If you're running both Sponsored Ads and Amazon DSP, you've been living with a reporting problem for a while: two separate dashboards, two separate methodologies, and no clean way to see your full ad picture in one place. That changed on June 8th.
Amazon Ads moved its unified reporting feature from open beta to general availability, and it's worth understanding what's actually new, what's being retired, and what you need to do before December 31st.
What Unified Reporting Does
The new unified report builder lives in your Ads Console under Measurement and Reporting, then Reporting. From there, you can pull Sponsored Products, Sponsored Brands, Sponsored Display, and Amazon DSP data into a single report. You can filter and segment across campaign, placement, and audience in one query, and you can run it across multiple accounts, ad products, and countries at once.
For brands that have been exporting separate Sponsored Ads and DSP reports and stitching them together in a spreadsheet, this is a real time-saver. The template gallery also makes it easier to get started: pre-built templates cover advertised products, search terms, placement performance, audience segments, geography, converted products, and campaign-level metrics across all ad types.
Historical data goes back 15 months at daily or weekly grain, and up to six years at monthly or annual grain. That's more history than most brands have ever had clean access to in a single view.
The Attribution Change That Matters
The part of this update that deserves the most attention isn't the new UI. It's the attribution methodology change. Amazon shifted from a conversion-based attribution model to a traffic-based model in unified reporting. If you're used to the numbers from the legacy Sponsored Ads reports, your unified reporting numbers may look different, and the difference isn't a bug.
The conversion-based model could count the same event more than once across reporting interfaces. Traffic-based attribution standardizes the count. The intent is to give you a more accurate picture, but if you're comparing new reports to old benchmarks, you'll want to understand why the numbers shifted before drawing any conclusions.
This is also worth flagging to anyone on your team who owns ad reporting. A methodology change that happens quietly, without a prominent announcement in the dashboard, is exactly the kind of thing that creates confusion in a quarterly review. Now you know about it.
What's Being Retired and When
Two legacy reporting pages are going away on December 31, 2026: the Sponsored Ads reports page (previously at Measurement and Reporting, then Sponsored Ads reports) and the Amazon DSP reports page (previously at Measurement and Reporting, then Amazon DSP reports). Both are being replaced by the unified reporting system.
If you have scheduled reports set up in either legacy location, you'll need to migrate them to the new system before the deadline. Amazon says an automated migration tool is coming, but as of this writing, no specific date has been given for when it'll be available. The safe play is to start migrating manually now rather than waiting for a tool that doesn't have a ship date.
Managed service advertisers are now included in unified reporting, too. During the beta period, it was self-service only. That's a meaningful expansion for brands working with Amazon's managed service teams.
What to Do Now
The immediate action is to log into your Ads Console, find the new unified reporting section, and run a test report that mirrors one of your existing scheduled reports. Compare the output. If the numbers look different from what you're used to, the attribution methodology change is likely the explanation.
For any scheduled reports that live in the legacy Sponsored Ads or DSP reporting pages, start the migration process. December 31st sounds distant, but scheduled reports that break quietly on January 1st have a way of not getting noticed until something important is missing. Our Amazon advertising team can help you audit your current reporting setup and make sure nothing falls through the cracks in the transition.
If you want to walk through your reporting setup and make sure you're getting the full picture from your ad spend, schedule a call and let's take a look together.