Where to download Amazon Ads reports

Every downloadable report in Amazon Ads lives under Measurement and reporting → Reporting, inside your Amazon Ads console. From there you can create a report using a template, or build a custom one from scratch.

Amazon offers several report templates. The three you will use most often for PPC analysis are:

Search term report

Performance metrics for the actual search terms shoppers typed before clicking one of your ads. This is the report to reach for when you want to see spend, sales, clicks, ROAS or ACoS at the search-term level — and to spot poor-performing terms that are candidates for negative keywords.

Campaign report

Performance metrics summarised by campaign. Useful for comparing campaigns against each other and spotting which ones are consuming budget without a matching return, or declining over time.

Advertised product and targeting reports

Amazon also offers report templates for advertised products and for individual targets (keywords, product targets, categories). These sit one level either side of the search term report — product-level for what you are selling, target-level for what you are bidding on — and are worth knowing about, even though this guide focuses on search term and campaign data.

Create and customise the report

After choosing a template (or starting from scratch with Create report), Amazon opens a Customise columns screen. Here you choose the dimensions (what a row represents — campaign, ad group, search term, date, and so on) and the metrics (the numbers reported for each row — impressions, clicks, cost, ROAS, and so on) that the exported file will contain.

The exact columns available depend on the report type you picked. A search term report will not offer the same dimensions as a campaign report, and not every report contains every metric — check what is actually available for the template you are using rather than assuming.

Which columns matter for PPC analysis?

Regardless of report type, a handful of columns tend to matter most once you start analysing the data:

• Identifiers — advertiser account, campaign ID and name, ad group, target, search term
• Timing — date, and sometimes marketplace
• Volume — impressions, clicks
• Money — spend (total cost), sales, purchases/orders
• Efficiency — CPC, CTR, and ROAS or ACoS where the report supports it

Different report types expose different subsets of these — a search term report will not carry the same identifier columns as a campaign report, for instance. Add what your analysis actually needs rather than every column on offer; a wider report is not automatically a more useful one.

Download once, or schedule the report

Once a report is configured, Amazon generates it for a one-off manual download. Report history keeps a record of each run, with a Download link next to every completed report.

If you need the same report regularly, Amazon's Delivery settings can also schedule it — daily, weekly, or another frequency — and email it as a CSV file to an address you choose, up to an end date you set.

Scheduling is optional. If you only need a single export, downloading it manually from Report history is perfectly sufficient — the rest of this guide applies either way.

Open the downloaded report in Excel or Google Sheets

A downloaded Amazon Ads report is a plain CSV file: structured advertising data, one row per campaign/ad group/search term/date combination, depending on what you configured.

From here, a spreadsheet handles a lot of useful work: filter to a single campaign or marketplace, sort by spend to see where the budget is actually going, build a pivot table to summarise search terms by campaign, or compare two exports to see how a period changed. For a one-off check or a small account, this is genuinely enough — there is no need to reach for another tool just to look at one report.

The limitation shows up with repetition and scale. Re-running the same filters and pivot tables every week, reconciling several marketplaces by hand, or scanning thousands of search-term rows for the handful that matter becomes slow and easy to get wrong — not because spreadsheets are the wrong tool, but because nothing in a spreadsheet remembers what you decided last time.

Downloading the report is the easy part. The harder part is finding which rows actually deserve attention. A single export can run into thousands of search-term rows, and within them sit several different problems that all look similar at a glance: spend that is genuinely wasted, a term that is just having a slow week, a term that deserves a negative keyword, a target that would be better served by a lower bid than by exclusion, and campaigns whose healthy overall ROAS is quietly hiding one or two losing search terms underneath it. This is the problem the Todoza Report Analyzer is built to solve.

Configure the Amazon report for Todoza

The Todoza Report Analyzer imports Amazon Ads reports and turns them into the analysis described below. To do that reliably, it needs the report built with a specific set of columns — Todoza's setup screen lists exactly which ones, and lets you copy each column name so it matches what Amazon expects in Customise columns.

Follow the setup screen in order: it walks through choosing your marketplace, creating the report with Amazon, adding the required columns, and uploading the file. Todoza reads reports built to this structure — it does not attempt to parse an arbitrary Amazon export, so it is worth adding every listed column even if you would not normally include all of them.

Optional: automate future imports

The column setup above only needs doing once. After that, Amazon's own scheduling (covered earlier) can keep sending fresh reports without any manual export step.

Set the schedule to daily and send it to the reporting address Todoza shows on this screen, and Todoza imports fresh data in the background from then on. Uploading a file manually is only needed for that first import, so you are not waiting for tomorrow's scheduled email before seeing anything.

What should you look for in an Amazon Ads report?

Once the data is in front of you — in a spreadsheet or in Todoza — the useful questions are rarely as simple as “low ROAS means add a negative”. A handful of things worth checking:

• Which search terms are consuming meaningful spend, rather than a few stray clicks?
• Does a term have enough clicks and spend to judge fairly, or is it too early to tell?
• Which campaigns are declining over recent weeks, not just underperforming on average?
• Is the account's overall ROAS hiding individual search terms or targets that are losing money?
• Which search terms look like genuine negative-keyword candidates, based on sustained spend with no return?
• Which targets would be better served by a lower bid than by exclusion?
• Are there search terms converting well that deserve more budget, not less?

The amount of data behind each row matters as much as the number itself — a term with two clicks and no orders is not the same kind of signal as one with two hundred.

Analyse the report in Todoza

Once a report is imported into the Report Analyzer, Todoza reads the data and builds a Waste & Efficiency view: spend, attributed sales, ROAS and ACoS, wasted spend, and a breakdown by search term and campaign, alongside a list of recommended actions.

Todoza is read-only with respect to your Amazon campaigns: it analyses the imported data and recommends negative keyword candidates, bid reductions, and campaigns worth reviewing, but it does not change anything in Amazon Ads automatically. Every action stays a decision for you or your team to make. The figures shown above belong to one example account and are not representative of any particular result.

Turn the raw report into a Performance Report

From the Waste & Efficiency view, the Performance report button turns the current analysis into a shareable snapshot — the same underlying data, presented as a readable document instead of a live dashboard.

The report sets out spend, sales, ROAS and orders for the period, how much of that spend is going to underperforming search terms, and the negative keyword and bid-reduction candidates behind that number. Again, the amounts shown are specific to that example account — what matters is the shape of the report, not the figures in it.

Related reading

• Amazon Ads Report Analyzer — upload a report and get spend, sales, ROAS and wasted-spend analysis
• Amazon Ads Dashboard — the product behind the Waste & Efficiency view in this guide
• Amazon Negative Keyword Tool — for turning search-term reports into negative keyword decisions
• Amazon Ads Performance Dashboard: What to Track and Why It Matters
• Amazon Negative Keyword Finder
• Amazon Ads Hub — every Todoza Amazon Ads tool in one place