seller
Key takeaways
- Amazon's console reports stop at ad-attributed sales and keep only about 65 days of search term history, so export weekly and add margin, TACoS and stock data yourself.
- Judge a week only after its attribution window closes, and compare ad types on like windows.
- Since January 1, 2026 view-based credit for vCPM and in-Store DSP ads uses a shorter window; check all views metrics before calling a drop a performance problem.
| Console export | Decision report | |
|---|---|---|
| Spend, ad sales, ACoS | ||
| TACoS and organic share | ||
| Profit after fees per ASIN | ||
| Days of stock cover | ||
| History older than 65 days |
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What Amazon PPC reporting covers in 2026
Amazon's native reports live in the advertising console under Measurement and Reporting, then Sponsored ads reports, and in Seller Central under Reports, then Advertising Reports. You choose the ad type, the report type, a date range and a time unit (summary or daily), then download a CSV.
Sponsored Products has the widest set. Sponsored Brands adds keyword placement, category benchmark and attributed purchases reports; Sponsored Display has campaign, targeting, advertised product, purchased product and matched target reports. Here is what each Sponsored Products report is actually for.
- Search term: the exact queries shoppers typed before clicking. Promote converters, negate waste.
- Targeting: performance per keyword, ASIN or category target. Scale winners, lower bids on the rest.
- Advertised product: results per ASIN. Line budget up with stock and margin.
- Placement: top of search versus rest of search versus product pages. Decide the top-of-search premium.
- Purchased product: other items bought after a click. Shows halo and cross-sell.
- Search term impression share: your share and rank per term. Amazon's example: 20 percent share means you won 20 percent of Sponsored Products impressions for that term that day.
- Budget: where campaigns ran out of budget and Amazon's estimate of missed sales.
- Performance over time: clicks, CPC and spend trends, with no sales column.
- Gross and invalid traffic: clicks and impressions Amazon filtered as invalid.
Three traps inside Amazon's native reports
The first trap is history. Third-party guides and Amazon's own search term report configuration put Sponsored Products search term data at about 65 days in the console, with targeting and advertised product reports at around 90 days and purchased product at 60. Sponsored Brands and Sponsored Display reports are quoted at 60 days. If nobody exports, your Q4 search term data is gone before you plan next Q4.
The second trap is lag. Conversions can take up to 48 hours to appear, and sales keep attaching to a click for the full attribution window, so this week always looks worse than it will. Tool vendors advise setting the end date of a bulk export at least three days back for the same reason.
The third trap is the window itself. Sponsored Products sales in Seller Central use a 7-day click window, Vendor Central uses 14 days, and Sponsored Brands and Sponsored Display generally report 14-day click windows. Put those ACoS figures side by side and you are comparing windows as much as performance.
- Export every week and keep the files: the console will not keep them for you.
- Judge a week only after its window has closed; use the prior closed week for bid decisions.
- Compare ad types on like windows, or read Sponsored Brands ACoS knowing it had twice the time to collect sales.
What changed in attribution on January 1, 2026
On January 1, 2026 Amazon Ads moved view-based credit for Sponsored Brands and Sponsored Display campaigns billed on viewable impressions (vCPM), and for Amazon DSP ads served in the Store, to what it calls a shopping-signal enhanced last-touch attribution model with a shorter view window. Amazon has not published the new window length. Click-based attribution is unchanged, so standard Sponsored Products campaigns are not affected.
The old 14-day view methodology survives as all views metrics, such as Purchases (all views), inside unified reporting: the report builder, the Reporting (beta) tab and the new Amazon Ads API. Agencies writing about the change report year-over-year drops in view-attributed DSP revenue that are measurement changes, not sales changes.
For reporting this means one rule: if a vCPM or DSP line shows ROAS falling against last year, compare the all views metric for both periods before anyone concludes the ads stopped working.
The numbers the ad console cannot show you
Every report above stops at ad-attributed sales. None of them knows your cost of goods, your FBA and referral fees, your organic sales or your stock position. Those four numbers decide whether an ACoS is good, and they live in Seller Central, not in the ad console.
Total sales by ASIN come from Business Reports, fees from the payments and fee reports or the FBA revenue calculator, and days of cover from FBA inventory. Put them next to the ad data and you can compute the three figures that turn an ad report into a business report.
- Margin after fees per ASIN: price minus landed cost minus FBA and referral fees. It sets the break-even ACoS for that product.
- TACoS: ad spend divided by total sales for the ASIN, not just ad sales. A falling TACoS while sales grow usually means organic rank is improving.
- Organic share: total sales minus ad sales, divided by total sales. It shows whether ads are building the listing or just renting traffic.
- Days of stock cover against lead time: the number that tells you to cut bids even when ACoS is excellent.
Worked example: one ACoS, two different decisions
All numbers here are illustrative. Take a product priced at $30 with a landed cost of $9, an FBA fee of $6.50 and a 15 percent referral fee of $4.50. Margin after fees is $10 a unit, or 33 percent, so break-even ACoS is 33 percent.
Last month the Sponsored Products campaign spent $1,200 and produced $4,000 of ad sales. The console reports ACoS of 30 percent and the dashboard shows a green arrow. Those ad sales are about 133 units carrying $1,333 of margin, so the ads themselves cleared roughly $133 after spend.
Now add Business Reports: total sales for the ASIN were $9,000, so TACoS is 13.3 percent and organic share is 56 percent. Across all 300 units the product earned $3,000 of margin and $1,800 after ad spend. On that evidence the decision is to hold or raise bids, because the ads are feeding rank that pays back in organic sales.
Change one line. FBA inventory shows 9 days of cover and the next shipment lands in 21 days. The same 30 percent ACoS now points the other way: cut bids on this ASIN today, keep only the exact-match terms with the best conversion rate, and let organic sales carry the remaining stock. A stock-out resets rank and makes the relaunch far more expensive than the sales you give up this week.
The weekly Amazon PPC reporting playbook: six steps
One owner per step, one place to do it and one metric that proves it worked.
- Ads manager, Monday, Sponsored ads reports: export the search term, targeting, placement and advertised product reports with the end date three days back, and save them in a dated folder or a warehouse. Metric: unbroken history older than 65 days.
- Ads manager, search term report: filter for terms with 10 or more clicks and no orders in the last closed window, add them as negatives, and move converting terms into exact match. Metric: share of spend on zero-order terms falling week over week.
- Finance or operations, Seller Central Business Reports and fee reports: compute margin after fees and TACoS per advertised ASIN and set each campaign's ACoS cap from that margin. Metric: no campaign running above its break-even ACoS for two closed weeks.
- Operations, FBA inventory: list days of cover against lead time for every advertised ASIN and flag anything that will not reach the next inbound. Metric: zero advertised ASINs out of stock while a campaign is enabled.
- Ads manager, placement report: compare top-of-search ACoS with rest of search and product pages and adjust placement modifiers, not just base bids. Metric: blended ACoS at or under the profit-capped target.
- Account owner, one page: profit after ads, TACoS, ACoS, organic share, stock cover, the three changes made and the three planned. Metric: the CEO reads it in five minutes and every number has a decision next to it.
When this advice does not apply
A launch is the main exception. In the first weeks a new ASIN has no organic sales, so TACoS and organic share are meaningless and a loss-making ACoS can be the right choice while rank and reviews build. Set a launch budget and a date to switch to profit rules instead.
Vendor Central accounts report on 14-day windows and lack the seller-side purchased product report, so the lag and halo figures shift. Campaigns billed on vCPM and DSP lines are judged on view metrics and need the all views comparison above. And accounts under roughly $2,000 of monthly spend rarely have enough closed-window data for weekly bid changes; a two-week cadence over-steers less.
How PPC Spider reports
PPC Spider runs Amazon PPC on flat monthly plans with published prices. Launch is $995 a month for up to $10k of monthly ad spend with weekly optimization and a monthly report. Growth is $1,250 a month for up to $40k of spend and adds daily bid and budget management, a weekly report and a bi-weekly call. Scale is $2,200 a month for up to $120k of spend with a dedicated strategist, a weekly call and SpiderOS access. Larger accounts get a custom Enterprise quote with custom reporting.
ACoS targets are set from margin: each campaign gets a profit-capped ACoS and the account is managed to a TACoS that leaves money after fees, and both appear in the weekly report. Full-service Amazon management, a flat $1,500 a month for up to 25 ASINs and $20k of ad spend, includes weekly and monthly reports with a dedicated account manager.
If you run your own ads and only want the report layer, SpiderOS is sold on its own: Reports at $79 a month for one Amazon account, Automation at $239 a month to put ads on autopilot, and Agency at $499 a month for up to 10 accounts. It shows profit margin per product and live performance reports, runs ads automation 24x7 and is included with every PPC Spider retainer.
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