Amazon PPC Performance and Reporting Guide

What’s not reported can never improve the performance. 

This rule applies directly to Amazon PPC. Performance and Amazon PPC reporting are inseparable. Statistics show Amazon PPC campaigns can deliver a 15% revenue uplift, but only for campaigns that are actively managed using the data their reports produce. The excellent performance of a campaign is built on the reports of past campaigns and the continuous reporting of ongoing ones.

This guide covers everything about Amazon advertising reports what each report type contains, how to access and download them, the key metrics that matter, how to build a reporting template, and how to use report data to make better campaign decisions.

Understanding Amazon PPC Reports

Amazon PPC reports are critical for understanding the performance of your advertising campaigns on Amazon. With these reports, you can have a detailed view of how your ads are performing across different campaigns, ad groups, keywords, and placements. No reporting means you have no idea whether your PPC efforts are producing a profitable return or not.

As an Amazon seller, Amazon PPC reports help you analyse key metrics like impressions, clicks, conversions, and ACoS (Advertising Cost of Sale). With the help of these metrics, sellers can analyse the overall profitability of a campaign. You will be able to identify underperforming campaigns, scale what is working, and ultimately achieve more efficient spending and maximised ROI.

Understanding Amazon advertising reports is not just about knowing they exist, it is about knowing which report to pull for which decision, what the columns mean, and how to act on what the data shows. The sections below cover all of that in full.

Complete List of Amazon Advertising Report Types

The most commonly referenced list of Amazon advertising reports stops at five types. In practice, Amazon provides significantly more. Here is the complete picture, including reports that are absent from most guides but essential for a full campaign Amazon PPC analysis.

Core Sponsored Ads Reports

Report Type	Purpose	Key Data
Campaign Performance Report	Overall performance across all campaigns	Impressions, clicks, spend, sales, ACoS, RoAS
Search Term Report	Shows which shopper search queries triggered your ads and generated clicks	Search terms, clicks, conversions, ACoS, spend
Keyword Report	Performance of specific keywords you are bidding on	CPC, clicks, CVR, ACoS per keyword
Placement Report	Where your ads appeared (Top of Search, Product Pages, Rest of Search)	Impressions, clicks, ACoS by placement
Targeting Report	Performance broken down by targeting type (automatic vs. manual, keyword vs. product)	Impressions, clicks, CPC, ACoS
Advertised Product Report	Performance broken down by individual ASIN being advertised	ACoS, spend, sales, units sold per ASIN
Purchased Product Report	Shows which products were actually purchased after a shopper clicked your ad	Product purchased, related ad data, conversion attribution
Gross and Invalid Traffic Report	Shows impressions and click data flagged as invalid or low quality	Invalid impressions, invalid clicks, percentage of total

Brand Registry and Advanced Reports

Report Type	Who Can Access	Purpose
Brand Metrics Report	Brand Registry sellers	Provides awareness, consideration, and purchase-rate data across branded and category searches
Shopping Queries Report	Brand Registry sellers	Market-level search query data showing category search volume and your share of it
Reach Report	Sponsored Display advertisers	Provides unique reach, view-through conversions, and off-Amazon audience data
Amazon DSP Report	DSP advertisers	Programmatic impression data, audience targeting performance, CPM, and CTR

Why the Missing Reports Matter

Most sellers are familiar with the Search Term Report and the Amazon campaign performance report. The reports that typically go unexamined and contain some of the highest-value data are:

Advertised Product Report: Identifies which specific ASINs in your catalog are dragging down overall ACoS. Essential for multi-product sellers who see account-level ACoS without knowing which products are responsible.

Purchased Product Report: Shows you what shoppers actually bought after clicking your ad, even if they did not buy the product the ad was for. If shoppers are clicking your premium product ad and purchasing your budget version, this report reveals it.

Gross and Invalid Traffic Report: Shows click and impression quality. High invalid click rates can signal competitor click fraud or poor placement targeting. A report most sellers never look at and should check quarterly.

Shopping Queries Report (Brand Registry): Shows category-level search volume for queries relevant to your products, allowing you to identify high-volume search terms you are not currently bidding on.

Many sellers combine these reports with Amazon Brand Analytics to uncover high-converting search terms, monitor category trends, and improve keyword targeting decisions 

How to Access and Download Amazon Advertising Reports

One of the most searched questions around Amazon advertising reports is simply: where do I find them? Here is the complete step-by-step process.

How to Access Amazon Advertising Reports

Step 1: Log in to Seller Central at sellercentral.amazon.com

Step 2: In the top navigation, click Advertising → Campaign Manager

Step 3: In Campaign Manager, click Reports in the left-hand navigation panel

Step 4: Click Create Report to generate a new report, or Scheduled Reports to set up automated delivery

How to Download Amazon Advertising Reports

Step 1: In the Reports section of Campaign Manager, click Create Report

Step 2: Select your report type from the dropdown, Campaign Performance, Search Term, Keyword, Placement, Targeting, Advertised Product, Purchased Product, or Gross and Invalid Traffic

Step 3: Select your date range options, including Today, Yesterday, Last 7 days, Last 30 days, Last 90 days, or a Custom Range. For most optimisation decisions, use the last 30 days as a minimum.

Step 4: Select your reporting level, Account, Portfolio, or Campaign. Account level gives you the full picture; Campaign level isolates a specific campaign’s data.

Step 5: Click Run Report. The report will generate within a few minutes.

Step 6: Return to the Reports page and click Download next to your completed report. Reports download as CSV files that open in Excel or Google Sheets.

Setting Up Scheduled Amazon Advertising Reports

For ongoing campaign management, scheduled reports eliminate the manual download step and ensure consistent data delivery.

How to set up:

• In Campaign Manager → Reports, click Scheduled Reports
• Click Create Scheduled Report
• Select report type, date range (recommended: rolling 30-day window), and delivery frequency (daily, weekly, or monthly)
• Enter the email address for report delivery
• Click Save

Report	Recommended Frequency	Why
Search Term Report	Weekly	Catch irrelevant search terms before they accumulate significant waste
Campaign Performance	Weekly	Monitor overall ACoS and spend trends
Keyword Report	Bi-weekly	Identify bid adjustment opportunities
Placement Report	Monthly	Evaluate placement multiplier effectiveness
Advertised Product Report	Monthly	ASIN-level ACoS diagnosis
Purchased Product Report	Monthly	Understand actual purchase attribution

How to Read and Use Each Key Amazon Advertising Report

Knowing where to find Amazon advertising reports is step one. Knowing what to do with the data in each report is where campaign improvement actually happens.

How to Read and Use the Search Term Report

The Search Term Report is the highest-value report in Amazon advertising for most sellers. It shows the actual search queries shoppers typed that triggered your ads, not the keywords you are bidding on, but the real-world language your audience uses to find products like yours.

The critical distinction: Your keyword: “stainless steel water bottle”. Actual search terms triggering it: “stainless steel water bottle 32oz,” “insulated water bottle for hiking,” “water bottle kids school”, and potentially “cheap plastic water bottle” if you are on broad match.

How to read it: Download the report and open it in a spreadsheet. The key columns are:

Column	What to Look For
Customer Search Term	The actual query the shopper typed
Impressions	How often your ad appeared for this query
Clicks	How many times shoppers clicked your ad
Spend	How much you paid for those clicks
Sales	Revenue attributed to this search term
ACoS	Efficiency for this specific query
Orders	Number of conversions

How to use the three actions:

Action 1: Add negatives: Sort by spend descending. Any search term with $20 or more in spend and zero conversions is pure waste. Add it to your negative keyword list immediately. Any term with 15 or more clicks and no sales warrants evaluation.

Action 2: Mine new keywords: Any search term with 3 or more conversions and ACoS below your break-even is a proven buyer query. Add it as an exact match keyword in a dedicated manual campaign. This isolates your best-performing traffic from broad match discovery waste.

Action 3: Identify audience insights: Look for patterns in converting search terms. Are buyers searching by size, colour, material, or use case? These patterns inform your listing copy, A+ content, and bidding strategy.

How to use the Search Term Report to reduce ACoS: This single action, pulling the Search Term Report weekly, adding negatives for zero-conversion spend, and mining winning terms for exact match, is the fastest and highest-impact ACoS optimisation available to most sellers. Accounts that review this report weekly typically see a 10–20% reduction in wasted spend within 30 days.

How to Read and Use the Advertised Product Report

The Advertised Product Report breaks campaign performance down by individual ASIN rather than by keyword or campaign. It answers a question the Search Term Report cannot: which specific products in your catalog are consuming budget without returning proportional sales?

How to read it, Key columns to focus on:

Column	What to Look For
Advertised ASIN	The specific product being advertised
Impressions	Visibility for this product
Clicks	Traffic to this product’s listing
Spend	Ad budget consumed by this ASIN
Sales	Revenue attributed to ads for this ASIN
ACoS	Advertising efficiency for this ASIN specifically

How to use it: Sort by spend descending. Compare the ACoS for each ASIN against its individual break-even ACoS (calculated as: Profit Per Unit ÷ Sale Price × 100).

Any ASIN with spend above $50 in the period and ACoS more than 1.5× its break-even is dragging your account numbers up. Investigate whether the cause is a listing quality issue (weak images, low reviews) or a pricing problem, then either fix the listing or move the ASIN into an isolated campaign with a tighter budget and more conservative bids.

How to Read and Use the Placement Report

The Placement Report shows how your ads perform across Amazon’s three placement types: Top of Search (the first two to three sponsored positions on page one), Product Pages (ads on individual product detail pages), and Rest of Search (all other positions).

How to use it: Pull the report for the last 30 days. Compare ACoS by placement against your overall target ACoS.

If Top of Search shows ACoS significantly above your target, reduce your Top of Search placement multiplier in Campaign Manager (Campaigns → select campaign → Placement → adjust percentage).

If Product Pages show lower ACoS than Top of Search: consider running a separate product targeting campaign to scale this placement independently with a dedicated budget.

If the rest of the search has high spend and high ACoS, reduce its multiplier to zero and redirect budget to better-performing placements.

How to Read and Use the Keyword Report

The Keyword Report shows performance for the specific keywords you are actively bidding on as opposed to the Search Term Report, which shows the actual shopper queries. It is the report you use to make bid adjustment decisions.

How to use it: Sort by spend descending. For each keyword:

• ACoS below 50% of your break-even: consider a 10–15% bid increase to capture more volume
• ACoS between 50–100% of break-even: hold current bid, monitor for 2 more weeks
• ACoS above break-even for 30+ days: reduce bid by 20–30%
• ACoS above 2× break-even for 30+ days: reduce bid by 40% or pause

Check the CPC column against your calculated maximum profitable CPC (Profit Per Unit × Conversion Rate). Any keyword where the average CPC exceeds your maximum profitable CPC is structurally unprofitable, regardless of relevance.

Most sellers can download an Amazon report. But many still struggle to know which keywords to pause, which products to scale, and what changes will actually improve performance.

That’s where AMZDUDES, a Full-Service Amazon agency, helps. We don’t just send reports and numbers. We look at your data, understand your goals, and turn insights into clear actions that help grow your account.

The Amazon PPC Report Template

By now, it is clear that Amazon PPC reporting is non-negotiable for a high-converting Amazon PPC campaign. Below is a reporting template you can replicate or tailor to your needs.

Key Elements of an Effective Amazon PPC Report Template

1. Campaign Name Start by naming your campaign clearly it helps track performance over time and distinguishes campaigns from each other. Without clear names, you will soon have a heap of reports with no clarity.

Example: Campaign Name: “Spring Sale Sponsored Products Exact Match”

2. Ad Groups and Targeting Record your ad group structure and targeting type for each campaign. This makes it immediately clear whether you are looking at broad match discovery data or exact match conversion data.

Example: Ad Group 1: Keyword Targeting Women’s Running Shoes Exact

3. Key Performance Indicators (KPIs) The core KPIs your Amazon PPC report must include:

• Impressions: Visibility of your ads
• Clicks: Engagement with your ads
• CTR (Click-Through Rate): Clicks ÷ Impressions × 100
• CPC (Cost-Per-Click): Spend ÷ Clicks
• CVR (Conversion Rate): Orders ÷ Clicks × 100
• Spend: Total advertising spend
• Sales: Revenue from your ads
• ACoS: Ad Spend ÷ Ad Revenue × 100
• TACoS: Total Ad Spend ÷ Total Revenue × 100
• RoAS: Ad Revenue ÷ Ad Spend

Example KPI table for a single campaign:

Metric	Value
Impressions	200,000
Clicks	5,000
CTR	2.5%
CPC	$0.80
CVR	9.0%
Spend	$4,000
Sales	$18,000
ACoS	22.22%
TACoS	8.4%
RoAS	4.5x

4. Time Range for Report Analysis Defining the time range is crucial to understanding both short-term results and long-term trends.

Time Range	Best Used For
Daily	High-budget campaigns needing same-day monitoring
Weekly	Standard optimization cycle, Search Term Report, and Keyword Report
Monthly	Trend analysis, Placement Report, and Advertised Product Report
Quarterly	Strategic review, Gross and Invalid Traffic Report

5. Custom Segments Based on Campaign Goals A one-size-fits-all approach does not work in Amazon PPC reporting. Align your report focus with the campaign objective:

• Awareness campaigns: Prioritise impressions, reach, and CTR
• Conversion campaigns: Prioritise CVR, ACoS, and TACoS
• Launch campaigns: Prioritise search term discovery, keyword mining, and ranking velocity
• Defence campaigns: Prioritise branded search term share and Top of Search impression percentage

Benefits of a Customised Amazon PPC Report Template

A customised template focuses on relevant metrics, helping you quickly identify areas for optimisation rather than sifting through irrelevant data.

A well-structured template puts all metrics at a glance, making it easier to analyse and adjust campaigns without hunting through multiple reports.

A clear, consistent template makes it straightforward to communicate campaign performance to stakeholders who do not work inside Campaign Manager daily.

Regularly tracking performance using a consistent template helps identify trends across weeks and months, not just snapshot performance on a single day.

Consistent reporting across campaigns and time periods creates a data foundation that supports accurate forecasting and budget planning.

The Most Important Amazon PPC Performance Metrics

Understanding Amazon advertising report metrics and core Amazon PPC metrics, including how they are calculated, what good performance looks like, and how to interpret changes, is essential for improving campaigns. It is what separates sellers who simply read reports from those who use the data to make better decisions. 

1. ACoS (Advertising Cost of Sale)

ACoS measures how much you spend on ads for every dollar of ad-attributed sales. A lower ACoS indicates better ad efficiency, but only relative to your profit margin. The target ACoS for a seller with 15% margin is very different from the target for a seller with 40% margin.

Formula: ACoS = (Ad Spend ÷ Revenue) × 100

Interpretation:

• Above your break-even ACoS: losing money on every ad sale, optimise immediately
• Below your break-even ACoS: profitable, evaluate whether to scale or reduce for margin improvement
• Break-even ACoS = (Profit Per Unit ÷ Sale Price) × 100

Which report to find it in: Campaign Performance Report, Search Term Report, Keyword Report, Advertised Product Report

2. TACoS (Total Advertising Cost of Sales)

TACoS is absent from the original blog and missing from most PPC reporting guides, but it is the metric that tells you whether your ad optimisations are building a healthier business or just moving numbers in an Amazon ppc dashboard.

Formula: TACoS = (Total Ad Spend ÷ Total Revenue including organic) × 100

Why it matters: A falling ACoS paired with a rising TACoS means your organic sales are dropping as you cut ad spend, and ranking signals are weakening. TACoS reveals this. ACoS alone does not.

Benchmarks by stage:

• Launch phase: 15–25% TACoS acceptable
• Growth phase: 8–15% target
• Mature brand: under 8% ideal

Where to find it: You calculate TACoS manually using total ad spend from Campaign Manager and total revenue from your Business Reports in Seller Central.

3. RoAS (Return on Advertising Spend)

RoAS shows the revenue generated per dollar spent on ads. It is the inverse of ACoS, expressing the same relationship as a multiplier rather than a cost percentage.

Formula: RoAS = Revenue ÷ Ad Spend

Interpretation:

• Above 4x RoAS: strong performance for most categories, consider scaling
• 2–4x RoAS: moderate, evaluate whether ACoS is below your break-even before scaling
• Below 2x RoAS: below break-even for most sellers, optimise before increasing spend

Which report to find it in: Campaign Performance Report

4. CTR (Click-Through Rate)

CTR is the percentage of shoppers who clicked your ad after seeing it. It measures ad and listing relevance, specifically whether your main image, title, and price are compelling enough to generate a click from search results.

Formula: CTR = (Clicks ÷ Impressions) × 100

Interpretation:

• Above 0.5%: acceptable for most categories
• Above 1.0%: strong main image and listing are competitive
• Below 0.3%: weak main image is likely the issue, test alternatives before adjusting bids

Which report to find it in: Campaign Performance Report, Search Term Report

5. CPC (Cost Per Click)

CPC is the average amount you pay each time a shopper clicks your ad. It is determined by auction competition, keyword relevance, and your bidding strategy.

Formula: CPC = Ad Spend ÷ Clicks

How to use it: Calculate your maximum profitable CPC Profit Per Unit × Conversion Rate. Any keyword where the average CPC exceeds this number is structurally unprofitable, regardless of how relevant the keyword is.

Which report to find it in: Keyword Report, Search Term Report, Campaign Performance Report

6. CVR (Conversion Rate)

CVR measures the percentage of clicks that result in a purchase. It reflects both ad targeting quality (are you attracting relevant shoppers?) and listing quality (does the listing convert those shoppers?).

Formula: CVR = (Orders ÷ Clicks) × 100

Interpretation:

• Above 12%: strong listing and targeting are well aligned
• 8–12%: acceptable baseline for most categories
• Below 5%: Investigate listing quality, main image, price competitiveness, and review count as the primary variables

Which report to find it in: Campaign Performance Report, Search Term Report, Keyword Report

PPC Reporting Tools for Amazon

Beyond Amazon’s own reporting system, several third-party tools improve the speed, depth, and usability of Amazon advertising report data.

1. Amazon Advertising Console

The Amazon Advertising Console is the native reporting hub inside Campaign Manager. This is where every Amazon advertising report begins. All downloads, scheduled reports, and custom date ranges are managed here.” 

What it provides:

• Access to all report types covered in Section 2
• Customisable date range for any report
• Automated scheduled reporting with email delivery
• Bulk report downloads across multiple campaigns
• Real-time campaign performance dashboards

The Amazon Advertising Console is a complete reporting package for sellers who want raw data to work with in their own spreadsheets. Its limitation is presentation of the CSV output requires manual analysis rather than visual dashboards.

How to access: Seller Central → Advertising → Campaign Manager → Reports

2. Helium 10

Helium 10’s Adtomic module provides real-time insights and A/B testing for ads, with built-in tools for keyword research and competitor analysis. It outshines the native console for in-depth CPC and RoAS analysis, automated bid suggestions based on ACoS targets, and search term analysis that surfaces negative keyword opportunities without manual CSV sorting.

Best for: Sellers who want automated reporting with action recommendations rather than raw data.

3. Sellics (now Perpetua)

Automated bid optimisation, ACoS and RoAS tracking, and seamless integration with Amazon advertising data. Perpetua’s reporting dashboard makes multi-campaign performance comparison faster than the native console, particularly useful for sellers managing 20+ campaigns simultaneously.

Best for: Mid-to-large accounts wanting automated optimisation alongside reporting.

4. Data Hawk

Real-time and historical PPC data with customisable reporting dashboards. Competitor tracking and market analysis alongside campaign performance. The customisable dashboard is Data Hawk’s strongest feature. Sellers can build views showing exactly the metrics relevant to their reporting cadence without exporting CSVs each time.

Best for: Sellers who want a persistent visual dashboard updated automatically rather than weekly manual downloads.

Amazon Advertising Reporting Dashboard

Feature	Amazon Advertising Console	Third-Party Tools
Cost	Free	$50–$400/month
Data Freshness	Near real-time	Near real-time (API dependent)
Report Types	All Amazon report types	Subset varies by tool
Visual Dashboards	Limited	Strong
Automated Alerts	Scheduled reports only	Yes, threshold-based
Bid Automation	No	Yes (Helium 10, Perpetua)
Custom KPI Tracking	No	Yes

For sellers spending under $5,000/month on ads: the Amazon Advertising Console plus a structured spreadsheet template (Section 5) is sufficient. Above $10,000/month: a third-party reporting tool saves 3–5 hours per week of manual report processing and typically pays for itself in the optimisation decisions it makes faster.

How a High-Performance Amazon PPC Agency Can Help

Running successful Amazon PPC campaigns requires more than understanding the platform’s reporting tools it demands expertise, continuous optimisation, and strategic decisions based on what the reports actually reveal.

A high-performance Amazon PPC management service makes reporting a structured discipline rather than a reactive task. Specifically, an agency partner should deliver:

• Weekly Search Term Report analysis: Adding negatives and mining winning terms on a consistent cadence, not reactively when ACoS spikes
• Monthly Advertised Product Report review: Identifying ASIN-level ACoS problems before they distort account-level performance data
• Placement Report optimisation: Adjusting placement multipliers based on conversion data, not assumptions
• TACoS tracking alongside ACoS: Ensuring campaign optimisation is improving business health, not just dashboard metrics
• Custom reporting dashboards: Tailored to your specific margin targets, business stage, and growth goals, not a generic monthly PDF

An Agency that reports only on ACoS without TACoS, or at the campaign level without keyword and ASIN level breakdown, is not providing the reporting depth needed to make reliable optimisation decisions.

If you are evaluating Amazon PPC reporting agency options, ask specifically: which reports do you pull weekly versus monthly, and what decisions does each report drive?

Your Reports Are Telling You Something. Are You Acting on It?

Every week, wasted ad spend builds from search terms that should have been negated. Every month, profitable products lose visibility because bids stay too low while weaker campaigns keep spending.

Reports alone don’t improve performance. Action does.

At AMZDUDES, our Amazon PPC Services turn reporting data into profitable decisions. We unify your Amazon ads, listing creative, and customer insights so your advertising works as one connected growth system.

Here’s what that looks like:

• Weekly Search Term Report reviews and optimisation updates
• Bid adjustments based on real margins and conversion data
• ASIN and placement analysis before performance drops
• TACoS tracking alongside ACoS to measure real business growth

We work with 7–8 figure sellers across the US, UK, CA, and EU marketplaces. Our clients don’t just receive reports; they receive the strategy and reasoning behind every recommendation. If your current reporting cycle isn’t translating into consistent performance improvement, let’s change that.

Frequently Asked Questions

1: What are Amazon advertising reports? 

Amazon advertising reports are data files generated by Amazon’s advertising platform that show how your sponsored ads are performing. They cover metrics including impressions, clicks, spend, sales, ACoS, and RoAS, broken down by campaign, keyword, search term, placement, and individual ASIN. Reports are accessed through Campaign Manager in Seller Central.

2: How do I access Amazon advertising reports? 

Log in to Seller Central → Advertising → Campaign Manager → Reports in the left navigation. Click Create Report, select the report type, choose your date range, and click Run Report. Reports are generated as CSV files that can be downloaded from the Reports page within a few minutes.

3: How do I download Amazon advertising reports? 

In Campaign Manager, go to Reports → Create Report. Select report type, date range, and reporting level (Account, Portfolio, or Campaign). Click Run Report. When complete, click Download next to the report. Reports download as CSV files compatible with Excel and Google Sheets.

4: How do I set up scheduled Amazon advertising reports? 

In Campaign Manager → Reports, click Scheduled Reports → Create Scheduled Report. Select report type, rolling date range, and delivery frequency (daily, weekly, or monthly). Enter the destination email address. Amazon will automatically generate and email the report on your chosen schedule.

5: How many types of Amazon advertising reports are there? 

Amazon provides eight core report types for Sponsored Ads: Campaign Performance, Search Term, Keyword, Placement, Targeting, Advertised Product, Purchased Product, and Gross and Invalid Traffic. Brand Registry sellers have additional access to Brand Metrics, Shopping Queries, and Reach reports. DSP advertisers have access to DSP-specific reporting.

6: What is the Amazon Search Term Report, and how do I use it? 

The Search Term Report shows the actual shopper queries that triggered your ads, not the keywords you are bidding on. Use it weekly: sort by spend descending, add any terms with $20+ spend and zero conversions to your negative keyword list, and move any terms with 3+ conversions below your break-even ACoS into exact match manual campaigns. This single process is the fastest way to reduce ACoS for most accounts.

7: What is the Advertised Product Report? 

The Advertised Product Report shows campaign performance broken down by individual ASIN rather than by keyword or campaign. It identifies which specific products are consuming budget disproportionate to their sales contribution, essential for multi-product sellers who see account-level ACoS without knowing which ASINs are responsible.

8: What is the best time range for Amazon advertising reports? 

For weekly optimisation, the last 30 days give enough data for reliable decisions. For bid adjustments: minimum 14 days, ideally 30. For trend analysis: last 90 days. For high-traffic campaigns needing rapid response: last 7 days for Search Term and Keyword reports. Avoid making bid or structural decisions based on fewer than 14 days of data.

9: How do I use Amazon advertising reports to improve campaign performance? 

The core workflow: weekly Search Term Report (add negatives, mine winners) → bi-weekly Keyword Report (bid adjustments based on ACoS vs break-even) → monthly Advertised Product Report (ASIN-level diagnosis) → monthly Placement Report (adjust multipliers based on conversion data). Each report drives specific decisions. The value is in knowing which report answers which question.

10: How can sellers improve RoAS using Amazon advertising reports? 

Pull the Keyword Report and sort by spend. Calculate the break-even RoAS for your product (Sale Price ÷ Profit Per Unit). Any keyword with RoAS below your break-even: reduce bid by 20–30%. Any keyword with RoAS above 2× break-even: increase bid 10–15% to capture more volume. Cross-reference with the Search Term Report to ensure spend is going to relevant queries, not broad match waste.

What to Read Next

Reporting is the foundation. Acting on what reports reveal is where performance improvement happens. Our complete guide on a complete Amazon PPC management strategy covers how to build the campaign architecture that makes your reporting data actionable, from keyword structure and match type hierarchy to bid frameworks and the weekly optimisation cadence that keeps performance compounding over time.

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