Forrester Research says Amazon is pressuring other cloud platform providers to report "clear, distinct revenue" from their public cloud platforms.
Most cloud providers include revenue from a mix of cloud-related services and products.
In April, Amazon became the first company to break out financial results for Amazon Web Services.
Forrester says more transparent cloud earnings are crucial because without them CIOs "cannot make valid comparisons across provider services or understand whose public cloud services are growth engines and whose public cloud services are loss leaders."
AWS recently reported $2.09 billion in third-quarter revenue, a gain of 79% from the previous year.
"The dialogue about cloud has gotten silly, by using cloud to talk about many different kinds of services," Forrester analyst John Rymer said. "The last thing you want to do is place your bet on a cloud service and find out down there road it’s not all it’s cracked up to be."