Amazon Advertising Reports Every Seller Needs to Track 2026

Amazon Advertising Reports: The Marketer’s Guide to Growth

As an Amazon seller, you must know the importance of running PPC campaigns for your products.

But the work doesn’t stop there.

Let’s say you’ve launched your PPC campaign, picked keywords, and set up your ad budget—now what?

How do you know if your efforts are paying off?

That’s where the Amazon advertising report comes in!

Think of it as the guiding wheel for your campaigns that helps you understand what works and what doesn’t for your campaigns.

With this information, you can plan your campaigns better, use budgets smarter, and set your Amazon campaigns up for success.

Let’s go over the different advertising reports Amazon offers and how to use them in this blog.

Here is a quick peek into the article:

Amazon Advertising Report Types
- Sponsored Products (SP)
- Sponsored Brands (SB)
- Sponsored Brand Videos (SBV)
- Sponsored Display (SD)
The most useful Amazon advertising reports – How to analyze them
How to download Amazon advertising reports from Seller Central
Final thoughts

Amazon Advertising Report Types

Amazon offers multiple PPC reports for Sponsored Products, Sponsored Brands, Sponsored Brand Videos, and Sponsored Display ad campaigns. And each report provides different metrics to help you make different business decisions.

The Most Useful Amazon Advertising Reports – How to Interpret Them

Even if Amazon provides multiple reports for each campaign type, not all reports are equally useful. Most marketers use Search Term reports, Targeting reports, and Advertised Product reports to optimize PPC campaigns.

Search Term Reports

Amazon Search Term Reports are the most commonly downloaded and analyzed PPC report by sellers.

The Search Term Reports give you a clear picture of specific search terms that Amazon customers use to find and purchase your and your competitors’ products.

Metrics found in the search term 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)

How to Use the Search Term Report

If you’re running PPC campaigns for over two weeks, consider analyzing the reports periodically to discover new keyword opportunities.
For example, you can filter the Search Term Report by ACoS to identify keywords that are performing better and not performing at all.

Targeting Report

The targeting report for Sponsored Product campaigns offers detailed insights into the performance of different targeting options in your campaigns over the past 90 days.

Metrics found in the targeting report

Date
Portfolio name
Campaign Name
Ad Group Name
Targeting
Match Type
Impressions
Clicks
Click-Thru Rate (CTR)
Cost Per Click (CPC)
Spend
Total Advertising Cost of Sales (ACoS)
Total Return on Advertising Spend (RoAS)
7-Day Total Sales
7-Day Total Orders (#)

Advertised Product Report

The Advertised Product Report provides comprehensive performance and sales metrics for all your advertised ASINs in all campaigns that have received at least one impression.

Metrics found in the advertised product report:

Start Date/End Date
Portfolio name
Campaign Name
Ad Group Name
Advertised SKU
Advertised ASIN
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)
7-Day Total Orders (#)

Placement Report

Depending on your bid, Sponsored Product and Sponsored Brand ads can appear in different places like the top of the search, the rest of the search, etc.

Metrics found in the placement report

Date
Portfolio name
Currency
Campaign Name
Bidding strategy
Placement
Impressions
Clicks
Cost Per Click (CPC)
Spend
7-Day Total Sales
Total Advertising Cost of Sales (ACOS)
Total Return on Advertising Spend (ROAS)
7-Day Total Orders (#)

Budget Report

The Sponsored Products Budget Report helps you manage your ad campaigns better.
It provides you with metrics to help you understand what would happen to your sales and revenue if your campaigns get out of budget.

Metrics found in the budget report

7-Day Total Orders (#)
7-Day Total Sales
Average Time in Budget
Bidding strategy
Budget
Campaign Name
Campaign Type
Clicks
Click-Thru Rate (CTR)
Cost Per Click (CPC)
Currency
End Date
Estimated Missed Clicks Range Max
Estimated Missed Clicks Range Min
Estimated Missed Impressions Range, Max
Estimated Missed Impressions Range Min
Estimated Missed Sales Range Max
Estimated Missed Sales Range Min
Impressions
Portfolio name
Recommended Budget
Spend
Start Date
Status
Total Advertising Cost of Sales (ACOS)
Total Return on Advertising Spend (ROAS)

Purchased Product Report

Sometimes you can see that shoppers click on a Sponsored Product or Sponsored Display ad but purchase a different product from your portfolio.

The Purchased product report shows which non-advertised product the shopper bought after clicking on your ad. It helps them find ways to reduce ACoS and identify cross-selling and upselling opportunities.

Metrics found in the purchased product report

Start Date
End Date
Currency
Campaign Name
Portfolio Name
Cost Type
Ad Group Name
Bid Optimization
Advertised SKU
Advertised ASIN
Purchased ASIN
14-Day Brand Halo ASIN Orders (#)
14-Day Brand Halo ASIN Units (#)
14-Day Brand Halo ASIN Sales ($)

Gross and Invalid Traffic Report

Sometimes you might observe that your listings are getting clicks but not sales. This can happen due to non-human, fraudulent, or bot traffic.

The Gross and Invalid Traffic Report shows you the amount of traffic that is potentially fraudulent or illegitimate.

Metrics found in the Gross and Invalid Traffic Report

Campaign Name
Clicks
End Date
Gross Clicks
Gross Impressions
Impressions
Invalid Click Rate
Invalid Clicks
Invalid Impression Rate
Invalid Impressions
Start Date
Status

Performance Over Time Report

The Performance Over Time report on Amazon provides the clicks, cost-per-click (CPC), and total spend for your Sponsored Product campaigns for a specified period of time.

Search Term Impression Share (SIS) Report

This report compares your Sponsored Product and Sponsored Brand ads with your competitors’ ads and ranks the keywords based on impression shares.

Campaign Placement Report

Similar to the Placement Report for Sponsored Products ads, the Campaign Placement Report shows you the performance summary of Sponsored Brand ad campaigns for different placements across Amazon for a selected time period.

Keyword Placement Report

In the Keyword placement report for Sponsored Brand ads, you can get all performance metrics for keywords for all placement types.

How to Download Amazon Advertising Reports From Seller Central

Downloading the advertising reports from Amazon Seller Central is very straightforward. Here’s a step-by-step process for you:

Log in to your seller central account.
Go to “Reports” from the left sidebar, and select “Advertising Reports.”
If you’ve created reports in the past, you can download them from here straightaway.
If not, click the “Create a report” button on the top to create a new report.
Select the configuration and reporting settings according to your needs.
Click on “Run Report.”
You can download the report once it is available.

Final Thoughts

Data is extremely important to run your Amazon advertising campaigns profitably without any hiccups.

At times, though you’re armed with data, it can be hard to make sense of it. That’s where you need SellerApp’s state-of-the-art technology and expertise.