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By Joe Shelerud · October 27, 2025 · Curated by George's Blog
Yesterday’s Amazon outage had different impacts across ad channels.
Based on current data, Sponsored Ads were surprisingly resilient, while Amazon DSP saw a much steeper decline.
Across our client accounts, Sponsored Ads performance versus the prior 7-day average showed moderate changes:
• Impressions: no change
• Clicks: down 14%
• Spend: down 10%
We’re holding off on drawing conclusions about sales until attribution fully settles, but early indicators suggest on-site ad delivery remained steady.
Amazon DSP, in contrast, saw both Ad Spend and Impressions drop to roughly a quarter of typical daily averages.
Shoppers could still search and browse despite homepage issues, and mobile often performed better than desktop. It’s possible Amazon prioritized maintaining on-site ad functionality during the outage.
I was surprised to see the stability of Sponsored Ads and it will be interesting to see if this data evolves with attribution or updates. What did you see in your account?