Using our custom Amazon STR Analyzer tool

Hello and welcome! You’re here to learn how to use our Search Term Report Analyzer tool, so let’s dive right in.

Requirements – To use this tool:

  • The newest fully updated version of Microsoft Excel. A subscription to Office 365 or a purchased copy will work fine. It must be able to run macros and VBA as that is how this tool does the heavy lifting.
  • Account access to a North American or EU Amazon marketplace account with the ability to access the Advertising Reports section to generate and download reports.
  • Sponsored Product Ad campaigns with significant spend within the last 60 days. This is the current maximum timeframe possible for export with Search Term Reports and unless there is ad spend and subsequent data available the tool will run without useful results. Amazon does not yet make data from other ad types (Sponsored Brands, Product Display) easily available at the search term level so we’re unable to run analysis on those campaign types.


Step 1 – Download your Search Term Report.

In the Advertising -> Campaign Manager or Reports -> Advertising Reports section of Seller Central you will find the area that allows you to download data from your advertising efforts. It should look like this:




Set the time frame to whichever dates include those with substantial ad spend. In the above screenshot I’ve set it to the maximum time window of 60 days to include as much data as possible. If you have made substantial changes in the account on a certain date and want to check data since then, or only want to examine more recent data it may be wise to set a shorter time window. Hit “Create Report” and once its done, download it. No further changes are needed with the file itself which is in .xlsx format, perfect for our purposes here.

Step 2 – Start Search Term Report Analyzer.xlsm

It will warn you that the workbook contains macros and ask your permission to run them. Hit “Enable Macros or the tool will not function properly.





Next, near the top of the Excel window that opens up click the “Create Reports” button which will open the next box where you input parameters.

Step 3 – Set your parameters.

A prompt will appear asking you to set your target parameters for the data to be examined. These targets are used to break out the data the tool generates into “Good” and “Bad” tabs so consider how you set them. You can run the tool as many times as you like against the same data and get different results simply by tweaking the parameters here when asked.

TIP: it is easiest to navigate the preset list of options by using the Arrow up/down and Tab keys on your keyboard. After you’ve got everything selected and have typed in your brand name(s), hit ok.

Step 4 – Select your file.

Simply select the Search Term Report you want to run analysis on.


The tool will ask “Do you wish to add filters?” for this first run we’ll answer No. The tool will then take a minute to process data and return results for your examination.

Step 5 – Interpret results.

The tool provides two tabs of results broken out into “Good” and “Bad”. Lets go over each breaking down how you might use them.



Non-Branded Search Terms Below Target ACoS with 2 or More Orders

Search terms here meet multiple key requirements based on the parameters you’ve provided – they are the cream of the crop. These search terms should be those you spend the most against and are set in the account somewhere in exact match to ensure you are controlling your exposure and spend for them as carefully as possible. If they are not added as keywords somewhere  in your Sponsored Products campaigns already they should be. We exclude branded search terms from this list as we examine that data separately

ASIN Results Below Target ACoS with 2 or More Conversions

This section focuses on the top ASIN results from the data you provided. These can be used in a wide variety of ways including:

  1. Used as targets for SP PAT (Product Attribute Targeting) Campaigns.
  2. Used as targets for PD (Product Display) Campaigns, provided you have access to Advertising Console (formerly called AMS).
  3. Examine their detail pages and learn from major keywords and/or themes used to improve your own product listings.
  4. Target competitor brand names in [Conquest] campaigns.It also gives you a very clear idea of who your competitors are, but you likely already know that : )
    Top 20 Search Terms by Sales

The top 20 search terms ranked descending by 7 Day Total Sales (Column L). Helpful in understanding where most of your ad revenue is coming from.

Top 20 Search Terms by ROAS

This section uses a metric well-known to those of us in the paid advertising world called ROAS, or Return on Ad Spend, which is measured as a ratio but in the case of Amazon’s report, is expressed as a decimal. So if in Column N a number reads 36.97 that means for every 1 $/€/£ you spent on advertising you’ve earned 36.97 $/€/£ in revenue. This of course doesn’t take into account things like COGS, shipping costs and other things that affect margins, but it’s still useful. These search terms are providing the best return on your advertising investment.

Branded Search Terms with Orders

This section includes any search term with one of the brand names you entered. These should be active as keywords inside of a [Brand] Campaign so the ACoS % and revenue can be broken out separately for reporting from generic and category keywords. This section also allows you to see what kind of brand awareness you have on the marketplace.


Above Target ACoS and Above Target Ad Spend

Above Target Ad Spend with Zero Orders

Below Target Click Through Rate (Minimum of 1000 Impressions)

Worst Performing Search Terms by ROAS




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One Reply to “Using our custom Amazon STR Analyzer tool”

  1. kapil kataria says:

    Search Term analyzer tool – How can we get access to it ? Can you pls share.

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