The SB Attributed Purchases Report.
You want to know what people actually bought after clicking, which is often not the product you advertised.
What the file contains.
What people actually bought after clicking a Sponsored Brands ad, by ASIN — which is frequently not the ASIN the ad was promoting. A banner ad sends someone to a Store or a landing page, they browse, and they buy something else in the range.
That gap is the report's whole reason to exist, and it is invisible in every other Sponsored Brands file. A campaign whose advertised product converts poorly can be a strong campaign if it is reliably selling the rest of the catalogue, and judging it on the advertised ASIN alone would have you pause the thing that was working.
It also carries the new-to-brand dimension, which is the honest justification for Sponsored Brands spending at an ACOS Sponsored Products would never accept. Orders from customers who have not bought your brand in a year are worth more than their first-order margin, and this is the file that counts them.
The attribution window is fourteen days like the rest of the Sponsored Brands family, so figures here are not directly comparable with anything from Sponsored Products without adjusting for it.
What it can tell you.
- What customers bought after clicking, versus what you advertised
- Which campaigns sell the catalogue rather than the advertised product
- How many orders came from customers new to the brand
- Whether a poor-looking Sponsored Brands campaign is actually working
Columns worth understanding.
- Attributed purchased ASIN
- What was bought. Compare against the advertised ASIN — a mismatch is normal for Sponsored Brands and often the point.
- New-to-brand orders
- Orders from customers with no purchase from your brand in the past year. The metric that makes an expensive campaign defensible.
How to export it.
- 01Login to Amazon Seller Central
- 02Open Amazon Ads
- 03Navigate to Measurement & Reporting
- 04Click Sponsored ads reports
- 05Click Create report
- 06Under Report category, select Sponsored Brands
- 07Under Report type, select Attributed Purchases Report
- 08Set the Report period and your required Date Range
- 09Click Run report
- 10Download it once it has finished running.
- 11Upload the downloaded CSV/XLSX file here.
You end up with a CSV / XLSX file.
Where reading it goes wrong.
- 01
Judging the campaign on the advertised ASIN's sales
Sponsored Brands sends traffic to a range, not a product page. Measuring only the advertised ASIN systematically undercounts what the campaign produced and leads to pausing campaigns that were selling well.
SB Attributed Purchases Report
The only Amazon report that names the product people actually bought, rather than the one you advertised. It finds products selling off the back of ads for something else — including ones you have never advertised at all, which no other report can show you.
- Product Actually Bought
- Halo Sales
- Unadvertised Winners
The file is parsed in your browser. Report rows never reach our servers.
Reports to pull alongside it.
- Sponsored Brands Campaign ReportThe only report that prices the upper funnel: what a branded search, a new-to-brand page view and an add to cart each cost. Also sets Amazon's 14-day sales against its long-term figure, which rescues campaigns the reported number would condemn.
- Sponsored Brands Keyword ReportYour Sponsored Brands keywords, judged on what SB is actually for. Shows the share of each keyword's sales that came from customers new to the brand, and flags video creative that loses viewers before the end.