Can These Tools Be Used for Sponsored Brands or Display?
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Quick answer
Sponsored Brands and Sponsored Display compatibility varies by Amazon Ads tool. Some analytics tools are built only for Sponsored Products search-term data, while others may accept broader Amazon Ads reports but still depend on the report type and marketplace connection. Checking whether a tool supports the specific ad format before importing or analyzing data is therefore a practical step. This is especially relevant when evaluating close match performance in Amazon automatic campaigns.
When you are analyzing Amazon automatic campaigns, it is easy to assume every tool handles all ad types. In practice, many tools are optimized for Sponsored Products search-term reports, and Sponsored Brands or Sponsored Display data may not be available unless explicitly supported.
Why Compatibility Varies by Amazon Ad Type
Sponsored Products, Sponsored Brands, and Sponsored Display reports are structured differently. Sponsored Products search-term reports are commonly the focus of close match analysis, so some analytics tools are built around that format only. A tool that imports Sponsored Products data may not recognize Sponsored Brands or Sponsored Display files, or it may not expose the right metrics for those formats. Checking the tool’s compatibility before importing prevents mismatched or incomplete data.
How to Check a Tool’s Supported Ad Types
Before you assume a tool will analyze Sponsored Brands or Display, review its import settings and documentation. The Amazon Ads Report Analyzer, for example, is designed for Sponsored Products search-term reports and does not support Sponsored Brands or Sponsored Display. Look for these signals:
- Supported report types listed in the tool’s import options
- Mention of Sponsored Brands or Sponsored Display in the documentation
- Whether the tool asks for a specific Amazon report type during setup
- Any marketplace or account-level limitations that affect data availability
When This Matters for Automatic Campaign Analysis
Automatic campaigns are typically Sponsored Products campaigns, so close match search term analysis usually works within Sponsored Products tools. If you also run Sponsored Brands or Sponsored Display campaigns, do not mix their metrics into a Sponsored Products-only dashboard. Use a separate compatible tool or manually export those reports to compare performance without corrupting the automatic campaign view.
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Confirming ad type support first keeps your close match analysis accurate. Once you know which tools handle Sponsored Brands or Display, you can focus on interpreting close match performance and deciding whether to add negatives or adjust bids in your automatic campaigns.