What If You Need Sponsored Brands or Display Ads Analysis?
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Quick answer
Sponsored Brands and Sponsored Display campaigns are Amazon Ads formats that require different reporting than Sponsored Products. Many Sponsored Products analytics tools do not import those report types, so advertisers need a dedicated analytics solution that explicitly supports Sponsored Brands or Sponsored Display data. Those tools typically provide format-specific performance views for campaign, targeting, and creative insights, which helps when auditing budgets or bid strategies across multiple Amazon ad types.
If you are auditing an account that runs Sponsored Brands or Display Ads, do not assume your current Sponsored Products tool will cover them. The products in this cluster are focused on Sponsored Products reporting, so check the tool’s supported report types before importing mixed data.
Why These Ad Types Need a Different Reporting Lens
Sponsored Brands and Sponsored Display use different campaign structures, targeting options, and success metrics than Sponsored Products. For example, Sponsored Display often emphasizes audience and product targeting, while Sponsored Brands may focus on branded search visibility and creative formats. Because of this, an analytics workflow built for Sponsored Products search-term reports can miss key signals for non-SP campaigns.
- Sponsored Products analytics often center on search terms and keyword bids.
- Sponsored Brands reporting may include branded search and placement performance.
- Sponsored Display reporting commonly includes audience and product targeting views.
How to Evaluate Dedicated Sponsored Brands and Display Analytics
When you need analysis for these formats, look for a platform that clearly states support for the specific ad type. Confirm that it can import the relevant Amazon Ads reports and show metrics you actually review, such as ad-attributed sales, impressions, or new-to-brand activity where available. Also check whether it separates reporting by ad format so you can compare performance without mixing data from unrelated campaign types.
- Verify supported ad formats before purchase or trial.
- Check which Amazon report types it can ingest.
- Confirm whether it offers read-only analysis or more direct controls, depending on your team’s workflow.
Running a Mixed Amazon Ads Audit
For accounts that combine Sponsored Products with Sponsored Brands or Display Ads, keep the audits separate at the tool level. You can still use a Sponsored Products-focused tool like Amazon Ads Report Analyzer for search-term cleanup and bid analysis on the SP side. Then export or review non-SP data in a dedicated solution before combining findings manually. This avoids misleading conclusions from incompatible metric sets.
When This Matters
This distinction matters most when you are auditing a full account, not a single campaign type. If your reporting ignores Sponsored Brands or Display Ads, you may miss a meaningful share of spend or attribute performance incorrectly. It is also relevant for teams that report to clients or executives and need to show that every Amazon ad type was reviewed with the right data.
Related products
Related guides
For the Sponsored Products portion of your audit, the parent guide covers search-term ranking, negative keyword decisions, and bid reduction workflows. Use dedicated analytics for Sponsored Brands or Display Ads, then bring the findings together only after each format has been measured with the correct reporting.