The Complete Guide to Analyzing Amazon Ads Reports for Better ROI

If you’re running Amazon PPC campaigns, you already understand how crucial advertising is to boost product visibility and drive sales. 

But launching campaigns is only half the battle. After which comes the real questions. 

• How do you know if your campaign is working? 
• Which campaigns are delivering results?
• Which ones need optimization? 
• What’s driving performance, and what’s falling flat?

If you’ve been asking yourself these questions, you’re in the right place. 

In this blog, we’ll break down everything you need to know about Amazon advertising reports, what they are, the different types available, key metrics to watch, and how to access and analyse them effectively.

Let’s dive in and unlock the insights behind your ad performance.

Overview of Amazon Advertising Reporting

Advertising is just the starting point when it comes to boosting product discoverability and desirability on Amazon. 

But to truly maximize your results, it’s essential to go beyond launching campaigns; you need to understand which ones are driving performance and which aren’t. 

That’s where Amazon’s advertising reports come into play.

These reports are powerful tools that offer in-depth insights into your campaigns, product performance, ad placements, and more. 

They provide key metrics that can help you evaluate what’s working, identify areas for improvement, and make data-driven decisions to fine-tune your advertising strategy.

By understanding how to access, read, and analyse these reports, you’ll be better equipped to optimize your campaigns and ultimately improve your advertising ROI.

Bonus Read: Ultimate Amazon Advertising Strategy Guide: Boost Sales with Proven Tactics 

Types of Amazon Ads Report

Amazon offers a wide range of advertising reports that deliver insights and actionable data to help optimize your campaigns. 

Each Amazon PPC campaign type provides a different set of reports, tailored to track relevant metrics and performance indicators.

Here’s a breakdown by campaign type:

1) Sponsored Products Reports

These reports offer insights into the performance of individual product ads, targeting efficiency, and customer search behavior.

·       Search Term – Shows which search queries triggered your ads and led to clicks or sales.

·       Targeting – Tracks how your chosen keywords or product targets are performing.

·       Advertised Product – Breaks down performance metrics for each advertised product.

·       Campaign – Summarizes campaign-level performance across all associated ads.

·       Budget – Provides data on budget utilization and pacing.

·       Placement – Highlights where your ads appeared and how each placement performed.

·       Purchased Product – Shows which products customers purchased after clicking your ad.

·       Performance Over Time – Visualizes trends in impressions, clicks, and conversions over time.

·       Search Term Impression Share – Displays your share of impressions for specific search terms.

·       Gross and Invalid Traffic – Identifies total traffic, including any invalid (non-billable) interactions.

2) Sponsored Brands Reports

These reports focus on brand visibility, keyword efficiency, and campaign reach across top-of-search placements.

·       Keyword – Evaluates the performance of targeted keywords in brand ads.

·       Keyword Placement – Analyzes how keywords perform in different placements.

·       Campaign – Gives a high-level view of Sponsored Brand campaign performance.

·       Campaign Placement – Tracks how each placement impacts campaign results.

·       Search Term – Reveals customer search terms driving engagement with brand ads.

·       Search Term Impression Share – Shows your brand’s impression share for relevant search terms.

·       Category Benchmark – Compares your ad performance against category averages.

·       Attributed Purchases – Provides data on purchases directly linked to your brand ads.

·       Gross and Invalid Traffic – Monitors total traffic and filters out invalid clicks.

3) Sponsored Display Reports

These reports offer detailed insights into retargeting efforts and display ad performance both on and off Amazon.

·       Campaign – Gives an overview of performance at the campaign level.

·       Targeting – Breaks down results by targeted audience segments or interests.

·       Advertised Product – Tracks how individual display ads for each product are performing.

·       Purchased Product – Shows the products purchased after a display ad click.

·       Matched Target – Displays performance metrics for specific audiences or content your ad was shown to.

·       Gross and Invalid Traffic – Highlights valid vs. invalid traffic to your display ads.

·       Pricing Transparency – Offers insights into bidding and pricing dynamics for better budget control.

Bonus read: The Rapid Rise of Amazon Advertising: What the Future Holds  

Explanation of Different Report Types

It can be overwhelming and confusing initially when there are numerous reports and metrics available for each campaign type.

However, there are a few important reports that are most used; these include search term, performance, placement, targeting, and the advertised product report to optimize the campaigns.

Let’s understand each of these reports:

1)       Search Term Reports

Amazon search term reports are the most analysed reports. These contain detailed information about the search terms that are being used to search for the products under the category that is being sold.

These are found under the Sponsored Products and the Sponsored Brands categories.

The following are the metrics included in the report:

·       Campaign start date and end date

·       Portfolio name

·       Campaign Name

·       Ad Group Name

·       Targeting (keyword targeted)

·       Match Type

·       Customer Search Term

·       Impressions*

·       Clicks/Click-Thru Rate (CTR)

·       Cost Per Click (CPC)

·       Spend

·       7-Day Total Sales

·       Total Advertising Cost of Sales (ACoS)

·       Total Return on Advertising Spend (RoAS)

Why it’s valuable:
Instead of just looking at the keywords you’re targeting, it shows what customers are really typing into the search bar, helping bridge the gap between intent and targeting.

How to use it:

• Promote high-performing search terms by adding them as exact-match keywords.
• Identify poor-performing or irrelevant terms and add them as negative keywords.
• Track ACoS and conversion rates by query to refine your keyword targeting.

Pro Tip:
Review this report weekly to stay agile with your keyword strategy. It’s one of the most insight-rich tools available in Amazon Ads.

Read our expert guide on optimizing Amazon search terms for maximizing success. 

2)       Performance Over Time Report

A time-series breakdown of your campaigns, covering impressions, clicks, spend, and sales over specific periods.

Why it’s valuable:
It helps you spot trends, analyze performance fluctuations, and understand how external factors impact your campaigns.

How to use it:

• Monitor daily spend and sales to detect any performance spikes or drops.
• Compare results during promotions, deals, or peak seasons.
• Evaluate the effect of recent strategy changes over time.

Pro Tip:
Overlay your campaign data with key dates (e.g., Prime Day, stock-outs, new launches) to uncover deeper insights.

3)       Placement Report

Breaks down how your ads perform across different placements, such as Top of Search (first page), Rest of Search, and Product Pages.

Why it’s valuable:
Not all placements perform the same. This report helps determine where your ads are delivering the best ROI.

How to use it:

• Boost bids for placements that drive high conversions (typically Top of Search).
• Reduce or pause bids for placements with poor performance.
• Adjust your bidding strategy based on where your audience engages most.

Pro Tip:
Top of Search placements often have better CTRs and conversion rates—consider increasing bids specifically for this slot.

4)       Targeting Report

A detailed view of how each keyword, ASIN, or category you’re targeting is performing.

Why it’s valuable:
It gives you direct insight into which targets are contributing to your success, and which are wasting ad spend.

How to use it:

• Review ACoS and conversions to identify which targets to scale or eliminate.
• Shift well-performing targets from automatic to manual campaigns.
• Continuously refine your targeting based on real performance data.

Pro Tip:
Sort by impressions or spend to quickly spot high-visibility targets with low return, then act accordingly.

5)       Advertised Product Report

Breaks down campaign performance at the product level regardless of keyword or placement.

Why it’s valuable:
It helps you evaluate the ROI of each ASIN you’re advertising, allowing you to make smarter budget decisions.

How to use it:

• Identify top-selling products to allocate more budget and refine listings.
• Pause campaigns for underperforming ASINs with high spend but low return.
• Use performance data to improve product pages, optimize images, copy, and pricing.

Pro Tip:
Use this report to build a product-level advertising strategy, focusing on ASINs that convert best.

Bonus Read: Are Amazon Sponsored Ads Worth It in 2025? Discover If Amazon Ads Are Right for You

Step-by-Step Guide on Accessing Amazon Ads Reports

Reports from Seller Central

1)       Log in to your Seller Central account

2)       Click on Reports from the Menu and go to “Advertising reports”

3)       Already created reports can be accessed directly

4)       To create a new report, click on the “Create report” on the top left

5)       Set the configuration as per your requirements

6)       Click on the run report to get the desired report

Optimizing Campaigns Based on Report Analysis

Strategies for Adjusting Bids, Targeting, and Budgets

• Start with the performance over time report – spot trends in impressions, clicks, spend, and sales to shift bids accordingly.
  
  
• Boost bids during high-performing times and reduce them during low-traffic windows.
  
  
• Use the placement report to identify which ad spots (Top of Search, Product Pages) drive conversions—increase bids on winning placements.
  
  
• Targeting adjustments: Check which keywords, ASINs, or categories bring the best ROI using the targeting report.
  
  
• Cut or refine keywords that get clicks but no conversions to avoid wasting budget.
  
  
• Use the advertised product report to evaluate product-level performance—pause or reduce budget for poor-performing ASINs.
  
  

Tips for Testing and Refining Ad Creatives & Keywords

• A/B test ad creatives—test different visuals, CTAs, and formats to see what resonates best with shoppers.
  
  
• Use Amazon Ads Advanced Reporting to find out which creatives convert the most.
  
  
• Search term report helps identify top-performing queries—add them as exact-match keywords.
  
  
• Remove irrelevant or poor-performing terms using negative keywords to improve targeting and reduce wasted spend.
  
  
• Continuously review keyword data and update your strategy using Amazon ads reporting tools.
  
  

Continuous Monitoring & Iteration for Success

• Campaigns aren't “set it and forget it”—track key metrics (CTR, CPC, RoAS) regularly to catch performance changes.
  
  
• Stay updated with seasonal shifts, competitor activity, and customer behavior using reporting tools.
  
  
• Implement automation and ML for real-time performance adjustments.
  
  
• Amazon Ads Advanced Reporting can flag underperforming ads, enabling quick corrective actions.
  
  

Advanced Reporting Techniques

Use Amazon's Reporting API for Deeper Analytics

• Amazon’s reporting API allows advanced, automated data pulls across ad types (Sponsored Products, Brands & Display).
  
  
• Aggregate campaign data into custom dashboards for better insights.
  
  
• Integrate with internal tools to unlock predictive analytics and cohort analysis.
  
  
• Use historical trends to forecast campaign performance and fine-tune bid and budget strategies.
  
  
• Apply ML models to detect hidden patterns for smarter, data-driven decisions.
  
  

Custom Reports for Tailored Insights

• Create customized reports focusing on metrics that matter most to your goals.
  
  
• Drill into specifics like search term impressions on high-converting queries.
  
  
• Combine data from multiple campaign types for a holistic view of your ad strategy.
  
  
• Align reporting with your unique campaign goals, showing only relevant data for optimization.
  
  

Leveraging Machine Learning & Automation

• Machine learning automates analysis of keywords, placements, and product performance.
  
  
• Automatically flag underperforming keywords and get real-time suggestions for improvements. Leverage SalesDuo’s BI dashboard for best results.
  
  
• ML + reporting API = automated bid management based on current performance data.
  
  
• Save time and scale faster—automation handles large datasets and adjusts ads across multiple regions.
  
  
• Combine ML with Amazon ads reporting software for smarter targeting and better ROI.

Bonus Read: Amazon Automation: Legitimate Growth Strategy or Risky Shortcut? 

Conclusion

Amazon Ads reporting isn’t just about tracking numbers; it’s about uncovering insights that can drive smarter decisions and better performance. 

By leveraging the right reports for each campaign type, whether it’s Sponsored Products, Sponsored Brands, or Sponsored Display, you gain a clear view of what’s working, what’s not, and where to focus your efforts.

From identifying high-performing keywords to spotting underperforming ASINs, these reports empower you to fine-tune your strategy, optimize ad spend, and ultimately boost your ROI. The more familiar you become with these tools, the more effectively you’ll be able to scale your Amazon advertising efforts.

So, whether you're a beginner just getting started or a seasoned seller looking to refine your campaigns, consistently analyzing your reports is key to staying competitive in the Amazon marketplace.

Start making your data work for you and let your reports guide the way to better results.

Need expert help turning data into dollars? Partner with SalesDuo, a full-service Amazon agency that takes the guesswork out of ad optimization. 

From real-time reporting to strategic campaign management, we help brands maximize their ROI with tailored, data-driven solutions. Let us handle the backend so you can focus on growing your business. 

Book your 1:1 growth call today!

About the Author

Shiny Silvaraju is an energetic young professional who’s passionate about solving real-world business problems. As an Amazon ads expert, she’s making her mark by turning challenges into exciting opportunities. Beyond her hustle, Shiny loves brainstorming creative ideas and getting lost in inspiring books.