Amazon Ads has enhanced its Omnichannel Metrics (OCM) solution by introducing retailer-level offline sales reporting for Amazon DSP campaigns. This latest update gives advertisers greater visibility into where customers complete their purchases after being exposed to Amazon DSP ads, helping brands make smarter marketing and retail partnership decisions.
Previously, Omnichannel Metrics could identify that an offline purchase occurred but couldn't specify which retailer generated the sale. With this enhancement, advertisers can now see offline sales and unit performance broken down by individual retailers, providing much deeper insights into campaign effectiveness.
The new retailer-level reporting enables advertisers to:
Currently, this feature is available for Amazon DSP Self-Service and Managed Service advertisers in the United States.
Amazon combines data from the Amazon Shopper Panel with additional third-party data sources to identify where shoppers purchase products after seeing Amazon DSP advertisements.
Instead of relying on traditional last-click attribution, Amazon uses exposure-based attribution, which measures whether consumers who viewed an advertisement later completed a purchase—even if they never clicked on the ad.
This approach provides a more realistic picture of how display, video, and audio advertising influence buying behavior across multiple retail channels.
For brands selling through multiple retail partners, knowing where sales occur is just as important as knowing that sales occurred.
With retailer-level reporting, advertisers can:
Instead of treating all offline purchases as a single category, brands can now identify which retailers are driving the strongest return on advertising spend.
This release is part of Amazon's ongoing investment in measurement and attribution.
Recent improvements include:
The latest retailer-level insights represent another step toward giving advertisers a complete picture of customer journeys across online and offline channels.
While the update delivers significant value, there are a few limitations:
As adoption grows, advertisers will gain a clearer understanding of how detailed these retailer-specific insights become across different industries and retail partners.
Retail media continues to evolve, and accurate measurement remains one of the industry's biggest challenges. Amazon's retailer-level Omnichannel Metrics reporting helps close an important attribution gap by showing not only that offline sales occurred, but exactly which retailers benefited from Amazon DSP campaigns.
For brands investing in omnichannel advertising, this added transparency can improve campaign optimization, retail collaboration, and long-term marketing strategy.
At Adorbix, we believe advanced measurement and actionable insights are the foundation of successful digital advertising. As platforms like Amazon DSP continue to improve attribution capabilities, businesses that leverage these insights will be better positioned to maximize ROI and build stronger omnichannel marketing strategies.
Source : "Amazon DSP now shows which retailers convert its ad exposure"
