De-duplicated reach and frequency reporting across accounts (2 April 2026)
Who it hits
Advertisers running Sponsored Ads and DSP (or multiple advertiser accounts) who still add impressions together in a spreadsheet.
What to do this week
Build the Reach and Frequency template in unified reporting. Read unique reach next to last-touch sales. Do not scale SP because frequency looks “efficient.”
What to use it for
If DSP and Sponsored Brands hit the same household, last-click ROAS on SP looks like a miracle and DSP looks like a hobby. De-duplicated reach is how you see the overlap. It is not a new conversion. It does not set max CPC. Pair it with the unified reporting sunset (legacy reports die 31 Dec 2026) and with view-through honesty.
This week
- Measurement and Reporting → Reporting → Reach and frequency template. If it is missing, you are still on legacy reports — migrate those first.
- Filter to the accounts that actually spend. Add a time grain you already use in the founder log (week, not 15-month vanity).
- If unique reach is high and SP conversion is flat, you have a listing or offer problem, not an “awareness” budget to add.
- Do not paste Amazon’s supply-source exclusive-reach rates (Prime Video, Twitch, Freevee…) into an SP bid sheet.
Source: Amazon Ads What’s New, “Measure custom cross-campaign and time period de-duplicated reach and frequency,” 2 April 2026. Confirm UI vs API in your account.
FAQ
Does this replace the search-term report?
No. Harvest is still queries you paid for. R&F is unique people across products. Different job.
Can I ignore this if I only run Sponsored Products?
Yes for cross-account DSP overlap. You still need unified reporting before 31 Dec. Do not skip that sunset for this template.
Source: Amazon Ads: dynamic reach and frequency reporting (2 April 2026) · Confirm live numbers in Seller Central. This desk is the method, not a rate card.
Stuck on this change?
I will walk the public listing, say whether this change is leaking spend, and what week one would be.