To find analytics for your Amazon ad campaigns, you’ll need to go straight to the source-Amazon’s own advertising console-but that’s just the starting point. Amazon provides robust, built-in reporting tools within Amazon Advertising Central, accessible from your seller or vendor account. Here, you can pull detailed performance metrics for Sponsored Products, Sponsored Brands, and Sponsored Display campaigns. Key reports include:
- Campaign Performance Report-Shows impressions, clicks, spend, sales, and ACoS (Advertising Cost of Sales) by campaign, ad group, or keyword.
- Search Term Report-Reveals actual customer search queries that triggered your ads, helping you refine keywords and uncover negative targeting opportunities.
- Placement Report-Breaks down performance by ad placement (top of search, rest of search, product pages) so you can adjust bids strategically.
- Time Series Report-Tracks daily or hourly trends, useful for spotting seasonality or timing your bids.
But here’s the nuance: raw Amazon data can be overwhelming and isn’t always easy to synthesize for strategic decisions. That’s where savvy advertisers layer on additional tools. If you’re managing significant spend-say, tens of thousands per month-third-party analytics platforms like Helium 10, Jungle Scout, or Sellerboard offer dashboards that clean, merge, and visualize your Amazon data alongside profitability metrics (like true net margin after Amazon fees). For enterprise-level brands, solutions like Pacvue or Kantar’s Marketplace Intelligence provide cross-platform attribution and competitive benchmarks.
A critical point: Amazon’s analytics are walled-garden data. They don’t integrate natively with tools like Google Analytics or most BI platforms without custom API work. If you want a unified view that combines Amazon with your other ad channels (Facebook, Google, TikTok, etc.), you’ll need a dedicated data pipeline or a service like Grow (which Sagum partners with) to build a custom BI dashboard. This approach lets you see how Amazon campaigns contribute to overall business goals-not just within Amazon’s ecosystem.
For most advertisers, I recommend this three-tier approach:
- Start with Amazon’s native reports weekly to optimize bids, keywords, and budgets.
- Adopt a third-party tool when you need deeper profitability analysis or automated rules (e.g., raise bids on high-converting search terms).
- Build a custom analytics dashboard if you’re running multi-channel advertising and need executive-level visibility across platforms.
Remember: the analytics you find are only as good as the goals and forecasts you set upfront. Without clear objectives-like a target ACoS or a specific return on ad spend-you’ll drown in data without direction. At Sagum, we establish those metrics first, then use the right analytics stack (Amazon native plus a tailored BI dashboard) to ensure every data point drives a decision, not just a report.
