EP441: Your Amazon Ads Move Into Creator Videos Nov 11
Amazon FBA operators now face mixed creator ad clicks inside standard Sponsored Products reports.
Key Takeaways
- Find the Creator Report under Participating creators in your Amazon Ads account
- Check the deny list page to see which creators earned CPC in your account
- Adjust your strategy when creator traffic mixes with standard ad data
- Protect your margins by identifying the source of your ad clicks
The Creator Leak
Amazon just mixed creator storefronts into your regular ad reports. Now, clicks from creators sit right next to your standard ads. That is a good thing, until you realize you can no longer easily tell the signal from the noise. This is where brands get burned. A creator handle that does not fit your strategy can quietly waste your money. Think of it like a junk drawer. You have useful tools, but also old batteries and broken pens. I read the new report structure. It is messy. But it is also a chance to clean house. I will show you how to use the new deny list to block the wrong names. Then, at the close, I give you The Voltage 3. It is a quick audit to keep your ad spend clean and your brand safe. That is the payoff. You walk away with a cleaner account and a safer brand. That is today's Voltage 3 challenge, delivered at the close.
Why the Shift Matters
But before we get to today's Voltage 3, let us look at why this change actually matters for your margin. For years, Amazon kept creator placements under off-Amazon settings. It was a separate bucket. You could look at your off-Amazon report and see what was happening. You could also look at your on-Amazon report and see your search and display ads. Clean separation. Now, that separation is gone. Starting November 11, creator storefront activity is managed as on-Amazon Sponsored Products. That is a huge shift. Think about it. A creator might be pushing a product that looks like yours, or one that competes with yours, or one that just does not match your brand image. If that traffic comes through a creator storefront, it now lives in the same place as your core Amazon Ads. If you are not looking at the right report, you are flying blind. I was reading the Amazon email on this, and my first reaction was, "This is a leak." Why? Because many sellers treat creator placements as a mystery. They see a spike in clicks but do not know where they came from. They see a dip in conversion and assume it is their listing. But it might be a creator sending the wrong kind of shopper. Here is the move. You need to find the new Creator Report. It sits on the deny list page under Participating creators. It shows you which creators earned CPC, aggregated across all your campaigns. That is your window into the traffic. Then you need to use the account-level deny list. If a creator handle conflicts with your brand strategy, you block them. Simple. The other part is placement reporting. Creator storefront activity still shows up as "Other - On Amazon" in the Placement Report. In Campaign Manager, under Measuring and Reporting, you track that line separately. If you do not, you are mixing creator traffic with your core search data. That is how you lose visibility. This is not about hating creators. Some are great. But you need to know who they are and what they are doing for your account.
The Kitchen Tool Trap
Let me walk you through what this looks like in a real account. Say you have a brand that sells premium kitchen tools. You have a strong listing. Good images. Solid reviews. You are running Amazon Ads for your main search terms. You are happy. Then November 11 hits. You log into Amazon Ads. You open your Sponsored Products. You see a new line item. It says Other On Amazon. You click it. You see traffic. But you do not know who sent it. You check the off-Amazon report. It is quiet. You think, okay, this must be my search ads. But it is not. It is a creator storefront. Now, what if that creator is promoting a cheap, no-name version of your product? Their audience expects a low price. They click your listing because it is similar. They see your price. They leave. Your click-through rate looks okay. But your conversion rate drops. Fewer shoppers are buying. You blame your listing. You start changing your images. You lower your price. You burn cash. That is the trap. The creator traffic is polluting your core Amazon Ads data. You cannot fix it because you do not know it is happening. It is like trying to fix a leaky roof by painting the ceiling. You are working hard, but you are looking at the wrong wall. So here is what you do. First, you open the deny list page. You find the Creator Report. You look at the participating creators. You see one handle that is pushing a competitor product. You add it to the account-level deny list. That creator is gone from your placements. Second, you go to the Placement Report. You isolate Other On Amazon. You track it separately from your search ads. Now you can see if that traffic is converting. If it is not, you know it is not your listing. It is the source. Third, you decide if you want to opt out entirely. If you prefer your products do not appear through creators, you open a Contact Us case with Ad Support. You request removal. This is how you protect your margin. You stop guessing. You start looking at the right data. If you want to break down how to manage ad performance at scale, go listen to episode three hundred ninety nine to dig into that further. It covers the broader shift in how Amazon is handling these new placements. That is the bigger picture here.
The Voltage 3
The Voltage 3. Three moves for today. Number one. Open your Amazon Ads account and find the deny list page. Look for the Creator Report under Participating creators. See which creators earned CPC in your account. Check: You can see the list of creators and their aggregated CPC costs in the date range you selected. Number two. Review those creators. If any handle conflicts with your brand strategy, add it to the account-level deny list. Check: You have blocked at least one creator that does not fit your brand, or you confirmed that all participating creators are a good fit. Number three. Open the Placement Report in Campaign Manager under Measuring and Reporting. Find the "Other - On Amazon" line. Track it separately from your core search data. Check: You have a view of your creator placement performance that is not mixed with your main Sponsored Products metrics. Do these three before tomorrow's episode. It takes ten minutes. It stops the leak. Complete all three before the next daily episode.
Episode Summary
Amazon FBA operators now face mixed creator ad clicks inside standard Sponsored Products reports. This change hides the true cost of your Amazon Ads spend and skews your margin analysis. For years, Amazon kept creator placements in a separate bucket under off-Amazon settings. Now, those clicks sit right next to your standard ads. You can no longer easily separate creator-driven traffic from standard ad clicks. This episode explains how to find the Creator Report under Participating creators in your Amazon Ads account. It shows you how to check the deny list page to see which creators earned CPC in your account. This matters for your margin when you cannot easily tell the source of your traffic.
The core insight is that creator traffic mixes with standard ad data. If you are running Amazon Ads for a premium kitchen tool brand with strong images and solid reviews, you need to know which clicks came from a creator and which came from a standard search. A creator handle that does not fit your brand can drag down performance. You must identify these clicks to adjust your strategy. The episode covers the specific location of the Creator Report in your account settings. It explains why this mix matters for your margin.
Practical moves include opening your Amazon Ads account and finding the deny list page. Look for the Creator Report under Participating creators. See which creators earned CPC in your account. You can see the list of creators and their aggregated CPC costs in the date range. This helps you understand the true cost of your ad spend. You can then adjust your strategy when creator traffic mixes with standard ad data.
This episode helps Amazon and ecommerce sellers at every level. It is not just for large operators. Beginners and advanced operators both need to know this. The change affects everyone running Amazon Ads. You need to protect your margins. You need to understand your traffic sources. The episode provides a clear path to do this.
Why it matters now is that Amazon has changed its reporting structure. You can no longer rely on old methods. You must adapt to the new system. This is where brands get burned. You need to be proactive. You need to check your reports. You need to adjust your strategy. This episode gives you the tools to do that. It is a must-listen for any Amazon seller.
Frequently Asked Questions
Where do I find the Creator Report in Amazon Ads?
Look under Participating creators in your Amazon Ads account. The Creator Report shows which creators earned CPC in your account. This helps you separate creator-driven traffic from standard ad clicks. It is a critical step in understanding your ad spend.
Why does mixing creator clicks matter for my margin?
Creator traffic can skew your margin analysis. If you cannot tell the source of your traffic, you may overpay for clicks. This change hides the true cost of your Amazon Ads spend. You need to adjust your strategy to protect your margins.
How do I check which creators earned CPC in my account?
Go to the deny list page in your Amazon Ads account. Look for the Creator Report under Participating creators. You can see the list of creators and their aggregated CPC costs in the date range. This helps you understand the true cost of your ad spend.
Full Transcript
The Creator Leak
Amazon just mixed creator storefronts into your regular ad reports. Now, clicks from creators sit right next to your standard ads. That is a good thing, until you realize you can no longer easily tell the signal from the noise. This is where brands get burned. A creator handle that does not fit your strategy can quietly waste your money. Think of it like a junk drawer. You have useful tools, but also old batteries and broken pens. I read the new report structure. It is messy. But it is also a chance to clean house. I will show you how to use the new deny list to block the wrong names. Then, at the close, I give you The Voltage 3. It is a quick audit to keep your ad spend clean and your brand safe. That is the payoff. You walk away with a cleaner account and a safer brand. That is today's Voltage 3 challenge, delivered at the close.
Why the Shift Matters
But before we get to today's Voltage 3, let us look at why this change actually matters for your margin. For years, Amazon kept creator placements under off-Amazon settings. It was a separate bucket. You could look at your off-Amazon report and see what was happening. You could also look at your on-Amazon report and see your search and display ads. Clean separation. Now, that separation is gone. Starting November 11, creator storefront activity is managed as on-Amazon Sponsored Products. That is a huge shift. Think about it. A creator might be pushing a product that looks like yours, or one that competes with yours, or one that just does not match your brand image. If that traffic comes through a creator storefront, it now lives in the same place as your core Amazon Ads. If you are not looking at the right report, you are flying blind. I was reading the Amazon email on this, and my first reaction was, "This is a leak." Why? Because many sellers treat creator placements as a mystery. They see a spike in clicks but do not know where they came from. They see a dip in conversion and assume it is their listing. But it might be a creator sending the wrong kind of shopper. Here is the move. You need to find the new Creator Report. It sits on the deny list page under Participating creators. It shows you which creators earned CPC, aggregated across all your campaigns. That is your window into the traffic. Then you need to use the account-level deny list. If a creator handle conflicts with your brand strategy, you block them. Simple. The other part is placement reporting. Creator storefront activity still shows up as "Other - On Amazon" in the Placement Report. In Campaign Manager, under Measuring and Reporting, you track that line separately. If you do not, you are mixing creator traffic with your core search data. That is how you lose visibility. This is not about hating creators. Some are great. But you need to know who they are and what they are doing for your account.
The Kitchen Tool Trap
Let me walk you through what this looks like in a real account. Say you have a brand that sells premium kitchen tools. You have a strong listing. Good images. Solid reviews. You are running Amazon Ads for your main search terms. You are happy. Then November 11 hits. You log into Amazon Ads. You open your Sponsored Products. You see a new line item. It says Other On Amazon. You click it. You see traffic. But you do not know who sent it. You check the off-Amazon report. It is quiet. You think, okay, this must be my search ads. But it is not. It is a creator storefront. Now, what if that creator is promoting a cheap, no-name version of your product? Their audience expects a low price. They click your listing because it is similar. They see your price. They leave. Your click-through rate looks okay. But your conversion rate drops. Fewer shoppers are buying. You blame your listing. You start changing your images. You lower your price. You burn cash. That is the trap. The creator traffic is polluting your core Amazon Ads data. You cannot fix it because you do not know it is happening. It is like trying to fix a leaky roof by painting the ceiling. You are working hard, but you are looking at the wrong wall. So here is what you do. First, you open the deny list page. You find the Creator Report. You look at the participating creators. You see one handle that is pushing a competitor product. You add it to the account-level deny list. That creator is gone from your placements. Second, you go to the Placement Report. You isolate Other On Amazon. You track it separately from your search ads. Now you can see if that traffic is converting. If it is not, you know it is not your listing. It is the source. Third, you decide if you want to opt out entirely. If you prefer your products do not appear through creators, you open a Contact Us case with Ad Support. You request removal. This is how you protect your margin. You stop guessing. You start looking at the right data. If you want to break down how to manage ad performance at scale, go listen to episode three hundred ninety nine to dig into that further. It covers the broader shift in how Amazon is handling these new placements. That is the bigger picture here.
The Voltage 3
The Voltage 3. Three moves for today. Number one. Open your Amazon Ads account and find the deny list page. Look for the Creator Report under Participating creators. See which creators earned CPC in your account. Check: You can see the list of creators and their aggregated CPC costs in the date range you selected. Number two. Review those creators. If any handle conflicts with your brand strategy, add it to the account-level deny list. Check: You have blocked at least one creator that does not fit your brand, or you confirmed that all participating creators are a good fit. Number three. Open the Placement Report in Campaign Manager under Measuring and Reporting. Find the "Other - On Amazon" line. Track it separately from your core search data. Check: You have a view of your creator placement performance that is not mixed with your main Sponsored Products metrics. Do these three before tomorrow's episode. It takes ten minutes. It stops the leak. Complete all three before the next daily episode.
Stay High Voltage
Want today's Voltage 3 written out? The Daily Amazon Seller puts the three tips in your email, plus a free Alexa Gap Audit. Go to voltagedm.com/amazonsellernewsletter. We run more than twenty-five brands of our own. Come find us at voltagedm.com. Do something imperfectly and something perfect will happen along the way. Until tomorrow, stay high voltage.
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