What is Purchased Product Report?
Amazon Purchased Product Report
Amazon report pairing the advertised ASIN with the product actually bought after the click, which is how halo sales become visible.
The purchased product report pairs two ASINs on every row: the one you advertised and the one the shopper actually bought after clicking. It is the only report that names the halo, and it only ever contains products from your own catalogue.
What the pairing reveals
| Pattern in the row | Reading |
|---|---|
| Advertised and purchased ASIN match | The campaign is ranking its own product |
| Purchased ASIN is a sibling variation | Shoppers want a different size, colour or pack from the one being advertised |
| Purchased ASIN is a complement | The keyword may belong to that product, or the pair is worth targeting deliberately |
| Purchased ASIN is another of your listings on the same query | Two of your listings are competing for one query |
A hypothetical worked example
The figures are invented. Suppose a campaign advertising a single water bottle shows 60 orders, of which 20 are for the two pack of the same product. Those 20 orders are genuine revenue, but they are not evidence that the advertised single is winning the query. The likely fix is to advertise the two pack on that query, not to raise the bid on the single.
Four practical uses
- Find complements worth targeting on purpose. A product bought repeatedly after clicks on another is a candidate for product targeting rather than an accident to be tolerated.
- Catch variation leakage. When clicks land on one child and buyers consistently choose a different one, the advertised child is the wrong entry point.
- Check cannibalisation. Two of your own listings converting on the same query means you are paying twice to compete with yourself.
- Audit the harvest queue. A term whose orders all belong to other ASINs should not be promoted into a campaign built to rank the advertised one.
Read it with the same SKU columns
Halo sales flatter a campaign's ACoS, because the spend belongs to one product and part of the revenue belongs to another. The advertised product report gives you the size of that effect as a same SKU share, and the purchased product report tells you where the rest of the money went. Use them together before concluding that a keyword performs.
One limitation to keep in mind: the report only shows products from your own catalogue. A purchase from a competitor after a click on your ad is not attributed to you and never appears.
Examples
- →A single unit listing whose ad clicks convert into two pack orders, pointing at the wrong advertised child
- →Two of your own ASINs converting on the same query, competing for one click
Related Terms
Advertised Product Report
Amazon report showing performance per advertised ASIN or SKU, including how much of the return came from the advertised product.
ASIN Targeting
Targeting specific product listings (ASINs) to show your ads on their detail pages.
Keyword Harvesting
Finding high-performing search terms from auto campaigns and adding them as targeted keywords.
Orders
Purchase events attributed to an ad click within its attribution window, counted per basket rather than per item.
Attribution Window
The period after an ad click in which a purchase is still credited to that ad, and to the click date rather than the purchase date.
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