Amazon Updates Attribution Model for Store Ads With Shopping-Signal Enhanced Last-Touch Reporting

Amazon has announced a major update to its advertising measurement system with the introduction of a shopping-signal enhanced last-touch attribution model, effective January 1, 2026.

This update changes how conversion metrics are calculated for ads that appear within the Amazon Store environment, including Sponsored Brands, Sponsored Display, and Amazon DSP campaigns.

What Is Changing in Amazon Attribution?

Amazon is introducing a new attribution model that:

• prioritizes shopping behavior signals

• focuses on brand discovery moments

• assigns credit to ads shown during early browsing or category exploration

• uses a shorter attribution window compared to previous models

This means ads shown earlier in the customer journey may now receive more credit for conversions.

What Metrics Are Affected?

With this update, the following metrics will use the new attribution methodology:

• Purchases

• Sales

• Return on Ad Spend (ROAS)

These changes apply to:

• Sponsored Brands campaigns

• Sponsored Display campaigns (vCPM-based, including branded keyword campaigns)

• Amazon DSP campaigns within the Amazon Store

What Stays the Same?

Not all attribution methods are changing.

The following remain unchanged:

• click-based attribution models

• conversion reporting for non-Store campaign types

• other inventory placements outside Amazon Store environments

“All Views” Reporting Still Available

Amazon is also maintaining transparency by continuing to offer:

Purchases (all views) and other “all views” metrics

These reflect:

• all eligible ad views within a 14-day window

• accessible through:

  • Reporting (beta) in Amazon Ads Console

  • Amazon Ads API

  • Unified reporting tools

This ensures advertisers can still analyze full exposure impact alongside the new model.

Why Amazon Is Making This Change

Amazon developed this attribution update based on research into modern shopping journeys inside the Amazon Store.

The goal is to better capture:

• how shoppers discover brands

• how early-stage browsing influences purchases

• how non-click interactions contribute to conversions

This reflects a shift toward measuring intent-building moments, not just final clicks.

Impact on Advertisers

Advertisers may notice changes in performance metrics such as:

• ROAS fluctuations

• adjusted conversion counts

• shifts in attributed sales across Sponsored Ads and DSP

However, Amazon notes that:

• click-based attribution remains unchanged

• only Store-related view-based attribution is impacted

Where the Feature Is Available

The updated attribution model is rolling out globally across:

North America

• United States

• Canada

• Mexico

South America

• Brazil

Europe

• United Kingdom, Germany, France, Spain, Italy

• Netherlands, Sweden, Poland, Turkey, Ireland, Belgium

Middle East & Africa

• UAE, Saudi Arabia, Egypt, South Africa

Asia Pacific

• Japan, India, Singapore, Australia

Who Can Use It?

This update applies to advertisers who use:

• Amazon Ads reporting tools

• Reporting APIs

• Amazon Ads Console dashboards

Final Thoughts

Amazon’s new shopping-signal enhanced attribution model represents a significant evolution in how advertising performance is measured within the Amazon Store.