Amazon Ads on April 2, 2026, launched cross-account reach and frequency reporting, enabling advertisers to measure de-duplicated reach across multiple Amazon Ads accounts with flexible time granularity options. The release is the latest in a sequence of measurement enhancements that began at the company's annual unBoxed conference in November 2025 and accelerated sharply through the first quarter of 2026.

The April 2 launch adds two significant capabilities. First, advertisers can now measure de-duplicated reach and frequency across multiple Amazon Ads accounts - combining Sponsored Ads and Amazon DSP data into a single unified view. Second, frequency group measurement now works at the manager account and cross-manager account levels, extending a capability that previously existed only at the advertiser account level. Both capabilities are accessible through the Reporting (beta) UI and the public reporting API within the Measurement and Reporting section of the Ads console.

What the feature actually does

The core technical problem this addresses is straightforward, if historically hard to solve. When a brand runs Sponsored Products through one account and Amazon DSP through another - or operates multiple regional accounts under a shared business - each account has historically reported only on its own audiences. The same user could be counted as a unique reach in three separate reports while appearing once across all three. Cross-account reach and frequency measurement eliminates that overlap, producing a deduplicated figure.

According to the launch documentation, advertisers build a cross-account report by selecting the desired accounts and campaigns in the report filter section, then choosing a time dimension in the customize columns panel, alongside the reach and frequency metrics relevant for the analysis. The system calculates de-duplicated reach across the selected accounts at the chosen time granularity. Selecting a time dimension without a level-of-detail dimension - advertiser account, campaign, or ad group - allows reach data aggregation above the advertiser account dimension, giving a portfolio-level view.

The time dimension options include date range, date, week, month, day of month, and year, providing granularity from daily breakdowns to full-year aggregations. The metrics available include user reach, user frequency distributions from 1 through 9 exposures plus a 10+ bucket, and average user impression frequency. That granularity matters because understanding frequency distribution - not just average frequency - tells advertisers whether a portion of the audience is seeing an ad ten times while another portion has never seen it at all.

Frequency groups at manager account level

The second component of the April 2 release concerns frequency groups, a feature Amazon introduced at unBoxed 2024 in October 2024. At that point, Amazon reported that advertisers using frequency group controls had saved up to 26% of campaign budgets from duplicate impressions and achieved up to 21% incremental reach. Frequency groups allow advertisers to apply a shared frequency cap across multiple campaigns - preventing the same user from being hit by several concurrent campaigns from the same brand.

Until April 2, frequency group reach and frequency reporting worked only at the advertiser account level. The new release extends that measurement to the manager account and cross-manager account levels. According to the announcement, to use this capability, the advertiser selects the manager account and the advertiser account that owns the frequency group within the account filter, then adds the frequency group dimension from the Targeting dimension category, a preferred time breakdown, and the relevant reach and frequency metrics.

This matters for agencies and large holding company groups running frequency groups on behalf of multiple brand clients within the same manager account. They can now view consolidated frequency group performance rather than pulling account-by-account data and attempting manual reconciliation.

Supply-level exclusive reach reporting

A third dimension of the feature covers cross-account supply exclusive reach rate reporting. By selecting the supply source dimension from the Supply dimension category, advertisers can see the exclusive reach delivered by each Amazon Streaming TV supply source. The sources covered include Prime Video Ads, Amazon Publisher Services, Twitch web video, Twitch mobile app video, Amazon live stream, Freevee, and Amazon Video Fire TV Channels.

Exclusive reach rate answers a specific planning question: how much of the audience reached on a given supply source was not already reached elsewhere in the campaign? If Prime Video ads are reaching an audience that Amazon Publisher Services also reaches, the incremental value of the Prime Video investment may be lower than it appears from impression or reach figures alone. Measuring that overlap at the account-portfolio level - rather than within a single campaign - gives media planners a more accurate picture of where marginal investment actually extends audience coverage.

The exclusive reach measurement for streaming TV concept itself is not new. Amazon introduced an initial version of it in December 2024. What changed on April 2 is that this measurement now operates across accounts rather than within a single account, and it integrates into the unified Reporting (beta) environment that Amazon launched at unBoxed in November 2025.

The Reach and Frequency template

One practical element of the April 2 release is a new report template in the Reporting (beta) UI. The template - called Reach and Frequency - provides a pre-populated starting configuration with metrics and dimensions already selected. Advertisers can use it to jump-start report building rather than constructing a report from scratch. The template is available from the Reporting (beta) landing page alongside other existing templates including Campaign, Products, Inventory, Technology, Top-of-Search Impression Share, Audience, Geography, and Conversion Path.

The inclusion of a dedicated template is a minor but telling detail. Amazon has spent the past 18 months consolidating its advertising infrastructure, and the template reflects an effort to reduce the configuration work required to access new capabilities. Amazon's unified Campaign Manager, launched at unBoxed in November 2025, made the same structural argument: that reducing operational friction is as important as introducing new functionality.

Context: a sequence of measurement launches

The April 2 release did not arrive in isolation. According to the announcement documentation, these capabilities build on a foundation introduced at unBoxed in November 2025, when Amazon launched dynamic reach and frequency reporting covering custom time period reporting across the past 15 months for Sponsored and Amazon DSP campaigns and ad groups.

In February 2026, Amazon expanded that with custom cross-campaign de-duplicated reach and frequency reporting broken down by advertiser account, supply source, and frequency group - with flexible time granularity and custom time period options. That February release also introduced the ability to measure de-duplicated reach for a global account across associated Amazon DSP and Sponsored Ads advertiser accounts.

The unified reporting system announced at unBoxed in November 2025 underpins all of this. It consolidated reporting interfaces and applications across Amazon's advertising products, enabling advertisers to filter and combine data across ad products, accounts, countries, and supply and targeting combinations through the report builder UI, reporting API, and Amazon Marketing Stream. Self-service Amazon DSP accounts received immediate access, while managed service Amazon DSP accounts were scheduled for access in Q1 2026. The April 2 cross-account reach and frequency release runs through that same infrastructure.

PPC Land's coverage of the Amazon DSP inventory management API changes in March 2026 noted that Amazon added cross-account reach and frequency measurement to the reporting API in open beta in April 2026, confirming the release timeline.

API access and technical details

The dynamic reach and frequency reporting capabilities are accessible via the public reporting API, enabling programmatic access to de-duplicated reach and frequency metrics across campaigns, ad groups, advertiser accounts, supply sources, and frequency groups. This includes cross-account and manager account frequency group breakdowns. The announcement directs developers to technical documentation for full implementation details.

The API access path is consistent with how Amazon has structured every significant reporting capability it has released since the November 2025 platform consolidation. Amazon's Brand Stores API moved to general availability in February 2026 on the same dual-access model - UI and API - that now governs reach and frequency reporting. Developers integrating Amazon ad data into external dashboards or data warehouses can pull de-duplicated cross-account reach metrics programmatically rather than relying on manual UI exports.

It is also worth noting the broader pattern. As PPC Land tracked in March 2026, Amazon has been systematically consolidating fragmented API endpoints across its advertising stack since late 2024. The February 2026 custom cross-campaign reach and frequency release and the April 2 cross-account release both arrive through this unified API v1 framework, rather than as standalone product-specific endpoints.

Geographic availability

The April 2 release is available across a broad set of markets. In North America, access covers the United States, Canada, and Mexico. In South America, Brazil. European availability spans 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, the feature is accessible in Saudi Arabia, the United Arab Emirates, Israel, Egypt, Morocco, Bahrain, and Kuwait. Asia Pacific coverage includes Australia, India, Japan, China, New Zealand, and Singapore.

That list of 36 markets matches closely with the geographic availability Amazon used for its unified Campaign Managerand unified reporting system releases in November 2025, suggesting the same account infrastructure underpins all three.

The feature is available to all advertisers, including both managed service and self-service clients, across all verticals.

Why this matters for media planning

The practical significance for media buyers is not trivial. Large advertisers running simultaneous campaigns across Amazon DSP and Sponsored Ads - often in separate accounts, sometimes managed by separate agency teams - have long faced the problem of not knowing how many unique users their combined investment is reaching. Without de-duplication, reach appears additive when it is partly overlapping.

Amazon's Optimal Frequency solution in Amazon Marketing Cloud, launched in October 2024, addressed part of this problem by helping advertisers identify the ideal frequency for driving campaign performance. But that tool worked at the campaign or account level. Cross-account de-duplicated measurement extends the analytical scope to the full portfolio.

The goal-based bidding feature Amazon launched in September 2024 let advertisers set explicit reach and frequency goals for brand campaigns, with the system automatically optimizing bids to hit those targets. Measuring whether those targets are being met - across accounts, across ad products, across streaming TV supply sources - is now possible through the April 2 release in a way it was not before.

Industry analysis on advertising frequency measurement has consistently identified imprecise cross-channel measurement as a primary source of confusion in planning. Cross-platform and cross-account de-duplication remains a hard technical problem. Amazon's approach addresses the problem within its own ecosystem - it does not resolve cross-platform measurement against Google, Meta, or other channels - but for advertisers whose Amazon investment is significant, the ability to produce a single, trusted reach number across all Amazon Ads accounts is a meaningful analytical improvement.

Timeline

  • October 15, 2024 - Amazon unveils frequency groups and goal-based bidding for Amazon DSP at unBoxed 2024 in Austin, Texas; advertisers using frequency controls report saving up to 26% of budgets and gaining up to 21% incremental reach
  • December 23, 2024 - Amazon launches cross-campaign reach and frequency measurement via frequency groupsand exclusive reach rate for streaming TV inventory
  • November 11, 2025 - Amazon launches unified reporting system and unified Campaign Manager at unBoxed 2025; dynamic reach and frequency reporting introduced covering the past 15 months of Sponsored Ads and Amazon DSP data
  • February 2026 - Amazon expands dynamic reach and frequency reporting with custom cross-campaign de-duplicated reporting broken down by advertiser account, supply source, and frequency group; custom cross-campaign reach and frequency measurement added to reporting API in open beta
  • April 2, 2026 - Amazon launches cross-account reach and frequency reporting, enabling de-duplicated measurement across multiple Amazon Ads accounts; frequency group measurement extended to manager account and cross-manager account levels; supply exclusive reach rate reporting extended across accounts; Reach and Frequency report template added to Reporting (beta) UI

Summary

Who: Amazon Ads, addressing all advertisers - both managed service and self-service, across all verticals - running campaigns across Amazon DSP and Sponsored Ads accounts in 36 markets globally.

What: Cross-account reach and frequency reporting, launched on April 2, 2026, enabling de-duplicated reach measurement across multiple Amazon Ads accounts with flexible time granularity, extended frequency groupmeasurement to manager account and cross-manager account levels, and supply-level exclusive reach rate reporting across accounts. A dedicated Reach and Frequency report template is also available in the Reporting (beta) UI.

When: The launch occurred on April 2, 2026. It builds on the dynamic reach and frequency reporting foundation introduced at unBoxed in November 2025 and the February 2026 expansion covering custom cross-campaign de-duplicated reporting.

Where: Available in 36 markets across North America, South America, Europe, the Middle East, and Asia Pacific. Accessible through the Reporting (beta) UI and the public reporting API within the Measurement and Reporting section of the Amazon Ads console.

Why: Advertisers running campaigns across multiple Amazon Ads accounts have lacked a reliable method to measure the true unduplicated audience their combined investment reaches. Separate account-level reports produce overlapping reach figures, making it difficult to allocate budgets accurately, manage audience exposure, or plan against reach goals across Sponsored Ads and DSP simultaneously. The April 2 release provides a single, unified measurement layer addressing that gap within the Amazon advertising ecosystem.

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