Amazon generates structured data sets from your account activity. Each report covers a specific area: orders, inventory, settlements, fees, reimbursements, and more. The fields on each page show exactly what data that report contains and how it is labeled in Amazon's system.
.svg "Gorilla ROI")
4.8 Rating · 11k+ Downloads · Trusted by Sellers
Last updated -
June 18, 2026
Review Summary
✅ Customer search term data combining Sponsored Products, Sponsored Brands, and Sponsored Display into a single report — showing exact queries that triggered your ads with spend, attributed sales, purchases, and units sold across 1, 7, 14, and 30-day attribution windows.
✅ ACOS, ROAS, CPC, CTR, conversion rate, and viewable impressions per search term and matched keyword combination.
✅ New-to-brand units ordered, same-SKU sales, and conversion fields across multiple attribution windows to measure true search term profitability.
The Amazon Advertising Search Term Report is a customer search term-level breakdown of Amazon Advertising performance data. It shows the exact queries that triggered your ads alongside spend, attributed sales, purchases, units sold, ACOS, ROAS, and new-to-brand metrics, with each row tied to the keyword or targeting term that matched the search. This report is part of our Amazon Advertising API Reports dataset.
Supported Fields
What Sellers Use This For
Finding irrelevant search terms to negate. High spend with zero orders on a search term is your signal to add it as a negative keyword before it drains more budget.
Discovering new keyword opportunities. Search terms converting at low ACOS that you are not bidding on directly are candidates for exact match campaigns.
Measuring same-SKU versus total conversion. Same-SKU sales fields show whether a search term is converting on the advertised product or sending buyers to other ASINs in your account.
Tracking new-to-brand search term performance. Units Ordered New To Brand 14d ties specific customer queries to first-time buyer acquisition so you can see which searches are building your audience.
How Gorilla ROI Pulls This Data
Gorilla ROI connects to the Amazon Ads API using the SearchTerm operation. Sponsored Products, Sponsored Brands, and Sponsored Display data are combined into a single pull — no separate reports to merge manually. Data updates automatically on a regular schedule. No csv exports. No manual downloads. The numbers are current the moment you open the sheet. Feed AI with our data to stay on top and ahead of your business.
For field definitions, see the Amazon Seller Data Supported article in our help center.
Other Amazon Advertising API Reports and Fields
Frequently
Asked Questions
What is a Seller Central report?
Where does Gorilla ROI get this data?
We pull directly from Amazon's Selling Partner API. No third-party intermediaries. No manual csv exports. The data comes from Amazon's own reporting infrastructure, the same source Seller Central uses to generate your reports.
How current is the data once it's connected?
Data refreshes automatically on a regular schedule. The exact cadence varies by report type based on how frequently Amazon makes that data available through the API.
Do I need to download anything or export from Seller Central?
No. Once connected, your account data pulls automatically. There are no csv files to export, no manual steps, and no scheduled downloads to manage.
Can I pull multiple reports at the same time?
Yes. Each report maps to a separate dataset. You can pull as many as your account supports and work with them side by side.
What does the "API" column in the field table mean?
It identifies which Amazon SP-API endpoint provides that data. Different report types pull from different APIs: the Reports API, Orders API, FBA Inventory API, Product Pricing API, and others. This helps you understand the data source behind each field.
Are all fields listed on each page actually available in my account?
Field availability depends on your seller account type and the marketplaces you sell in. FBA-specific fields, for example, are not available to FBM-only accounts. The fields listed reflect what Amazon exposes through the API for that report.
What if I don't see a report I need?
Check the data-supported page for the full list of reports we pull. If the report you need is not there, contact our support team. We add reports based on seller demand.
Manual Exports Waste Your Team's Time
Replace the Manual Spreadsheet Work and Save 40 Hours a Month
