Amazon just added a checkbox to your ad reports. It quietly admits the old numbe
By Liranhirschkorn · June 25, 2026 · Curated by George's Blog
Amazon just added a checkbox to your ad reports. It quietly admits the old numbers were only telling half the story.
The feature is called multi-touch attribution. It's in beta for US advertisers right now, sitting next to the last-touch numbers you already use. Last-touch, still the default, gives the last ad someone clicked or even saw the entire credit for the sale. Every ad that brought them there gets nothing.
Think about how a real purchase happens. A shopper sees your Sponsored Display ad, comes back days later through a Sponsored Brands headline, then finally clicks a Sponsored Products ad and buys. Last-touch hands 100% of that sale to the final touch. The first two ads, the ones that did the introducing, look like they did nothing.
So you cut them. High ACoS, no conversions, dead weight. Except they weren't. They started the journey that the last click closed.
Multi-touch attribution splits the credit across every ad that touched the sale, and gives more of it to the ones that did more to move the shopper. Turn the columns on and the upper-funnel campaigns you've been defunding may finally show their real contribution. The discovery ads that looked like losers were often doing the heaviest lifting.
A few things to keep in mind. It's a measurement view, not a change to how you're charged, so it won't move your spend on its own. Last-touch is still the default, so you have to switch the columns on. And it only counts your Amazon Ads touch points, so the rest of your marketing stays invisible to it.
None of this is new if you live in Amazon Marketing Cloud. AMC already let advanced advertisers query the full path to conversion and split credit across it. The catch was you needed the data chops to build it yourself. Pulling multi-touch into standard reporting puts that view in front of everyone, not just teams with a query ready to run.
It's still a set of columns, not the full picture, and more granular reporting would make it far more useful. But even in beta it changes the most basic question you ask of a campaign: did this ad do nothing, or did it just not get the last click?
Check which campaigns you've been killing. Some of them were feeding you.