Amazon Ads will permanently delete every saved report, scheduled report and piece of historical data still sitting on its two legacy reporting pages on January 31, 2027, according to a Support Center page the company updated today. The pages in question are the sponsored ads reports page and the Display, Video, and Audio campaigns reports page, and both are being replaced by unified reporting, the single reporting surface Amazon has been building across its advertising products for the past year.

"Sponsored ads reports and Display, Video, and Audio campaigns reports are shutting down on January 31, 2027. After this date, all saved reports, scheduled reports, and historical data still on these pages will be permanently deleted," the page states. Before that, on December 17, 2026, the old pages switch to read-only.

The deadline is a month later than the one Amazon first gave. When unified reporting reached general availability on June 8, the Sponsored Ads reports and Amazon DSP reports pages were set to be sunset on December 31, 2026, with scheduled reports stopping after that date unless they had been rebuilt in the new system. The June announcement, as covered at the time, made no mention of deleting data. The updated page adds two things that were not there in June: a read-only phase and an explicit deletion of whatever remains. It does not say when the date moved, or why.

In Short

Amazon is closing its two old advertising report pages on January 31, 2027, and anything left on them, including scheduled reports and historical data, will be deleted that day. This hits sponsored ads and Display, Video, and Audio advertisers who still run recurring reports from those pages, and ten report types, among them prompts, conversion path and benchmark reports, cannot be moved to the new system at all yet. From December 17, 2026, the old pages become read-only, so reports have to be rebuilt in unified reporting or moved with Amazon's migration tool, which drops some fields and metrics along the way.

Five dates, one deletion

The page sets out the migration as a sequence of five phases, carrying a caveat at the top: "These dates are subject to change. We'll notify you of any updates."

The first phase has already passed. On June 8, 2026, migration opened, meaning advertisers could start "manually moving saved reports and scheduled reports to the new reporting page." That date matches the general availability announcement for unified reporting. In September 2026 - the page gives a month but no day - the self-migration tool became available.

The next three dates are still ahead:

  • December 17, 2026 - read-only. "Net new report creation and editing will be disabled. Existing reports will remain available in read-only mode."
  • January 17, 2027 - 14-day warning. "Any reports that aren't migrated by January 31, 2027, will be permanently deleted."
  • January 31, 2027 - shutdown. "The old report centers are permanently decommissioned. All remaining saved reports, schedules, and historical data are deleted. You will lose access immediately."

By PPC Land's count, 35 days separate today from the read-only phase and 80 days from the shutdown. January 31, 2027 falls on a Sunday. The read-only date lands eight days before Christmas, in the middle of the holiday trading period, and a schedule that needs a change after December 17 can no longer be edited on the old page.

Is a read-only report still a running report? The page does not say directly. It describes existing reports as remaining "available in read-only mode" but does not state whether schedules keep delivering files during the final six weeks. The June notice, as PPC Land reported it, tied the end of scheduled deliveries to the shutdown date itself.

How the migration tool works

There are two routes off the old pages. The manual one is to recreate each scheduled report in unified reporting, either from scratch or from a preconfigured template; the page points to a separate article, "Create a report in unified reporting," for the steps.

The second is what Amazon calls the self-service migration tool. According to the page, it "automatically migrates your existing scheduled reports to unified reporting, including mapping your current fields to their equivalents." The process takes four steps:

  1. The advertiser opens the sponsored ads reports page or the Display, Video, and Audio campaigns reports page.
  2. A blue banner at the top of the page carries the migration timeline and a Start migration button, which starts the automatic migration.
  3. A "Start subscription migration" pop-up asks for confirmation.
  4. A report status page then lists every existing report in a table. For any report that failed or "can't be migrated for a specific reason," hovering over the status in the Migration status column shows more information.

A successfully migrated report then appears on the Reporting page. Legacy reports remain reachable through History in the Actions drop-down menu, where historical reports can be downloaded, and a legacy report can be copied to generate a new one with the old settings. That access, too, ends on January 31.

The tool's scope is broad by design. "All of your saved or scheduled reports will be migrated with this tool," a note on the page reads. There is no step in the four-step process for choosing individual reports. Yet the same page later warns that "Migration will fail if these are selected" about a list of unsupported report types, which implies some form of selection. The two statements do not sit easily together, and the page does not reconcile them.

What does not carry over

Amazon is direct about the gaps. "When you migrate reports to unified reporting, some configurations and fields may not carry over," the page states, before listing four limitations.

A 24-month cutoff

"You can only migrate active saved or scheduled reports within the last 24 months." That rules out inactive reports, and reports older than two years, despite the note promising that all saved or scheduled reports will be migrated. The page does not define "active" or explain whether the 24 months run from a report's creation or its last run.

For context, unified reporting has its own data limits. When Amazon launched the system in open beta in November 2025, it offered daily or weekly data going back 15 months and monthly or summary data going back six years.

Ten report types with nowhere to go

The most consequential limitation is a list of report types that, according to Amazon, "aren't available yet in unified reporting":

  • Pricing transparency report
  • Conversion path report
  • Amazon Attribution report
  • Sponsored Products retailer dimension
  • Sponsored Products or Sponsored Brands prompt reports
  • Sponsored Products Video report
  • Industry standard report
  • Benchmark report
  • Sponsored Products budget report
  • Amazon Business Sponsored Products placement report

The word "yet" suggests Amazon intends to add them. No date is attached to any of them. If none arrive before January 31, these reports have no destination in the new system, and their history on the old pages is deleted with everything else.

Several of the ten are products Amazon launched or expanded within the past year. The prompt reports cover the AI-generated conversational prompts that Amazon attaches to Sponsored Products and Sponsored Brands ads. Those prompts were free in open beta but became billable on a cost-per-click basis on March 25, 2026, with campaigns enrolled automatically; the prompts report on the old page broke out prompt text alongside spend, sales and ACOS. Advertisers are paying for prompt clicks, and the dedicated report that shows what those clicks returned is one that cannot move.

The conversion path report shows the top five sequences of ad touchpoints in the 30 days before a purchase, and Amazon expanded it worldwide in November 2025 after a North American beta. The benchmark report, which compares a brand against category peers on eight metrics including new-to-brand purchase rate, click-through rate and CPM, reached general availability across 18 markets in May 2026. Amazon Attribution, which has its own report on the list, is the company's cross-publisher measurement tool.

The page offers no description of the remaining entries, including the pricing transparency report and the Amazon Business placement report.

Fields without an equivalent

"Some legacy report fields don't have an equivalent in unified reporting. If a field isn't available, it won't be included in the migration." The list of affected fields sits on a separate page behind a "See details" link, not on the migration page itself. A migrated report can therefore arrive in unified reporting with fewer columns than the original. The status table flags reports that failed outright; the page does not say whether it also flags fields dropped from reports that migrated successfully.

Metrics that lose their granularity

The fourth limitation is subtler. Some metrics, according to Amazon, "may be dropped during the migration due to reporting level differences between legacy reports and unified reporting." The page gives one example: topOfSearchImpressionShare is available at keyword, targeting and campaign level in legacy reports, "but only at the campaign level in unified reporting."

In practice, a keyword-level report that tracked how often an ad won the top of the search results will lose that column in migration. "When a metric can't be supported at the same reporting level, it won't be included in the migrated report." The campaign-level figure survives; the keyword-level detail does not. The page names only this one metric as an example, so the full extent of the reporting-level mismatch is not documented here.

What the page leaves open

Several questions sit outside the page's scope. It does not say whether any of the ten unsupported report types will reach unified reporting before the January 31 shutdown. It does not address the Amazon Ads API: in June, the Reporting API and Amazon Marketing Stream connections to unified reporting were still in beta while the console interface was generally available, and today's page covers only the console pages. It does not list markets, so it is unclear whether the timeline applies uniformly across every country where sponsored ads and Display, Video, and Audio campaigns run.

Nor does the page describe a way to preserve the original of a report that the tool migrates but strips of a field or metric, beyond the History downloads available until shutdown. The migrated version appears on the Reporting page; the original, with its full set of columns, is deleted on January 31 along with everything else on the old pages.

A year of consolidation

The reporting change is one piece of a broader restructuring of Amazon's advertising tools that has played out over twelve months.

Unified reporting itself dates to unBoxed in November 2025, when Amazon introduced it in open beta for sponsored ads and demand-side platform campaigns, reachable through a report builder, the reporting API and Amazon Marketing Stream. That launch arrived the same week Amazon presented a combined Campaign Manager and its Ads Agent, a cluster PPC Land described at the time as an infrastructure overhaul. New reporting features have since shipped into the unified system rather than the old pages: in April 2026, cross-account reach and frequency reporting was built into the unified Reporting beta.

The names have shifted too. At the end of September, Amazon replaced the Amazon DSP product name with DVA, for display, video and audio, and renamed its combined advertising platform Amazon Ads Agent. That is why the page now refers to the "Display, Video, and Audio campaigns reports" page where, in June, Amazon spoke of Amazon DSP reports.

January 2027 brings a second change for the same advertisers. From January 1, Amazon will count impressions on its Store display ads only once an ad appears on a shopper's screen, and expects impression counts on DVA display ads to fall by about 63% on average. A DVA advertiser comparing December to January will therefore be looking at a new counting method and, from the end of the month, a new reporting system - two breaks in the same series within a single month.

For agencies that manage many accounts, the practical weight falls on the scheduled reports that feed dashboards and client reporting. A report rebuilt by hand in unified reporting may not match its predecessor column for column, and a report from one of the ten unsupported types cannot be rebuilt there at all until Amazon adds it. Amazon's page frames the change as a migration "to avoid disruption to your reporting." For the reports on its own exclusion list, the page does not yet say how that disruption is avoided.

Timeline

Summary

Who: Amazon Ads, and the advertisers and agencies that run saved or scheduled reports from the sponsored ads reports page and the Display, Video, and Audio campaigns reports page.

What: Amazon will shut down both legacy report pages on January 31, 2027 and permanently delete all saved reports, scheduled reports and historical data left on them. The pages become read-only on December 17, 2026. A migration tool moves reports to unified reporting, but only active reports from the last 24 months, and it drops fields and metrics without an equivalent. Ten report types, including prompt, conversion path, benchmark and Amazon Attribution reports, cannot be migrated because they are not yet available in unified reporting.

When: The Support Center page was updated today. Migration opened on June 8, 2026, the tool arrived in September 2026, read-only begins December 17, 2026, a 14-day warning starts January 17, 2027, and shutdown is January 31, 2027. In June, the shutdown date given was December 31, 2026.

Where: In the Amazon Ads console, on the two legacy reporting pages and the unified Reporting page. The page does not list markets.

Why: Amazon is consolidating sponsored ads and DVA reporting into a single system it has been building since November 2025. The change matters because recurring reports feed dashboards and client reporting, and because some reports, including several Amazon introduced or expanded within the past year, have no destination in the new system before the old one is deleted.