An Amazon Ads dashboard gives sellers and advertisers a way to clearly see how their campaigns are doing. It puts everything you need in one place, from spend and impressions to sales and click-through rates.
With so many types of advertising campaign structures, you need a reliable tool to keep track of performance and make smart decisions. That’s where the dashboard comes in. It works like a control panel for your advertising strategy, pulling in fresh data to help you stay informed.
In this article, you’ll learn how to read the dashboard, what metrics to pay attention to, and how to use the information to improve your campaigns.
Demystifying Amazon Ad Reports
Amazon’s ad reporting tools are split across two different platforms.
If you want to understand where your campaign data comes from and how to use it, it helps to know how each system works and what type of advertiser it serves.
The Basics
There are two main Amazon platforms that sellers interact with when running ads and tracking results: Seller Central and Amazon Ads.
While they are connected, each one handles different parts of your advertising setup and data.
Seller Central
Seller Central is the platform used by third-party sellers and brand owners who list and sell products directly on the Amazon Marketplace.
Within this dashboard, users can create product listings, manage inventory, set pricing, and access tools for fulfillment and customer communication. Seller Central also includes built-in advertising features for running and monitoring campaigns.
These include advertising reports tailored for marketplace-focused sellers, such as performance by product, keyword, or time frame.
Amazon Ads (Amazon Advertising)
Amazon Ads is the broader platform that powers all advertising products across Amazon. It serves both sellers and non-sellers, such as agencies and brands that want to reach Amazon’s audience. It includes:
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Sponsored products – Ads that promote individual listings and appear in search results or product detail pages.
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Sponsored brands – Ads that highlight a brand’s logo and multiple products, linking to a storefront or custom landing page.
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Sponsored display – Ads that retarget shoppers across Amazon and third-party sites.
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Amazon DSP – A demand-side platform used for programmatic display and video advertising, even by brands that don’t sell directly on Amazon.
Amazon Ads includes advanced reporting tools that let you filter by campaign, ad type, and audience behavior.
While Seller Central offers direct sales tracking, Amazon Ads gives you deeper control over ad setup and optimization across different formats.
The Amazon Ads Reports
The Amazon Ads dashboard offers over 20 different types of reports. While this article won’t cover each one, knowing how to use these reports can make a big difference in how you track and adjust your ad campaigns.
Let’s look at Sponsored Products under Amazon PPC, which includes:
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Targeting report (90 days)
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Campaign report (18 months)
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Placement report (90 days)
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Advertised product report (90 days)
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Search term report (60 days)
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Purchased product report (60 days)
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Impression share report
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Performance over time
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Budget report
Each report has a set date range. Some only store 60 or 90 days of data, so if you don’t download reports regularly, you risk losing access to older performance metrics.
For example, the Advertised product report shows campaign name, Amazon Standard Identification Number (ASIN), impressions, click-through rate (CTR), cost per click (CPC), advertising cost of sales (ACoS), and return on ad spend (ROAS). It tracks any product that has received at least one impression and gives up to 90 days of data.
If you manage multiple campaigns or clients, exporting data from both Seller Central and the Amazon advertising dashboard can take time. Since each platform requires separate logins, you’ll also need to manually combine reports if you’re comparing ad and store performance.
What Is an Amazon Advertising Dashboard?
The Amazon advertising dashboard is your main view into campaign performance. It shows how your ads are doing, how much you’re spending, and whether you’re getting results that align with your advertising goals.
Below are the key things you can do with the Amazon advertising dashboard:
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Track the performance of your ad - You can view clicks, impressions, sales, and more. It helps you measure how well each ad campaign is doing.
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Make informed decisions - The dashboard supports decisions backed by data. For example, if your advertising cost is lower than expected, you may raise your bid to reach more shoppers.
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Customize your marketing dashboard - Choose which metrics to see first. Focus on the numbers that matter most to your business.
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Compare different campaigns - You can view results side by side, which helps when managing multiple campaigns.
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Use it as a central information hub - With all your data in one view, you can track your progress, stay organized, and adjust fast when things shift.
How to Take Full Advantage of the Amazon Ads Dashboard
To get the most out of the Amazon ads dashboard, you need more than just a glance at basic stats.
The real value comes when you dig into campaign data, find patterns, and use that knowledge to improve your PPC strategy.
Optimize PPC Campaigns With High-Performing Auto-Campaign Keywords
Auto-campaigns help surface keywords that actually bring results. After running them for a few weeks, check the dashboard to see which keywords lead to more sales or show a lower advertising cost.
The strongest ones can be reused in new campaigns to target more specific searches and turn raw data into growth.
Bid Optimization
Once you’ve found your best keywords, raise your bids to improve visibility. Higher bids can push your products closer to the top of the results page. The dashboard makes it easy to spot where increased bids can lead to better exposure, especially if the product page is built to convert.
Placements
Placement reporting in the dashboard shows where your ads appear. You might show up at the top of the search or lower down on a product detail page. If your impressions are strong but clicks are low, placement data can help explain the gap and guide your next move.
Negative Keyword Targeting
To stop wasting spend, use the dashboard to add negative keywords to prevent your ads from showing up in irrelevant searches. For example, if you sell reading glasses, you wouldn’t want to appear in results for sunglasses. Negative keyword filters improve relevance and help reduce ad spend.
Search Terms
The search terms tab connects real user queries with your ad performance. You’ll see which terms triggered your ads and which led to clicks. This lets you refine your keyword list, find more opportunities, and cut out terms that don’t match your targeting goals.
Amazon Dashboard Metrics
The Amazon ads dashboard gives you direct access to crucial metrics that show how your campaigns are performing.
When you know what these numbers mean, you can make better decisions and avoid wasting your ad spend.
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ACoS - Advertising cost of sales shows how much you spent to make a sale. A lower ACoS means your campaign is working well.
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Clicks vs. impressions - Clicks count how many people clicked your ad. Impressions show how often your ad was seen. If clicks are low, review your keywords or product page.
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CPC - Cost per click tells you how much each click costs. Divide your total spend by the number of clicks.
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Sales - This shows how many products were sold through your ads.
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CTR - Click-through rate tracks the number of clicks divided by impressions. It helps measure how well your ads attract attention.
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Ad spend - This is your total cost over time. It includes fees from clicks or views.
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ROAS - Return on ad spend tells you how much revenue each dollar of spend brings in.
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Units and orders - These show how many items were sold and how many purchases were made.
Common Challenges With the Amazon Ads Dashboard
The Amazon ads dashboard gives you a lot of useful data, but it’s not perfect. Many advertisers run into issues that slow down their work or limit how much they can get from the tool.
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Limited customization – While the dashboard provides important metrics, it doesn’t always let you arrange or filter them the way you want. If you’re managing multiple campaigns or focusing on specific goals, it can feel restrictive.
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Basic reporting tools – The built-in reporting features don’t always give you deep views of campaign performance. For example, you may want more flexible breakdowns, but the dashboard often only gives high-level summaries.
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No unified view across channels – If you’re running ads outside Amazon, like on Google Ads or social platforms, there’s no easy way to track all your data in one place. It can make it harder to measure your total ad spend and compare results across channels.
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Manual data exports – Exporting campaign data to spreadsheets takes time and adds extra steps, which slows down reporting.
How TapClicks Helps With Your Amazon Ad Reporting
TapClicks is designed to be an all-in-one solution for extracting, storing, and analyzing marketing and sales data, including data from Amazon Ads.
TapClicks Pulls All Your Amazon Data Automatically and Stores It in One Place
TapClicks simplifies Amazon Ads reporting by giving you one place to collect, store, and analyze your campaign data.
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Connect once – TapClicks supports five direct Amazon connectors: Amazon Ads, Amazon DSP, Amazon Seller, Amazon Redshift, and Amazon S3.
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Automated daily pulls – Once connected, your Amazon data is pulled every day and stored permanently. There’s no risk of losing historical data, no matter how far back you need to go.
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Unified reporting – You can bring in data from hundreds of platforms, including social media, email, CRM, paid search, and offline sources like TV or radio. It lets you see how Amazon’s performance aligns with other marketing efforts.
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All-in-one dashboard – Store and compare Amazon ad metrics next to sales and marketing data from all your other channels. If you want to track sponsored products against Facebook ads or measure how a radio spot impacted Amazon sales, it’s all accessible in one place.
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No developers needed – TapClicks manages the API maintenance for you. Your team won’t need to troubleshoot data issues or handle updates. Everything runs in the background.
Recommended Reading
4 Key Factors to Look for in an Effective Data Warehouse Automation Tool
Create an Amazon Ads Dashboard Once and Use It for All Your Clients or Brands
TapClicks doesn’t just store your Amazon Ads and Seller Central data. It also automates how you analyze and visualize it.
What you can automate:
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Custom metrics - Set calculations like total spend, average CPC, or ROAS across all campaigns. Once defined, they stay updated and are ready to use in dashboards or reports.
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One-click reporting - Drop saved metrics into pre-built PDF or PowerPoint templates. No spreadsheets or manual updates required.
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Advanced comparisons - Create metrics that compare keyword performance to campaign averages. For example, you can flag when a keyword’s CPC runs higher than the overall average without recalculating each week.
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Dashboards at scale - Build one Amazon Ads dashboard layout and apply it to every client. TapClicks filters the data by client so each view stays personalized.
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Real-time updates - Make one change to your main dashboard, and it updates across all linked versions instantly.
Build PowerPoint-Style Reports From Amazon Ad Data
TapClicks doesn’t just help you view real-time data. It also simplifies how you share results with others. With ReportStudio, you can automate your Amazon Ads reporting in a few key ways:
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Schedule reports - Set up delivery by email on a weekly, monthly, or custom timeline to clients or team members.
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Build once, use forever - Create slide-based reports where every chart or number updates automatically with the latest data. No need to recreate the same report every month.
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Customize templates - Start from a pre-built template or design your own report layout. Adjust branding, layout, or metrics as needed.
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Pull from your dashboard - All the metrics in your Amazon dashboard, including spend, performance, and keywords, carry over into ReportStudio.
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Include other ad channels - Add data from Facebook, Google Ads, or any other connected source to give a complete campaign view.
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Send to anyone - Choose who receives each report and when. You control the recipients and schedule.
Upgrade How You View Amazon Ad Performance With TapClicks
Managing reports across Amazon Ads and Seller Central can take time, especially when you’re handling multiple campaigns. Between short data windows and pulling files from different places, the process quickly becomes manual and repetitive.
TapClicks removes the hassle by pulling all your Amazon, sales, and marketing data into one platform. You can build a unified Amazon dashboard, customize reports for each client, and schedule PowerPoint-style reports to send on any timeline.
If you want to streamline your Amazon Ads reporting, you can start a free 14-day trial or book a demo to see how TapClicks works.
FAQs About Amazon Ads Dashboard
What is the difference between Amazon DSP and Amazon Ads?
Amazon Ads is the broader platform for managing ads like Sponsored Products, Sponsored Brands, and Sponsored Display inside Amazon. Amazon DSP, short for demand-side platform, is used to explore programmatic ads both on and off Amazon. It gives advertisers more control over audience targeting and supports video, display, and audio formats.
What is the Amazon Ad system?
The Amazon Ad system refers to the full advertising ecosystem, including Amazon Ads, Amazon DSP, reporting tools, and self-service campaign management. It’s designed to give actionable insights, track results, and support both internal brands and external vendors.
Can I turn off Amazon ads?
If you’re a shopper, you can reduce personalized ads by adjusting preferences in your Amazon account. However, you can’t completely turn them off. For brands, campaigns can be paused or ended anytime to help campaigns stay within budget or focus. Following optimization tips and monitoring visually engaging placements can improve ad effectiveness and benefit overall performance.
