Attribution window (lookback window)

Amazon documents 7 days for Sponsored Products on seller accounts and 14 days for vendor and author accounts — clicks only in both cases — and a 14-day standard for Sponsored Brands, Sponsored Display, Streaming TV and DSP. Views are a separate gate: every DSP and Streaming TV campaign attributes to views, but Sponsored Brands and Sponsored Display do so only when billed on vCPM. Since January 1, 2026 those view-attributed conversions on vCPM SB/SD and on DSP campaigns serving in the Store run on a shorter window Amazon has not quantified; the old 14-day count survives beside it as separately labelled 'all views' metrics. DSP can also use advertiser-selected flexible windows, whose permitted range Amazon does not publish — so 14 days is a default, not a law.

The mechanic that trips people up: sponsored-ads conversions are stamped on the date of the ad interaction, not the purchase, so the newest rows are structurally the emptiest — yesterday's ACOS is a lower bound printed in the same font as a matured number. Data restates at 1, 7 and 28 days after the conversion event, and it moves down as well as up, since payment failures and orders cancelled within 72 hours are clawed back. So run a fixed maturity lag: judge seller SP on data at least 7 days old, everything else 14, and never compare a fresh week against a matured one. And ACOS is not one unit — a seller's 7-day number and a vendor's 14-day number are different quantities.