Amazon Ads Updates & Release Notes

LAUNCH ANNOUNCEMENT

Self Service Sponsored Tiles ads now available on Alexa+ conversational entertainment content discovery

Amazon is extending Alexa conversational entertainment ads for self service advertisers buying Sponsored Tiles on FireTV and Prime Video. Conversational Entertainment Ads, are a new display advertising format on eligible Echo Show devices that seamlessly integrates sponsored Media and Entertainment (M&E) content into entertainment-related voice queries with Alexa+, our next-generation conversational AI assistant. Customers can engage with the ads through voice and touch to subscribe to Prime Video Channels or buy/rent titles directly on their Echo Show devices. With this launch, Alexa will be available as a self service inventory source alongside FTV and Prime Video for all new self service Sponsored Tile ads.

Conversational Sponsored Tiles Ads

Following the exciting announcement about Alexa+, our next-generation conversational AI assistant, conversational entertainment ads present a seamless expansion opportunity for Prime Video Channels and Transactional Video On Demand advertisers' self service Sponsored Tile campaigns, from FireTV and Prime Video to now include Alexa devices, requiring no additional setup or creative development. This expansion connects advertisers with millions of Echo Show users during highly relevant entertainment discovery moments through both touch and voice interactions, creating incremental subscription opportunities when customers actively seek content; helping maximize advertisers' customer acquisition efforts through a single unified solution.

Where is the feature available?

• North America: United States

Who can use it?

• Self service

Where do I access it?

• Amazon DSP

Back to announcements

LAUNCH ANNOUNCEMENT

Streamline campaign analysis with unified reporting, now generally available

What launched?

Unified reporting is now generally available in Ads Console, consolidating reporting across Amazon Ads into a single interface. Instead of combining separate reports, you can now create one report that includes campaigns across multiple manager or advertiser accounts, ad products, countries, metrics, and dimensions. Access the new page in the left navigation (Measurement and Reporting > Reporting), where you can build and schedule a custom report or use a pre-built template as shown below.

The reporting landing page

How to create a report using report builder

Why is it important?

Unified reporting reduces report generation time from hours to minutes, with standardized metrics and dimensions across ad products for consistent measurement. You can analyze results by multi-dimensional combinations such as campaign, placement, and audience for deeper insights across your campaigns. Access up to 15 months of daily or weekly data and up to 6 years of monthly, yearly, or summary-grain data for year-over-year analysis or seasonal reporting.

Where is the feature available?

• North America: United States, Canada, Mexico
• South America: Brazil
• Europe: Germany, Spain, France, Italy, United Kingdom, Belgium, Switzerland, Poland, Turkey, Austria, Netherlands, Sweden, Finland, Norway, Ireland, Denmark, Luxembourg
• Middle East: Saudi Arabia, United Arab Emirates, Israel, Egypt, Morocco, Bahrain, Kuwait
• Asia Pacific: Australia, India, Japan, China, New Zealand, Singapore

What's New since Beta

Based on beta feedback, this GA release includes key improvements: a template gallery to reduce time to create report for new advertisers, streamlined single-account workflows to simplify the experience for advertisers managing one account, standardized metrics, dimensions and attribution methodology (from conversion to traffic based attribution) to ensure consistent measurement across ad products, and managed service support to extend unified reporting to advertisers working with Amazon managed services.

The template gallery within reporting page on Ads Console

Who can use it?

• All advertisers worldwide who access Amazon Ads reporting via the Ads Console can access unified reporting.

Where do I access it?

• Amazon Ads Console (UI)
• Amazon Marketing Stream (beta)
• Reporting API (beta)

What’s next?

• As part of this launch, we're sunsetting Sponsored Ads reports (Measurement and reporting > Sponsored Ads reports) and Amazon DSP reports (Measurement and reporting > Amazon DSP reports) by December 31, 2026. To learn more, see this Help Center article.
• To get started creating or recreating your reports in unified reporting, see this link. An automated subscription migration tool will be available soon to help you transition your existing scheduled reports.

Amazon launched Brand Gallery, a new Sponsored Brands creative format available within reserve share of voice (RSOV) campaigns

Brand Gallery enables advertisers to deliver a more immersive, brand-forward experience at the top of search for branded keywords.

With Brand Gallery, advertisers can move beyond individual product ads and instead showcase their brand using lifestyle imagery with support for custom text, custom headlines, and curated navigation into Brand Store categories or collections. The format includes a media block, brand messaging, a call-to-action linking to the Brand Store, and a carousel of three to five Brand Store categories or collections.

This new experience is designed for branded search queries, where shoppers have already chosen a brand and are looking to explore its offerings. By aligning the creative format with this discovery intent, Brand Gallery helps advertisers guide shoppers into richer, more cohesive brand experiences.

Brand Gallery is fully self-service within RSOV campaigns, allowing advertisers to select creative assets, configure Brand Store destinations, and launch campaigns through the Ads Console or API.

Branded searches represent some of the highest-intent moments on Amazon, where shoppers are actively seeking a specific brand. However, traditional top-of-search ad experiences are primarily designed for product comparison, often presenting individual product listings that may not fully support brand exploration.

Brand Gallery introduces a creative experience purpose-built for these moments. By emphasizing brand storytelling and curated navigation instead of isolated product listings, advertisers can better match shopper intent, improve engagement, and drive deeper exploration of their brand.

Early beta results show strong performance improvements compared to product-focused formats. Additionally, worldwide data shows that shoppers spend 1.5x more per order and purchase 12% more units per order when Sponsored Brands campaigns use a Brand Store as the landing page, compared to campaigns that direct to product detail pages.

By combining the predictable top-of-search presence of RSOV with a more engaging creative format, Brand Gallery helps advertisers strengthen brand visibility, improve shopper engagement, and drive incremental sales during key moments such as product launches, seasonal campaigns, and tentpole events.

Where is the feature available?

• North America: United States, Canada, Mexico
• South America: Brazil
• Europe: Germany, France, United Kingdom, Belgium, Poland, Turkey, Netherlands, Sweden
• Middle East: Saudi Arabia, United Arab Emirates, Egypt
• Asia Pacific: Australia, India, Japan

Who can use it?

• Amazon Sellers
• Vendors
• Partners
• Agencies

Where do I access it?

• Ads Console
• Amazon Ads API

Register to get started with Sponsored Brands reserve share of voice

Already a registered advertiser? Sign in.

LAUNCH ANNOUNCEMENT

Benchmarks reporting is now generally available across all supported marketplaces (US, CA, MX, BR, AU, JP, IN, DE, FR, IT, ES, UK, NL, TR, SE, SA, UAE, EG). Previously in beta and limited to the US, benchmarks provide standardized performance comparisons against category peer brands, allowing advertisers to contextualize performance, evaluate optimization opportunities, and confidently invest with Amazon Ads.

Benchmarks are available for the following metrics: 1) percent of purchases new to brand, 2) purchase rate (new to brand), 3) cost per purchase (new to brand), 4) click-through rate (CTR), 5) cost per click (CPC), 6) completion rate (video), 7) cost per completed view (video), and 8) cost per impressions (CPM).

Why is it important?

Benchmarks empower advertisers to make confident investment decisions by providing category-specific performance standards across their advertising portfolio. Now available worldwide, these expanded capabilities—including sophisticated peer brand matching and transparent methodology—allow advertisers to instantly understand what performance looks like in their category. This enables them to make data-driven decisions about their advertising investments. Advertisers can analyze performance at daily, weekly, or monthly intervals to match their business needs, while filtering by ad formats and campaign goals to pinpoint specific optimization opportunities. Through direct integration with Ad Console and APIs, advertisers can seamlessly access these insights within their existing workflows, eliminating barriers to data-driven decision making.

Where is the feature available?

• North America: United States, Canada, Mexico
• South America: Brazil
• Europe: Germany, Spain, France, Italy, United Kingdom, Turkey, Netherlands, Sweden
• Middle East: Saudi Arabia, United Arab Emirates, Egypt
• Asia Pacific: Australia, India, Japan

Who can use it?

• Brand owners and representatives registered in Amazon's Brand Registry
• Endemic advertisers in US, CA, MX, BR, AU, JP, IN, DE, FR, IT, ES, UK, NL, TR, SE

Where do I access it?

• Available across Amazon DSP, Sponsored Products, Sponsored Brands, Sponsored Display, and Sponsored TV campaigns

API specific:

• Benchmarks reports are available as crossProgramBenchmarks (Sponsored Ads) and dspBenchmarks (Amazon DSP) report types in the Reporting API.

LAUNCH ANNOUNCEMENT

Self-Service Third Party Measurement Studies

May 15, 2026

What launched?

Amazon Ads launched a self-service workflow for third-party measurement studies in 18 countries. Advertisers and agencies can now discover which of 50+ 3P vendor products are supported for their campaigns, setup and fund 3P measurement studies, and obtain study results within Amazon DSP.

Access the Studies page in Amazon DSP to browse available third-party measurement options in your region and select the study type that aligns with your campaign objectives.

Under Study products, select either 'Managed within Amazon DSP' to configure and manage everything within Amazon DSP including direct billing through Amazon, or 'Managed with Vendor' if you have existing vendor relationships and want to measure both Amazon and non-Amazon campaigns. You'll receive a notification once your study is approved.

Monitor study progress and download results directly from the Studies page. For studies billed to advertiser accounts, advertisers will receive a separate monthly invoice covering 3P study costs after studies are completed.

Why is it important?

This streamlined, self-service workflow makes it easier for advertisers and agencies to setup and manage their 3P measurement studies.

Where is the feature available?

• North America: United States, Canada, Mexico
• South America: Brazil
• Europe: Germany, Spain, France, Italy, United Kingdom, Belgium, Switzerland, Poland, Turkey, Austria, Netherlands, Sweden, Finland, Norway, Ireland, Denmark, Luxembourg
• Middle East: Saudi Arabia, United Arab Emirates, Israel, Egypt, Morocco, Bahrain, Kuwait
• Asia Pacific: Australia, India, Japan, China, New Zealand, Singapore

Who can use it?

• Managed-service and self-service advertisers and agencies

Where do I access it?

• Amazon DSP

LAUNCH ANNOUNCEMENT

What launched?

Amazon Marketing Cloud (AMC) now offers household-level measurement capabilities through two new fields: household ID and household size. This enhancement enables advertisers to analyze how media is consumed collectively across shared devices and screens within households, providing a more accurate view of campaign reach and frequency.

Why is it important?

Household-level measurement reflects how media is actually consumed - collectively across shared devices and screens. With the majority of streaming and TV consumption occurring in multi-viewer settings, this capability helps advertisers understand true reach and frequency at the household level. This privacy-compliant solution helps reduce waste from overexposure across shared devices and enables more accurate cross-device attribution.

Where is the feature available?

• North America: United States, Canada, Mexico
• South America: Brazil
• Europe: Germany, Spain, France, Italy, United Kingdom, Belgium, Switzerland, Poland, Turkey, Austria, Netherlands, Sweden, Finland, Norway, Ireland, Denmark, Luxembourg
• Middle East: Saudi Arabia, United Arab Emirates, Israel, Egypt, Morocco, Bahrain, Kuwait
• Asia Pacific: Australia, India, Japan, China, New Zealand, Singapore

Who can use it?

• Any advertisers located in the above marketplaces who have access to AMC
• Managed service advertisers
• Self-service advertisers
• Agencies
• Tech Provider
• Enterprise and Small businesses

Where do I access it?

• Amazon Marketing Cloud

Whom do I reach out for questions?

• For more questions, reach out to AMC Support [email protected]

Note: The data will only be available from 4/10/26 onwards.

LAUNCH ANNOUNCEMENT

Scale product discovery with AI-powered Sponsored Brands collections

What launched?

Amazon is launching Sponsored Brands collections, a new ad format that lets advertisers promote multiple related products in a single ad unit through either automatic (AI-powered) or manual product selection. Advertisers can choose to opt into automatic control to allow Amazon’s AI to dynamically curate the most relevant product groupings from their catalog based on campaign targets and shopping signals, or manually select ASINs. Each ad showcases key product details (such as price, ratings, and deals) and drives shoppers to the product detail page with additional information, helping shoppers explore and purchase seamlessly.

Why is it important?

Sponsored Brands collections uses Amazon’s AI to dynamically surface the most relevant products to each shopper, based on signals like search intent, product context, and browsing behavior. This ensures shoppers see the best selection from your catalog they’re most likely to engage, improving discoverability without requiring advertisers to build or manage multiple campaigns. This format also offers a manual option, allowing advertisers to select up to 10 products to feature in a single ad.

FAQs

How does automatic control work?

Automatic control uses AI to curate and display the most relevant set of products from your catalog for each shopper, based on your campaign’s targets and shopping signals. This means you no longer need to manually select products as Amazon automatically assembles collections that best align with shopper intent, helping you scale discovery and performance effortlessly.

Can I still control which products are included?

Where is the feature available?

• North America: United States

Who can use it?

• Amazon Sellers
• Vendors
• Partners
• Agencies

Where do I access it?

• Ads console
• Amazon Ads API

Amazon Ads' Brand+ and Performance+ products launch or expand seven new capabilities — building on the momentum of Brand+ announcing general availability in February. Together, these help advertisers reach audiences in new moments (Audio for Brand+, Brand+ for Live Events Optimizer), simplify ads creation by removing the creative production barrier (Video Generator, Automated REC), and improve performance by optimizing across the entire customer journey (Unified Consideration, CPSU Customer Acquisition, Remarketing/Retention for Consideration KPIs).

These seven capabilities have recently launched or are recently launching to Open Beta or GA:

1. Audio for Brand+ (Open Beta) — Audio drives +43% incremental reach vs. STV by extending into screen-free moments (Note: Stats represent Audio as a format, not specific to Brand+ campaigns)
2. Video Generator OLV Upsell — Improved quality models for Video Generator, enabling AI-generated video ads from ASINs in minutes (Open Beta, GA in June 2026)
3. Brand+ for Live Events Optimizer (Open Beta, GA 5/14) — AI-optimized pacing for live sports inventory
4. Automated REC Integration (GA Worldwide) — Automatic display creative generation from ASINs
5. Unified Consideration Tactic for Performance+ (GA) — Mid-funnel DPVR and CPDPV optimization for endemic advertisers
6. CPSU Customer Acquisition (GA) — AI-powered subscriber acquisition for M&E advertisers
7. Remarketing/Retention for Consideration KPIs (GA) — Broader re-engagement with mid-funnel goals

Why is it important?

Scale: Reach audiences in new moments. Audio for Brand+ (Open Beta) extends campaign reach into screen-free environments — commutes, workouts, cooking — via Amazon Publisher Direct, accessing Amazon Music, iHeart, and Pandora. On average, Audio campaigns drove +43% incremental reach compared to Streaming TV campaigns. During Open Beta, Audio inventory is limited to 1P and 3P supply via Amazon Publisher Direct, After the default audio line has been added to your B+ campaign, you can manually add your 3PX deals — which include Spotify, for example — during the Open Beta. 3PX open exchange inventory will expand at GA. Audio is more than an incremental reach play — it is a full-funnel multiplier: Audio paired with other Amazon Ads formats drives +1.8x higher consideration and +2.2x higher purchase intent. When combined with video, Audio improves ROAS efficiency by +6.7%–8.7%. Brand+ for LEO, now Open Beta, captures premium live sports audiences with AI-optimized pacing that concentrates delivery during peak live moments for improved reach efficiency (expect GA May 2026).

Simplicity: Remove the creative production barrier. Video Generator generates broadcast-ready OLV ads from featured ASINs in approximately five minutes — no existing video assets required. If you're currently launching a Display-only Performance+ and Brand+ campaign, you'll see an in-workflow recommendation card to add AI-generated video instantly — expanding your reach with no additional creative needed. Campaigns combining OLV and Display deliver +210% DPVR and +145% Branded Search Rates. Automated REC automatically generates Responsive e-Commerce creatives from order-level ASINs and associates them to live line items, significantly reducing creative setup time, and is now available worldwide.

Performance: Optimize across the entire customer journey. Three new tactics expand Performance+'s optimization surface beyond last-click conversion. Unified Consideration, announced in Open Beta at Unboxed 2025, is now GA, along with Remarketing and Retention tactics that will now support Consideration KPIs (CTR, CPC, DPVR, CPDPV). We're expanding the ability for advertisers to reach customers mid-funnel and letting advertisers re-engage past visitors and retain existing customers with mid-funnel optimization. CPSU Customer Acquisition gives Media & Entertainment advertisers an AI-powered path to growing Prime Video Channel subscriber bases — automatically generating cross-format line items across Display, OLV, and STV optimized for Cost per Sign Up.

Where is the feature available?

Automated REC Integration (GA Worldwide).

Unified Consideration Tactic for Performance+ (GA Worldwide).

CPSU Customer Acquisition (GA Worldwide).

Remarketing/Retention for Consideration KPIs (GA Worldwide).

• North America: United States, Canada, Mexico
• South America: Brazil
• Europe: Germany, Spain, France, Italy, United Kingdom, Belgium, Switzerland, Poland, Turkey, Austria, Netherlands, Sweden, Finland, Norway, Ireland, Denmark, Luxembourg
• Middle East: Saudi Arabia, United Arab Emirates, Israel, Egypt, Morocco, Bahrain, Kuwait
• Asia Pacific: Australia, India, Japan, China, New Zealand, Singapore

Audio for Brand+ (Open Beta) — US, CA, UK, DE, ES, IT, FR, MX, BR. Supply: 1P + 3P via APD (Open Beta); manual 3PX deals also available in NL, AU, JP; 3PX expansion at GA

Note:

Video Generator OLV Upsell — US Only. International expansion expected in Q2 2026

Brand+ for Live Events Optimizer (Open Beta, GA 5/14) — Worldwide.

Who can use it?

All seven capabilities are available to advertisers using Brand+ and Performance+ through the Amazon Ads campaign creation flow. Access and availability vary by feature.

• Audio for Brand+ — All B+ Advertisers
• Video Generator OLV Upsell — Endemic B+/P+ advertisers
• Brand+ for Live Events Optimizer — All B+ STV advertisers
• Automated REC Integration — All endemic B+/P+ advertisers
• Unified Consideration Tactic for Performance+ — All endemic P+ advertisers
• CPSU Customer Acquisition — All P+ advertisers
• Remarketing/Retention for Consideration KPIs — All P+ advertisers

Where do I access it?

All features are accessed via the Amazon Ads campaign creation flow, as you would normally select Brand+ or Performance+ tactics, goals, and KPIs. For more information or to request access, contact your Amazon Ads account representative.

API specific:

All seven features in this bundle are available through the Amazon Ads user interface. API support details will be communicated separately through technical documentation updates as applicable. Advertisers and agencies accessing Brand+ or Performance+ programmatically should reference the Performance+ and Brand+ wiki for updated API endpoint documentation.

For Audio for Brand+, advertisers should note the following technical requirements: audio ads must be submitted in standard formats (MP3 or WAV, 30-second or 15-second spots) via the Amazon Ads creative workflow. Display companion creatives are required for Audio line items.

LAUNCH ANNOUNCEMENT

Kindle eReader lockscreen ads are now available through Amazon DSP. Advertisers can access Kindle lockscreen placement via self-service open auction, allowing unified campaign management alongside other Amazon Ads campaigns.

Why is it important?

You can include Kindle eReader placements as part of your broader Amazon Ads campaigns for unified management. You can now reach Kindle audiences through self-service open auction.

Where is the feature available?

• North America: United States

Who can use it?

• Self Service Advertisers for their ebooks

Where do I access it?

• Amazon DSP

API specific:

The existing APIs can be used to create Kindle campaigns from ADSP. However no contract change or new APIs have been made.

LAUNCH ANNOUNCEMENT

Ads Agent Amazon DSP campaign setup expands globally in 18 languages

April 16, 2026

What launched?

We’ve expanded access to use Ads Agent for creating Amazon DSP (ADSP) campaigns from a media plan to all regions where ADSP is available, with support for 18 languages and 27 dialects. Advertisers can interact with Ads Agent in their preferred language throughout the entire conversational workflow - from the uploaded media plan and execution summaries to campaign previews and clarifying questions. The expansion supports Arabic, Chinese (Simplified and Traditional), Dutch, English (multiple locales), French, German, Hindi, Italian, Japanese, Korean, Polish, Portuguese, Spanish (multiple locales), Swedish, Tamil, Thai, Turkish, and Vietnamese languages.

Ads Agent translates a media plan into campaigns and ad groups in Italian.

Why is it important?

This release removes regional and language barriers that previously limited global use, enabling advertisers worldwide to create ADSP campaigns from a media plan with Ads Agent. By automating campaign structure, targeting configuration, and data mapping between media plans and ADSP, Ads Agent helps global ADSP users save hours of manual work while improving data quality and reducing configuration errors. Whether users upload a media plan or leverage an existing plan in Amazon Ads planner, Ads Agent streamlines the transition from media planning to campaign execution.

Where is the feature available?

• North America: United States, Canada, Mexico
• South America: Brazil
• Europe: Germany, Spain, France, Italy, United Kingdom, Turkey, Netherlands, Sweden,
• Middle East: Saudi Arabia, United Arab Emirates
• Asia Pacific: Australia, India, Japan

Who can use it?

• Self-Service
• Agency
• Enterprise

Where do I access it?

• Amazon DSP
• Amazon Ads planner

Back to announcements

LAUNCH ANNOUNCEMENT

What launched?

Geographic insights and activation (GIA) empowers advertisers to uncover and act on regional growth opportunities using Amazon's first-party retail insights and their own geographic signals. Through an intuitive map interface, advertisers can visualize their brand's performance against category benchmarks across different regions. With one click, they can activate smart location groups that automatically adjust bids to reach customers in areas of opportunity, such as regions with low brand penetration. For enterprise advertisers using Amazon Marketing Cloud (AMC), GIA offers additional flexibility to combine their own geographic data with Amazon's retail insights, creating custom strategies that align with their specific business goals.

The new map visualization helps you understand and your brands performance against the category and activate your location optimization based on those insights.

Why is it important?

For advertisers, driving new-to-brand growth is vital for long-term success, but identifying and engaging new audiences effectively remains a significant challenge. Many brands lack the signal-driven insights needed to pinpoint untapped regions to reach these audiences at scale. GIA solves this challenge by combining Amazon's robust retail insights with advertisers' own geographic signals. Whether breaking into new territories or strengthening presence in established markets, GIA provides the essential tools needed for advertisers to expand reach strategically and drive measurable business growth.

Where is the feature available?

• North America: United States, Canada
• Europe: Germany, Spain, France, Italy, United Kingdom
• Asia Pacific: Australia, Japan

Who can use it?

• Self Service Advertisers on Amazon DSP who are also using Amazon Marketing Cloud

Where do I access it?

• Amazon Marketing Cloud, Amazon DSP

API specific

Amazon DSP has launched a new set of endpoints available through the Amazon Ads API

LAUNCH ANNOUNCEMENT

Introducing AI-powered deal selection and optimization

What launched?

Amazon DSP has launched automatic deal selection, a new feature that automatically curates a custom group of deals based on your campaign objectives and targeting criteria. Available for Streaming TV campaigns where Goal is set to Awareness and KPI is set to Reach, this feature regularly monitors and updates eligible deals throughout the campaign flight using machine learning.

During line item setup, locate the Inventory section and click the checkbox next to “Automatic deal selection”.

Why is it important?

Automatic deal selection reduces the need for manually navigating through hundreds of available deals to find opportunities that align with your campaign objectives. The feature uses machine learning to continuously analyze performance data and automatically optimize deal selection throughout the campaign, adding high-performing deals and removing under-performing ones without manual intervention. This helps streamline campaign management for advertisers with lean in-house teams looking to maximize reach efficiently while reducing the manual deal management burden.

Where is the feature available?

• North America: United States

Who can use it?

• Self-service advertisers

Where do I access it?

• UI - ADSP Self Service
• Public API

API specific:

Automatic deal selection is also available through the Amazon Ads API via the Inventory Group resource under the Deal Management API (beta). When automatic deal selection is enabled on a line item, the system creates and manages an inventory group with curationSourceType set to AMAZON_CURATED_AGENT, distinguishing it from advertiser-curated or Amazon-curated groups. Key Inventory Group fields include inventoryGroupId, name, inventoryType, advertisingDealIds (the collection of deal IDs in the group), and createdInRegion.

To create an automatic deal selection line item, create an inventory group with curationSourceType set to AMAZON_CURATED_AGENT, inventoryType set to STREAMING_TV. Note that automatic deal selection is only supported for line items for streaming TV awareness campaigns. Advertisers can retrieve the inventory group and its associated deals programmatically, and monitor deal-level delivery metrics through the DealPerformance and DealPlanningMetrics entities.

For full technical details, refer to the Inventory Group API documentation.

LAUNCH ANNOUNCEMENT

Omnichannel Metrics now delivers product category-level breakouts

What launched?

Omnichannel Metrics (OCM) now provides granular insights into how Amazon DSP campaigns drive sales across specific product categories for US advertisers. Using a new exposure-based methodology, OCM produces category breakouts at both the study and campaign level, surfacing beyond Amazon units and sales for the most purchased product categories.

Why is it important?

Advertisers with diverse product lines can now see which product categories their ad dollars are driving purchases in, enabling more strategic budget allocation and campaign optimization. With the new category breakouts, you can validate your omnichannel strategy and inform budget decisions based on purchasing behavior rather than broad market trends, providing the actionability that large multi-category advertisers have been requesting.

Where is the feature available?

• North America: United States

Who can use it?

• Amazon DSP Self-Service
• Amazon DSP Managed Service

Where do I access it?

• Amazon DSP

Amazon is extending Alexa conversational entertainment ads for advertisers buying Sponsored Tiles on Prime Video. Conversational Entertainment Ads are a new display advertising format on eligible Echo Show devices that seamlessly integrates sponsored Media and Entertainment (M&E) content into entertainment-related voice queries with Alexa+, our next-generation conversational AI assistant. Customers can engage with the ads through voice and touch to subscribe to Prime Video Channels or buy/rent titles directly on their Echo Show devices. With this launch, Alexa will be automatically included as an inventory source alongside Prime Video for all new Sponsored Tile line items created through the existing Sponsored Tiles package, expanding beyond the November 2025 launch which included Alexa alongside Fire TV for subscription bundle packages.

Subscribe to Prime Video Channel

Buy/Rent Content

Following the exciting announcement about Alexa+, our next-generation conversational AI assistant, Conversational Entertainment Ads present a seamless expansion opportunity for Prime Video Channels and Transactional Video On Demand advertisers' Sponsored Tile campaigns from just Prime Video to Alexa devices, requiring no additional setup or creative development. This expansion connects advertisers with millions of Echo Show users during highly relevant entertainment discovery moments through both touch and voice interactions, creating incremental subscription opportunities when customers actively seek content; maximizing advertisers' customer acquisition efforts through a single unified solution.

Where is the feature available?

• North America: United States

Who can use it?

• managed service

Where do I access it?

• Amazon DSP

LAUNCH ANNOUNCEMENT

On April 2, 2026, we launched cross-account reach and frequency (R&F) reporting, enabling advertisers to measure de-duplicated reach and frequency across multiple Amazon Ads accounts with flexible time granularity options. Additionally, we enhanced frequency group R&F reporting capabilities to support manager account and cross-manager account level frequency group measurement besides advertiser account level, allowing advertisers to measure cross-account frequency group performance.

In February 2026, we expanded dynamic R&F reporting with custom cross-campaign de-duplicated R&F reporting broken down by advertiser account, supply source, and frequency group, with flexible time granularity options and custom time period reporting. You can also measure de-duplicated R&F for a global account across associated Amazon DSP and Sponsored Ads advertiser accounts. Additionally, advertisers can now easily access R&F insights through the new "Reach and frequency" report template in Reporting UI.

These capabilities build on the foundation introduced at unBoxed in November 2025, when we launched dynamic reach and frequency reporting—enabling advertisers to measure de-duplicated reach and frequency for custom time period reporting for past 15 months for Sponsored and Amazon DSP campaigns and ad groups.

Access the new dynamic reach and frequency reporting capabilities through the Reporting (beta) UI and API interface within “Measurement and Reporting” left-side menu on Ads console.

Getting Started with the Reach and Frequency Template

In the Reporting (beta) landing page, you can now access “Reach and Frequency” reporting template to jump start your R&F report building with pre-populated metrics and reporting dimensions. You can also create a new R&F report by clicking "Create report."

Creating Custom Cross-Account Reports

To view de-duplicated R&F for a custom set of accounts, select your desired accounts and campaigns in the report filter section. Within customize columns, choose a time dimension, and the reach and frequency metrics relevant for your campaign analysis. The system will calculate de-duplicated R&F across your selected accounts at your desired time granularity, providing precise insights into unique user exposure. Selecting a time dimension without level of detail dimension (advertiser account, campaign, ad group) will allow reach data aggregation above advertiser account dimension.

Creating Custom Campaign Reports

To view de-duplicated R&F for a custom set of campaigns within an account, select your desired account and campaigns in the report filter section. Within customize columns, choose advertiser account dimension, your preferred time granularity, and the reach and frequency metrics relevant for your campaign analysis. The system will calculate de-duplicated R&F across your selected campaigns, giving you precise insights into unique user exposure.

Frequency Group R&F Reporting

For manager account and advertiser account level frequency group R&F reporting, select the manager account, advertiser account that owns the frequency group you want to measure reach for in the account filter. Within customize columns, select "frequency group" dimension within Targeting dimension category, preferred time breakdown (date range, date, week, month, day of month, year) and the reach and frequency metrics relevant for your campaign analysis. This provides de-duplicated reach and frequency for each frequency group owned by the selected manager account and advertiser account.

Cross-Account Supply Exclusive Reach Rate Reporting

For cross-account supply exclusive reach rate reporting, select "supply source" within the Supply dimension category, preferred time breakdown (date range, date, week, month, day of month, year) and the reach and frequency metrics relevant for your campaign analysis. This provides the exclusive reach for each Amazon Streaming TV supply (Prime Video Ads, Amazon Publisher Services, Twitch web video, Twitch mobile app video, Amazon live stream, Freevee, Amazon Video Fire TV Channels) activated across your selected accounts.

Why is it important?

Advertisers need granular control over reach and frequency measurement to optimize their media investments effectively. Dynamic reach and frequency reporting delivers exactly that, enabling you to filter to any campaign combination, measure de-duplicated reach and frequency across Sponsored Ads and Amazon DSP, and analyze performance with flexible time granularity and custom time periods.

With a single, unified view across ad products, accounts, and inventory sources, you can see exactly how many unique audiences you're reaching across your Amazon Ads investment. This empowers smarter budget allocation, prevents audience fatigue, and grounds every decision in de-duplicated data, so you spend less time stitching together reports and more time optimizing campaigns.

Where is the feature available?

• North America: United States, Canada, Mexico
• South America: Brazil
• Europe: Germany, Spain, France, Italy, United Kingdom, Belgium, Switzerland, Poland, Turkey, Austria, Netherlands, Sweden, Finland, Norway, Ireland, Denmark, Luxembourg
• Middle East: Saudi Arabia, United Arab Emirates, Israel, Egypt, Morocco, Bahrain, Kuwait
• Asia Pacific: Australia, India, Japan, China, New Zealand, Singapore

Who can use it?

• All advertisers, including managed service and self-service, across all verticals.

Where do I access it?

• These insights are available through the Reporting (beta) UI and API.

API specific

The dynamic R&F reporting capabilities are accessible via the public reporting API, enabling programmatic access to de-duplicated reach and frequency metrics across campaigns, ad groups, advertiser accounts, supply sources, and frequency groups including cross-account and manager account frequency group breakdowns. For full technical details, please read link.