Amazon's dashboards tell you what your ads sold. The MRI follows every ad dollar to the product that actually got bought, and tells you whether that spend is making you money.
Load any reports you have; every one is optional, and the halo report alone unlocks the spend map. Nothing you upload is saved anywhere: it all stays in this browser, and the moment you close this tab it is gone.
The sample uses a made-up catalogue, so you can see every section before you download anything.
See it withDoctor’s adviceOne marketplace per run. Never mix reports from different marketplaces. New here? Read how to pull each report.
DUMMY DATA · All ten reports are loaded with a made-up lighting brand, August against July, so you can see every section of a full scan. None of it is a real account. Upload your own reports and it is replaced instantly.
Overview
Follow the spend
Swipe sideways to see where the sales landed.
Your full scan is ready
You're seeing the headline. The rest of your scan (the pause table, the product board, what changed, search terms, placements and the action list) unlocks with your details. Your report files still never leave this browser.
If you paused it
Anatomy of the halo
What the halo actually is
Halo inside the same parent = the buyer clicked one version and bought another version of the SAME product (a different colour or size). Halo across parents = the buyer clicked one product and bought a DIFFERENT product. Only the second one is your ads selling extra products.
How to read it before you act on it
Top performers
Top 10 selling ASINs
Top listings by ad-attributed sales landed on them (promoted plus halo in), against the ad spend each one carries. A tall green bar over a short red one is a listing earning more than it pays for.
Creators and receivers
Top 10: who creates the halo
The 10 ASINs whose ads make the most sales land on OTHER products. Grey = sales on their own listing (what ACOS sees). Green = sales their ads made on other products (what ACOS misses).
Top 10: who lives off it
The 10 ASINs that GET the most sales from other listings’ ads. Purple = sales that came from someone else’s campaign. Grey = sales their own ads made.
Spend against profit
Ad spend against net profit: top 10 by profit
Your 10 most profitable ASINs. Red = ad spend, green = net profit. When the red bar gets close to the green bar, that ASIN has no room left to push harder.
Where the money goes
Every pound, accounted for
The waterfall, labelled
Each line as a share of gross sales. Reimbursements are credited back into net profit.
The board
What changed since last period
Where the sales flow
Left = the ASIN that was advertised. Right = the ASIN the buyer actually bought. Rows marked “cross” are your ads selling a different product.
Campaign contribution
Each campaign, what it advertises, and what it really sells. Halo share = how much of its money came from products it was NOT advertising. One caution: Sponsored Brands counts a sale on a sister variation as promoted, so its promoted number looks better than it really is.
Search term audit
Campaigns: performing and not
Every campaign in the search term report, ranked by spend. Wasted is spend on terms that produced no sales. The verdict compares each campaign’s ACOS to the account’s.
Search terms
% ACOS
Best keywords per product
N-gram analysis: root words across campaigns
Every search term broken into its words, then re-aggregated. A root that burns spend across several campaigns with no sales is a negative you should add at the account level, not one campaign at a time.
Search terms: what improved, what got worse
Placement audit
Where your ads actually win
Account-wide by placement
Share of spend against ACOS and conversion per placement. The best placement deserves a bid modifier; the worst deserves to lose it.
Placements per campaign
For each campaign: spend, ACOS and CVR in each placement, and which placement wins. Campaigns whose best placement carries a small share of spend are the cheapest fix in the account.
The doctor’s desk
Do I need advice, or no?
Doctor’s advice
Every verdict passes a data gate first. Where volume is too thin or a report is missing, the doctor declines to judge rather than guessing.
Unlock your full scan
Tell us who you are and the whole scan opens right away. An engineer from Make Brands Big may follow up once to walk you through what it found, and that's it.
How to pull each report, step by step
Ten possible uploads, every one optional. Pick one marketplace, pick one date window (a full month works well), and pull everything for that same window. For the previous-period slots, run the identical report again for the window before.
1 · Halo report (Purchased product) — the star of the show
In Seller Central, open Advertising › Campaign Manager. The ads console opens.
In the left menu go to Measurement & Reporting › Reporting.
Click Create report, choose Sponsored Products, and pick the Purchased product report category.
Set Time unit: Summary and your date window.
Open Column settings. Minimum dimensions: Advertised product ID and Converted product ID. Add Campaign name to unlock the campaign section, and product names and SKU for readable tables. Minimum metrics: Sales (promoted) and Sales (halo).
Run it, then download the CSV or XLSX when it lands. Both work here.
2 · Business Report by child item
Seller Central › Reports › Business Reports.
In the left column under By ASIN, pick Detail Page Sales and Traffic by Child Item.
Set the same date window, then Download › CSV.
This supplies the parent-to-child map (so a variation pick can be told apart from real discovery), plus sessions for the traffic-versus-conversion split.
3 · Selling Economics and Fees
Seller Central › Reports › Selling Economics (search “Selling Economics” in the search bar if you don’t see it).
Set the same date window, view by ASIN, and Download the XLSX exactly as Amazon gives it. Don’t edit or re-save it.
This unlocks spend, fees, profit, VAT handling and every money verdict. US and UK layouts both parse.
4 · Cost of goods sheet (yours, not Amazon’s)
Make a simple spreadsheet: one column headed SKU (or ASIN), one column headed cost or landed, and optionally a shipping or delivery column.
The shipping column is added on top of unit cost — essential for FBM, where Amazon’s report carries no shipping.
Ad type Sponsored Products, report category Search term, time unit Summary, same date window. Run and download.
Keep Amazon’s default columns: Campaign Name, Match Type, Customer Search Term, Impressions, Clicks, Spend, Sales, Orders. If your builder offers Advertised SKU or ASIN, add it and the tool maps keywords to products directly; otherwise it resolves products through the halo report’s campaigns.
Run the same report for the period before and load it in the previous-period slot to see which terms improved or got worse.
6 · Placement report
Same path, ad type Sponsored Products, report category Placement, time unit Summary, same window.
Download as is. The tool groups placements into Top of search, Product pages and Rest of search and compares CPC, CTR, CVR and ACOS account-wide and per campaign.
7 · Previous-period files
Re-run reports 1, 2 and 3 for the window before your audit window and load them into the previous-period slots. That switches on the What changed section: SKU-level deltas, role flips, weakening feeders and margin compression.
House rules. Same date window across every file. One marketplace per run — switch country in the console before pulling. Don’t rename Amazon’s column headers. And nothing you upload leaves this browser: close the tab and it is gone.