Since its launch, Amazon’s AMS platform (Amazon Marketing Services) has lacked the ability to pull data on the account level. This has always made it much more time-consuming for advertisers to pull reports and gain the insights necessary to effectively optimize their campaigns.
That is, until now.
Recently, Amazon made some very significant updates to unify their reporting for AMS and Seller Central. This update includes the ability to download AMS account-level data and also introduces four brand new advertising reports.
Here are some brief descriptions of each of the reports:
- Search Term- This report is very similar to the traditional Search Term Report from the original Seller Central interface. It is used to gain insights on customer search terms and mine high-converting keywords. The new report also contains a ROAS metric similar to Google AdWords, along with Amazon’s ACoS metric.
- Keyword- The keyword report helps gauge how often keywords are being triggered by searches and how the search volume for them has changed over time. This gives great insights on whether or not a keyword bid should be adjusted based on an increase or decrease of traffic flowing through it.
- Advertised Product- The advertised product report shows the amount of traffic and sales coming from your brand by ASIN. This is a great report for analyzing the amount of traffic flowing to a specific listing and the profitability of that traffic.
- Placement- The placement report shows where your ads are appearing within the search results. This report can be used to ensure you are winning the top advertisement slot consistently if you are running a campaign with aggressive bids. This is great for ensuring that a launch campaign is gaining visibility.
Prior to the rollout of these new reports on Amazon, getting meaningful, over-time sales data from AMS was a very inefficient and manual process that required pulling individual reports from each campaign.
Now with the new reporting features, advertisers can pull a report that encompasses all Sponsored Product or Headline Search ad data for a customized date range. This allows advertisers to glean impactful insights from sales, traffic, and search term data and, most importantly capitalize on them quickly.
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