AMC analysis for Sponsored Products: tables, fields, example

In short: Sponsored Products data lives in `sponsored_ads_traffic` with `ad_product_type = sponsored_products`. Besides impressions and clicks the table holds the shopper's search term, the targeted keyword and the match type. Sponsored Products only incur cost on clicks, `spend` is in microcents and must be converted to euros or dollars.

The table

Sponsored ads events are in sponsored_ads_traffic (audience variant: sponsored_ads_traffic_for_audiences). The table contains impression events, click events and video creative messages from Sponsored Products, Sponsored Brands, Sponsored Display and Sponsored TV. There is one record per impression and one per click.

Use the field ad_product_type to filter to the product. For this page: sponsored_products. Possible values according to Amazon are sponsored_products, sponsored_brands, sponsored_display and sponsored_television.

What matters for this ad type

  • customer_search_term is the text a shopper typed into Amazon search, not the advertiser's keyword. targeting is the keyword you targeted.
  • match_type shows how closely search term and keyword matched (BROAD, PHRASE and further values).
  • According to Amazon Sponsored Products only incur cost on click events, so impression rows carry no spend.
  • To connect search term and purchase the keyword clustering playbook uses the conversion tables.

Example

SELECT
  campaign,
  SUM(impressions) AS impressions,
  SUM(clicks) AS clicks,
  SUM(spend) / 100000000 AS spend_in_currency
FROM
  sponsored_ads_traffic
WHERE
  ad_product_type = 'sponsored_products'
GROUP BY
  campaign
Impressions, clicks and cost per campaign. The example has not been run on an AMC instance; fields and units are checked against the docs.

Units

spend is stated in microcents. Divide by 100,000,000 to get dollars or your local currency (100,000,000 microcents are 1 dollar). The currency is in the field currency_name.

Sources: Amazon Ads API: Sponsored ads traffic · Amazon Ads API: amazon_attributed_events_by_conversion_time (retrieved 2026-10-09)

Keep reading: Playbook: keyword clustering · All ad types