Amazon Ads · Status at source date: Newsletter archive
Amazon Ads adds multi-touch attribution to Sponsored Products
Amazon has introduced a multi-touch attribution toggle in the Sponsored Products reporting console, flagged by Liran Hirschkorn and also covered by Ivan Marynych. In beta for US advertisers, it sits alongside the existing last-touch model and shares sales credit across multiple ads that influenced a purchase, rather than handing all the credit to the last ad clicked or seen.
What changed
Last-touch remains the default, so the multi-touch view is opt-in for now.
The change is a quiet admission that last-touch told only part of the story, and it gives advertisers a fuller picture of how upper- and mid-funnel placements contribute to conversions.
Why it matters for advertisers
For you, this means Amazon advertisers can see how credit spreads across the ads that influenced a sale, not just the final touch. Worth switching on the multi-touch view to compare against last-touch before reallocating budget, since the two models can value campaigns very differently.
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Original newsletter text and archive evidence
Amazon Ads adds multi-touch attribution to Sponsored Products
Amazon has introduced a multi-touch attribution toggle in the Sponsored Products reporting console, flagged by Liran Hirschkorn and also covered by Ivan Marynych. In beta for US advertisers, it sits alongside the existing last-touch model and shares sales credit across multiple ads that influenced a purchase, rather than handing all the credit to the last ad clicked or seen. Last-touch remains the default, so the multi-touch view is opt-in for now.
The change is a quiet admission that last-touch told only part of the story, and it gives advertisers a fuller picture of how upper- and mid-funnel placements contribute to conversions.
For you, this means Amazon advertisers can see how credit spreads across the ads that influenced a sale, not just the final touch. Worth switching on the multi-touch view to compare against last-touch before reallocating budget, since the two models can value campaigns very differently.
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