Sponsored Products and Sponsored Brands should be compared around a stated question. Combining them into a single ratio can conceal differences in what the campaigns are designed to do.
State the purpose of each campaign
Record the ad format, advertised products, destination and intended shopper action. Amazon describes Sponsored Brands as a distinct product with its own formats and eligibility. Amazon’s Sponsored Brands guide.
Keep a campaign intended to introduce a range separate from one promoting an individual product until you have defined a useful comparison.
Match the reporting scope
Use the same market, currency and dates. Check whether sales refer to advertised products or a wider brand scope, and whether the report includes click or view attribution. Amazon’s advertising attribution definitions.
Keep those differences in the table rather than hiding them in a blended total. Recheck whether recent rows may still change before drawing a conclusion.
Add the product context
Place actual product costs and availability beside the ad report. ROAS compares attributed revenue with ad spend; it does not establish the product’s profit.
Write the next review question explicitly: creative clarity, product availability, targeting relevance or a bounded spending change. Use the appropriate report for that question. A format comparison is useful when it clarifies the next decision, rather than supplying a fixed performance target for every brand.