Amazon Marketing Services or AMS custom date range reporting is a newly released feature for the advertising platform. The ad network has been in continuous development as part of Amazon’s plans to build a robust marketing platform. Updates to the AMS custom date range reporting show us that Amazon is making an effort to fill in the gaps. Fixing these weaknesses in the platform is great for vendors, too.
AMS Reporting Finally Updated
AMS users have long been frustrated with the tool. Anyone trying to compete on the Amazon marketplace knows how vital accurate date is. They can’t create effective campaigns without it. But AMS has been very poor on the reporting side. Sales strategies have been greatly hindered by its lack of options. Only lifetime data was available, and users could not even look at account-level spends, let alone get the collected search term data for their active campaigns.
The new AMS custom date range feature should have been a part of the advertising platform from day one. This level of detail is, after all, a very basic component of any marketing campaign. Most other similar tools have provided users with highly insightful and actionable reports. So finally, the AMS custom date range was made available as part of a larger update to the marketing platform.
Not all Amazon advertising accounts have access to the AMS custom date range feature yet, but those who don’t won’t have much longer to wait. Current users have noted that the feature does not give them the full picture that they need to optimize campaigns. It is, however, still a very welcome update in terms of making performance data extraction a lot faster.
AMS Custom Date Range Benefits
The AMS custom date range update is a general feature that promises to provide users with benefits in several key areas. On the whole, users can now choose what time frames they want to view to quickly track campaign performance, easily compare different time frame views, and more:
Account Level View
Campaign Level View
Custom Time Frame
Users can choose to view data for the current day only, a few days during the current week, the previous week or month, or any range within the last 90 days on the account and campaign levels. The ability to view these time frames gives users greater insight into individual campaign changes. This will help them to make important campaign decisions that they previously couldn’t because they had no specifics on which to base them. AMS lifetime reports no longer have to be exported and pored over for hours to extract the pertinent data before it could even be analyzed into meaningful chunks.
Sponsored Products Reports
In alignment with the AMS custom date range options available, five new reports can now also be downloaded. These reports provide users with better insight into their campaigns’ performance. They include data on customer spend, campaign impressions and clicks, revenues, and more. The best thing about them is that they show the data for all the keywords in any active campaign that have gotten at least one impression.
With these account-wide reports, users have an easier time analyzing the data to improve their campaigns:
Search Term Report
- View highly converting customer search terms at a glance
- Tweak campaign search terms based on performance
- View campaign performance day-to-day
- Automatically break down data on impressions, clicks, ACoS, spend, sales, and conversion rate by individual campaign, search term, date and match type
- Download reports to aggregate data
Keyword Report – an adjunct to the Search Term Report that provides more detailed information on keyword performance.
Advertised Product Report
- View individual campaign performance day-to-day
- View ASIN-by-ASIN performance
Note that this report will not show individual keyword data for multiple ASINs in a single campaign. As such, using one ASIN per campaign is advised to gain access to keyword-level data.
- View individual campaign performance data with tag and placement type (Top of Search, Other, Unclassified)
- Evaluate campaign performance by ad position
Note that the ad placement data is rudimentary compared to better developed platforms such as Adwords. Expansion of the placement options is anticipated to help vendors view details like CTR, sales and ROAS versus exact placement to better optimize ads.
Headline Search Keyword Report
- View Headline campaign performance for the complete list of keywords (in addition to per day)
Note that this report still does not show the customer search term that triggered the ad and instead simply displays the keyword on the campaign that matched. Despite this great limitation, the addition of the complete keyword list versus only high-level keyword performance data is certainly very helpful.
Your Slice of Amazon’s Push to Upgrade
The striking trend seen on these reports is that Amazon seems unwilling to share specific customer search term data. It seems likely that the retail giant is reserving this most crucial data for themselves. The company has shared some valuable data in their Amazon Customer Insights tool and now in the AMS custom date range upgrade. But search term data is still not something that they are willing to let go of, and may never offer at this level.
On the whole, however, many more advantages may soon be had on AMS. Amazon has been working to position itself alongside the advertising giants like Google and Facebook. It is not trying to compete with bigger advertising platforms per se, but to disrupt as it always does, recreating advertising as we know it to be the best. Anyone under its umbrella will surely benefit, even without complete access to all its mojo.
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