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Sponsored Products Search Term Impression Share Report (SP & SB)

With this report, advertisers can compare their share of impressions from Sponsored Products campaigns to those of their competitors who are targeting the same search term.

Availability: Available both for Vendors & Sellers (SP & SB)
Reporting Frame: Daily view & summary view (collated data for selected date range)
Max lookback reporting Date range: Last 30 Days

About The Report

Sponsored Products Search Term Impression Share report is available through the list of downloadable reports in the Amazon Console. It provides insights about the percentage of impressions that any Sponsored Products campaign received out of the total number of impressions that it was eligible to receive.

In essence, the Sponsored Products Search Term Impression Share report tells you how many auctions you’re winning on a given search term.

It’s also a great way to measure your top-of-search impression share.

  • To access the Sponsored Products Search Term Impression Share Report, advertisers can log in to their Amazon Advertising account. Navigate to the Measurement & Reporting tab > Create Report > Sponsored Products/Sponsored Brands Report > Search Term Impression Share. The report can be customized to display data for a specific date range and scheduled to run now, in the future, or in a recurring manner.
  • This report provides two metrics: Search Term Impression Rank (STIR) and Search Term Impression Share (STIS).

    provides your numeric ranking in terms of impression share for that keyword. The lower the rank, the better your ad placements are. So, if the STIR is “1,” then you have the highest impression share. You also probably have the highest top-of-search impression share.

    If your STIR ranking is low, you may want to increase your bids in order to gain more top-of-search impression share.

How to Leverage the Reports

  1. Win more potential impressions. This report identifies opportunities to win a higher share of impressions against targeted search terms.

    If your Search Term Impression Share (STIS) is 100%, that means you are winning the auction 100% of the time. If your impression share is much lower, you are losing many auctions, and you might consider bidding up next time to increase your top-of-search impression share.

    Let’s say customers searched for a particular term 100 times. Your ad was eligible for all of those searches. If you had a 75% STIS, that means, out of the 100 eligible auctions, your ad appeared 75 times. Competitors took that spot 25 times.

    The STIS is important because it helps you decide whether to bid higher to win all 100 times or not. To make this decision, you should also look at the STIR and other ad performance metrics, such as ACOS and ROAS.
  2. Cut bids on non-converting search terms where you hold the top spot. Comb through all of your search terms where you hold a Top 5 spot. Assuming your goal is to optimize for ROI: If any of these search terms have low conversion rates, then you should lower your bids. There’s no point in winning so many top-of-search placements and impressions if the search term isn’t converting for you.
  3. Data headers available in the report:
Start Date & End Date
Customer Search Term
Search Term Impression Rank *(STIR)
Search Term Impression Share *(STIS)
Match Type
Portfolio name
Campaign Name
Ad Group Name
Click-Thru Rate (CTR)
Cost Per Click (CPC)
14 Day Total Orders (#)
14 Day Total Sales
Total Advertising Cost of Sales (ACOS) 
Total Return on Advertising Spend (ROAS)
14 Day Conversion Rate

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