Synonyms from the Search Term Report — shoppers' actual queries, already converted.

Every other synonym source in this module is an estimate of what shoppers might type. The Search Term Report is different — it's a record of what they did type, on your product, that produced a click or a sale. If you're already running Sponsored Products, you're already paying for the data; not mining it for organic SEO is leaving money on the table.

Where the report lives

Seller Central → Reports → Advertising Reports → Sponsored Products → Search Term Report. Export with the longest time window the account allows (60–90 days is typical) and the lowest aggregation level ("Search Term"). Vendor accounts get the equivalent under the Amazon Ads console.

The four columns that matter

• Customer Search Term — the literal query the shopper typed.
• Impressions — proxy for shopper demand against your ad.
• Clicks — proxy for whether your listing competes for that query on the SERP.
• 7-day Conversions (Orders) — the proof the query is buy-intent for your specific product.

The three filters that surface the gold

1. Converted-but-not-in-title. Filter for orders > 0, then cross-reference each search term against the current title text. Every match here is a paid query you're already winning that the organic listing isn't capturing — pure upgrade candidates.
2. High-impression / low-CTR. Queries with thousands of impressions but a CTR below the campaign average. These are queries Amazon associates with your listing but shoppers aren't clicking — sometimes a wrong match, sometimes a wrong main image. Either way, intelligence about how Amazon perceives the listing.
3. Long-tail conversions. Queries with 1–3 orders and impressions in the low hundreds. Aggregated, the long tail often outvalues the head. Each one is a free intent-rich synonym for backend search terms or A+ alt text.

Cleaning the export

• Remove competitor brand names. Amazon may have served your ad on a competitor's brand query — you can pay for that, but you can't put it in organic copy.
• Remove ASIN strings. Search terms beginning with "B0" are Amazon's internal ASIN-as-query format from Sponsored Display retargeting — not real shopper language.
• Normalise capitalisation, punctuation and obvious typos. Keep the misspellings that have real volume — those are backend-search-terms gold (Episode 18).
• Strip duplicates by stemming. "loaf pan" and "loaf pans" are the same harvest entry; their volumes add for evaluation purposes.

Why this source punches above its weight

The Search Term Report is the only synonym source with the conversion variable already attached. Episode 14 (evaluation) weights search volume against intent — but the Search Term Report's "orders" column is intent already proven. A query with 8 orders in 60 days against your ASIN is the highest-quality synonym in your entire list; every other source's candidates are theoretical until they're tested.

The chicken-and-egg problem

This source only works on accounts already running Sponsored Products with at least some auto-targeting or broad-match exposure. New listings without ad spend can't generate the data. The escape: launch with a small auto-targeting Sponsored Products campaign specifically to generate Search Term Report data for the first 30 days — the spend is research budget, not customer acquisition.

How this feeds Module 6 and Module 9

For Module 6, the Search Term Report contributes a small-but-elite list — usually 15–40 high-confidence synonyms per ASIN. For Module 9 (Sponsored Ads), the same data feeds the keyword-promotion workflow: any query with strong organic conversion deserves its own manual keyword campaign. The two modules share the spreadsheet; they just operate on different columns.