Why Vendors Can’t See Ads + Promotions Together (And How Navalytix Solves It)

amazon vendor central analytics

One of the biggest blind spots for Amazon 1P vendors is the inability to see advertising performance and promotional spend layered together. Amazon’s systems keep these data sets separated: the Advertising Console (AMS) shows campaign performance, while Vendor Central shows promotions, trade spend, and allowances. But neither platform gives 1P brands a unified view. This fragmented reporting makes it nearly impossible to evaluate true ROI, understand the lift driven by ads versus promotions, or measure the efficiency of total marketing investment.

The problem becomes even more costly when 1P brands run layered strategies—using Sponsored Products, Sponsored Brands, coupons, deal events, and vendor-funded promotions at the same time. Advertising Console only shows paid performance. Vendor Central only shows promo charges. Yet the customer sees all of it together on the detail page. Without a consolidated view, vendors routinely overspend, double-pay for the same lift, or misinterpret the cause of revenue spikes and drops.

Navalytix solves this visibility gap by bringing Advertising Console data and Vendor Central promotion spend into a single, unified analytics view. For the first time, brands can stack paid search performance, AMS spend, coupon redemptions, Deal of the Day events, vendor-funded promotions, and organic lift on top of one another. The result is a clear picture of the true cost to drive a sale—not just the paid advertising cost or the promotional cost in isolation.

With Navalytix, Amazon 1P teams can finally see:

  • How much of a sales spike came from ads vs. promotions

  • Whether promotions inflated paid search CPCs

  • How total marketing spend affects margin (not just ROAS)

  • Which ASINs deliver profitable lift when ads and promos overlap

  • Whether trade spend is delivering incremental volume or cannibalizing organic demand

  • How total marketing efficiency changes during tentpole events

This “stacked marketing view” allows vendors to make smarter decisions: shifting spend to profitable ASINs, reducing overlapping promotions, optimizing AMS budgets, and negotiating vendor agreements with real data instead of guesswork. It gives brands the clarity Amazon itself doesn’t provide—because the data lives in separate systems unless you unify them.

Seeing ads and promotions together shouldn’t be a luxury for Amazon vendors. It’s the key to understanding true ROI and protecting margin in a competitive 1P environment. Navalytix delivers this visibility out of the box, giving vendors a complete view of their marketing ecosystem and the confidence to invest where it actually drives profitable growth.

If you want visibility Amazon doesn’t give you—and a complete picture of your marketing performance—Navalytix makes it possible.