How the Dashboard Helps With Brand vs. Generic Analysis

How the dashboard separates brand and generic queries

The dashboard does not rely on a single keyword label. It analyzes full Amazon Ads records, including campaigns, ad groups, targets, keywords, and daily search term data. From there, you can drill down to compare how branded queries and generic queries perform against the same metrics.

In practice, branded queries include your store or product name, while generic queries describe a category, need, or use case. With the Amazon Ads Dashboard by Todoza, that comparison can move from account-level totals to individual search terms.

• Branded queries: useful for protecting demand tied to your brand.
• Generic queries: useful for expanding reach, but they can hide inefficient spend.
• Side-by-side metrics: show where budget is producing sales and where it is not.

Turning the comparison into wasted-spend signals

A useful output is the ability to see when generic terms are spending without a proportional return. The dashboard can highlight top-performing terms and surface wasted spend across brand and generic groups, so you are not guessing which queries need attention.

From that view, you can move toward action. The Amazon Negative Keyword Tool by Todoza helps classify search terms as negative keyword candidates, bid-reduction opportunities, or terms that need more data. Any negative keyword or bid change still requires manual approval, so the dashboard supports decision-making without changing live campaigns on its own.

When this matters

This brand vs. generic split is most useful when overall advertising metrics look stable, but the underlying mix is not. A few generic terms can consume a large share of budget while branded queries quietly carry performance. Seeing that split before making account-level changes helps you avoid cutting the wrong part of the campaign.