Explained: Amazon’s Sponsored Display Purchased Product Report

The Purchased Product Report shows you the products that you didn’t directly advertise but that customers ultimately purchased after seeing your ads anyway. It can help you identify fresh advertising opportunities and gain a deeper understanding of customer purchasing behaviors.

About The Report

Amazon’s Purchased Product Report for Sponsored Display (SD) provides information about the brand halo effect of your SD campaigns.

The Purchased Product Report shows you the products that you didn’t directly advertise but that customers ultimately purchased after seeing your ads anyway. It can help you identify fresh advertising opportunities and gain a deeper understanding of customer purchasing behaviors.

How do I use the Purchased Product Report for Sponsored Display?

This report offers two distinct views—a summarized overview or a daily breakdown. The lookback window for this report spans a period of 60 days.

The Purchased Product Report is accessible to all the sellers who are running Sponsored Products or Sponsored Display campaigns.

It’s important to note that the focus of this report is solely on conversion metrics for products that were not part of the advertising campaign. As a result, the cumulative conversion metrics will not align with the campaign totals. To obtain the overall product statistics for advertised items, please refer to the Advertised Product Report.

How to Leverage the Reports

Here are some of the critical ways we recommend using the Purchased Product Report for Sponsored Display:

Identify your best-performing products. Your top products are often the ones that benefit most from your brand halo effect. Use this report to identify your top 10+ ASINs per category, which you can then separately promote by creating a new ad group.

Measure your brand halo impact. By including data on your brand halo effect, the Purchased Product Report gives you a fuller picture of your ad performance. You should measure the success of a campaign not just by conversions on your advertised product but also on total conversions from non-advertised products.

‍Improve your understanding of conversion metrics. Use this report alongside Amazon’s Advertised Product Report. Together, these two reports can give you a holistic view of all of your conversion metrics on your ad campaigns.