De-duplicated reach and frequency reporting across accounts (2 April 2026)
تنشر أمازون إشعارات سيلر سنترال والإعلانات بالإنجليزية. يبقى الموجز أدناه بالإنجليزية حتى لا يضيع نص المصدر. المراجعة والنماذج والسياسات بلغتك. أكّد الأرقام في سيلر سنترال.
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.