Amazon Ads launches unified account for global campaign management

Pratham Sarin, a product and engineering leader at Amazon, announced on LinkedIn the open beta launch of an upgraded Amazon Ads advertiser account experience for new advertiser registrations. The announcement marks a strategic shift in how advertisers access Amazon's advertising ecosystem, consolidating previously fragmented registration processes into a single account structure.

According to Sarin's announcement, the new system enables advertisers to access all Amazon Ads products through one account without requiring separate registrations. "One account to access all Amazon Ads products - no more separate registrations," Sarin stated in the LinkedIn post. The capability allows users to switch between Amazon DSP (Demand-Side Platform) and Sponsored Ads without changing accounts, addressing a persistent friction point in campaign management workflows.

The development follows months of internal testing and beta customer feedback, with Amazon bringing the enhanced account structure to market through a UK and European Union roadshow. For agencies and enterprises managing multiple brands, the unified structure enables centralized management of all client accounts from a single interface, with precise permission controls for each team member.

Amazon's official documentation describes the advertiser account as designed to "simplify the way advertisers register and activate—globally and effortlessly." The system represents a departure from previous requirements where advertisers needed to create and manage separate accounts for each advertising product per country. This fragmented approach created significant barriers to entry for businesses attempting to scale paid media efforts across multiple markets.

Technical implementation details

The enhanced account structure introduces several technical capabilities that transform how advertisers interact with Amazon's advertising platform. The unified registration system requires advertisers to complete business details once, with an optional import function from existing Amazon retail selling accounts. Public API customers can access equivalent functionality through the CreateAdvertiserAccount API endpoint.

According to Amazon's technical documentation, advertisers using the new account structure can "select the region for your campaign at the advertiser level and choose the country at the campaign level in the Amazon DSP campaign manager." This architecture enables campaigns spanning three regions: Americas, EMEA (Europe, Middle East, and Africa), and APAC (Asia-Pacific). Within each region, advertisers select specific countries during order and audience creation processes.

The system maintains backward compatibility with existing infrastructure. All Amazon DSP V1 campaign APIs continue functioning normally with the new advertiser account structure, according to Amazon's FAQ documentation. This technical continuity prevents disruption for agencies and technology partners with established programmatic integration workflows.

For billing configuration, the enhanced account offers flexible arrangements. Advertisers establish invoice recipients at setup, choosing whether to bill the manager account or advertiser account directly. Payment methods include invoice-based processing, with centralized invoice management across both Amazon DSP and Sponsored Ads spend accessible through the Administration billing page.

Workflow improvements for agencies

The account consolidation addresses operational challenges that have historically complicated multi-client management for agencies. Previously, agencies toggled between separate account contexts when shifting between Amazon DSP and Sponsored Ads campaign managers. The enhanced structure eliminates this requirement, enabling seamless transitions without account selector manipulation.

Amazon enhanced nested manager accounts in May 2024, introducing multi-level organizational structures for complex advertising teams. The unified advertiser account builds on this foundation, extending centralized control capabilities across the entire advertising product suite rather than limiting organizational features to specific platforms.

User permission management receives granular controls under the new architecture. Advertisers can invite team members with standardized roles—admin, editor, and viewer—or create custom application-level permissions. According to Amazon's documentation, these permissions apply "across both Amazon DSP and sponsored ads applications, with granular controls to adhere to your organization's privacy needs."

The centralized reporting infrastructure enables offline report generation across multiple countries. Within Amazon DSP, users now generate reports spanning one or more regions through the same advertiser account. This capability eliminates the previous requirement to compile data from separate regional accounts, streamlining performance analysis for multinational campaigns.

Strategic implications for enterprise advertisers

For enterprise organizations operating across multiple markets, the unified account structure transforms cross-border advertising coordination. Teams can maintain consistent brand messaging across regions while optimizing performance through a single interface. Consolidated billing and unified reporting provide visibility into advertising investments and returns across all markets, supporting informed decisions about budget allocation and strategic direction.

The development aligns with Amazon's broader pattern of reducing technical barriers to advertising platform adoption. Amazon made Marketing Cloud directly accessible to sponsored ads advertisers in September 2025, eliminating traditional onboarding barriers through an enhanced interface. The introduction of an SQL generator for AMC in January 2025 represented an earlier step in this accessibility strategy.

According to Amazon's documentation, the enhanced advertiser account reflects "our commitment to simplifying the advertising experience for businesses of all sizes, from emerging brands to global enterprises." This statement positions the technical development within a broader strategic framework aimed at platform democratization.

The timing coincides with intensifying competition in retail media technology. Amazon launched its Retail Ad Service in January 2025, extending its advertising technology to other retailers through a cloud-based service built on Amazon Web Services. That development positioned Amazon in direct competition with established retail advertising technology providers while expanding its advertiser network's reach beyond Amazon properties.

Technology partner integration

For technology partners building on Amazon's advertising infrastructure, the unified account structure maintains API-first design principles. The system supports public API access through programmatic integration points, enabling ad tech activation partners to scale operations efficiently.

Amazon formalized its ad tech activation partners program in July 2025, establishing three core benefits that all partners must provide: account creation and ownership, onboarding support, and ongoing expertise. The unified advertiser account enhances these capabilities by simplifying the underlying account structure that activation partners manage on behalf of their clients.

According to Amazon's documentation for technology partners, "Through our public APIs, you can now efficiently scale your operations by seamlessly integrating with existing Amazon DSP V1 campaign APIs." This integration approach eliminates manual Amazon DSP setup requirements and separate account creation processes, particularly valuable for partners managing advertisers at scale.

The API-first architecture supports automated workflows for account provisioning and campaign management. Technology partners can call the CreateAdvertiserAccount API programmatically, replicating the simplified workflow available through the Amazon DSP campaign manager interface. The UpdateAdvertiserAccount public API enables partners to modify account details, business information, and configuration settings without requiring advertiser interaction with the console interface.

Regional availability and rollout approach

The open beta launch focuses on new advertiser registrations rather than requiring existing account migrations. According to Amazon's FAQ documentation, advertisers with existing sponsored ads and Amazon DSP accounts do not need to migrate to the new structure immediately. This approach avoids disrupting active campaigns while making enhanced capabilities available to new platform adopters.

The UK and EU roadshow strategy suggests Amazon is prioritizing markets with complex cross-border advertising requirements. European advertisers frequently manage campaigns across multiple countries with distinct languages, currencies, and regulatory frameworks. The unified account structure addresses these complexities by consolidating regional management into a single organizational layer.

Sarin's LinkedIn announcement indicated plans to "demonstrate these capabilities in person" during the roadshow, suggesting Amazon is emphasizing direct advertiser education about the enhanced account structure. This hands-on approach differs from remote product announcements, potentially reflecting the complexity of explaining architectural changes to advertising operations workflows.

The beta designation indicates Amazon continues gathering feedback from early adopters before expanding availability. Beta customers, according to Sarin's announcement, have confirmed "what we built solves real pain points in managing advertising operations at scale." This validation process suggests Amazon is refining the enhanced account structure based on practical implementation experience across different advertiser types and organizational structures.

Impact on advertising operations efficiency

The consolidation of advertising product access into a single account structure reduces administrative overhead for advertisers managing campaigns across Amazon's platform. Previously, onboarding new advertising products required separate registration processes, documentation submission, and billing configuration. The enhanced structure completes these steps once, enabling immediate access to additional products without re-registration.

For advertisers expanding into new geographic markets, the unified structure eliminates per-country account creation requirements. An advertiser launching campaigns in five European markets previously needed separate account configurations for each country within Amazon DSP. The enhanced system requires region selection at the advertiser level, with country-specific configuration occurring at the campaign level—a structural simplification that reduces setup complexity.

The centralized billing management particularly benefits organizations with distributed advertising teams. Finance departments can access consolidated invoices covering all advertising spend across products and regions, rather than reconciling separate billing statements from multiple account structures. According to Amazon's documentation, this consolidated billing operates "at both the manager account and advertiser account level," providing flexibility for different organizational arrangements.

Broader context in advertising technology

The enhanced advertiser account represents one element of Amazon's systematic effort to simplify its advertising technology ecosystem. The company has introduced multiple accessibility improvements across its advertising platform throughout 2024 and 2025, addressing different aspects of the advertiser experience.

Amazon DSP reached general availability for its forecasting API in October 2025, enabling programmatic access to campaign projections through a single endpoint. That development reduced manual intervention in campaign planning workflows, complementing the account structure simplification by streamlining post-registration operational tasks.

The pattern of incremental platform enhancements suggests Amazon is systematically addressing friction points across the advertiser lifecycle. Account registration simplification tackles initial platform adoption barriers, while API expansions and tool accessibility improvements address ongoing campaign management efficiency.

Amazon's integration partnership with Microsoft Monetize in October 2025 demonstrated the company's willingness to expand its advertising ecosystem through strategic relationships. That partnership created new supply path connections for Amazon DSP advertisers accessing open internet inventory, extending reach beyond Amazon properties while maintaining the simplified account structure for cross-platform campaign management.

Implications for marketing operations

The marketing community's response to unified account structures reflects broader industry frustration with fragmented advertising platform architectures. Advertisers managing campaigns across multiple platforms often maintain separate login credentials, billing configurations, and permission structures for each advertising solution. Consolidation within a single vendor's ecosystem reduces this fragmentation, though it does not address cross-platform management challenges.

For marketing teams evaluating Amazon Ads as a new advertising channel, the unified account structure potentially lowers adoption barriers. Initial platform exploration no longer requires separate registrations for each advertising product, enabling faster assessment of Amazon DSP versus Sponsored Ads capabilities. This streamlined evaluation process may accelerate advertiser onboarding, particularly for brands previously deterred by registration complexity.

The permission management capabilities address governance concerns for enterprise marketing organizations. Chief marketing officers and advertising directors can establish organizational hierarchies within the Amazon Ads account structure, delegating campaign management authority while maintaining oversight through consolidated reporting. This governance layer becomes increasingly important as advertising teams expand across products and regions.

The enhanced account structure does not eliminate all complexity in Amazon's advertising ecosystem. Advertisers still navigate product-specific capabilities, targeting methodologies, and reporting frameworks that differ between Amazon DSP and Sponsored Ads. The unified account provides access through a single credential, but operational expertise still requires product-specific knowledge and optimization strategies.

Competitive positioning considerations

Amazon's account consolidation occurs amid intensifying competition in retail media and programmatic advertising. Major advertising platforms continue investing in user experience improvements and operational simplification as differentiating factors in competitive bid situations. The enhanced advertiser account positions Amazon competitively against platforms that already offer unified access across their advertising product suites.

The development also reflects Amazon's maturation as an advertising technology provider. Early-stage advertising platforms often build product-specific account structures as they develop new capabilities. As platforms mature, they face pressure to consolidate these fragmented systems into coherent architectures that reduce operational friction. Amazon's enhanced account represents this consolidation phase, suggesting the company views its advertising product portfolio as sufficiently mature to warrant unified infrastructure.

For advertisers allocating budgets across multiple retail media networks, platform usability increasingly influences decision-making alongside reach and performance metrics. The enhanced account structure may provide competitive advantage in situations where advertisers compare operational requirements across retail media options. However, reach, audience quality, and return on ad spend remain primary decision factors that account structure alone cannot overcome.

Future development trajectory

The open beta designation suggests Amazon plans to iterate on the enhanced account structure based on advertiser feedback before declaring general availability. This phased approach enables Amazon to identify operational issues and refine workflows before expanding access across its entire advertiser base. Sarin's reference to "months of development and testing" indicates Amazon conducted substantial internal validation before the open beta launch.

The emphasis on API-first design in Amazon's documentation suggests future enhancements may prioritize programmatic access and automation capabilities. Technology partners and agencies managing advertising at scale increasingly rely on API integration rather than manual console interaction. The CreateAdvertiserAccount and UpdateAdvertiserAccount endpoints provide foundation infrastructure that Amazon can extend with additional programmatic capabilities as the account structure matures.

Regional expansion beyond the UK and EU roadshow markets remains unspecified in Amazon's announcement materials. The company's pattern of phased rollouts suggests enhanced account capabilities will expand to additional markets after validation in initial regions. North American availability timing remains unclear, though the AMERICAS region designation in Amazon DSP's technical architecture indicates infrastructure support exists.

The enhanced advertiser account may serve as foundation infrastructure for additional Amazon Ads product launches. A unified account structure simplifies new product integration by eliminating separate registration requirements. As Amazon develops additional advertising capabilities, the consolidated account enables immediate access for existing advertisers without onboarding friction.

Timeline

• January 2025: Amazon launches Retail Ad Service at CES, extending advertising technology to other retailers through cloud-based infrastructure
• January 2025: Amazon introduces SQL generator for Amazon Marketing Cloud, beginning accessibility strategy for advanced advertising tools
• May 2024: Amazon enhances account management with nested manager accounts, enabling multi-level organizational structures
• July 2025: Amazon formalizes ad tech activation partners program, establishing standardized benefits for technology partners
• September 2025: Amazon makes Marketing Cloud directly accessible to sponsored ads advertisers, removing traditional onboarding barriers
• October 2025: Amazon DSP forecasting API reaches general availability, enabling programmatic campaign projections
• October 2025: Amazon DSP integrates Microsoft Monetize as preferred partner, expanding supply path connections
• October 2025: Pratham Sarin announces open beta launch of enhanced Amazon Ads advertiser account during UK and EU roadshow

Summary

Who: Amazon Ads, specifically product and engineering teams led by Pratham Sarin, developed the enhanced advertiser account. The announcement targets agencies, enterprise organizations, and technology partners managing advertising campaigns across Amazon's platform. New advertiser registrations can immediately access the unified account structure during the open beta phase.

What: Amazon launched an enhanced advertiser account structure that consolidates access to all Amazon Ads products—including Amazon DSP and Sponsored Ads—through a single registration process. The system enables advertisers to manage campaigns across three global regions (Americas, EMEA, APAC) without creating separate accounts per country or product. Technical capabilities include unified billing management, centralized user permissions, consolidated reporting across products and regions, and API access for programmatic account creation and management.

When: Pratham Sarin announced the open beta launch on LinkedIn following months of development and beta customer testing. Amazon is bringing the enhanced account structure to market through a UK and European Union roadshow, with specific dates for broader availability not disclosed in the announcement materials.

Where: The initial rollout focuses on UK and EU markets through Amazon's roadshow strategy, though the technical architecture supports three global regions (Americas, EMEA, APAC). New advertiser registrations can access the enhanced account structure through the Amazon Ads console or programmatically via the CreateAdvertiserAccount API. Existing advertisers with current Amazon DSP and Sponsored Ads accounts do not require immediate migration.

Why: The enhanced account addresses significant operational barriers that previously complicated Amazon Ads adoption and scaling. Advertisers needed separate registrations for each advertising product per country, creating fragmented management processes and adoption friction. For agencies managing multiple client accounts, the previous structure required toggling between different account contexts when switching between Amazon DSP and Sponsored Ads. The unified structure aims to simplify advertising operations for businesses of all sizes, from emerging brands to global enterprises, while supporting Amazon's strategic goal of platform democratization and competitive positioning in retail media technology.