The SP Search Term Impression Share Report.
A term looks like a winner but sales are flat, and you want to know whether you are even showing for it.
What the file contains.
The only Amazon advertising export that measures what you did NOT get. Every other report describes impressions you won; this one describes the share of available impressions you took for a search term, and your rank among advertisers competing for it.
That makes it the report that separates the two reasons a campaign is not scaling, which look identical in every other file. Low impression share with budget exhausted before the day ends is a budget problem. Low impression share with budget left over is a bid problem — you were eligible, you competed, and you lost. Guessing between them wastes a month.
Amazon publishes a Sponsored Brands version of the same report separately, and the two arrive from the same corner of the reporting menu with different report-category selections.
What it can tell you.
- Which search terms you are eligible for but rarely winning
- Whether a campaign is constrained by its budget or by its bids
- Where competitors have started bidding against you
- Which terms have room to scale before diminishing returns
Columns worth understanding.
- Search Term Impression Share
- Your share of the impressions available for that query. Low here with spare budget means the bid, not the budget.
- Search Term Impression Rank
- Where you place among advertisers on that term. Rank moving while share holds means the auction got more crowded.
How to export it.
- 01Login to Amazon Seller Central
- 02Open Amazon Ads
- 03Navigate to Measurement & Reporting
- 04Click Sponsored ads reports
- 05Click Create report
- 06Under Report category, select Sponsored Products
- 07Under Report type, select Search Term Impression Share Report
- 08Set the Report period and your required Date Range
- 09Click Run report
- 10Download it once it has finished running.
- 11Upload the downloaded CSV/XLSX file here.
You end up with a CSV / XLSX file.
SP Search Term Impression Share Report
The only report that measures what you did NOT get. Your rank against other advertisers on each search term, and what share of its impressions you won — so a term you rank first on and barely show for stops looking like a success.
- Rank vs Other Advertisers
- Impression Share Won
- Missed Volume
The file is parsed in your browser. Report rows never reach our servers.
Reports to pull alongside it.
- SB Impression Share ReportThe Sponsored Brands view of what you did not get: your rank against other advertisers on each search term, and the share of its impressions you won. Attributed over 14 days, so it is not directly comparable with the Sponsored Products figure.
- Amazon Search Term ReportWinners, wasted spend, harvest opportunities, match-type splits — from your Amazon Search Term Report.
- Amazon Placement ReportACoS by placement from your Placement report, with a bid modifier per campaign type from the B6 table. Surfaces the placements that spend and return nothing — the ones Amazon leaves blank.