New Reporting Functions in Amazon Marketing Services (AMS)
While Amazon Marketing Services (AMS) is proving to be a very powerful advertising platform for retailers, reporting capabilities on the platform remain fairly weak.
However a recent update to AMS has seen some improvements in reporting functionalities, which I've outlined below:
- Custom date range for account & campaign level performance
You now have the ability to select a flexible date range to view ad performance on the account and campaign level. However, the custom date range is only available for the past 90 days.
While this feature does not offer much in terms of campaign optimization, it is useful for campaign managers to be able to view the campaign or account performance for a given time-frame. Previously you could only access this data by exporting your AMS reports.
- New AMS advertising reports (for Sponsored Products and Headline Search Ads)
- Sponsored Products Search Term Report
- Sponsored Products Keyword Report
- Sponsored Products Advertised Product Report
- Sponsored Products Placement Report
- Headline Search Keyword Report
The new AMS reports contain relevant customer data (spend, revenue, impressions, clicks, etc.) for all keywords in active campaigns with at least one impression.
- Sponsored Products Search Term Report
This report allows you to see the customer search terms that are converting well for your ad. Based on the report data here you can then optimize the keywords for your campaigns. The report also allows you to view your daily campaign performance. You will need to download the individual campaign reports and then aggregate the report data.
- Sponsored Products Advertised Product Report
This report allows you to see the performance of individual ASINs and campaigns, for ASINs with at least one impression. However you are still unable to view the individual keyword data for each ASIN.
- Sponsored Products Placement Report
This report contains the performance data per campaign, placement type, and tag, allowing you to evaluate the performance of a campaign based on the position of the ads. There are 3 placement types available: "Top of Search on Amazon", "Other on Amazon" and "Unclassified".
This report could prove to be very valuable, depending on how it is further developed. I.e. if the report displayed more information about ad placement similar to Google AdWords, which provides the exact display position of ads.
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