Table of Contents
If you've been managing Amazon PPC campaigns for a few years, you've watched the reporting console transform from a handful of basic reports into a sprawling system with over 40 different report types. The old "Performance Over Time" report? It's still there, but it's now one of 13 reports just for Sponsored Products alone.
The question isn't which reports exist—it's which ones are worth your time. In this guide, we'll break down every report type available in 2026, explain what each one does, and tell you which ones we actually use at PPC Ninja to drive results for clients.
How Amazon Ads Reports Have Evolved
Amazon's reporting has gone through three major phases:
Phase 1 (2018-2020): Basic reports—Campaign, Keyword, Search Term, and Placement. This was enough when Sponsored Products was the main ad type.
Phase 2 (2021-2023): Sponsored Brands and Sponsored Display matured, each getting their own report categories. Amazon added Purchased Product reports, Audience reports, and the first Attribution reports.
Phase 3 (2024-2026): AI-driven features like Prompts (Rufus-generated shopping suggestions) got their own reports. Search Term Impression Share became available. Gross and Invalid Traffic reports appeared for fraud monitoring. Amazon Attribution expanded to include Brand Halo analysis.
The Result: What used to be a 10-minute weekly download is now a complex reporting ecosystem. Most advertisers are either overwhelmed and ignore reports entirely, or they download everything and drown in data. Neither approach works.
Accessing Reports in the 2026 Console
To access Amazon Ads reports:
- Log in to your Amazon Advertising console
- Navigate to Measurement and Reporting in the left sidebar
- Click on Sponsored ads reports
- Select your Report category (Sponsored Products, Sponsored Brands, Sponsored Display, or Amazon Attribution)
- Choose your Report type from the dropdown
- Configure Country, Time unit, and Report period
- Click Create report
Reports generate asynchronously and appear in your report history when ready. Most reports complete within a few minutes, though larger date ranges may take longer.
Sponsored Products Reports
Sponsored Products has the most extensive reporting options with 13 distinct report types:
| Report Type | What It Shows | Priority |
|---|---|---|
| Search term | Actual customer search queries that triggered your ads, with performance metrics | Essential |
| Targeting | Performance by keyword or product target | Essential |
| Advertised product | Performance broken down by each ASIN you're advertising | Essential |
| Campaign | High-level campaign performance metrics | Important |
| Placement | Performance by ad placement (Top of Search, Product Pages, Rest of Search) | Important |
| Purchased product | What customers actually bought after clicking (may differ from advertised product) | Important |
| Budget | Budget utilization and time-in-budget metrics | Situational |
| Search Term Impression Share | Your share of impressions for specific search terms vs. competitors | Situational |
| Audience | Performance by audience segment (if using audience targeting) | Situational |
| Performance Over Time | Daily/weekly aggregated metrics across all campaigns | Situational |
| Gross and Invalid Traffic | Click fraud and invalid traffic detection | Situational |
| Prompts | Performance when your products appear in AI-generated shopping prompts (Rufus) | Important |
| Video | Sponsored Products video ad performance | Situational |
Search Term Report: The Most Important Report
If you only download one report, make it the Search Term report. This report shows you exactly what customers typed before clicking your ad. It's essential for:
- Keyword harvesting - Finding high-performing search terms to add as keywords
- Negative keyword discovery - Identifying irrelevant queries wasting your budget
- Match type optimization - Understanding how broad match is interpreting your keywords
- Customer intent analysis - Learning how customers actually search for your products
The New Prompts Report
The Prompts report is new for 2025-2026 and tracks performance when your products appear in Rufus AI-generated shopping suggestions. As Amazon's AI shopping assistant becomes more prominent, this report will become increasingly important for understanding how AI discovery affects your advertising.
Sponsored Brands Reports
Sponsored Brands offers 9 report types:
| Report Type | What It Shows | Priority |
|---|---|---|
| Keyword | Performance by keyword target | Essential |
| Search term | Actual search queries triggering your Sponsored Brands ads | Essential |
| Campaign | Campaign-level performance overview | Important |
| Keyword Placement | Keyword performance broken down by placement | Important |
| Campaign placement | Campaign performance by ad placement location | Situational |
| Search Term Impression Share | Share of voice for your brand searches | Important |
| Category benchmark | How your performance compares to category averages | Situational |
| Attributed Purchases | New-to-brand vs. repeat customer breakdown | Important |
| Gross and Invalid Traffic | Traffic quality monitoring | Situational |
Attributed Purchases: Understanding New-to-Brand
The Attributed Purchases report is unique to Sponsored Brands and shows whether customers who purchased were new to your brand or repeat buyers. This is critical for understanding the true value of your brand advertising—acquiring new customers is typically worth more than capturing customers who would have bought anyway.
Sponsored Display Reports
Sponsored Display has 7 report types:
| Report Type | What It Shows | Priority |
|---|---|---|
| Campaign | Campaign-level metrics including viewable impressions for VCPM campaigns | Essential |
| Targeting | Performance by audience or product targeting | Essential |
| Advertised product | ASIN-level Sponsored Display performance | Important |
| Purchased product | Products customers bought after viewing/clicking ads | Important |
| Matched target | Which targeting criteria triggered impressions | Situational |
| Gross and Invalid Traffic | Traffic quality analysis | Situational |
| Pricing transparency | DSP pricing breakdown | Situational |
VCPM Warning: The Sponsored Display Campaign report includes both click-based and view-based metrics. For VCPM campaigns, always check the click-based orders column (not total orders) to understand true performance. View-through attribution can inflate results significantly. Learn more about VCPM campaigns.
Amazon Attribution Reports
Amazon Attribution measures the impact of non-Amazon marketing on Amazon sales. It now offers 8 report types:
| Report Type | What It Shows | Priority |
|---|---|---|
| Channel publisher | Performance by external traffic source (Google, Facebook, etc.) | Essential |
| Campaign | Attribution campaign performance | Essential |
| Keyword or creative | Granular external campaign analysis | Important |
| Promoted product | Which products received external traffic | Important |
| Promoted product (Rollup) | Aggregated promoted product data | Situational |
| Brand halo product | Sales of other brand products attributed to external traffic | Important |
| Brand halo product (Rollup) | Aggregated halo product data | Situational |
| Brand halo snapshot | Point-in-time brand halo analysis | Situational |
Brand Halo: The Hidden Value of External Traffic
The Brand Halo reports show something Amazon Attribution didn't originally capture: when external traffic to one product leads to sales of your other products. This is crucial for understanding the full value of external marketing campaigns.
The 5 Reports That Actually Matter
With 40+ reports available, here are the five we use most frequently at PPC Ninja:
1. Search Term Report (Sponsored Products)
Frequency: Weekly
Why: This is where you find gold—high-converting search terms to add as keywords and wasted spend to cut with negatives. No other report has this level of customer intent data.
2. Targeting Report (Sponsored Products)
Frequency: Weekly
Why: Shows performance by keyword and product target. Essential for bid optimization and identifying which targets to scale or cut.
3. Advertised Product Report (Sponsored Products)
Frequency: Bi-weekly
Why: Reveals which ASINs are profitable to advertise and which are dragging down performance. Critical for portfolio optimization.
4. Sponsored Display Campaign Report
Frequency: Weekly
Why: Sponsored Display can quietly cannibalize organic sales through view-through attribution. This report (with click-based orders analysis) keeps VCPM campaigns honest.
5. Placement Report (Sponsored Products)
Frequency: Monthly
Why: Top of Search placement often converts better but costs more. This report helps you decide whether to use placement bid adjustments.
Practical Reporting Workflows
Weekly Optimization Workflow
- Download Search Term Report (last 14 days)
- Filter for search terms with 10+ clicks and 0 orders → Add as negative keywords
- Filter for search terms with 3+ orders and ACOS below target → Add as exact match keywords
- Download Targeting Report (last 14 days)
- Identify keywords with ACOS 50%+ above target → Reduce bids by 20%
- Identify keywords with ACOS 30%+ below target → Increase bids by 15%
Monthly Review Workflow
- Download Advertised Product Report (last 30 days)
- Identify ASINs with consistent losses → Pause or restructure campaigns
- Download Placement Report (last 30 days)
- Compare Top of Search vs. other placements → Adjust placement modifiers
- Download Sponsored Display Campaign Report
- Compare total orders vs. click-based orders → Evaluate VCPM campaign true performance
Automating Reports
For accounts with significant spend, manual downloads become impractical. Options for automation:
- Amazon Advertising API - Build custom integrations for automated daily downloads
- Amazon Ads Data Manager - Connect to your data warehouse (S3, Redshift)
- Third-party tools - Perpetua, Pacvue, Teikametrics, and others offer automated reporting
Key Takeaways
- Amazon now offers 40+ report types across Sponsored Products, Sponsored Brands, Sponsored Display, and Amazon Attribution
- The Search Term Report remains the most valuable for day-to-day optimization
- New reports like Prompts (AI shopping suggestions) and Brand Halo (cross-product attribution) add important capabilities
- For Sponsored Display, always analyze click-based orders separately from view-through attributed orders
- Focus on the 5 essential reports rather than trying to analyze everything
- Establish weekly and monthly workflows to turn report data into action
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