Amazon thinks its ads sell more than it’s been taking credit for.
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. Now it’s using the findings to help make the case for counting a full year. Proving value over that stretch is fast becoming table stakes, and Amazon, like Google, needs it more than most. Better upper-funnel measurement and AI-driven shopping are pulling money out of search, while TikTok, Instagram, YouTube and creators claim credit for sales that they had a hand in, even when the purchase happens on Amazon.
“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,” said Lily Tong, a director of measurement at Amazon Ads, “It doesn’t mean that you didn’t create value.”
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