What Are Key KPIs to Track in Amazon Ads?

The Core Amazon Ads KPIs to Monitor

Weekly Amazon Ads reviews should focus on a small set of signals rather than every column in the console. The five that matter most are ad spend, sales, return on ad spend (ROAS), wasted spend, and search term efficiency.

• Ad spend — total amount spent on campaigns over the review period.
• Sales — attributed revenue generated by those ads.
• ROAS — sales divided by ad spend; a direct measure of how efficiently spend turns into revenue.
• Wasted spend — spend that did not produce a sale or meet the target ROAS.
• Search term efficiency — how well the customer search terms you are bidding on align with profitable clicks and orders.

When ROAS and Wasted Spend Matter Most

ROAS tells you if your ads are working, but wasted spend tells you where they are leaking. A healthy ROAS can hide a small number of search terms that burn budget without converting, while a low overall ROAS may come from just a few high-spend terms dragging the average down.

When reviewing weekly data, compare each campaign's ROAS against your own profitability target rather than a universal benchmark. Then isolate the search terms with meaningful spend and zero or very low sales. Those are the terms that should be evaluated for negative keywords or bid adjustments.

Weekly Actions That Follow These KPIs

Tracking these KPIs only helps if the review leads to a short list of actions. For example, a dashboard like Amazon Ads Dashboard by Todoza consolidates ad spend, ROAS, and wasted spend into one view, making it easier to see which campaigns need attention before you dig into reports.

After checking the numbers, typical next steps include pausing or negating unprofitable search terms, reallocating budget from low-ROAS campaigns to better performers, and flagging accounts where spend is rising without a matching increase in sales. Keeping the action list short keeps the weekly review realistic.