Types of Amazon Ads Data Analyzed
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Quick answer
Amazon Ads data analysis typically covers a structured set of Sponsored Products records: campaigns, ad groups, targets, keywords, and daily search term results. Each layer provides a different view of performance. Campaigns and ad groups show structure, targets and keywords show where ads are eligible, and daily search terms reveal the actual shopper queries that generated impressions, clicks, and sales. The tools use these records to evaluate spend efficiency and identify waste or bid opportunities.
Understanding these data layers is especially useful when you are separating brand terms from generic terms. Instead of looking at a campaign total, you can trace performance from the account level down to individual shopper queries and see where spend is productive or inefficient.
The core data layers in Sponsored Products analysis
Amazon Ads analysis imports several related records from Sponsored Products reporting. These generally include:
- Campaigns — parent-level performance and budget context.
- Ad groups — grouping within campaigns for shared targeting.
- Targets — the targeting expressions used to reach shoppers.
- Keywords — individual search terms or keyword targets matched to ads.
- Daily search term results — day-level query performance used to separate efficient and wasteful spend.
The Amz Ad Waste Detector - Amazon Ads Analytics Module structures these records for spend, sales, and ROAS analysis.
Why daily search term data matters
Daily search term results are the most granular layer. They show which actual shopper queries triggered impressions, clicks, and conversions, making it possible to compare branded queries against generic discovery terms without relying only on campaign-level averages.
For teams that import search-term reports regularly, this layer supports a repeatable workflow: review new queries, identify wasted spend, and decide which negatives or bid changes deserve manual approval.
When this matters
This level of data detail matters when you need to separate brand terms from generic terms in a multi-campaign or multi-marketplace account. Campaign and ad group fields provide structure, while daily search term data provides the evidence for optimization decisions.
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Together, these data types form the foundation for comparing brand and generic search term performance and reducing inefficient ad spend across Amazon Ads accounts.