Amazon Marketing Stream: What v2 Changes and Who Needs It

On some days, VORLINTA’s ad budget is gone by 3 p.m. And it’s in the evening that the clicks convert better. The brand sells board games and puzzles as a vendor on amazon.de and four other EU marketplaces and runs many Sponsored Products and Sponsored Brands campaigns. Its agency wants to see costs and sales by the hour in its own dashboard, without requesting a report every hour.

Regular reports arrive once a day or on request. Amazon Marketing Stream sends the ads data to your own AWS account on its own, broken down by hour. Version 2 has been generally available worldwide since September 30, 2026. Amazon will shut down version 1, the one our 2022 article described, on June 30, 2027.

Building your own connection is meant for agencies, tool providers and advertisers who have access to the Amazon Ads API and a developer. Most sellers and vendors use Stream through a tool.

What is Amazon Marketing Stream?

With Amazon Marketing Stream, you don’t have to fetch the Amazon Ads API data: Amazon pushes it to your own AWS account as soon as it’s available. Unlike report requests, there are no request limits; for v1, Amazon writes “no throttling”.

Stream only delivers ads data. Sales, inventory and other merchant data aren’t included. Clicks from outside Amazon are measured by Amazon Attribution.

“Real time” is an overstatement. VORLINTA’s agency sees individual hours, not individual minutes. In v2, Amazon delivers the data as often as every 15 minutes; in v1, hourly. Stream is available worldwide, including Germany through the EU endpoint. The earlier restriction to the US, Canada and Mexico no longer applies.

Amazon doesn’t charge a fee for Stream. You pay for the AWS services you use for it, such as storage, queues and queries.

You can’t turn Stream on in the ad console. You need access to the Amazon Ads API, an AWS account and development work.

Amazon Marketing Cloud serves a different purpose: in Amazon’s clean room, you run queries across Amazon’s signals. Stream sends you the data of your own campaigns.

Marketing Stream v2: what has changed since September 2026

Feature	v1 (ends June 30, 2027)	v2 (since September 30, 2026)
Destination	Firehose or SQS (standard queue)	Your own S3 bucket, SQS reports new files
Format	JSON messages	Parquet files
Values	Changes (deltas)	Totals per time window
Delivery	Hourly	As often as every 15 minutes
Datasets	Around 20, separate per ad type	2, shared across all ad types
History at start	–	Older data, about a day after subscribing
Accounts	–	One ad account per subscription

Instead of “Brand Halo” and “Other SKU”, v2 uses “Promoted” and “Halo”. The conversion metrics no longer carry a suffix such as 1d, 7d, 14d or 30d. Amazon picks the matching attribution window for each campaign type automatically.

Deltas and totals: the most important difference

In v1, VORLINTA’s agency has to build the hourly value itself. Each message says: “This many impressions were added in this hour.” The dashboard adds up all messages for an hour. Corrections also arrive as messages, and they can be negative.

In v2, every file contains the current total for the hour. The dashboard replaces the old value instead of adding to it.

An example for one VORLINTA campaign, the hour from 2 to 3 p.m.:

Time	v1 delivers	v2 delivers
2:20 p.m.	+500 impressions	500 impressions
4:00 p.m., correction	−49 impressions	451 impressions
Stored	Sum: 451	Latest value: 451

Made-up example figures.

A correction like this can happen, for example, when Amazon filters out invalid clicks and impressions. In v2, Amazon can correct the values for up to 70 days. Only after that are they final.

When you migrate, you have to rewrite the code that has been summing up deltas: from now on, it should replace the old total. Just swapping the data source isn’t enough.

v1 ends on June 30, 2027

Amazon will shut down v1 on June 30, 2027. For the migration, Amazon recommends running both versions in parallel for a while and then retiring v1.

The migration guide only maps the four groups of performance data, meaning traffic and conversions for Sponsored Products, Sponsored Brands, Sponsored Display and DSP. They merge into ads-performance-v1. The guide says nothing about the other v1 datasets, such as budget usage, recommendations and campaign changes. Amazon hasn’t named a v2 successor for these datasets yet (as of October 2026).

What data is available in Amazon Marketing Stream?

v2: two datasets

• ads-performance-v1: hourly performance data with around 400 metrics and over 50 dimensions. Sponsored Products, Sponsored Brands, Sponsored Display, Sponsored TV and Amazon DSP are all in one dataset. Amazon delivers it as often as every 15 minutes.
• ads-converted-product-v1: daily conversion data per ASIN with around 170 metrics, for promoted products (“Promoted”) and other products of the brand (“Halo”). Amazon delivers it every 4 to 6 hours.

Both datasets have a restatement window of 70 days. For privacy reasons, Amazon groups small values with little data into one “(Other)” row. v2 doesn’t contain ready-made metrics such as ROAS or CTR; you calculate those yourself from the base values.

v1: the existing datasets

v1 has around 20 datasets, separated by ad type:

• Traffic and conversions for Sponsored Products, Sponsored Brands, Sponsored Display and DSP
• Clickstream and rich media data for Sponsored Brands and DSP
• budget-usage: a message as soon as a campaign’s budget usage changes by 5% or more
• Recommendations: campaign diagnostics and budget recommendations for Sponsored Products
• Campaign changes: campaigns, ad groups, ads and targets

Our 2022 article described only three of them: sp-traffic, sp-conversion and budget-usage.

Do you need Marketing Stream, or are regular reports enough?

Stream is worth it if …	Reports are enough if …
You need hourly data in your own system	You analyze daily or weekly
You manage many accounts or marketplaces	You have few campaigns
You build your own dashboards or bidding logic	You don’t have a developer
You have a developer and AWS	The ad console or a tool is enough for you

If, like VORLINTA’s agency, you analyze individual hours in your own dashboard, Stream fits. For one-off and scheduled reports, Amazon recommends the new Reporting API v1. If you only want to look through the numbers, the reports in the console are enough, according to Amazon. The Reporting API creates one report at a time per advertiser and around 100 reports a day.

Since November 11, 2025, there has been shared reporting for Sponsored Ads and DSP. It started as an open beta and is part of Report Builder, the Reporting API and Marketing Stream. The old reporting pages for sponsored ads close on December 31, 2026; from December 17, 2026, you can no longer create new reports there. What this means for your scheduled reports is covered in our article on Sponsored Products.

Typical uses

• Dayparting: At VORLINTA, clicks convert better in the evening. With hourly Stream data, you find the hours with the best conversion rate and then raise bids. In the console, schedule-based bid rules do this without code.
• Managing budgets: You see during the day which campaigns are running out of budget. In v1, the budget-usage dataset reports this. v2 has no separate budget dataset; there, the hourly costs in ads-performance-v1 show how fast a campaign spends its money.
• Events such as Prime Day: You adjust budgets and bids within hours instead of waiting until the next day.

Back to VORLINTA: the agency loads the hourly costs and sales into its dashboard. At 2 p.m., it sees which campaigns will run out of budget by the afternoon. It raises the budget before the ads stop.

Setting up Marketing Stream: what you need

• Access to the Amazon Ads API. Existing credentials also work for v2.
• An AWS account. For Germany, an EU region; for v2, eu-west-1, eu-west-2 or eu-south-2.
• A destination for the data: for v2, an S3 bucket and an SQS queue; for v1, Firehose or SQS.
• One subscription per ad account and dataset. v2 doesn’t support manager accounts.

Amazon describes the technical steps in the Marketing Stream v2 overview and in the guide to migrating from v1.

Marketing Stream in AMALYTIX

AMALYTIX uses Marketing Stream for the “Campaign daily budget used” alert. When Amazon reports that a campaign has used up its daily budget, you find out during the day, not with the next report. Unlike the other alerts, which arrive once in the morning, AMALYTIX delivers this one hourly, by email, Slack or MS Teams. Whether you raise the budget is your call.

Conclusion: who needs Marketing Stream

• No developer: You don’t need Stream. Use the reports in the console or a tool.
• Your own v1 connection: Plan the move to v2 before June 30, 2027. Check whether every v1 dataset you use has a successor in v2.
• New connection: Start with v2 right away.
• Scheduled reports on the old reporting page: Move them before December 17, 2026.

Frequently asked questions about Amazon Marketing Stream

What is Amazon Marketing Stream?

An Amazon Ads API service that pushes ads data to your own AWS account, broken down by hour. You don’t have to request reports.

Is Amazon Marketing Stream free?

Amazon doesn’t charge a fee. You pay for the AWS services you use, such as S3, SQS and queries.

What is the difference between Marketing Stream v1 and v2?

v1 delivers changes (deltas) as JSON messages to SQS or Firehose every hour. v2 delivers totals as Parquet files to an S3 bucket, as often as every 15 minutes, and combines all ad types into two datasets.

When will Marketing Stream v1 be shut down?

On June 30, 2027. Amazon recommends moving to v2 before then.

Is Amazon Marketing Stream available in Germany?

Yes. Stream is available worldwide; Germany uses the EU endpoint.

Does Marketing Stream deliver real-time data?

Almost. The data is broken down by hour, and v2 delivers it as often as every 15 minutes. It doesn’t get more granular than hourly.

Do I need programming skills?

Yes, or a tool provider that connects Stream for you. Stream isn’t a feature of the ad console.