Amazon Ads Unified Reporting 2026: What Sellers Need to Change Before Legacy Reports Shut Down

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Amazon advertising reporting is going through one of its biggest structural changes in years.

Amazon's Unified Reporting experience is now generally available, bringing Sponsored Ads and Amazon DSP reporting into one centralized reporting environment. More importantly, Amazon says the existing Sponsored Ads Reports and Amazon DSP Reports pages will shut down on December 31, 2026. Any saved reports, schedules, and historical data remaining on those legacy report pages after the deadline will be deleted.

For Amazon sellers, vendors, agencies, and brands, this isn't simply a user-interface redesign.

The transition can affect:

• PPC dashboards
• Weekly reporting
• ACoS and ROAS comparisons
• Scheduled report emails
• API integrations
• DSP reporting
• Attribution analysis
• Historical comparisons
• Promoted-product vs. halo sales
• Internal agency reporting systems

The biggest mistake would be waiting until December to investigate it.

If your business depends on Amazon advertising reports, your migration should happen while you still have time to compare the old and new outputs side by side.

At Adorbix, that's exactly how we'd approach this change: migrate early, map the metrics correctly, validate the numbers, and only then replace the existing reporting workflow.

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What Is Amazon Ads Unified Reporting?

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Unified Reporting consolidates advertising data across multiple Amazon Ads products and accounts into a single reporting interface.

Instead of separately downloading Sponsored Products, Sponsored Brands, Sponsored Display, and Amazon DSP reports and combining them manually, advertisers can build reports across multiple accounts, countries, ad products, metrics, and dimensions from the same reporting environment. (Amazon Ads)

You can access it through:

Amazon Ads Console → Measurement and Reporting → Reporting

The system supports:

• Custom reports
• Pre-built report templates
• Scheduled reports
• Multiple advertiser accounts
• Multiple countries
• Multiple ad products
• Campaign, placement, audience, and other dimensions

Amazon says Unified Reporting can reduce report-building time and gives advertisers standardized dimensions and metrics across ad products. (Amazon Ads)

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Why Amazon Is Replacing the Old Reports

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Historically, Amazon's ad products developed separate reporting systems.

That created terminology inconsistencies.

For example, something called a:

Campaign

in Sponsored Ads might historically have been called an:

Order

in Amazon DSP.

Likewise:

Clicks in Sponsored Ads corresponded to Click-throughs in some DSP reporting terminology.

Unified Reporting standardizes those terms so advertisers can analyze different Amazon Ads products through a more consistent framework.

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The direction is clear:

Old model

Sponsored Ads report

• DSP report
• spreadsheets
• manual mapping
• agency dashboard logic

↓

New model

Unified reporting layer

↓

Sponsored Ads + DSP + multiple accounts + standardized metrics

For advertisers managing large portfolios, that can significantly reduce reporting complexity.

But only if the migration is handled correctly.

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The Deadline Amazon Advertisers Need to Know

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Amazon's migration schedule currently includes these key dates:

DateWhat HappensJune 8, 2026Manual migration openedEnd of August 2026Amazon says self-migration functionality becomes availableNovember 16, 202645-day shutdown warningDecember 17, 2026Net-new creation/editing in old reporting centers disabled; legacy reports become read-onlyDecember 31, 2026Legacy Sponsored Ads and Amazon DSP report centers shut down

Amazon says saved reports, scheduled reports, and historical information remaining on the legacy report pages will be permanently deleted at shutdown, so advertisers should migrate anything they still depend on before December 31. Amazon notes that the migration dates are subject to change.

Don't make December 30 your migration date.

For a serious advertiser, I'd treat September and October as the validation period.

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The Biggest Change Isn't the Interface—It's the Metric Mapping

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This is where things become important for agencies and advanced advertisers.

Amazon says Unified Reporting standardizes metric names, definitions, terminology, and attribution presentation across Amazon Ads products. In many cases, the underlying measurement logic hasn't changed, but a metric may now have a different name or a broader definition.

That means an existing dashboard can break even when the underlying campaign performance hasn't changed.

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Consider:

Old dashboard

"Purchases"

↓

Developer assumes:

Promoted product purchases only

But in Unified Reporting:

Purchases may represent all attributed purchases, including promoted and qualifying halo conversions.

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The directly promoted product metric may instead be:

Purchases (promoted)

If your data model doesn't account for that difference, your numbers can suddenly appear much higher.

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Promoted vs. Halo Conversions: Sellers Need to Understand This

Unified Reporting introduces clearer standardized qualifiers for:

Promoted conversions

Conversions involving the product directly promoted by the advertisement.

Halo conversions

Conversions involving highly relevant products connected to the campaign under Amazon's applicable expansion rules.

Amazon has standardized older terminology such as Brand Halo and Other SKU under the simpler term Halo.

This matters because there is a big analytical difference between:

The shopper clicked an ad for Product A and purchased Product A

and:

The shopper interacted with Product A's ad but ultimately purchased related Product B

Both can be commercially valuable.

But they answer different questions.

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Why Your ROAS Could Suddenly Look Different

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Suppose your old dashboard used a DSP metric representing only purchases of the directly advertised product.

Then your Unified Reporting dashboard uses:

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Purchases

without the promoted qualifier.

You're potentially comparing:

Promoted conversions

with:

Promoted + halo conversions

That is not an apples-to-apples comparison.

Amazon specifically warns DSP users that standardized base metrics can now represent broader conversion definitions and therefore return higher numbers than familiar older metrics. Advertisers who want promoted-product-only results should use metrics with the promoted qualifier.

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This is exactly the type of reporting error that can make PPC performance look better without the campaign actually improving.

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Another Major Change: Conversions Are Reported on Traffic Date

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Unified Reporting reports conversions on traffic date.

That means the conversion is assigned back to the date of the advertising interaction that generated it rather than necessarily the calendar date when the purchase happened.

Amazon gives the example of a shopper interacting with an ad on July 2 and making purchases on July 4 and July 5. Under Unified Reporting, those conversions are attributed back to July 2, the traffic date.

Why does this matter?

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Imagine your internal dashboard currently says:

Monday

Advertising spend: $5,000
Sales: $10,000

Tuesday

Advertising spend: $5,000
Sales: $20,000

If later conversions get attributed back to Monday's traffic, those daily numbers can change.

This can affect:

• Daily ROAS
• Daily ACoS
• Promotional analysis
• Black Friday reporting
• Day-over-day dashboards
• Agency client reporting

The total number of conversions may remain the same while their distribution across dates changes.

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Why Traffic-Date Reporting Can Actually Be Better

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For performance analysis, aligning conversions with the traffic that generated them can make rate metrics easier to interpret.

You want to know:

What happened as a result of the ads served on Tuesday?

not simply:

How many purchases happened on Tuesday regardless of when the shopper saw the ad?

Amazon says moving DSP and relevant Sponsored Brands reporting toward traffic-date attribution helps make measures such as ROAS and purchase rate more interpretable relative to the advertising traffic that produced them.

But there's a catch:

Your historical dashboard methodology may no longer match.

That's why migration needs validation.

Lookback Windows Are Also Named Differently

Another potential source of confusion is attribution-window terminology.

Unified Reporting removes explicit 7 Day and 14 Day wording from many conversion metric names.

Instead, the base metric automatically uses the appropriate attribution window for the campaign type.

For Sponsored Products, Amazon says base conversion metrics align with:

• 7-day lookback for sellers
• 14-day lookback for vendors

Other campaign types generally use the applicable standard campaign lookback, while DSP flexible-window campaigns use the advertiser-selected click/view windows.

So instead of searching for:

7 Day Total Sales

you may simply see:

Sales

That doesn't necessarily mean the attribution window disappeared.

The metric name changed.

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Don't Compare Metric Names Without Comparing Definitions

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This is one of the most important lessons from the migration.

Before comparing:

Old ROAS

vs.

New ROAS

check:

• Attribution window
• Promoted vs. halo scope
• Traffic date vs. conversion date
• Campaign type
• Ad product
• Account type
• Metric definition

Otherwise, you may diagnose a campaign change that never actually happened.

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Unified Reporting Can Make Cross-Account Analysis Much Easier

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The upside is significant for brands and agencies.

Unified Reporting allows advertisers to select:

• Multiple manager accounts
• Multiple advertiser accounts
• Multiple campaigns
• Multiple countries
• Multiple ad products

inside one reporting workflow.

For an agency such as Adorbix, that can simplify questions like:

Which marketplaces are producing the highest ROAS?

Which accounts have unusually high CPC?

How do Sponsored Products and DSP perform across the same brand?

Which placement strategy works best across multiple products?

Instead of stitching separate CSV exports together manually, much of the reporting structure can be centralized.

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Historical Data Availability Is Better—but Has Limits

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Amazon says Unified Reporting provides substantial historical access, including long-term monthly/yearly reporting and shorter-grain daily/weekly reporting. However, not every metric or dimension has the same historical availability, and some combinations can return partial or null data. (Amazon Ads)

For example, Amazon currently lists shorter historical windows for certain dimensions such as:

• Advertised product
• Converted product
• Audience segment
• Frequency group

Some metrics also begin later than the broader report history.

Amazon warns advertisers to check availability windows so they don't accidentally generate reports where part of the requested period contains incomplete data.

"Six years available" does not mean every metric has six years of complete data.

That distinction matters for year-over-year analysis.

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Not Everything Has Migrated Yet

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This is another reason not to delete your old reporting workflow tomorrow.

Amazon currently says some capabilities still have limitations or are planned for later integration, including areas such as:

• MRC viewability
• Benchmarks
• Conversion Path
• Sponsored Products video
• Sponsored Products prompts
• Sponsored Products across retailers
• Certain legacy Sponsored Brands targeting/search-term reporting

Amazon's current report creation guidance also notes limitations involving Sponsored TV and legacy Sponsored Brands campaigns.

Migration should be staged, not blindly switched overnight.

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What Sellers Should Do Before December 31

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Here's the practical migration plan I'd recommend.

1. Inventory Every Report You Actually Use

Don't migrate hundreds of reports nobody reads.

Create three categories:

Critical

Used for:

• Weekly PPC decisions
• Budget allocation
• Executive reports
• Client reporting
• Profitability analysis

Useful

Used occasionally.

Obsolete

Nobody uses them.

Only migrate what creates business value.

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2. Identify Every Scheduled Report

Check:

• Sponsored Ads scheduled reports
• Amazon DSP scheduled reports
• Email report sends
• Internal automation
• Agency workflows

Amazon specifically instructs advertisers to review existing saved reports, scheduled reports, and report sends before migration.

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3. Build a Metric Mapping Document

For every metric in your existing dashboard, write:

Old MetricUnified MetricValidation Required?7 Day Total SalesSalesYesDSP PurchasesPurchases (promoted)YesTotal PurchasesPurchasesYesBrand Halo PurchasesPurchases (halo)YesClick-throughsClicksLowDSP OrderCampaignStructural

This one document can prevent weeks of reporting confusion.

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4. Run Old and New Reports Side by Side

Don't migrate based on assumptions.

Run both versions for the same:

• Account
• Campaign
• Date range
• Marketplace
• Product
• Attribution window

Then compare:

Impressions

Clicks

Spend

Purchases

Sales

ACoS

ROAS

New-to-brand

If the numbers don't match, determine whether the difference comes from:

• Metric definition
• Attribution date
• Halo inclusion
• Lookback window
• Historical availability
• Campaign type

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5. Update Your PPC Dashboards

If your dashboards feed into:

• Looker Studio
• Power BI
• Tableau
• Excel
• Google Sheets
• Agency reporting platforms
• Internal databases

review every field mapping.

The risk isn't only broken dashboards.

The bigger risk is a dashboard that still works but shows the wrong definition.

A broken report is obvious.

A misleading report is dangerous.

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6. Review Agency Client Reporting

If you're an agency, this should be treated as a client-communication issue.

Imagine telling a client:

"ROAS improved by 18%."

when the actual reason is:

Your new Unified Reporting metric includes halo purchases that the old report excluded.

That's not performance improvement.

That's a reporting-definition change.

Agencies should annotate these changes before they appear in recurring reports.

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7. Preserve Important Legacy Exports

Even if you migrate everything successfully, keep copies of important historical exports your business may need.

Examples:

• Q4 2025
• Prime Day
• Product launches
• Major promotions
• Annual PPC performance
• Previous agency baselines

Amazon explicitly recommends migrating reports before shutdown and warns that remaining legacy saved reports, schedules, and historical information on those pages will be deleted after December 31.

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8. Rebuild Scheduled Reports Early

Unified Reporting supports recurring delivery schedules such as:

• Daily
• Weekly
• Monthly

and reports can be emailed to specified recipients.

Rebuild these before the old system goes read-only.

Then test:

• Recipient list
• Time zone
• Date range
• File structure
• Metric columns
• Delivery timing

Don't assume the new report will drop perfectly into your old workflow.

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9. Validate Historical Comparisons

If you produce year-over-year reporting, make sure you're comparing equivalent methodologies.

A 2025 DSP report organized by conversion date may not visually line up with a 2026 Unified report organized by traffic date.

The total performance may be similar while daily or weekly patterns differ.

For trend analysis, that methodological difference should be documented.

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10. Retrain Whoever Reads the Reports

Reporting changes are useless if the team doesn't understand them.

Your PPC managers should know:

• What promoted means
• What halo means
• How traffic-date attribution works
• Which lookback window applies
• Why a metric changed names
• Why certain columns can show null
• Why an old and new report can differ

Migration isn't complete when the CSV downloads.

It's complete when the person making budget decisions understands the data.

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The Adorbix Unified Reporting Migration Framework

At Adorbix, we'd approach the transition in five phases:

01 — INVENTORY

Identify:

• Saved reports
• Scheduled reports
• Dashboards
• API feeds
• Client deliverables

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02 — MAP

Map:

• Old metric
• New metric
• Attribution logic
• Promoted/halo definitions
• Historical availability

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03 — VALIDATE

Run:

Legacy report vs. Unified report

for identical periods.

Investigate differences.

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04 — MIGRATE

Rebuild:

• Scheduled reports
• Dashboard feeds
• Reporting templates
• Client reports

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05 — MONITOR

Confirm:

• ACoS
• ROAS
• Sales
• Spend
• Purchases
• Attribution

remain logically consistent after the transition.

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How Adorbix Can Help

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For brands with serious Amazon ad spend, reporting is part of the advertising infrastructure.

At Adorbix, Unified Reporting can be incorporated into a broader Amazon performance system covering:

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PPC Reporting

Track:

• Spend
• Sales
• ACoS
• ROAS
• CPC
• CTR
• Conversion

Cross-Account Analysis

Compare:

• Marketplaces
• Accounts
• Campaign types
• Product portfolios

Profitability Reporting

Advertising performance is connected to:

• COGS
• Amazon fees
• Fulfillment
• Contribution margin
• TACoS

Search-Term Optimization

Use performance data to identify:

• Winning queries
• Wasted spend
• Negative keywords
• Scaling opportunities

Executive Reporting

Turn complex Amazon advertising data into decisions management teams can actually use.

The goal isn't more reports.

It's better decisions from cleaner data.

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10 Migration Mistakes to Avoid

1. Waiting until December.
2. Assuming identical metric names mean identical definitions.
3. Ignoring promoted vs. halo conversions.
4. Comparing traffic-date reports with conversion-date reports without adjustment.
5. Rebuilding dashboards without validating numbers.
6. Migrating obsolete reports nobody uses.
7. Ignoring historical-data limitations.
8. Forgetting scheduled email reports.
9. Assuming every legacy report capability already exists in Unified Reporting.
10. Failing to explain reporting changes to stakeholders.

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The Unified Reporting Readiness Checklist

Before December 31, confirm:

• All critical legacy reports identified
• Scheduled reports documented
• Historical exports preserved
• Unified reports created
• Metric mappings completed
• Promoted vs. halo definitions reviewed
• Attribution methodology reviewed
• Lookback windows verified
• Legacy vs. Unified numbers compared
• Dashboards updated
• APIs/integrations reviewed
• Client reporting updated
• Historical comparisons validated
• Team trained
• Migration completed well before shutdown

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FAQ

When are Amazon's old advertising reports shutting down?

Amazon currently says Sponsored Ads Reports and Amazon DSP Reports will shut down December 31, 2026. Reports remaining in the old reporting centers after shutdown will no longer be accessible.

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What happens to my saved reports?

Amazon says remaining saved reports, schedules, and historical information on the legacy report pages will be deleted when those reporting centers are decommissioned. Advertisers should migrate before the deadline.

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Is Unified Reporting available now?

Yes. Amazon made Unified Reporting generally available in June 2026 for advertisers using the Ads Console. (Amazon Ads)

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Where do I find Unified Reporting?

Go to:

Amazon Ads Console → Measurement and Reporting → Reporting. (Amazon Ads)

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Why don't my Unified Reporting numbers match my old DSP reports?

Possible reasons include:

• Promoted vs. halo scope
• Metric-definition changes
• Traffic-date attribution
• Historical availability
• Lookback-window handling

Amazon specifically warns DSP advertisers that standardized metrics can have broader definitions than their legacy equivalents.

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What are halo conversions?

Halo conversions are attributed conversions for relevant products related to the advertised product under the campaign's applicable expansion rules, rather than only the directly promoted product.

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Did Amazon remove 7-day and 14-day attribution?

No. Unified Reporting removes the lookback window from many metric names, but the appropriate lookback remains based on campaign type. Sponsored Products uses the applicable seller/vendor window, for example.

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Can Unified Reporting combine multiple accounts?

Yes. Advertisers can include multiple manager and advertiser accounts, campaigns, countries, and ad products in a single reporting workflow where supported.

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Does Unified Reporting contain all old reports already?

Not yet. Amazon lists several limitations and reports still planned for later integration, so advertisers should review specific workflows before retiring every legacy process.

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Can Adorbix help migrate Amazon advertising reports?

Yes. Adorbix can help map existing PPC reporting workflows to Unified Reporting, validate metrics, rebuild recurring reports, and align advertising data with ACoS, ROAS, TACoS, conversion, and profitability analysis.

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Key Takeaways

• Amazon's legacy Sponsored Ads and Amazon DSP reporting centers are scheduled to shut down on December 31, 2026.
• Unified Reporting consolidates multiple accounts and ad products into one reporting environment. (Amazon Ads)
• Metric names and definitions have been standardized, so existing dashboard mappings need review.
• Promoted and halo conversions are now more explicitly separated.
• Base DSP-style conversion metrics can include promoted + halo results, potentially making numbers appear different from legacy promoted-only metrics.
• Conversion metrics are now aligned to traffic date, which can shift daily or weekly reporting patterns.
• Attribution-window wording has been simplified, but applicable lookback windows still exist.
• Historical-data availability varies by metric and dimension.
• Not every legacy reporting feature has fully migrated yet.
• Sellers should run old and new reports in parallel before replacing existing dashboards.

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Final Takeaway: Don't Wait for the Shutdown to Discover Your Reporting Is Wrong

The biggest risk from Amazon's Unified Reporting transition isn't losing access to an old CSV.

It's making business decisions using numbers you think mean the same thing when their definitions have changed.

Your:

Sales

Purchases

ROAS

Conversion reporting

Halo sales

Daily trends

can all look different depending on how the data is mapped and attributed.

That's why the smartest migration strategy is:

Inventory → Map → Compare → Validate → Migrate → Monitor

Do it while both systems can still be compared.

At Adorbix, we believe Amazon reporting should answer one fundamental question:

What should we do next?

Not:

How many spreadsheets can we download?

By connecting Amazon Unified Reporting with PPC optimization, search-term analysis, ACoS, TACoS, conversion, and ASIN-level profitability, brands can turn Amazon's new reporting infrastructure into something more valuable than a migration exercise.

Cleaner reporting. Better decisions. More profitable Amazon growth.

December 31 is the shutdown date. It shouldn't be your migration date.

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