Search | LinkedIn
By Mansour Norouzi · November 17, 2025 · Curated by George's Blog
Amazon added a new update to the Brand Store “Sources” report, and it’s actually pretty useful.
You can now see external traffic sources broken out by channel — Google, Instagram, YouTube, Bing, etc. It also shows where your store visitors come from across:
Organic
Byline
Sponsored Ads (with SB, SBV, SD, SP broken out)
Other unidentified traffic
And for each source, Amazon gives you things like dwell time, bounce rate, visits, and sales per visit.
Here’s why this matters:
▪️You can finally see which external channels are sending meaningful traffic and whether they convert or just bounce.
▪️ You can compare traffic quality across ad types, which helps you understand whether Sponsored Brands, SB Video, or Display is actually pushing the right people into your brand ecosystem.
▪️ You get a clearer view of how customers find your store, not just from ads, but from organic search and byline clicks on your PDPs.
It’s a simple update, but it gives brands a cleaner way to understand where their traffic comes from and how well each source performs.