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By Mansour Norouzi · September 15, 2025 · Curated by George's Blog
Nope, these graphs aren’t from any fancy software. They’re straight from Amazon.
A few months ago, Amazon quietly launched Custom Analytics inside the Advertising Console under Reporting. Since then, they’ve been adding more charts, templates, and ways to slice data - account level, product level, even Search Query Performance (way easier than digging through the Brand Metrics tab).
Is it the best analytics tool out there? Not yet, Amazon Ads data + market share metrics are still missing. But honestly, it’s a great underestimated tool that I now check every single day.
A few things I wish Amazon would add:
➤ Amazon Ads metrics
➤ Market metrics for SQP (click rate, purchase rate, etc. We only see our own brand data)
➤ Custom functions so we can create new metrics (imagine calculating keyword CVR by simply dividing purchases by clicks inside the dashboard)
👉 Let me know in the comments if you want me to record a walkthrough video breaking down the details. There are so many small things in here that can make a big difference.