Amazon Ads reporting helps sellers see what is working, where they are wasting money, and what needs to change. It shows how campaigns perform across search terms, targets, placements, products, budgets, and key metrics such as ACoS, ROAS, and TACoS so that you can focus on the most important takeaways.
Good reporting is not just about downloading spreadsheets; it helps you make better decisions.
With the right reports, you can find profitable keywords, cut wasted clicks, adjust bids, move budget to stronger ASINs, and catch problems before they hurt performance. In short, reports help you act faster on what matters most.
In this guide, weโll explain the main Amazon advertising reports, what each report shows, and how to use the data to improve campaigns. It also covers important KPIs, reporting schedules, data exports, dashboards, Amazon Attribution, Amazon Marketing Cloud, and API reporting for advanced teams.
Quick Answer: What Is Amazon Ads Reporting?
Amazon Ads reporting is the process of reviewing campaign reports and ad metrics to understand performance. It helps sellers track impressions, clicks, spend, sales, ACoS, ROAS, search terms, placements, targets, and ASIN-level results, making key patterns visible.
In simple terms, reporting tells you:
- What shoppers searched for before clicking your ad
- Which keywords, ASINs, or audiences are working
- Which campaigns are wasting money
- Which products deserve more budget
- Which placements drive stronger results
- Whether ad spend is helping total sales grow
Amazon Ads reporting should guide weekly decisions. It should help you decide what to scale, pause, fix, and test next.
Why Amazon Ads Reporting Matters
Amazon Ads reporting matters because it turns campaign data into clear next steps. Without reports, sellers often guess which keywords, products, bids, and budgets are working, which makes it harder to act confidently.
The reports can help you answer useful questions:
- Which search terms are driving sales?
- Which targets are spending without sales?
- Which ASINs deserve more budget?
- Which placements cost a lot?
- In which direction is ACoS changing?
- Is ad spend helping total sales grow?
- Are campaigns helping profit or just increasing spend?
Amazon advertising can get expensive when sellers focus only on surface-level metrics. A campaign may show strong ROAS, but it may only be capturing branded traffic that would have converted anyway.
Another campaign may look less efficient at first, but it could help you reach new shoppers, improve visibility, or support overall sales growth.
That is why reporting should not stop at one metric. A strong Amazon Ads reporting process connects campaign data to product performance, listing quality, budget pacing, and total account growth so that you can see the full story quickly.
| Business Question | Report or Metric to Check |
|---|---|
| Which searches are converting? | Search term report |
| Which targets waste spend? | Targeting report |
| Which ASINs perform best? | Advertised product report |
| Which placements drive sales? | Placement report |
| Is spend trending correctly? | Performance over time report |
| Are ads helping total sales? | TACoS and total sales dashboard |
The goal is simple: use reports to make better decisions every week.
Which Amazon Ads Report Should You Use?
The right Amazon Ads report depends on the problem you want to solve. Each report answers a different question about traffic, targeting, spend, sales, placements, or product performance, so start with the decision you want to make.
Use this table as a quick guide.
| If You Need To Knowโฆ | Use This Report | What to Do Next |
|---|---|---|
| Which shopper searches convert | Search term report | Add winners as exact or phrase keywords |
| Which targets waste spend | Targeting report | Lower bids, pause targets, or add negatives |
| Which ASINs deserve more budget | Advertised product report | Shift budget to stronger products |
| Which placements perform best | Placement report | Adjust top-of-search or product page bids |
| Whether spend is trending correctly | Performance over time report | Review pacing, seasonality, and recent changes |
| What shoppers bought after clicks | Purchased product report | Find cross-sell and halo sales opportunities |
| How visible you are for key terms | Search term impression share | Improve bids, budget, or rank strategy |
| Whether traffic quality is poor | CTR, CVR, CPC, ACoS | Review targeting, listing quality, and bids |
| Whether ads support total business growth | TACoS dashboard | Compare ad spend with total sales |
Start with the business problem, not the report name.
If spend is high but sales are low, check the search term and targeting reports first. If clicks are strong but conversion is weak, review the advertised product report and the listing.
If ACoS looks good but total sales are flat, look beyond campaign reports. Review TACoS, branded vs non-branded traffic, and total account performance.
Types of Amazon Ads Reports by Campaign Type
Amazon Ads reports can vary by campaign type, marketplace, and account access. Sponsored Products, Sponsored Brands, and Sponsored Display (Display ads) each have different reporting options.
Some reports focus on search terms. Others focus on placements, targets, products, budgets, or purchased products.
Sponsored Products Reports
Sponsored Products reports are often the most important for sellers because Sponsored Products are usually the first and largest Amazon PPC campaign type. The Search Term report is a useful starting point because it shows the actual queries shoppers entered before interacting with an ad. For a deeper explanation, read SalesDuoโs Amazon Search Term Report guide. Looking for how to optimize Amazon PPC campaigns? Read here.
| Report | What It Shows | How to Use It |
|---|---|---|
| Search term report | Shopper searches that triggered ads | Find winning terms and add negatives |
| Targeting report | Keyword, ASIN, or category target performance | Adjust bids and pause weak targets |
| Advertised product report | Performance by advertised ASIN | Move budget to stronger products |
| Campaign report | Campaign-level spend, sales, and efficiency | Compare overall performance |
| Budget report | Budget usage and missed opportunity | Decide whether to increase budgets |
| Placement report | Top of Search, Rest of Search, and Product Page results | Adjust placement bid strategy |
| Purchased product report | Products bought after ad clicks | Find halo sales and cross-sell patterns |
| Performance over time report | Daily or weekly trends | Monitor pacing and campaign changes |
| Search term impression share | Share of visibility for search terms | Find visibility gaps |
| Gross and invalid traffic report | Traffic quality and invalid activity | Check reporting quality |
If you review only one report each week, the Search Term report would be a good place to start. It shows what shoppers were searching before they clicked or bought.
Sponsored Brands Reports
Sponsored Brands reports help brands understand brand discovery, keyword performance, Store traffic, video performance, and new-to-brand impact.
| Report | What It Shows | How to Use It |
|---|---|---|
| Keyword report | Keyword-level performance | Adjust bids and find winners |
| Keyword placement report | Keyword performance by placement | Review top-of-search impact |
| Campaign report | Campaign-level results | Compare campaign goals |
| Campaign placement report | Placement-level campaign performance | Adjust placement strategy |
| Search term report | Shopper searches that triggered ads | Find high-intent terms |
| Search term impression share | Visibility for key search terms | Identify share gaps |
| Category benchmark report | Performance vs category benchmarks | Compare against market context |
| Attributed purchases report | Purchases tied to ad engagement | Review shopper behavior |
| Gross and invalid traffic report | Traffic quality | Monitor invalid traffic signals |
Immediate ROAS is not enough to judge Sponsored Brands campaigns. These campaigns can also support brand visibility, Store traffic, product discovery, and new-to-brand growth.
For the Sponsored Brands video, review CTR, CPC, detail page views, and conversion together. A video campaign may support consideration even if it does not behave like a bottom-funnel Sponsored Products campaign.
Sponsored Display / Display Ads Reports
Sponsored Display and Display Ads help advertisers reach shoppers through audience, product, and retargeting-based strategies.
| Report | What It Shows | How to Use It |
|---|---|---|
| Campaign report | Overall campaign performance | Compare goals and budget pacing |
| Targeting report | Audience, product, or category target results | Adjust targeting and bids |
| Advertised product report | ASIN-level performance | Identify strong and weak products |
| Purchased product report | What shoppers bought after clicks | Find cross-sell and halo sales |
| Matched target report | Where ads matched shopper behavior or targets | Improve targeting quality |
| Gross and invalid traffic report | Traffic quality | Monitor invalid activity |
| Pricing transparency report | Cost and media fee visibility where available | Understand spend flow |
Display reporting is useful for retargeting, audience testing, full-funnel measurement, and understanding shopper behavior beyond keyword searches.
Review these reports based on the campaign goal. A retargeting campaign should be judged differently from an awareness campaign.โ
Key Amazon Ads Metrics and Formulas
Amazon Ads reporting is easier when you understand the main metrics. CTR, CPC, CVR, ACoS, ROAS, and TACoS each explain a different part of performance, so focus on what each one tells you.
Do not rely on one number. A healthy account needs the right mix of traffic, conversion, spend, and total sales impact.
| Metric | Formula | What It Tells You |
|---|---|---|
| CTR | Clicks รท Impressions ร 100 | Whether ads are getting attention |
| CPC | Spend รท Clicks | Cost of traffic |
| CVR | Orders รท Clicks ร 100 | Listing and traffic quality |
| ACoS | Ad Spend รท Ad Sales ร 100 | Ad efficiency |
| ROAS | Ad Sales รท Ad Spend | Return from ad spend |
| TACoS | Ad Spend รท Total Sales ร 100 | Total business efficiency |
Here is what each metric means in plain English:
- CTR shows how many shoppers click your ad.
- CPC shows how much each click costs.
- CVR shows whether clicks turn into orders.
- ACoS shows how much ad spend creates ad-attributed sales.
- ROAS shows how much revenue you get for every ad dollar spent.
- TACoS shows how ad spend compares with total sales.
A high CTR is helpful, but only if shoppers buy. A low CPC is useful, but not if the traffic is weak. A strong ROAS looks good, but it can mask weak total growth if campaigns capture only branded demand.
The best reporting process looks at these metrics together.
Search Term Report: How to Find Winning and Wasted Keywords
The Amazon search term report shows the shopper searches that triggered your ads. It is one of the most useful Amazon PPC reports because it helps you find both profitable keywords and wasted spend.
This report is especially useful for Sponsored Products and Sponsored Brands campaigns.
What to Look For
Use the search term report to find:
- Search terms with high clicks and no sales.
- Search terms with low ACoS.
- Search terms with a strong conversion rate.
- Irrelevant shopper searches
- Branded search terms
- Non-branded search terms
- Competitor search terms
- Long-tail queries
- New keyword opportunities
The best search terms are not always the highest-volume terms. Long-tail terms can convert better because they show stronger buying intent.
A broad term may get many clicks but few orders. A specific term may get fewer clicks but better conversion and lower ACoS.
What to Do With the Data
The search term report should lead to clear actions.
| Search Term Pattern | What It Means | Action |
|---|---|---|
| High clicks, no sales | Poor fit or weak listing | Add negative or lower bid |
| Low ACoS, steady orders | Strong opportunity | Move to manual exact campaign |
| Good sales, high CPC | Competitive but valuable | Test bid adjustments |
| Irrelevant term | Wrong traffic | Add as negative keyword |
| Branded term converts well | Demand already exists | Separate branded campaign |
| Long-tail term converts | Strong intent | Add to manual phrase/exact |
Use this report to clean up your campaign structure. Move winning terms into manual campaigns. Add poor terms as negatives. Use useful shopper language in your listing SEO where it fits.
This helps reduce waste and frees up the budget for search terms that actually sell.
Targeting Report: How to Improve Keywords, ASINs, and Categories
The targeting report shows how your selected targets perform. These targets can include keywords, ASINs, categories, or audiences, depending on the campaign type.
Use this report to decide which targets need more budget, lower bids, or removal.
| Target Performance | What It Means | Action |
|---|---|---|
| High spend, no sales | Target may be weak or too broad | Lower bid, pause, or refine |
| Low ACoS, steady orders | Target is efficient | Increase bid or budget carefully |
| High CPC, low CVR | Traffic is expensive and weak | Reduce bid or improve listing |
| Good CTR, low sales | Ad gets clicks, but listing may not convert | Review product page |
| Strong ASIN target | Product targeting works | Build separate campaign |
| Weak category target | Category may be too broad | Narrow targeting |
The targeting report helps you avoid treating every keyword or product target the same.
Two targets may both drive sales, but one may need far more spend to get the same result. This report helps you spot that difference and act on it.
Review targeting data weekly for active campaigns. Pause or reduce weak targets before they drain the budget.
โPlacement Report: How to Adjust Top-of-Search and Product Page Bids
The placement report shows how your ads perform in different placements. Common placements include Top of Search, Rest of Search, and Product Pages.
Use this report to decide whether placement bid adjustments are worth the cost.
| Placement | What It Means | What to Review |
|---|---|---|
| Top of Search | Ads near the top of search results | CTR, CPC, CVR, ACoS, ROAS |
| Rest of Search | Ads lower in search results | Spend efficiency and volume |
| Product Pages | Ads shown on product detail pages | Product targeting and comparison behavior |
Top of Search may give stronger visibility, but it can also cost more. Product Pages may work well when shoppers compare options. The rest of the search may be cheaper but less visible.
Do not raise placement bids just because a placement gets more clicks. Check whether those clicks turn into sales at a healthy cost.
A placement may deserve more budget if it has:
- Strong conversion rate
- Healthy ACoS
- Good ROAS
- Enough sales volume
- Strategic value for ranking or visibility
A placement may need lower bids if it has:
- High CPC
- Low conversion
- High spend with few sales
- Poor ACoS
- Weak return compared with other placements
Placement reporting is helpful when campaigns are spending heavily, but results feel uneven.
โAdvertised Product Report: How to Find Winning and Weak ASINs
The advertised product report shows ad performance by ASIN. It helps you see which products are driving results and which ones need listing work, budget changes, or campaign pauses.
Not every product deserves the same ad spend.
| ASIN Pattern | What It Means | Action |
|---|---|---|
| High sales, healthy ACoS | Strong advertised product | Increase budget carefully |
| High clicks, low sales | Listing or traffic issue | Review product page |
| High spend, no orders | Weak candidate for ads | Pause or reduce budget |
| Strong ROAS, low budget | Missed scaling opportunity | Increase daily budget |
| Low impressions | Targeting or bid issue | Review bids and keywords |
| High sales, low margin | Profit risk | Check product economics |
When Poor Ad Performance Is Actually a Listing Problem
Sometimes the campaign is not the real issue. The product listing may be holding back sales.
If an ASIN gets clicks but does not convert, check:
- Main image
- Product title
- Price
- Reviews
- Rating
- A+ Content
- Bullet points
- Coupons
- Inventory
- Delivery promise
- Product-market fit
Raising bids alone cannot fix the low conversion rate. While Ads can lead shoppers to your product page, the listing here determines the final conversion. Optimizing your product detail page is always crucial to closing the deal.
Purchased Product Report: How to Spot Halo Sales and Cross-Sell Opportunities
The purchased product report shows what shoppers bought after clicking an ad. This matters because shoppers may click on one advertised product but end up buying another from your catalog.
Use this report to find halo sales, cross-sell opportunities, and product relationships.
| Advertised Product | Purchased Product | What It May Mean | Action |
|---|---|---|---|
| Coffee pods | Larger coffee pod pack | Shopper wants better value | Test bundle or larger pack ads |
| Kitchen sink | Sink drain accessory | Accessory demand exists | Build cross-sell campaign |
| Baby blanket | Baby towel set | Related product interest | Promote product set |
| Supplement | Different supplement SKU | Routine-building behavior | Test bundle strategy |
| Skincare cleanser | Moisturizer | Routine opportunity | Build sequence campaign |
This report helps you see sales that do not happen on the exact advertised ASIN.
If shoppers often buy another product after clicking an ad, you may have a catalog opportunity. You can use this insight to build bundles, cross-sell campaigns, Store layouts, or Sponsored Brands campaigns.
The purchased product report also helps you understand brand halo. It shows whether advertising one product supports sales across the wider catalog.
โPerformance Over Time Report: How to Track Trends and Budget Pacing
The Performance Over Time report tracks campaign metrics by day or week. It helps sellers connect changes in spend, clicks, CPC, sales, and conversion with seasonality, budget pacing, promotions, and recent campaign edits.
One-day performance can be misleading, so use this report for context.
Review performance over time to understand:
- Spend trends
- CPC changes
- Sales changes
- Con
- Promotion impact
- Seasonality
- Inventory-related drops
For example, if CPC rises suddenly, competition may have increased. If conversion rates drop after a price change, the offer may have become less attractive. If sales fall while impressions remain steady, demand for the listing, offer, or category may have changed.
| Trend | Possible Cause | What to Check |
|---|---|---|
| Spend rises but sales do not | Poor targeting or higher CPC | Search term and targeting reports |
| CPC increases | Higher competition or aggressive bids | Placement and targeting reports |
| CTR drops | Creative, image, price, or relevance issue | Listing and search term data |
| CVR drops | Listing, price, review, or traffic issue | Advertised product report |
| ACoS improves, but sales fall | Over-restriction or low budget | Campaign and budget reports |
Use this report to connect performance changes with campaign edits, price changes, inventory shifts, promotions, or marketplace events.
ACoS vs ROAS vs TACoS: Which Metric Should You Trust?
ACoS, ROAS, and TACoS all matter, but they answer different questions. ACoS and ROAS show ad-attributed efficiency. TACoS shows how ad spend relates to total sales.
| Metric | Best For | Watchout |
|---|---|---|
| ACoS | Campaign efficiency | Ignores total sales impact |
| ROAS | Revenue return | Can hide margin issues |
| TACoS | Total account efficiency | Needs total sales context |
| CVR | Listing and traffic quality | Needs enough clicks |
| CTR | Relevance and click appeal | Does not prove profitability |
ACoS shows how much ad spend is needed to generate ad sales. A lower ACoS usually means a campaign is more efficient.
ROAS tells the same story from the other side. It shows how much ad revenue you get for every dollar spent.
TACoS is broader. It compares ad spend with total sales, not just ad-attributed sales. This helps you see whether ads support total account growth or only replace organic sales.
Use each metric for the right question:
- Use ACoS for campaign efficiency.
- Use ROAS for return on ad spend.
- Use TACoS for total business impact.
- Use CVR to judge listing and traffic quality.
- Use CTR to judge click appeal and relevance.
A campaign can have strong ROAS but still fail to grow the business. This usually indicates that a campaign is focusing too much on branded traffic.
A higher ACoS is not necessarily bad if the campaign supports a launch, new-to-brand growth, or organic ranking.
Know your campaign goal before you find a metric to evaluate it.
How to Access Amazon Ads Reports
You can access Amazon advertising reports through the Amazon Ads Console or Seller Central. The exact labels may vary by marketplace, account type, and interface version.
Through the Amazon Ads Console:
- Sign in to the Amazon Ads Console.
- Open Measurement & Reporting from the left navigation.
- Select Sponsored ads reports.
- Click Create report.
- Choose the advertising product and report type.
- Set the reporting period and time unit.
- Select the available columns or filters.
- Run and download the report.
Through Seller Central:
- Sign in to Seller Central.
- Open Reports.
- Select Advertising Reports or follow the link to the advertising console.
- Choose the campaign and report type.
- Set the date range and reporting options.
- Run and download the report.
- Compare the results with your campaign goals and KPI targets.
Do not download a report simply to store another spreadsheet. Start with a clear question, select the report that answers it, and turn the findings into a campaign action.โ
Weekly and Monthly Amazon Ads Reporting Cadence
Amazon Ads reporting works best with a clear schedule. Daily checks catch urgent problems. Weekly reviews guide campaign changes. Monthly and quarterly reviews guide the bigger strategy.
| Frequency | What to Review | Action |
|---|---|---|
| Daily | Spend pacing, budget outages, major spikes | Catch urgent issues |
| Weekly | Search terms, targeting, placement, ACoS | Adjust bids and negatives |
| Monthly | TACoS, ASIN performance, category trends | Reallocate budget and plan strategy |
| Quarterly | Channel mix, AMC, Attribution, profit | Adjust full-funnel strategy |
Daily Checks
Daily reporting should be light. The goal is not to make constant changes. It is to catch problems early.
Check:
- Campaign overspend
- Campaigns that run out of budget
- Sudden CPC spikes
- Inventory issues
- Major sales drops
- Policy or delivery issues
Avoid changing bids every day unless there is a clear issue.
Weekly Reviews
Weekly reviews should focus on campaign improvement.
Check:
- Search term performance
- Targeting performance
- Negative keyword opportunities
- Placement performance
- Campaign pacing
- ACoS and ROAS movement
- ASIN-level performance
Most Amazon PPC improvements happen during weekly reviews. This is where you reduce waste and move the budget toward stronger targets.
Monthly Reviews
Monthly reporting should connect campaign performance to business performance.
Review:
- TACoS
- Total sales
- Organic sales trends
- Ad-attributed sales
- ASIN profitability
- Budget allocation
- Category changes
- Listing conversion issues
Monthly reporting should answer whether advertising is helping the account grow, not just whether campaigns are spent efficiently.
Quarterly Reviews
Quarterly reviews are for bigger strategic decisions.
Review:
- Marketplace growth
- Full-funnel performance
- Attribution insights
- AMC insights
- New-to-brand performance
- Channel mix
- Budget planning
- Creative and listing priorities
Quarterly reporting helps decide what to scale next.
How to Turn Amazon Ads Reports Into Optimization Actions
Amazon Ads reports are only useful when they lead to action. The goal is not to track more numbers but to understand what should change. A structured Amazon PPC audit can help connect report findings with campaign structure, targeting, bids, budgets, and listing issues.
Use this table to connect common problems with reports and next steps.
| Problem | Report to Check | Likely Fix |
|---|---|---|
| High spend, low sales | Search term + targeting report | Add negatives, reduce bids |
| High CTR, low CVR | Advertised product report | Fix listing, price, reviews |
| Good ROAS, weak total sales | TACoS / total sales dashboard | Expand non-branded campaigns |
| High CPC | Targeting + placement report | Adjust bids and placements |
| Strong ASIN, low budget | Advertised product report | Increase campaign budget |
| Product page sales but low search sales | Placement report | Improve keyword strategy |
| Cross-sell pattern appears | Purchased product report | Build bundle or cross-sell campaigns |
| Campaign spends too early | Performance over time report | Adjust budget pacing |
| Low impressions | Targeting or bids | Increase bid or expand targets |
| High spend on broad terms | Search term report | Add negatives and split campaigns |
If Spend Is High but Sales Are Low
Start with the search term report and the targeting report.
Look for:
- Irrelevant search terms
- Broad terms with poor conversion
- High-click terms with no orders
- Product targets that spend without sales
- Keywords with rising CPC
Then reduce bids, add negatives, pause weak targets, or move stronger terms into separate campaigns.
If Clicks Are Strong but Conversion Is Weak
Start with the advertised product report.
If clicks are coming in but shoppers are not buying, the listing may be the issue.
Review:
- Price
- Main image
- Reviews
- Rating
- Bullets
- A+ Content
- Delivery promise
- Coupons
- Competitor offers
Do not keep increasing bids if the product page is not converting.
If ROAS Looks Good but Growth Is Flat
Look at TACoS and total sales.
A campaign can show strong ROAS if it mostly captures branded or low-funnel traffic. But that does not always mean it is growing the account.
Check whether:
- Total sales are improving.
- Organic sales are increasing.
- Non-branded campaigns are contributing.
- New customers are growing.
- Ad sales are replacing organic sales.
This is where dashboard reporting becomes important.
How to Export Amazon Ads Data
Amazon Ads reports can usually be downloaded as CSV or spreadsheet files for filtering, pivot tables, and offline analysis. Teams that run the same reports regularly should use consistent date ranges, naming conventions, and saved report settings to ensure comparisons remain accurate.
For recurring reporting, campaign data can be moved into Looker Studio, a business intelligence platform, or a custom Amazon Ads dashboard. This makes it easier to combine advertising data with total sales, inventory, pricing, and profitability information.
Manual spreadsheets may be enough for a small account. Brands managing many ASINs, campaigns, marketplaces, or stakeholders should consider automated reporting once the process of downloading, cleaning, and combining files becomes too time-consuming.
How to Build an Amazon Ads Reporting Dashboard
An Amazon Ads reporting dashboard should bring campaign, ASIN, keyword, budget, and total sales data into one clear view. The goal is to help teams make faster decisions.
A good dashboard should not show every possible metric. It should show the metrics that explain performance.
| Dashboard Widget | Why It Matters |
|---|---|
| Spend | Tracks ad investment |
| Ad sales | Shows ad-attributed revenue |
| Total sales | Shows broader account impact |
| ACoS | Measures campaign efficiency |
| ROAS | Shows return from ad spend |
| TACoS | Measures total business efficiency |
| CTR | Shows ad relevance |
| CPC | Shows traffic cost |
| CVR | Shows listing and traffic quality |
| Campaign performance | Compares campaign results |
| ASIN performance | Shows product-level winners and losers |
| Search term winners/wasters | Guides keyword actions |
| Placement performance | Guides placement bid strategy |
| Budget pacing | Prevents underfunding or overspending |
| New-to-brand sales | Shows customer growth where available |
| Inventory and pricing context | Explains performance changes |
The best dashboards connect Amazon Ads data with business context.
For example, if conversion drops, the dashboard should help you see whether the price changed, the inventory dropped, the reviews shifted, or a listing issue appeared.
Reporting should not live only in downloaded spreadsheets. A strong Amazon Ads reporting dashboard helps teams spot patterns faster and act with more confidence.
Native reports are usually enough for basic weekly optimization. Brands that need automation, bulk campaign management, advanced alerts, or multi-account reporting can also compare Amazon PPC software and reporting tools before choosing a platform.
When Standard Amazon Ads Reports Are Not Enough
Standard Amazon Ads reports are useful for daily and weekly campaign management. However, larger brands may need deeper measurement across external channels, audiences, advertising products, and customer journeys.
Depending on the question, teams can use Amazon Attribution, Amazon Marketing Cloud, the Amazon Ads API, or Amazon Marketing Stream.
Amazon Attribution
Amazon Attribution helps advertisers measure how marketing outside Amazon contributes to shopping activity and sales on Amazon.
Use Amazon Attribution when you want to understand the impact of:
- Google Ads
- Social media ads
- Email campaigns
- Influencer campaigns
- Affiliate traffic
- Publisher traffic
- Display or video campaigns outside Amazon
This is useful when your brand sends traffic to Amazon from outside channels. It helps show whether those channels lead to product detail page views, add-to-carts, purchases, or sales.
Amazon Attribution is best for answering the question: โDid this external campaign help drive Amazon results?โ
Amazon Marketing Cloud
Amazon Marketing Cloud is a privacy-safe cloud environment that lets eligible advertisers analyze pseudonymized Amazon Ads signals alongside their own permitted inputs.
Use AMC when you need to understand:
- Customer journeys
- Audience overlap
- Frequency
- Assisted conversions
- Incrementality
- Path to purchase
- DSP and Sponsored Ads interaction
- Custom audience opportunities
AMC is not needed for every seller. It is more useful for larger advertisers with enough spend, data, and measurement needs.
Amazon Ads reports show campaign performance. AMC can help explain deeper shopper behavior and media impact.
Amazon Advertising API Reports for Developers
The Amazon Ads API Reporting documentation is mainly designed for developers, data engineers, advertising platforms, and business intelligence teams. It allows approved users to request advertising performance reports programmatically, rather than downloading each report manually from the console.
API reports can be used to pull campaign, keyword, target, placement, ASIN, and other performance data into internal tools or reporting dashboards. Amazonโs current version 3 reporting system supports reporting configurations across advertising products, although available report types, metrics, migration status, and retention periods can differ by ad product.
The API is useful when:
- Reports need to be generated on a fixed schedule.
- A company manages many campaigns, accounts, or marketplaces.
- Advertising data must be combined with sales, inventory, or financial information.
- A team needs custom reporting fields or automated dashboards.
- Manual report downloads take too much time.
Most sellers do not need to build a direct API integration. Brands that want API-level reporting without maintaining authentication, report requests, data storage, and dashboard infrastructure can work with an Amazon advertising partner or use a managed BI dashboard.
How Amazon Marketing Stream Is Different
The Amazon Marketing Stream differs from standard API reporting. API reports are generally requested and downloaded for selected reporting periods. Marketing Stream delivers advertising events more frequently and changes more often, making it better suited to intraday pacing, hourly performance analysis, automated alerts, and faster optimization systems.
Use scheduled API reports for structured historical and recurring analysis. Use Marketing Stream when your team needs more frequent signals about campaign performance and budget movement.โ
Common Amazon Ads Reporting Mistakes
Most Amazon Ads reporting mistakes happen when sellers look at numbers without connecting them to action. A report should not just explain what happened. It should help decide what to do next.
Looking Only at ROAS
ROAS is useful, but it does not show the full picture. A campaign can have high ROAS and still fail to grow the business.
Always review ROAS with ACoS, TACoS, total sales, and campaign goals.
Ignoring TACoS
TACoS helps show whether ad spend supports total business growth. If ad sales increase but total sales do not, the account may be too dependent on paid traffic.
Track TACoS monthly, especially for mature products.
Not Separating Branded and Non-Branded Campaigns
Branded terms often perform better because shoppers already know your brand. Non-branded terms are usually harder but may create more growth.
If you mix them, reporting becomes misleading.
Separate branded and non-branded campaigns when possible.
Not Using Search Term Data
Search term reports show what shoppers actually searched. Ignoring this data can lead to wasted spend.
Use search terms to:
- Add negative keywords
- Build manual campaigns
- Improve listing SEO
- Find new opportunities
Ignoring Placement Performance
Some placements cost more than others. If you do not check placement reports, you may overpay for traffic that does not convert.
Review Top of Search, Rest of Search, and Product Page performance separately.
Treating All ASINs the Same
Not every ASIN deserves the same ad spend. Some products have better margins, stronger conversion, or higher growth potential.
Use the advertised product report to shift budget toward stronger ASINs.
Not Accounting for Inventory or Price Changes
Ad performance can change because of inventory, pricing, coupons, reviews, or Buy Box issues. Reporting should include this context.
Do not blame the campaign before checking the product page.
Reporting Numbers Without Actions
A report that only lists numbers is not enough. Every reporting review should answer:
- What changed?
- Why did it change?
- What should we do next?
- Who owns the action?
- When will we check again?
This makes reporting more useful than passive.
โWhen Should You Get Expert Help With Amazon Ads Reporting?
You should get expert help with Amazon Ads reporting when spending is growing, but decisions are unclear. This often happens when reports take too long to build, ACoS and TACoS tell different stories, or teams cannot connect ad data with total business growth.
Some sellers can manage basic reporting in-house. Larger brands often need stronger systems, cleaner dashboards, and deeper analysis.
Brands that need reporting help should look for a partner that can connect campaign data with listing quality, profitability, ACoS, TACoS, total sales, and marketplace growth. The right partner should provide clear recommendations rather than sending spreadsheets without context.
You may need help if:
- Spending is rising, but sales are flat.
- ACoS looks good, but TACoS is getting worse.
- Reporting takes too much time.
- Weekly campaign work is inconsistent.
- Search terms are not cleaned up.
- Multiple ASINs are hard to track.
- Multiple marketplaces are hard to compare.
- Leadership needs cleaner dashboards.
- Amazon Attribution or AMC is needed.
- No one can explain what is driving growth.
A strong reporting partner should not just send a spreadsheet. They should explain what happened, why it happened, and what should change next.
That is the difference between tracking reports and using reporting as a growth system.
Conclusion: Turn Amazon Ads Reporting Into Better Decisions
Amazon Ads reporting should not be treated as a monthly spreadsheet. It should be a decision system that helps you improve campaigns every week.
The right reports can show which search terms convert, which targets waste money, which ASINs deserve more budget, and which placements are worth higher bids.
Strong reporting also goes beyond campaign-level ROAS. Sellers need to understand ACoS, TACoS, total sales, listing performance, budget pacing, and customer behavior across the buying journey.
Start with the core reports: search term, targeting, placement, advertised product, purchased product, and performance over time. Then build a weekly process that turns data into clear actions.
When your reporting becomes faster and clearer, your advertising decisions become stronger.
Book a 1:1 growth call with SalesDuo.
Amazon Ads Reporting FAQ
1. What is Amazon Ads reporting?
Amazon Ads reporting is the process of reviewing campaign reports and metrics to understand ad performance, wasted spend, keyword results, placement performance, ASIN-level results, ACoS, ROAS, and total sales impact.
2. What are the most important Amazon advertising reports?
The most important Amazon advertising reports include the search term report, targeting report, advertised product report, placement report, performance over time report, and purchased product report.
3. What is the Amazon Performance Over Time report?
The Performance Over Time report shows how campaign metrics change by day or week. Sellers can use it to track spend pacing, CPC, clicks, sales, conversion, ACoS, seasonality, promotions, and the effects of campaign edits.
4. How do I access Amazon Ads reports?
Log in to Seller Central or Amazon Ads Console, go to Reports, choose Advertising Reports, select the report type, set your date range, configure the report, and run or download it.
5. What is the Amazon search term report?
The Amazon search term report shows the shopper searches that triggered your ads and led to impressions, clicks, spend, sales, ACoS, or ROAS.
6. What is the Amazon targeting report?
The targeting report shows how your keywords, ASIN targets, category targets, or audience targets perform. Use it to adjust bids, pause weak targets, and scale strong targets.
7. What is the placement report used for?
The placement report shows how ads perform across placements such as Top of Search, Rest of Search, and Product Pages. Use it to decide whether placement bid adjustments are worth the cost.
8. What is the difference between ACoS, ROAS, and TACoS?
ACoS shows ad spend as a percentage of ad sales. ROAS shows revenue generated per ad dollar. TACoS shows ad spend as a percentage of total sales.
9. How often should I review Amazon Ads reports?
Review spend pacing daily, search terms and targeting weekly, and ASIN-level performance, TACoS, and budget allocation monthly. Larger strategic reviews can happen quarterly.
10. What metrics should be in an Amazon Ads reporting dashboard?
A strong Amazon Ads dashboard should include spend, sales, ACoS, ROAS, TACoS, CTR, CPC, CVR, campaign performance, ASIN performance, search term data, placement performance, and budget pacing.
11. Can Amazon Ads data be added to Looker Studio?
Yes. Teams can export Amazon Ads data and load it into Looker Studio manually or use an API, connector, data warehouse, or managed BI solution. Automated connections are usually more practical for brands with many campaigns, ASINs, or marketplaces.
12. When should I use Amazon Attribution or Amazon Marketing Cloud?
Use Amazon Attribution to measure non-Amazon channels. Use Amazon Marketing Cloud when you need advanced, privacy-safe custom analytics that integrate Amazon Ads signals with advertiser-owned inputs.
13. What is the Amazon advertising reporting API?
The Amazon advertising reporting API lets approved developers and BI teams request advertising reports programmatically. It is mainly used for automated report pulls, custom dashboards, multi-account reporting, and for connecting ad data to internal business systems.
About the Author
Shiny Silvaraju is an energetic young professional whoโs passionate about solving real-world business problems. As an Amazon ads expert, sheโs making her mark by turning challenges into exciting opportunities. Beyond her hustle, Shiny loves brainstorming creative ideas and getting lost in inspiring books.
