Three exports cover almost everything: the Sponsored Products Search Term report for at least 60 days, the Business Report by ASIN for sessions and conversion rate, and a Bulk Operations file for the full campaign structure, bids and negatives. Together these show what you paid for, what converted, and how the account is put together — without needing account access.
What each one answers
The Search Term report shows the actual customer searches you paid for, with clicks, spend and orders per term. This is where wasted spend becomes visible.
The Business Report gives sessions and Unit Session Percentage per ASIN, which separates a traffic problem from a conversion problem.
The Bulk file exposes structure — duplicate keywords across campaigns, missing negatives, bids set far from value, and campaigns competing with each other.
Why 60 days minimum
Shorter windows do not produce enough clicks per keyword to distinguish a genuinely bad term from normal variance. Judging keywords on two weeks of data usually means negating terms that were merely unlucky.
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