Report Types and Support for Amazon Ad Analysis Tools
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Quick answer
Amazon ad analysis tools typically focus on Sponsored Products search-term reports, providing granular insights into campaign performance and wasted spend for these ad types. While some users may expect similar coverage for Sponsored Brands or Sponsored Display, support for these additional report types remains limited. It is important to check each tool's capabilities to ensure the right data is available for comprehensive campaign review and decision-making.
If you're managing Amazon advertising, knowing exactly which reports a tool can process is essential for making the most of your data. Sponsored Products are most commonly supported, but not every system accommodates Sponsored Brands or Sponsored Display reporting.
Which Report Types Are Supported?
Most Amazon ad analysis tools—including Amazon Ads Report Analyzer—primarily support Sponsored Products search-term reports. This means analytics, recommendations, and exports will be concentrated around this core ad type. At present, coverage for Sponsored Brands or Sponsored Display reports is often not available, or provided only in a very limited fashion. For advertisers running advanced campaigns across multiple ad types, it is vital to verify which reports a tool actually supports before integrating it into your workflow.
Practical Impact on Campaign Review
Because search-term reporting for Sponsored Products offers daily granularity, tools built for this data can reveal detailed trends in performance, wasted spend, and keyword efficacy. However, if your strategy relies heavily on Sponsored Brands or Sponsored Display, be aware that some analysis features—like underperforming search term flagging—may not extend to those campaigns. When evaluating or buying, prioritize tools that clearly state their scope and limitations.
When This Matters Most
This limitation is especially relevant for agencies or sellers who diversify spend across different Amazon ad types. Focusing only on Sponsored Products is adequate for many, but if Sponsored Brands or Display are a significant part of your ad mix, you may need to supplement your workflow with separate reporting solutions or manual downloads.
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Ensuring your analytics tools align with the specific report types you need makes campaign investigation and optimization smoother. For more on choosing the right tools, see our full guide on Amazon advertised product analysis.