Amazon Ads Report Types Supported by Analytics Tools
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Quick answer
Amazon Ads report analyzer tools support select report types for campaign analysis and wasted ad spend detection. The industry standard is the Sponsored Products search-term report, which provides search-term-level performance data necessary for most analyzer features. However, support for Sponsored Brands and Sponsored Display report types is less common, so coverage may be limited outside of the main Sponsored Products ad format.
If you're comparing Amazon Ads analysis tools, it's important to know exactly which campaign report types they can process. The focus tends to be on Sponsored Products, but coverage for other ad types is often not as robust.
Supported Amazon Ads Report Types
Most leading tools in this field specifically handle Sponsored Products search-term reports. These reports offer the granularity and consistency needed for analyzing ad performance down to the keyword and search term level. They serve as the foundation for metrics like cost per click, return on ad spend, and wasted spend calculations.
Sponsored Brands and Sponsored Display report support is much less prevalent. Many analyzers do not import or analyze these report types, and insights may be limited if your campaigns rely on them.
Choosing the Right Report for Your Needs
If your primary concern is identifying inefficient ad spend, prioritize analyzing Sponsored Products search-term reports. Tools like the Amazon Ads Report Analyzer are designed around this standard format. For brands that also use Sponsored Brands or Display ads, you may need to supplement with manual review or look for specialized solutions—just note the limitations in automated analysis for those channels.
When Report Type Support Matters
Support for different report types becomes crucial when your Amazon Ads strategy uses a mix of ad formats. If you’re only using Sponsored Products, tool compatibility is straightforward. But if your team is scaling with Sponsored Brands or Display, understanding these reporting gaps can help you avoid missing wasted spend in those areas.
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Focusing your analysis on supported report types ensures reliable insights into wasted spend. For broader campaign strategies, regularly check if your analyzer tool is expanding its support to cover more Amazon Ads formats, helping you make the most of your campaign data. Learn more about optimizing your report workflow at How to Find Wasted Ad Spend in an Amazon Ads Report.