Amazon says 20% of brand value appears after ad attribution window closes.
Amazon says about 20% of a brand’s sales value appears after the standard 7‑ to 30‑day ad attribution window ends, based on a study of over two million June campaigns. The finding underpins Amazon’s push to count ad impact over a full year, using a long‑term sales metric first tested in a closed beta since October 2024.
The metric tracks new‑to‑brand shoppers, notes their first ad‑driven actions like a brand search or cart add, and applies the brand’s past 12‑month return from similar shoppers to forecast annual sales. Amazon has also rolled out full‑funnel campaigns, announced last November, that shift budgets across Sponsored Products, Sponsored Brands, display and streaming to encourage longer‑term purchases. Soon marketers will be able to compare projected long‑term sales with actual results in Amazon’s clean room, while the platform now provides agencies with 90 days of historical sales data—short of the roughly 18 months many models require.
“What we actually find is that roughly 20% of the sales value for a brand shows up over time and isn’t captured in that immediate attribution window because that’s just a cutoff date for measurement,” Lily Tong, a director of measurement at Amazon Ads said.
Amazon believes its advertising drives more sales than the short attribution windows currently show. Demonstrating that longer‑term impact is becoming a basic requirement, and Amazon faces the same pressure as Google to prove it. While improved upper‑funnel tools and AI shopping shift spend away from search, platforms such as TikTok, Instagram, YouTube and creators often claim credit for purchases that ultimately occur on Amazon.
What we know
By its own estimates, around a fifth of a brand’s value on Amazon arrives after the attribution window, typically seven to 30 days, has closed.
It reached that figure by studying more than 2 million campaigns that ran on its ad products in June.
She and her team have been trying to prove that out since October 2024, when Amazon unveiled a long-term sales metric in closed beta.
Full-funnel campaigns, announced last November, tries to shift budgets across Sponsored Products, Sponsored Brands, display and streaming to drive long-term sales.
It gives agencies 90 days of historical sales data, while a marketing model needs closer to 18 months, though access has improved this year through a beta program.