Buried treasure in your Seller Central? Yep, it’s real

If you’re not mining your Search Term Report like a gold prospector in the 1800s, you’re leaving stacks of cash buried in the Amazon dirt. 💸

I’m talkin’ about the kind of keywords that bring in sales on autopilot—without guessing, overthinking, or spending a fortune testing random stuff.

These are the hidden gems that Amazon customers are already typing… but you’re not bidding on (yet).

Let’s crack this baby open. 🧨

🚀 “How I Found a $27,000 Keyword in a 97-Page Report”

Back in 2021, I was selling a compression knee sleeve.

My ads were fine. ACOS was decent. Life was... meh.

Then one weekend, I sat down with my second iced coffee ☕️ and thought:

So I cracked open the Search Term Report.

97 pages long.

😵 Felt like reading War and Peace… if it was written by a robot on caffeine.

But buried on page 74, under a long-tail phrase I’d never targeted directly, was this juicy term:

🪙 "knee brace for post surgery meniscus"

✅ 46 orders in the last 30 days
✅ ACOS under 15%
✅ I wasn’t even bidding on it

🤯 That one phrase brought in $27,384 over the next quarter after I created a specific campaign around it.

🧭 Why the Search Term Report = Your Amazon Treasure Map

Here’s what Amazon doesn’t tell you in flashy webinars and gurus don’t mention in clickbait thumbnails:

Your best keywords might not even be in your keyword list.

They come from:

• Real shoppers' search behavior

• Match types that pull in unexpected terms

• Automatic campaigns that stumble on gold

And Amazon hands you this intel every week… but most sellers never open it.

📊 Step-by-Step: How to Mine Your Search Term Report Like a Pro

Let’s make this easy. Here’s my 3-day-a-month system:

✅ Step 1: Download the Report

Go to:

• Seller Central → Reports → Advertising Reports

• Choose: Search Term Report

• Timeframe: Last 30 days

• Format: Excel or CSV

🛠 Pro Tip: Do this monthly and label each file with the date.

✅ Step 2: Sort the Gold

Open it and sort by:

• 7-Day Total Orders (highest to lowest)

• Then filter by ACOS under 30%

• Then eliminate branded terms (unless you're building brand defense)

Now you’ve got a list of converting terms with solid ROI. 💪

✅ Step 3: Identify the “Surprise Hits”

Look for:

• Long-tail phrases you didn’t intentionally target

• Search terms with high orders but low impressions (underutilized)

• Weird spellings or slang (like “brace for men knee post op”)

Add these to:

• New exact match campaigns

• Your listing copy (hello organic rank!)

• Your backend keywords

✅ Step 4: Cut the Waste

Flip the sheet and sort by:

• High spend + zero sales

• Set negative keywords for these suckers.

This saves $$$ and lets you re-invest it into winners.

🎯 Real Talk: Why Most Sellers Miss This

Because it’s boring.

It’s not sexy like launching new products or tweaking images.

But I’ve seen sellers DOUBLE their profit just by tuning up their ads using this one report.

And once you do it once, it becomes addictive.

Kinda like the feeling when your phone lights up with a new sale notification every hour. 📲💥

📦 Bonus: What to Do With Long-Tail Converters

Once you find a keyword like:

➡️ “natural deodorant for teens that actually works”

You should:

• Write a headline ad using that exact phrase

• Add a bullet point in your listing that says “actually works for teen odor” (ew, but effective)

• Target it with exact match in a new campaign

• Use it as a seed keyword for Helium 10 or Brand Analytics to find more like it

Boom. One keyword → multiple uses → long-term ROI. 📈

🧠 Big Lesson

If you’re spending money on ads but not reading the data, it’s like pouring water into a bucket with holes.

The Search Term Report is your plug. Use it right, and your ad spend becomes a sales machine. 🔧💵

🧁 Repeatable Proverb

💡 “He who controls the search term report, controls the goldmine.”

🤠 Final Word from Ryan

Don’t be that seller who blindly boosts budgets but never checks what’s working.

Be the seller who turns Amazon data into daily payday.

Your keywords are talkin’. Are you listening?

Now go mine that gold. 🏆

Stay scrappy,
Ryan Keene
Amazon Ads Whisperer, Knee Sleeve Keyword Sheriff 🤠
📓 “Still carrying a leather notebook, still hunting ROI”