Amazon Advertising API Deprecation Schedule: Key Deadlines Sellers Need to Track in 2025
Amazon will retire several Advertising API endpoints between June 30 and July 31 2025. Sponsored Brands v2 ends July 1 2025, moderation and bid‑recommendation v2 end July 15 2025, DSP legacy line‑item endpoints close June 30 2025, and DSP creative endpoints shift July 31 2025. Sellers must update scripts to the new v4 or unified endpoints before these dates.
Overview
Amazon is phasing out dozens of older Advertising API endpoints across Sponsored Products, Sponsored Brands, DSP, and Amazon Marketing Cloud. The shutdowns begin in late June 2025 and continue through July 2025, with a few lingering into 2026. Sellers who rely on third‑party ad managers, custom scripts, or external reporting tools must verify that every integration points to the new endpoints, or risk losing campaign data and automation capabilities.
Key Points
- Sponsored Brands API ends July 1 2025 — All calls to the legacy
/sb/v2/brandsendpoint must be replaced with the v4 version before the cut‑off. - Sponsored Brands moderation endpoint retires July 15 2025 — The old moderation results call (
/sb/v2/moderation) is replaced by/sb/v4/moderation. - Sponsored Products bid‑recommendation v2 shuts down July 15 2025 — Calls for ad‑group and keyword recommendations must move to the unified
/sp/targets/bid/recommendationsendpoint. - Amazon Marketing Cloud (AMC) ad‑server tables disappear June 30 2025 — Tables such as
adserver_conversionsandadserver_trafficwill no longer be queryable. - DSP legacy line‑item and targeting endpoints retire June 30 2025 — DSP v1 line‑item, order, and targeting calls are replaced by the new ad‑group and campaign structure.
- DSP creative endpoints change July 31 2025 — Separate image, video, and third‑party creative calls consolidate into a single creative management endpoint.
How the Deprecation Process Works
- Announcement and Documentation Release — Amazon publishes a deprecation notice on the Advertising API portal, providing a migration guide that lists old‑to‑new endpoint mappings. Example: a guide shows that
/dsp/v1/lineitemsmust be switched to/dsp/v2/adGroups. - Access Restriction Phase — Starting six months before each deadline, Amazon blocks new developer registrations for the legacy endpoints while still allowing existing tokens to function.
Analysis & Recommendations
Why This Matters
If legacy endpoints return HTTP 410 after the deadlines, automation tools will fail, causing loss of campaign data, spend reporting, and the ability to launch new ads. The tight June‑July window means sellers need to act now to avoid service interruptions and potential revenue loss.
Key Takeaways
- Sponsored Brands API `/sb/v2/brands` deprecates July 1 2025; replace with `/sb/v4/brands`.
- Sponsored Brands moderation `/sb/v2/moderation` and bid‑recommendation `/sp/v2/bidRecommendations` retire July 15 2025; use `/sb/v4/moderation` and...
- Amazon Marketing Cloud ad‑server tables `adserver_conversions` and `adserver_traffic` disappear June 30 2025; switch to new AMC event tables such a...
- DSP legacy line‑item, order, and targeting endpoints (`/dsp/v1/...`) end June 30 2025; migrate to `/dsp/v2/adGroups` and the new campaign structure...
Recommended Actions
- →Log into Seller Central > Advertising > API Settings and replace any legacy endpoint URLs (e.g., `/sb/v2/brands`) with the new v4 or unified URLs.
- →Update in‑house scripts: modify Python/REST calls from `https://advertising-api.amazon.com/sb/v2/brands` to `.../sb/v4/brands`, adjust request bodi...
- →Contact each third‑party ad‑tech provider (e.g., bid‑optimization or DSP platforms) via their support portal and obtain confirmation they have migr...
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