Amazon display-impression notice sets 1 January 2027 counting change

What changed

The notice shared by Saul Jacobs says Amazon will stop counting these impressions when an ad begins downloading to a shopper’s device. Instead, it will count an impression once the ad appears on the shopper’s screen. The change is dated 1 January 2027 and covers Display, Video & Audio (DVA) display placements on the Amazon Store, including home, product-detail, search-results and order pages.

Its projected average reduction of about 63% applies to reported impressions on those placements. Amazon’s notice says individual campaigns will differ, with placements farther down a page expected to see a larger decrease. This is not a forecast that advertisers will reach 63% fewer shoppers. It is a break in how a reported metric is counted.

That distinction matters for comparisons across the change. As an illustrative calculation, if spend stayed the same while the impression denominator fell, calculated CPM would rise even without a higher total bill. The notice does not establish unchanged spend, pricing or billing, so that example should not be treated as Amazon’s commercial commitment. Nor does appearing on screen by itself establish a particular independently certified viewability standard.

The screenshot also describes improved ROAS and CPA in Amazon testing without supplying a methodology or a campaign-level guarantee. Those results should remain Amazon’s claim, separate from the expected measurement discontinuity. Jacobs’s commentary about the commercial implications is analysis rather than an additional confirmed policy.

For affected reporting, retain a pre-change export and annotate the January boundary in dashboards. Ask the account team which placements and billing arrangements are affected before resetting CPM benchmarks or making budget decisions. Compare outcomes such as orders and spend alongside impressions instead of interpreting a sudden impression decline in isolation.

This is a reported advertiser notice supported by the original shared screenshot. Its sender, recipient and distribution scope have not been independently established, and a matching public Amazon policy page has not been verified. The exact original LinkedIn publication date remains unresolved.