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This article applies to selling in: United States

Sales

Sales are a way to track how well your brand is gaining traction with shoppers on Amazon.

When shoppers click one of your ads, and later purchase one of the products advertised, we attribute the sale to your ad campaign. The time period for measuring purchases after a click is called an attribution window. The standard attribution window for Sponsored Products is 7 days while the attribution window for Sponsored Brands is 14 days. If a shopper returns to your product and purchases it within the attribution window, that sale will be included in your sales data.

Sponsored Products

For Sponsored Products, sales consist of the product sales generated by ad clicks in a week.You can view an attribution window of 1-30 days by downloading a Campaign Performance report.

Total sales includes sales of the advertised products as well as sales of the other products in your inventory. For example, if a click on your ad for a blue shirt generates a sale for one of your red shirts, this is included in total sales.

Sponsored Brands

For Sponsored Brands, total sales consist of the product sales generated by ad clicks in two weeks. This total includes sales of the advertised products as well as sales of other products within the same brand that resulted from clicks on your ads, regardless of whether they were or sold by you or by others.

Unlike Sponsored Products campaigns, Sponsored Brands will be shown to shoppers regardless of who is winning the Buy Box, gaining you more impressions with shoppers on Amazon to promote your brand.

For example, if you own an athletic equipment brand, your Sponsored Brands ad for your new running shoe collection could also include sales for your brand’s socks and workout clothing. This allows you to see how your ad spend is having an impact beyond just the advertised product and increasing awareness of your brand.

Note: Sponsored Brands total sales might include returns. Orders canceled within 3 days of purchase will be removed.

Stores

For Stores, sales consist of the product sales generated by Store visitors within 14 days of their last visit to your Store.

There are two types of attributed sales and units we use in our calculations:

  • Direct sales or units: Total sales or units purchased of products available on a Store page, where the Store page was viewed by the purchasing customer.
  • Halo sales or units: Total sales or units purchased of products available on Amazon from your brand, where the product purchased was not available on the Store page viewed by the purchasing customer.

In addition, we attribute sales to Stores traffic source and pages as follows:

  • Sources: We attribute the sale to the last source of the customer visit prior to their purchase.
  • Pages: We attribute all direct sales to the page viewed, which contained the purchased product. We attribute halo sales to the last page viewed in the customer visit prior to their purchase

For attributed orders, if an attributed order contained multiple products that appear on separate pages, the order will be attributed only to the last page viewed and the traffic source of that page view.

Note: we display sales data in Stores insights based on the date of the visit, not the date the order was placed.

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