85 of Amazon's 156 unified report dimensions apply to Sponsored Products

Amazon Ads has published a field-by-field reference for the dimensions in its unified reporting system, listing 156 named attributes across 11 categories and, for each one, the name the same field carried in the old Amazon DSP and sponsored ads reports, according to a Support Center page updated on November 11, 2026. Every attribute is marked with the ad products it covers: DVA+, Sponsored Brands, Sponsored Display, Sponsored Products and Streaming TV Smart mode/Sponsored TV.

The coverage is uneven. By PPC Land's count of the page's tables, 137 of the 156 attributes carry the DVA+ marker and 59 apply to DVA+ and nothing else, while 85 apply to Sponsored Products, 81 to Sponsored Display and 73 to Sponsored Brands. Amazon's answer to that imbalance is a blank cell rather than a separate report. "When a dimension does not apply to an ad product, its value appears as null. This is expected behavior and allows different ad products to share the same report," the page states.

The two "Former" columns are where the page earns its place. They show the programmatic vocabulary of Amazon DSP being folded into the structure sponsored ads advertisers have used for years. What DSP reports called an order is now a campaign. A line item is an ad group, and a creative is an ad.

In Short

Amazon has published the full list of dimension names in its unified reporting, 156 in all, with the old DSP or sponsored ads name for each one and the ad products each applies to. It matters to anyone rebuilding reports in the new system, because DSP terms such as order, line item and creative give way to campaign, ad group and ad, and any field that does not fit a campaign type shows up as a null value instead of disappearing. The page announces no feature and no deadline; what it does is fix the vocabulary that Amazon's single reporting surface uses across display, video, audio and sponsored ads.

One report, five ad products

The page opens with a note that sets out the principle. "Unified reporting uses standardized metric and dimension names across all ad products," it reads, with the "Attribute" column giving the unified name and the "Former" columns showing "the corresponding names used in other reporting surfaces." A second line makes a claim about scope: "Unified reporting provides access to a broader set of dimensions than product-specific reporting."

Amazon illustrates how the overlap works. A dimension relevant to DVA+ "may not apply to Sponsored Products campaigns, and vice versa," and reports can be filtered "to focus on the dimensions most relevant to each campaign type." Each table carries an Ad product column with small icons for the five products.

Two footnotes qualify that key. Sponsored Display "appears as 'Display' in some areas of the console and help content." On the fifth product the page is blunt: "We do not support Streaming TV Smart mode/ Sponsored TV yet." The Sponsored TV icon nonetheless sits against at least 80 of the attributes by PPC Land's count, including every geography field. The page does not say whether those markers describe planned coverage or data available now.

Unified reporting has been a year in the making. Amazon opened the system in beta at unBoxed on November 11, 2025, with lookback windows of two weeks for hourly data, 15 months for daily or weekly data and up to six years for monthly, yearly or summary views, and with dimensions spanning targeting, supply, technology and geography. General availability followed on June 8, 2026, when Amazon said the legacy Sponsored Ads reports and Amazon DSP reports pages would be sunset on December 31, 2026, while the Reporting API and Amazon Marketing Stream stayed in beta.

Orders become campaigns

The mapping columns are the most practical part of the page. The table below shows a selection of renamed fields, with a dash where the page gives no former name.

Two patterns stand out. On the DSP side, the order, line item and creative hierarchy that programmatic buyers have worked with for years gives way to campaign, ad group and ad, the structure of sponsored ads. On the sponsored ads side, the ASIN, Amazon's product identifier, drops out of the field names. "Advertised ASIN" becomes "Advertised product ID", "Purchased ASIN" becomes "Converted product ID", and none of the 156 unified names contains the word ASIN. A sponsored ads field called "Retailer" now sits under "Site or app", which DSP reports called "Site".

Not every field has a predecessor. By PPC Land's count, 100 of the 156 attributes list a former name in at least one of the two columns and 56 list none. The 56 include all seven benchmark fields, the five flight fields, six of the seven audience segment fields and seven supply fields covering supply type, sellers, publishers and content language. The page does not say whether those are new data or existing data that never had a named column in the old reports.

A leftover from the old naming survives in the definitions. The "Ad product" dimension is described as "The Amazon ad product like Sponsored Products, Sponsored Brands, or Amazon DSP," using a name Amazon has dropped. Amazon retired the Amazon DSP name on September 29, 2026, and describes DVA+ as a unified campaign type bringing together what was previously created through Amazon DSP, Sponsored Display and Sponsored TV. The dimensions page, by contrast, keeps the three as separate products in its key. As of September 29, the four-step DVA+ campaign builder was in extended closed beta in the US, with general availability in 35 markets expected in the first quarter of 2027.

Where the 156 fields land

The table below counts the attributes in each of the page's 11 categories and how many carry each product's marker. Two attributes, insertion order ID and ad group bid strategy, carry no marker at all.

Counts by PPC Land from the Ad product icons on Amazon's page.

The split follows the nature of each product. Supply, technology and geography, the territory of programmatic buying, are almost entirely DVA+ fields. Of 35 supply attributes, 32 apply to DVA+ alone. All five technology fields - operating system, browser name, browser version, device type and environment - are DVA+ only. The seven geography fields, which run from country down to region, city, postal code and Nielsen's designated market area, carry only the DVA+ and Sponsored TV markers. For Sponsored Products, Sponsored Brands and Sponsored Display, the single location field marked is campaign country, defined as "The country in which the campaign is delivering."

Targeting runs the other way. Eight of the 11 targeting attributes do not apply to DVA+ at all, and the three that do concern frequency groups. A common core sits in the middle: currency, time, audience, conversion and benchmark fields carry markers for every product, and at least 60 attributes carry all five icons.

The practical effect is predictable from the page. A report that mixes DVA+ and Sponsored Products campaigns will return nulls for device, browser and postal code on the sponsored rows, and nulls for search term and portfolio on the DVA+ rows.

Supply: sellers, publishers and live events

The supply category is the largest DVA+ block, and it reads like an inventory audit. "Supply source" covers "The inventory the campaign ran on like real-time bidding exchanges or Amazon-owned sites," while "Supply type" separates inventory "such as Amazon owned and operated or open internet."

Below that sit five fields on who sold the impression. "Ad inventory seller ID" is "The unique identifier assigned to a seller by a supply-side platform (SSP)." "Ad inventory seller type" takes values "such as direct, reseller, both, or unknown." "Ad inventory seller" names the business entity that has rights to sell a publisher's inventory and holds accounts with SSPs, with the caveat that "Sellers typically represent many publishers." "Publisher name" identifies the owner of the content rights for an app, site or video stream, and "Publisher owner" gives "The name of the parent company of a publisher." None of these five, nor "Supply type" or "Content language", carries a former name. Amazon DSP had earlier published an EU pricing transparency report in March 2024 with publisher earnings and supply-side fees; fee data does not appear among the dimensions.

Deals take four fields, all DVA+ only: deal ID, deal name, custom deal name and deal type, which distinguishes programmatic guaranteed deals, private auctions and preferred deals. Content gets five: genre, rating ("like content suitable for teens and older audiences"), type ("movie, TV show, game, etc."), title and content creator name, defined as "The name of content creator on whose channel an ad is shown."

Live events get nine attributes of their own. "Live event property" is "The rights package, league, or content property associated with the live event inventory." The others cover the event's genre, content provider, ID and name, the inventory type of each ad break, the order of the break within the event, the order of the slot within the break, and "Live event ad slot type," described as "The sales model for the live-event ad slot." Six of the nine trace their former names to a "Live Event report."

Video placements are described in three fields. Video placement type separates "in-stream, accompanying content, interstitial, or out-stream (no content/standalone)." Ad break position records "beginning (pre-roll), middle (mid-roll), or end (post-roll)," and video player size runs from small to large, plus unknown.

Brand safety closes the category. "Brand suitability content exclusion category" captures the category "applied to opt out of specific topics that don't align with brand values," and "Brand suitability inventory tier" covers the tier that "groups ad-eligible inventory to help balance reach with brand suitability preferences." Both inherit names from a "Brand Suitability report." Amazon DSP added content exclusion categories on December 18, 2025 and expanded that report to show them.

Placement is split by product. "Placement name" and "Placement size" belong to DVA+. "Placement classification," which sorts placements "into categories like top of search, gateway page, etc.," applies to the four other products and replaces the sponsored ads field "Placement." "Site or app" is marked for DVA+, Sponsored Products and Sponsored TV.

Account structure on each side

The level of detail category, 49 attributes, carries most of the account hierarchy, and 19 of those fields apply to DVA+ alone. Flights are the clearest case: flight ID, name, start date, end date and budget, with flight ID described as a way "to track and manage campaign delivery." None of the five has a former name.

Others point to how DVA+ campaigns are sold. "Campaign OMS proposal ID" and "Ad group OMS ID" refer to IDs "imported from Amazon's order management system (OMS)." "Campaign PO number" is optional, and "Entity ID" ties an advertiser account to an entity. Ad group type, ad group external ID, ad group comments, ad group budget amount, ad group language targeting and four ad fields - format, size, language and external ID - are also DVA+ only. "Insertion order ID" appears with the explanation that "An insertion order is a contractual agreement between an advertiser and Amazon Ads," but with no product marker and no former name.

Frequency groups, three fields, are also DVA+ only. "A frequency group helps advertisers set caps on the number of times a unique user is exposed to an ad across multiple orders," the page explains - one of several definitions that still speak of orders. Frequency group type records "The level at which the frequency cap is created, such as advertiser or manager account."

Accounts themselves are shared. Advertiser account ID, advertiser account name and manager accounts apply to all five products. On July 30, 2026, existing DSP accounts were upgraded into a single advertiser account across 34 countries, a change that the shared account fields now reflect in reporting. A "Global Campaign ID," with no former name, also covers all five.

The sponsored side has its own exclusives. Portfolio ID and portfolio name apply to Sponsored Brands, Sponsored Display, Sponsored Products and Sponsored TV, not DVA+. Campaign budget type ("daily" or "total") and campaign cost type ("like CPC and CPM") likewise exclude DVA+. Two fields carry only the Sponsored Products marker: campaign rule amount, "The modified campaign budget based on a rule," and campaign bid strategy, defined with the examples "front loaded or evenly spread." Ad group optimization type, "The KPI that the ad group goal is working to optimize," applies only to Sponsored Display.

Products, halo and long-term customers

Product fields come in two sets. Advertised product attributes, describing the product featured in the ad, cover ID, name, parent ID, brand, category, subcategory, product group, marketplace and SKU. They apply to DVA+, Sponsored Display and Sponsored Products, but not to Sponsored Brands or Sponsored TV, and advertised product name carries the Sponsored Products marker alone.

Converted product attributes, describing the product credited with the conversion, apply to all five products and mostly inherit DVA+ names such as "Item name," "Parent ASIN" and "Brand name." Converted product marketplace is "The marketplace where the conversion event for the attributed product occurred."

Between the two sits a field that separates direct sales from halo sales. "Product relevance" "Indicates whether the product was directly promoted in the campaign or attributed based on relevance to promoted products (halo)." It was called "ASIN conversion type" in DVA+ reports and now applies to all five products. The distinction matters for any reading of return on spend, since it splits sales of the promoted product from sales of related products credited to the same ad.

The most forward-looking field in the category is "Long-term sales cohort," defined as "The cohort period: the calendar month in which the cohort's customers had their new-to-brand conversion attributed to the campaign." It applies to all five products and has no former name. Amazon introduced new-to-brand metrics in January 2019, classifying an ad-attributed purchase as coming from a first-time buyer of the brand over the prior year. The cohort field groups those customers by the month they first converted, and its name points to tracking what they spend over time. The dimensions page does not list the metrics that pair with it; Amazon keeps traffic, engagement and conversion metrics on separate pages.

Targeting and search terms

The targeting category is where sponsored ads reporting lives. Target ID, target bid, target status and target type ("like keyword, product, product categories, or product genre") apply to Sponsored Brands, Sponsored Display, Sponsored Products and Sponsored TV. So does "Targeting," which keeps its sponsored ads name.

The narrower fields reveal the differences between those products. "Targeting match type," "The type of matching for keywords used in a bid," applies to Sponsored Brands, Sponsored Products and Sponsored TV. "Search term," "The search term used by the customer," applies to Sponsored Brands and Sponsored Products only. "Matched target," "The product page where the ad appeared," applies only to Sponsored Display.

DVA+ has no keyword, search term or target fields in this category. Its targeting is represented elsewhere on the page, in the audience segment fields and the frequency group fields.

Audiences, conversions and benchmarks

Audience segment fields apply to all five products: segment ID, name, type ("like remarketing"), class code ("like behavioral or user agent"), source ("for example AAX"), the country code where the segment is defined and the targeting status of the segment "when the impression was delivered." Only segment name carries a former name. The category comes with a warning: "These segments may overlap and should not be summed." A segment-level report, in other words, cannot be added up to a campaign total.

Conversion fields also cover every product, though Amazon says they "primarily apply to off-Amazon conversions provided through advertiser or partner integrations." Conversion source is "The system or integration that reported conversions to Amazon Ads," and conversion source owner is the entity that oversees how those conversions are collected and reported. Conversion source attribution type names "The organization whose attribution logic is applied to the conversions." A field called "Scaled" "indicates whether the conversion was scaled by the source to represent a larger population." Taken together, the fields allow a report to show whether a conversion count reflects another company's attribution rules or a projection from a sample. The page does not say which sources scale their data. Amazon DSP had already begun reporting modeled off-Amazon conversions alongside directly measured ones from August 16, 2024.

Benchmark fields are the newest block, with no former name columns at all. Seven attributes - benchmark brand ID, brand name, browse category ID, browse category path, browse category level, browse category marketplace and campaign goal - define the peer group a campaign is compared with. Six of them are "derived from the products promoted in the campaign," while benchmark campaign goal is derived "from campaign goal and optimization settings." Amazon introduced benchmark report types for DSP and sponsored programs in November 2025, and benchmarks reached general availability in 18 markets on May 18, 2026, covering eight metrics including cost per new-to-brand purchase, CTR and CPM.

Loose ends on the page

Several entries do not line up, and the page offers no change log to explain what the November 11 update altered.

• Sponsored TV is declared unsupported but marked against at least 80 attributes.
• Insertion order ID and ad group bid strategy carry no ad product marker.
• Campaign currency code carries only the DVA+ marker, yet its only former name, "Campaign currency code," sits in the sponsored ads column.
• Advertised product name maps to the former sponsored ads field "Advertised SKU," while a separate "Advertised product SKU" field carries no former name.
• The "Ad product" definition still names Amazon DSP, six weeks after the rename.
• Seven dimension groups link to "See details" pages that the dimensions page itself does not summarise.

Why the mapping matters now

The timing is not incidental. A separate Support Center page on migrating scheduled reports, listed among the dimensions page's related topics, now sets January 31, 2027 for the shutdown of the legacy sponsored ads and Display, Video, and Audio campaign report pages, a month after the December 31, 2026 date Amazon gave in June. Scheduled reports rebuilt in unified reporting depend on the names in this dictionary, and the old DSP labels - order, line item, creative - are not among them.

For agencies that buy across both sides of Amazon's business, the convergence cuts both ways. A single report can now hold DVA+ and sponsored ads campaigns under one set of column names, which cuts out the work of reconciling two vocabularies by hand. The price is a report full of nulls wherever the products differ, and a set of fields - audience segments, scaled conversions, halo attribution - that need careful reading before they are summed or compared.

The page also shows where Amazon's reporting depth is concentrated. DVA+ has seller IDs, publisher owners, postal codes, browser versions and live event ad slots. Sponsored Products has search terms, match types and portfolios, and 85 of the 156 fields.

Timeline

• January 2019 - Amazon introduces new-to-brand metrics for ad-attributed purchases
• March 2024 - Amazon DSP publishes an EU pricing transparency report with publisher earnings and supply-side fees
• August 16, 2024 - Amazon DSP begins reporting modeled off-Amazon conversions in the US
• November 11, 2025 - Unified reporting opens in beta at unBoxed
• November 2025 - Amazon introduces benchmark report types for DSP and sponsored programs
• December 18, 2025 - Amazon DSP adds content exclusion categories and expands the brand suitability report
• May 18, 2026 - Benchmarks reach general availability in 18 markets
• June 8, 2026 - Unified reporting reaches general availability; legacy report pages set to sunset December 31, 2026
• July 30, 2026 - Existing DSP accounts upgraded into a single advertiser account across 34 countries
• September 29, 2026 - Amazon retires the Amazon DSP name as the DVA+ campaign builder sits in US extended closed beta
• November 11, 2026 - Amazon Ads updates its Dimensions Support Center page, listing 156 attributes with former DVA+ and sponsored ads names
• January 31, 2027 - Legacy sponsored ads and Display, Video, and Audio report pages scheduled to shut, according to Amazon's scheduled reports migration page
• First quarter of 2027 - DVA+ general availability expected in 35 markets

Related PPC Land coverage

• Amazon launches unified reporting system across advertising products - The November 2025 beta launch, with lookback windows and the first dimension groups.
• Amazon Ads unified reporting exits beta - and takes two old tools with it - General availability on June 8, 2026, and the original December 31, 2026 sunset for legacy report pages.
• Amazon calls its ad platform an agent, but the agent is still closed beta - The September 29, 2026 retirement of the Amazon DSP name and what DVA+ brings together.
• Amazon Ads puts 4-step DVA+ campaign builder in US closed beta - The DVA+ campaign flow, its US closed beta and the Q1 2027 target for 35 markets.
• Amazon Ads benchmarks go global: 18 markets now have category data - Benchmarks general availability in May 2026 and the eight metrics they cover.
• Amazon Ads introduces benchmarks for data-driven advertising decisions - The November 2025 introduction of dspBenchmarks and crossProgramBenchmarks report types.
• Amazon DSP adds content exclusion categories for brand suitability control - The December 2025 change behind the brand suitability dimensions.
• Amazon DSP gets one global login. Is the agency the next thing it removes? - The July 30, 2026 move of DSP accounts into a single advertiser account across 34 countries.
• Amazon DSP expands conversion modeling to account for off-Amazon campaign results - Modeled off-Amazon conversions reported alongside measured ones from August 2024.
• Amazon launches new-to-brand metrics - The 2019 definition of new-to-brand purchases that the long-term sales cohort builds on.
• Transparency: New reports on Google and Amazon's advertising platforms - Amazon DSP's EU pricing transparency report from March 2024.

Summary

Who: Amazon Ads, and the advertisers and agencies running DVA+ (formerly Amazon DSP), Sponsored Products, Sponsored Brands, Sponsored Display and Sponsored TV campaigns who build reports in unified reporting.

What: A Support Center page listing 156 dimension attributes across 11 categories, with the former DVA+ and sponsored ads name for each and the ad products each applies to. DSP orders, line items and creatives become campaigns, ad groups and ads; 59 attributes apply only to DVA+ and 85 to Sponsored Products, by PPC Land's count; fields that do not apply return null.

When: The page was updated on November 11, 2026, five months after unified reporting reached general availability on June 8, 2026, and ahead of the January 31, 2027 shutdown of the legacy report pages.

Where: The Amazon Ads Support Center, under Measure results, covering the Amazon Ads console's unified reporting across all ad products.

Why: Amazon is moving every ad product onto one reporting surface with one set of names. The mapping determines how existing reports translate, and the product markers show which data each campaign type can return - and where a blended report will come back empty.