Amazon Ads Reporting: Reporting API, Marketing Stream and the 2027 shutdown
In short: Amazon Ads Reporting shows which ads get clicks and attributed purchases. You can download reports regularly or send new figures continuously to your system. Reporting API v1 serves periodic reports; Marketing Stream v2 provides a continuous feed. The older reporting API v3 and Marketing Stream v1 shut off on June 30, 2027.
Which reporting surfaces exist
The choice does not start with "which metrics do I need" but with "how often and in which volume". Amazon bundles the reporting features of the Ads API into two active surfaces: reporting API v1 and Amazon Marketing Stream version 2. Both deliver advertising data, but with different delivery patterns.
Reporting API v1 is a pull interface: you request a report, Amazon generates it asynchronously, and you download the result. Amazon positions it for periodic analysis with predefined metrics and dimensions, for reports that stakeholders should understand directly, and for combining any dimensions in a single request.
Amazon Marketing Stream version 2 is the push interface: Amazon writes complete datasets as Parquet files into your S3 bucket. Performance data updates every 15 minutes. There is no polling and no throttling; in return, the effort sits in your own pipeline.
| Surface | Delivery | What Amazon recommends it for |
|---|---|---|
| Reporting API v1 | Pull: request a report, download the result | Periodic or scheduled analysis with predefined metrics and dimensions; one request per client ID at a time |
| Amazon Marketing Stream v2 | Push: Parquet files into your S3 bucket | Automated, recurring reporting, dashboards, optimization logic, models and more than 100 reports per day |
| Reporting API v3 (legacy) | Pull, with limited support | Shuts off on June 30, 2027; do not choose it for new integrations |
| Amazon Marketing Stream v1 (legacy) | Push as deltas via Firehose or SQS | Shuts off on June 30, 2027; migrate to version 2 |
The shutdown dates are not rumour but stand in Amazon's own reporting overview: v3 reporting, Amazon Marketing Stream version 1, version 2 reporting for sponsored ads and Amazon DSP reporting all shut off on June 30, 2027. Anyone still on v3 today is building in a migration they did not want.
One note on boundaries: Amazon Marketing Stream delivers advertising data, not retail data. For sales, inventory or revenue from selling, the vendor path is responsible, not the Ads API.
How fresh are the figures really?
For sponsored ads, the first impression and click data is available via the API within 12 hours. That is the theoretical start, not the reliable figure: Amazon validates every click so that advertisers are not charged unnecessarily, and invalid traffic detection runs after the fact for up to 30 days. Amazon recommends waiting at least 5 days before you evaluate campaign performance.
Conversions behave differently. They are refreshed and validated at daily, weekly and monthly intervals and can be restated up to 60 days back. Amazon therefore recommends re-retrieving reports monthly so that conversions do not go stale.
For planning this means: the 5 days apply to the click figures, not to conversions. Conversions run on their own rhythm, and Amazon Marketing Stream v2 takes the backfill away, because the stream backfills automatically up to 70 days on subscription creation and thereby corrects itself while validation catches up.
| Data | First availability | What Amazon promises |
|---|---|---|
| Impressions and clicks (sponsored ads) | within 12 hours | Wait at least 5 days for a reliable evaluation; invalid traffic is detected for up to 30 days after the fact |
| Conversions (sponsored ads) | daily, weekly, monthly | Can be changed up to 60 days back; re-retrieve reports monthly |
| Impressions and clicks (Amazon DSP) | per the overview, after validation | Invalid traffic is detected for up to 72 hours after the fact |
Limits that have to be in the plan
Reporting API v1 allows one concurrent report per client ID: exactly one report runs at a time for a client ID. Depending on the average run time that works out to roughly 100 reports per day. A further request is either queued or answered with a 429. Amazon recommends spreading reports across the day and serializing them per client ID.
Amazon Marketing Stream removes that throttling entirely, because the data is pushed into your AWS environment without an API call. That is why Amazon calls the stream the only surface that carries automated reporting at scale. The price is your own responsibility for schema, storage and processing.
For the architecture this means: ad-hoc analysis and periodic reports belong to reporting API v1, everything that has to flow continuously (dashboards, alerting, optimization logic, modelling) belongs to Marketing Stream v2. Running both in parallel is common, because Amazon promises full reporting API v1 parity for stream v2: the stream delivers the same metrics and dimensions, and adds total values on top.
Reports and exports are not the same thing
Amazon separates the two cleanly: Reports include performance data such as impressions, clicks or conversions for a chosen report type. Exports contain campaign metadata such as budget or status. Concretely: a target export for sponsored products returns all targeting clauses associated with sponsored products campaigns, while a target report contains performance data broken down at the target level.
A report can include certain metadata, but Amazon recommends requesting metadata through the export resource because that improves performance. In practice: fetch budget, status and structure data through exports, metrics through reports. Mixing the two costs you duplicate requests and inconsistent states.
Assessment: when Amazon Ads Reporting is enough and when it is not
Our conclusion, not Amazon's statement: Amazon Ads Reporting is the right layer for everything that answers "how did my campaign perform". It is the right layer as soon as you want to trace metrics per campaign, ad group, ad or keyword and move them into your own dashboard or BI tool.
It is not the right layer for questions that only arise across multiple touchpoints and periods: incrementality, audience overlap, customer journey analysis, the combination with your own first-party data. AMC is responsible for those: AMC links the ad contacts across time, and you read where a conversion came from within Amazon there. Amazon Attribution answers the other end of the same question, but only for channels outside Amazon.
And one more boundary: Amazon Ads Reporting delivers ad performance, not your margins. For contribution margin, purchase prices and inventory impact you additionally need the sales data from the vendor or seller path. Mixing the three levels is the most common mistake in reports that then look plausible and still carry no decision.
Step by step
- Define the purpose. One-off analysis, periodic report or continuous data flow? That decides between reporting API v1 and Marketing Stream v2.
- Check the current version. Check whether your integration still runs on reporting API v3 or Marketing Stream v1. Both shut off on June 30, 2027.
- Fix metrics and dimensions. Decide which metrics and dimensions you need. Reporting API v1 combines any dimensions in a single request.
- Stagger the report schedule. Spread the requests across the day and serialize them per client ID. One concurrent report per client ID is the ceiling.
- Refresh conversions monthly. Conversions can be restated up to 60 days back. Re-pull reports monthly for that reason.
- Get metadata through exports. Budget, status and structural data belong in the export resource path, not in the report.
Frequently asked questions
When does reporting API v3 shut off?
Amazon names June 30, 2027 as the shutoff date for v3 reporting, Marketing Stream version 1, version 2 reporting for sponsored ads and Amazon DSP reporting. New integrations should use reporting API v1 or Marketing Stream v2.
What is the difference between reporting API v1 and Marketing Stream v2?
Reporting API v1 pulls reports on request, with predefined metrics and dimensions and one concurrent report per client ID. Marketing Stream v2 pushes complete datasets into your S3 bucket every 15 minutes, without polling and without throttling, and backfills up to 70 days when you create the subscription.
How quickly are click data available?
The first impression and click data is available within 12 hours. Amazon validates clicks after the fact, though, and recommends waiting at least 5 days before you evaluate campaign performance.
Why do conversion figures change afterwards?
Conversions are refreshed and validated at daily, weekly and monthly intervals and can be changed up to 60 days back. That is why Amazon recommends re-retrieving reports monthly.
Is Amazon Ads Reporting enough for my analysis?
For campaign performance, yes. For incrementality, audience overlap, customer journey analysis and the combination with your own first-party data, AMC is responsible; there you also read where a conversion came from within Amazon. Amazon Attribution measures the opposite side: channels outside Amazon.