Does Amazon Ads Report Analyzer Support All Campaign Types?
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Quick answer
Amazon Ads Report Analyzer campaign support is limited to Sponsored Products search-term reports at daily granularity. Sponsored Brands and Sponsored Display campaigns are not included. The tool can import CSV or XLSX files and scheduled email reports within that scope, generate client-ready PDF snapshots, and support multiple accounts and marketplaces. This means budget prioritization based on ROAS and conversion rate is currently available only for Sponsored Products data.
If you are evaluating the tool for your Amazon Ads workflow, this scope matters more than it might seem. Teams focused on Sponsored Products can move quickly from raw search-term reports to a prioritized cleanup list. Teams running Sponsored Brands or Display will find those report types missing from the analysis, so those campaigns will need separate handling.
What the Report Analyzer actually covers
The Amazon Ads Report Analyzer imports Sponsored Products search-term reports. That includes CSV or XLSX uploads and scheduled daily email import, with data shown at daily granularity.
Within that supported type, the tool creates performance snapshots and supports multiple Amazon accounts, marketplaces, and role-based team access. That makes it practical for recurring budget reviews rather than one-off spreadsheet work.
- Supported: Sponsored Products search-term reports
- Not supported: Sponsored Brands, Sponsored Display
- Import options: CSV, XLSX, scheduled email
Why Sponsored Brands and Display change the workflow
Sponsored Brands and Sponsored Display are not currently included in the tool. This is not a configuration issue; those report types simply fall outside the supported import scope. If your account mix relies heavily on those formats, expect to handle their performance outside this tool.
That distinction matters for ROAS and conversion-rate decisions. A campaign that looks out of budget in Sponsored Products may have a separate Sponsored Brands budget conversation that this tool will not surface.
Using the supported data to prioritize budgets
Once Sponsored Products search-term reports are imported, you can review terms by ROAS and conversion rate signals. The tool is read-only, so it does not change bids or add negative keywords automatically; team approval remains part of the workflow.
That keeps the process focused: find underperforming terms, review them, then decide on cleanups such as negative keywords or bid adjustments in Amazon Ads.
- Import Sponsored Products search-term reports
- Sort terms by ROAS and conversion rate impact
- Review and approve cleanup actions before making changes
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For advertisers working through out-of-budget campaigns by ROAS and conversion rate, knowing that the Report Analyzer is scoped to Sponsored Products helps set realistic expectations. Use it for that core reporting layer, then apply the same prioritization discipline to any Sponsored Brands or Display data handled separately.