Amazon collapses its DSP and Ads Console into a single Campaign Manager with unified reporting, agentic AI tools and one login across all ad formats.
Amazon's ad business has grown from sponsored product placements into a full-scale media network spanning streaming TV, audio, display and third-party inventory.
Amazon has merged its DSP and Advertising Console into a single Campaign Manager. One login. One reporting dashboard. One place to manage sponsored products, display, video and programmatic inventory.
The unified platform was announced at unBoxed Toronto and is currently in beta with select advertisers and partners. A broader rollout is planned for later in 2026 when Campaign Manager becomes available to all advertisers using sponsored ads or multimedia solutions.
Why it matters
Anyone who has managed Amazon advertising knows the pain of juggling two separate platforms. Sponsored Ads lived in the Advertising Console. Display and programmatic lived in the DSP. Different logins, different reporting, different mental models.
That fragmentation created real problems. Agencies running full-funnel Amazon campaigns had to manually compile metrics across platforms. Attribution was inconsistent. Budget allocation decisions required spreadsheets that stitched together data from two different systems.
The unified Campaign Manager fixes this with a standardised KPI bar and consolidated reporting. For Australian retailers advertising on Amazon AU, this simplifies operations considerably. For agencies managing Amazon accounts alongside Google Ads and Meta, it brings Amazon's workflow closer to the single-platform model they already use elsewhere.
Amazon also rolled out agentic AI tools that can generate creative, build campaigns, recommend targeting and write complex Amazon Marketing Cloud queries using natural language. This is the same pattern we are seeing across Google, Meta and now Amazon: AI handles the execution while the marketer handles the strategy.
What to do about it
If you are in the beta, start migrating workflows now. Build your reporting templates around the new unified metrics before the broader rollout.
If you are not yet in the beta, audit your current Amazon reporting setup. Identify which manual reconciliation steps between DSP and Console reporting you can eliminate once Campaign Manager is available.