Weekly Brand Report · Sample
Sample client report · Amazon US · Weekly

Sales held at $1,298.70. Next week we cut ad waste, not add budget.

A real week from one of our client accounts, with the brand name and identifiers removed. One page for everything we ran on the account: sales, ads, listings, creative, stock, account health and open cases. Each section starts with the verdict, so you can stop reading when you have what you need.

Client
Sports training brand (anonymized)
Reporting week
Sep 22 – 28, 2026
Catalog
3 active ASINs
Prepared
Sep 29, 2026
Sources
Business Report · Ads Console
Brand manager
AmzCentric
The week in 30 seconds

Video ads are winning. One broad phrase target is leaking money.

Stable, needs efficiency
Total sales$1,298.7026 units · 26 orders
Sessions422744 page views
Conversion (unit session %)6.2%Healthy for a $49.95 trainer
Buy Box99.6%Range 99.5–99.8%, no issues
Ad spend$552.90SP $414.59 · SB $138.31
Ad-attributed sales$999.0020 orders · ROAS 1.81
ACOS55.4%Target next week: toward 45%
TACoS42.6%77% of sales came from ads

Wins

  • +Sponsored Brands video returned $3.25 per $1, and every one of its 9 orders came from a new-to-brand customer.
  • +All 3 listings rewritten and re-imaged in one week.
  • +Buy Box held at 99.5% or better on every ASIN.

Watch

  • !The "field hockey" phrase target in Phrase 1 spent $147.33 for 1 order.
  • !Ice Hockey Passer ads get seen but not clicked: 0.44% CTR.
  • !The Hockey Training Bundle had 3 sessions and no sales.
01 · Sales & traffic

Both hero products convert above 6%. Organic sales are still thin.

Conversion healthy

Shoppers who land on the page buy. The gap is how they get there: 77% of sales needed an ad click, so organic rank is the long-term fix.

Where each product's sales came from

Ordered sales split by Sponsored Products, Sponsored Brands and organic

Sponsored ProductsSponsored BrandsOrganic (est.)

Organic = total ordered sales minus ad-attributed sales

From ad impression to order

All campaigns, Sep 22–28

1 in 172 impressions became a click (0.58% CTR). That click-through rate is the weakest step, so this week's image work targets it directly.

Field Hockey Trainer

ASIN hidden · Hero SKU 1
87% ad-driven
Sales
$749.25
Units
15
CVR
6.28%
Sessions
239
Ad spend
$304.39
TACoS
40.6%

Top seller. Video ads do the heavy lifting (7 orders at 25% ACOS). Keep ads on while organic rank builds.

Ice Hockey Passer

ASIN hidden · Hero SKU 2
Low ad CTR
Sales
$549.45
Units
11
CVR
6.11%
Sessions
180
Ad spend
$248.51
TACoS
45.2%

Earns the most organically (~4 units). 28.7K ad impressions but 0.44% CTR. New main image went live this week, just as ice-hockey season starts.

Hockey Training Bundle

ASIN hidden · Bundle SKU
No sales
Sales
$0.00
Units
0
CVR
—
Sessions
3
Ad spend
$0.00
TACoS
—

Not advertised, so it gets almost no traffic. Decision needed: support it for the gift season or wind down its stock.

02 · Advertising (PPC)

Sponsored Brands took 25% of spend and delivered 45% of ad sales.

ACOS 55.4%

The account does not need more budget. It needs the budget moved: 9 search terms produced every converting Sponsored Products order while 161 others spent $342.74 with no sale.

Share of spend vs share of sales

Sponsored Products vs Sponsored Brands

Sponsored ProductsSponsored Brands
SB ACOS
30.8%
SP ACOS
75.5%
Avg. CPC
$1.46

Top campaigns by spend

Grey = spend, blue = sales. Longer blue than grey means profit on ads.

~$80

would have been saved this week with zero lost orders by negating clearly irrelevant searches: ball packs, sticks, goals and the generic word "hockey". Adding those negatives is the first change next week.

Harvest into exact match

Search terms that produced orders

Negate or lower bids

Search terms that spent without an order

CampaignTypeSpendOrdersSalesACOSOur action

Top 10 of 21 campaigns by spend. 12 campaigns spent $89.25 without an order. Campaigns launched Sep 21–24 have under a week of data and are judged next week.

03 · Listings & brand operations

Every active listing was rewritten this week.

On schedule

Copy, keywords and structure were updated on all 3 ASINs, and all 21 live campaigns now follow one naming system, so every future report reads the same way.

  • ✓Listing copy rewritten on 3 ASINsSearch-led copy built from the keyword research, checked against Amazon's current title and highlight limits.TitleBulletsItem highlightsBackend keywordsDescriptionDone
  • ✓Campaign structure cleaned up21 active campaigns and their ad groups renamed to one standard structure for clean reporting.Done
  • ✓4 new Sponsored Products campaigns launchedCore Capture, Brand Defense, Gift Intent and Conquest for the Hockey Trainer.Done
  • ○A+ Content refreshNext in the queue once the secondary images are finished.Up next

What changed on the page, per ASIN

ElementField HockeyIce PasserBundle
TitleUpdatedUpdatedUpdated
Bullets & highlightsUpdatedUpdatedUpdated
Backend keywordsUpdatedUpdatedUpdated
Main imageUpdatedUpdatedUpdated
Secondary imagesIn progressLiveIn progress
A+ ContentNextNextNext
04 · Creative & graphics

Video converts at 9.1%, more than double the Sponsored Products rate.

Video performing

New main images are live on all 3 listings. The goal is simple: lift the Ice Hockey Passer's click-through rate from 0.44%. We read the result next week.

Sponsored Brands video

5-second views
1,270
Complete views
158
Detail-page views
170
New-to-brand orders
9 of 9

Click-to-order rate by format

Field Hockey video campaign vs Sponsored Products average

  • ✓Main images, 3 listingsUploaded and live.
  • ✓Ice Hockey Passer image stackSecondary images live on the product page.
  • ◐Remaining secondary imagesDue within 24–48 hours.
  • ✓New pro demo video adLaunched Sep 24, in learning phase.
05 · Inventory & forecasting

Stock covers the season start. The Ice Hockey Passer reorder is due in October.

Reorder window opening

We forecast from this week's sell-through (15 and 11 units) plus the ice-hockey season lift, then work back from supplier lead time so a stockout never kills the ranking we are paying to build.

Projected units on hand, next 8 weeks

Dashed line = reorder point (lead time × forecast weekly sales)

Ice Hockey PasserField Hockey Trainer

Includes 100-unit inbound shipment arriving week 3 · 6-week supplier lead time

ASINOn handInboundUnits / wkWeeks of coverStatus
Field Hockey Trainer18001512.0Healthy
Ice Hockey Passer12010011 → 268.5PO by Oct 27
Hockey Training Bundle3800—Aging risk

Ice Hockey Passer demand is modelled to rise from 11 to 26 units a week by late November as the season peaks. Placing the PO by Oct 27 keeps it in stock through the holiday gift window.

Bundle stock earns storage fees with no sales. Recommend a low-bid gift campaign in November, or a removal order if it still does not move.

06 · Account health

No policy violations. Buy Box held on every ASIN.

Healthy

We check Account Health daily, because a single unanswered violation can suppress a listing or the whole account. Nothing needs action this week.

Account Health Rating1,000Healthy
Order Defect Rate0.00%Amazon target: under 1%
Policy violations0IP, listing, safety and restricted product
Buy Box99.6%99.77% Field · 99.51% Ice
Inventory Performance Index612Above Amazon's storage-limit threshold
Stranded / suppressed0Listings checked after every edit
Average star rating4.4 ★Across active ASINs
Negative feedback0Last 30 days
07 · Cases & tickets

3 cases handled, 2 closed, 1 claim pending.

1 open

We open, chase and close every Seller Support case ourselves and log each one here, so nothing waits on the brand owner.

Seller Support · Opened Sep 24

New main image not showing on Ice Hockey Passer

Resolved

Image cache refresh requested after upload. Confirmed live on the product page.

Sep 24 opened→Sep 26 resolved
Ads moderation · Opened Sep 23

Video ad creative review for pro demo video

Approved

Creative approved on first submission. Campaign launched Sep 24.

Sep 23 submitted→Sep 24 live
FBA reimbursement · Opened Sep 25

Units lost at fulfillment center

Pending

Claim filed with inventory ledger evidence. Follow-up scheduled if Amazon has not responded by the next report.

Sep 25 filed→Awaiting Amazon

Case summary

Opened this week
3
Closed this week
2
Avg. time to close
1.5 days
Pending reimbursement
$99.90

What we handle: listing and image issues, Brand Registry, FBA reimbursements and fee disputes, stranded inventory, policy appeals and account health responses.

08 · Data tracking

Four changes are running. Each has a baseline and a date we judge it.

Measuring

Every change we make gets a baseline from this week's data, so next week's report can say plainly whether it worked.

New main image, Ice Hockey Passer

Read Oct 6
Baseline CTR
0.44%
Target
0.80%+
Result
—

Negatives + budget shift in SP

Read Oct 6
Baseline SP ACOS
75.5%
Target
< 60%
Result
—

Price test at $65

Read Oct 13
Baseline CVR
6.2%
Hold at least
5.0%
Result
—

5 new campaigns (Sep 21–24)

Read Oct 6
Spend so far
$21.02
Orders
1
Result
Learning

Data pulled every week from Business Reports, Campaign Manager, search term reports, Brand Analytics and Search Query Performance.

09 · Action plan for next week

Lower ACOS without losing a single order.

Week of Sep 29
Sponsored Products ACOS75.5% → <60%

Negatives, lower bids on broad phrase, exact-match harvest.

Total ACOS55.4% → 45%

Scale the Field Hockey video campaign 10–15%.

Price, 2 hero ASINs$49.95 → $65

Test margin headroom while watching conversion.

  1. Add negatives for ball, stick, goal and generic "hockey" termsPhrase 1, Auto ICE · ~$80/week saved
  2. Lower the "field hockey" phrase bid in Phrase 1Largest single leak: $147.33 for 1 order
  3. Move 9 converting search terms into exact matchThey produced every SP order at 10.8% ACOS
  4. Raise the Field Hockey video bid 10–15%25.2% ACOS, 35% of all ad sales
  5. Cut bids 25% on Broad-ICE and Phrase-ICE$54.51 spent, no orders
  6. Finish remaining secondary imagesWithin 24–48 hours
  7. Start the A+ Content refreshAfter images are complete
  8. Raise Ice Hockey Passer and Field Hockey Trainer to $65Conversion checked daily for 2 weeks
This is what our clients get every Monday

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AmzCentric© 2026 AmzCentric · Amazon brand management, PPC and account operations · Sample report, client anonymizedData: Seller Central Business Report & Amazon Ads Console, Sep 22–28, 2026