Amazon Advertising: Which products are actually selling?

Articles

Amazon Advertising: Which products are actually selling?

Akshay Kumar

19 Jun 2021

It is no hidden fact that Amazon advertising and its sales attribution model is complex. Sales attribution refers to Amazon attributing the sale of a product to one of your campaigns. Amazon uses different periods to attribute a sale to a product, depending on the type of ad and the platform you are using.

For example, Sponsored Product sales that we see on Seller Central are attributed over a 7-day period, while those on Amazon Advertising Console are attributed over a 14-day period. This simply means, the Seller Central sales are sales which happen within 7-days of the ad click, while the number on Amazon Advertising Console is calculated based on sales that happen within 14-days of the ad click. If the customer clicks on multiple ads within that duration, Amazon attributes it to the ad that was last clicked.

While these default attributions are good for most cases, advertisers can leverage our platform to look into 1-day, 7-day, 14-day or 30-day attributions.

There is more to it, though.

Say you’re a seller, advertising a red hat. You also have other products in your inventory, which include different variations of the hat, or different accessories altogether. If a customer clicks on the ad for the red hat, but ends up buying some other product from your inventory or brand, Amazon will still attribute the sale of that product to the advertised ASIN (that is the red hat in this case).

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Product-wise orders break-up

When optimizing campaigns, or investigating increasing ACoS, most advertisers start looking into the usual suspects — bid adjustments, targeting adjustments, negative targeting etc. However, there is another very important dimension that advertisers must look into but is not easily available.

There could potentially be products, other than the one that has been targeted, that are generating a significant amount of sales. This is mostly true with variations. If that high-performing product has listing issues or is out of stock, your primary campaign will see a decline in performance.

With Adbrew, not only can you see how many sales are attributed to the same ASIN that is being advertised, you can also see a break-up of which other ASINs are generating orders attributed to a particular advertised ASIN.

This is a powerful feature that enables advertisers to diagnose campaign performance issues which would otherwise be impossible to track and provides a never-seen-before visibility into which other products of yours are contributing to your ad performance.