Why search term data is the most underestimated lever on Amazon

Most brands think they understand what their customers are searching for. The reality? They don’t.

Because what you think customers are searching and what they are actually typing into Amazon are often two very different things. And that gap is where performance is either won… or wasted.

Keywords vs search terms: the fundamental misunderstanding

One of the biggest mistakes brands make is treating keywords and search terms as the same thing. They are in fact, not.

• Keywords are your assumptions

• Search terms are real customer behaviour

Keywords are what you input into campaigns. Search terms are what customers actually type into the search bar. This is where the real insight lives and I think is generally overlooked.

If you’re not regularly analysing search term data, you’re not optimising, you’re guessing.

The most effective brands treat search term data like a language. They study patterns, intent, and nuances. Over time, this becomes the foundation for building high-performing long-tail keywords that reflect real buying behaviour.

Understanding match types

Amazon gives you three primary match types for a reason. Each plays a specific role:

• Broad match → discovery

• Phrase match → validation

• Exact match → scale

The problem is not the tools, it’s how they’re used. Broad match, in particular, is often misunderstood. It’s one of the most powerful ways to uncover new opportunities and expand reach. But it’s also where wasted spend builds quickly if left unmanaged. This is why structure is critical.

A simple but effective approach:

• Keep Broad match in separate campaigns or ad groups

• Monitor performance closely

• Control budgets to prevent it cannibalising high-performing Exact campaigns

Broad should be used to learn, not to scale blindly.

Negatives: the most underused lever in advertising

If keywords define where you show up, negatives define where you don’t. And that distinction is monumental. 

Negatives allow you to:

• Cut wasted spend quickly

• Control traffic quality

• Improve efficiency without increasing budget

Yet, they remain one of the most underutilised tools in Amazon advertising. This is especially important in categories like vitamins, minerals and supplements (VMS), where intent is highly specific.

For example, someone searching for “energy gummies” is not looking for energy drinks. If you’re not excluding irrelevant terms like “drinks,” you’re paying for clicks that are highly unlikely to convert. It’s a simple fix, but one that has a direct impact on performance. 

Need support with advertising on Amazon? Get in touch with 17VERDE's team of experts.