We are writing to inform you of important adjustments to Amazon View Attribution Updates. These adjustments will take effect on January 1, 2026, and will directly impact the performance statistics (such as Purchases, Sales, ROAS, ACOS, etc.) of relevant ads. Please pay close attention to this notice.
Starting January 1, 2026, Amazon will change the view-based attribution window from 14 days to 1 day, covering the following ad types in detail:
- Sponsored Brands, Sponsored Display campaigns billed on a viewable impression (vCPM) basis, including branded keyword campaigns
- Amazon DSP campaigns that serve ads in the Store
Click-based attribution is not changing, and this update applies only to traffic from Jan 1, 2026 onward. There is no historical backfill.
This adjustment will be implemented automatically. After the adjustment, as the attribution window for view-based ads is shortened from 14 days to 1 day, the scope of conversion data meeting the attribution criteria will be narrowed accordingly. Therefore, fluctuations will occur in metrics (such as Purchases, Sales, ROAS, ACOS, etc.) for these ads.
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