[{"data":1,"prerenderedAt":433},["ShallowReactive",2],{"settingsAndShared":3,"sharedComponentsHeader":34,"sharedAndNotesPageData-how-bad-ads-can-look-good-on-amazon":43,"seo-defaults":385,"footer":388},{"settings":4,"shared":15},{"seoSocial":5,"siteName":13,"siteTitle":14},{"description":6,"image":7},"An Amazon-first agency built for the third aisle of commerce: marketplaces. 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Do your Prime Day sales report before or after the discount?",[],"h3",{"_key":67,"_type":20,"children":68,"markDefs":82,"style":32},"bc7bc4fc6a4b",[69,73,78],{"_key":70,"_type":24,"marks":71,"text":72},"e03f70969c13",[],"This is the one almost nobody talks about. Different deal types report revenue differently. Lightning Deals, for example, report sales gross of discount, so you need a separate financial report to see what you actually kept. Other ",{"_key":74,"_type":24,"marks":75,"text":77},"10ecd72c44ed",[76],"ink-circle","promotion",{"_key":79,"_type":24,"marks":80,"text":81},"bdd249638011",[]," types report net. This can vary deal to deal and even ASIN to ASIN, so it is worth confirming before the event, not during it. 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Nearly every account spends against branded search unless someone is actively negating it. You can set up a campaign built to conquest a competitor and still rack up spend from shoppers typing your own brand name. The only way to quantify it is the search term report. It is one of the first things performance marketers at Aisle3 pull on a new account.",[],{"_key":174,"_type":20,"children":175,"markDefs":188,"style":32},"270dac719cd1",[176,180,184],{"_key":177,"_type":24,"marks":178,"text":179},"ecb0f4ea0963",[],"Why does it happen? Sometimes the team running the ads does not fully understand how targeting and match types behave. Sometimes they do, but the cleanup work slips: negating branded search terms, adding negative brand targeting, layering in negative ASINs against your own detail pages. 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