On June 8, Amazon moved every ad report into one tool, unified reporting, and gave the two old pages until Dec 31. The new tool keeps daily and weekly data for 15 months. Count back from this morning and the floor sits at July 20, 2025, nine days after Prime Day 2025 ended.
So the daily curve from last year's biggest event is already out of reach in the console. Not deleted, as far as Amazon has said. Just not served at daily grain anymore. If you didn't export it, the console no longer has a way to show it to you.
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Two pages retire. One tool remains.
Two pages are being retired: Sponsored Ads reports and Amazon DSP reports, both under Measurement and Reporting. Their replacement is the Reporting tab in the same menu, generally available since June 8 after a seven-month beta. One report can now span accounts, countries and ad products, with a template gallery of 12 types, Search Term and Placement among them.
Retention is the part that matters. Daily or weekly grain: up to 15 months. Monthly, yearly or summary grain: up to six years. Amazon has not said what happens to reports you generated on the old pages, or whether anything from them carries over. The only statement is that scheduled reports on the old pages need recreating, and that an automated migration tool is coming "soon," with no date.
The window rolls
The 15-month window moves forward every day, and something at daily grain falls off the back each time. Today it's Prime Day 2025. On January 8, 2027, it's last October's Prime Big Deal Days. On February 28, 2027, it's Black Friday 2025. By the time you plan next year's Q4, the daily shape of this year's Q4 will have one month left in the window, and the daily shape of last year's will be gone.
Monthly grain survives six years, which sounds generous until you remember that a Lightning Deal is a four-hour event and a budget cap is an eleven-a.m. problem. Monthly totals don't show either.
The two tools don't count the same way
Unified reporting moved from a conversion-based attribution model to a traffic-based one. The reason given in trade coverage is that the old method could count one event more than once across reporting surfaces, and that coverage is blunt about the consequence: the numbers will differ, and that isn't a bug.
So a report pulled from the old page in November and the same report pulled from the new tool in January are two different measurements of the same campaign. Any Q4 plan that compares this year to last year across that seam is comparing two definitions, not two years.
The Numbers
Dec 31, 2026 — the Sponsored Ads reports and DSP reports pages sunset. Scheduled reports on them stop unless recreated
15 months — unified reporting's daily and weekly retention. Rolling
July 20, 2025 — where that window reaches back to as of this send. Prime Day 2025 ran July 8–11
6 years — monthly, yearly and summary retention. Totals only
12 — report templates in the new gallery, Search Term and Placement included
Translation: Your console now has a memory, and it's shorter than your planning horizon. Anything at daily grain older than 15 months lives only in files you already exported, and anything exported from the old page won't match what the new page says about the same week. The console will not keep your history for you. From here on, you do.
The Brief
Oct 26 — four product groups get new questions. From that date, creating or editing a listing in refrigerant appliances, shock absorbers and lift supports, markers and writing instruments, or pool and spa chemicals triggers additional dangerous-goods questions. Existing listings aren't resubmitted, but the next edit is. Don't bulk-edit those categories the week of Black Friday prep.
Oct 31 — the New Selection introductory window closes. Branded FBA ASINs launched July 30 through Oct 31 get the 2026 program's unit-based credits as an introductory offer; the outer grandfathering window closes the same day. If a Q4 launch is sitting in a draft, the difference between an Oct 30 and a Nov 2 go-live is the fee credit on every unit of it.
Nov 1 — €2 per parcel into the EU. A €2 customs handling fee applies to non-EU distance sales from Nov 1, on top of the €3 duty that started in July. If you ship DTC into Europe, that's €5 per parcel of pure cost since summer.
Quick Win
Delegate to whoever owns your ad reporting. Thirty minutes, one folder.
Freeze the daily data before the window moves.
In the Ads Console, open Measurement and Reporting, then Reporting. Create a Campaign report at daily grain, full date range, all campaigns. Export.
Same tool: Search Term report, daily grain, full range. Export.
Now the old Sponsored Ads reports page. Run the same two reports for the same range. Export those too.
Put all four files in one dated folder. The file name carries the tool and the pull date. Repeat on the first of each month.
The artifact: a dated export folder, four files, the first entry in a monthly archive that outlives the console's memory.
The old and new exports will not reconcile, and they aren't meant to; file both so the seam is documented, not argued about in March. The pull proves nothing about performance; it preserves the data that performance arguments need. And don't delete the old-page exports when the migration tool arrives. The tool recreates schedules. It doesn't promise history.
Fifteen months is a long time until it isn't.
The window moved while you read this.
See you Friday.
Have any questions? Grab a 15-minute slot here: book a time here.
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— Dan
