搜索词

通过广告搜索词报告，您可以了解买家在亚马逊上搜索时输入的带来至少一次点击的搜索词。

您可以使用此报告来识别买家使用的效果出色的搜索词，并针对不符合您目标的搜索词创建否定关键词或否定商品定位。

商品推广活动的搜索词报告在“广告活动管理”中以页面的形式和可下载报告的形式提供。报告提供最近 65 天内的自定义日期范围。

注意： 在该报告的买家搜索词列中，除了“手机壳”这类较为传统的搜索词之外，您可能还会看到诸如“b00ipgvvz4”的字母数字条目。这些字母数字条目对应于 ASIN 和展示您广告的相关商品详情页。您只能看到作为自动定位广告活动的买家搜索词列出的 ASIN 相关条目。您无法通过否定关键词来屏蔽 ASIN，也无法针对手动定位广告活动中的 ASIN 竞价。

 亚马逊官网原文详情：

Search terms

The advertising search terms report gives visibility into the search terms that are entered by shoppers searching on Amazon and resulted in at least one click.

You can use this report to identify high performing searches from shoppers and to create negative keyword or product targets for search terms that aren't meeting your goals.

The search term report is available for Sponsored Products campaigns as a page in the campaign manager, and as a downloadable report. The report offers a custom date range of the last 65 days.

Note: In the customer search term column of the report, you may notice alphanumeric entries such as “b00ipgvvz4” in addition to more traditional search terms such as “phone case”. These alphanumeric entries correspond to ASINs and the related product detail page on which your ad displayed. You will only see ASIN-related entries listed as customer search terms for your automatic-targeted campaigns. You cannot block ASINs through negative keywords, or bid for ASINs in manually-targeted campaigns.

 文章来源：亚马逊官方网站