Sales are a way to track how well your brand is gaining traction with shoppers on Amazon.
When a shopper clicks one of your ads, we track their activity after the click is registered in case the shopper comes back to purchase a product they clicked on previously. 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.
For Sponsored Products, sales consist of the product sales generated by ad clicks in a week. You can view an attribution windows 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.
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.