Why Don't the Costs of My Sponsored Brand Ads Appear on the Product Performance Page in Profits?

Understanding Product Performance Data Limitations for Sponsored Brand Campaigns

When reviewing Product Performance data, it’s important to understand that certain types of information—such as Sponsored Brand (SB) campaign expenses and Amazon Fees—are not included. This is due to the way Amazon attributes performance metrics through its advertising platform and API.

Why Sponsored Brand Expenses Are Excluded

Sponsored Brand campaigns differ from other ad types in that they can promote multiple products simultaneously or drive traffic to a Brand Store page rather than a specific product detail page. Because of this flexibility, the Amazon Ads API aggregates spend and sales data at the campaign level, not at the individual product level.

This design makes it impossible to accurately attribute SB campaign spend and revenue to a single product in Product Performance reporting. Instead, all associated metrics are reported against the SB campaign as a whole.

Attribution Challenges with Sponsored Brand Campaigns

Amazon's attribution for Sponsored Brand ads introduces several layers of complexity:

• 14-Day Click-Through Window: Any purchase made within 14 days of clicking an SB ad is attributed to the campaign.
• Last-Touch Attribution Model: The sale is credited to the last campaign the customer interacted with before converting.
• Brand Halo Effect: Sales are not just attributed to the advertised product, but may also include other products under the same brand. This further blurs the connection between an ad and the actual product purchased.

Due to these attribution methods, it’s difficult to determine exactly which product or interaction led to a conversion in SB campaigns.

Why Amazon Fees Are Also Excluded

Similarly, Amazon Fees are excluded from Product Performance data. These fees are applied at the store or account level, rather than the individual product level. Examples of such fees include:

• Digital services fees
• Removal fees
• Storage fees
• And other miscellaneous charges

Because these fees are not tied to specific product actions, they are not reflected in Product Performance-level reports.

Summary

If you have further questions about interpreting your advertising or sales data, our support team is here to help.