Overview

On June 8 2022 Helium 10 reported that Amazon’s Sponsored Display platform now includes a “Matched Target Reporting” layer. This addition supplies advertisers with performance data tied to each individual target—whether a competitor ASIN, product category, or interest audience—so sellers can directly see how specific placements drive clicks, spend, and sales. The new visibility is essential for brands that depend on Sponsored Display to defend market share and capture incremental revenue.

Key Points

• Target‑level metrics — Advertisers can break down impressions, clicks, spend, and sales for each matched target, such as a rival’s ASIN or a defined product category.
• Daily refresh — The report updates every 24 hours, enabling sellers to pause low‑performing targets within the same day instead of waiting for weekly summaries.
• Cross‑campaign aggregation — Data from all Sponsored Display campaigns is consolidated, so a single view shows how a target performs across product‑targeting and audience‑targeting ad sets.
• Precise ROAS calculation — By linking each sale back to the exact target that generated the click, sellers can compute true return on ad spend for individual competitors or interest groups.
• Automated cost alerts — Helium 10’s interface flags any target whose cost‑per‑click exceeds a user‑defined threshold, prompting immediate review.
• Strategic budget shifting — The granular view makes it possible to reallocate spend from under‑performing targets to high‑return ones without increasing overall ad budget.

How Matched Target Reporting Works

1. Select matched targets — While building a Sponsored Display campaign, the seller chooses specific targets such as competitor ASINs, complementary categories, or interest‑based audiences. For example, a brand selling organic peanut butter might add a rival brand’s ASIN and the “nut butter” category as separate targets.
2. Capture target‑specific activity — As the ads run, Amazon records every impression, click, and downstream purchase for each target. The system attributes a sale to the exact target that triggered the click, even if the conversion occurs days later. In the peanut‑butter case, a shopper who clicks the ad displayed next to the rival’s product and later buys the seller’s jar is logged under that rival ASIN target.