Measure custom cross-campaign and time period de-duplicated reach and frequency across your Amazon Ads investment with dynamic reach and frequency reporting

What launched?

On April 2, 2026, we launched cross-account reach and frequency (R&F) reporting, enabling advertisers to measure de-duplicated reach and frequency across multiple Amazon Ads accounts with flexible time granularity options. Additionally, we enhanced frequency group R&F reporting capabilities to support manager account and cross-manager account level frequency group measurement besides advertiser account level, allowing advertisers to measure cross-account frequency group performance.

In February 2026, we expanded dynamic R&F reporting with custom cross-campaign de-duplicated R&F reporting broken down by advertiser account, supply source, and frequency group, with flexible time granularity options and custom time period reporting. You can also measure de-duplicated R&F for a global account across associated Amazon DSP and Sponsored Ads advertiser accounts. Additionally, advertisers can now easily access R&F insights through the new "Reach and frequency" report template in Reporting UI.

These capabilities build on the foundation introduced at unBoxed in November 2025, when we launched dynamic reach and frequency reporting—enabling advertisers to measure de-duplicated reach and frequency for custom time period reporting for past 15 months for Sponsored and Amazon DSP campaigns and ad groups.

Access the new dynamic reach and frequency reporting capabilities through the Reporting (beta) UI and API interface within “Measurement and Reporting” left-side menu on Ads console.

Getting Started with the Reach and Frequency Template: In the Reporting (beta) landing page, you can now access “Reach and Frequency” reporting template to jump start your R&F report building with pre-populated metrics and reporting dimensions. You can also create a new R&F report by clicking "Create report."

Creating Custom Cross-Account Reports: To view de-duplicated R&F for a custom set of accounts, select your desired accounts and campaigns in the report filter section. Within customize columns, choose a time dimension, and the reach and frequency metrics relevant for your campaign analysis. The system will calculate de-duplicated R&F across your selected accounts at your desired time granularity, providing precise insights into unique user exposure. Selecting a time dimension without level of detail dimension (advertiser account, campaign, ad group) will allow reach data aggregation above advertiser account dimension.

Creating Custom Campaign Reports: To view de-duplicated R&F for a custom set of campaigns within an account, select your desired account and campaigns in the report filter section. Within customize columns, choose advertiser account dimension, your preferred time granularity, and the reach and frequency metrics relevant for your campaign analysis. The system will calculate de-duplicated R&F across your selected campaigns, giving you precise insights into unique user exposure.

Frequency Group R&F Reporting: For manager account and advertiser account level frequency group R&F reporting, select the manager account, advertiser account that owns the frequency group you want to measure reach for in the account filter. Within customize columns, select "frequency group" dimension within Targeting dimension category, preferred time breakdown (date range, date, week, month, day of month, year) and the reach and frequency metrics relevant for your campaign analysis. This provides de-duplicated reach and frequency for each frequency group owned by the selected manager account and advertiser account.

Cross-Account Supply Exclusive Reach Rate Reporting: For cross-account supply exclusive reach rate reporting, select "supply source" within the Supply dimension category, preferred time breakdown (date range, date, week, month, day of month, year) and the reach and frequency metrics relevant for your campaign analysis. This provides the exclusive reach for each Amazon Streaming TV supply (Prime Video Ads, Amazon Publisher Services, Twitch web video, Twitch mobile app video, Amazon live stream, Freevee, Amazon Video Fire TV Channels) activated across your selected accounts.

Why is it important?

Advertisers need granular control over reach and frequency measurement to optimize their media investments effectively. Dynamic reach and frequency reporting delivers exactly that, enabling you to filter to any campaign combination, measure de-duplicated reach and frequency across Sponsored Ads and Amazon DSP, and analyze performance with flexible time granularity and custom time periods.

With a single, unified view across ad products, accounts, and inventory sources, you can see exactly how many unique audiences you're reaching across your Amazon Ads investment. This empowers smarter budget allocation, prevents audience fatigue, and grounds every decision in de-duplicated data, so you spend less time stitching together reports and more time optimizing campaigns.

Where is the feature available?

• North America: United States, Canada, Mexico
• South America: Brazil
• Europe: Germany, Spain, France, Italy, United Kingdom, Belgium, Switzerland, Poland, Turkey, Austria, Netherlands, Sweden, Finland, Norway, Ireland, Denmark, Luxembourg
• Middle East: Saudi Arabia, United Arab Emirates, Israel, Egypt, Morocco, Bahrain, Kuwait
• Asia Pacific: Australia, India, Japan, China, New Zealand, Singapore

Who can use it?

• All advertisers, including managed service and self-service, across all verticals.

Where do I access it?

• These insights are available through the Reporting (beta) UI and API.

API specific:

The dynamic R&F reporting capabilities are accessible via the public reporting API, enabling programmatic access to de-duplicated reach and frequency metrics across campaigns, ad groups, advertiser accounts, supply sources, and frequency groups including cross-account and manager account frequency group breakdowns. For full technical details, please read link.