Here’s a good question I get from time to time, with a lot of wrong answers being given.
Here’s an easy way to understand why something shows up in your Search Term Reports.
If a user is looking at [X] and they click on your ad, [X] will show up in your search term reports.
So, if a user is looking at “Amazon’s search results for the word ‘pickle juicer'” and they click on your ad, you will see “pickle juicer” in your search term reports.
However, what happens if a user doesn’t pick on your ad (just pretend there is one) and they click on that first pickle juicer which is actually a pickle fork because there’s no such thing as a pickle juicer, work with me.
If they scroll down because this isn’t a pickle juicer they want and they see YOUR product down among the related products, and then click on it, Amazon treats this product page the same way it would a search result, and says “Well, a shopper was looking at this, and then went to your product, so you should know. Their ASIN is X.”
Okay I’ll just Negative Exact Match them.
According to this Amazon Employee, you can not Block ASINs, nor can you negative exact match them.
So. To recap:
1. If a shopper is looking at search term results, and clicks on your product, you will see a search term in your reports.
2. If a shopper is looking at an asin (a product), and clicks on your product, you will see an ASIN.
3. If a user is looking at the sun, and they click on your ad, well… Sunglasses are a small product, nice markup, light weight, but with a lot of competition. I wouldn’t recommend it.