Overview

Starting February 1 2026, Amazon will replace its long‑standing view‑based attribution with a shopping‑signal‑enhanced last‑touch model for Sponsored Brands, Sponsored Display (vCPM) and Amazon DSP campaigns. The shift changes how ad impressions are credited, which can alter reported ROAS, conversion counts and sales figures even if actual performance remains unchanged. Sellers who depend on view‑based metrics must adjust their reporting and optimization routines to avoid misreading the new data.

Key Points

• Signal‑driven credit — Impressions that occur while shoppers are actively browsing categories or comparing products will receive attribution weight, whereas passive views will be down‑weighted.
• Tighter attribution window — The period between a qualifying view and a purchase is shortened to reflect Amazon shoppers’ rapid decision‑making after a genuine discovery moment.
• Default reporting switch — All console and API reports will now show conversion, sales and ROAS numbers calculated with the shopping‑signal methodology unless users explicitly select the legacy view.
• Legacy view still available — The traditional 14‑day “all‑views” attribution can be accessed through separate metrics in the report builder or via specific API fields.
• Click‑based attribution unchanged — Campaigns that rely on clicks continue to use the existing click‑through attribution model without modification.
• Global rollout, no setup required — The new metrics become active across every Amazon advertising market automatically; advertisers do not need to toggle any settings.

How the Shopping‑Signal Model Works

1. Identify discovery moments — Amazon’s engine scans a shopper’s session for behavioral cues such as landing on a category page, opening a product comparison grid, or using the “Add to List” feature. For example, a user scrolling through the “Kitchen Appliances” category and seeing a Sponsored Brand banner will trigger a discovery signal, giving that view higher attribution value.
2. Apply a compressed conversion window — Once a discovery signal is logged, Amazon looks forward only a limited number of hours (typically under 24 hours) for a purchase that matches the advertised product. If the same shopper buys the item three days later, the view will not be credited, whereas a purchase made two hours after the signal will be attributed.