Amazon PPC Search Term Impression Share Report - Complete Guide for Amazon Advertising

Published on October 16, 2025

About this video

For personalized assistance with your Amazon Advertising strategy, visit https://amazoniappc.com

Learn how to use Amazon's Search Term Impression Share Report to optimize your Amazon PPC campaigns and improve your Amazon advertising performance. This report shows your exact ranking position compared to competitors and reveals how much impression share you're capturing for each search term.

In this Amazon ads tutorial, I explain how this powerful Amazon PPC tool works differently from the regular search term report. You'll see real examples of how you can be ranked number 1 for a keyword but still only capture 14% of impression share, which means increasing your bid won't help you gain more market share.

I cover practical Amazon PPC strategies for product launches and show you how to identify bidding opportunities when you're ranked in positions 2-8. The report helps you make smarter bid adjustments and select the right sponsored products campaigns to push for better rankings.

This Amazon advertising strategy is especially valuable during product launches when you need to understand your competitive position quickly. While the report has a 2-day lag, it provides crucial data for Amazon PPC optimization and helps you avoid wasting budget on maxed-out search terms.

Whether you're running sponsored products, sponsored brands, or other Amazon ads campaigns, this search term impression share data will transform how you approach Amazon PPC marketing and campaign optimization.

Contents: 0:00 What is Search Term Impression Share Report 0:23 Number 1 Ranking with Only 14% Impression Share Example 1:08 Position 2 Ranking Analysis and Bidding Strategy 1:46 Multiple Campaign Targeting Same Keywords 2:28 Lower Ranking Positions and Opportunities 2:45 Product Launch Applications 3:07 Report Limitations and 2-Day Lag 3:36 Budget and Bid Adjustment Strategies

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Transcript

Hi guys, in today's video I would like to talk about search term impression share report. So it's not search term report, it's search term impression share report and what it does it gives you an information on how what's your actual rank in terms of comp uh when you compare to your competitors and what's the impression share for each single impression uh each single search term that you're chasing. Here I want to show you the example. It's a perfect for example that for a for a for one search term which is by the way very important. Uh you may be ranked at position number one which means that there's nobody out there on Amazon in this marketplace who is having better rank than you on this uh search term. And still by being number one you only have 14.42% of impression share. So whatever you do, you can increase the bid, you can change the creative, whatever you do, you will you will not be able to take more of the market share for that search term. It's just it, you know, and it gives you also pretty significant information. So don't lose time on that search term. You're finished. That's it. Move on. Now, now let's select Now let's select some of the other ones. For example, for this one, you can see that you are position number two. It means there's only a single competitor better than you and who takes more of of impression share than you. And this is signals that probably you could bid more on this one. And because currently you're only taking 16.77% of impression share. So by increasing bid by bidding aggressively then you can increase your impression share overall and you can track track this day after day and see what is the sweet spot of bid adjustment until you get to the rank number one you know before they starting attacking you. Now you can see also here in the in the column F there are number of campaigns that in different campaigns we are having the same search term appearing. Now there are many people who will say you you don't want to have that because you need to negate and everything but for this this account is a little bit specific but you need to to factor in that we may select this this campaign in exact to push for this keyword and get to the position number one. you know, we don't have to increase the bid, of course, in every single campaign, but select one where we think uh we can nail this uh specific keyword. That's usually with the sponsor product exact match campaigns. Uh and then there are the the opportunities where you know obviously the the lower the rank the less impression share you have. So for example here position number eight it means there are seven competitors who are having better search impression share than you are. So there's an opportunity here to also boost to increase the bits and then grab more of of the uh impression share. This is particularly useful during product launches. The only downside is that this report gets updated with a two days lag. At least that's was the case the last time I checked. Maybe now the Amazon fixed that, but it's usually two days behind. So if you start your product launch today and it's Wednesday, on Friday you will have the data from Wednesday. That's the limitation of it. Maybe through API you can get it faster, but I'm not sure. You can check that. And during the product launch, you can easily see where you standing with your bid. Are you bidding too low or are you maybe uh on point? You know, I wouldn't say that you're bidding too high uh in a product launch, especially if you wanted to be aggressive, then that would be perfectly fine to get position number one in as a impression rank because, you know, we'll grab the biggest chunk available even if that's 80% by being 18% by being first or you know, 90% by being first. So I encourage you to use it through uh throughout the product launch because it will give you that fine um edge over what's uh what's happening. So you can adjust the budget just a little bit in bits. So let me know what you think in the comments and see you in the next video guys. Say bye.

Frequently asked questions

What does it mean when you are ranked number one for a search term but your impression share is still only around 14%?

Impression rank shows your position relative to all other advertisers competing for a search term, and impression share shows the percentage of total available impressions for that term that your ads captured. Being ranked number one means no competitor is winning a larger share than you, but the share available to any single advertiser is capped by the total number of advertisers and placements competing for that term. A 14% impression share at rank one means the term has many active advertisers each capturing a fraction of impressions, and your fraction is already the largest. Increasing your bid further will not materially increase your impression share because you are already at the practical ceiling for that search term given the competitive density. The data signals that budget is better redirected toward search terms where you hold a lower rank and lower impression share, meaning there is real room to gain ground with a bid increase.