What data is required for an Amazon Sponsored Products bidding audit?
← Back to How to Audit Amazon Sponsored Products Bidding Strategies
Quick answer
Amazon Sponsored Products bidding audits require Amazon Ads Search Terms and Campaign Performance reports. Search Term data shows actual shopper queries, match types, clicks, spend, and conversions, while Campaign Performance data adds budget, impression, sales, and ROAS trend context. Together these reports allow advertisers to distinguish profitable terms from wasteful spend, identify negative keyword candidates, and make evidence-based bid changes without guessing.
Before starting, pull a consistent reporting window - ideally 30 to 90 days - so trend analysis is reliable. If you manage multiple accounts, keep data separated by marketplace and campaign type. A tool like Amazon Ads Report Analyzer can help automate report imports and create shareable performance snapshots.
Core reports to export from Amazon Ads
For a meaningful audit, download at least two report types from Amazon Ads. The Search Terms report shows which customer queries triggered your ads, including impressions, clicks, spend, and orders. The Campaign Performance report provides daily or aggregate totals for each campaign, including budget use, sales, and ROAS.
- Search Terms report: review query-level performance to find negative keyword candidates or bid reductions.
- Campaign Performance report: compare campaigns side by side to locate structural spend issues.
- Date range: include enough history to smooth out daily volatility, typically 30 days or more.
Turning report fields into bid actions
Once exported, compare spend against sales and ROAS at both query and campaign level. A term with high impressions but few orders may justify a bid decrease or negative match. A term with strong conversion at a lower cost may warrant a higher bid or budget shift.
- Spend vs. sales: flag terms spending above a set percentage of revenue without conversion.
- ROAS trends: track 7-day and 30-day averages rather than reacting to one day.
- Match type gaps: note where exact match outperforms broad, then shift bids accordingly.
When this matters
This level of data matters most when an account grows beyond manual review. Multiple campaigns and marketplaces create too many terms to check individually, so reports become the only practical way to audit bids. It also matters before a budget change or new launch.
Related products
Related guides
Collecting the right data is only the first step in a broader Sponsored Products bidding audit. Once reports are in place, the next task is turning those metrics into a cleaner bidding structure and sustainable ROAS. For more context, see the full guide to auditing Amazon Sponsored Products bidding strategies.