Once Ad Badger is connected, you can ask about your Amazon Ads in ordinary language. No report builder, no filters, no exports. It can read your profiles, campaigns (with their budgets, bidding strategies and serving status), keywords, auto and product targets, advertised products, portfolios, search terms, the single words inside your search terms (n-grams), and the organic ranks you track in Rank Tracking.
If you've allowed changes, you can also ask it to change bids and budgets, or pause and enable campaigns, keywords and product targets. It asks before every change.
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.
Wasted words
Which single words across my search terms spent over $25 with no sales in the last 30 days?
Budgets
Which campaigns are out of budget right now?
Making a change (only with changes allowed)
Pause every keyword with at least 20 clicks and zero orders in 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 only changes things if you've allowed it. A new 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. To let it make changes, re-authorize the connection and allow changes when you sign in (see Want it to make changes too? in How do I connect Ad Badger to Claude or ChatGPT?).
With changes allowed, it asks first. It shows you exactly what it's about to change and waits for your yes. Every change appears in your Ad Badger change history as Badger MCP (AI). Changes cover Sponsored Products only for now, up to 100 items per request, and it can't delete anything or create campaigns. For anything else, use Ad Badger or 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 rows (up to 250), 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 top rows, not all of them. Asking for everything gives you a limited number of rows (250 at most) rather than a complete export, and the answer says so when more rows matched. 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.