Which Amazon Ads Report Types Are Supported?
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Quick answer
Amazon Ads report support centers on Sponsored Products search term reports, which deliver detailed performance data necessary for in-depth SKU and campaign analysis. Reports for Sponsored Brands and Sponsored Display are not processed in current modules, making Sponsored Products the key data source for advertisers focusing on weekly performance reviews and optimization decisions.
If you're preparing for a weekly Amazon Ads SKU performance review, knowing which report formats your tools support can impact both efficiency and results. Not all ad report types provide the same level of actionable data.
Supported Report Types for SKU Performance Analysis
The primary report type accepted by most Amazon Ads analytics tools is the Sponsored Products search term report. This report offers a breakdown of keyword-level spend, clicks, sales, and conversion metrics for your advertised products. Tools such as the Amazon Ads Report Analyzer rely on this report to import campaign performance data automatically or via file upload, forming the backbone of actionable insights for SKU-level checks.
Why Other Report Types Aren't Processed
Currently, modules do not process Sponsored Brands or Sponsored Display reports. These formats differ in structure and the specific data provided, making them incompatible with automated performance tracking features used for SKUs and negative keyword management. Focusing on robust, granular Sponsored Products data ensures consistency and accuracy when generating optimization recommendations.
Best Practices for Importing and Using Reports
To streamline performance reviews, ensure you’re exporting daily or weekly Sponsored Products search term reports from Amazon Advertising Console. Schedule automated email delivery if your tool offers an import inbox. Always verify that your reports cover the intended SKU time period, and consult the platform’s documentation for format requirements to avoid processing errors.
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Limiting your analysis to Sponsored Products search term reports provides the most reliable foundation for SKU-level decisions. Explore the broader weekly Amazon Ads SKU performance review checklist to maximize return from the reports you're able to process.