Amazon Advertising Trends and Updates for 2022

Anusha | November 4, 2022

If you are running Sponsored Ads on Amazon you’re probably familiar with Amazon’s ad reports. You’re also aware that access to this data is not available in perpetuity. In fact these reports will typically let you go back 60 or 90 days.

What launched?

Sponsored Products Campaigns – 10 Reports

Previously, only 6 reports were running in Sponsored Product Ad but now we can see there is additional 4 reports which are newly launched

How are these reports going to help amazon advertisers?

Sponsored Products Campaigns – 10 Reports

Performance over Time (90 days) : The performance over time report shows the clicks, cost per click (CPC), and spend for your campaigns. You can use this report to understand your overall spend and performance

Search Term Impression Share (65 days) : The search term impression share report shows, for each search term, the numeric rank of your account-wide impression share relative to other advertisers who have generated impressions on the same term. You can also see the percentage of your share of the total impressions for each search term.

Purchased Product (60 days) : This report is only available to Amazon sellers. The purchased product reports details on the non-advertised ASINs a shopper purchased after clicking your ad. This report can help you surface new advertising opportunities and get insight into what shoppers are buying.

Purchased product reports data is available for the last 60 days. This report only shows conversion metrics, such as Other SKU Sales, for products that aren’t the advertised product so the conversion metrics’ totals won’t match the campaign totals. Review the Advertised Product section for product totals on advertised products.

Gross and Invalid traffic : Amazon Ads’ traffic quality systems help protect advertiser spend from invalid traffic that includes non-human, fraudulent, or other illegitimate traffic. The new metrics provide greater transparency into invalid traffic filtered by Amazon Ads

Note: The metrics in this report will be available starting 9/30/22, meaning that full 12 month report, will be available on 9/30/23

Sponsored Brands Campaigns – 8 reports

Early in Sponsored Brand, there were only 5 reports available but now they have launched 3 new reports

How are these reports going to help amazon advertisers?

Search Term Impression Share (65 days)

The search term impression share report shows, for each search term, the numeric rank of your account-wide impression share relative to all the other advertisers who have generated impressions on the same term. You can also see the percentage of your share of the total impressions for each search term.

You can access this report through the downloadable reports in the reporting center. For Sponsored Brands, you can access search term impression rank through the Amazon Ads API.

Category Benchmark (90 days)

This report is available only for vendors and sellers. The category benchmark report (CBR) shows your advertising performance with the median, the bottom 25%, and the top 25% values achieved by your peers (by retail performance).

 The median provides you the middle value of the data set. It’s also known as the 50^th percentile.

 The bottom 25% resembles the lower-performing quartile and it provides you the value at which 25% of the lower-performing values lies below.

 The top 25% resembles the top-performing quartile and it provides you the value at which 25% of the top performing values lies above.

The report breaks down the metrics by your account’s brands and shows the benchmarks within the specific categories your Sponsored Brands campaign where displayed.

Gross and Invalid traffic

Amazon Ads’ traffic quality systems help protect advertiser spend from invalid traffic that includes non-human, fraudulent, or other illegitimate traffic. The new metrics provide greater transparency into invalid traffic filtered by Amazon Ads

Note: The metrics in this report will be available starting 9/30/22, meaning that full 12 month report, will be available on 9/30/23

Sponsored Display – 5 reports

Similarly, in Sponsored Display 1 new report has been launched.

How are these reports going to help Amazon Advertisers?

Gross and Invalid traffic Amazon Ads’ traffic quality systems help protect advertiser spend from invalid traffic that includes non-human, fraudulent, or other illegitimate traffic. The new metrics provide greater transparency into invalid traffic filtered by Amazon Ads

Note: The metrics in this report will be available starting 9/30/22, meaning that full 12 month report, will be available on 9/30/23

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