The Sponsored Brands Keyword Report.
You want to judge Sponsored Brands on what it is for — how many of each keyword's buyers were new to the brand, and whether the video holds attention.
What the file contains.
Keyword-level performance for Sponsored Brands campaigns: impressions, clicks, spend, attributed sales and orders, per keyword and match type.
The thing to know before comparing it to anything is the attribution window. 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 difference is how long each report waited for sales to arrive.
Sponsored Brands also carries objectives Sponsored Products does not — new-to-brand metrics, and video placements that behave differently from static ones — so keyword performance is worth reading against the campaign's intent rather than against a single account target.
Brand-defence keywords deserve separate treatment from the rest. Bidding on your own brand name converts at rates no other traffic reaches, which makes those keywords look like the best performers in the file by a wide margin. They usually are not adding sales so much as protecting them from a competitor's banner, and averaging them in with discovery keywords produces an account-level ACOS that describes nothing real.
What it can tell you.
- Which keywords Sponsored Brands is winning and at what cost
- How brand-defence keywords perform against discovery keywords
- Which terms justify a Sponsored Brands presence at all rather than Sponsored Products alone
Columns worth understanding.
- 14 Day Attributed Sales
- The default window for Sponsored Brands. Not comparable with Sponsored Products' seven-day figure without adjustment.
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 Keyword 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 that has nothing to do with performance.
SB Keyword Report
Your 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.
- New-to-Brand Share
- Video Completion
- Keyword Verdicts
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.
- 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 Attributed Purchases ReportThe 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.