS and promote them to exact-match campaigns with deliberate bids. Prune: find terms with meaningful spend and no sales and negate them.
Note the distinction between the search term (what the customer typed) and the targeting keyword (what you bid on). Conflating the two is the most common reason people misread this report.
Related terms
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