Amazon advertising in 2026 is fragmented by design. Sponsored Ads (Sponsored Products, Sponsored Brands, Sponsored Display) live in the Amazon Ads Console with their own attribution, ACoS-driven reporting, and a keyword/ASIN-centric data model. Amazon DSP lives in a separate interface with audience-based targeting, programmatic line items, view-through attribution, and a creative-centric data model. Amazon Marketing Cloud sits above both as a clean-room analytics product that most marketing teams never touch because it requires SQL-fluent data scientists.

The result: every brand running both Sponsored Ads and DSP has two reporting silos. The Sponsored Ads team reports ACoS weekly; the DSP team reports impressions, reach, and view-through conversions monthly. Stakeholders see two PDFs and a question nobody can answer cleanly: "What is our blended Amazon return, and which ASINs are getting full-funnel coverage versus leaking budget?"

Looker Studio (rebranded back to Data Studio in 2026, though most marketers still call it Looker Studio) is the practical place to close that gap. With two separate Dataslayer connectors (Amazon Ads and Amazon DSP) pulling into the same workbook, the joins happen in Looker Studio rather than in spreadsheets or a warehouse. This guide covers the connection for each one, the join model that makes the data merge usable, three reporting questions that only unified Ads + DSP data can answer, and the Amazon-specific quirks that derail dashboards built without them in mind.

How to connect Amazon Ads to Looker Studio with Dataslayer

The Dataslayer Amazon Ads connector is a Looker Studio Community Connector. The entire connection happens inside Looker Studio. Three entry points, pick whichever fits your workflow. Total time from logged-in user to live data source: under 10 minutes.

Entry point 1: from the Dataslayer dashboard. Log in at app.dataslayer.ai with your Google account, open the Destinations section, and click Open Looker Studio. A new Looker Studio document opens with the full Dataslayer connector list; select Amazon Ads.

Entry point 2: from the Dataslayer website. Go to dataslayer.ai connectors and select the Amazon Ads connector for Looker Studio. The click opens Looker Studio directly with the connector loaded.

Entry point 3: from inside any Looker Studio dashboard. Click Add data to report, type "Dataslayer" into the connector gallery search, and pick the Amazon Ads connector from the results.

Whichever entry point you use, the configuration inside Looker Studio is the same:

1. Authorize Amazon Ads. The connector configuration screen prompts for Amazon authentication. Sign in with the Amazon account that has access to the ad account you want to report on. Dataslayer's KB documents the required permissions: the user needs at least Editor permission on the ad account (Admin + Editor if linked through a Manager account, view permission on Advertising reports plus Campaign Manager access). If the credentials lack these permissions, the connector authenticates but returns no data.
2. Select the Amazon Ads profile. Amazon organizes advertising access by profile, which maps to a marketplace and an account type (seller or vendor). If your organization advertises across multiple marketplaces (US, EU, JP), each marketplace is a separate profile; choose which one this data source pulls from. A separate data source is needed per marketplace.
3. Set optional parameters (or leave defaults). The Dataslayer Amazon Ads connector exposes a Sponsored campaign type option (Sponsored Products, Sponsored Brands, or Sponsored Display) plus operational toggles such as "Include empty data," row limits, decimal rounding, and "Ignore invalid accounts." Attribution windows are not a connector-level setting; instead, the connector exposes attributed conversions and units sold as separate metrics for 1-day, 7-day, 14-day, and 30-day windows. Currency is also handled via separate cost metrics (Cost USD, Cost EUR, Cost GBP, Cost AUD) rather than a connector option.
4. Click Connect. Looker Studio loads the Amazon Ads schema (campaign-level dimensions, attributed conversions and units sold at multiple attribution windows, new-to-brand conversions at 14 days, branded searches clicks, multi-currency cost, viewable impressions, and additional ASIN- and ad-group-level fields available when needed) and adds the data source to your report.

You need to be logged into dataslayer.ai for the connector to work. New Dataslayer users get a 15-day free trial with unlimited access to test connectors and destinations, no credit card required; after the trial, the account drops to the free tier without any payment details collected.

How to connect Amazon DSP to Looker Studio with Dataslayer

The Dataslayer Amazon DSP connector is a separate Community Connector with its own authentication, its own data schema, and its own configuration step. It is connected the same way (three entry points, in-Looker config) but the connector itself is distinct from Amazon Ads. You will set up two separate data sources in Looker Studio: one for Sponsored Ads, one for DSP.

Access prerequisite. Before you set up the DSP connector, confirm your organization has DSP access. Amazon DSP is sold as self-service or managed-service. Self-service is open to advertisers who register directly. Managed-service through Amazon typically requires a minimum spend of $50,000 USD per month (the minimum may vary by country). DSP is available to brands selling on Amazon and brands that do not sell on Amazon, but not every Seller Central seller has DSP onboarded. If your team has been using only Sponsored Ads, check with your Amazon account manager or DSP partner before assuming DSP data is available.

Once you have confirmed DSP access, the connection flow is:

Entry point 1: from the Dataslayer dashboard. Same as above; in the connector list inside the Looker Studio document, pick Amazon DSP (not Amazon Ads).

Entry point 2: from the Dataslayer website. Pick the Amazon DSP connector card on the connectors page.

Entry point 3: from inside Looker Studio. Search "Dataslayer" in the connector gallery and select the Amazon DSP connector.

Configuration:

1. Authorize Amazon DSP. The connector prompts for Amazon authentication. DSP is a separate API surface in Amazon's advertising ecosystem, with its own access model. Sign in with the Amazon account that has DSP advertiser access.
2. Select the DSP advertiser. DSP organizes data by advertiser, not by profile. Each advertiser is the unit you select, and a single user may have access to multiple advertisers if they manage several brands. Pick which one this data source pulls from.
3. Set the DSP report type and optional parameters. The Dataslayer DSP connector exposes a DSP report type option that determines the dimension/metric surface available: Campaign, Audience, Audio and Video, Bid Adjustment, Geo, Inventory (grouped by Supply Source or by Site), Product, Reach Frequency, or Tech. The chosen report type maps to one of Amazon DSP's underlying report endpoints. Also available: "Include empty data," row limits, decimal rounding, and "Ignore invalid fields." Pick the report type that matches the question you want this data source to answer; if you need both audience and inventory views, set up two DSP data sources.
4. Click Connect. Looker Studio loads the DSP schema for the chosen report type (order/line-item/supply-source dimensions plus the metrics for that report, including click and view attribution at 14 days, brand halo metrics, off-Amazon conversions, new-to-brand metrics, and cost) and adds it as a separate data source in the same report.

At this point your Looker Studio document has two Dataslayer data sources: one Amazon Ads, one Amazon DSP. Both are addressable in the same report; the merging happens in your chart configuration, not in the connectors themselves.

Why Amazon Ads and Amazon DSP data does not merge automatically

This is the part that gets skipped in most "how to build an Amazon dashboard" guides, and it is the reason most Amazon dashboards either look wrong or quietly omit DSP altogether. The two APIs return data in fundamentally different shapes.

Sponsored Ads granularity. The Amazon Ads API exposes data at the campaign, ad group, keyword/target, and ASIN level. Metrics are conversion-focused: impressions, clicks, spend, attributed sales, ACoS, ROAS, attributed conversions, new-to-brand (NTB) sales for Sponsored Brands and Sponsored Display.

DSP granularity. The DSP API exposes data at the order, line item, creative, and audience level. Metrics are awareness and consideration focused: impressions, reach, frequency, view-through sales, click-through sales, viewability percentage, off-Amazon impressions, on-Amazon impressions. ASIN-level data is available for line items targeted to specific products, but DSP's data model is creative-and-audience-first; ASIN is one dimension among many, not the spine of the schema.

Join keys that actually work. When you bring both data sources into Looker Studio, the joins that hold up:

• Date. Daily granularity is the universal join key for time-series charts. Watch for timezone alignment between Sponsored Ads and DSP reports; Amazon defaults to UTC for both, but per-marketplace timezone configuration exists on Sponsored Ads.
• ASIN. Works for product-level analysis when both data sources expose ASIN as a dimension. DSP exposes ASIN only on line items that targeted specific products; campaign-level DSP awareness pushes attributed to broad audiences may not roll up to a single ASIN cleanly.
• Advertiser / account. A pragmatic top-level group. If a brand has multiple advertiser IDs in DSP that map to one Seller Central account, document the mapping manually before building any aggregate dashboard.

Join keys that look right but break. Campaign name is not a stable join key (Sponsored Ads campaigns and DSP orders are named independently by different teams). Click-through-rate cannot be compared one-to-one because DSP CTR is calculated against impressions including view-only inventory, while Sponsored Ads CTR is against clickable search inventory only.

Attribution and lag mismatch. Sponsored Products defaults to a 7-day click window on Seller Central and a 14-day click window on Vendor Central. Sponsored Brands defaults to a 14-day click window. Sponsored Display has its own defaults that vary by format. DSP attribution changed materially on January 1, 2026 when Amazon retired the standalone 14-day view-through default for on-Amazon DSP inventory and replaced it with a machine-learning attribution model that weights view-through differently. Off-Amazon DSP delivery continues to use traditional view-through windows. Click-through attribution still defaults to 14 days on most advertiser configurations. Always verify the live attribution settings in your DSP account before building cross-channel comparison charts. Reporting lag also differs: Sponsored Ads metrics typically finalize within 24 hours; DSP metrics typically take 48 to 72 hours to settle, especially view-through and cross-device matched sales. When you build a "blended Amazon spend last 7 days" chart, the last two days of DSP data are still incomplete; document this caveat or extend the window to last 14 days minus the trailing 3 days.

Three reporting questions only unified Ads + DSP data can answer

The dashboards below each require both connectors. Building them with Sponsored Ads alone leaves DSP invisible; building them with DSP alone misses the conversion side. The point of the unification is to answer questions that neither console can answer in isolation.

Question 1: What is the blended Amazon ad return, and how is the Sponsored / DSP split changing over time?

Amazon's native consoles compute ACoS for Sponsored Ads only and report DSP performance with its own ROAS variant on a separate dashboard. A blended view (combined spend divided by combined attributed sales) requires manual stitching or unified pull.

Build a blended Amazon return dashboard with:

• Top-of-page scorecards: total Sponsored spend, total DSP spend, total Sponsored attributed sales, total DSP attributed sales, blended ACoS percentage
• A time-series of monthly Sponsored spend and DSP spend side by side
• A time-series of blended ACoS over the last 12 months
• A stacked bar chart of the Sponsored / DSP split per month

Operator-observed caveat: DSP attribution is more generous than Sponsored Ads attribution because the view-through window is longer and counts impression-only exposure. A direct comparison of "DSP ACoS" against "Sponsored ACoS" naively will make DSP look more efficient than it actually is on incremental sales. Always document the attribution model on the chart itself, and treat blended ACoS as a directional indicator, not a true incrementality measure.

Why it matters: brands running both channels often default to evaluating each channel against its own ACoS or ROAS benchmark, which obscures the question of whether the total Amazon budget is producing returns at the brand level.

Question 2: Does DSP upper-funnel spend correlate with branded Sponsored Ads search lift?

The classic Amazon strategy story: DSP awareness campaigns drive shoppers to search the brand name on Amazon, which converts via Sponsored Brands and Sponsored Products on branded keywords. Inside the native consoles, this story is hard to validate because DSP and Sponsored Ads report independently.

Build a DSP-to-branded-search correlation dashboard with:

• A side-by-side time-series of weekly DSP impressions and weekly Sponsored Brands branded-search clicks
• A lag correlation chart: DSP impressions in week N, Sponsored Brands branded clicks in weeks N+1 and N+2
• For advertisers running DSP awareness pulses (always-on plus periodic boosts): an annotated overlay showing whether branded search clicks lift the week after a DSP impression surge

Operator-observed caveat: this analysis shows correlation, not causation. Amazon Marketing Cloud is the only Amazon-native tool that can measure true incrementality across Ads and DSP because it sits on top of event-level data with cross-channel cohort matching. The Looker Studio version shows the pattern that justifies the AMC investment, but it should not be presented as proof of DSP causing branded search.

Why it matters: agencies running DSP for clients constantly face the question "is DSP actually working?" from CFOs. A patterned correlation chart in Looker Studio is the conversation-starter; AMC is the proof for the spend defense.

Question 3: Which ASINs are getting full-funnel coverage, and which are leaking budget?

This is the highest-leverage dashboard for brands running both channels. The question: at the ASIN level, what is the Sponsored spend, the DSP spend, the total attributed sales, and the implied efficiency?

Build an ASIN-level full-funnel coverage dashboard with:

• An ASIN-level table with columns for Sponsored spend, DSP spend, total ad spend, total attributed sales, blended ACoS per ASIN
• A heatmap or sort that surfaces ASINs in three buckets: Sponsored-only, DSP-only, both
• Optionally: a comparison of attributed sales velocity for "both-channel" ASINs versus single-channel ASINs at the same price point

Operator-observed pattern (worth verifying against your own data): high-margin hero ASINs often get over-invested in both channels with diminishing returns, and long-tail ASINs frequently receive DSP impressions through broad-audience line items without Sponsored Brand defense, which can leak budget to competitors who outbid on the branded search after a DSP exposure.

Why it matters: ASIN-level decisions about where to add Sponsored Ads coverage to defend DSP-warmed traffic, or where to pull DSP budget from ASINs the brand cannot convert, are the single biggest source of efficiency gains in mature Amazon programs. They cannot be made without both data sets in the same view.

Amazon Ads + DSP quirks that will trip you up

Eight implementation details that affect Amazon advertising reporting more than they affect other connector setups. Get them right before the dashboard ships.

• DSP access is not universal. Self-service DSP is open to registered advertisers but requires onboarding through Amazon. Managed-service DSP typically requires the $50K USD per-month minimum spend. If your brand has been running Sponsored Ads only and a stakeholder asks for "the DSP dashboard", confirm DSP is actually onboarded before promising data. A meaningful share of mid-market brands selling on Amazon do not have active DSP, often without realizing it is a separate product behind a separate onboarding flow.
• Attribution windows differ by ad type and by channel. Sponsored Products defaults to 7-day click on Seller Central and 14-day click on Vendor Central. Sponsored Brands defaults to 14-day click. Sponsored Display has its own defaults that vary by format. DSP attribution materially changed on January 1, 2026: Amazon replaced the standalone 14-day view-through default for on-Amazon delivery with a machine-learning attribution model; off-Amazon delivery still uses traditional view-through windows, and click-through still defaults to 14 days for most configurations. Cross-channel ACoS comparisons require either window alignment in the connector or explicit documentation on the chart. The Amazon Ads API supports limited attribution window configuration; the DSP API allows more flexibility at the advertiser level. If your dashboard mixes both, pick one window for the blended view and stick with it, and always confirm the live settings in your accounts before publishing comparisons.
• Reporting lag is asymmetric. Sponsored Ads metrics settle within 24 hours for most account types. DSP metrics often take 48 to 72 hours to settle for view-through sales, especially across devices. "Yesterday's blended ACoS" is therefore unreliable; "last week's blended ACoS" is reliable. Set refresh cadence accordingly.
• Marketplaces are separate profiles. Amazon Ads organizes by profile, which combines marketplace and account type. A US Seller Central account and a UK Seller Central account are two separate profiles, each requiring a separate Dataslayer Amazon Ads data source in Looker Studio. Same logic for DSP advertiser IDs across regions. Currency normalization in your blended view must be explicit; do not let Looker Studio sum USD and EUR without conversion.
• New-to-brand (NTB) is reported differently across the two channels. Sponsored Brands and Sponsored Display report NTB sales as a standalone metric in the Amazon Ads API. DSP also reports NTB but with different methodology (a profile is considered new-to-brand if they have not purchased the brand in the prior 12 months, evaluated at impression time). If you build a "NTB sales by channel" chart, document that the underlying definitions and lookback windows are not identical.
• Sponsored Display straddles the line. Sponsored Display is sold through the Amazon Ads Console (so it shows up in your Amazon Ads connector data) but uses DSP-like audience targeting. When categorizing "Sponsored vs DSP spend" on a chart, decide upfront where Sponsored Display sits. Most operators count it as Sponsored Ads because it is bought through the Sponsored Ads console; some agencies bucket it with DSP because of the audience-targeting model. Pick one convention and document it.
• Rate limits and API limits differ. The Amazon Ads API has per-endpoint rate limits and report-generation queues; pulling a full profile with several months of history can take minutes. The DSP API is similarly rate-limited but with different report-generation patterns. For accounts with very high spend volume, do not schedule refreshes more frequently than necessary; daily refresh at consistent off-peak hours is the operator-recommended cadence.
• Amazon Ads has a 90-day lookback window. Per Dataslayer's documentation, the Amazon Ads connector can return data from the current day back to 90 days ago. Longer historical analysis requires exporting data to a destination (Google Sheets, BigQuery, or another warehouse) before the 90-day boundary rolls forward, then querying the historical store from Looker Studio. Plan your year-over-year dashboards around this constraint at setup, not after the fact.

FAQ

Is Amazon Ads the same connector as Amazon DSP in Looker Studio?
No. Amazon Ads and Amazon DSP are two separate Dataslayer Community Connectors with separate authentication, separate APIs, and separate data schemas. To build a unified Amazon dashboard, you set up two data sources in the same Looker Studio report, one per connector, and combine them through chart-level filters and blends.

Can I see DSP data alongside Sponsored Ads without DSP access?
No. DSP data is only available to advertisers with DSP onboarded (self-service or managed-service). If your brand has been running Sponsored Ads only, the DSP connector authenticates but returns no data. Before building any unified dashboard, confirm DSP access with your Amazon account manager or DSP partner.

Why is DSP attribution different from Sponsored Ads attribution?
Sponsored Ads attributes against the click (with windows that vary by ad type, by Seller vs Vendor account, and by sub-format). DSP attributes against both view-through and click-through, and as of January 2026 Amazon replaced the standalone 14-day view-through default for on-Amazon DSP inventory with a machine-learning attribution model that weights view-through differently; off-Amazon DSP delivery still uses traditional view-through windows. The underlying reason both products have different attribution philosophies is purpose: DSP is engineered for upper-funnel exposure where the conversion happens days or weeks later, while Sponsored Ads is engineered for high-intent click-to-cart paths. A direct ACoS comparison between the two channels is misleading without normalizing the attribution window or annotating the chart with the difference.

Can I do true incrementality measurement of DSP versus Sponsored Ads in Looker Studio?
No. Looker Studio shows correlation, not incrementality. Amazon Marketing Cloud (AMC) is Amazon's clean-room product designed for cross-channel incrementality and audience overlap analysis. AMC requires SQL knowledge and a separate setup. The Looker Studio dashboards described in this guide answer the descriptive question ("what happened across both channels") and the directional question ("does DSP correlate with Sponsored search lift"). They do not answer the causal question ("how much incremental revenue does DSP produce"). For that, route to AMC.

How do I handle multiple marketplaces and currencies in a blended Amazon dashboard?
Each marketplace is a separate Amazon Ads profile and (usually) a separate DSP advertiser. You will set up multiple data sources, one per marketplace per connector. For a global blended view, normalize currency explicitly in Looker Studio (multiply by a fixed exchange rate field, or use a calculated field with current rates) before summing across regions. Do not let Looker Studio combine USD, EUR, GBP, and JPY natively; the totals will be meaningless.

How fresh is Amazon advertising data after a refresh?
Sponsored Ads data is typically reliable within 24 hours. DSP data is typically reliable within 48 to 72 hours, especially for view-through metrics. Daily refresh at a consistent time is the practical sweet spot. Hourly refreshes do not produce materially fresher numbers because Amazon's own reporting pipeline does not update at that cadence.

Conclusion

Amazon's advertising stack is fragmented by product design. Sponsored Ads optimizes for conversion; DSP optimizes for audience and reach; AMC sits above both for incrementality work most teams cannot operationalize. The pragmatic reporting question is not "which Amazon channel is best" but "what is our blended Amazon performance, and where are we leaking budget at the ASIN level."

Looker Studio with two separate Dataslayer connectors (Amazon Ads and Amazon DSP) is the shortest path to that view. The two connectors authenticate independently, expose distinct schemas, and require deliberate join planning, but they live in the same workbook and can be combined through chart-level configuration. The three questions covered above (blended ACoS / TACoS, upper-to-lower funnel correlation, ASIN-level full-funnel coverage) are the dashboards mature Amazon programs build first because they cannot be answered from inside Amazon's native consoles alone.

Start a free Dataslayer trial to connect Amazon Ads and Amazon DSP to Looker Studio in under 20 minutes (two connectors, no credit card required), with unlimited rows on Looker Studio across all paid plans and access to 50+ other marketing data sources for when the report needs to span more than Amazon alone. If you also run Meta or Klaviyo, our guides on Meta Ads to Looker Studio and Klaviyo to Looker Studio cover the patterns for those connectors in the same workbook.