Support for Sponsored Brands and Display
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Quick answer
Sponsored Brands and Sponsored Display campaign support is limited in the current Amazon Ads analytics toolkit. These tools concentrate on Sponsored Products search-term imports, performance analysis, and reporting rather than covering every Amazon ad format. Agencies that run Sponsored Brands video, custom image, or Sponsored Display audience campaigns typically need to review those separately in Amazon Advertising console. The current scope means you can centralize Sponsored Products cleanup, but you should not expect the same automated reporting depth for Sponsored Brands or Sponsored Display.
Many agency teams first look for one dashboard that handles every campaign type. In practice, these tools are strongest when used for Sponsored Products review, while Sponsored Brands and Sponsored Display still require a separate manual pass.
What the tools cover today
The available analytics and report import features are built around Sponsored Products data. This includes search-term evaluation, spend and conversion tracking, and cleanup workflows for underperforming keywords. For agencies that want to automate Sponsored Products report imports, Amazon Ads Report Analyzer fits that specific workflow.
- Sponsored Products: Supported for report imports, search term review, and negative keyword recommendations.
- Sponsored Brands: Not broadly supported for report imports or automated analysis.
- Sponsored Display: Not broadly supported for report imports or automated analysis.
When this matters for agencies
If your accounts include Sponsored Brands video or Sponsored Display audience campaigns, keep those reviews in Amazon Advertising console or a separate reporting process. The current tools will not flag wasted spend or suggest negative keywords for these formats.
This split matters most when a client asks for full-funnel reporting. You can still use the toolkit for Sponsored Products waste reduction while treating Sponsored Brands and Display as a separate checklist item.
A practical mixed-account workflow
Start by separating Sponsored Products search-term cleanup from other campaign types. Then use the supported tools to schedule imports, review high-spend search terms, and prepare client-ready snapshots for Sponsored Products only.
For Sponsored Brands and Display, document a simple manual review cadence covering campaign-level spend, creative performance, and audience placements. This avoids missing problems when reviewing 20 accounts.
Related products
Related guides
Knowing these limits helps you avoid a common gap when reviewing many Amazon Ads accounts. Teams can still centralize Sponsored Products cleanup, but they should plan separate manual checks for Sponsored Brands and Display before finalizing client recommendations. This fits into the broader process of reviewing Amazon Ads accounts without missing problems.