A search term report can supply candidates for a targeting test. The useful output is a small set of traceable decisions, with a reason for each candidate.
Keep the source row
Record the report dates, marketplace, campaign, advertised product and original row. Distinguish a shopper query from an ASIN row and from the target that matched it. Amazon’s search term report includes clicked terms, rather than every shopper search. Amazon’s search term report documentation.
Check relevance before proposing a target
Compare the observed term with the product’s actual use, size, ingredients and included quantity. Keep uncertain interpretations separate. A query with attributed orders can still be a poor match for a different product.
Choose the intended match type or product target deliberately. Amazon describes keyword match types and product targeting separately. Amazon’s Sponsored Products targeting guide.
Write the test record
Keep the proposed target, current coverage, bid, budget limit and review date together. Check existing negatives and overlapping targets before adding another entry. If proposing a negative, record what relevant traffic it could exclude.
Preserve the settings before the change. Review the test with the same report definition and note changes in product availability or price. A new target is a testable proposal, not evidence that the earlier result will repeat.