The SB Placement Report.
You want to know what each Sponsored Brands placement BUILDS rather than what it sells — where new customers are cheapest.
What the file contains.
Sponsored Brands performance split by where the ad appeared — top of search, rest of search, and other placements — with spend, clicks, attributed sales and orders for each.
The split matters more here than on Sponsored Products, because the top-of-search banner is most of the reason to run Sponsored Brands at all. It is the placement people picture when they think of the format, and it carries a price premium to match. The rest-of-search and other placements often behave like a different advertising product entirely.
The decision this report informs is the placement modifier: a percentage uplift applied to bids for a given placement. It is one of the few levers where a small, evidence-backed change moves an entire campaign, and one of the few that is routinely set from instinct instead.
Read it alongside the campaign report rather than alone. A campaign whose blended ACOS looks acceptable can be one strong placement subsidising two weak ones, and the blended figure will never say so.
What it can tell you.
- Whether the top-of-search premium is earning its cost on this campaign
- Which placement is quietly consuming budget at poor conversion
- What placement modifiers the data actually supports
- Whether a campaign's blended performance hides one weak placement
How to export it.
- 01Login to Amazon Seller Central
- 02Open Amazon Ads
- 03Navigate to Measurement & Reporting
- 04Click Sponsored ads reports
- 05Click Create report
- 06Under Report category, select Sponsored Brands
- 07Under Report type, select Placement Report
- 08Set the Report period and your required Date Range
- 09Click Run report
- 10Download it once it has finished running.
- 11Upload the downloaded CSV/XLSX file here.
You end up with a CSV / XLSX file.
SB Campaign Placement Report
What each Sponsored Brands placement builds rather than what it sells: the price of a customer new to your brand, branded searches, and where video is actually watched. Reads the columns the SP Placement Report module leaves behind — on one real account two placements sat a point apart on ACoS while one bought new customers $2.46 cheaper.
- Cost per New-to-Brand Customer
- Branded Searches
- Where Video Is Watched
The file is parsed in your browser. Report rows never reach our servers.
Reports to pull alongside it.
- Amazon Placement ReportACoS by placement from your Placement report, with a bid modifier per campaign type from the B6 table. Surfaces the placements that spend and return nothing — the ones Amazon leaves blank.
- Sponsored Brands Campaign ReportThe only report that prices the upper funnel: what a branded search, a new-to-brand page view and an add to cart each cost. Also sets Amazon's 14-day sales against its long-term figure, which rescues campaigns the reported number would condemn.
- Sponsored Brands Keyword ReportYour Sponsored Brands keywords, judged on what SB is actually for. Shows the share of each keyword's sales that came from customers new to the brand, and flags video creative that loses viewers before the end.