How does Nova read search terms and impression share?
The search term report tells you which customer searches triggered your ads and what they bought. Nova reads it three times a day for Sponsored Products and daily for Sponsored Brands. Impression share tells you how much of a keyword's ad impressions you won. Nova captures it once a day, because Amazon keeps no history of it.
Checked against Nova's code on October 29, 2026
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What is in the search term report?
For each target and each customer search: impressions, clicks, spend, orders and sales. Amazon lists a search mostly when it got at least one click. Searches below Amazon's privacy threshold are grouped and show without the search text.
Amazon keeps search term reports for about 65 days. Nova keeps everything it reads, so your history grows from the day you connect. Imported Ads console history does not include search terms.
Which impression share figures does Nova capture?
| Figure | Meaning | Period |
|---|---|---|
| Search term impression share | Your share of all ad impressions on a search term, 0 to 100 | Rolling 30 days |
| Search term impression rank | Your rank among advertisers on that search term, 1 is first | Rolling 30 days |
| Top of search impression share | The share of top-of-search impressions you won, out of those you were eligible for | Per target and day |
The first two are the numbers of Campaign Manager's keyword panel. Amazon gives them only as of today, with no date and no history. Nova saves a reading every day for every Sponsored Products keyword that had impressions in the last 30 days, so you can follow them over time.
How do search terms connect to Search Query Performance?
Search terms show the searches your ads paid for. Search Query Performance shows the whole market for those searches, organic included. Nova links the two on the search text, so you can see where ads carry a search and where organic already wins it. See Search Query Performance.
Ask your AI
Which search terms converted best over the last 30 days that I do not target as exact keywords yet, and what is my impression share on them?
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