Amazon thinks its ads sell more than it’s been taking credit for. By its own estimates, around a fifth of a brand’s value on Amazon arrives after the attribution window, typically seven to 30 days, has closed. It reached that figure by studying more than 2 million campaigns that ran on its ad products in June. Now it’s using the findings to help make the case for counting a full year. Proving value over that stretch is fast becoming table stakes, and Amazon, like Google, needs it more than most. Better upper-funnel measurement and AI-driven shopping are pulling money out of search, while TikTok, Instagram, YouTube and creators claim credit…
This is a curated summary. The full story was reported by Digiday.
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