Overview

Amazon’s attribution windows set the period during which a shopper’s click or impression can be linked to a later purchase, and the length of that period varies by ad format. For Sponsored Products the window can stretch up to seven days for clicks, while Sponsored Brands allow up to fourteen days; display campaigns managed through Amazon DSP enjoy a full thirty‑day click window. Sellers who ignore these timeframes risk making optimization decisions on incomplete data, which can erode ad efficiency and profitability.

Key Points

• Click‑attribution span for Sponsored Products — A purchase made within seven days after a shopper clicks a Sponsored Product ad is counted toward that click, giving sellers a week‑long window to capture conversion credit.
• Click‑attribution span for Sponsored Brands — Sponsored Brands extend the click credit period to fourteen days, so any sale occurring within two weeks of the click is attributed to the brand‑level ad.
• View‑attribution limitation — Both Sponsored Products and Sponsored Brands only assign a sale to an ad view if the purchase happens on the day following the impression, making view‑based credit a one‑day metric.
• Amazon DSP click window — Display ads served through Amazon DSP use a thirty‑day click window, allowing advertisers to track longer‑term influence from banner and video placements.
• Same‑day reporting caveat — While Seller Central shows same‑day performance numbers, those figures remain provisional until the relevant attribution window closes, meaning early data can under‑represent true sales.
• Premature optimization risk — Adjusting bids, budgets, or keywords before a window finishes may lead to decisions based on partial conversion data, potentially harming campaign momentum and ROI.

How Attribution Windows Work

1. Click capture initiates — When a buyer clicks a Sponsored Product ad on March 3, Amazon opens a seven‑day click window, so any order of that SKU placed between March 3 and March 9 will be linked to the click.
2. — If a shopper merely sees a Sponsored Brands banner on March 3 without clicking, a one‑day view window starts, and only a purchase completed on March 4 can be credited to that impression.