Amazon Advertising Reports: The Complete Guide for Smarter Ad Decisions

1. Search Term Report (Sponsored Products & Brands)

The most actionable of all Amazon advertising reports, this shows the actual customer search queries that triggered your ads.

Metrics Tracked: Impressions, clicks, spend, conversions, sales, CTR, and ACoS.

How to use it:

• Move high-converting search terms to exact match campaigns.

• Add irrelevant or low-intent queries as negative keywords.

Updated every 12 hours. Available for Sponsored Products and Sponsored Brands campaigns.

2. Campaign Performance Report

Provides an overview of campaign-level metrics, impressions, clicks, spend, sales, and ACoS.

Note: ROAS isn’t a native column in all reports (e.g., Sponsored Products). Calculate manually:

ROAS = Sales ÷ Spend

Pro Tip:
Segment campaigns by branded, competitor, and generic to evaluate profitability and bidding strategy.

3. Advertised Product Report (ASIN-Level Insights)

Gives SKU-level breakdowns to show which ASINs are performing best within your ads.

Use it to:

• Shift budgets to high-performing ASINs.

• Pause or optimize low-return SKUs.

• Match top-performing products with high-intent keywords.

4. Placement Report

Shows performance across placements, Top of Search, Product Pages, and Rest of Search.

Optimization Ideas:

• Apply bid multipliers to Top of Search and Product Pages placements.

• Track placement-wise conversion rates to improve spend allocation.

• Balance exposure (Top of Search) with efficiency (Product Pages).

Placement multipliers apply only to Top of Search and Product Pages placements.

5. Purchased Product Report

Reveals the ASINs actually purchased after a customer clicked your ad, not necessarily the advertised one. 

Use it for:

• Identifying cross-sell or bundle opportunities.

• Understanding product substitution trends.

Available for Sponsored Products campaigns.

6. Performance Over Time Report

Tracks campaign metrics by day, week, or month.

Use it to:

• Spot seasonality and sales peaks.

• Align budget increases with high-conversion events (Prime Day, Diwali, etc.).

• Compare ACoS and ROAS trends across weeks.

7. Impression Share & Budget Utilization Reports

Impression Share metrics (available since 2023) show how often your ad appeared versus competitors in Sponsored Products and Sponsored Brands.

Budget Utilization metrics (visible in Campaign Manager and the Amazon Ads Reporting API) highlight where campaigns miss impressions due to limited budgets.

Use them to:

• Identify lost visibility due to budget caps or bid ceilings.

• Adjust bids strategically to increase voice share.

AMC and DSP provide complementary metrics like reach, frequency, and audience overlap, useful for upper-funnel insights but distinct from impression share.

The Reporting Challenge

Managing Amazon ad data across platforms isn’t easy. Each system has its own format, refresh cycle, and export method:

This fragmentation causes:

• Manual report merging

• Data mismatches between Seller Central and DSP

• Delayed reactions to campaign changes

To overcome this, advertisers use the Amazon Ads API (v2 Reporting Endpoints) for automated dashboards, but it requires engineering bandwidth and technical setup.

Hector: Turning Amazon Advertising Reports Into Strategy

Hector isn’t another analytics dashboard; it’s a unified Amazon Advertising Intelligence Platform designed for agencies and advanced advertisers.

What Makes Hector Different

1. Unified Data Layer

Integrates data from:

• Amazon Ads API (v2) for Sponsored Ads

• DSP Reporting Feeds

• Amazon Marketing Cloud (AMC)

• Retail data from Seller & Vendor accounts

Result: one cohesive reporting layer.

2. Visual Dashboards with Deep Filters

Instantly analyze ACoS, ROAS, CTR, CVR, and audience metrics.

Filter by ASIN, keyword, campaign type, or placement for near-real-time insight.

3. No-Code AMC Analytics

AMC’s SQL requirement often limits adoption.

Hector removes this barrier with visual query builders for audience creation, repeat-purchase analysis, and multi-device path tracking.

4. Rule-Based Automation

Set optimization rules to act on data automatically:

• Pause keywords exceeding 40% ACoS for 5+ days.

• Increase budget for campaigns hitting 5× ROAS.

• Flag broad keywords with CTR > 3% to prioritize exact match bidding.

Automation ensures your campaigns stay lean and performance-driven.

How Often to Monitor Amazon Ads Reports

Data Without Action Is Just Noise

Amazon gives you data, but data only matters when converted into action.

With integrated tools like Hector, the Amazon Ads API, and robust Advertising Reports, brands can shift from reactive reporting to proactive scaling.

The spreadsheet era is ending, 2025 belongs to automated, insight-driven advertising.