Amazon: New UI update for Customer Search Terms. 👉 But it's not what you think
By Himanshu Verma · February 10, 2026 · Curated by George's Blog
Amazon: New UI update for Customer Search Terms.
👉 But it's not what you think ⚠️
At first glance, this looks like a big win for advertisers (as in the screenshot).
A "Target bid" column right next to each Customer Search Term? Finally—we can control bids at the search term level.
If this were true, this would actually be huge:
→ Run Broad/Phrase match keywords
→ Control bids for each individual search term
→ Bid up the winners, bid down the waste
→ No need to lower the entire keyword bid
❗️Except... that's not how it works.
When you change the bid here, Amazon changes the keyword bid—not just the search term bid.
Same control. Different screen. Nothing new.
Adjusting bids from the search term view when you think you're being precise can actually mess up your keyword bids without you realizing it.
#amazonppc #amazon