Amazon Advertised Product Reports: How to Boost Sales Across Your Entire Catalog

You’re running Amazon Sponsored Product Ads, but feel like you’re only scratching the surface of what’s possible. You see the reports, but figuring out how to actually use them to improve your entire catalog’s performance? That’s the real challenge.

Most Amazon sellers focus on individual keyword performance, but they miss a huge opportunity to leverage their ad data to improve organic rankings and overall product visibility.

In this article, we’ll break down how to use Amazon’s Advertised Product Reports to identify cross-selling opportunities, optimize your product detail pages, and ultimately drive more sales across your entire Amazon business. Let’s dive in.

Understand the Power of Advertised Product Reports

Advertised Product Reports show you exactly which products are converting as a result of your ad campaigns. It’s a list of every product that was purchased, even if a customer clicked an ad for a totally different product.

Here’s why that matters: This data is gold for understanding your customer’s buying behavior and identifying hidden cross-selling opportunities. Most sellers only look at the keywords that led to the sale. That’s leaving money on the table.

Finding Cross-Selling Opportunities

The Advertised Product Report will show what other products are bought after someone clicked on an ad.

Here’s how to find cross-selling opportunities in your advertised product reports:

1. Download the report: Head to Amazon Seller Central and download your Advertised Product Report for the last 30-60 days.
2. Analyze the data: Look for products that are frequently purchased alongside the product you’re advertising.
3. Implement cross-selling strategies:
4. “Frequently Bought Together” section: Add these complementary products to the “Frequently Bought Together” section on your product detail pages.
5. Bundle offers: Create discounted bundles that include the advertised product and the frequently purchased product.
6. Sponsored Brand ads: Target customers searching for the advertised product with Sponsored Brand ads showcasing the complementary product.

Example: Let’s say you’re advertising a garlic press. Your Advertised Product Report reveals that customers who click on your garlic press ad frequently purchase a set of kitchen knives. By adding the kitchen knives to the “Frequently Bought Together” section of your garlic press listing, and vice versa, you can significantly increase sales of both products.

Optimizing Product Detail Pages Based on Ad Data

The Advertised Product Report shows which products are really converting from ads, and which have lower conversion rates. Use this data to find which products need an optimized product listing.

Here’s how you can optimize your product detail pages using your advertised product reports:

1. Identify low-converting products: Filter your Advertised Product Report to identify products with a low conversion rate (e.g., below 1%).
2. Analyze the listings: Review the product title, bullet points, images, and A+ content for these low-converting products.
3. Optimize the listings:
4. Improve product title: Include high-converting keywords from your search term reports.
5. Enhance bullet points: Highlight the key features and benefits that resonate with customers.
6. Upgrade images: Use high-quality images that showcase the product from multiple angles.
7. Add A+ Content: Create compelling A+ content that tells your brand story and addresses customer pain points.

Example: You notice that one of your protein powders has a very low conversion rate in your Advertised Product Report, despite having a decent click-through rate (CTR). This signals that the listing itself is the problem. Upon reviewing the listing, you see that the images are low-quality and the bullet points focus on generic features instead of specific benefits. By updating the images and rewriting the bullet points to highlight the protein powder’s unique flavor and health benefits, you can significantly improve the conversion rate and drive more sales.

Scaling Your Best Performers

You can find which of your products are performing the best with advertising. Then you can identify the keywords or search terms that led to the ad. You can then take that keyword information and use it for other products or campaigns.

Here’s how to scale your best performers across campaigns:

1. Identify high-converting products: Filter your Advertised Product Report to find which products have the highest conversion rates and sales volume.
2. Analyze search terms: Identify the search terms and keywords that led to sales of these high-converting products.
3. Scale across campaigns:
4. Expand keyword targeting: Add these high-converting keywords to your other Sponsored Product campaigns.
5. Create new campaigns: Launch new Sponsored Product campaigns specifically targeting these high-converting keywords.
6. Optimize existing campaigns: Adjust bids and budgets for campaigns targeting these high-converting keywords to maximize their reach.

Example: Your Advertised Product Report shows that your Vitamin C serum is performing exceptionally well in your auto campaign. By drilling down into the report, you discover that the search term “Vitamin C serum for sensitive skin” is driving a significant portion of those sales. You then create a new manual campaign specifically targeting that keyword, and see a massive boost in Vitamin C serum sales in one week.

Leverage AdLabs for Deeper Analysis and Automation

Analyzing these reports manually can be time-consuming. AdLabs helps you streamline this process by providing easy-to-understand dashboards and actionable insights directly within the platform. With AdLabs, you can quickly identify cross-selling opportunities, optimize product listings, and scale your best performers without spending hours crunching numbers.

Conclusion

The Amazon Advertised Product Report is a powerful tool that most sellers underutilize. By understanding how to leverage this data, you can unlock hidden growth opportunities, optimize your product listings, and drive more sales across your entire Amazon catalog. Stop focusing solely on keywords and start thinking about the bigger picture.

Ready to take your Amazon advertising to the next level? Contact us today for a free demo of AdLabs.

Key Discussion Points from the Episode

Here are some of the most valuable insights Andrew and Stephen shared during the full episode discussion:

Cool. Well, let’s switch tracks real quick and let’s dive into more specifically how this report can actually help you to basically enhance your advertising reporting. So when you download your advertised product report for sponsored products, you are going to see all of your ASIN data spread out and you will see that those ASINs are appearing multiple times because those advertised ASINs can be in multiple different ad groups.

You’ve got your auto campaigns, your manual campaigns, however you have it segmented, your brand defense campaigns. So the first thing that Andrew and I usually do when we download one of these reports is we create a pivot table to essentially sum up all the data for these ASINs to kind of group them all together so we can see total ASIN data. Now you could even be a little bit more, you know, if you’ve got good campaign structure and good campaign naming systems, you can even, you know, create two separate pivot tables so you can look at your ASIN data just in your non brand campaigns by applying a couple filters and then running that pivot table or just your brand defense campaigns.

So all that’s really, really cool to see. But Andrew, I think you kind of prepped some, some screen sharing material to take a look at what this looks like after we’ve, after you’ve created a pivot table for one of the accounts you’re working on. So you want to take it over and throw up that screen share.

Yeah, yeah, let me pull that up real quick and we’ll take a look. Okay, so first things first here. This is what the summary would look like.

You can see down here we have the summary tab open. This is kind of what it would look like if we took the output, the advertised product report output that we get in a summary view and we rolled it up into a pivot table and broke it out. So we’ll cover how, you know, you’ll be able to watch another video to see how to create a pivot table.

But in this instance, all we wanted to really segment out by. And typically kind of what you’re looking for in this report is that per product level metrics. So for our first column, column A, we have asin and then going across here, we have all the different metrics that we’d be particularly interested in looking at for each product.

So we can look at impressions, clicks, all that, so on and so forth. We can see everything we need. And every single one of these rows just represents an individual product.

Now we have, for client confidentiality purposes, this blocked out. So you can’t see it’s just dummy data. But if there was real data in here, you’d be able to see which asin, you know which product.

It’s real data. Right. You’re just, you’re just obscuring what the ac.

This article is based on Episode 21 of That Amazon Ads Podcast. Subscribe for weekly Amazon PPC strategies.