Interpreting Amazon's Advertising Reports

Interpreting Amazon's Advertising Reports


Advertising Reports

Amazon offer 6 different types of Sponsored Products reports and 4 types of Sponsored Brand reports for Advertisers on Seller Central. In general, Sponsored Products sales are reported within a 7 Day attribution window, while Sponsored Brand sales are reported within a 14 Day attribution window.


Most of us end up only using one or maybe two of these different reports but there is a lot of good data contained in these reports that you can take advantage of. In this post we are doing a deep dive into each type of report and highlight some of the ways you can actually make use of your data.



Sponsored Products Reports


1. Search Term Report (60 days)

Perhaps the most commonly downloaded report, this contains important information about buyer search terms or competitor ASINs that led buyers to your products. How to download the Search Term Report? Simply go to Amazon Advertising, select your Report Type and Date Range and click on Create Report.


How to Download the Amazon Search Term Report


2. Targeting Report (90 days)

This report contains data about what you are targeting, whether it is keywords, products, categories or brands.




3. Purchased Products Report (60 days)

This report contains data about what you are targeting, whether it is keywords, products, categories or brands.


4. Placement Report (90 days)

A new type of report for most sellers, this is where you can find out which placements on Amazon did your products show up for and how buyers reacted to your ads in those placements.


5. Advertised Products Report (90 days)

This report contains data about what you are targeting, whether it is keywords, products, categories or brands.


6. Performance Over Time Report

A pompous title for a meaningless one-line report! This report summarizes your ad data over the selected period. What's funny is that these 5 columns still don't tell you anything about the performance of your ads. What were my sales? What was my ACoS?





Sponsored Brand Reports



1. Keyword Report (90 days)

Perhaps the most commonly downloaded report, this contains important information about buyer search terms or related ASINs that led to your products



2. Keyword Placement Report (90 days)

This report contains data about what you are targeting, whether it is keywords, products, categories or brands.


3. Campaign Report (90 days)

This report contains data about what you are targeting, whether it is keywords, products, categories or brands.


4. Campaign Placement Report (90 days)

A new type of report for most sellers, this is where you can find out which placements on Amazon did your products show up for and how buyers reacted to your ads in those placements.



Free Excel-Based tool

For a limited period of time we are offering a free excel-based tool to help you conduct a self audit using the Targeting report. To use this audit, download the past 60 days worth of data from seller central and copy-paste it into the first sheet. The tool will generate and audit and also give you recommendations on what to improve about your PPC. You can access this tool from here:



Let us know if any of these ideas sparked your interest, generated a reaction or led to a follow up question. 



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