Post written by:

Isaac

Amazon sales attribution model how does it work? It’s not as simple as you think

When an Amazon customer clicks on your Sponsored Products, Sponsored Brands, or Sponsored Di

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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.

Note: Even the product they bought is a different brand than the product advertised.

 

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.

Note: Sponsored Products for Vendor Central works very differently from Seller Central.

 

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.

Note: Only sales from the advertised product’s brand will be attributed as a sale, even if they bought the product from a different seller. Any other product from the seller that is not the same brand as the advertised product will not be attributed as a sale.

 

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 Acos if you don’t understand this correctly.

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IG PPC is an agency that manages the PPC for 7-9 figure Amazon brands.

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