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Introduction
When analyzing Sponsored Brands performance, discrepancies between the Sponsored Brands tab and the Stream > Performance tab can occur. This is expected and due to differences in data sources.
What’s Happening and Why
The two tabs rely on separate Amazon data systems:
Sponsored Brands tab uses Amazon’s standard reporting, which provides a complete view of campaign performance.
Stream > Performance tab uses Amazon Marketing Stream, a real-time data feed.
Because these systems are independent, their data may not align.
Amazon Marketing Stream only includes data from Sponsored Brands version 4 (multi-ad-group campaigns).
Campaigns created before Amazon’s cutoff dates (May 22, 2023 in the US and August 10, 2023 elsewhere) are not supported and therefore do not appear in the stream. As a result:
Campaigns built under older structures (single-ad-group) are excluded from Stream data.
The Stream tab may show partial or no data, even when campaigns are active
The Sponsored Brands tab remains complete, as it uses a different reporting source.
This discrepancy is not due to data loss, but simply displays what Amazon provides.
“No Data” Message
Features such as dayparting and bid multipliers depend on Amazon Marketing Stream.
For unsupported campaigns:
No hourly or intraday data is available
The system correctly reports “insufficient data”
Takeaways & Recommended Approach
Discrepancies are caused by different data sources, not errors
Legacy SB campaigns are not supported by Amazon Marketing Stream
The Sponsored Brands tab is the most complete source of performance data
Stream-based insights and automation require multi-ad-group (version 4) campaigns
To unlock full Stream functionality:
Transition to multi-ad-group campaign structures
Align campaigns with Amazon’s current framework
This ensures accurate reporting, real-time insights, and access to automation features.