Are You Paying for Another Seller’s Sales?

Here’s something most sellers don’t realize about Amazon advertising:

If you run Sponsored Brands or Sponsored Display campaigns but don’t have the Buy Box, your ads could be driving sales for a another seller—or even Amazon itself.

And the worst part? Those sales still show in your ad reports.

This ONLY applies if you’re competing with other sellers for the Buy Box.

How does this happen?

■ Sponsored Products attribute sales only to ASINs in the ad or sold by your Seller Central account ( Which is great- No issue)
■ Sponsored Brands & Sponsored Display attribute sales to any product from the same brand regardless of who is the seller—not just from your account.
■ If a third-party seller has the Buy Box, your ads will send traffic to their offer, and Amazon will count those sales as yours in attribution reports.

What this means for you:

✅ If you don’t have the Buy Box, pause Sponsored Brands & Sponsored Display—or risk paying for someone else’s sales.

Attribution doesn’t always mean your revenue. Are you sure your ad spend is working for you—not for someone else?