Table of Contents
Amazon Ads Reporting: A Complete Guide to Reports in Ad Console
Amazon ads reporting's home is the Ad Console under Measurement and Reporting. It looks at three ad types: Sponsored Products, Sponsored Brands, and Sponsored Display with over 20 report variations. Most sellers only rely on four reports for the majority of their optimizations: Search Term, Targeting, Advertised Product, and Placement. Each one answers a different question, so the quickest approach is to choose your question first, then pick the matching report.
TL;DR
Where to find them | Ad Console > Measurement and Reporting (unified reporting experience launched at unBoxed November 2025). |
Ad types covered | Sponsored Products, Sponsored Brands, Sponsored Display. |
Report variations | 20+ across the three ad types, with Sponsored Products carrying the deepest menu. |
Attribution windows | 7 days for Sponsored Products; 14 days for Sponsored Brands and Sponsored Display. |
Data retention | 2 weeks for hourly, 15 months for daily and weekly, up to 6 years for monthly, yearly, and summary-grain data. |
Output format | CSV or Excel inside Ad Console; also pullable via the Amazon Ads API and Amazon Marketing Stream. |
Scheduling | Recurring delivery is now supported directly in Ad Console on a daily, weekly, or monthly cadence. |
Four to start with | Search Term, Targeting, Advertised Product, and Placement cover roughly 80 percent of weekly optimisation decisions. |
What are Amazon advertising reports?
Amazon advertising reports are data files you get from the Amazon Ad Console. These files show how your sponsored ads did based on keywords, ASINs, audiences, and placements. The console offers three ad types—Sponsored Products, Sponsored Brands, and Sponsored Display—and more than 20 report versions.
Each report helps answer specific optimization questions, like which search terms led to sales or where clicks turn into conversions. The info is valid for 65 days and comes in CSV or Excel format. You can make these reports on demand within the console or get them using the Amazon Ads API.
Why Amazon advertising reports matter
Amazon advertising reports are essential because the default campaign view in Ad Console doesn't show where your money wins or loses. The ACoS and ROAS averages for campaigns hide what really matters; it's the details at the search term, ASIN, and placement levels that reveal wasted spend and growth chances.
Without these reports, you can't know which keywords work, which auto-targets to tap, or if certain SKUs are budget drainers. Plus, assessing negations, harvesting, bid modifiers, and budget reallocs depends on the data these reports provide. So, for any significant Amazon PPC move, you need the deeper insights these reports offer.
How Amazon ads reporting works
Amazon ads reporting involves downloading and analyzing the data yourself. You start by requesting a report through the Ad Console. Amazon creates it behind the scenes, and soon it shows up in your report history.
To make a report, log in to advertising.amazon.com, click on Measurement and Reporting, then Sponsored Ads Reports, and finally Create Report. Select your ad type, report type, time unit (daily or summary), date range, and marketplace. Under the unified reporting experience, you can also schedule recurring delivery directly inside Ad Console on a daily, weekly, or monthly cadence no API engineering required for the basic cases
The three ad types and their reports
Amazon Ads reporting is organized by ad type first, report type second. Knowing what each ad type offers prevents wasted clicks looking for a report that does not exist there.
Ad type | Reports available | Attribution window | Best for |
Sponsored Products | 13+ report types | 7 days | Search-intent, conversion-focused PPC |
Sponsored Brands | Keyword, Placement, Search Term, Attributed Purchases | 14 days | Brand awareness, multi-product visibility |
Sponsored Display | Campaign, Targeting, Advertised Product, Purchased Product | 14 days | Retargeting, audience-based display |
Sponsored Products carries most of the reporting weight because it is the dominant ad format and offers the deepest targeting controls. Sponsored Brands and Sponsored Display reports overlap conceptually but use different attribution logic, so do not compare ROAS across ad types directly.
Sponsored Products reports explained
Sponsored Products has the largest reporting menu. The reports you will actually use most weeks:
• Search Term report: Shows the actual shopper queries that triggered your ads and led to at least one click. Used for keyword harvesting and negation.
• Targeting report: Performance of every keyword, ASIN, category, and auto-targeting expression you are running. Use it to spot duplicate targets, raise bids on winners, pause losers.
• Advertised Product report: Sales and performance per advertised ASIN with at least one impression. The fastest way to find SKUs quietly burning spend.
• Placement report: Performance across four placements (top of search, rest of search, product pages, off-Amazon remarketing). Required input for placement bid modifiers.
• Campaign report: Aggregate performance across all Sponsored Products campaigns. Best for high-level budget reviews.
• Purchased Product report: Products customers bought after clicking your ad, even if not the advertised SKU. Useful for halo-effect analysis.
• Search Term Impression Share report: Your impression share on each search term vs all advertisers. Surfaces under-bid keywords.
• Performance Over Time report: Trend lines for spend, clicks, and CPC. Best for week-over-week monitoring.
Sponsored Brands and Sponsored Display reports
Sponsored Brands reports cover Keyword, Placement, Search Term, Search Term Impression Share, Category Benchmark, and Attributed Purchases. The Attributed Purchases report is unique to Sponsored Brands and shows whether the buyer purchased the advertised product or a different one from your catalog, which matters for measuring true brand-driven sales.
Sponsored Display covers Campaign, Targeting, Advertised Product, and Purchased Product. The Targeting report here reports on audiences and views rather than keywords, since Sponsored Display is audience-based, not search-based.
The Four reports that drive 80% of decisions
Most sellers do not need every report. Four cover the vast majority of weekly optimization work. Use this matrix as a lookup.
Report | Question it answers |
Search Term | What did shoppers actually type before clicking my ad? |
Targeting | How are my keywords, ASINs, and categories performing? |
Advertised Product | Which SKUs are profitable, and which are draining spend? |
Placement | Is top-of-search worth the premium for this campaign? |
Start every weekly review with the Search Term report, then move to Targeting, then Placement. The Advertised Product report comes in monthly to catch SKU-level drift.
How to read the Search Term report
Open the Search Term report and sort by clicks descending. Then walk through three filters.
First, find search terms with 10 or more clicks and zero orders. These are negative-keyword candidates; add them to a negative list to stop bleeding spend. Second, find search terms with strong ROAS running under broad or phrase match and promote them into a new exact-match campaign where you can bid them up without inflating broad-campaign CPC. Third, scan for competitor ASINs (terms that look like B0XXXXXXXX); these are product targeting opportunities for Sponsored Display.
How to read the Placement report
The Placement report breaks performance into four placements: top of search, rest of search, product pages, and off-Amazon remarketing (Sponsored Display only). Top of search typically converts 2x to 3x better than rest of search but costs more per click.
Look for campaigns where top-of-search ROAS is at least 1.5x the rest-of-search ROAS. For those, set a top-of-search placement bid modifier between 25% and 100%. For campaigns where top-of-search underperforms, set the modifier to zero. Tools like atom11 automate this placement analysis across hundreds of campaigns so modifiers update continuously instead of in a monthly batch.
Building a weekly Amazon ads reporting routine
A reporting routine matters more than which reports you pull. Without one, you either pull everything and freeze, or pull nothing and drift. A workable weekly cadence:
• Monday: Download the Search Term report for the last 7 days. Negate non-converters with 10+ clicks. Harvest winners into exact match.
• Wednesday: Download the Placement report for the last 14 days. Adjust top-of-search modifiers on campaigns where the premium pays off.
• Friday: Pull the Performance Over Time data. Compare CPC, spend, and ACoS to the prior 4-week average. Flag any campaign drifting more than 20%.
• Monthly: Run the Advertised Product report. Find SKUs spending without converting and either pause them or move them to a sandbox campaign for testing.
That schedule covers 80% of optimization opportunities in roughly two hours per week. Anything more granular is either automation work or a deeper audit triggered by specific drift.
Common Amazon ads reporting pitfalls
• Ignoring the 65-day data limit. Amazon does not store report history beyond 65 days. Set up a weekly export to your own warehouse or use a tool that pulls from the Amazon Ads API.
• Comparing ROAS across ad types. Sponsored Products uses a 7-day attribution window; Sponsored Brands and Sponsored Display use 14 days. The numbers are not directly comparable.
• Pulling daily grains for monthly reviews. Daily dataset inflate row counts and make it harder to spot trends. Use Summary for trend reviews, Daily only when investigating a specific anomaly.
• Treating auto-campaign search terms as keywords. Auto campaigns surface search terms via four match types (close, loose, substitutes, complements). Promote winners to manual exact match instead of leaving them in auto.
• Forgetting impression share. If your Search Term Impression Share is below 30% on a top keyword, your bid is the bottleneck, not your listing.
Most teams that struggle with Amazon ads reporting are not missing reports; they are missing a routine. Pick four reports, run them on a schedule, and act on three things per session. Platforms like atom11 sit on top of the same reports and automate the bid, negation, and harvesting actions that follow.
Conclusion
Amazon ads reporting works best when you stop pulling every report and start pulling four on a fixed schedule. The Search Term, Targeting, Placement, and Advertised Product reports cover 80% of optimization decisions. Build a weekly routine around them, export weekly to beat the 65-day data limit, and act on three things per session.
FAQs
Where do I find Amazon ads reports?
Sign in to advertising.amazon.com, click Measurement and Reporting in the left navigation, then Sponsored Ads Reports, then Create Report.
How long does Amazon keep ad report data?
Up to 65 days. Anything older has to come from your own archive or a tool that pulls historical data via the Amazon Ads API.
What is the most important Amazon ads report?
The Search Term report. It shows the queries shoppers used before clicking, which feeds both keyword harvesting and negative-keyword decisions.
What is the difference between the Search Term and Targeting reports?
The Search Term report shows what shoppers typed. The Targeting report shows how your chosen keywords, ASINs, and categories performed.
Why does my Sponsored Products ROAS differ from Sponsored Brands?
Sponsored Products uses a 7-day attribution window; Sponsored Brands uses 14 days. Longer windows capture more conversions, so the numbers are not directly comparable.
How do I download multiple Amazon ad reports at once?
Ad Console only lets you create one report at a time. For parallel pulls, use the Amazon Ads API or a third-party tool that connects to it.
What is the Rufus Prompts report?
Introduced in 2025, the Prompts report tracks performance when your products appear in Rufus AI-generated shopping suggestions.
Can I schedule Amazon ad reports?
Yes. Inside the unified reporting experience, Ad Console now supports scheduled recurring delivery on a daily, weekly, or monthly cadence directly from the interface. For more advanced automation custom destinations, transformation, or integration with a warehouse, the Amazon Ads API and Amazon Marketing Stream remain the cleaner option.
