Master Amazon Advertising Reports: 2025 Complete Guide

Do you run advertising campaigns for your Amazon business but struggle to determine if they’re truly effective? You’re not alone, many sellers face this challenge.

Here’s the thing: if you’re not checking your Amazon Advertising Reports, you’re missing out on valuable insights that can make or break your success. Advertising without tracking results is like driving blind, you won’t know if you’re on the right path or wasting money.

In this guide, our Amazon agency will show you everything you need to know about Amazon Advertising Reports. By the end, you’ll learn how to measure, analyze, and optimize your campaigns for better results.

Table of Contents

What Are Amazon Advertising Reports?

Some Amazon sellers believe that using ads will automatically boost their visibility and drive traffic to their listings or brand storefronts. They assume that once their ads are live, they can shift focus to other areas of their business without further attention to their campaigns.

However, that’s far from the truth. Monitoring ads and understanding how they impact your sales and visibility is essential, and this is where Amazon Advertising Reports come in.

Amazon Advertising Reports are powerful tools that provide detailed insights into your ad campaigns’ performance. These reports reveal key data such as impressions, clicks, conversions, and sales, helping you track how your ads are performing.

Beyond basic metrics, Amazon Advertising Reports offer advanced insights like customer behavior, new-to-brand purchases, and subscription trends. With this data, you can assess the effectiveness of your campaigns and make informed decisions to maximize your return on investment.

Types of Amazon Advertising Reports

Amazon Advertising offers a range of reports that provide different insights into the performance of your ads. These reports help you track various metrics, analyze customer behavior, and optimize your advertising strategies.

Below are the different types of Amazon Advertising reports for each campaign category:

1. Sponsored Products Reports

Sponsored Products reports focus on the performance of your individual product ads. The key reports include:

Report Type Description
Targeting Report
Insights into how your targeting settings are performing.
Advertised Product Report
Data on the products you’re advertising and their performance.
Search Term Report
Metrics on the search terms that triggered your ads.
Campaign Report
A high-level overview of campaign performance.
Budget Report
Information about the budget allocation and expenditure for your campaigns.
Placement Report
Shows where your ads appeared on Amazon, like search results or product pages.
Purchased Product Report
Tracks the products purchased after clicking your ads.
Performance Over Time Report
Metrics showing how your ads are performing over a set time period.
Search Term Impression Share Report
Data on how often your ads appear for specific search terms.
Gross and Invalid Traffic Report
Identifies fraudulent or invalid clicks that could distort your campaign’s performance.

2. Sponsored Brands Reports

Sponsored Brands reports provide insights into the performance of your headline banner ads. The key reports include:

Report Type Description
Keyword Report
Shows how well your targeted keywords are performing.
Keyword Placement Report
Information on where your keyword-targeted ads are being placed.
Campaign Report
A comprehensive look at campaign performance.
Campaign Placement Report
Displays data on ad placements within campaigns.
Search Term Report
Details the search terms triggering your ads.
Search Term Impression Share Report
Data on the impression share for your ads based on search terms.
Category Benchmark Report
Offers a comparison of your performance against industry averages.
Attributed Purchases Report
Tracks purchases attributed to your ads.
Gross and Invalid Traffic Report
Identifies invalid or non-legitimate traffic affecting your ad campaigns.

3. Sponsored Display Reports

Sponsored Display ads reach customers both on and off Amazon. These reports help you track the success of your display ads. The key reports include:

Report Type Description
Campaign Report
Provides a performance overview of your display campaigns.
Targeting Report
Insights into the performance of your display ad targeting.
Advertised Product Report
Data on the products you’re promoting through display ads.
Purchased Product Report
Tracks products purchased after interacting with your display ad.
Matched Target Report
Data on the audience segments that match your targeting settings.
Gross and Invalid Traffic Report
Identifies any fraudulent or invalid traffic affecting your campaign.
Pricing Transparency Report
Shows the transparency of your pricing, helping you assess customer trust in your offers.

4. Amazon Attribution Reports

Amazon Attribution reports help you understand how your off-Amazon marketing efforts contribute to your Amazon sales. The key reports include:

Report Type Description
Channel Publisher Report

Tracks performance by external channel publishers (e.g., social media, email campaigns).

Campaign Report
Measures the performance of your off-Amazon campaigns in driving Amazon sales.
Keyword or Creative Report
Shows the effectiveness of the keywords or creatives used in external ads.
Promoted Product Report
Tracks the performance of products promoted through external ads.
Promoted Product (Rollup) Report
Provides aggregated data on promoted products.
Brand Halo Product Report
Insights into how off-Amazon ads boost sales for related brand products.
Brand Halo Product (Rollup) Report
Aggregated data on the brand halo effect, showing how external ads impact the broader brand’s performance.
Brand Halo Snapshot Report
A snapshot of the overall effect your external advertising has on your brand’s presence on Amazon.

Why Amazon Advertising Reports Are Important

Advertising reports are crucial for Amazon sellers as they provide detailed insights that can significantly influence decision-making. These reports are not just about tracking ad performance; they can drive strategic changes that improve your overall business.

Here are several reasons why Amazon Advertising reports are essential for sellers:

  • Improved ROI
    Analyzing ad data helps sellers identify successful campaigns and optimize their budget for better returns. This allows for more efficient use of resources, increasing profitability.
  • Better Targeting of Customers
    Reports offer valuable insights into customer behavior, enabling sellers to target the right audience with precision. This improves the relevance of ads, increasing the chances of conversion.
  • Increased Sales and Revenue
    By using advertising data, sellers can optimize their campaigns to drive more traffic and conversions. This leads to higher sales and greater overall revenue.
  • Cost Savings
    Reports highlight underperforming campaigns, allowing sellers to adjust their spending. This reduces waste and ensures that ad spend are allocated to higher-performing strategies.
  • Competitive Advantage
    With data-driven insights, sellers can make quicker and smarter decisions to outperform their competition. This gives them an edge by allowing for faster adaptation and more effective strategies.

How to Access Amazon Advertising Reports

Now that you understand how crucial it is to know Amazon Advertising reports, you might be wondering how to access them. Well, it’s easy to do as long as you follow this step-by-step guide:

Step 1: Log in to Seller Central

Amazon Advertising Reports - Step By Step Guide 1
Step 1: Log in to Seller Central

Step 2: Go to the Advertising Reports Section

  • In your Seller Central dashboard, go to the Reports tab in the side menu.
  • Select Advertising Reports from the submenu.
Amazon Advertising Reports - Step By Step Guide 2
Step 2: Go to Advertising Reports

Step 3: Click the Create Report Button

  • Once you are in the Amazon Advertising click the Create Report button at the top-left corner. 
Amazon Advertising Reports - Step By Step Guide 3
Step 3: Click Create Report

Step 4: Select the Report Type

  • After selecting the ad category, choose the report type you wish to generate. The available report types vary by category:
    • For Sponsored Products: Options include Campaign Report, Search Term Report, and others.
    • For Sponsored Brands: Options include Campaign Report, Keyword Report, and more.
    • For Sponsored Display: Options include Campaign Report, Targeting Report, and others.
Amazon Advertising Reports - Step By Step Guide 4
Step 4: Select Report Type

Step 5: Customize the Report Period

  • Define the date range for the data you want to analyze (e.g., last 7 days, last 30 days, custom range).
  • Click Save after specifying the date range.
Amazon Advertising Reports - Step By Step Guide 5
Step 5: Customize Report Period

Step 6: Generate and Download Your Report

  • Click the Run Report button to generate the report.
  • Once the report is ready, you’ll receive a notification and be able to download the file in CSV or other formats for easy analysis.
Amazon Advertising Reports - Step By Step Guide 6
Step 6: Run Report

Tips for Data Analysis Using Amazon Advertising Reports

Understanding and interpreting data from Amazon Advertising reports is a crucial step in optimizing your ad campaigns. By focusing on key metrics and applying a strategic approach, you can discover valuable insights to drive better performance and growth for your business.

Key Metrics to Focus On in Your Advertising Reports

Below are the key metrics to monitor when analyzing your Amazon Advertising reports:

  • Impressions: The number of times your ad was shown.
  • Clicks: The number of times users clicked on your ad.
  • Sales: Revenue generated from your ads.
  • CTR: The ratio of clicks to impressions, showing ad effectiveness.
  • Conversion Rate: The percentage of clicks that result in sales.
  • ACoS: The cost of ads compared to sales revenue.
  • ROAS: Revenue generated for each dollar spent on ads.
  • Budget Spend: The total amount spent on advertising.
  • Invalid Traffic: The amount of fraudulent or low-quality clicks.

How to Use These Metrics to Evaluate Ad Performance

Analyzing these metrics helps assess how well your ads are performing, allowing you to make data-driven decisions.

  • Visibility & Engagement: Use Impressions and Clicks to evaluate if your ads are being seen and engaged with.
  • Effectiveness: Track CTR and Conversion Rates to understand if your ads and product pages are converting visitors into buyers.
  • ROI: Use ACoS and ROAS to measure whether your ad spend is yielding a positive return.
  • Budget Management: Monitor Budget Spend to ensure you’re staying within your budget while achieving sales goals.
  • Quality Traffic: Track Invalid Traffic to avoid wasting money on low-quality clicks.

Strategies for Growth Using Amazon Advertising Reports

By strategically analyzing your data, you can optimize your campaigns and achieve sustained growth. Here’s how you can apply these insights to improve your performance:

  1. Refine Targeting and Keywords
    Use Search Term Reports and Keyword Reports to discover high-performing keywords and adjust targeting for better results.

  2. Improve Bidding Strategy
    Review Performance Over Time and Placement Reports to identify the best-performing placements and adjust your bids accordingly.

  3. Optimize Product Listings
    High Clicks but low Conversions may indicate a need to optimize your product listings for better sales conversion.

  4. Analyze Trends
    Compare performance over time to spot trends and plan accordingly, adjusting strategies for seasonal changes or ongoing shifts.

  5. Adjust Based on Budget and Goals
    Use Budget Spend and Sales data to allocate resources effectively and ensure your campaigns are staying on track.

Video Tutorials for Optimizing Your Amazon Ads

Knowing how to optimize your Amazon ads is essential to make the most out of your advertising reports. These videos offer practical tips and techniques to refine your advertising strategies, helping you turn insights from your reports into actionable improvements that drive results.

Test Your Knowledge on Amazon Advertising Reports

With all the valuable insights you’ve learned about Amazon Advertising Reports, do you think you’ve mastered the key concepts? Now’s the perfect time to put your knowledge to the test.

Answer the questions in the quiz below to see how well you understand the different types of reports, key metrics, and how to analyze them. Take the quiz and discover if you’re ready to make data-driven decisions that will drive your business to success.

Harness the Power of Amazon Advertising Reports

Mastering Amazon Advertising Reports is important for any seller who wants to improve their advertising performance. By looking into these reports, you can make informed decisions that help optimize your campaigns, ultimately leading to higher returns and better targeting.

If you’ve absorbed the key insights from this guide, you should be well on your way to using data effectively. As you continue to refine your strategies and monitor your ad performance, your ability to make data-driven decisions will give you a significant edge over the competition.

Do you need help analyzing your advertising reports or optimizing your Amazon advertising campaigns? Reach out to our full-service Amazon agency and get expert assistance from our team of Amazon specialists.

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Francisco Valadez, Vice President for Brand Operations - My Amazon Guy

Francisco Valadez, VP of Brand Operations

Hi I’m Francisco, VP of Brand Management Operations at My Amazon Guy, leading a global team of 500+ Amazon experts. We help clients in new business development, strategic negotiations, and Amazon Seller Central optimization, helping you grow your sales and overcome the challenges of selling on Amazon.

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