31
Unified reporting retirement date
15 months
Daily or weekly data retention limit in unified reporting
106 days
Days from today until unified reporting retirement
Key takeaways
- Amazon Ads unified reporting retires legacy reports on 31 December 2026, consolidating all data into one interface.
- Unified reporting retains only 15 months of daily or weekly data, risking loss of older daily-level data after migration.
- View-based attribution changed on 1 January 2026, affecting year-over-year comparisons of Purchases, Sales, and ROAS.
- Sellers must export daily-grain data older than 15 months before the deadline to avoid losing detailed historical insights.
- Rebuilding scheduled reports in unified reporting before October 2026 ensures continuity and accurate data during Q4 peak season.
The Amazon Ads unified reporting migration has a hard date on it. The Sponsored Ads reports page and the Amazon DSP reports page are both retired on 31 December 2026, after unified reporting reached general availability on 8 June 2026. That is 106 days from today.
The date is the easy part. What makes this a September decision rather than a December one is what unified reporting keeps, and what it no longer counts the same way.
What unified reporting replaces
Unified reporting consolidates Amazon Ads reporting into one interface. In Amazon's description, a single report can cover campaigns across multiple manager or advertiser accounts, ad products, countries, metrics and dimensions at once — which is the thing the two legacy pages never did.
Amazon has said an automated subscription migration tool will be available to move existing scheduled reports across. At the time of writing it has been announced as coming soon with no release date attached. Any scheduled report you depend on is, until that tool ships, yours to rebuild.
Two pieces stay unfinished. Both the Reporting API and access through Amazon Marketing Stream remain in beta for unified reporting. If you are building an integration against them now, expect to adjust it.
The retention limit is the part that costs you data
Unified reporting holds up to 15 months of daily or weekly data, and up to 6 years of monthly, yearly or summary-grain data.
Read that against the retirement date. Anything you want at daily grain from more than 15 months back does not survive the move in a form you can query. On 31 December 2026, a rolling 15-month daily window reaches back to roughly October 2025. Your 2024 daily series, and the first three quarters of 2025 at day level, are an export job — not a report you will pull later.
For most sellers the daily grain is the whole point. Day-level spend and sales are what let you see a Prime Day ramp, a Black Friday curve, or the exact day an ACOS moved. Monthly grain answers a different, blunter question.
If you keep any long-range daily series — year-over-year peak comparisons, a TACOS model, anything a spreadsheet or a warehouse is fed by — export it before the pages close, and store it somewhere you own.
The comparison you were planning may not be valid
There is a second change underneath the migration that is easy to miss, because it happened earlier and quietly.
From 1 January 2026 Amazon moved view-based campaigns to a shopping-signal enhanced last-touch attribution model. It applies to Sponsored Brands and Sponsored Display on a viewable impression basis, and to Amazon DSP ads serving Store inventory. Purchases, Sales and ROAS are all reported under the new methodology, which credits early discovery views on a shorter window than the previous 14-day standard. Click-based attribution is unchanged.
Amazon kept the old model available: the "Purchases (all views)" metric family still reflects all ad views within a 14-day window, which is what you compare against history.
The practical consequence for Q4 2026 planning is narrow and important. A year-over-year comparison of view-based Purchases, Sales or ROAS is comparing two different attribution methods unless you deliberately line up the "all views" family on both sides. Fewer credited conversions in 2026 does not automatically mean the campaign got worse.
What to do in September
- Inventory your scheduled reports. List every scheduled Sponsored Ads and DSP report, who receives it, and what it feeds.
- Rebuild them in unified reporting now, rather than waiting on the automated migration tool. Run both in parallel for a few weeks and compare.
- Export every daily-grain series older than 15 months before 31 December 2026, including 2024 and early 2025, at the grain you actually use.
- Tag your historical files with the attribution model they were produced under, so a future comparison is not silently wrong.
- Finish before October. Q4 is the worst window of the year to touch reporting, and 31 December is simultaneously the retirement date, quarter close and year close.
If you also run DSP, this lands on top of the move to a single global DSP account across 34 markets, which changed how reporting splits by market. And the calendar it competes with is already full: the peak fulfillment fee dates that shape Q4 spend start on 15 October.
Reporting migrations are never urgent until the day the old page is gone. This one has that day printed on it.
Sources
- Amazon Ads — Campaign analysis with unified reporting, now available advertising.amazon.com
- Amazon Ads — View attribution updates for Amazon Store ads advertising.amazon.com
- PPC Land — Amazon Ads unified reporting exits beta and takes two old tools with it ppc.land
- PPC Land — Amazon tightens view attribution as ROAS reporting splits ppc.land
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