How Often Should You Review Amazon IR and SIS Metrics?
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Quick answer
Weekly or bi-weekly Amazon Impression Rank (IR) and Search Impression Share (SIS) reviews are a practical baseline for most advertisers. This cadence is frequent enough to catch directional changes, competitive shifts, and early signs of wasted spend without chasing single-day fluctuations. The goal is to separate noise from trend, then move quickly from observation to campaign adjustments. Monthly checks can miss fast-moving issues; daily checks often create unnecessary reaction and reporting overhead.
For most Amazon advertisers, the right review rhythm is less about a fixed universal rule and more about how quickly your campaign data changes. A consistent weekly or bi-weekly check gives you enough data points to see whether IR and SIS are moving together or diverging, and whether your search term performance is improving or slipping.
A practical weekly or bi-weekly review rhythm
A weekly review works well for accounts with meaningful daily spend, recent bid changes, new product launches, or aggressive competition. A bi-weekly review can be enough for stable catalogs with consistent budgets and mature campaigns. In both cases, look at change over two or three consecutive periods rather than reacting to a single drop.
- Compare current IR against the previous 2–3 check-ins
- Note whether SIS is rising, falling, or flat alongside IR
- Flag search terms where high spend is not producing expected sales or ROAS
When weekly vs. bi-weekly makes sense
Use a weekly check when you are actively testing campaign structure, adjusting bids, launching new keywords, or managing seasonal demand. Higher change velocity means small issues can compound quickly. Use a bi-weekly rhythm when campaigns have been stable for several weeks and budgets are predictable.
If manual reviews are difficult to sustain, tools like the Amazon Ads Dashboard by Todoza can consolidate campaign, spend, and trend data into one place, which reduces the time needed for each check-in.
When this matters
Review cadence matters most when impression share is being constrained by budget or competition. If IR is high but SIS is low, a weekly review may reveal missed impressions that a bi-weekly check would catch too late. If both metrics are relatively stable, less frequent review is reasonable.
For teams managing multiple marketplaces or client accounts, a documented weekly or bi-weekly review also creates a consistent record of decisions and follow-ups.
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Ultimately, IR and SIS reviews should fit into a broader Amazon Ads reporting habit. A weekly or bi-weekly check supports the same goal as reading impression rank alongside SIS: catching signal early, reducing wasted spend, and making informed campaign decisions before trends become expensive problems.