Why are there ASIN's in my Search Term Reports for Amazon PPC?

Every single person who has ever done Amazon Advertising has come across this question at one point in their career. It normally goes something like this:

Why are there ASIN's in the search term report? Does that mean someone was searching for an ASIN in the search box of Amazon?

Does that mean someone actually typed in an ASIN? No. Most customers do not even know what an ASIN is.

asin in search term report

What it means: A customer was viewing a product detail page, and your product appeared as a Suggested Sponsored Product.

asin in search term report example

There are some edge cases where you can also get ASIN's in your search term report for appearing on a search page where that ASIN also appeared, but that is more rare.

Further reading: Recently, the Ad Badger team did a deep dive looking into the use of Negative ASIN's: https://www.adbadger.com/blog/amazon-ppc-education/investigating-the-use-of-negative-asins-in-auto-campaigns/

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