Amazon launches unified reporting system across advertising products

Amazon Ads announced on November 11, 2025 the launch of a unified reporting experience that consolidates reporting interfaces and applications across the entire platform. The open beta enables 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.

The new Reporting (Beta) landing page provides a list of report templates with prepopulated metrics and reporting dimensions to accelerate report building. Advertisers can create a new report by clicking "Create report" and view all existing reports from a centralized location.

The report builder UI offers an intuitive workflow, enabling advertisers to filter reports by manager account, advertiser account, campaign, country, and ad product-level. Advertisers can customize reports by combining dimensions such as targeting, supply, technology, and geography, and select from a standardized list of campaign metrics.

Amazon simplified metric names and definitions across campaign types and ad formats for streamlined cross-channel reporting across the entire advertising investment. This standardization addresses a longstanding challenge where different ad products used varying terminology for similar metrics, complicating performance analysis across campaigns.

The platform extends date range flexibility significantly. Advertisers can access data extending back two weeks for hourly reporting, 15 months for daily or weekly reporting, or up to six years for monthly, yearly, or summary-grain reporting. This represents a substantial expansion from previous reporting capabilities, which typically offered more limited historical access.

According to Amazon's announcement documentation, the consolidated reporting experience significantly reduces time spent on report generation from hours to minutes. This efficiency gain enables faster decision-making across Sponsored Ads and Multimedia Solutions with Amazon Ads.

The historical data access enables year-over-year analysis and reporting on seasonal trends, particularly valuable for advertisers planning campaigns around major shopping events. The 15-month daily data window allows advertisers to compare current performance against the same period in the previous year while accounting for day-of-week variations.

The flexible dimension combinations provide granular performance insights across Level of detail, Supply, Technology, and Geography categories. Advertisers can also access product-level and audience-level reporting options, enabling detailed analysis of which products drive performance and which audience segments deliver the strongest results.

Geographic availability spans 28 markets across six global regions. North America access includes the United States, Canada, and Mexico. South America coverage extends to Brazil. European markets include Germany, Spain, France, Italy, United Kingdom, Belgium, Switzerland, Poland, Turkey, Austria, Netherlands, Sweden, Finland, Norway, Ireland, Denmark, and Luxembourg.

Middle East availability spans Saudi Arabia, United Arab Emirates, Israel, Egypt, Morocco, Bahrain, and Kuwait. Asia Pacific access includes Australia, India, Japan, China, New Zealand, and Singapore.

All advertisers worldwide who access Amazon Ads reporting via the Ads Console, reporting APIs or Amazon Marketing Stream can access the unified reporting experience. All self-service Amazon DSP accounts will be included upon launch, and managed service Amazon DSP accounts will become available in Q1 2026.

The feature is accessible through three distinct channels: Amazon Ads Console (UI), Reporting API, and Amazon Marketing Stream. This multi-channel access ensures advertisers can integrate reporting data into existing workflows and third-party platforms through programmatic API connections.

The announcement arrives as Amazon consolidates its advertising platform through the Campaign Manager interface announced at the same unBoxed conference. That platform delivers standardized reporting through data tables showing campaign performance across advertising products, while the unified reporting experience provides the underlying data infrastructure supporting these capabilities.

Amazon has systematically enhanced its reporting capabilities throughout 2024 and 2025. The platform introduced conversion path reporting in January 2025, tracking customer interactions across a 30-day window prior to purchase. That reporting system incorporates data from Sponsored Products, Sponsored Brands, Sponsored Display, Sponsored TV, and Amazon DSP advertising formats.

The company also launched enhanced advertiser accounts that consolidate access to all Amazon Ads products through a single registration process. The centralized reporting infrastructure enables offline report generation across multiple countries, eliminating the previous requirement to compile data from separate regional accounts.

Amazon's advertising services revenue reached $15.7 billion in the second quarter of 2025, representing a 22% increase year-over-year according to financial results announced July 31, 2025. This growth significantly outpaced the company's overall revenue growth of 13% year-over-year.

The unified reporting experience addresses fragmentation challenges that have complicated campaign analysis. Previously, advertisers needed to access separate reporting interfaces for Sponsored Ads versus Amazon DSP campaigns, manually consolidating data from multiple sources to understand cross-channel performance.

The standardized metrics represent a technical challenge given the different measurement methodologies used across advertising products. Amazon DSP operates as a demand-side platform accessing third-party inventory, while Sponsored Ads operate exclusively within Amazon's retail environment. Aligning metrics across these different environments required architectural changes to ensure consistent definitions.

The platform's ability to combine data across accounts proves particularly valuable for agencies and enterprise organizations managing multiple client accounts or brands. Senior traders managing 15 or more client accounts can now generate consolidated reports spanning all managed advertisers without switching between separate interfaces.

The report builder interface includes filtering capabilities that enable advertisers to segment performance data by specific dimensions. An advertiser can filter by campaign type to analyze Sponsored Products performance separately from Sponsored Brands, then combine the data to understand overall sponsored ads investment effectiveness.

The technology and geography dimension combinations enable analysis of how campaigns perform across different devices and markets. An advertiser operating in multiple European markets can compare mobile versus desktop performance in Germany against the same metrics in France, identifying market-specific optimization opportunities.

Supply dimension reporting provides visibility into where impressions occur, particularly relevant for Amazon DSP campaigns that access third-party inventory beyond Amazon's owned properties. Advertisers can analyze performance across Amazon-owned placements like Prime Video versus third-party exchange inventory, informing supply source allocation decisions.

The hourly reporting capability enables intraday optimization for time-sensitive campaigns. An advertiser running a limited-time promotion can monitor performance throughout the day and adjust bids or budgets in response to real-time results rather than waiting for daily reporting updates.

Amazon introduced Amazon Marketing Stream as a data-streaming service that delivers advertising performance metrics and campaign changes to advertisers through Amazon Web Services integration. The service provides hourly traffic and conversion data, representing a significant improvement over the daily granularity available through the reporting API.

The API access enables programmatic report generation and data integration with third-party analytics platforms. Advertisers using tools like Tableau or Looker can connect directly to Amazon's reporting API, pulling data automatically into custom dashboards without manual CSV exports.

The managed service Amazon DSP account delay until Q1 2026 suggests technical complexity in migrating enterprise accounts with custom reporting configurations. Managed service accounts typically include sophisticated attribution models and custom conversion tracking that require additional development work to integrate with the new reporting infrastructure.

The feature does not replace existing reporting capabilities but rather provides an additional interface designed for cross-product analysis. Advertisers can continue using product-specific reporting tools for detailed campaign management while leveraging the unified experience for strategic portfolio analysis.

Timeline

• December 2024: Amazon debuts data streaming service for advertising metrics optimization through Amazon Marketing Stream
• January 2025: Amazon introduces conversion path reporting to measure advertising effectiveness across multiple touchpoints
• July 2025: Amazon advertising revenue reaches $15.7 billion in Q2 2025, marking 22% year-over-year growth
• October 2025: Amazon launches unified account for global campaign management across advertising products
• October 2025: Amazon DSP forecasting API reaches general availability for programmatic campaign projections
• November 11, 2025: Amazon announces unified reporting experience in open beta at unBoxed 2025
• November 11, 2025: Amazon unveils Campaign Manager platform unifying DSP and sponsored ads in single interface
• Q1 2026: Managed service Amazon DSP accounts scheduled to receive access to unified reporting experience

Summary

Who: Amazon Ads announced the unified reporting experience for all advertisers worldwide who access reporting via the Ads Console, reporting APIs or Amazon Marketing Stream. All self-service Amazon DSP accounts receive immediate access, while managed service Amazon DSP accounts will gain access in Q1 2026.

What: A unified reporting experience that consolidates reporting interfaces and applications across Amazon Ads, enabling advertisers to filter and combine data across ad products, accounts, countries, and supply and targeting combinations. The system provides standardized metrics, extended historical data access (up to six years for monthly reporting, 15 months for daily reporting), and flexible dimension combinations for granular performance analysis.

When: Amazon announced the open beta on November 11, 2025 at unBoxed 2025, the company's annual advertising conference. Managed service Amazon DSP accounts will receive access in Q1 2026.

Where: The feature is available in 28 markets across six regions: North America (United States, Canada, Mexico), South America (Brazil), Europe (14 markets including Germany, United Kingdom, France, Spain, Italy), Middle East (7 markets including United Arab Emirates, Saudi Arabia), and Asia Pacific (6 markets including Australia, Japan, India, Singapore). Access occurs through Amazon Ads Console UI, Reporting API, and Amazon Marketing Stream.

Why: The unified reporting experience addresses fragmentation challenges where advertisers previously needed to access separate reporting interfaces for different ad products, manually consolidating data from multiple sources. According to Amazon's announcement, the consolidated reporting experience significantly reduces time spent on report generation from hours to minutes, enabling more efficient decision-making across Sponsored Ads and Multimedia Solutions with Amazon Ads.