Understanding the full landscape of Amazon Ads dimensions and metrics is essential for any seller or agency running paid campaigns on the Amazon advertising platform. Whether you're building custom dashboards, pulling data through the Amazon Ads API, or simply trying to make sense of campaign manager reports, knowing exactly what data is available — and what each field means — is the foundation of effective campaign optimization.
This guide provides a complete reference of every dimension and metric available across Amazon Sponsored Products, Sponsored Brands, Sponsored Display, and DSP as of 2026. We've organized them by category, included API field names for developers and analysts, and added practical context on when and how to use each one.
What Are Amazon Ads Dimensions vs Metrics?
Before diving into the full reference, it's important to understand the difference between dimensions and metrics — two concepts that serve fundamentally different purposes in advertising data analysis.
Dimensions are descriptive attributes that define what you're looking at. They are the labels, categories, and identifiers that let you organize and filter your data. Examples include campaign name, ASIN, keyword text, match type, and placement. Dimensions answer the question: "How do I want to slice this data?"
Metrics are quantitative measurements that tell you how things performed. They are the numbers: impressions, clicks, spend, orders, sales, ACOS, ROAS. Metrics answer the question: "What happened with my ads?"
Breakdowns are a special type of dimension that you can apply to segment performance data. For example, you can break down your conversion metrics by placement type (top of search, product page, rest of search) to identify which positions drive the best return.
How Is Amazon Ads Data Structured?
Amazon Ads data is organized differently depending on the ad type. For Sponsored Products and Sponsored Brands, the hierarchy is: Campaign > Ad Group > Keyword/Target > Ad (Product). Sponsored Display follows: Campaign > Ad Group > Target > Creative. DSP operates through: Order > Line Item > Creative.
Each level has its own set of dimensions and metrics. Campaign-level data provides aggregate performance, while drilling down to keyword or product level reveals granular optimization opportunities. The Amazon Ads API returns data through reporting endpoints, with reports generated asynchronously and available for download after processing.
Campaign Dimensions
Campaign-level dimensions define the top-level structure of your Amazon advertising. These fields identify the campaign and its core configuration — ad type, budget, bidding strategy, targeting approach, and status. Use these dimensions to organize reporting and understand the strategic setup behind your results.
| Dimension | API Field | Description |
|---|---|---|
| Campaign ID | campaignId | Unique identifier for the campaign |
| Campaign Name | campaignName | The name of the campaign as set by the advertiser |
| Campaign Type | campaignType | Ad type: sponsoredProducts, sponsoredBrands, sponsoredDisplay, or DSP |
| Campaign Status | state | Current status: enabled, paused, or archived |
| Daily Budget | budget.budget | Daily budget amount in the advertiser's currency |
| Budget Type | budget.budgetType | Budget type: daily (default for SP/SB) or lifetime (available for SD) |
| Bidding Strategy | bidding.strategy | Bid optimization approach: legacyForSales (dynamic down only), autoForSales (dynamic up and down), or manual |
| Targeting Type | targetingType | Targeting approach: auto (Amazon-selected keywords) or manual (advertiser-selected keywords/targets) |
| Portfolio ID | portfolioId | Portfolio grouping identifier — used to organize campaigns and cap portfolio-level spend |
| Start Date | startDate | Campaign start date in YYYYMMDD format |
| End Date | endDate | Campaign end date in YYYYMMDD format (null if no end date) |
| Top of Search Bid Adjustment | bidding.adjustments[placementTop] | Percentage bid increase for top-of-search placement (0-900%) |
| Product Page Bid Adjustment | bidding.adjustments[placementProductPage] | Percentage bid increase for product page placement (0-900%) |
| Campaign Serving Status | servingStatus | Delivery status: CAMPAIGN_STATUS_ENABLED, CAMPAIGN_PAUSED, CAMPAIGN_OUT_OF_BUDGET, CAMPAIGN_INCOMPLETE, etc. |
Ad Group Dimensions
Ad group dimensions define the grouping structure within a campaign. Each ad group contains a set of products (for SP) or creatives (for SB/SD) along with targeting criteria. Ad groups control the default bid and targeting approach for the products or creatives they contain.
| Dimension | API Field | Description |
|---|---|---|
| Ad Group ID | adGroupId | Unique identifier for the ad group |
| Ad Group Name | adGroupName | Name of the ad group as defined by the advertiser |
| Default Bid | defaultBid | Default CPC bid for all targets in the ad group (overridden by keyword-level bids) |
| Ad Group State | state | Status: enabled, paused, or archived |
| Targeting Type | targetingType | For auto campaigns: close match, loose match, substitutes, or complements |
| Product Targeting Expression | targetingExpression | Array of product targeting criteria (ASIN, category, brand, price range, star rating) |
Targeting and Keyword Dimensions
Targeting dimensions define how your ads are matched to customer searches or product browsing behavior. For manual campaigns, these are the keywords or product targets you explicitly select. For auto campaigns, Amazon determines matches automatically. Understanding these dimensions is critical for bid optimization and negative targeting.
| Dimension | API Field | Description |
|---|---|---|
| Keyword ID | keywordId | Unique identifier for the keyword target |
| Keyword Text | keywordText | The keyword string that triggers your ad |
| Match Type | matchType | How closely the search query must match: exact, phrase, or broad |
| Keyword Bid | bid | CPC bid for this specific keyword (overrides ad group default bid) |
| Keyword State | state | Status: enabled, paused, or archived |
| Search Term | query | The actual customer search query that triggered your ad (available in search term reports) |
| Product ASIN Targeting | targetingExpression.value | Specific ASIN targeted for product targeting campaigns |
| Category Targeting | targetingExpression.type[asinCategorySameAs] | Amazon product category targeted (e.g., Electronics, Books, Home & Kitchen) |
| Brand Targeting | targetingExpression.type[asinBrandSameAs] | Specific brand targeted within a category |
| Negative Keyword | negativeKeywords | Keywords excluded from triggering your ad (negative exact or negative phrase) |
| Negative Product Target | negativeTargetingExpression | ASINs or brands explicitly excluded from product targeting |
Product and Ad Dimensions
Product and ad dimensions describe the individual advertised items and creative elements within your campaigns. For Sponsored Products, the "ad" is essentially the product listing itself. For Sponsored Brands and Sponsored Display, additional creative elements like headlines, logos, images, and video are included.
| Dimension | API Field | Description |
|---|---|---|
| Ad ID | adId | Unique identifier for the ad (product ad in SP) |
| ASIN | asin | Amazon Standard Identification Number — the unique product identifier |
| SKU | sku | Seller-defined Stock Keeping Unit for the product |
| Ad Group | adGroupId | Parent ad group containing this ad |
| Ad State | state | Status: enabled, paused, or archived |
| Ad Format | adFormat | Creative format: productCollection, storeSpotlight, or video (SB); productAd (SP) |
| Custom Headline | headline | Advertiser-written headline for Sponsored Brands ads (up to 50 characters) |
| Store Page URL | landingPage.url | Amazon Store page URL used as the landing page for Sponsored Brands |
| Brand Name | brandName | Brand name displayed in Sponsored Brands ads |
| Brand Logo | brandLogoAssetID | Asset ID for the brand logo used in SB campaigns |
| Video Creative | videoAssetIds | Asset IDs for video creatives used in SB Video or SD campaigns |
| Custom Image | customImageAssetId | Custom lifestyle image used in Sponsored Brands or Sponsored Display |
Core Performance Metrics
These are the fundamental metrics that measure how your Amazon ads are delivered and interacted with. Every Amazon advertiser should understand these — they form the basis of all campaign analysis and bid optimization decisions.
| Metric | API Field | Description | Formula / Notes |
|---|---|---|---|
| Impressions | impressions | Number of times your ad was displayed to shoppers | Counts each time the ad is rendered, including repeats to the same shopper |
| Clicks | clicks | Number of times shoppers clicked on your ad | Invalid clicks are filtered within 3 days of the event |
| Click-Through Rate (CTR) | clickThroughRate | Percentage of impressions that resulted in a click | (Clicks ÷ Impressions) × 100 |
| Cost Per Click (CPC) | costPerClick | Average amount paid per click | Spend ÷ Clicks |
| Spend / Cost | cost | Total amount spent on the campaign, ad group, keyword, or product | In the advertiser's local currency |
| Detail Page Views (DPV) | dpv | Number of views of your product detail page attributed to your ad | Primary for Sponsored Display — measures consideration intent |
| DPV Click Rate | dpvClicks | Percentage of clicks that led to a detail page view | (DPV ÷ Clicks) × 100 |
Sales and Revenue Metrics
Sales metrics are the ultimate measure of Amazon Ads effectiveness. They track the revenue and orders attributed to your advertising within the attribution window. These metrics directly feed into ACOS and ROAS calculations — the primary KPIs for Amazon advertising profitability.
| Metric | API Field | Description | Formula / Notes |
|---|---|---|---|
| Orders | purchases14d | Number of orders attributed to your ad within 14 days of a click | Includes orders for any product by the same brand (SP) or any product (SB) |
| Sales / Revenue | sales14d | Total attributed sales revenue within the 14-day window | Product price × units sold, in the advertiser's currency |
| Units Sold | unitsSold14d | Total number of product units sold within the attribution window | Can be higher than orders if customers buy multiple units |
| ACOS (Advertising Cost of Sales) | acos | Percentage of sales spent on advertising | (Spend ÷ Sales) × 100 — lower is better |
| ROAS (Return on Ad Spend) | roas | Revenue generated per dollar of ad spend | Sales ÷ Spend — the inverse of ACOS. Higher is better |
| Conversion Rate | conversionRate | Percentage of clicks that resulted in an order | (Orders ÷ Clicks) × 100 |
| New-to-Brand Orders | purchasesNewToBrand14d | Orders from customers who haven't purchased from your brand in 12 months | Available for SB, SD, and DSP — not SP |
| New-to-Brand Sales | salesNewToBrand14d | Revenue from new-to-brand orders | Measures the dollar value of customer acquisition |
| New-to-Brand Percentage | percentNewToBrandPurchases14d | Percentage of total orders that are new-to-brand | (NTB Orders ÷ Total Orders) × 100 |
| New-to-Brand Units Sold | unitsSoldNewToBrand14d | Units sold to new-to-brand customers | Granular view of NTB acquisition volume |
| Same-SKU Sales | attributedSalesSameSku14d | Sales of the exact advertised product (same SKU) | Contrasts with total sales which include other products from the same brand |
| Same-SKU Orders | purchasesSameSku14d | Orders for the exact advertised product | Helps identify halo effect — total orders minus same-SKU orders = cross-sell |
Sponsored Display Metrics
Sponsored Display campaigns have unique metrics related to viewability, view-through attribution, and detail page engagement. These metrics are specific to the SD ad type and reflect its focus on awareness, consideration, and retargeting across Amazon and external websites.
| Metric | API Field | Description | Formula / Notes |
|---|---|---|---|
| Viewable Impressions | viewableImpressions | Impressions that met the IAB viewability standard (50% of pixels in view for 1+ second) | More meaningful than raw impressions for display ads |
| View-Through Conversions | viewAttributedConversions14d | Orders from shoppers who saw but did not click your ad within 14 days | Measures the passive influence of ad exposure |
| View-Through Sales | viewAttributedSales14d | Revenue from view-through conversions | Total sales value attributed to ad views (not clicks) |
| View-Through Units Sold | viewAttributedUnits14d | Units sold through view-through attribution | Volume measure of view-attributed purchases |
| DPV Rate | dpvRate | Rate of detail page views per impression | (DPV ÷ Impressions) × 100 |
| Subscribe & Save Subscriptions | subscribeAndSaveSubscriptions | New Subscribe & Save subscriptions attributed to your SD ads | Unique to SD — measures recurring revenue acquisition |
| Subscribe & Save Revenue | subscribeAndSaveRevenue | Estimated recurring revenue from new subscriptions | Projects the lifetime value of acquired subscribers |
| Branded Searches | brandedSearches | Branded search queries on Amazon attributed to your SD ads | Measures brand awareness lift from Sponsored Display exposure |
DSP Metrics
Amazon DSP (Demand-Side Platform) is a programmatic display and video advertising platform that extends Amazon's audience data beyond Amazon.com. DSP metrics follow a different structure from sponsored ads, with eCPM-based pricing and cross-device measurement capabilities.
| Metric | API Field | Description | Formula / Notes |
|---|---|---|---|
| Total Cost | totalCost | Total spend including media cost and fees | Includes Amazon DSP fees and any third-party fees |
| Impressions | impressions | Number of ad impressions served across web and app | Includes impressions on Amazon-owned properties and third-party sites |
| Clicks | clicks | Total clicks on DSP ads | Across all placements and devices |
| eCPM (Effective Cost Per Mille) | eCPM | Effective cost per 1,000 impressions | (Total Cost ÷ Impressions) × 1,000 |
| eCPC (Effective Cost Per Click) | eCPC | Effective cost per click | Total Cost ÷ Clicks |
| CTR | CTR | Click-through rate for DSP campaigns | (Clicks ÷ Impressions) × 100 |
| Total Purchases | totalPurchases | Total attributed purchases (click + view attribution combined) | Uses configurable attribution window (1/7/14/30 days) |
| Purchase Rate | purchaseRate | Percentage of impressions that resulted in a purchase | (Total Purchases ÷ Impressions) × 100 |
| Total Sales | totalSales | Total revenue from attributed purchases | Combined click-through and view-through sales |
| Total ROAS | totalROAS | Return on ad spend across all attribution types | Total Sales ÷ Total Cost |
| NTB Purchases (DSP) | newToBrandPurchases | New-to-brand purchases from DSP campaigns | Measures customer acquisition from programmatic display/video |
| NTB Sales (DSP) | newToBrandSales | Revenue from new-to-brand DSP purchases | Dollar value of DSP-driven customer acquisition |
| NTB Purchase Rate | newToBrandPurchaseRate | Percentage of DSP purchases that are new-to-brand | (NTB Purchases ÷ Total Purchases) × 100 |
| Detail Page Views (DSP) | dpv14d | Product detail page views attributed to DSP ads | Measures consideration driven by programmatic ads |
| Add to Cart (DSP) | atc14d | Add-to-cart events attributed to DSP ads | Mid-funnel metric between DPV and purchase |
| Video Completion Rate | videoCompletionRate | Percentage of video impressions played to completion | (Video Completions ÷ Video Starts) × 100 |
| Viewable Impression Rate | measurableRate | Percentage of impressions that were viewable (MRC standard) | Industry benchmark: above 70% is considered good |
Audience Breakdowns
Breakdowns are segmentation dimensions that let you split your metrics by specific criteria to identify where your budget is most effective. Amazon provides several breakdown dimensions that help optimize bids, budgets, and targeting strategies.
Placement Breakdown
| Breakdown | API Field | Description |
|---|---|---|
| Top of Search | placement[top] | First row of search results on the first page — highest visibility, typically highest CTR and ACOS |
| Product Pages | placement[productPage] | Ads displayed on product detail pages — targets shoppers comparing products |
| Rest of Search | placement[other] | All other search result placements beyond top of first page |
| Off-Amazon (SD/DSP) | placement[offAmazon] | Placements on third-party websites and apps via Sponsored Display or DSP |
Time Period Breakdown
| Breakdown | API Field | Description |
|---|---|---|
| Date | date | Daily performance data in YYYY-MM-DD format |
| Week | week | Weekly aggregation starting from Sunday |
| Month | month | Monthly aggregation in YYYY-MM format |
Campaign Type Breakdown
| Breakdown | API Field | Description |
|---|---|---|
| Sponsored Products | campaignType[sponsoredProducts] | Individual product listing ads in search results and product pages |
| Sponsored Brands | campaignType[sponsoredBrands] | Brand-level ads with logo, headline, and multiple products at top of search |
| Sponsored Display | campaignType[sponsoredDisplay] | Audience and product targeting display ads on and off Amazon |
| DSP | campaignType[dsp] | Programmatic display and video ads across web and app |
Match Type Breakdown
| Breakdown | API Field | Description |
|---|---|---|
| Exact Match | matchType[exact] | Ad triggers only when the search query matches the keyword exactly (or close variations) |
| Phrase Match | matchType[phrase] | Ad triggers when the search query contains the keyword phrase in order |
| Broad Match | matchType[broad] | Ad triggers for related searches including synonyms, misspellings, and related terms |
| Auto Targeting | matchType[targeting] | Amazon-determined matches in automatic targeting campaigns |
How to Use Amazon Ads Metrics for Campaign Optimization
Having access to hundreds of metrics is powerful, but knowing which ones matter for your specific goals is what separates profitable Amazon sellers from those who waste ad budget. Here's a practical framework for using Amazon Ads data effectively.
For product launch campaigns
Focus on impressions, clicks, CTR, and orders rather than ACOS. During launch, your priority is generating sales velocity to improve organic ranking. Accept a higher ACOS (even above 100%) to build momentum. Monitor placement data — top-of-search placements drive the most visibility and often have the best conversion rates despite higher CPCs.
For profitability optimization
Track ACOS against your break-even ACOS (calculated from your profit margin). A product with 30% margins has a break-even ACOS of 30% — anything below that is profitable. Use TACOS (total ad spend ÷ total sales) to understand total profitability including organic sales. If TACOS is decreasing over time while ACOS stays stable, your organic ranking is improving.
For brand awareness
Prioritize new-to-brand metrics over raw ACOS. A campaign with 40% ACOS but 80% new-to-brand rate is often more valuable than one with 20% ACOS and 10% NTB rate. Use Sponsored Brands for top-of-funnel brand building and track branded searches in Sponsored Display to measure awareness lift.
For keyword optimization
Analyze search term reports to find high-performing queries in auto campaigns, then move them to manual campaigns with exact match targeting. Look at the match type breakdown — exact match typically delivers the best ACOS, broad match captures the widest reach. Use negative keywords to eliminate wasteful queries with high spend and zero orders.
For Sponsored Display retargeting
Focus on view-through conversions alongside click-through conversions — SD's retargeting capabilities often drive purchases after a shopper views the ad without clicking. Track DPV rate to measure how effectively your display ads drive shoppers back to your product pages. Monitor viewable impressions rather than raw impressions — if viewability is below 50%, your ad placements may not be effective. Use Subscribe & Save metrics to calculate the lifetime value of acquired subscribers, not just one-time purchase revenue.
For DSP programmatic campaigns
DSP campaigns operate on a different model than sponsored ads — they use eCPM (cost per thousand impressions) pricing rather than CPC. Track total ROAS which combines both click-through and view-through attributions. Monitor NTB purchase rate to justify the typically higher cost of DSP — its value lies in reaching shoppers at the top of the funnel and on third-party sites. Use video completion rate for video creative campaigns — aim for above 80% completion, which indicates strong creative resonance.
What Changed in 2024-2026: Amazon Ads Updates
Amazon has made significant changes to its advertising platform over the past two years. Understanding these changes is essential for accurate data analysis and campaign optimization.
2025: Sponsored Products expanded match types
Amazon expanded broad match capabilities to include more semantic matching, similar to Google's broad match behavior. This means broad match keywords now match a wider range of related queries. Advertisers should review search term reports more frequently and add negative keywords proactively to prevent irrelevant spend.
2025: New-to-brand metrics for Sponsored Products
Amazon began rolling out new-to-brand metrics for Sponsored Products campaigns in select categories. Previously, NTB data was only available for SB, SD, and DSP. This enables SP advertisers to measure customer acquisition alongside ACOS for the first time.
2026: Unified reporting across ad types
Amazon launched a unified reporting API that provides cross-ad-type performance data in a single request. Previously, SP, SB, SD, and DSP each required separate API endpoints with different schemas. The unified API simplifies dashboard building and cross-channel analysis significantly.
Common Mistakes When Analyzing Amazon Ads Data
Even experienced Amazon sellers make these mistakes when working with advertising metrics. Avoiding them will save you from flawed analyses and bad optimization decisions.
1. Confusing ACOS with TACOS
ACOS measures ad spend relative to attributed ad sales only. TACOS measures ad spend relative to total sales (organic + paid). A rising ACOS is not necessarily bad if TACOS is falling — it may mean your ads are driving increased organic sales. Always track both metrics together to understand true profitability.
2. Optimizing on same-day data
Amazon Ads attribution data takes 48-72 hours to fully populate because of the 14-day click attribution window. Sales from clicks that happened 3 days ago are still being attributed. Making bid changes based on same-day or next-day data leads to over-corrections. Wait at least 7 days before judging campaign performance.
3. Ignoring the attribution window differences
SP and SB use a 14-day click attribution window, while SD can use 14-day or 30-day windows including view-through attribution. Comparing ACOS across ad types without accounting for these differences leads to misleading conclusions. SD campaigns will often look more efficient simply because they count view-through conversions.
4. Overlooking the organic halo effect
Amazon Ads drive organic ranking improvements through increased sales velocity, review accumulation, and BSR improvements. Pausing a profitable campaign may cause organic rankings to drop, reducing total sales by more than the ad spend saved. Track organic keyword positions alongside ad performance to understand this relationship.
5. Averaging ACOS across campaigns
ACOS is a ratio. Averaging ACOS across campaigns gives mathematically incorrect results. A campaign spending $100 with 20% ACOS and another spending $1,000 with 40% ACOS does not average to 30% ACOS. The correct blended ACOS is total spend ÷ total sales: ($1,100 ÷ $3,000) = 36.7%.
6. Not segmenting by placement
Top-of-search, product page, and rest-of-search placements have dramatically different performance profiles. Top-of-search often has 2-3x the CTR and conversion rate of other placements. Use placement bid adjustments (up to 900%) to increase bids for top-of-search when it converts well, rather than raising the base bid which affects all placements equally.
