(2) Activity | Prem Gupta | LinkedIn
By Prem Gupta · January 20, 2026 · Curated by George's Blog
From January 1, 2026, Amazon changed how it attributes sales to ads, giving more credit to ads seen during early discovery stages, not just the last ad before purchase.
Amazon now uses shopping signals (browsing, exploration, brand discovery), and ads shown earlier in the journey can receive conversion credit with a shorter attribution window.
Purchases, Sales, and ROAS using this new logic are now the default metrics; the old 14-day view metrics still exist as “all views” but are no longer the primary numbers.
You may see changes in reported performance for Sponsored Brands (vCPM), Sponsored Display (vCPM), and Amazon DSP ads in the Amazon Store, mainly due to reporting logic changes, not actual performance shifts.
Click-based attribution, Sponsored Products reporting, and non-Store Amazon DSP reporting remain unchanged.
#amazon #amazonadvertising #amazonads