Marketplace Compass

When most Amazon sellers think about the Search Term Report, they use it to glance at top-performing keywords. Maybe adjust a few bids. Then move on.

But when you know how to really read that report? It becomes a blueprint for better rankings, smarter ads, and higher conversions.

That’s exactly what happened with this client—a Scandinavian brand selling beautifully made wooden educational toys for toddlers.

The products were top-notch: Montessori-inspired, sustainably sourced, visually stunning. But sales had hit a ceiling. Traffic was there, but performance wasn’t moving.

So I stepped in to take a closer look—starting with the data.

Start With the Obvious Wins

The first place I always go? What’s already working—but being underused.

It didn’t take long to spot it.

The term “wooden stacking toy” was one of their best performers. High conversion rate, strong intent, good volume. But somehow… it wasn’t in the title. Not even in the bullets.

Instead, the listing leaned on vague terms like “early learning toy” and “Montessori play.”

So we fixed that:

• Updated the title to include “wooden stacking toy”
• Added the term (and variants) to bullets and backend fields
• Created a dedicated PPC ad group with higher bids for this proven keyword family

Sometimes it really is as simple as connecting the dots. Immediately, we saw better click-through rates, stronger ad performance, and a bump in organic visibility.

But the deeper wins came from what the report also revealed.

Spotting the Missed Signals

Once we locked in the easy wins, I looked for patterns that most sellers miss:

1. High Impressions, Low Clicks

One keyword—“toddler learning games”—was driving thousands of impressions but had a dismal click-through rate.

That told me Amazon thought the product was relevant—but the shopper didn’t.

Looking at the title and main image, it made sense. The photo didn’t show the toy being used in any “game-like” context, and the copy never framed the experience as a “game.” To shoppers searching for something fun and interactive, this toy looked a little too… static.

We removed the term from ads, tweaked the copy to better reflect how the toy is used, and let that keyword go. Relevance matters, but perceived relevance matters more.

2. High CTR, Low Conversion

Another term—“Montessori color sorting toy”—had a fantastic CTR. Clearly, people were clicking. But conversions? Not happening.

This meant the title and image were doing their job… but the product detail page (PDP) was falling short.

Turns out, the listing didn’t include any photos showing how the sorting activity worked. No close-ups of the pieces in action. No explanation of what age group it was ideal for. It looked nice—but it didn’t teach.

So we:

• Added a lifestyle image showing a child using the toy for sorting
• Updated the bullets to highlight developmental benefits
• Clarified age appropriateness and included it in the A+ content

The conversion rate improved within days.

The Results

After just a few targeted changes driven entirely by the Search Term Report:

• Sales grew by ~30% in the following month
• The client gained clarity on how their audience actually shops
• Ad spend became more efficient, with fewer wasted clicks and better returns
• Organic rank improved for the most relevant, highest-converting terms

No product overhaul. No new launches. Just listening to the data—and acting on it.

The Takeaway

Your Search Term Report isn’t just a list of clicks and conversions. It’s a map.

• If a keyword converts, but it’s not in your title? Add it—immediately.
• High impressions, no clicks? Your image or copy isn’t matching search intent.
• High clicks, no conversions? Your PDP is under-delivering on the promise.

There’s a story hiding inside every column. You just need to know how to read it.

Curious what your Search Term Report is trying to tell you?

Book a strategy session or send me a message. I’ll help you find the wins you’re already halfway to achieving—and the ones you’re probably missing.