What is Advertised Product Report?
Amazon Advertised Product Report
Amazon report showing performance per advertised ASIN or SKU, including how much of the return came from the advertised product.
The Formula
Same SKU Share = Same SKU Sales ÷ Total Attributed Sales
The advertised product report reports at the level of the product being advertised. Each row is an ASIN or SKU inside an ad group, with its impressions, clicks, spend and attributed sales. It answers a question no keyword level report can: which product actually earned the campaign's money.
The same SKU columns
The report's real value is the pair of columns that split attributed sales into same SKU and total. Advertising credits every purchase made in your catalogue after a click, so a campaign's headline sales can include products it never advertised.
Same SKU Share = Same SKU Sales ÷ Total Attributed Sales
A hypothetical worked example
The figures are invented. Suppose a campaign returns 2,000 pounds of attributed sales, of which 800 pounds is same SKU. The share is 40 per cent, meaning the majority of the return came from other products in the catalogue. The campaign is cross selling rather than ranking the ASIN it advertises. Our rule of thumb is that a same SKU ratio below about half is a signal to investigate structure, not a result to celebrate.
What a low same SKU share usually means
| Pattern | Likely cause |
|---|---|
| Buyers pick a sibling variation | The advertised child is the wrong one for the query |
| Buyers pick a complementary product | The keyword belongs to a different ASIN |
| Buyers pick a cheaper listing of yours | Price or pack size mismatch against the query |
All three are fixable, and none of them are fixed by changing a bid.
Why it governs harvesting
A search term earns promotion to its own keyword on evidence that it ranks the advertised product. Halo orders are not that evidence. Our harvest gate therefore counts orders on the same SKU, not total attributed orders, so that a term riding on cross sales is not promoted into a campaign built to rank a product it never sold.
Reading it beside the other reports
Use the targeting report for bids, the search term report for discovery and negation, and the advertised product report to check that the money landed where the campaign intended. Where the same SKU share is thin, the purchased product report will name the products that actually sold, which is usually the fastest route to the real fix.
The report is also where multi product ad groups reveal themselves. If one ASIN in a group takes the impressions and another takes the sales, the group is not sharing economics and probably belongs split.
Examples
- →800 pounds of same SKU sales inside 2,000 pounds attributed = 40 per cent same SKU share
- →Splitting an ad group where one ASIN absorbs the impressions and another produces the orders
Related Terms
Purchased Product Report
Amazon report pairing the advertised ASIN with the product actually bought after the click, which is how halo sales become visible.
Orders
Purchase events attributed to an ad click within its attribution window, counted per basket rather than per item.
Units Sold
The number of individual items sold, which can exceed orders when a single order contains several units.
Targeting Report
Amazon report showing performance for the keywords and product targets you bid on, rather than the queries shoppers typed.
Keyword Harvesting
Finding high-performing search terms from auto campaigns and adding them as targeted keywords.
Track your Advertised Product Report automatically
Shurq monitors all your key metrics in real-time and optimizes your campaigns 24/7.