When an Amazon customer clicks on your Sponsored Products, Sponsored Brands, or Sponsored Display ad, what sales are attributed to those clicks?
Vendor Central, Seller Central, Amazon sponsored products, Amazon sponsored Brands and Amazon sponsored Display have different sales attribution rules.
Sponsored Products
Seller Central
The customer clicks on the ad and buys ANY product from this seller’s storefront within 7 days of clicking the ad. That is considered a sale for that click.
Vendor Central
When the customer clicks on the ad and buys a product from THIS BRAND that is SOLD BY AMAZON (1P only, and not by any 3rd party seller) within 14 days of clicking the ad. That is considered a sale for that click.
Sponsored Brands
Whne customer clicks on the ad and buys a product from THIS BRAND, even from a different seller or sold by Amazon (1P); within 14 days of clicking the ad. That is considered a sale for that click.
Sponsored Display
Works like Sponsored Brands. (But will also attribute sales if the customer only viewed the ad if using the vCPM model)
Where this makes a huge difference.
If you sell a brand that you are not the owner of, e.g. you are either licensing a particular brand or selling bundles of a particular brand, be aware that when using SB, SD, and SP within Vendor Central, you’ll have other products of the brand that you are not selling attributed as a sale and giving you a wrong impression of Amazon ACoS if you don’t understand this correctly.
