What Is Amazon Attribution Time?
Amazon attribution time defines how long sales can be attributed to an ad click.
Answer
Amazon's attribution time refers to the period in which a purchase is credited back to a previous ad interaction (click). If a shopper clicks your Sponsored Products ad and completes a purchase later, Amazon attributes that sale to the original ad interaction within a set attribution window. For Sponsored Products, this lookback window is 7 days for sellers and 14 days for vendors. For Sponsored Brands and Sponsored Display, it is 14 days for both sellers and vendors.
Why Is the Attribution Window Important?
Purchasing behavior rarely follows the pattern of "click today, buy today." Shoppers compare products, switch devices or channels, and often decide to purchase after several days. The attribution window ensures these delayed purchases are still assigned to the original interaction. This way, you can accurately evaluate your campaign performance without focusing only on very short-term effects.
Aside from attribution time, there is a technical delay in reporting. According to Amazon, performance data is usually updated within about 12 hours. In the first 72 hours after an order, cancellations or failed payments are subtracted from the reported sales.
In our experience, most performance data is largely stable after 72 hours, although Amazon can theoretically update or reassign sales even later. For this reason, automations and rules in BidX generally wait at least 3 days after an adjustment before changing the same keyword again. This ensures your optimization is based on data that is already mostly complete and accurate.