Amazon Advertised Products Report Explained

Published on December 12, 2024

About this video

Amazon Advertised Products Report - In this in-depth tutorial, we walk you through how to utilize the Amazon Advertised Product Report for more accurate advertising insights and efficient decision-making. By going beyond the standard Amazon campaign manager dashboard, you’ll learn how to uncover hidden trends, identify low-performing products or variations, and understand which ASINs are truly delivering meaningful conversions.

*What You’ll Learn in This Video*

- **Introduction to the Advertised Product Report:** Discover what the Advertised Product Report is, why it’s a vital resource within Amazon Seller Central, and how it differs from the data you see in Amazon’s campaign manager. Learn how this report can highlight discrepancies between what you think is selling and what’s actually driving conversions.

- **Setting Up and Downloading the Advertised Product Report:** Step-by-step instructions on how to navigate to the Amazon Ads console, select the Sponsor Products category, and generate the Advertised Product Report. We’ll cover selecting date ranges, naming conventions, and best practices for saving your reports so you can efficiently analyze data over time.

- **Analyzing Data in Excel or Google Sheets:** Learn how to import your report into Excel or Google Sheets and use essential tools like pivot tables, conditional formatting, and sorting by KPIs (e.g., impressions, clicks, CPC, ACoS, and conversion rate). By visually highlighting your top-performing and underperforming SKUs, you can quickly identify where to allocate budget for maximum profitability.

- **Identifying Outliers and Low-Converting SKUs:** Tired of wasting spend on ASINs that never convert? See how to filter and segment your data to find products with high clicks but zero sales. We’ll discuss how to use this information to pause or adjust bids on certain products, ensuring that every dollar spent on your Amazon advertising is well-invested.

- **Pinpointing Variation-Level Performance:** The Advertised Product Report can reveal that a seemingly well-performing product is actually boosting sales for other variations, not the advertised one. Understanding this phenomenon allows you to fine-tune your product listings, keyword targeting, and variation strategies, whether you’re selling candles of different scents or clothing in various sizes.

- **Creating a Pivot Table for Unified Insights:** Master the art of pivot tables to group ASINs and see how each advertised SKU contributes to sales, including other SKUs sold during the same session. This holistic view helps you determine if your PPC strategy is truly effective at moving inventory or merely redirecting traffic to alternative variations.

- **Next Steps & Additional Reports:** Ready to go even deeper? By learning how to use the Advertised Product Report in tandem with the Purchased Product Report, you’ll uncover which ASINs customers end up buying after clicking on your ads. This next-level insight will help you refine both your ad creatives and your product lineup, leading to more sustainable sales growth.

*Timestamps* - 00:00 – Introduction & Overview - 00:20 – Importance of the Advertised Product Report - 01:00 – Navigating Campaign Manager vs. Advertised Product Report - 02:30 – Generating the Advertised Product Report (Step-by-Step) - 05:00 – Analyzing Data: Impressions, Clicks, Conversion Rate - 06:00 – Identifying Non-Converting ASINs & Wasted Spend - 07:30 – Sorting and Filtering Data to Spot Trends - 09:00 – Creating Pivot Tables for Unified Insights - 10:30 – Understanding Advertised vs. Purchased SKU Discrepancies - 11:30 – Applying Insights to Optimize ACoS & ROAS - 12:30 – Linking Advertised Product Report with Purchased Product Report for Deeper Analysis

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Transcript

hi guys and welcome to another video on Amazonia YouTube channel in this video I going to talk about advertised product report and why it is important for you you may notice that it's available in product tab in your campaign manager but at the end of this video you will see that this um overview on Amazon campaign manager can completely Mis mislead you what's selling and what's not and stay tuned and I'll uh make sure that this is very valuable for you now this is an overview of campaign manager by itself so you you you can navigate so usually you're sorry you're on a single country Tab and you can go to the products or targeting and budgets I'll be covering that in our uh next videos but in the products tab you can see all the products that are currently selling in that Marketplace you can sort it by sales and when you expand here on this little arrow you will see all the campaigns that are associated with that product sorry my voice is a little bit down um so yeah let's go and and find that report and let me show you why this is okay for an overview but the the real data is is hidden so to navigate and find that you should go to your sponsor product ad reports and then under report category select sponsor products and down below select advertised product product uh please know that new metrics are available if you saw at um they call it long-term sales and long-term roas so try to understand that I haven't Tred to to understand it I'll dive deep into that uh later on and maybe I'll record a breakdown for you guys but for uh let's continue so sponsor products advertise product report select the summary and the date range let's go for the for last 30 days now also what I recommend is uh because you should be doing this reporting do this reports very often so I like to have a naming convention for every report that I create so I recommend to always input your date of the report generation so it would be um December the 12 2024 sponsor products [Music] um whatever ad advertise product report whatever whatever you have uh developed as your internal naming convention use it and I would always add how many days that was uh selected in the in the setup and then R you run report it will be it will make your life so much easier because if you always go with the default name you will end up in your um folder having tens or or hundreds of different reports without knowing which one is for which dat range when you run report and download it this is what you will get now I simplified it just I removed campaign names and uh blanked the the product info but the point is that these are the most important metrics that you have to look at now you can play with the data and sort by impression clicks click through R cost per click or maybe I like to focus on conversion rate and some some of the others to make things easier what I would also love to do what I do always in these reports if you are in Excel go to let's add some colors just to make it more visible now you can see that the best conversion rate is in green and the worst which is zero is in red um it makes your life easier because you can easily spot some outliers these 30 are the ones that are branded so they're they're not really a real life scenario branded campaigns always perform the best what is important to note here is that I typically sort this report by advertise skew because here you can see a many different skes ad many same skews adverti in different campaigns and then you can easily see that for specific campaign type you have low a cost or high a cost so the same product different campaign uh campaign types different match types different setups different cpcs but if when when it's lay down like this you can easily compare like and say hey my sponsor product is much um is more cost effective than my video so maybe I should focus St it's similar um acost or whatever then you you have to take into account the number of orders and click the rates and conversion rates and whatnot so it's really good breakdown for you to compare performance across different campaigns in your account also what's good to to note here that let's go and for example select uh orders let's see if there are what we'll see what we will see if we select only the advertised products without any orders in last 30 days boom all R okay so we have how much of AD spend here we have 160 in 30 days it's not um a fortune but still it's a wasted uh spend of €130 uh EUR um something that struck my eye immediately is this one okay 50 clicks no sales it's not huge spend but if we have um 50 clicks without any sale that's a that's a big red flag so what's happening so I you want to go ahead and see if that's a certain ad certain product within a campaign if you have several different products advertising in the same campaign go ahead and see maybe that one is just not worth Des not worth advertising or if you just a variation of some main product under the the parent as you may want to exclude that one and just leave the only add to have advertised only those products that are best performing in terms of clicks and cost per click and conversion rate sales yeah so yeah and then maybe this one is worth checking still again low low sale uh low ad span but something that's worth checking out why some of these are not performing um okay let's remove that filter now and I want to focus for example uh let's do this one I selected this one from the campaign manager when you take a look at the this Asing you cannot see it but this this Asin and in the campaign manager what you can the the some of the conclusions that you can make are these so it's 4.26 conversion rate decent number of clicks this is the spend solid acost and I'm killing it I'm sending 59 of these per month and you could easily say hey let's boost this product I want to advertise more because um this is something that I want I can work with this acos is is good for me and it's a good amount of sales on a monthly level but what happens is that when you create a pivot table here what I want to accomplish I want to see um which advertised product is bringing sales of the same SKU and the other SKU and you'll be surprised what you can see there for example here you can see that advertised Asing is sold 36 times in 30 days but some other sqs from your catalogs are sold almost twice as as much so 61 so because here I you have um all the different products some of them in multiple campaigns what you want to do is that you want to create a pivot table how do you that in Excel it's similarly in Google Sheets you go to insert people table and you click okay to select all of the the range of the of the sales and then you're presented with this one yeah uh to select the actual fields that you want to use so drag advertise SKU to the row section and drag these two so 7day advertised SKU units here to the values it will automatically create a sum of it and some of the 7day add other SKU units here and this is what you get so here here are the unified uh skus and you will see that for some of these uh we are selling 154 units of the same SKU and 225 of the other SKU but the ones that I've shown you in the screenshot here is is this one um so it's selling 59 units as a as as you can see 59 units month but out of those 59 only nine are from the advertised SKU and 50 are the other ones so pretty valuable data so you're actually not killing it for this product but that product is driving a lot of sales of other SS now the the point of of this report is now uh two outcomes one you cannot rely on campaign managers data to to see and understand what's happening in your in your account if you're not using some Advanced software that can pull this for you you should use these kind of reports on a regular basis like every two weeks every month whatever depends what's what's more suitable for your account in terms of the volume of clicks are you getting 100 clicks in a week or a month or a day and then adjust your um time frames how how often you would like to how often you must pull these kind of reports now uh the second part is that you want to discover which are which products are these 50 ones are those completely different products from your catalog if you're I don't know advertising candles and this is I don't know rose smell and nobody's buying Rose they're buying vanilla or whatever there are I I hate that but different perfumes whatever um and you want to see which ones are actually selling the best to do that you have to pull the purchased product report and that video I will L it you you in that video you can see how to actually find the very specific information on which asens are being sold after people are clicked on your advertised Asin um there are two outcomes here it could be that people are just selecting different size if that's available or it can be just a different variation if you variated them or they navigated away and and bought something else from your store um so that would be it for today's video I hope I was clear about it let me know what you think use familiar yourself with Excel there are many videos online that that can help you literally you only need several functions like pivot tables some of the V lookups and few other things and you you're going to be more than skilled to move around through the advertising reports stay tuned because more info is coming up your way and have a good day bye

Frequently asked questions

What is the Amazon Advertised Products Report and how is it different from the Products tab in Campaign Manager?

The Campaign Manager Products tab gives you a high-level overview of which products are currently advertising and their blended performance, but it does not break performance down by individual campaign or reveal how much of the attributed sales actually came from the advertised product versus other SKUs in your catalog. The Advertised Products Report, accessed by going to Sponsored Ads Reports, selecting Sponsored Products, and choosing Advertised Product as the report type, provides a row for each advertised ASIN in each campaign, showing impressions, clicks, CPC, ACoS, conversion rate, and sales broken down at that granular level. This makes it possible to compare how the same product performs across different campaign types and to identify products that are generating spend without generating meaningful sales.

How do you use the Advertised Products Report to find wasted ad spend on non-converting ASINs?

After downloading the report into Excel or Google Sheets, filter the data to show only rows where the 7-day advertised SKU units column equals zero. This isolates every product that received clicks and spent budget in the selected period without producing a single recorded sale for the advertised ASIN. For each flagged ASIN, you then look at the click count and cost to assess whether the spend is significant enough to act on. Products with high click counts and zero conversions are strong candidates to pause or have their bids reduced. If those ASINs are size or color variations of a better-performing parent, it may be worth excluding them from shared campaigns and consolidating budget on the variation that actually converts.

Why would a product appear to be performing well in Campaign Manager but actually be underperforming when viewed in the Advertised Products Report?

Campaign Manager shows blended sales attributed to a campaign without distinguishing between the advertised product and other SKUs from your catalog that were purchased in the same session. A product can show a reasonable ACoS and a solid sales number in Campaign Manager while actually generating very few sales of itself, with most of the attributed revenue coming from shoppers who clicked that product's ad and then bought something else. The Advertised Products Report, combined with a pivot table that compares 7-day advertised SKU units versus 7-day other SKU units, surfaces this discrepancy directly. In the example from the video, a product appeared to be selling 59 units per month, but only 9 of those sales were for the advertised ASIN, with 50 going to other products in the catalog.

How do you set up the pivot table in the Advertised Products Report to see the advertised-versus-other-SKU breakdown?

In Excel or Google Sheets, insert a pivot table from the full report data. Drag the advertised SKU column to the rows section. Then drag the 7-day advertised SKU units column to the values section, followed by the 7-day other SKU units column. The result gives you a row for each advertised ASIN showing how many units of that product were sold and how many units of other products were sold after shoppers clicked the same ad. When the other SKU column is significantly larger than the advertised SKU column, it confirms that the product is functioning as a traffic driver for the rest of the catalog rather than converting primarily on its own, which should inform budget allocation decisions.

How often should sellers pull the Advertised Products Report, and what naming convention helps manage report history?

The right frequency depends on the traffic volume of the account. For accounts generating hundreds of clicks per day, weekly analysis gives enough data to identify patterns quickly. For smaller accounts where a month is needed to accumulate meaningful click volumes, monthly reports are sufficient. The key is consistency. To prevent a folder full of identically named default reports from becoming unmanageable, a practical naming convention is to include the date the report was generated, the report type, and the date range selected, for example: 20241212-SponsoredProducts-AdvertisedProduct-30days. This makes it easy to locate specific reports later when comparing performance across time periods without opening each file to check what it contains.