Amazon Advertising Reports: The 2026 Measurement Guide

Amazon rebuilt its entire reporting layer in 2026 — new console, new attribution, retired legacy tools. If your numbers look different this year, this is why, and here’s how to read them right.

01The 2026 reporting overhaul

2026 was the year Amazon’s measurement layer changed underneath everyone. Three things happened at once: Unified Reporting reached general availability (June 8, 2026), merging Sponsored Ads and DSP into one report builder; a new attribution model (January 1, 2026) changed how view-through conversions are credited; and the legacy report pages were scheduled for retirement on December 31, 2026. If your dashboards look different this year, it’s almost never that shoppers changed — it’s that the measurement changed. Understanding these shifts is the difference between panicking over a “decline” and reading your true performance.

02Unified Reporting

Unified Reporting lives in the Ads Console under Measurement & Reporting → Reporting. From one report builder you can pull Sponsored Products, Sponsored Brands, Sponsored Display, and Amazon DSP data together — filtered and segmented across campaign, placement, and audience, across multiple accounts, ad products, and countries, with up to six years of history. A template gallery covers common needs (advertised product, search term, placement, audience, geography, converted product, reach & frequency). It replaces the manual weekly ritual of exporting Sponsored Ads and DSP separately and stitching them in a spreadsheet — and since the legacy pages retire at the end of 2026, migrating your scheduled reports now is the safe play. The report types are covered in PPC reports explained.

03The metrics that matter: ACoS & TACoS

Before any report helps, you need the right yardsticks. ACoS (advertising cost of sales) measures ad spend against ad-attributed sales — your campaign efficiency. TACoS (total advertising cost of sales) measures ad spend against total sales, including organic — your whole-business health. The gap between them tells the real story: a healthy brand often runs a rising ACoS while TACoS falls, as advertising drives organic momentum. Judging everything by ACoS alone is the most common measurement mistake, and it’s untangled in ACoS vs TACoS. (For the underlying metric definitions, see advertising metrics.)

04The attribution shift

The change that surprised the most people: on January 1, 2026, Amazon replaced its old “blind” 14-day view-through window with a shopping-signal enhanced last-touch model that uses machine learning to judge whether an ad view genuinely influenced a purchase. Click attribution is unchanged; only view-through was affected — across Sponsored Brands, Sponsored Display (vCPM), and DSP on Amazon. Many advertisers saw double-digit drops in attributed revenue as a result — a measurement change, not a performance one. Amazon added “all views” metrics (e.g. Purchases (all views)) that preserve the old methodology for clean year-over-year comparison, and launched a Multi-Touch Attribution beta alongside. The full picture is in Amazon attribution.

05The report types you’ll actually use

Most decisions come from a handful of reports: the search term report (which queries drive sales — the harvesting and negation engine), the placement report (top-of-search vs the rest), the advertised and converted product reports (ASIN-level performance), the audience report (for DSP), and reach & frequency. Knowing which report answers which question — and how often to pull it — is more valuable than any single dashboard. They’re broken down in PPC reports explained.

06Real-time data: Marketing Stream

Standard reports are backward-looking snapshots. Amazon Marketing Stream pushes near-real-time, hourly performance data to you via API — enabling intraday decisions the daily reports can’t support, like dayparting bids to the hours that actually convert. For advertisers at scale, it’s the difference between reacting tomorrow and reacting this afternoon.

07The clean room: Amazon Marketing Cloud

For the deepest questions — how touchpoints combine on the path to purchase, whether a campaign is truly incremental — you need Amazon Marketing Cloud. It’s a privacy-safe clean room where you analyze pseudonymized event data to run path-to-purchase, audience-overlap, and incrementality analysis that no standard report can produce. It’s where you move from “what happened” to “what actually caused it.”

08Building your dashboard

Finally, no single Amazon report is your daily cockpit. A good PPC dashboard pulls the few metrics you act on — spend, sales, ACoS, TACoS, and trend — into one live view, ideally next to organic and margin data. Because the console only shows 90 days of history through the interface, exporting into your own dashboard is also how you keep the year-over-year record Amazon won’t hold for you.

09Lessons in this module

The measurement stack at a glance, then the lessons that go deep on each layer:

Frequently asked questions

Or head back to the full Amazon Advertising course hub.