Report tool
Amazon branded vs non-branded ACoS
Drop in your Sponsored Products search term report and type your brand name. You get the ACoS of searches for your brand, of everything else, and of the account as a whole.
- Free, no sign-up
- Your file stays in your browser
Drop your search term report here
XLSX or CSV from the Amazon Ads console, any date range.
Your report is read by your browser and never uploaded. Close the tab and it's gone.
Next step
Ask your own AI to do it.
Instructions and tools for a job your AI can do with your files or a connected Merch Jar account.
Ready to split the campaigns? With Merch Jar connected, the skill plans the brand and non-brand campaigns, and Campaign creation builds them paused so you can check every campaign before you turn it on.
How to check your branded ACoS
- 1In the Amazon Ads console, open Reporting under Measurement & Reporting and start from the Search term template in All templates.
- 2Use 30 days or more, which gives the brand figure enough clicks to mean something. XLSX and CSV both work, daily or summary.
- 3Drop it in above and type your brand name. Your file never leaves your browser. The tool reads it on your device, and there's no account or upload.
- 4The same report also runs through the search term report analyzer for searches that spend without an order, and a daily version answers why your ad spend went up.
FAQ
How the tool sorts your search terms
Every search in the report lands in one of four groups. A search that contains one of your names as whole words is a brand search, and so is a spacing or hyphen variant, so "pebble wick loppers" counts for Pebblewick. Any other typed search is non-brand. Rows that are ASINs go to product pages, and searches that look like your brand without matching cleanly are held for review.
In the sample data, Pebblewick's brand searches ran at 8.6% ACoS and everything else at 32%. Brand searches took 8% of the spend and brought in 26% of the sales, so the account as a whole reads 27%, a number that describes neither kind of traffic.
Why the two numbers belong apart
A shopper who types your brand name already knows what they want, so those searches tend to convert well and cheaply. Blend them with everything else and a weak month on non-brand searches can hide behind a good month on brand searches. When brand sales grow, the account ACoS improves even if nothing else did.
Splitting them lets each kind of traffic have its own goal and budget, like a tight ACoS target on brand searches and a looser one on the searches that find new customers. How to separate branded and non-branded Amazon ads walks through the campaign side.
Product pages and held searches
ASIN rows aren't searches at all. Your ad showed on a product detail page, and the search term report doesn't say whose. They stay out of both figures as ownership unknown. Paste your own ASINs and the ones that match move to your own products.
Held searches are near misses. In the sample, "pebblewik pruners" is one letter off and "pebblewickpruners" joins the brand to another word. They might be yours, so the tool leaves them out of both figures instead of guessing. Add a spelling to your brand names and it moves into brand searches.
Book accounts: author names, series and KENP
Tick the books box and add author or pen names and series names. Author names match loosely on initials, so K.A. Tucker, KA Tucker and K. A. Tucker all count. If the report carries KENP columns, each figure also shows ACoS with page-read royalties added to sales, which is spend divided by sales plus estimated KENP royalties. For a book that sells mostly through Kindle Unlimited, that's the figure to compare with your breakeven.
The breakeven ACoS calculator works it out from your royalty.