What's New in WisePPC: Search-Term, Brand Analytics, and Seller Economics Reports

WisePPC has always read your official Amazon Advertising data and stored deeper history than Amazon’s own screens keep. Over the last few months we’ve extended that same approach to the seller side of your business — profitability, finances, listing-level demand, and brand-search competition — and shipped a dedicated report for the one thing Amazon just made harder to see: your search terms.

Here’s everything that’s new, why it matters, and exactly what each report helps you decide.

The Amazon search-term change — and our dedicated Search Term report

In mid-July 2026, Amazon changed how customer search terms populate in its advertising reports. Search-term text is now returned only for queries that actually earned a click; the long tail of impression-only queries is no longer exposed anywhere in that API, and the change applied retroactively across accounts. (This is Amazon aligning the field to its own documented behavior — not an outage, and not something a third party can reverse.)

If you rely on search-term reports to harvest keywords and add negatives, you likely noticed the gap. We did too — because our Unified Report sourced its search-term breakdown from the field Amazon narrowed.

What we did about it. Your Unified Report totals — impressions, clicks, spend, sales — were never affected and stayed accurate throughout. To restore reliable search-term detail, we stood up a dedicated Search Term report on its own data pipeline, kept in a separate table so it never mixes with your Unified Report totals. It surfaces the search terms that earned clicks — exactly the ones worth harvesting into exact-match keywords or cutting as negatives — with the full performance picture next to each: impressions, clicks, CTR, CPC, spend, orders, sales, ACOS, ROAS, conversion rate, and new-to-brand impact. Where a “search term” is actually a product (ASIN targeting), we decode it into the real product name, brand, and image using your own catalog, so it reads as a product card instead of a B0… code.

And it goes past what the console ever showed. The report breaks any search term down by placement — Top of Search, Rest of Search, Product Page — and by the ad and advertised product that earned it. Amazon does not offer either cut: its search-term report stops at campaign, ad group and target, while placement lives in a separate report that carries no search terms at all, and neither one tells you which ad served.

That gap matters because placement is where the money moves. A term can pay at Rest of Search and bleed at Top of Search, and in the console those two are averaged into one number — so you end up setting a Top-of-Search bid multiplier for a whole campaign of mixed terms and hoping. Seeing the split per term is what turns that multiplier from a guess into a decision. The same goes for the ad breakdown: in an ad group running several ASINs, Amazon attributes the term to the group, so you cannot tell which product the term actually sold. We ship both as one-click views — Search Terms Placement and Search Terms Triggering Targets.

The honest bound: this reliably gives you back the engaged search terms — the ones that convert. The impression-only tail Amazon stopped sharing is gone platform-wide for everyone. For day-to-day optimization, the engaged terms are the ones that move ACOS anyway.

More visibility into your ads: Converted Product

Amazon attributes a sale to your ad even when the shopper buys a different product in your catalog. Our new Converted Product report groups performance by the product a shopper actually purchased — and an “Advertised → Converted” view shows the halo effect directly: which campaigns quietly drive sales of your other ASINs. It carries orders, sales, units, detail-page views, add-to-cart, and new-to-brand metrics, so you can value a campaign on its total catalog impact, not just the advertised ASIN.

Brand Analytics: the join Amazon makes you do by hand

Amazon publishes the pieces you need here as two separate Brand Analytics reports, and neither is much use alone:

• Search Catalog breaks your products out by shipping speed, but tells you nothing about who you’re competing with.
• Search Query carries the search-term funnel and the competition data, but not at the level of your catalog.

Answering the question you actually have — who is taking this sale, and why — means exporting both and joining them in a spreadsheet. We’ve done that join.

• Search Catalog · Competition puts your funnel and the market’s side by side at every stage — impressions → clicks → cart-adds → purchases — per product, keeping the shipping-speed breakdown, and adds the median price buyers actually paid at each step on both sides. That last part is the useful bit: it separates “we’re losing on price” from “we’re losing on delivery speed,” which are very different problems. It also shows how many distinct terms each product is competing on.
• Search Query Performance gives you the same full funnel from the query side — the whole marketplace’s volume next to yours, so the queries where you draw impressions but no cart-adds stand out.

One thing to know when reading these: search visibility accrues whether or not you have stock. An out-of-stock ASIN keeps collecting impressions and clicks with little or nothing converting behind them. That isn’t a gap in the data — it’s the clearest lost-demand signal in the report.

The seller side: profit, traffic, and finances

Revenue isn’t profit, and Amazon’s native screens don’t make the difference easy to see. Three new reports close that gap (all built on the Amazon Selling Partner API):

• Product Economics / P&L — a true per-ASIN profit-and-loss: net sales, Amazon’s fee breakdown, ad spend, cost of goods, TACOS, and net proceeds per unit and net margin. Rank products by what you actually keep — and catch the ones that sell well but lose money after fees and ads. Cost of goods reads from Seller Central today and shows as 0 if you haven’t set it there — which many sellers deliberately haven’t, since Amazon values reimbursements off that figure and its own estimate often exceeds the real cost. Every other line in the report is accurate regardless, and we’re building cost management inside WisePPC so you get true profit without publishing your costs to Amazon at all.
• Sales & Traffic by ASIN — listing-level demand for every ASIN in your catalog: sessions and page views split by mobile app vs browser, buy-box percentage and buy-box views, unit-session conversion rate, average unit price, units ordered against units actually shipped, and refund rate — each with a B2B twin, so Amazon Business demand stops hiding inside blended totals. Sessions and page views are counted at the shared product-detail-page level, so you’ll see traffic on an ASIN even when you’re out of stock or another seller holds the listing — a direct signal that demand is still there and worth restocking. (Conversion and buy-box naturally read low on ASINs you aren’t actively selling — that’s the data working as intended, not a glitch.)
• Transactions Ledger — a reconcilable cash ledger of every transaction Amazon posts, following the deferred → released → disbursed lifecycle so the totals tie back to your actual deposits. It even folds in the sibling marketplaces (like Multi-Channel Fulfillment) that settle in the same ledger, so nothing silently drops.

What you’ll need to see them

The PPC reports (Search Term, Converted Product) light up with an Amazon Ads connection. The seller reports (Brand Analytics, Sales & Traffic, Economics, Transactions Ledger) read from the Amazon Selling Partner API, so they appear once you’ve connected your Amazon Seller account. If you’ve only connected Ads so far, connecting Seller unlocks the entire seller-side suite above.

Try it

All of these are live in WisePPC today. If you already have an account, log in and connect the accounts you’re missing to see them. New here? WisePPC is free to try for 30 days, no credit card required.

For a shorter overview of the seller-side reports, see Amazon Seller Analytics.