Amazon Advertising – New Features and Changes 2018

As you might have noticed, Amazon’s advertising reports have been updated within Seller Central (if your reports are not updated yet, they will be over the next few weeks). Below are some key highlights of the changes that people found helpful.

What has changed in reporting in Sponsored Products and Headline Search Ads for Sellers?

1. Amazon Sponsored Products ads are updated every hour, with data no older than 12 hours. Previously, data was updated every 4-8 hours with 48-72 hour old data which varied for each metric.

2. Sponsored Products data excludes canceled orders.

3. Sponsored Product reports now have a custom date range in the last 60 days for product search terms, purchased products, keywords, and placement reports.

4. Headline Search Ads keyword report now has a custom date range in the last 60 days for keyword report.

5. Headline Search Ads now have an account-level report, which breaks down the performance of each keyword in each campaign.

How does sales attribution work for sales of a specific ASIN on Seller Central Campaign Manager?

Sales attribution is tied to the seller's advertising for sponsored products. After a shopper clicks on the ad, Amazon will attribute any order that the shopper places for that product and any of the Seller's other products within 7 days. Within the Campaign Manager interface, we only show 1-week attribution for the same SKU and other SKU's aggregated sales. Sponsored Product sales exclude order cancellations and payment failures.

Headline Search Ads and sales are attributed to the advertised product plus any products with the same brand as the advertised product, including sales by Amazon-sold (IP) ASINs and sales by third-party (3P) sellers. Sales are the total dollar value of your brand's products sold to shoppers within 14 days of them clicking on your ad. Headline Search Ads attributed sales exclude canceled orders and payment failures.

Does the date in the campaign manager match the data in the downloadable reports?

For both Amazon Sellers and Vendors, downloadable data is now in line with the campaign manager regarding freshness and data granularity.