The SB Search Term Impression Share Report.
Same question as the SP version, on the Sponsored Brands side — where you rank on a term and what share of it you won.
What the file contains.
The Sponsored Brands version of the impression share report: your share of the impressions available for a search term, and your rank among the advertisers competing for it.
Like its Sponsored Products counterpart, it is the only kind of advertising report that measures what you did not get. Everything else describes impressions you won. This one describes the ones that went to somebody else, which is the only way to tell a campaign that is out of budget from one whose bids were never competitive — two situations that look identical in every other file and need opposite responses.
It matters more on Sponsored Brands than on Sponsored Products, because Sponsored Brands placements are scarcer. There is one banner at the top of a search page, so impression share on a valuable term is close to a zero-sum measure against named competitors rather than a share of a large pool.
It is exported from the same corner of the reporting menu as the Sponsored Products version, with the report category switched — which is why sellers often pull one twice without noticing.
What it can tell you.
- Which search terms you are eligible for but rarely winning
- Whether a Sponsored Brands campaign is constrained by budget or by bid
- Where a competitor has started outbidding you on a term you owned
- Which terms have headroom left to scale into
Columns worth understanding.
- Search Term Impression Share
- Your share of available impressions for that query. Low with budget left over means the bid, not the budget.
- Search Term Impression Rank
- Your place among advertisers on the term. Rank slipping while share holds means the auction got more crowded.
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 Search Term Impression Share 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.
SB Search Term Impression Share Report
The 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.
- Rank vs Other Advertisers
- Impression Share Won
- 14-day Attribution
The file is parsed in your browser. Report rows never reach our servers.
Reports to pull alongside it.
- SP Impression Share ReportThe only report that measures what you did NOT get. Your rank against other advertisers on each search term, and what share of its impressions you won — so a term you rank first on and barely show for stops looking like a success.
- 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.