Frequently Asked Questions

An Amazon Ads audit analyzes your advertising account to identify wasted spend, growth opportunities, and true incremental performance. Unlike platform-reported metrics like ROAS or ACOS, our audit uses incrementality analysis to show which keywords actually drive new sales versus sales you would have gotten organically anyway. This helps you optimize your budget allocation and stop wasting money on non-incremental spend.

Simply upload your Amazon Reports directly as they are exported from your accounts. Our tool analyzes search term patterns to identify wasted spend, calculates your account health score, and estimates incremental ROI. You get instant results showing where to cut spend and where to increase it for maximum ROI.

You'll need to download reports from your Amazon Seller account and Ad Console. Required: Sponsored Products Search Term Impression Share Report and Brand Analytics Search Query Performance Report. Optional: Sponsored Brands Search Term Report (for more complete account view).

For detailed step-by-step instructions on how to download each report, including navigation paths and configuration screenshots, see our comprehensive guide: Getting Your Amazon Reports.

Yes! The basic audit is completely free. You get instant access to your account health score (0-100), estimated wasted spend, and incremental ROI estimates. A much more comprehensive paid audit ($99) is available with complete search term analysis and prioritized recommendations, as well as specific actions to take to improve performance.

Results are typically ready in less than 60 seconds after upload. The analysis happens in real-time, and you'll see your health score, wasted spend, and key insights immediately. The Excel report download is also generated instantly when you request it.

We support .xlsx (Excel) and .csv files exported directly from Amazon Advertising Console. Upload your reports exactly as downloaded - no formatting or modifications are needed. The tool automatically parses the standard Amazon report format.

Files are capped at 25MB per upload to ensure fast processing times. Most Amazon Search Term Reports are well under this limit, even with 90+ days of data. If you have any issues, please reach out with the specific file you're using and we'll help you troubleshoot.

No modifications needed! Upload your reports exactly as exported from Amazon Advertising Console. Our tool is designed to work with Amazon's standard report format. Just download the reports and upload them directly.

Your account health score (0-100) evaluates three key areas: Estimated Wasted Spend (40 points) - lower waste = higher score; Profitability (35 points) - based on your margin and incremental ROI; and Brand vs. Non-Brand Balance (25 points) - accounts with healthy non-branded keyword spend score better. Scores of 80+ indicate excellent optimization, 65-79 is good with some opportunities, 50-64 needs improvement, and below 50 has critical issues requiring immediate attention.

Incremental ROI (or incremental ROAS) shows the true return on ad spend by accounting for organic sales that would have happened anyway. Platform ROAS attributes all sales to ads, but incrementality analysis reveals which sales were actually caused by your ads. For example, if Amazon shows $5 ROAS but your incremental ROAS is $3, that means 40% of ad-attributed sales would have occurred organically. This insight helps you make smarter budget decisions and identify truly valuable keywords versus those capturing existing demand.

Estimated wasted spend is ad spend that's likely not driving incremental value. We identify waste through pattern analysis: search terms with zero sales, terms with extremely poor incremental ROI (below your profitability threshold), and deduplicated patterns where multiple similar terms show waste. The calculation uses your estimated margin and a baseline Customer Acquisition Cost (CAC) - if you don't provide a CAC, we default to 2x your margin. Terms with incremental ACOS above this threshold are flagged as waste.

You should never listen to anyone who claims their tool/process is 100% accurate! What we can say is our analysis will be a better representation than the account at face value, plus we are only using Amazon 1st party data. Our analysis uses methods based on a decade of Amazon advertising experience. We use this tool for our own accounts and always see improvements in our performance.

The free audit gives you instant health score, wasted spend estimates, and incremental ROI. The paid audit ($99) includes everything from the free version plus: complete search term-level pattern analysis for every keyword in the account, prioritized negative keyword recommendations with exact wasted spend, bid reduction recommendations with precise percentages, and comprehensive category breakdowns. The paid audit is your complete optimization roadmap with specific, actionable recommendations.

Each audit is independent - simply upload reports for each account separately. There's no limit on the number of audits you can run.

Absolutely. Your data security is our top priority. Uploaded files are processed entirely in memory during analysis and are never stored permanently on our servers. Once your session ends, all uploaded data is deleted. The Excel reports you download are generated fresh each time and also not stored. We don't share your data with third parties, and we don't use it for any purpose other than generating your audit results. Your Amazon data stays completely private.

Our audit tool works best for accounts spending $5K-$100K per month on Amazon Ads. On each end, accounts below $1K/month may not have enough data for statistically significant pattern detection, while accounts above $1M/month typically already have dedicated teams or agencies handling optimization. However, the tool can work for any account size - if you're unsure if it's right for you, try the free audit and see if the insights are valuable for your account.

We recommend running an audit monthly, quarterly, or whenever you notice performance issues based on your level of spend. The more you're spending, the faster you're collecting data and can surface impactful insights. Since each audit uses fresh data, so you can see how your account health and ROI improves over time as you implement optimizations.

Yes! While only Sponsored Products is required, we highly recommend uploading both Sponsored Products and Sponsored Brands Reports for a complete account view. The audit analyzes both campaign types together, identifies cross-campaign patterns, and gives you a holistic view of your entire Amazon advertising performance. You'll see insights for both SP and SB campaigns in your results.

The Excel report includes ready-to-use recommendations: Negative Keywords can be copied directly into your campaigns in Amazon Advertising Console; Bid Reductions show exact percentages to adjust in your campaign settings; and Growth Opportunities indicate where to increase bids or budgets. Start with the highest-impact recommendations first (they're prioritized by wasted spend or revenue potential). Most optimizations can be implemented in minutes directly in your Amazon account.

We offer consulting services for brands or agencies that need personalized guidance. Whether you want help implementing recommendations, developing a comprehensive optimization strategy, or longer-term strategic guidance, we can help. Contact us at [email protected] to discuss your needs. We also have a comprehensive Learn More page with detailed explanations of all metrics and results.