Amazon moved unified reporting for Sponsored Ads and Amazon DSP out of beta and into general availability in the Ads Console in June 2026. For advertisers running both, it is the most consequential reporting change in a while. For advertisers running only Sponsored Products, it is a signal worth reading.
Here is what changed, why your numbers may look worse without anything getting worse, and what not to do about it.
What happened
Until now, Sponsored Ads and Amazon DSP lived in effectively separate reporting worlds. Different interfaces, different attribution treatment, different metric definitions. If you ran both, reconciling them was a manual exercise, and most advertisers either did it badly or did not do it at all.
Unified reporting puts both into a single view inside the Ads Console. It is now generally available rather than an opt-in beta.
Worth being precise about scope: this is a reporting change. Nothing about the auction, delivery, or how your campaigns spend has changed. What changed is how performance is reported back to you.
Why your numbers may look different
The main practical effect is deduplication. When a shopper saw a DSP display impression and later clicked a Sponsored Products ad and purchased, both systems could credit that conversion independently. Add the two reports together and you counted one sale twice.
A unified view reconciles that. Which means for advertisers running both channels, total attributed conversions can come down and blended ROAS can look worse, while actual sales are completely unchanged.
This is the part that causes bad decisions. A number that drops for measurement reasons looks identical, in a dashboard, to a number that drops for performance reasons. If you have a weekly reporting rhythm and you do not know the switch date, you will read a measurement artifact as a performance problem.
What to do about it
Write down the switch date. This sounds trivial and it is the single most useful thing you can do. Every trend line you look at for the next quarter needs a marker on it. Without that marker, you will spend a meeting arguing about a step change that has no cause.
Re-baseline before you react. Give yourself at least two clean weeks under the new reporting before you compare anything to anything. Comparing a post-change week to a pre-change week tells you about the change, not about your account.
Audit anything downstream that reads your reports. Exports, client dashboards, spreadsheets with hardcoded column positions, and any automated rule that acts on reported metrics. This is the one that bites agencies. If you have performance rules firing on ACoS or ROAS thresholds, confirm what those rules read and whether the thresholds still mean what you set them to mean. A rule tuned to a pre-dedup ROAS number will behave differently against a post-dedup one, and it will do it quietly.
If you only run Sponsored Products, mostly ignore this. Your numbers should be substantially unaffected. But note the direction of travel: Amazon is consolidating measurement across its ad products, which over time makes standalone channel reporting less central. Worth watching, not worth acting on.
The wider read
Amazon has been steadily reducing the number of places advertisers have to look and, in the process, the number of ways advertisers can construct their own version of the truth. Unified reporting is a genuine convenience. It is also one more piece of the picture that is defined for you rather than by you.
That is not a criticism. Reconciling DSP and Sponsored Ads by hand was a bad use of anyone's time. It just means the discipline of keeping your own records, with your own definitions, becomes more valuable rather than less. See our note on what to pull and when if you do not have an export routine already.
Frequently asked questions
What is Amazon unified reporting? Unified reporting brings Sponsored Ads and Amazon DSP performance into a single reporting view inside the Ads Console, rather than requiring advertisers to pull and reconcile the two separately. It moved from beta to general availability in June 2026.
Will my ROAS numbers change under unified reporting? If you run both Sponsored Ads and Amazon DSP, yes. Conversions that were previously credited in both systems are reconciled in a unified view, so totals that were inflated by double-counting will come down. If you only run Sponsored Products, your numbers should be largely unaffected.
Do I need to change my campaigns because of unified reporting? No. This is a reporting change, not an auction or delivery change. Your campaigns run the same way they did before. What changes is how performance is presented back to you.
Should I adjust bids based on the new reporting numbers? Not in the first two weeks. A shift in reported performance caused by a measurement change is not a shift in actual performance. Re-baseline first, note the date of the switch, and give yourself a clean comparison window before acting.
Off Hours is dayparting and budget automation for Amazon Ads. Set your rules once in plain English, and they run every day across every account you manage. Start a free 14-day trial.