What Amazon Ads Campaign Types Are Supported?
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Quick answer
Supported Amazon Ads campaign types vary across analysis tools. Most solutions in this category focus on Sponsored Products campaigns, while Sponsored Brands and Sponsored Display coverage is less consistent. The Amazon Ads Report Analyzer, for example, supports only Sponsored Products search-term reports at daily granularity. Before choosing a tool, confirm its compatibility with the specific campaign types in your portfolio, especially if you run mixed-format advertising.
If you manage a mixed Amazon Ads portfolio, the difference matters. A tool that handles only Sponsored Products can still help you clean up the largest share of ad spend, but it will not show Sponsored Brands or Sponsored Display performance. Checking this early prevents blind spots.
Sponsored Products Is the Common Baseline
Most Amazon Ads analysis tools prioritize Sponsored Products because its search-term reports are widely available and directly tied to keyword-level waste. For example, the Amazon Ads Report Analyzer imports Sponsored Products search-term reports at daily granularity, but it does not cover Sponsored Brands or Sponsored Display reports.
If your portfolio is mostly Sponsored Products, this level of support may be enough to identify weak campaigns and wasted spend.
Sponsored Brands and Sponsored Display Need Verification
Sponsored Brands and Sponsored Display are not supported by every tool. Some dashboards and analyzers stay focused on Sponsored Products because that is where search-term cleanup is most straightforward.
- Confirm whether the tool accepts Sponsored Brands and Sponsored Display report files.
- Check if daily or only less frequent granularity is available.
- For multi-account setups, verify that campaign type support is consistent across all connected marketplaces.
When Compatibility Checks Matter
This check becomes more important when a portfolio mixes Sponsored Products with Sponsored Brands or Sponsored Display. Without support for all three, you can miss rising costs or declining performance in a format that is still spending budget.
If you are not sure which formats you use, start with the Sponsored Products portion and confirm the remaining formats before committing to a workflow.
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Knowing which campaign types a tool supports is the first step before comparing spend, sales, and ROAS across a portfolio. Once compatibility is clear, you can move on to finding the weakest campaign inside your Amazon Ads portfolio with fewer blind spots.