Amazon Advertising Campaign Analysis Using Marketing Cloud Overlap Reports

Published on November 12, 2025

About this video

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Learn how to access Amazon Marketing Cloud overlap reports to see how your Amazon advertising campaigns work together and measure the combined impact when you add Amazon DSP to your sponsor ads strategy. In this video, I show you the exact steps to find and run the sponsor ads and DSP overlap report, even if you don't have DSP running yet. This Amazon Marketing Cloud report reveals detailed metrics including unique users reached, total purchases, total sales, reach percent, and purchase rate when combining different Amazon ad types. I demonstrate how to navigate to Amazon Marketing Cloud within campaign manager, select the right use case, and generate the overlap analysis. The report shows performance data for different campaign combinations like DSP with sponsor brands, sponsor display, and sponsor products. I also share real results showing the highest purchase rate came from combining DSP ads with sponsor brands, sponsor display and sponsor products. You'll see how sponsor TV performed in our tests and why the investment didn't justify continuing with that ad type in this specific case. This Amazon Marketing Cloud tutorial requires no prior AMC knowledge and provides a straightforward way to analyze your Amazon advertising performance across multiple campaign types. Perfect for Amazon sellers looking to optimize their Amazon ads strategy and understand how different Amazon advertising campaigns complement each other for better overall performance.

Contents: 0:00 Introduction to Amazon Marketing Cloud overlap reports 0:28 How to navigate to Amazon Marketing Cloud in campaign manager 0:51 Finding and selecting the sponsor ads and DSP overlap report 1:18 Setting up your report parameters and naming conventions 1:42 Understanding the overlap report metrics and data visualization 2:33 Real results from combining DSP with sponsor ads campaigns

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Transcript

So yesterday I talked about how can you use Amazon marketing cloud to see how your campaigns work together and combined also how they work uh when you add the DSP on top of that. So just I don't want to leave this unspoken. I'm going to show you quickly how to find that report and you don't need any prior knowledge of Amazon marketing cloud to do this. So once inside your campaign manager just go to the left and find Amazon marketing cloud. Then select use cases and in the search bar type overlap. Now you will see a bunch of overlap reports. I prefer this one sponsored ads and DSP overlap. Even if you don't have DSP, I recommend this report because in my opinion it just looks way nicer than all the other ones. Then once inside you just scroll down, give it a fancy name in this. I will just copy this one. I like to add some date the 12th of November. And I like to to add the marketplace. Then select the last week, last month, this month, whatever you like. And hit submit. It will crunch the data for a little bit. And then you will be presented with the report. And this I know it it looks a little bit confusing, but you know, you can replace uh the sponsor brand sponsor products with like SPSDSP. It's going to be much easier to look at it. But this is the the point. So you will have different groups of ads like DSP and sponsor products or sponsor brands, sponsor products etc as and on and on. You get the idea. And here you will see all the detailed metrics like how many unique users reached, how many total purchases, total sales, what's the reach percent of the total reach and the purchase rate which we love the most. And as I said yesterday, this is the impact that we saw once we combined DSP ads with sponsor brands, sponsor display and sponsor products. So purchase rate was the highest. Uh we also saw high purchase rate combining even the fifth type of ad sponsor TV. But the investment didn't justify that we continue with sponsored TV in this case. Um, so yeah, let me know if you need help with this, but I think it's pretty straightforward. Go and look it up, and I'm sure it will increase your sales drastically if you do this right. So stay tuned, and more videos to come tomorrow. Bye-bye.

Frequently asked questions

How do you access the Sponsored Ads and DSP Overlap Report in Amazon Marketing Cloud?

Inside Campaign Manager, navigate to Amazon Marketing Cloud in the left menu, select Use Cases, and type "overlap" in the search bar. Choose the Sponsored Ads and DSP Overlap report. This report is worth running even if you are not running DSP yet, as it shows how your existing Sponsored Products, Sponsored Brands, and Sponsored Display campaigns perform in combination.

What naming convention should you use when setting up the Overlap Report?

Include the date and marketplace in the report name so you can identify it later when reports accumulate. A format like "Overlap-SP-DSP-12Nov-DE" takes seconds to create and makes it immediately clear which account, marketplace, and period the report covers without having to open each file to check.

How do you make the Overlap Report output easier to read once it downloads?

The default exposure group labels in the Excel output use full names like Sponsored Brands Sponsored Products which make the rows hard to scan quickly. Replacing these with short abbreviations such as SB, SP, SD, and DSP makes the table significantly more readable and speeds up the analysis, especially when comparing multiple exposure group combinations across a longer date range.