Does your Amazon Advertising drive sales through other retailers?
By Destaney Wishon · July 21, 2026 · Curated by George's Blog
Does your Amazon Advertising drive sales through other retailers?
For years, answering that question cost hundreds of thousands in custom attribution and MMM modeling.
Now? It's available directly inside Advertising Console. For free.
According to Amazon - "Advertisers can see which specific retailers their Amazon DSP campaigns drive sales at. OCM leverages a combination of first-party Amazon Shopper Panel and third-party signals to measure impact beyond the Amazon store. Retailer breakouts are grounded in exposure-based attribution, reflecting where ad-exposed shoppers actually purchased and giving advertisers the retailer-level specificity needed to optimize omnichannel strategies."
Attribution isn't perfect. But for brands without a $500K+ budget for traditional MMM, this can provide directional proof that your Amazon upper-funnel media is moving the needle BEYOND the Amazon store.
This data can fundamentally change the conversation with your CFO.
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Want to see an example of this report in action?
Check out Kolby Capelouto's post on the OCM release linked in the comments!!