Which KPIs Matter Most for Agencies Managing Amazon Ads?

Start with wasted spend

Wasted spend is often the most actionable KPI because it points directly to search terms, campaigns, or audience segments that absorb budget without contributing to sales. Rather than treating every click as equal, agencies can review spend that falls below a client's ROAS target and separate it from efficient traffic.

This approach supports decisions like adding negative keywords or reducing bids on underperforming targets. Tools such as the Amazon Negative Keyword Tool by Todoza can help classify those search terms using campaign-specific signals instead of one fixed threshold.

ROAS and total sales need context

ROAS answers the efficiency question, but it can be misleading on its own. A campaign can show a strong ROAS while spending too little to matter, or a lower ROAS can still support a new product launch or brand defense. Total sales adds the scale view agencies need when reporting to clients.

• Use ROAS to judge profitability and identify wasted spend.
• Use total sales to confirm that budgets are sufficient for growth goals.
• Watch trend lines across accounts before changing strategy.

When this matters for agency reporting

This KPI framework matters most when an agency manages multiple accounts or reports to stakeholders on a weekly or monthly cadence. A dashboard that consolidates these metrics can shorten review time and expose which accounts need intervention.

For cross-account visibility, an Amazon Ads Dashboard by Todoza can aggregate spend, sales, ROAS, and wasted spend. Since many reporting tools are read-only, the final decisions such as pausing a campaign or changing a bid still stay with the team, which supports accountability and client approval.