Introducing Amazon Search Terms

Introducing Search Terms – Amazon Advertising 

Amazon has rolled out a new feature in the Advertising Campaign Manager called Search Terms. Essentially, search terms has already been around for a significant period of time and could be located within downloadable advertising reports. These reports generally contain a large degree of data and can be time consuming to sift through. Before we delve into how this new feature can help your advertising campaigns, we must first discuss what search terms are as there can be confusion between what a search term is and what a keyword is. They both appear very similar, but there are significant differences that we will discuss below.

Customer Search Terms

A customer search term is the word(s) or phrase(s) that the customer enters into the Amazon search engine. Below is an example of a customer search term.

As one can see the phrase “bbq glaze sauce” is the term the customer entered into Amazon’s search engine.


Keywords are important phrases and words that Amazon sellers research and use in advertisements. Essentially, keywords are what help customers to the merchants product on Amazon.com. Keywords are what defines a product through the Amazon platform and marketplace. When you create your advertisement on Amazon you will add keywords that are relevant to your product. Please see the example below for this product: Momstir Sweet Heat Marinade & Hot Sauce for Gourmet BBQ, Grilling, Ribs, Oven Roasting Chicken, Pork, Beef, and Anything in the Kitchen (20 oz)

Amazon Search Terms Tool

Now that we know the difference between search terms and keywords, how exactly does Amazon’s Search Terms Tool assist the merchant?

  1. It is easy to use. No longer does one have to sift through excel sheets with large amounts of data. One can now easily find which keywords are performing the best based on search terms.
  2. You can easily sort by the number of clicks per term, the amount spent per term, orders per term, sales per term, and ACOS per term. There are also a variety of other variables in which you can filter a search term by.

  1. You can find keywords that are performing well, and keywords that may be causing unnecessary spend and inflated ACOS. Once you find this information you can easily add unneeded keywords/search terms into negative targeting to block that search or increase the bid on a keyword if it is performing well.
  2. For example: If you have a product named:  Momma Shark Needs a Drink Do Do Do Do Funny Novelty Libbey Stemless Wine Glass with Sayings – Gift for Moms, Birthday, Christmas, Mother’s Day Gifts
  3. The search terms tool may show that a large amount of searches that hit your keywords was from something broad such as gift for mom. If this is creating a lot of spend, but low conversion this tool just helped identify a keyword that can be blocked, which will save your company money! In fact – Amazon encourages this practice! Please see the link below:

Amazon Sponsored Products FAQ

How to Access Tool

To access the new tool please follow these steps:

  1. Go to your Seller Central Main Page.
  2. Under Advertising click on Campaign Manager.
  3. Under your active campaigns – click on the one in which you want to find the search terms for.

4. Once you click on the campaign – you will need to click into the ad group.

5. Once there, one will find the search terms tab.

For further information about Amazon Advertising please view some of our other articles on MyAmazonGuy.com!

Best Practices to Sell and Merchandise on Amazon

Setting up an Amazon account is easy. See a quick guide here. For as little as $39.99/month, you can start your own amazon seller account. Seller central is straight forward, and sending your product to Amazon (FBA) makes the entire experience easier. 

Amazon works great for sellers who are:

Dropshippers – a seller who uses another warehouse ship the products to their customers. 

Resellers – a seller who purchases items to resell.

Brand Names/Private Label sellers -a seller who creates an original product on their own. 

Managing inventory is easy using Amazon Seller Central. ASC will help keep track of your items and can alert you when you are running low.

Many successful stores have come from selling on amazon. Private label is the best way to get your brand known since Amazon does most of the advertising for you. If marketed correctly, and you can see 1000s of sales a month. Many multi-million dollar brands have started by selling on Amazon. Whether you manufacture your own items or resell, you can find plenty of success on Amazon. There are millions of shoppers on Amazon right now, and your product can be shown front and center to these many potential customers. The average consumer is more likely to buy from Amazon because of their protections for buyers and sellers, as well as fast shipping with Amazon Prime. Shipping your products to be Fullfilled by Amazon (FBA) will ensure your customer receives your product quickly, most Amazon Prime customers purchase items from FBA.


Great Keywords – Using programs like Helium 10 and Jungles Scout can help you craft the perfect title and description to get your product the exposure it needs! Using strong keywords can help get your listing attention without paying for ad services. This is one of the most cost efficient ways to get attention to your product.

Beautiful Pictures – Having great images can boost sales as customers tend to buy with their eyes. It is better to have more pictures and a video if possible. Infographics can help customers decide whether they found the right product or not. Large clear images are ideal to help make the sale.

Winning the Buy Box – If you are reselling on Amazon, you’re going to want to win the Buy Box. Winning the Buy Box simply means having a more competitive price on the listing. In this example, the Buy Box is won by Momstirs, so they will most likely sell the product first:

Quality Products – Providing a quality product will improve success rate and feedback which will lead to more sales. Some people believe the cheapest route is the best, but don’t fall into that! If you sell poor quality products, your sales will reflect it. Customer will leave negative feedback and you will receive a lot of returns. Sourcing a quality product should be very important before selling on Amazon.

Great Feedback – Feedback will increase your seller ranking and gives the customer a good reason to purchase from you. There are 3rd party programs that can automate feedback requests from the customers and you are going to need as many good reviews as possible. The more reviews your product has, the more likely your item will sell and the higher it will rank on Amazon. 

Sponsored Products/Promotion – Amazon offers a PPC program to pay to promote your items. If promoted properly with strong keywords, this can convert a lot of sales. If you would like to learn more about advertising on Amazon, please continue reading here: https://myamazonguy.com/advertising-management/

Amazon Merchant Token ID – Instructional Guide

Amazon Merchant Token ID – What is it?


The Amazon Merchant Token ID is an important identification number for Amazon Sellers. It is a way for Amazon to be able to uniquely identify each one of its third party sellers.  The Amazon Merchant Token ID allows you to access Amazon’s extensive Marketplace Web Service (MWS). MWS is an API that connects your third party selling account to a variety of third party software and applications, which are designed to assist and enhance your selling account.  There are also other applications such as the Amazon Merchant Transport Utility, Seller Desktop, and XML feeds which require your Amazon Merchant Token ID.

Video: *Coming Soon*

API Function Examples: 

  • Repricing Software
  • Shipping Software Platforms
  • Content Management Software
  • Inventory Management Software
  • Amazon Pay
  • Integrating your external shop with your Amazon store.
  • SellerDesktop

Amazon Merchant Token ID and the Amazon Merchant Transport Utility (AMTU):

Amazon’s AMTU system alows for easy file tranfers and receiving reports. Your Amazon Merchant Token ID will be needed for this service.   Seller Support:

Your merchant ID is also required in certain situations in which you engage with seller support, to help verify your account, set up tax information or exemptions, and more. It is always good to know what your ID is and have it on hand just in case you need it.

Amazon Merchant Token ID – How to Obtain it

Now that we have gone over the basics of your Amazon Merchant ID, we will discuss how to obtain this information.

We have a video below showing how to obtain it, and a step by step guide.

  1. To find your Amazon Merchant Token ID,  you will logon to your Seller Central dashboard or home page.
  2. You will go to your Settings drop down menu on the top right side of the page and and click Account Info.

3. Once on the Account Info page you will find the Business Information Box and click on the Merchant Token link. Once you click this link Amazon will display your unique Merchant Token. Given this token is unique to each account it should be treated as sensitive information.

4. That is it! You now have all the needed information to obtain your Amazon Merchant Token.

    Frequently Asked Questions: 

1. Where is the Amazon Merchant Token ID used? Seller Desktop, AMTU, 3rd Party Applications, and XML feeds.

2. Is my Amazon Merchant Token ID unique? Yes, each merchant ID is unique to the seller.

3. Where can I find more information regarding my Amazon Merchant Token ID and Amazon MWS? 

Source: https://docs.developer.amazonservices.com/en_US/sellers/Sellers_Overview.html

4. Is the Amazon Merchant ID all I need to set up these accounts? No, there are several other tokens and IDs needed, depending on the applications requirements. You will also need a professional selling account.

5. Can I share my Amazon Merchant Token ID? No, sharing MWS access keys is a violation of Amazon’s Terms of Service and can lead to seller suspension.

What is a SAFE-T Claim on Seller Central?

SAFE-T claims are for reimbursement after Amazon decides to refund a buyer. So this seems to mean that Amazon would refund the buyer first and then a seller files the SAFE-T claim. This may be necessary if the buyer returned the wrong item or it was damaged.

File a reimbursement (SAFE-T) claim

The Seller Assurance for e-Commerce Transactions (SAFE-T) process allows you to file a claim for reimbursement if you want to appeal Amazon’s decision to issue a refund to a customer. At Amazon’s sole discretion, you may be issued a reimbursement in cases where Amazon determines that you were not at fault.

Note: Orders against which you issued a refund to the customer are not eligible for reimbursements.



Amazon Product Optimizer Tool Just Launched to Help Drive Sales to NEW items

Amazon launched a new product optimizer tool. Nothing too exciting here, but every new product should be reviewed in this dashboard to verify it’s covered.


For example in this screen shot you can see the early reviewer program wasn’t enrolled yet. So I went to action that after seeing the tool, as it caught it. But all other best practices were already green check marked.

What is the New Product Optimizer?
New Product Optimizer helps you optimize newly listed products by guiding you through the completion of recommended best practices. The tool will give you the opportunity to see all of your products created within the past 60 days and identify best practices not completed for each of these ASINs. Completing all of the recommended new product optimizer best practices within 60 days improves the customer experience and can help improve sales on Amazon.

Optimize your new product launches now by discovering and adopting the recommended best practices!

Access Now: https://sellercentral.amazon.com/brands/new-product-optimizer

*Note: The New Product Optimizer features ASINs created within the past 60 days.  If you have not created new products within the past 60 days, don’t forget to check-back as you launch new products to discover and adopt the New Product Optimizer recommended best practices.

What are the recommended best practices?
For each ASINs listed within the past 60 days, we recommended completing the best practices below to optimize its performance at launch:

  • Competitive Price: Price competitively to help improve discoverability (learn more).
  • DP completion: Enhance product listing based on recommended best practices (learn more).
  • Minimum Customer Reviews: Get first reviews faster by enrolling in the Early Reviewer Program  (learn more).
  • A+ Content: Upload A+ Content to the product (learn more).
  • Sponsored Ads: Consider introducing your products to more shoppers by running Sponsored Ads (learn more).
  • And more..!  To discover the complete list, please visit the New Product Optimizer.

Frequently Asked Questions:
How can I access the New Product Optimizer?
Click here for a direct access to the tool. You may also login on Seller Central, click on the “Brand Dashboard” under the “Performance Tab”. On the left menu, click on “New Product Optimizer”.  The Primary user of your account can grant permissions by clicking on Settings > User Permissions > Manage Permissions > Grant “View”, “View and Edit” or “Admin Rights” on the Brand Dashboard line, located under the Reports section.

What is the cost of the New Product Optimizer?
It’s free! We are excited to offer the New Product Optimizer as a free benefit to brands, registered in Brand Registry.  Note that some of the suggested best practices may have separate fees assessed.

How do I identify newly-listed products that need optimization?
If you have listed a product within the past 60 days, access the New Product Optimizer page and check if the ASIN status is complete or incomplete. If the ASIN status is incomplete, click on “Adopt best practices” to identify and/or complete missing recommended best practices.

Why is the New Product Optimizer page empty?
To help you focus on optimizing product launch, the page features products listed within the past 60 days.

Where can I learn more about the New Product Optimizer?
Visit our Help Page to learn more.


Landing Cube Weighs in on Give Aways and Product Launches

Landing Cube is a service that helps give away promo codes, 1 to 1, for customers for a variety of reasons. In the below video they weigh in on many of the give away efforts such as Viral Launch, or Zon Blast.

Below are some key take aways from the owner of www.newwaveswimbuoy.com Andrei Lozovik that summarize the video:

  • The old giveaways don’t work for product launch – Amazon knows who those people buyers are.
  • The expert in the interview confirmed that he doesn’t collect emails on landing cube because they bounce.
  • Manychat Json flow is a really effective way to get reviews (distribute coupons first and THEN follow up 7 days later and ask for feedback for REVIEWS)
  • I have used facebook chat once before to announce new products, but the audience was very small – perhaps 150 people

Watch the full interview here:

How to Create Prime Exclusive Discounts for Black Friday and Cyber Monday

This feature rolled out in July of 2019 for Prime Day. It adds a special coupon, visible in search, and it generates clicks and conversions.

I recommend every company selling on Amazon that has the margins to use this during November 28 to December 2nd in 2019 for the Black Friday and Cyber Monday weekend holiday rush. (We do not think November 28th will be a good sales day due to Thanksgiving, but checking the “Black Friday discount” checkbox it starts the deal on the 28th, which is okay)

To create a discount:

  1. Go to https://sellercentral.amazon.com/prime-discounts/create or put your cursor over advertising, select prime exclusive discounts
  2. Complete the 3 steps and fill out the information

If you don’t see this feature available on your account, it is likely a permission issue. To fix, go to settings / permissions, and add the appropriate permission as see in this below screen shot.


Step 1 is to enter a name of your discount, nothing special here, it’s just internal naming.

One major call out here – this can stack with other offers. So if you already setup a coupon or lightning deal, you’ll want to avoid stacking these…




Onto step 2. You will download a template, and then upload it.



I found this the template to be a bit tricky. Here’s a screen shot of one I got to successfully take. Please note you need to fill out every single column.








After you upload it you can validate whether it worked. Here’s a screen shot of an arrow pointed to one NOT scheduled. Means you have to work on it more until it looks like the one just below it, and it says “Scheduled”



Amazon Adopts Facebook-like Social Posting on its Detail Pages

Amazon just rolled out “Amazon Profiles” which is basically Facebook-like or Twitter-like social posting on the Amazon detail pages.

Here’s how to get started with Amazon Profiles:

  1. Go to https://posts.amazon.com/profiles
  2. Upload a logo
  3. Begin posting

When you go to upload your logo here are the specs you’ll need:

  • File format JPG or PNG
  • Image is 640 x 640 pixels or larger
  • Color format must be RGB
  • File size is smaller than 100MB
  • Images are cropped to a 1:1 ratio

Example safe and unsafe logo areas:

Example with logo filled in:

End logo:

After you get a logo, next you’ll want to make your first post

To do this, hit “create Post” which brings up a screen like this. And from here it’s like building a social post with one small twist, you need to add an ASIN to associate it to.

These posts will ONLY show on mobile, at the bottom of a detail page. So who knows how much value this will add. But with all things beta on Amazon, it’s good test it out.
This rolled out on Amazon on 11/5/2019. If you didn’t get an invite simply click the profiles link to get started.

How to Track External Traffic into Amazon – Beta Advertising Attribution

Amazon took away some nifty stuff with APIs and ability to track sales into platforms like Facebook this past summer. They are now rolling out new tools and functionality to everyone but in a more controlled format called “Attribution” which is in beta for Amazon advertising.

Here’s what you need to do:

  1. Register for Amazon Attribution
  2. Accept the invite by email.
  3. Create user login
  4. Create tracking ID for product
Step One: Registration Process:


Step Two: Tag Implementation Process



Step Three: Search Tag Implementation Process



Step Four: Social Media Tag Implementation Process


Help maximize your return on investment (ROI) and grow your product sales. For the first time, you can measure the impact of search, social, email, display, and video media channels based on how consumers discover, research, and buy your products on Amazon. Amazon Attribution’s unique conversion metrics — including Amazon detail page views, purchase rate, and sales — give you a comprehensive view into how each of your marketing tactics contribute to shopping activity on Amazon.

Here’s an example of what you will see when you are registered. A code that can be used to track into Google Adwords:

Then in Google Adwords you can see the final url suffix is added.

In theory this could even send sales data back to those platforms so they can optimize to conversion.

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