Amazon Ads this week moved its unified reporting feature from open beta to general availability, consolidating campaign data from Sponsored Ads and Amazon DSP into a single report builder inside the Ads Console - and setting a December 31, 2026 deadline for the retirement of two legacy reporting pages that the new system is designed to replace.

The announcement, dated June 8, 2026, marks the end of a beta period that began at the company's annual unBoxed conference on November 11, 2025, when Amazon first introduced the consolidated reporting experience to the wider advertiser base. What has changed since that initial launch is substantial: the generally available version includes several additions that were absent during the beta phase, and it carries a firm deadline for advertisers still relying on the older tools.

What the feature actually does

Unified reporting, accessible through the Ads Console under Measurement and Reporting then Reporting, allows advertisers to build a single report that spans multiple manager or advertiser accounts, multiple ad products, multiple countries, and a range of metrics and dimensions. The alternative - pulling separate reports from Sponsored Ads, Amazon DSP, and other products and then reconciling them manually - is the workflow that unified reporting is designed to eliminate.

According to Amazon, the system reduces report generation time from hours to minutes. The claim reflects a structural change rather than a performance improvement: instead of exporting CSVs from several disconnected pages and joining them in a spreadsheet, advertisers interact with a single report builder that handles the combination internally. The difference in practice depends on the complexity of an advertiser's account structure, but the time savings are likely to be most significant for agencies and enterprise brands running campaigns across multiple accounts and markets simultaneously.

The report builder supports multi-dimensional filtering. Advertisers can analyze results by combinations of campaign, placement, and audience in a single query. That kind of cross-dimensional slicing was previously only possible by building custom reports inside Amazon Marketing Cloud, which requires SQL knowledge and a more involved setup process.

Historical data access and granularity

Data access is one of the more technically significant aspects of the feature. According to Amazon, unified reporting supports up to 15 months of daily or weekly data. For longer-range analysis, advertisers can access up to six years of monthly, yearly, or summary-grain data. That depth of historical data is particularly useful for seasonal reporting and year-over-year comparisons, two tasks that previously required maintaining separate data exports or relying on third-party tools.

On the finer end of the granularity scale, Amazon Marketing Stream - which delivers hourly traffic and conversion data via Amazon Web Services - remains in beta for unified reporting. The Reporting API is also still in beta. Both are listed as access points alongside the Ads Console user interface, though neither has reached general availability under the unified reporting umbrella.

For advertisers who need intraday data, Amazon launched Amazon Marketing Stream in December 2024 with hourly granularity, and that capability feeds into the broader reporting infrastructure that unified reporting now sits on top of.

What changed between beta and general availability

Amazon made four significant changes between the November 2025 beta launch and today's general availability release.

The first is a template gallery. New advertisers - or advertisers building a particular report type for the first time - can now select from pre-built templates rather than constructing a report from scratch. The gallery includes templates organized by ad product and use case. Among the available templates: Advertised Product, covering performance metrics for advertised products across Sponsored Products, Sponsored Display, and Sponsored Brands; Audience, summarizing metrics by audience segment inside Amazon DSP; Converted Product, for products attributed to ad campaigns across Sponsored Products and Sponsored Brands; Geography, pulling metrics by customer location for Amazon DSP; Placement, showing placement performance including top-of-search versus all other placements for Sponsored Products and Sponsored Brands; Campaign, covering campaign-level metrics across Amazon DSP, Sponsored Products, Sponsored Brands, and Sponsored Display; Live Events, for streaming ads shown during live events inside Amazon DSP; Search Term, for search queries that resulted in at least one click across Sponsored Products and Sponsored Brands; and Reach and Frequency, which was added in April 2026 following Amazon's cross-account reach reporting launch on April 2.

The second change is simplified single-account workflows. The beta experience was designed partly around multi-account use cases, and advertisers managing a single account found the interface more complex than necessary. The general availability version streamlines the experience for single-account advertisers.

The third is standardized metrics, dimensions, and attribution methodology. Amazon shifted attribution from a conversion-based methodology to a traffic-based methodology, a change that affects how performance metrics are calculated across ad products. The effect on reported numbers depends on the ad product and campaign type, but the standardization itself addresses a long-standing inconsistency where the same underlying event could be counted differently depending on which reporting interface was used to access it. Amazon made a related attribution methodology change on January 1, 2026, tightening view attribution and splitting ROAS reporting - context that makes this standardization effort part of a broader pattern of measurement consolidation.

The fourth addition is managed service support. During the beta, unified reporting was available to self-service advertisers but not to those working with Amazon's managed service team. That gap is now closed.

Geographic reach

Unified reporting is available across a wide set of markets. In North America: the United States, Canada, and Mexico. In South America: Brazil. In Europe: Germany, Spain, France, Italy, the United Kingdom, Belgium, Switzerland, Poland, Turkey, Austria, the Netherlands, Sweden, Finland, Norway, Ireland, Denmark, and Luxembourg. In the Middle East: Saudi Arabia, the United Arab Emirates, Israel, Egypt, Morocco, Bahrain, and Kuwait. In Asia Pacific: Australia, India, Japan, China, New Zealand, and Singapore.

That geographic footprint covers the major advertising markets where Amazon operates as a significant e-commerce and media platform, including markets that have seen substantial investment from Amazon's advertising business over the past several years.

The retirement deadline

The more operationally pressing detail in today's announcement is the retirement timeline. According to Amazon, Sponsored Ads reports - accessible until now through Measurement and Reporting then Sponsored Ads reports - and Amazon DSP reports - accessible through Measurement and Reporting then Amazon DSP reports - will both be sunset on December 31, 2026.

That gives advertisers roughly six and a half months to migrate any existing scheduled reports to the unified reporting system. Amazon says an automated subscription migration tool will be available soon, though no specific date has been provided for that tool's release.

The retirement of these two legacy pages completes a consolidation arc that has been underway since Amazon launched a unified account structure in October 2025, enabling advertisers to access all Amazon Ads products through a single account. That structural change was followed by the unified reporting beta in November 2025 and, as of today, the generally available replacement.

For advertisers running scheduled reports through the legacy Sponsored Ads reports page or the Amazon DSP reports page, the practical implication is that those reports will stop running after December 31, 2026 unless they have been recreated inside the new system. The automated migration tool, when it arrives, should handle much of that work. But advertisers with complex reporting setups - particularly those using custom date ranges, non-standard metrics combinations, or specific account filters - should verify that migrated reports produce equivalent output rather than assuming a direct translation.

Access points and API status

Three access channels are available for unified reporting. The Ads Console interface has reached general availability. Amazon Marketing Stream remains in beta for this feature. The Reporting API is also in beta.

For advertisers who rely on programmatic report generation - building automated pipelines that pull campaign data into business intelligence tools or custom dashboards - the beta status of the Reporting API is a relevant constraint. It means the API may still undergo changes before it reaches a stable, production-ready state. That said, beta status on Amazon Ads APIs has historically not prevented significant adoption, as the April 2026 cross-account reach and frequency reporting launch demonstrated - that feature also launched in beta and saw immediate use.

Amazon's broader API infrastructure has expanded considerably over the past year. The MCP Server launch in open beta on February 2, 2026, connecting AI platforms to advertising workflows via the Model Context Protocol, and the Marketing Mix Modeling API's move to general availability in May 2026 across 14 countries, are both part of the same infrastructure layer that unified reporting sits on.

Why this matters for media buyers

The advertising measurement space has been moving toward consolidation for several years, driven partly by the deprecation of third-party cookies, partly by the proliferation of ad formats and channels, and partly by the organizational complexity of managing campaigns across multiple platforms.

Amazon's unified reporting addresses a specific friction point: the gap between how campaigns are planned and executed across ad products, and how results are measured. When a media buyer runs a campaign using Sponsored Products, Sponsored Brands, and Amazon DSP simultaneously - a common arrangement for brands running full-funnel campaigns on Amazon - the previous workflow required pulling three different reports, each with potentially different metric definitions, and combining them manually. The unified system removes that friction.

The standardization of attribution methodology is particularly significant for ROAS calculations. When different ad products use different attribution windows or methodologies, comparing performance across products is structurally difficult. The shift to traffic-based attribution across the unified system creates a consistent denominator for that comparison, even if it means that some metrics may shift in value relative to what advertisers were seeing under the older system.

For agencies managing multiple clients on Amazon, the multi-account capability is the most valuable aspect. The ability to build a single report spanning multiple advertiser accounts, and to schedule that report to run automatically, reduces the operational overhead of client reporting substantially.

Amazon Ads benchmarks reached general availability across 18 markets on May 18, 2026, giving advertisers category-level reference points alongside their absolute performance data. Unified reporting and benchmarks together represent a significant upgrade to the measurement environment available to Amazon advertisers, layering contextual comparison data on top of consolidated performance data.

Timeline

Summary

Who: All advertisers worldwide who access Amazon Ads reporting via the Ads Console, including self-service and managed service accounts across Sponsored Ads and Amazon DSP.

What: Amazon Ads moved unified reporting from open beta to general availability on June 8, 2026, adding a template gallery, simplified single-account workflows, standardized metrics and traffic-based attribution, and managed service support. The launch also sets a December 31, 2026 retirement date for the legacy Sponsored Ads reports page and the legacy Amazon DSP reports page.

When: The general availability announcement was published on June 8, 2026. The legacy reporting pages will be retired on December 31, 2026. An automated migration tool for scheduled reports is expected to be available before that deadline.

Where: Available in 33 markets spanning North America (United States, Canada, Mexico), South America (Brazil), Europe (19 countries including Germany, France, the United Kingdom, and the Netherlands), the Middle East (Saudi Arabia, the UAE, Israel, Egypt, Morocco, Bahrain, and Kuwait), and Asia Pacific (Australia, India, Japan, China, New Zealand, and Singapore). Accessible through the Ads Console, with Amazon Marketing Stream and the Reporting API remaining in beta.

Why: The consolidation eliminates the need to combine separate reports from Sponsored Ads and Amazon DSP into a single view, reducing report generation time and standardizing metrics across ad products. The retirement of legacy reporting pages completes a consolidation of Amazon's advertising measurement infrastructure that began in October 2025 with the launch of the unified account structure.