The Sponsored Brands Campaign Report.
You want the price of the upper funnel: what a branded search, a new-to-brand page view and an add to cart each actually cost you.
What the file contains.
Campaign-level performance for Sponsored Brands: impressions, clicks, spend, attributed sales and orders, plus the new-to-brand metrics that only this programme publishes.
The attribution window is the first thing to establish. Sponsored Brands reports default to fourteen days where Sponsored Products defaults to seven, so identical performance produces a materially better-looking ACOS here. Sellers regularly conclude their brand campaigns outperform their product campaigns when the only real difference is how long each report waited for sales to arrive.
New-to-brand is the metric that justifies the programme on its own terms. A Sponsored Brands campaign whose ACOS looks mediocre but whose orders are largely new-to-brand is buying customers rather than sales, and judging it against a Sponsored Products target misses what it was for.
Sponsored Brands also runs static, video and Store-spotlight formats inside the same campaign type, and they behave nothing alike. A blended campaign number across formats hides more than it shows.
What it can tell you.
- How Sponsored Brands spend is allocated across campaigns
- Which campaigns bring new-to-brand customers rather than repeat buyers
- Whether brand-defence campaigns are worth what they cost
- How video and static formats differ in cost and conversion
Columns worth understanding.
- New-to-brand orders
- Orders from customers who have not bought your brand in the past year. The metric that makes an expensive Sponsored Brands campaign defensible.
- 14 Day Attributed Sales
- The Sponsored Brands default. Not comparable with Sponsored Products' seven-day figure without adjusting for the window.
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 Campaign 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
Comparing SB ACOS directly against SP ACOS
Different attribution windows. Fourteen days catches sales seven days never sees, which flatters Sponsored Brands by a margin unrelated to performance.
- 02
Judging a new-to-brand campaign on ACOS alone
If the point was acquiring customers, the return arrives on their second and third orders, which no advertising report attributes to the campaign that won them.
SB Campaign Report
The 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.
- Upper-funnel Pricing
- Branded Search Cost
- 14-day vs Long-term Sales
The file is parsed in your browser. Report rows never reach our servers.
Reports to pull alongside it.
- 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.
- SB Impression Share ReportThe Sponsored Brands view of what you did not get: your rank against other advertisers on each search term, and the share of its impressions you won. Attributed over 14 days, so it is not directly comparable with the Sponsored Products figure.
- SB Placement ReportWhat each Sponsored Brands placement builds rather than what it sells: the price of a customer new to your brand, branded searches, and where video is actually watched. Reads the columns the SP Placement Report module leaves behind — on one real account two placements sat a point apart on ACoS while one bought new customers $2.46 cheaper.