Amazon Ads data manager: Preparing first-party data connections
Amazon Ads data manager (ADM) supports connecting, managing, and using first-party audience and outcome data. Amazon announced a redesigned experience on September 30, 2026. Official announcement
Start with the decision the data should support. This guide provides a handoff worksheet and a verification sequence for marketing and integration owners.
Check availability and early access
Japan is included, and advertiser and manager accounts are supported. Some features, including Data Quality Insights, require contacting an account representative for early access. Access conditions
Check the feature name, target account, and availability in your interface together. Opening the new experience does not establish access to every advertised capability.
The redesign separates connection sources, dataset management, and destinations into tabs. Interface structure
Organize your own checks around the source, the contents, and the intended destination.
Define audience and outcome purposes
“Connect our CRM” does not establish the necessary fields or update priorities. Express the purpose as a decision first.
| Decision | Definition to agree on | Owner to involve |
|---|---|---|
| Change messaging for existing customers | Customer eligibility, product scope, and update timing | Sales and customer operations |
| Evaluate purchases or inquiries | Completion point, cancellations, and duplicate handling | Commerce and measurement |
| Assess commercially valuable customers | Revenue versus profit, period, and unavailable calculations | Finance and business owner |
This is an internal planning table, not a list of mandatory ADM fields or advertising interface settings.
A team treating inquiries as customers and a team counting only completed contracts mean different things by “customer list.” Decide which question you want answered before giving a summary to AI.
Prepare a handoff worksheet
Begin with data that has a clear purpose. Complete these fields with the integration owner.
Purpose and advertising decision:
Business, product, and market scope:
Source system and accountable owner:
Customer or outcome definition:
Period and update timing:
Timestamps, time zones, amounts, and currencies:
Duplicates, cancellations, and missing values:
Permitted sharing scope and conditions of use:
Target advertising account and destination:
Available connection method and permissions:
Reconciliation summary and verification owner:
Where configuration changes will be recorded:
Before replacing missing values with zero, distinguish unavailable information, inapplicable information, and an event that did not occur. An inquiry with no revenue field should not become a purchase with zero revenue.
Check connection methods and accepted fields against the current specifications for the capability you will use. This worksheet is not an upload format.
Verify receipt, reconciliation, and destination use
A completed connection still needs reconciliation against the decision you intend to make. These are requests for your integration owner, not ADM status labels.
| Stage | Verification | Where to investigate differences |
|---|---|---|
| Receipt | Records for the intended period arrived and were accepted | Source, permissions, and acceptance results |
| Reconciliation | Counts and amounts align with the source using consistent definitions and periods | Time, duplicates, cancellations, and transformations |
| Destination use | Data is available for the intended account and purpose | Sharing settings, eligibility, and destination state |
Locate a discrepancy before interpreting it. Records that never arrived, were rejected, or were excluded by aggregation conditions should not all become “fewer outcomes.”
When comparing advertising reports, reconcile source completion dates with reporting periods and attribution rules. A report changing after connection does not establish an advertising improvement. Incrementality measurement addresses a separate evaluation question.
Explain definitions before using AI for advertising decisions
Attach purpose, period, definitions, and known discrepancies to summaries supplied to AI. Before asking for improvements based on customer characteristics, be able to explain which customers are included in one sentence.
See Amazon Ads Agent access and preparation for advertising workflow conditions and change review. Give data connections and advertising changes their own accountable reviewers so you know where to investigate problems.
Start by selecting one dataset and completing its purpose, definition, and owner. Shoryaku AI's chat can help review evaluation criteria and next checks using verified summaries and business information you provide. It does not connect automatically to Amazon Ads; manage connections and settings with Amazon.