Amazon Ads reports are downloadable spreadsheets, one per report type, built in the Reports section of the Amazon Ads console. Sponsored Products alone has around ten types. You do not need all of them. Four cover the weekly routine for most sellers: search term, placement, advertised product and campaign. This guide maps each report to the question it answers.
Amazon's help page for Sponsored Products reports lists the types below. Sponsored Brands and Sponsored Display have their own shorter lists, and a few reports (search term impression share, gross and invalid traffic) exist only for some ad types. The table shows the question each report answers, which is a better way to remember them than the names.
| Report | Question it answers | Pull it |
|---|---|---|
| Search term | Which shopper searches triggered my ads and did they convert? | Weekly |
| Placement | Do top of search, rest of search or product pages convert better? | Fortnightly |
| Advertised product | Which ASINs are the ads actually selling? | Weekly |
| Purchased product | Did the click sell the advertised ASIN or a different one? | Monthly |
| Campaign | Spend, sales, ACoS by campaign over time | Weekly |
| Targeting | Keyword and product target performance with bids | Weekly |
| Budget | Which campaigns ran out of budget and when | Weekly |
| Performance over time | Daily totals for a trend chart | Monthly |
| Search term impression share | My share of impressions on a term (SP and SB) | Monthly |
| Gross and invalid traffic | Clicks Amazon removed as invalid | When billing looks odd |
The search term report is the one to learn first. It links every sale to the exact words a shopper typed, so it is where you find new exact-match keywords and the wasteful terms to add as negatives. Blooprint's Amazon negative keywords guide covers the negation rules in detail; this page stays on which report to open.
The placement report tells you whether your adjust-bids-by-placement settings are helping. If top of search converts at twice the rate of product pages but gets a small share of spend, the multiplier is too low. The advertised product report separates the ASINs that pay for their ads from the ones that only spend. The campaign report is the weekly scoreboard.
Reports are limited to a trailing window, and Amazon's help page states the lookback per report type. If you need history beyond it, schedule the report and keep the files.
Summary gives one row per item; Daily gives one row per item per day. Use Daily only when you want to see a change over time, because the file gets large fast.
Sales in reports are attributed within the window for your account type. Sellers on Sponsored Products get seven days, vendors fourteen, per Amazon Ads help. A report pulled today for last week will still change.
Every report can be emailed daily, weekly or monthly. Set the weekly four to arrive on Monday morning and the routine takes care of itself.
Each report is one file for one ad type for one account. If you sell on Amazon India and Amazon UAE, or run Sponsored Products and Sponsored Brands, you stitch files together yourself. There is no cross-report view, so answering 'which search terms in which placement' means a lookup between two files.
Reports are also read-only. You spot the keyword with 200 clicks and no sales in the search term report, then go back to the campaign manager to negate it. That round trip is where most of the weekly time goes.
BlooprintAI pulls the same data through the Amazon Ads API and shows it as search-term, placement and product views in one place, across accounts, with the bid or negative action on the same screen. Every change shows a summary first and is logged; nothing is applied on its own.
One dashboard for spend, sales, ACoS and ROAS across marketplaces, plus Excel export.
Learn more →Enter ad spend and ad sales to get ACoS and ROAS in seconds.
Learn more →Why ad sales appear days later and how to read reports during the window.
Learn more →How Amazon bulk sheets work, their limits, and the CSV alternative.
Learn more →They are in the Amazon Ads console rather than Seller Central itself. Open Advertising, then Campaign Manager, then Measurement and Reporting, then Sponsored ads reports. Create a report, pick the ad type and report type, and download or schedule it.
The search term report, available for Sponsored Products and Sponsored Brands. It lists the shopper search terms that produced impressions and clicks, with orders and sales attributed to each.
Each report type has its own lookback, listed on Amazon's help page for that ad type. If you need longer history, schedule the report and archive the files, or use the Amazon Ads API.
Sales are attributed for a window after the click, seven days for sellers on Sponsored Products and fourteen for vendors, so a report for the last few days keeps growing until the window closes.
It replaces the downloading and stitching. The same search-term, placement and product data is shown in one dashboard with Excel export, and the bid or negative change is applied from the same view after you review a summary.
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