Amazon Rolls Out Performance Reporting for Sponsored Prompts in Campaign Manager
Amazon adds a dedicated Prompts tab in Campaign Manager that lists every Sponsored Prompt with at least one click, showing impressions, clicks, CTR and purchase counts. Data can be downloaded as CSV or pulled via the /v2/sp/prompts API endpoint. Example: a “pulse function” prompt recorded 3 clicks, 2.4% CTR and 5 sales.
Overview
Amazon has added a dedicated reporting view for Sponsored Prompts, the AI‑driven ad format that appears alongside the Rufus conversational assistant. The new tab in Campaign Manager lets advertisers pull impression, click and purchase numbers for each prompt, giving sellers their first granular insight into how these question‑style ads perform. Understanding this data is essential for anyone using Sponsored Prompts to drive traffic and sales on Amazon.
Key Points
- New Prompts tab — Campaign Manager now hosts a separate section that lists every Sponsored Prompt that generated at least one click, together with its performance metrics.
- Prompt‑level data — Sellers can see impressions, clicks, click‑through rate (CTR) and purchase information for each individual question, enabling direct comparison of which prompts drive the most conversions.
- Multiple access points — The information is viewable in the web UI, downloadable as CSV reports, and reachable via the Amazon Advertising API for automated analysis.
- Prompt type split — Sponsored Products prompts focus on single‑item features, while Sponsored Brands prompts allow broader brand‑level messaging, and each type is reported separately.
- Beta limitations — Data may be sparse for low‑volume items, and prompts are currently limited to product detail pages, not search results or other placements.
How the Prompts Tab Works
- Listing qualified prompts — The tab pulls in any prompt that recorded at least one click during the selected date range. For example, a prompt reading “Does this blender have a pulse function?” that received three clicks will appear as a separate line item.
- Displaying core metrics — Each row shows the exact question text, the associated creative (image or headline), total impressions, total clicks, CTR, and the number of purchases attributed to that prompt. A seller of a kitchen gadget could see that the “pulse function” prompt generated a 2.4 % CTR and five sales, while another prompt about “dishwasher safety” only yielded a 0.6 % CTR with no purchases.
Analysis & Recommendations
Why This Matters
Sellers now see prompt‑level performance, enabling them to pause low‑CTR prompts (e.g., <0.5% with no sales) and allocate budget to high‑performing questions (e.g., 3.8% CTR with strong conversion). This granular data drives better ad spend and product listing improvements.
Key Takeaways
- Prompts tab lists every Sponsored Prompt with ≥1 click and displays impressions, clicks, CTR, and purchase numbers.
- Metrics are exportable as CSV and accessible via the Advertising API endpoint /v2/sp/prompts.
- Sponsored Products and Sponsored Brands prompts are reported separately in the new view.
- Sellers can pause prompts with CTR below 0.5% and no purchases, and boost prompts with CTR up to 3.8% and strong conversion.
Recommended Actions
- →Open Campaign Manager > Prompts tab, review each prompt’s CTR and purchase count, and pause any prompt with CTR <0.5% and zero sales.
- →Click the “Download” button in the Prompts tab to export the full report as a CSV for deeper analysis.
- →Integrate the /v2/sp/prompts API endpoint into your BI tool to automate daily monitoring of prompt‑level performance.
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