Where to Find This
Go to Advertising Analytics and click the Keywords and Search Terms tab. Scroll down to the Search Term Analyzer section. This table shows performance broken down by search term, with the option to expand each term and see which campaigns it's running in.
Filtering for $0 Sales
In the Search Term Analyzer, locate the Unit Sold column filter.
Set Unit Sold equal to 0.
The table will now show only search terms that had ad spend but zero orders in your selected date range.
Sort by Spend descending to see where the most money is going with no return.
To see which campaigns each term is running in, click the + icon next to any search term. This expands the row to show campaign-level performance for that term — useful when the same search term appears across multiple campaigns at different efficiency levels.
Exporting for Bulk Cleanup
Once you've confirmed the filter, click More Options and select Export Data. Use Summarized Data and export as XLS format. The export supports up to 150,000 rows, so you'll get the full list of zero-sale search terms with their associated campaigns in one file. This is the most efficient way to build a bulk negative keyword upload for Seller Central.
Before negating: Amazon's attribution window for Sponsored Products is typically 7 days. A search term with spend from yesterday and no orders yet isn't necessarily a wasted term — the purchase may still come through. Use a date range of at least 14 days when running this analysis, and focus on terms with multiple clicks and sustained spend over time, not single-click outliers.
What to Do with the List
For each term in your export:
Clearly irrelevant to your product (wrong category, wrong audience, competitor brand you're not targeting): add as a negative exact match at the campaign level.
Vaguely related but consistently not converting: add as a negative exact match and monitor whether ACoS improves.
Appears relevant but has very low spend (1-2 clicks): give it more time before acting. The sample is too small.
Appears in multiple campaigns with $0 sales across all of them: negate at the portfolio level rather than campaign by campaign.
Weekly habit: Running this filter takes under two minutes. Making it a weekly task on your auto campaigns and a monthly task on broad match manual campaigns will steadily improve ACoS as budget shifts away from non-converting terms.
Finding High-ACoS Search Terms
The same Search Term Analyzer workflow works for finding terms that are converting — but at a cost that's too high. Clear the Units Sold filter and set an ACoS filter instead.
How the ACoS filter works: ACoS is entered as a decimal in the filter. To filter for terms above 70% ACoS, enter 0.7. For above 50%, enter 0.5. The system will display ACoS as a percentage in the table, but the filter input uses the decimal equivalent.
Clear any existing Units Sold filter.
Set the ACoS filter to greater than your target threshold (e.g., enter 0.7 to surface all terms above 70% ACoS).
Sort by Spend descending to prioritize the highest-cost offenders first.
Click + next to any search term to see which campaigns it's running in and whether the high ACoS is consistent across campaigns or isolated to one.
The same export workflow applies: click More Options → Export Data → Summarized Data to get the full list for bulk bid adjustments or negation planning.
Before acting on a high-ACoS term, check the conversion rate alongside ACoS. If conversion rate is low, the problem may be a listing issue rather than a targeting issue — lowering the bid won't fix it. If conversion rate is normal but CPC is high, reducing the bid is the right call. If the term is genuinely irrelevant to your product, negate it entirely.