Problem
Amazon shoppers are often exposed to multiple ad types before making a purchase. However, advertisers rarely have clear visibility into:
Which ad types are reaching unique users
How much overlap exists between different campaign types
Whether users exposed to multiple ad types perform better than those exposed to just one
Without this visibility, advertisers may:
Overinvest in overlapping ad types without incremental value
Miss opportunities to design effective full-funnel strategies
Fail to identify the most efficient ad-type combinations
Solution
The Campaign Type Overlap Report in Amazon Marketing Cloud (AMC) shows how users are distributed across different ad-type exposure combinations and how each combination performs.
It helps answer questions like:
How many users saw only DSP vs only Sponsored Ads?
How many users saw both DSP and Sponsored Products?
Which ad-type combinations drive better efficiency and scale?
What You Get in This Report
1. Overlap Visualization (Venn Diagram)
A visual representation of audience overlap across:
DSP
Sponsored Products (SP)
Sponsored Brands (SB)
Sponsored Display (SD)
Each section shows users exposed to:
A single ad type
Multiple ad types (e.g. DSP & SP, SP & SD)
Three or more ad types
You can toggle the metric shown in the visualization, including:
Reach
Purchasers
NTB Purchasers
Spend
Sales
Purchases
ROAS / ACOS
This helps you quickly understand where users are concentrated and how exposure is distributed.
2. Performance by Overlap Combination (Bar Chart)
This chart compares performance across different overlap combinations, such as:
DSP only
SP only
SD only
DSP & SP
DSP & SD
SP & SD
DSP, SP & SD
It allows you to instantly identify:
Which combinations drive the highest reach
Which combinations deliver better efficiency
Where overlap may be adding incremental value
3. Campaign Type Overlap Performance (Table View)
A detailed table showing performance metrics for each ad-type combination, including:
Reach
Purchasers & NTB Purchasers
Purchaser Rate
Spend & Sales
Purchases
ACOS & ROAS
Total Sales, Total ACOS, Total ROAS
This table helps validate insights from the charts with granular data.
Actions to Take Based on the Report
1. Identify Incremental Value from Multi-Ad Exposure
If users exposed to combinations like DSP & SP or SP & SD show:
Higher purchaser rates
Better ROAS
Strong NTB contribution
It indicates that a multi-touch, full-funnel strategy is working and should be scaled.
2. Optimize Budget Allocation Across Ad Types
If single-ad-type exposure performs poorly, consider reallocating budget
Shift spend toward combinations that show incremental lift, not just overlap
This prevents wasted spend caused by redundant exposure.