Which Amazon Ad Report Types Are Supported?
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Quick answer
Supported Amazon Ads report types for this analysis toolset are limited to Sponsored Products search-term reports. Daily Sponsored Products search-term data can be imported from manual CSV/XLSX uploads or scheduled email, giving teams a consistent basis for evaluating auto versus manual campaign performance. Sponsored Brands and Sponsored Display reports are not currently included, so users managing those formats should expect to handle those reports outside this workflow.
For most sellers comparing automatic and manual targeting, the practical import path is a Sponsored Products search-term file. That single report format carries enough query-level detail to show where spend is going and which targeting style is leaking budget.
What import formats are supported
The current workflow is built around Sponsored Products search-term data. Teams can bring files in through a manual CSV or XLSX upload, or use a scheduled email report sent to a dedicated inbox. Amazon Ads Report Analyzer is designed to handle this import step and generate performance snapshots from the imported data.
- Supported: Sponsored Products search-term reports at daily granularity
- Not currently included: Sponsored Brands or Sponsored Display reports
Using search-term data for auto vs manual placement decisions
Sponsored Products search-term reports show the actual customer query, campaign, ad group, target, spend, and ROAS. For auto campaigns, this reveals which queries Amazon matched automatically. For manual campaigns, it shows whether chosen keywords are attracting relevant or wasteful clicks.
That query-level detail gives teams a consistent basis to compare placement efficiency between automatic and manual targeting without needing separate ad format reports.
When this matters
If your team also advertises through Sponsored Brands or Sponsored Display, plan to keep those reports outside this import workflow. The available tools operate read-only and do not auto-change campaign settings, so imported Sponsored Products data mainly supports review and cleanup recommendations.
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Knowing which Amazon Ad report types are supported helps teams set realistic expectations before building an auto vs manual placement review process. Sponsored Products search-term imports keep the analysis focused on query-level spend, and that is often enough to identify budget waste, compare targeting styles, and decide where manual adjustments should be reviewed.