Amazon Advertising Reports: Every Report Type in 2026

Amazon advertising reports changed more in 2026 than in the previous five years. Report types became dimensions you tick, metrics were renamed, and the pages most sellers have used since 2018 shut down on December 31.

This guide covers every report Amazon Ads offers today, how to build each one in unified reporting, the reporting rhythm we run on the accounts we manage, and a migration checklist to finish before the deadline.

What Are Amazon Advertising Reports?

Amazon advertising reports are downloadable performance files from the Amazon Ads console that show how your Sponsored Products, Sponsored Brands, display ads and DSP campaigns delivered: impressions, clicks, spend, purchases, sales and the ratios built from them, such as ACOS (advertising cost of sales) and ROAS (return on ad spend).

In 2026 they live in one place. In Amazon Ads Agent (the console's name since September 29, 2026), click Reporting in the left navigation.

Two other sources sit beside them. Amazon Marketing Stream pushes hourly data through the Ads API, and Amazon Marketing Cloud (AMC) answers cross-channel questions no standard report can. Seller Central's Brand Analytics and Business Reports aren't ad reports, but you need them to judge ads properly.

What Changed in Amazon Ads Reporting in 2026

Four changes this year affect every report you pull. If a spreadsheet, a BI connector or a client deck depends on Amazon's column names, all four matter.

1. Unified Reporting Replaced the Report Centers

Amazon made unified reporting generally available on June 8, 2026. One report can now cover several manager or advertiser accounts, every ad product and every country, on standardized metric names.

According to Amazon's migration page, updated October 19, the Sponsored ads reports page and the Display, Video and Audio campaigns reports page shut down on December 31, 2026. All saved reports, schedules and historical files still on them are permanently deleted that day.

From December 17 you can't create or edit reports on the old pages. They stay readable for two weeks, then disappear.

2. Metrics Were Renamed

The numbers didn't change, but most names did. The unified reporting overview lists the mapping; these are the ones that break spreadsheets:

3. Conversions Report on the Traffic Date

Unified reporting puts every conversion on the date of the ad click or view, not the date of the purchase. Sponsored Products already worked this way; DSP and legacy Sponsored Brands campaigns didn't.

If you compare a DSP week before and after migration, expect more conversions early in a flight and fewer later. The total is the same; the dates moved.

4. View Attribution Tightened on January 1

From January 1, 2026, vCPM Sponsored Brands, vCPM display ads and DSP ads in the Amazon store use a new view attribution model. Click attribution didn't change.

The old count survives as "all views" metrics, such as Purchases (all views), which include every ad view over 14 days. If your view-through ROAS dropped in January, compare the two before you cut budget.

Every Amazon Advertising Report Type in 2026

Unified reporting has no fixed "report types". You build a report from dimensions (the rows) and metrics (the columns), and the old report types become combinations of dimensions.

The Dimensions reference, updated October 23, 2026, lists them all. Here is how each familiar report maps, by ad type.

1. Sponsored Products Reports

Sponsored Products has the most reports, and they drive most weekly decisions.

The search term report deserves its own guide, and has one: our Amazon search terms report guide covers the columns, the 65-day lookback and the weekly harvest routine.

Invalid traffic is worth knowing about even if you never open the report. Amazon's traffic validation page says it monitors traffic for up to 30 days and removes invalid clicks and impressions from invoices and reports, so recent days can shift slightly.

2. Sponsored Brands Reports

Sponsored Brands reports use the same dimensions: keyword (targeting), search term, campaign, placement and attributed purchases (converted product).

Two gaps matter. Legacy Sponsored Brands campaigns, the ones without ad groups, aren't supported in unified reporting yet. The category benchmark report isn't either; Amazon says benchmarks are planned for later in 2026.

Sponsored Brands placement data is coarser than Sponsored Products: top of search versus everything else. Sales attribute over 14 days.

3. Display Ads (Sponsored Display) Reports

Sponsored Display is now called display ads inside Amazon Ads Agent, and appears as "Display" in parts of the console as of 2026. Its reports cover campaign, targeting, advertised product, purchased product and matched target, the product pages your ads appeared on.

Matched target is the display ads report we open most. It shows which competitor and complementary pages convert, so you can target them directly. Our display ads guide covers the targeting side.

4. DSP (Display, Video and Audio) Reports

DSP campaigns are now Display, Video and Audio (DVA) campaigns: order became campaign, line item became ad group, creative became ad. Unified reporting adds DVA dimensions the sponsored ads world never had, such as supply source, site or app, audience segment, frequency group, device and geography.

Watch the base metrics. In unified reporting "Purchases" and "ROAS" include halo conversions. For promoted products only, use Purchases (promoted) and ROAS (promoted).

Our guide to Amazon DSP reports goes deeper on reach, frequency and audience reporting.

5. Prompts Reports

Sponsored Products and Sponsored Brands prompts are the AI-generated questions that appear in shopping results and on product pages. They became generally available in the US on March 25, 2026 and are billed per click.

The prompts report shows prompt text, the associated ad, impressions, clicks, CTR, CPC, spend, sales, ACOS, ROAS and 7-day orders and units. It sits on the legacy report page (Create report, Sponsored Products, Prompts), and unified reporting doesn't carry it yet.

That creates a real risk. If Amazon hasn't added prompts to unified reporting by December 31, download your prompt history before the old page closes. Our prompts guide explains how to manage them.

6. Amazon Marketing Stream (Hourly Data)

Amazon Marketing Stream is a push-based feed that delivers hourly traffic and conversion metrics for sponsored ads and DSP, plus campaign changes in near real time. It runs through the Ads API, so you need an API integration or a partner.

The console now has a lighter version. Unified reporting includes an Hour dimension with 14 days of history, per Amazon's data availability page. That's enough to spot an hour-of-day pattern, but not to manage budgets as the day unfolds.

For live pacing and dayparting, you still need Stream. Our Amazon Marketing Stream guide covers the setup.

7. Amazon Marketing Cloud

Amazon Marketing Cloud is a clean room: event-level, anonymized ad and shopping data you query to answer questions standard reports can't, such as how DSP and search ads combine on the path to purchase.

Since September 16, 2025, sponsored ads advertisers can open AMC from Measurement and Reporting, with no-code templates and AI query help. In May 2026 Amazon added household-level fields for reach and frequency, with data from April 10, 2026.

The AMC reports we run most are path to conversion, overlap between ad types, new-to-brand and time to conversion. AMC also builds audiences, which our AMC custom audience guide walks through.

8. Brand Analytics and Business Reports (Not Ad Reports)

These two live in Seller Central, not the ads console, and people mix them up with ad reports constantly.

Brand Analytics is for brand representatives in Brand Registry. Its Search Query Performance dashboard shows your share of impressions, clicks, cart adds and purchases for top queries, organic and Sponsored Products together. The Amazon Search Terms dashboard ranks the most popular searches store-wide.

Business Reports show total sessions, page views, conversion and sales by ASIN, ad-driven and organic combined. That's the denominator for TACOS (total ad spend ÷ total sales).

The distinction matters. An ad report shows attributed sales; Business Reports show what the whole listing sold. Our guides to Brand Analytics and Business Reports cover each one.

How to Build a Report in Unified Reporting

Amazon's report builder guide walks through four cards. Here is how we fill them in for the weekly account report.

1. Start a Report or Pick a Template

In Amazon Ads Agent, click Reporting, then Create report, or pick from Create report with template. Templates are the fastest way to rebuild a familiar legacy report.

Give it a name you'll recognize in six months, such as "US+CA weekly, all ad products".

2. Set the Filters

Under Accounts, add advertiser accounts or a manager account. "Add current and future accounts" keeps new accounts in the report automatically, which saves agencies a monthly chore.

Then narrow Campaigns, Country and Ad product if you need to. Sponsored TV and legacy Sponsored Brands campaigns aren't supported yet.

3. Choose Dimensions and Metrics

Every report needs at least one time dimension, one level-of-detail dimension and one metric. Hover over a greyed-out field to see which selection blocks it.

Two restrictions catch people. Traffic metrics such as impressions and clicks aren't available with Converted product, and Audience segment limits the other dimensions because one impression can match several segments.

4. Set the Report Period

The default is the last 7 days. Each time grain has a history limit and a single-pull limit, which is the part most people miss:

Some fields start later: Advertised product and Converted product from February 13, 2025, and off-Amazon conversions from June 27, 2025. Dates before that come back blank.

5. Schedule the Delivery

Under Delivery settings, set Report frequency to Daily, Weekly or Monthly, then the day, time and time zone. Add recipients under Send to.

Be careful with that list. Amazon says anyone can open the emailed link, with or without an Amazon Ads login, so keep client and agency lists internal.

6. Know the Limits

Reports over 25 GB time out. Amazon suggests a shorter date range, fewer than 50 advertisers or fewer dimensions.

Unified reporting is also available through Amazon Marketing Stream and the Reporting API, both in beta, for teams that want the same data model in their own warehouse.

Reading Reports: A Placement Worked Example

A report earns its place by changing a decision. The placement report is the clearest example, because the campaign average hides the answer.

In the example (illustrative numbers), the campaign runs at 25.6% ACOS against a 30% target. It looks healthy, so most people leave it alone.

Split by placement, top of search runs at 20% and product pages at 40%. Divide the target by each placement's ACOS: 30 ÷ 20 = 1.5, so a top-of-search click could cost up to 50% more at the same conversion rate before hitting target.

Lower the base bid 10% and set the top of search modifier to +50%. Top of search now bids 0.9 × 1.5 = 1.35 times what it did, while the weaker placements bid 0.9 times. Our placement bid modifiers guide covers the mechanics.

The same divide-by-target logic works on the targeting report (per keyword) and the advertised product report (per ASIN).

Which Amazon Advertising Reports to Schedule Weekly

Not every report deserves the same attention. Here is the cadence we run on the accounts we manage, grouped by the decision each report drives.

1. Every Day: Pacing

Look at hourly spend against sales and at campaigns running out of budget before evening. Daily reports tell you on Tuesday that Monday's budget ran out at 2 p.m.; hourly data tells you at 2 p.m.

2. Every Monday: Optimization

Schedule four reports to land at 7 a.m. Monday, each covering the last 30 days:

• Search terms, to harvest converting terms into exact and negate waste.

• Targeting, to bid up targets under target ACOS with impression room and bid down or pause those well over it.

• Placement, to adjust modifiers as in the example above.

• Advertised product, to cut spend on ASINs that are out of stock, unprofitable or losing the Featured Offer.

Ignore the most recent 7 days for any "no sales" call. Sales keep attributing for 7 days after the click for Sponsored Products sellers and 14 days for everything else.

3. Every Month: Direction

Run a campaign report by ad product for the spend mix, ROAS and new-to-brand purchases. Add converted product to see halo sales, and impression share to see where you're outbid.

Then pull Business Reports and calculate TACOS. If ad sales grow while total sales stay flat, ads are cannibalizing organic orders.

4. Every Quarter: Strategy

Use AMC for path to conversion and overlap, DSP reports for reach and frequency, and Search Query Performance for your share of category demand. These answer "where should next quarter's budget go", not "what do I change today".

Add the Search Term Impression Share report for hero keywords: it shows your share of ad impressions on a term and your rank among advertisers.

Migration Checklist Before December 31, 2026

Amazon's migration tool, available since September, moves saved and scheduled reports automatically. It doesn't move everything, and it won't fix spreadsheets that read the old column names.

1. List Every Saved and Scheduled Report

Go through the Sponsored ads and DSP report pages for every account and country. Note who receives each report and what it feeds.

2. Download the History You Want to Keep

In each report's Actions menu, click History and download the files. The tool migrates only active reports from the last 24 months, and files left on the old pages are deleted on December 31.

3. Run the Migration Tool

On the legacy report page, click Start migration in the blue banner, then Confirm. A status table shows each report's result, and migrated reports appear under Reporting.

You can also rebuild reports by hand or from a template, which is often cleaner for reports nobody has reviewed in a year.

4. Read Every Failed Row

Hover over the Migration status column for the reason. These report types can't migrate yet: pricing transparency, conversion path, Amazon Attribution, the Sponsored Products retailer dimension, Sponsored Products and Sponsored Brands prompts, Sponsored Products video, industry standard, benchmark, the Sponsored Products budget report and the Amazon Business Sponsored Products placement report.

Download those manually until Amazon adds them. If you use Amazon Attribution for off-Amazon traffic, check its reporting path in particular.

5. Remap Renamed and Dropped Fields

Update every spreadsheet and connector to the new names in the table above. Some fields drop entirely: top-of-search impression share is campaign level only in unified reporting, and DSP pixel conversion metrics are deprecated.

6. Reconcile One Week Side by Side

Run the same week in both systems. Sponsored Products should match; DSP and legacy Sponsored Brands will differ by day because of the traffic-date change, but should match in total.

7. Repoint Every Sheet, Connector and Inbox

Update BI connectors, client decks, Looker or Sheets imports and email recipient lists. A report nobody repoints simply stops arriving on January 1.

8. Freeze by December 17

After December 17 you can't create or edit legacy reports. Finish migration by then and treat December 17 to 30 as the window for final downloads.

Mistakes We See in Real Accounts

• Waiting for December. The 45-day warning lands November 16 and the pages lock December 17. Teams that start in late December lose the ability to fix anything.

• Comparing old and new DSP numbers directly. "Purchases" now includes halo, and conversions moved to the traffic date. The trend can look like a jump that never happened.

• Pulling 18 months at daily grain. The date grain caps a single report at 120 days. Use week or month for long ranges.

• Judging on the last 7 days. Attribution is still filling in. Recent "zero sales" targets often convert by next Monday.

• Treating ad sales as total sales. Ad reports show attributed sales only. Without Business Reports you can't see whether ads grew the business or just took credit for organic orders.

• Forwarding report emails outside the team. The link opens for anyone who has it.

How We Handle Reporting in Adbrew

Everything above works in the Amazon Ads console. It stops scaling when you run ten accounts, four ad products and a client who wants a branded deck every Monday.

Adbrew is an agentic retail media management platform for Amazon and Walmart, and reporting is where most teams feel the time saved first:

• Custom dashboards. Build dashboards that combine ad, retail and profit data across accounts, with filters for placement, campaign label, campaign type, campaign and ad group.

• Shareable and white-labeled. Share a dashboard by link instead of exporting a CSV. On Enterprise, white labelling and a custom domain let agencies send clients dashboards under their own brand.

• Hourly data. Adbrew pulls Amazon Marketing Stream every hour, so pacing and dayparting run on today's numbers, not yesterday's file.

• AMC without SQL. Pre-built AMC reports such as path to conversion, overlap and new-to-brand, refreshed daily.

• Reports from a sentence. Ask Adbrew Intelligence for "a weekly summary by brand with TACOS and new-to-brand sales", and the agent builds the dashboard. The same works from Claude or ChatGPT through the Adbrew MCP server.

This is a dashboard in Adbrew: tabs for a monthly changelog, product trends, a live view and a daily view, filters across the top, account KPIs against the previous period, and a share button for the link.

Seller Presto saves more than 250 hours of manual optimization a month on Adbrew, and brands on Adbrew cut ACOS by 46% on average. Reporting time is a large part of those hours.

Get Your Reports Off the Old Pages This Month

The reports themselves are as useful as ever. What changed is where they live, what the columns are called and the date the old ones disappear.

Migrate before December 17, then build the Monday routine around the reports that change decisions. Want dashboards that pull all of this together for every account? Book a demo and we'll set one up on your data.