Amazon Advertising Data
Amazon Ads API and DSP data in DataHawk, including account, campaign, keyword, product, Brand Store, and freshness notes.
This page is the reference for Amazon advertising data in DataHawk. Most performance tables live in the ADVERTISING schema, while account and portfolio lookup tables live in REFERENTIAL. Use this page to understand the main table families, then use the Exhaustive Column Referential for the current column-level reference.
To connect your Amazon Advertising account so these tables start populating, see Amazon Private Data - Advertising Account.
Exact columns, data types, and descriptions live in the Exhaustive Column Referential. This page explains which table family to use and what each family is for.
Aggregated performance tables
Start here for most dashboarding and BI work. These tables aggregate Amazon advertising data into common analysis grains: account, campaign, keyword, product, and SKU.
Advertising tables can differ by grain: account, campaign, keyword, product, SKU, or date. Before joining tables or summing metrics, confirm the grain in Find Tables and Columns.
Sponsored Products source reports
These tables stay close to Amazon Sponsored Products reporting surfaces. Use them when you need report-style data for reconciliation, audit work, or deeper optimization beyond the aggregated tables.
Sponsored Brands and Sponsored Display
Sponsored Brands and Sponsored Display data has its own campaign and report tables. Use these when you need campaign-type-specific analysis, especially brand-building metrics such as NTB where Amazon exposes them.
Brand Store and DSP
Amazon Brand Store and DSP data sit alongside sponsored-ads performance, but they answer different questions: owned-store engagement and upper-funnel / programmatic advertising performance.
Advertising referentials
Use these lookup tables to connect advertising facts to account, report, and portfolio metadata.
Data freshness and history
- Backfill at connection: DataHawk retrieves up to 60 days of Amazon Advertising history when you connect an account.
- Daily refresh: advertising data is updated daily.
- Recent data can be incomplete: the latest 24-48 hours may still be processing on Amazon's side or in DataHawk's sync.
- API limitations apply: some metrics, reports, campaign types, or marketplaces depend on what Amazon exposes through the Ads API.
- Marketplace coverage can vary: the Amazon Advertising setup page notes that some marketplaces are not supported for Sponsored Ads data because of Amazon API availability.
Attribution and metric notes
Ad performance metrics use Amazon's 14-day post-click attribution window for sales, orders, and conversions. DSP RoAS uses Total Cost (not Ad Spend) and includes both view-through and click-through attribution within the same 14-day window.
For exact metric definitions in dashboards, see Advertising Power BI Dashboard.
Where to go next
Connect an Amazon Advertising account
Step-by-step setup to start populating Amazon advertising tables.
Find Tables and Columns
Use the source-of-truth schema reference to find exact columns and data types.
Advertising Power BI Dashboard
Dashboard methodology, filters, metrics, and DSP reporting notes.
Amazon Ads API documentation
Amazon's official developer documentation for the underlying advertising APIs.