Can the Report Analyzer Import Sponsored Brands or Display Reports?
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Quick answer
Sponsored Brands and Sponsored Display reports are not currently supported by the Amazon Ads Report Analyzer. The tool's report import scope is limited to Amazon Sponsored Products search-term reports at daily granularity. That means teams running mixed campaign types need a separate review path for Sponsored Brands and Sponsored Display data, while the Analyzer automates Sponsored Products imports and PDF performance snapshots for that specific report type.
If you are setting up a workflow for brand versus generic term analysis, this limitation matters more than it might seem. The right report type keeps the data consistent and avoids wasted time on files the tool will not process.
What the Report Analyzer Imports Today
The Amazon Ads Report Analyzer is built around Sponsored Products search-term reports. You can upload CSV or XLSX files directly, or configure scheduled daily imports through a dedicated email inbox. Its output focuses on turning those reports into shareable PDF snapshots with key performance data.
Sponsored Brands and Sponsored Display reports are not part of that workflow. If your export type does not match a Sponsored Products search-term report, the tool's current scope will not cover it.
Quick Check Before You Import
Before uploading, verify the report type in Amazon Ads. For this tool, look for a Sponsored Products campaign type and a search term report. That combination aligns with what the Report Analyzer expects.
- Sponsored Products search-term report: supported at daily granularity.
- Sponsored Brands or Sponsored Display reports: separate them for manual review or another tool.
- Mixed exports: keep Sponsored Products files separated to avoid confusion.
When This Matters for Brand vs Generic Terms
If your goal is Amazon SIS analysis for brand terms versus generic terms, the Report Analyzer's Sponsored Products limitation is actually relevant. Sponsored Products search-term data is often the core source for identifying which branded and generic queries waste budget. But the analysis will only reflect that one campaign type.
For teams also running Sponsored Brands or Display, those search-term patterns will not appear in the tool's output. You will need to review those separately before drawing conclusions about overall account performance.
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Understanding this scope helps you prepare clean Sponsored Products reports for the parent topic on Amazon SIS analysis for brand terms versus generic terms. Start with the correct search-term export, and the rest of the analysis workflow stays much more reliable.