Which Amazon Ad Reports Can Be Analyzed?
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Quick answer
Supported Amazon Ad report types define what data can be analyzed for advertising efficiency. Currently, analytic tools in this area primarily support Sponsored Products search-term reports, enabling detailed insights into advertising performance. Reports from other Amazon ad formats, like Sponsored Brands and Sponsored Display, are not yet widely supported for automated analysis. Understanding these report limitations is essential for making informed decisions in Amazon Ads management.
If you want to analyze and compare the efficiency of your Amazon ads, it’s important to know exactly which report types are currently supported by analytic tools. Choosing the right data source ensures accurate performance measurement and saves time when optimizing your campaign strategies.
Current Scope: Sponsored Products Search-Term Reports
At present, most Amazon ad analytics tools, such as the Amazon Ads Report Analyzer, focus on Sponsored Products search-term reports. These reports provide granular data on how shoppers interact with your ads by tracking keywords, spend, click-through rates, and conversion performance. This level of detail is vital for identifying underperforming search terms and optimizing bidding decisions.
Unsupported Report Types
Reports from other Amazon advertising solutions—namely Sponsored Brands and Sponsored Display—are not currently available for analysis within these tools. This means that comparative analysis, automated reporting, and negative keyword optimization features are limited to search-term data from Sponsored Products campaigns. Consider this constraint when evaluating analytic platforms for your business or clients.
When Report Type Support Matters
The type of report you can import and analyze directly affects your ability to measure and compare advertising efficiency across product variations. If you manage ads beyond Sponsored Products—for example, if you advertise using Sponsored Brands or Display—be aware that you may need to use additional manual processes or wait for future tool updates supporting these formats.
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Knowing which Amazon ad report types are supported for analysis helps you make the most of available tools and effectively compare advertising efficiency across product variations. For more strategies on analyzing Amazon Ads performance, see our main guide on comparing advertising efficiency.