Until recently, ConnectBooks did not itemize Amazon brand ads — including Brand Video and Sponsored Brand ads. This was because, unlike PPC ads, Amazon does not provide a breakdown of brand ad spend by SKU. With PPC, Amazon clearly shows how much was spent on each individual SKU through their API. But with brand ads, the promotion is for a brand, not a specific product, so no such item-level data existed.
Starting August 1st, we found a way to itemize brand ads. Amazon includes a field called "Creative ASIN" when setting up a brand ad. This field contains one or more ASINs (usually up to three) that are featured in the ad. ConnectBooks now uses this information to allocate brand ad spend.
Here’s how it works:
If an ad features one ASIN, we allocate 100% of the spend to that ASIN.
If there are two or three ASINs, we split the spend equally among them.
If an ASIN has multiple SKUs, we divide the spend evenly among those SKUs.
However, this method has a known limitation. Some users have noted that ad spend is being allocated to SKUs that don’t have any sales, which can make SKU-level reports seem inaccurate. As a temporary solution, we recommend viewing brand ad spend by ASIN, rather than by SKU.
We’re actively working on a fix that will allocate brand ad spend only to active SKUs to improve accuracy.