The 4 Most Helpful Amazon Advertising Reports You Can Run Using Amazon Ad Data

Jérôme de Guigné
6 min readJul 13, 2020

It’s kind of strange how the #1 marketplace in the world treats its sales data, isn’t it?

I mean, you can look up your lifetime sales of a particular ASIN easily enough — but you can’t see any details beyond a two-month period. And honestly, this is terrible news, especially if you are in a highly seasonal market.

And it looks like it’ll be a while before Amazon will store its data in a freely accessible and detailed manner (like a #1 advertiser in the world [aka Google], for instance). Therefore, it’s up to us to keep and store any valuable and actionable info to make sure all our decisions (especially the long-term ones) remain concise and data-driven.

Another thing that both Amazon and Google do to an extent is hide real search volume data from us until we actually pay the platform and do some advertising.

Amazon is very bold about this data: it’ll only show you the real-life historical data (over the two-month period only) about your Sponsored ads sales. So really, the only way you can get first-hand actionable data is by building just any Sponsored campaign and running it in the first place! And this is quite mean if you ask me.

Building campaigns from scratch can be a real pain in the butt. Luckily there are a number of third party resources out there who you can pay to get some of this strain off your PPC managers when doing that. Services like Helium 10 or Jungle Scout can help you pick up the search terms with the best search volumes, so you can cherry-pick the ones most relevant to your products.

More high-tech services like Profit Whales go a step further and can generate a 100% ready-to-fire Sponsored campaign for any of your ASINs, including relevant keywords, negative keywords, target competitor ASINs, brand keywords, and even the corresponding starter bids.

But let’s assume that you, as a Seller, already have a running and effective Sponsored ads campaign, so you are eligible to see your own Ad data from Amazon.

Understanding Amazon Advertising Reports

What reports should you employ to arrive at actionable conclusions about your ads and Amazon…