Do Amazon Keyword Tools Support Other Ad Types?
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Quick answer
Amazon ad tool support for campaign types is not identical across the tools used to find low-bid keywords. Many bid-focused analytics products are built primarily around Sponsored Products search-term data, while some do not currently process Sponsored Brands or Sponsored Display reports. Before relying on a tool's recommendations, it is worth confirming the exact report formats and ad types it can import, because unsupported campaign data can leave gaps in bid analysis.
If you are comparing Amazon analytics tools for low-bid keyword discovery, ad type support should sit near the top of your checklist. A tool may be excellent at Sponsored Products cleanup but less useful for accounts that depend on other campaign types.
Sponsored Products is often the default
Most bid-focused Amazon Ads tools are built around Sponsored Products search-term reports. That is where sellers usually find the closest link between a search term, a bid, and a resulting sale. For example, Amazon Ads Report Analyzer is designed to import Sponsored Products search-term reports and create performance snapshots, but it does not currently support Sponsored Brands or Sponsored Display reports.
That does not mean the tool lacks value. If your goal is to locate low-bid Amazon keywords inside Sponsored Products campaigns, a narrow report type can still cover the largest share of manual bid work.
What to verify before importing
Checking ad type compatibility does not require a long audit. A short pre-import review can prevent misleading gaps in the data.
- Confirm which campaign types the tool accepts, such as Sponsored Products, Sponsored Brands, or Sponsored Display.
- Look for the exact report name in the tool's import settings or documentation.
- Test a small sample file from each campaign type you manage before importing a full account history.
- Check whether the tool preserves the click, spend, and sales columns needed for bid analysis.
When this matters
Ad type limits matter most for teams running Sponsored Brands or Sponsored Display alongside Sponsored Products. If a tool only reads Sponsored Products search-term data, you may see part of your spend and still miss low-bid opportunities in other campaign formats.
In those accounts, the safer approach is to keep the tool's scope in mind and compare its output only against the campaign types it actually supports.
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Once ad type support is clear, you can move into the actual bid analysis for Amazon keywords set too low. Starting with a tool that matches your campaign mix reduces the chance that unsupported report types create blind spots in your optimization work.