A Search Term Report is an Advertising report that Amazon provides in order to let you know what search terms shoppers use to find products related to yours. It's an excel file with all the sales, clicks, and orders data of the last 60 days of your campaign.
These reports are necessary to optimize your PPC campaign.
A Search Term Report shows all the search terms used by consumers that reached your product, the number of clicks, and the placed orders.
To identify what non-relevant keywords drive traffic to your product.
For example, if you're sponsoring "plastic spoons" a possible non-relevant keyword could be "wooden spoon" as it is a completely different product to yours. As we can see it drives traffic but doesn't generate sales, so you can add it to our negative keywords.
To identify which keywords convert more/less, to modify the bid per click.
For example, if you're sponsoring a "plastic spoon" and you see that the keyword "spoon" is generating more conversion than the keyword "stainless steel spoon", you'll need to increase the bid per click of the keyword converting the most, which in this case is "spoon".
To identify new search terms and add them to your keywords.
From automatic campaigns. For example, if you're sponsoring "plastic spoons" a relevant keyword in the automatic campaign could be "spoon", so this is a keyword to add to your campaign.
From broad or phrase match keywords
When you identify the non-relevant keywords, usually in the automatic campaign, you can add them to your negative keywords.
Amazon Advertising Console > Reports > Search Term Reports
On your Search Term Report, you can find the expense data and search terms actually used and affected by keywords and competitor’s product detail pages. If you find an ASIN in the Search Term column, it means that it came from a competitor’s product page. So, the consumer was on a competitor's page, he found your product and clicked on it.