There are over 20 reports available in the Amazon Advertising console. While each report has its own unique value when analyzing your campaign performance, here are the top reports you can use to grow your business.
Navigation to Reports
To find your Amazon reports, go to the navigation bar on the left side of the page. Hover over the bar until you see a menu appear. Select “Measurements and Reporting,” and then click on “Sponsored ads reports.”
This will lead you to a page where you can create your reports. Click on the “Create report” button to start.
From there, you’ll be able to select between Sponsored Products, Sponsored Brands, and Sponsored Display reports. You can select which type of report you want and a specific date range. The default date range is the last 30 days if you don’t change to a specific time. In some cases, the reports can go back as far as 90 days.
Sponsored Product Reports
Sponsored Products ads are typically the most used ad, which we consider the bread and butter of Amazon Advertising ads. These particular reports can help you analyze your consumer behavior, marketplace changes, and other helpful insights to adjust your ads and even update your product detail pages.
The Sponsored Products – Search term report is a report that we frequently use to see the actual search queries that shoppers are using when your ad appears.
For example, say you’re using “coffee grinder” as a keyword in your ads. The search term report will show you what shoppers actually typed while on Amazon, as well as other key KPIs like impressions, clicks, and any attributed ad sales:
With this information, you can find new keywords to add to your campaigns, including long tail keywords. You can also use this to assess whether or not you may need to update your product detail page. For example, if many people are clicking on your ad when they search “burr coffee grinder” but not converting into a sale, you may need to clarify that your product is, in fact, a burr coffee grinder. If your product is not a burr coffee grinder, you can add “burr coffee grinder” as a negative match keyword in your ads.
A somewhat simplified version of this report is the Sponsored Products Targeting report. The report will list which keywords, products, or categories you chose as targets in your ads as long as they gained at least one impression. The report shows impressions, clicks, click-through rates, and other KPIs to help you assess the efficacy of your ads. This report helps see which keywords and match types are the most effective for your business goals – whether it’s reach (impressions) or ad revenue. It’s helpful to use this report after you’ve worked through the Search term report to inform your strategy for prioritizing some targets over others.
Whether you’re advertising every ASIN in your catalog or prioritizing part of your catalog, the Sponsored Product – Advertised Product report gives you a higher-level view of which ASINs shoppers are responding to best in ads. This report contains the same metrics as the previous two reports we discussed, such as impressions, clicks, CTR, and ad sales. You can see which of your ASINs are doing very well and diagnose which ASINs aren’t converting the way you want them to.
For example, if shoppers are clicking on your ad for a particular ASIN, and they’re not buying, you may need to revisit the product detail page for optimization, or check your search term and targeting reports to make sure that the targets you’re using are relevant. This may also indicate that competitors are using ads to show up in your searches and on your pages, so you may need to consider stronger defense ads to keep shoppers on your page.
The Sponsored Product – Budget report is a campaign-level report that shows you your daily budget, a recommended budget by Amazon if their algorithm has determined a change is needed, and most crucially, the average time your ad has stayed within budget each day as a percentage. If your ad has been running long enough, it will also show your impressions this year versus the same period last year.
Use this report to assess your overall budget for your business and whether or not you need to increase your budget or reallocate your current daily budgets among your campaigns. If some campaigns are running out of budget consistently but not producing ad revenue, you may need to check to see if your maximum bids are too high or if there are underperforming targets or products within the campaign that need to be reduced or paused.
Conversely, if a campaign is running out of budget, and you have good ad revenue coming in at a RoAS or ACoS that you’ve determined is good, you may need to increase your budget for that campaign. This can be done by increasing your overall budget and adding those funds to the ad or by reallocating budget amounts from more underperforming campaigns to your best performers.
It is difficult to get a transparent look at the customer journey on Amazon. The Sponsored Product – Purchased Product report can shed some light on this mystery. This report shows which ASIN shoppers clicked on via your ads and which ASIN of yours they purchased as a result. This report helps you see which products are resonating with shoppers within your brand. If shoppers are consistently clicking on product A but purchasing product B, you may want to consider featuring product B or look into other features of the product or what customers are saying in reviews that may sway them towards product B over product A.
Sponsored Brand Reports
Sponsored Brand ads (formerly known as Headline Search Ads) take up more real estate in search results than the other ad types. These often show up at the top of search results, with a customizable banner that can lead to your brand store or specific products you’re showcasing. These ads are powerful tools for bringing consumers to your brand store, increasing the awareness of your brand on Amazon, and making sure that your ad dominates the searches for your category and your branded terms.
The Sponsored Brands – Keyword report shows the keywords you’re using in all of your Sponsored Brands ads that have gained at least one impression. This report is best used to evaluate which keywords and match types are helping you achieve your goals, brand awareness, or ad revenue. Use this report to determine which keywords to prioritize via max bids, and reduce bids or pause other keywords that are either not achieving sales or are converting at a RoAS that is too low.
The Sponsored Brands – Keyword Placement report shows you which keywords are most effective in showing your ads at the top of search results or if they’re showing up lower in search results. This can indicate that it is time to optimize your bids to show up more often at your desired placement or if competitors are potentially outbidding you on particular keywords.
The Sponsored Brands – Search Term Impression Share report breaks down which keywords in each of your Sponsored Brands ads have a higher impression share and a higher rank in sponsored searches. This helps you determine which keywords are outperforming others. The higher the impression share percentage and rank, the better. These percentages compare how much impression share you have with those keywords relative to your competitors that are also bidding on those terms.
Sponsored Display Reports
Sponsored Display ads show up in search results and on product detail pages. The purpose of this kind of ad isn’t necessarily to drive ad revenue, but it is useful in brand protection and offense, such as showing up on your competitor’s listings. Sponsored Display ads can target brands, product categories, specific ASINs, and different shopper audiences.
The Sponsored Display – Advertised Product report is similar to the Sponsored Products – Advertised Product report in which KPIs are shown. This can help you have a granular view of which advertised products are receiving the most engagement and can help you determine which advertised products should be prioritized over others in your Sponsored Display ads.
The Sponsored Display – Purchased Product report shows which of your products were purchased after shoppers clicked on your ad. Since you choose which products are featured in your Sponsored Display ads, this can help you shift your priorities to those performers or diagnose why customers are leaning towards one product over another.
The Sponsored Display – Matched Target report shows which of your ASINs and product detail pages your ads appeared against, as long as they received at least one click. This shows you which ads are receiving the most engagement and helps you identify which of your advertised ASINs are your highest performers in this space. This is very helpful in knowing which products resonate with shoppers and can help you determine which products to include in new ads.
The Bottom Line
These reports, when used together, can give you a bird’s eye view of how your overall Amazon Ads account is growing your business. The insights you can gain from these reports are not only for optimizing your PPC campaigns but are also an insightful tool for assessing brand engagement, the effectiveness of your product detail pages, and what strategies you can put in place to stay competitive on Amazon and grow your business.
