How to Download Amazon PPC Reports: Unified Reporting Guide

If you still download Amazon PPC reports from the old Sponsored Ads Reports section, your reporting workflow is changing.

Amazon Ads has now made Unified Reporting generally available in Ads Console. The new reporting experience brings reporting across Amazon Ads into a single interface, with templates and a report builder for creating custom reports.

At the same time, Amazon is retiring the old Sponsored Ads Reports and Amazon DSP Reports on December 31, 2026.

That makes this more than a simple reporting-interface change. If your PPC workflow depends on saved reports, scheduled reports, or historical data in the old reporting centers, you need to move those workflows to Unified Reporting.

This guide shows you where to find Amazon PPC reports, how to create and download them, which reports matter most for PPC optimization, and what to do with the data afterward.

Amazon Unified Reporting: What Changed?

Unified Reporting consolidates Amazon Ads reporting into a single reporting interface.

Amazon says advertisers can create reports covering campaigns across multiple manager or advertiser accounts, ad products, countries, metrics, and dimensions. You can also build and schedule custom reports or start with pre-built templates.

The current path is:

Amazon Ads Console → Measurement & Reporting → Reporting

The Reporting page gives you two practical starting points:

1. 1Use a report template
2. 2Create a custom report

Templates are useful when you need a standard report quickly. Custom reports are better when you need specific accounts, filters, dimensions, metrics, or reporting periods.

The Reporting page also gives you a central view of existing reports, including their status, creation date, last run, next run, accounts, and frequency.

Important: Amazon Is Replacing the Old Reporting System

If you still use the old Sponsored Ads Reports or Amazon DSP Reports pages, do not wait until the end of the year to migrate.

Amazon says both old reporting centers will shut down on December 31, 2026.

After the shutdown:

• Saved reports remaining in the old centers will be deleted.
• Scheduled reports remaining there will be deleted.
• Historical data still on those pages will be deleted.
• Access to the old reporting centers will end.

Amazon's migration guidance says advertisers should recreate their saved and scheduled reports in the new Reporting page before the deadline.

There is also an important interim date: December 17, 2026. Amazon says new report creation and editing in the old centers will be disabled on that date, while existing reports will remain available in read-only mode until the final shutdown.

If reporting is important to your business, migrate before those deadlines rather than treating December 31 as the day to start.

How to Download Amazon PPC Reports

Step 1: Sign in to Amazon Ads

Sign in to the Amazon Ads console and open the advertiser or manager account containing the data you want to analyze.

If you manage multiple accounts, confirm that you are working with the correct account scope before creating the report.

Step 2: Open Measurement & Reporting

From the left navigation, select:

Measurement & Reporting → Reporting

This opens the Unified Reporting experience.

You will see available report templates along with reports that have already been created.

The new workflow is different from the old Sponsored Ads Reports page, so do not use the old report-center navigation as your primary process.

Step 3: Choose a Report Template or Create a Custom Report

The Reporting page provides templates for common reporting needs.

Depending on the available templates, you may see options such as:

• Full funnel
• Advertised product
• Search term
• Other reporting templates

A template can save time because Amazon pre-populates relevant reporting settings.

If the template does not answer the question you are trying to investigate, create a custom report instead.

A useful rule is:

Use a template for speed. Use a custom report for a specific diagnostic question.

Step 4: Create a Custom Report

Select the option to create a report.

The report builder lets you define the scope and structure of your report.

The report builder includes areas for:

• Report name
• Accounts
• Campaigns
• Country
• Ad product
• Dimensions
• Metrics

You do not need to select every available option.

Choose only the data needed to answer the question you are investigating.

Step 5: Select the Accounts

Use the Accounts filter to select the advertiser accounts that should be included.

For a single-brand analysis, keep the scope limited to the relevant account.

For agencies or teams managing multiple accounts, Unified Reporting can make cross-account reporting easier because the new experience supports reports across multiple manager or advertiser accounts.

Step 6: Select Campaigns

You can limit the report to specific campaigns when you are investigating a particular campaign group.

For account-level analysis, leave the campaign scope broad enough to capture the data required for the analysis.

Avoid creating unnecessarily narrow reports simply because filters are available.

Step 7: Select the Country and Ad Product

Choose the relevant country or countries and advertising products.

This matters when an account operates across multiple marketplaces or ad products.

A report combining different markets can be useful for management reporting, but a diagnostic report is often easier to interpret when the scope is focused.

Step 8: Customize Dimensions

Dimensions determine how the report is broken down.

Depending on the report configuration, useful dimensions can include:

• Campaign
• Targeting
• Search term
• Placement
• Product
• Date
• Country
• Ad product
• Audience

Choose dimensions based on the decision you need to make.

For example:

Campaign dimension → Which campaigns need attention?

Search term dimension → Which customer searches are driving results?

Targeting dimension → Which keywords or product targets deserve a bid decision?

Placement dimension → Is performance different across placements?

The more dimensions you add, the more detailed the report can become. But more detail is not automatically better.

Step 9: Select Metrics

Open the Metrics section and select the measurements needed for your analysis.

Common Amazon PPC metrics include:

• Impressions
• Clicks
• Spend
• Sales
• Orders
• CTR
• CPC
• Conversion rate
• ACoS
• ROAS

Metric availability depends on the report configuration and advertising product.

Do not build a report with dozens of metrics simply because they are available.

A focused report is usually easier to analyze.

Step 10: Select the Reporting Period

Choose the date range and time granularity required for the analysis.

For example:

• Recent performance analysis
• Weekly optimization
• Monthly reporting
• Seasonal analysis
• Year-over-year comparison

Amazon says Unified Reporting provides up to 15 months of daily or weekly data and up to 6 years of monthly, yearly, or summary-grain data.

That gives advertisers enough historical depth for both short-term optimization and longer-term trend analysis.

Step 11: Submit the Report

Review the report name, account scope, filters, dimensions, metrics, and reporting period.

Then submit the report.

The report will appear in the Reporting area with a status showing whether it is processing or completed.

Do not assume that a submitted report is immediately ready for download. Check its status.

Step 12: Download the Completed Report

When the report status shows that it has completed, open the available report actions and download the file.

You can then analyze the exported data in a spreadsheet, BI tool, internal reporting system, or another analysis workflow.

The important distinction is:

Report generated ≠ report analyzed.

The download is the beginning of the analysis, not the end.

How to Manage Existing Amazon PPC Reports

Unified Reporting is also a report-management area.

The reporting table can show information such as:

• Report name
• Report status
• Created on
• Last modified
• Last run
• Next run
• Accounts
• Report frequency

This matters if your team relies on recurring reporting.

Instead of manually rebuilding the same report every week, create a standardized report configuration and schedule it when the available settings support your workflow.

For agencies, this can make recurring client reporting more consistent.

Which Amazon PPC Report Should You Download?

The best report depends on the decision you need to make.

Search Term Report

Use the search term report when you want to understand the customer searches generating advertising traffic.

It can help you identify:

• High-performing search terms
• Irrelevant searches
• Search terms consuming spend
• New keyword opportunities
• Terms that may deserve negative targeting
• Terms that may deserve more controlled targeting

Amazon notes that the Sponsored Products search term report contains search terms that resulted in at least one ad click.

This makes it particularly useful for turning customer-demand data into targeting decisions.

Targeting Report

Use the targeting report to evaluate the performance of keywords, product targets, and other targeting objects.

It can help answer:

• Which targets are producing sales?
• Which targets are consuming spend?
• Which targets may need bid changes?
• Which targets deserve more budget?
• Which targets need more data before a decision?

Do not assume that a weak target automatically needs to be paused. The underlying search-term data may reveal a more specific problem.

Advertised Product Report

Use the advertised product report to understand how individual advertised products are performing.

This is useful when:

• One ASIN is consuming disproportionate spend.
• Products have different conversion rates.
• A campaign contains products with different economics.
• You need to identify products that deserve more or less advertising support.

Campaign-level performance can hide important product-level differences.

Placement Report

Use placement reporting to understand how advertising performance varies by placement.

It can help you evaluate:

• Placement-level spend
• Click performance
• Sales
• Efficiency
• Whether additional placement control may be justified

Do not increase placement adjustments simply because one placement has a higher ROAS. Check the amount of data, economics, and incremental value first.

Campaign Performance Report

Use campaign-level reporting when you need a high-level view of account performance.

It can help you identify:

• Campaigns consuming significant spend
• Budget-constrained campaigns
• Large performance changes
• Campaigns that deserve deeper investigation

Campaign-level data is often the starting point for diagnosis, not the final answer.

Performance Over Time

Use time-based reporting when you need to understand whether performance is changing.

Look for:

• Spend trends
• CPC changes
• Click volume
• Sales changes
• Order trends
• Conversion changes
• ACoS and ROAS movement

The important question is not only:

What happened?

Ask:

What changed, when did it change, and what else changed at the same time?

Do Not Treat Every Zero-Order Search Term as Waste

One of the most common mistakes after downloading a search term report is treating every zero-order term as a negative keyword.

That is too simplistic.

A search term may have:

• Very few clicks
• Insufficient spend
• Strong relevance
• Limited conversion data
• A reasonable CPC
• Too little evidence for a reliable decision

A zero-order search term is not automatically a bad search term.

Before adding a negative, ask:

1. 1Is the search relevant?
2. 2Is there enough data?
3. 3Is the CPC reasonable?
4. 4Is the product competitive?
5. 5Is the listing converting?
6. 6Is the traffic economically viable?

Then decide whether to:

• Negative it
• Reduce the bid
• Keep monitoring
• Promote it
• Leave it unchanged

How Often Should You Download Amazon PPC Reports?

The right cadence depends on account size, spend, volatility, and the type of decision being made.

Daily

Monitor major exceptions:

• Large spend changes
• Campaigns running out of budget
• Significant performance drops
• Major bid or budget changes
• Account or campaign issues

Weekly

Perform deeper optimization:

• Search terms
• Targets
• Bids
• Budgets
• Placements
• Product performance
• Recent changes

Monthly

Review the broader business picture:

• ACoS
• ROAS
• TACoS
• Product-level economics
• Budget allocation
• Growth opportunities
• Seasonal trends

The objective is not to download more reports.

The objective is to make better decisions with the data.

Migrating Your Old Amazon PPC Reports

If you have saved or scheduled reports in the old Sponsored Ads Reports or Amazon DSP Reports areas, review them before the shutdown.

Amazon's migration guidance recommends:

1. 1Sign in to Amazon Ads.
2. 2Review saved reports and scheduled reports in the old reporting centers.
3. 3Go to Measurement & Reporting → Reporting.
4. 4Recreate the required reports in Unified Reporting.
5. 5Complete the migration before December 31, 2026.

Amazon says the migration process opened on June 8, 2026. A self-migration tool became available in September 2026.

On December 17, 2026, new report creation and editing in the old centers will be disabled. Existing reports will remain available in read-only mode until the final shutdown.

On December 31, 2026, the old reporting centers will be permanently decommissioned.

If a report is important to your business, migrate it before the deadline.

Amazon PPC Reporting Is Not the Same as Amazon PPC Analysis

A spreadsheet can tell you:

Spend = $5,000

It cannot automatically tell you:

What should the operator change next?

That distinction is important.

A useful PPC workflow is:

Data → Diagnosis → Decision → Campaign Change → Measurement

For example:

Search term report → irrelevant traffic identified → negative targeting decision → campaign updated → performance monitored

Or:

Targeting report → profitable target identified → bid opportunity identified → controlled bid change → results measured

The report is the input.

The decision is the output.

A Better Amazon PPC Reporting Workflow

A mature reporting process should not look like:

Download CSV → Look at numbers → Change bids

A better process is:

1. Define the question

What are you trying to understand?

2. Select the relevant report

Choose search terms, targets, products, placements, campaigns, or time-based data based on the question.

3. Diagnose the cause

Determine whether the issue is related to:

• Traffic quality
• Targeting
• Bid
• Budget
• Placement
• Conversion
• Product economics
• Inventory

4. Prioritize the opportunity

Not every problem deserves immediate action.

Focus on opportunities with meaningful potential impact.

5. Make the change

Change the variable most likely to address the diagnosed constraint.

6. Measure the result

Compare performance against the appropriate baseline after enough data has accumulated.

This is how reporting becomes part of PPC management rather than a reporting exercise.

Amazon PPC Reporting for Agencies

Unified Reporting is particularly useful for agencies managing multiple Amazon advertising accounts.

An agency may need to answer:

• Which accounts require attention?
• Which campaigns are consuming significant spend?
• Which accounts have budget constraints?
• Which products are driving growth?
• Which targets deserve more investment?
• Which accounts have experienced a significant performance change?

The ability to create reports across multiple accounts, countries, ad products, metrics, and dimensions can reduce the need to maintain separate reporting workflows.

But consolidation alone does not solve the operator's problem.

The agency still needs to determine:

What matters?

What changed?

What should happen next?

Downloading the Report Is Not the Optimization

Downloading a report gives you data.

It does not tell you:

• Which search terms are wasting spend
• Which targets deserve a bid change
• Which campaigns are underfunded
• Where budget should move
• Whether the problem is advertising, conversion, inventory, or economics
• What should be fixed first

That is where the optimization work begins.

Data → Diagnosis → Opportunity → Decision → Action → Measurement

Where SellerRoot Fits

SellerRoot is designed to help Amazon advertising teams move through that workflow faster.

Instead of spending hours going through exported reports to find what needs attention, SellerRoot helps surface optimization opportunities across:

• Search terms
• Targets
• Bids
• Budgets
• Campaigns
• Performance changes

The goal is not to remove the operator from the process.

The goal is to reduce the time spent finding where to look.

The operator remains in control of the decision and execution.

An experienced PPC operator should spend less time hunting through spreadsheets and more time deciding:

• What should change?
• Why should it change?
• How much should it change?
• What should not be changed yet?
• How will the impact be measured?

Turn Amazon PPC Data Into Action

If your team is spending too much time downloading, cleaning, and reviewing Amazon PPC reports, SellerRoot can act as the intelligence layer between your Amazon Ads data and your optimization workflow.

See how SellerRoot works

Final Takeaway

Amazon PPC reporting is changing.

Unified Reporting is now the main reporting experience in Amazon Ads Console, giving advertisers a single place to use templates, create custom reports, and manage reporting workflows.

The old Sponsored Ads Reports and Amazon DSP Reports are scheduled to shut down on December 31, 2026.

If you still rely on the old reporting workflow, migrate your important saved and scheduled reports before the shutdown.

But remember:

Downloading the report is not the optimization.

The report gives you the data. The real value comes from turning that data into a clear diagnosis, prioritizing the right opportunity, making a controlled change, and measuring what happened next.

About the author

Yogendra Kashyap

Amazon Ads operators

Yogendra Kashyap is the Founder of SellerRoot and an Amazon Ads expert with 9+ years of experience helping brands grow through data-driven advertising. His expertise spans Amazon PPC, campaign optimization, search term analysis, and marketplace growth. Together with the SellerRoot team, he is building AI-powered tools for Amazon advertisers while sharing practical, experience-backed insights to help brands improve profitability and scale on Amazon.