Guide
A guide to the enhanced Amazon Ads advertiser account
One account. Every ads product. Global reach.
Discover how the advertiser account simplifies campaign management across programmatic buying, sponsored ads, and Amazon Marketing Cloud (AMC), enabling unified management, centralized control, and consolidated billing through one global account.
Navigating challenges today
Businesses can face significant hurdles when managing campaigns across multiple advertising products and solutions. Onboarding new advertisers remains a major pain point, as they might need to create and manage separate accounts for each ad product per country. This fragmented, repetitive process creates a significant barrier to entry to scaling paid media efforts, complicates product adoption, and leads to inefficient campaign management throughout the customer lifecycle.
This challenge is particularly acute for agencies, integrators, and large enterprises that need to onboard advertisers at scale. To overcome these challenges, businesses require streamlined onboarding processes, unified account management, and robust APIs for automation. By simplifying the onboarding process for new ad products, advertisers can improve campaign management efficiency and drive better results across a holistic advertising strategy.
What is the advertiser account?
The advertiser account has been enhanced to simplify the way advertisers manage their advertising—globally and effortlessly. Advertisers can manage all ad products in one place, unlock new capabilities without re-registering, and grant permissions tailored to business outcomes. It’s fast, flexible, and scalable.
Existing DSP advertisers are automatically upgraded to the advertiser account experience—no new account creation required. Your existing Amazon DSP advertiser account ID is now your advertiser account ID, giving you immediate access to multi-country buying, unified billing, standardized permissions, and Amazon Marketing Cloud (AMC).
How can the advertiser account support your role?
Every business has unique advertising needs, whether you're investing in a new ad tech solution, wearing multiple hats to deliver success for your customer, or helping your global enterprise expand to a new market. The advertiser account in Amazon Ads adapts to support your specific requirements, no matter your role or organization size.
Enterprise organizations
Teams can maintain consistent brand messaging across regions while optimizing performance through a single interface. Consolidated billing and unified reporting provide clear visibility into advertising investments and returns, helping leaders make informed decisions about budget allocation and strategy.
Media agencies
For agencies managing multiple client accounts, the advertiser account transforms daily operations. Create and manage client accounts efficiently, toggle between campaigns seamlessly, and generate comprehensive reports—all from one central location. This streamlined workflow helps you and your team focus on what matters most: delivering results for your clients.
Technology partners
Through our public APIs, you can now efficiently scale your operations by seamlessly integrating with existing Amazon DSP V1 campaign APIs. Whether you're managing local car dealerships or retail brands, the API-first approach eliminates the need for manual Amazon DSP setup and separate account creation processes.
Benefits of the advertiser account
The advertiser account provides numerous advantages for your business—whether you’re an existing advertiser whose account has been automatically upgraded, or you’re getting started with Amazon Ads for the first time:
- Unified registration across ads products: Register once to access all eligible Amazon Ads products, eliminating the need for separate account creation processes.
- Reach audiences globally using a single advertiser account: Within Amazon DSP, you can switch between three regions (Americas, EMEA, APAC). Within a given region, you can choose a country while creating Orders and Audiences. You can also pass an optional country attribute while calling Amazon DSP campaign and audience creation APIs.
- Switch between Amazon DSP and sponsored ads seamlessly: Advertisers no longer need to choose an account from the Console account selector when switching between Amazon DSP and sponsored ads applications.
- Access Amazon Marketing Cloud (AMC): Your advertiser account provisions AMC access, making it easier to connect cross-product, cross-region analytics without separate registration.
- Generate offline reports across all countries: You can leverage Amazon DSP and sponsored ads report center applications using the same advertiser account. Within Amazon DSP, users now have the option to generate offline reports across one or more regions.
- Generate invoices across Amazon DSP and sponsored ads: Use the “Billing” page under Administration to view/download Amazon DSP and sponsored ads invoices in one place.
- Centralized user management: You can invite users at the Manager Account or Advertiser-level with standard or custom permissions across all ads applications.
Getting started
For existing DSP customers (automatic upgrade)
If you already have a DSP advertiser account ID, your account has been automatically upgraded to the advertiser account experience. No action is required—your existing campaigns, audiences, and creatives remain unchanged.
Upon upgrade, you’ll find:
- Holistic navigation in Campaign Manager with cross-product campaign creation
- Consolidated billing and permissions settings
- AMC access within your account
- Multi-country buying across Americas, EMEA, and APAC without re-registration
Your existing API integrations continue to work without modification. New Global Account IDs and regional identifiers are also available for multi-country campaign creation via API.
For new advertisers (account creation)
Getting started with your advertiser account is straightforward. Select “Create advertiser account” in Access and Settings or via the Amazon DSP campaign manager.
This kicks off a simplified workflow where you can enter your advertiser’s business details once (or optionally import them from an existing Amazon retail selling account). Public API customers can have the same experience by calling CreateAdvertiserAccount API.
When setting up your advertiser account for the first time, you can set up billing by choosing an invoice recipient (e.g., bill the manager account or bill the advertiser account), billing details, and payment method (e.g., pay by invoice).
Managing campaigns across programmatic and sponsored ads, in addition to Amazon Marketing Cloud
Once your account is set up, select the region for your campaign at the advertiser level and choose the country at the campaign level in the Amazon DSP campaign manager.
You can switch seamlessly between sponsored ads and Amazon DSP campaign managers without changing account context.
With AMC access provisioned within your advertiser account, you can analyze cross-product and cross-region performance—connecting your programmatic and sponsored ads data for holistic campaign insights.
In addition, you can view and edit account details (business details, account name, etc.) and update these details via API by calling the UpdateAdvertiserAccount public API. In Billing settings, you have the option to download a consolidated set of invoices across both Amazon DSP and sponsored ads spend at both the manager account and advertiser account level.
Finally, advertisers can invite users from their buying team(s) with standardized roles (admin, editor, viewer) or custom application level (e.g., reporting only) permissions across both Amazon DSP and sponsored ads applications, with granular controls to adhere to your organization’s privacy needs.
FAQs
With the advertiser account, agencies can choose between "bill to partner" (manager account level) or "bill to advertiser" (individual advertiser level) billing options. You'll receive consolidated invoices that include both sponsored ads and Amazon DSP spend, making financial management more streamlined regardless of which option you choose.
Yes, the advertiser account offers flexible permission management. You can assign standardized roles (admin, editor, viewer) or create custom application-level permissions for specific team members.
If you have an existing Amazon DSP advertiser account ID, your account has been automatically upgraded to the advertiser account experience. No migration or action is required—your existing campaigns continue to run without disruption, and your existing advertiser account ID remains your identifier. If you have separate sponsored ads and Amazon DSP accounts that you’d like to combine into a single advertiser account, a self-serve combine workflow will be available in a future release.
Yes, your advertiser account provisions AMC access, making it easier to connect cross-product, cross-region analytics without separate registration.
No. The upgrade is automatic for existing DSP advertisers. Your campaigns, audiences, and creatives are not impacted, and existing API integrations continue to work without modification.