Which Amazon reports can provide an advantage over your competitors?

Downloadable reports show account-level data, excluding canceled orders, for Sponsored Products, Sponsored Brands, and Sponsored Display. Reports are available to be generated and scheduled in the downloadable reports section. I recommend downloading and saving these reports monthly to preserve the insights. 

•  Sponsored Products report types include: Search term, Search term impression share, Placement,  Purchased product (available to sellers only).

•  Sponsored Brands report types include: Keyword placement, Campaign, Search term, Search term impression share, Category benchmark (vendors and sellers only), Campaign placement, and Attributed purchases.

•  Sponsored Display report types include: Purchased product (available to sellers only).

Attributed purchases report

The attributed purchases report for Sponsored Brands provides insight into the specific products sold and attributed to your campaigns. These products are directly promoted by your campaign, on your landing page, or they’re indirectly attributed via the Brand Halo through brands from ASINs on your landing page. This report isn’t available at this time for campaigns that include book ASINs.

This report helps you understand which product sales your Sponsored Brands ads are driving, surface new advertising opportunities, and see which products are engaging new-to-brand customers. 

Report information is available for the last 2 years.

Campaign placement report

Use the campaign placement report to get better insight into your campaign performance across different placement types.

Campaign placement reports data is available for the last 90 days.

Keyword Placement report

Use the Keyword Placement report to get better insight into your keyword performance across different placement types.

Keyword Placement report offers a custom date range of the last 90 days.

Placement report

The placement report provides visibility into the performance of a campaign on top of search compared to all other placements. You can use this report to get insights into your performance across different placement types, and identify Sponsored Products campaigns that could benefit from adjusting bids by placement. Learn more about the adjust bids by placement feature.

Placement reports data is available for the last 90 days.

Category benchmark report (CBR)

The category benchmark report (CBR) is available for Sponsored Brands campaigns. It shows your advertising performance with the median, the bottom 25%, and the top 25% values achieved by your peers (by retail performance).

The median provides you the middle value of the data set. It’s also known as the 50th percentile. 

The bottom 25% resembles the lower-performing quartile and it provides you the value at which 25% of the lower-performing values lies below.

The top 25%resembles the top-performing quartile and it provides you the value at which 25% of the top performing values lies above.

The report breaks down the metrics by your account’s brands and shows the benchmarks within the specific categories your Sponsored Brands campaign where displayed.

CBR insights are available for the previous 90 days.

Purchased product report

Purchased product reports provide details on the non-advertised ASINs a shopper purchased after clicking on your ad. This report can help you surface new advertising opportunities and get insight into what shoppers are buying.

Purchased product reports data is available for the last 60 days. This report only shows conversion metrics, such as Other SKU Sales, for non-advertised products so the conversion metrics’ totals won’t match the campaign totals. Please see Advertised Product Report for product totals for advertised products.

Note: Purchased product reports are only available to Amazon sellers.

Search Term Impression Share report (SIS)

The Search Term Impression Share report is available for Sponsored Brands and Sponsored Products campaigns. It shows, for each search term, the numeric rank of your account-wide impression share relative to all the other advertisers who have generated impressions on the same term. You can also see the percentage of your share of the total impressions for each search term.

For example, you have a Sponsored Brands ad-attributed impression share of 50% on the search term "mobile" on January 1. It means that you won 50% of all the Sponsored Brands impressions the search term "mobile" got on that date, while other advertisers won the remaining 50%. Another example, you’re placed fifth in Sponsored Brands ad impressions for the search term “mobile” on January 1. It means that 4 other advertisers received more Sponsored Brands impressions for the same search term on that date.

You can access this report through the downloadable reports in the reporting center. SIS insights are available for the previous 65 days.

Search term report

Search term reports give visibility into the search terms entered by shoppers searching on Amazon. You can use this report to identify high performing searches from shoppers and to create negative keyword or product targets for search terms that don’t meet your goals. The number of impressions in the report may not match the number of impressions listed in the campaign manager. This happens because the search term report only includes search terms that resulted in at least 1 click. Search term reports offer a custom date range of the last 65 days.

Search terms information is available in the campaign manager for Sponsored Products and Sponsored Brands campaigns. For Sponsored Products campaigns created with manual targeting, you can convert these performance insights into targeting expressions across your ad groups. You can do so by manually adjusting ad group settings or creating new ad groups. For example, you may add high-performing keywords and products as new targeting parameters to an ad group, and low-performing keywords and products as negatively targeted.

Additionally, Sponsored Products has the expanded product targeting feature, which allows you to expand product targeting to other closely related items. Using this report, you can identify the expanded product targets that satisfy your performance criteria to promote them as individual product targets.

Note: In the customer search term column of the report, you may notice alphanumeric entries such as “b00ipgvvz4” in addition to more traditional search terms such as “phone case.” These alphanumeric entries correspond to ASINs and the related product detail page on which your ad displayed. You’ll only see ASIN-related entries listed as customer search terms for your Sponsored Products automatic-targeted campaigns and product-attribute-targeted ad groups, as well as Sponsored Brands product-attribute-targeted campaigns. You can block ASINs through negative targeting, or bid for ASINs in manually targeted campaigns.