Once Ad Badger is connected, you can ask about your Amazon Ads profiles, campaigns, keywords, and search terms in ordinary language. No report builder, no filters, no exports. Those four are what the connection can read; anything outside them stays in Ad Badger or Amazon's Ad Console.
This article covers what to ask, and what to expect from the answers.
Haven't connected yet? Start with How do I connect Ad Badger to Claude or ChatGPT?
Always start with your profiles
Which Amazon Ads profiles do I have connected in Ad Badger?
Ask this at the beginning of a conversation. Every other question needs to know which advertising account you're asking about, and this is how a phrase like "my UK account" gets matched to the right one.
Questions that work well
Campaign performance
Which of my campaigns had the highest ACOS last month?
Wasted spend
Which keywords are spending money without producing sales?
Search term mining
What search terms triggered my ads but converted badly?
Comparing accounts
Compare my UK and US accounts on spend for the last 30 days.
The pattern that works: name the account, and give a date range. "Last month," "the last 30 days," and "May 2026" all work. Without a date range you may get a default period that isn't the one you had in mind.
Keywords and search terms are not the same thing
This is the distinction most worth knowing, because getting it wrong produces an answer that looks perfectly reasonable and is about the wrong thing.
- Keywords are what you bid on.
- Search terms are what shoppers actually typed into Amazon.
So "which keywords should I add as negatives?" and "which search terms should I negate?" are different questions with different answers. If you're hunting for junk traffic to exclude, you almost always want search terms. If you're managing bids on what you've already chosen to target, you want keywords.
If an answer seems off, it's worth asking again and naming which of the two you meant.
What to expect from the answers
It can look, but it can't touch. The connection is read-only. Ask it to pause a campaign or change a bid and it will decline. That's working as intended, not a bug. Make those changes in Ad Badger or in Amazon's Ad Console.
Recent days will look empty or low. Amazon's advertising reports lag roughly 24–48 hours. Yesterday's numbers genuinely aren't available yet, so an empty or unusually low figure for the last day or two is the reporting delay, not a real drop in your spend. This is Amazon's reporting window, not a fault in Ad Badger, and it catches a lot of people out.
Money is shown in each account's own currency. If you advertise in more than one marketplace, figures should be presented side by side (£ next to $) and never added together into one total. A single combined number across two currencies would be wrong, so if you ever see one, let us know.
Totals cover everything; the list you see doesn't. When you ask a question that returns rows (campaigns, keywords, search terms), you'll see the top 25 rows by default, and up to 100 if you ask for more, not every row you have. Any total or summary is still calculated across all of your matching data. That's why adding up the visible rows won't match the stated total, and the total is the number to trust.
"All my campaigns" returns the first 25, not all of them. Asking for everything gives you a limited number of rows (25 by default, 100 at most) rather than a complete export. Narrowing the question, with a tighter date range or one account at a time, brings the rows you care about into that visible slice. The totals in the summary always cover everything regardless.
There's a limit on how fast you can ask. The connection allows 60 requests a minute and 600 an hour per Ad Badger account. An ordinary back-and-forth conversation is nowhere near either limit. If you do reach one, wait for the minute or the hour to roll over and ask again. Nothing is broken and nothing is lost.
If the numbers don't look right
Compare the same profile and the same date range in Ad Badger or Amazon's Ad Console. If the figures still disagree, contact Ad Badger support and include:
- The exact question you asked, word for word
- Which profile and marketplace
- What it answered, and what you expected instead
That's enough for us to reproduce it. Questions asked slightly differently can produce genuinely different answers, so the exact wording matters more than you'd think.
Questions?
If you're not sure how to phrase something, or you want help getting a particular answer out of it, contact Ad Badger support. We're glad to help.