Amazon’s unified Campaign Manager puts Sponsored Products, Sponsored Brands, display, and Amazon DSP campaigns in one workspace, and in September 2026 Amazon renamed the platform Amazon Ads Agent. If your ads console suddenly looks different, this is why. This guide shows how to use Amazon’s unified Campaign Manager day to day, which features are worth your time, and the reporting deadline every advertiser needs to act on before December 31, 2026.
Quick Answer
Amazon’s unified Campaign Manager is the single workspace that combines sponsored ads and Amazon DSP, now called Amazon Ads Agent. Use the All view to see every ad product together, smart search to filter campaigns in plain language, guidance cards for recommendations, and the “+” button to create any campaign type. Move your reporting to unified reporting now, because Amazon is retiring the legacy Sponsored Ads and DSP reports by December 31, 2026 (Amazon Ads).
Key Takeaways
Campaign Manager launched in beta in November 2025, combining sponsored ads and Amazon DSP. Amazon renamed the unified platform Amazon Ads Agent on September 29, 2026.
Your campaigns, permissions, and data carried over automatically. Nothing needs rebuilding.
The All view blends every ad product into one KPI bar. Always filter by ad product before making decisions.
Smart search lets you filter campaigns with plain language, such as “SP, Impressions > 1000, Purchases > 0”.
Legacy Sponsored Ads and DSP reports retire by December 31, 2026. Rebuild your scheduled reports in unified reporting before then.
For years, sponsored ads lived in the Ads Console and Amazon DSP lived in a separate interface. At unBoxed in November 2025, Amazon introduced a new Campaign Manager that brings sponsored ads, multimedia formats, and Amazon DSP into one hub (Amazon Ads). It started in beta for selected advertisers, with a broader rollout to everyone using sponsored ads or DSP. Amazon says existing campaign data, permissions, and reporting carry over automatically.
At unBoxed on September 29, 2026, Amazon gave the unified platform a new name: Amazon Ads Agent (Amazon Ads announcement). It now holds three campaign types: sponsored ads, Full-Funnel Campaigns, and Display, Video, and Audio. So if you search for “unified Campaign Manager” and then see “Amazon Ads Agent” in your account, they refer to the same platform.
IMPORTANT: Rollouts happen account by account, and Amazon is still changing labels and menus. If a button or menu name in this guide looks different in your account, the feature is usually the same with a new label. Look for it in the left navigation or use the account search.
The Main Features, Explained
Feature
What it does
How to use it well
All view
Shows Sponsored Products, Sponsored Brands, display, and DSP campaigns in one list with a shared KPI bar
Filter to one ad product before judging performance
Smart search
Filters campaigns using plain-language queries
Build saved searches for your weekly checks
Guidance cards
Surface recommendations, such as adding products you are not advertising
Check every card against margin and stock before applying
“+” create button
Starts any campaign type from one place
Use it for new campaigns, then set structure manually
Multi-account switching
Moves between advertiser accounts without leaving the workspace
Agencies: confirm the account and marketplace before editing
The All view combines every ad product in one list, with smart search above it
How to Use It: A Weekly Workflow
The tools are only useful if you work them in a routine. This is the weekly flow we use.
1. Confirm the account and marketplace
Before reading any number, check the account and country selector at the top. The workspace opens on whatever marketplace you were last in, and a US-versus-Canada mix-up is the most common cause of “my numbers are wrong” panic.
2. Start in the All view, then filter by ad product
The All view is a good health check: total spend, clicks, and purchases across everything. But a blended number can hide a failing ad type. A strong Sponsored Products month can mask a display campaign losing money. Filter to Sponsored Products, then Sponsored Brands, then display, and review each against its own target.
3. Use smart search to find problems fast
Amazon’s own example query is “SP, Impressions > 1000, Purchases > 0”. Useful variations for a weekly review:
Wasted spend: Sponsored Products campaigns with high clicks and zero purchases over the last 14 days.
Budget-capped winners: campaigns hitting their budget with ACoS below target.
Dead weight: active campaigns with almost no impressions, which usually means bids are too low or targeting is too narrow.
In Amazon’s early testing, smart search users reportedly cut the time spent on bid optimization by 26%. Treat that as a vendor figure, not a promise, but the time saving is real once your saved searches are set up.
4. Review guidance cards, do not auto-accept them
Guidance cards are Amazon’s suggestions, such as advertising products that have no ads running. Some are useful. But Amazon does not know your margins, your stock position, or which SKUs you are winding down. Check each card against your break-even CPC and inventory before applying it.
5. Create campaigns with “+”, but keep your structure
The “+” button starts any campaign type from one place. The structure rules have not changed: one goal per campaign, clean ad groups, and harvested search terms moved into exact match. Our guide to manual campaigns covers the setup.
COMMON MISTAKE: Judging the account by the All view KPI bar alone. Blended ROAS across sponsored ads and DSP mixes very different jobs. Upper-funnel display and video will always look weaker on same-click ROAS. Compare each ad product with its own goal.
Unified Reporting and the December 31 Deadline
Unified reporting became generally available on June 8, 2026 (Amazon Ads). One report can cover multiple accounts, ad products, countries, metrics, and dimensions, with up to 15 months of daily or weekly data and up to six years of monthly data. You will find it under Measurement and Reporting, then Reporting, in the left navigation.
The deadline that matters: Amazon is retiring legacy Sponsored Ads reports and Amazon DSP reports by December 31, 2026. If you, your agency, or a third-party tool relies on scheduled legacy reports, they will stop.
List every scheduled report you use today, including the search term report and placement report.
Rebuild each one in unified reporting and run both side by side for a few weeks.
Expect small differences. Amazon standardized attribution across ad products, so some historical numbers will not match exactly.
Ask any PPC tool you use when it will switch to the new reporting.
TIP: Rebuild your search term report first. It drives harvesting and negatives, and losing it in the middle of Q4 would hurt. Our PPC audit checklist lists the reports worth keeping.
The Conversational Assistant
Amazon Ads Agent also includes a chat assistant. Amazon describes it as a way to state what you want in plain language, then review and approve the proposed changes before they apply (Amazon Ads). For Sponsored Products, it can apply keyword, bid, and budget recommendations in one click. It is in a rolling closed beta, so you may not see it yet, and Amazon says more capabilities will roll out over the coming months.
Our view: use it for questions and analysis, and review every change it proposes before applying it. It is a fast analyst, not a replacement for a profit target.
When NOT to Lean on It
If you only run Sponsored Products on a few ASINs, most of the cross-channel features add little. Use the All view, smart search, and unified reporting, and ignore the rest until you expand into display or DSP. And do not let guidance cards or the AI assistant set your bids. They do not know your landed cost or margin, so every automated suggestion needs a human check against your numbers.
It is the single workspace that combines sponsored ads and Amazon DSP campaigns, introduced in beta in November 2025. In September 2026 Amazon renamed the unified platform Amazon Ads Agent.
Is Amazon Ads Agent the same as Campaign Manager?
Yes. Amazon Ads Agent is the new name for the unified platform that brought the Ads Console and Amazon DSP together. It adds Full-Funnel Campaigns, DVA+, and a conversational AI assistant.
Do I need to rebuild my campaigns in the new Campaign Manager?
No. Amazon says existing campaign data, permissions, and reporting carry over automatically.
When do Amazon’s legacy ad reports stop working?
Amazon is retiring legacy Sponsored Ads reports and Amazon DSP reports by December 31, 2026. Move your scheduled reports to unified reporting before then.
Can small sellers use the unified Campaign Manager?
Yes. It covers sponsored ads, so sellers who only run Sponsored Products use the same workspace. The most useful features for small accounts are smart search and unified reporting.
Written by the AMZ Scaler Team
Amazon advertising and listing specialists with 5+ years managing PPC and listing optimization for brands across the US, UK, and Canada. We publish what we apply in real seller accounts every day.
