Overview

Amazon is replacing its long‑standing view‑based attribution with a “shopping‑signal enhanced” model that takes effect in 2026. The change splits Return‑on‑Ad‑Spend (ROAS) reporting into two parallel metric families, meaning sellers of display, video, and DSP ads may see their reported ROAS fall even if actual sales stay flat. Understanding the new dual‑reporting layout is now essential for anyone managing Amazon advertising spend.

Key Points

• Last‑touch only — Credit is given solely to the final meaningful ad view before purchase, eliminating multi‑touch credit.
• Compressed windows — The period linking an ad view to a sale is shortened from the previous 14‑day window, though Amazon has not disclosed the exact new length.
• Dual metrics — “Standard” metrics use the new last‑touch logic, while “All views” metrics retain the historic 14‑day model for side‑by‑side comparison.
• View‑centric campaigns hit hardest — Sponsored Brands video, Sponsored Display (viewable CPM), and DSP ads are directly affected; click‑based ads keep their existing attribution.
• Global rollout — The update launches simultaneously in 28 Amazon marketplaces across North America, Europe, Asia‑Pacific and other regions.
• Automated bidding disruption — Algorithms that chase target ROAS will react to the lower “standard” numbers, potentially lowering bids even when true performance has not changed.

How the New Attribution Model Works

1. Identify the last meaningful view — Amazon scans a shopper’s journey and flags the most recent ad exposure that appears to influence the purchase decision. Example: a buyer watches a Sponsored Brands video, later sees a Sponsored Display ad, and then clicks a product page; only the Sponsored Display view receives credit.
2. Apply a shortened attribution window — Once the last view is identified, Amazon checks whether the purchase occurred within the new, tighter time frame. Example: if the window is now 7 days, a sale that happens 10 days after the view will not be attributed.