Attribution Window

The attribution window is how long after an ad click Amazon still credits a purchase to that ad. Sponsored Products uses 7-day attribution (also reported at 1/14/30 days); Sponsored Brands uses 14-day.

The practical consequence: recent data always looks worse than it is. A click from yesterday has had one day to convert; its eventual orders may not appear for several more days. Yesterday's "0 orders, 40 clicks" can quietly become "4 orders" by next week as attribution lands — and Amazon restates historical rows accordingly.

Any tool (or human) making bid decisions off the last 48 hours of data is reacting to noise. Sound optimization waits for attribution to mature or weights mature windows more heavily — exactly why AdsMachine blends 30- and 90-day windows for bid calls.