I see this come up in many Amazon brand audits. A brand will come to us unhappy
By Liranhirschkorn · March 26, 2026 · Curated by George's Blog
I see this come up in many Amazon brand audits.
A brand will come to us unhappy with their ACOS, and we always look at the Sponsored Product Impression Share Report.
Most people skip it, but it's one of the most valuable reports you have access to.
Here's what it shows you:
➡️ Every search term driving orders, ranked by volume
➡️ Your share of impressions on each term
➡️ Your conversion rate on each term
And here's where it gets interesting.
This brand had a category keyword converting at 50% (which is incredible). That's the kind of conversion you normally only see on branded terms.
But they were eighth in impression share. Seven competitors were getting more eyeballs on the same search term.
Meanwhile, another keyword was eating $5,000 in spend at 125% ACOS.
The fix is easy:
1️⃣ Pull the Impression Share Report
2️⃣ Sort by conversion rate
3️⃣ Find the keywords where conversion is strong but impression share is low
4️⃣ Shift budget from high-ACOS terms to high-conversion, low-impression terms (that have meaningful search volume)
5️⃣ Depending on search volume they may need their own campaigns so you can scale budget independently
If a keyword has thousands of monthly searches and a 50% conversion rate, it deserves its own campaign. Not buried with 30 other keywords fighting for the same budget.
Stop pouring money into keywords that aren't converting.
Start scaling the ones that already are. The data is already there.
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