Amazon Omnichannel Metrics 2026: Which Retailers Are Actually Getting the Sales From Your DSP Campaigns?

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Amazon DSP has always had an attribution challenge for omnichannel brands.

You run a streaming TV, display or video campaign through Amazon Ads.

A customer sees the ad.

Then they buy the product.

But not necessarily on Amazon.

They may purchase from:

Walmart.

A department store.

A specialty retailer.

A physical store.

Or another channel carrying your brand.

Historically, that created an uncomfortable measurement problem:

If Amazon Ads influenced the purchase but Amazon wasn't the retailer, where did the sale actually go?

Amazon's 2026 update to Omnichannel Metrics (OCM) gets much closer to answering that question.

As of July 2026, U.S. Amazon DSP advertisers using eligible OCM studies can see retailer-level units and sales, at both the study and campaign level, showing where purchases outside Amazon occurred among ad-exposed shoppers. Amazon says the retailer-level breakdown uses Amazon Shopper Panel data together with third-party signals and exposure-based attribution. Amazon Ads

Earlier in 2026, Amazon also added product-category-level breakouts, giving advertisers visibility into which categories receive beyond-Amazon sales. Amazon Ads

For brands selling through Amazon plus retail, DTC and other channels, this is a major measurement improvement.

At Adorbix, we'd frame the opportunity like this:

DSP EXPOSURE → AMAZON SALES + OFF-AMAZON SALES → RETAILER MIX → BUDGET DECISION → PROFIT

Because an Amazon DSP campaign can look mediocre when you measure Amazon sales alone—and completely different once the rest of the retail footprint becomes visible.

What Are Amazon Omnichannel Metrics?

Omnichannel Metrics is Amazon Ads' measurement solution for understanding how advertising influences sales both on Amazon and beyond Amazon.

Amazon says OCM can measure eligible campaigns across:

• streaming TV,
• online video,
• audio,
• Amazon DSP display,

and combine Amazon signals with partner data to provide visibility across online and offline shopping behavior. Amazon Ads

The goal is to move beyond:

Amazon ad → Amazon order

toward:

Amazon ad → total commerce impact

That distinction matters enormously for brands whose customers buy wherever inventory, price and convenience happen to be best.

What Changed With Retailer-Level Breakouts?

Until July 2026, advertisers could use OCM to understand broader omnichannel sales impact, but Amazon's new retailer-level reporting adds another layer of specificity.

Advertisers can now see:

which specific retailer received the purchase

along with:

retailer-level units and sales

at both campaign and study level. Amazon Ads

That means a marketer can move beyond:

“Our DSP campaign drove $800,000 beyond Amazon.”

and start asking:

“Which retailers received that $800,000?”

That is a much more actionable question.

Why Retailer-Level Measurement Changes DSP Strategy

Imagine your brand sells through:

Amazon,

Walmart,

specialty stores,

department stores,

and physical retail.

You run a $200,000 Amazon DSP campaign.

Amazon-attributed retail sales inside the Amazon store show:

$500,000.

The campaign appears to deliver:

2.5x Amazon ROAS.

But OCM discovers another:

$450,000 in off-Amazon sales

among exposed shoppers.

Suddenly the broader commercial picture becomes:

$950,000 measured omnichannel sales.

The media investment hasn't changed.

The understanding of its value has.

That can materially affect whether a brand:

• scales the campaign,
• pauses it,
• changes audiences,
• adjusts creative,
• reallocates budget.

A Real Amazon Case Study Shows How Big the Blind Spot Can Be

Amazon published an OCM case study involving Serta Simmons Bedding that illustrates the problem particularly well.

According to Amazon, Serta found that 62% of its display ad-driven sales occurred beyond Amazon, across retailers including Walmart, Sam's Club, Macy's and others.

When those beyond-Amazon sales were included, Amazon reports the campaign produced 2.2x higher Omnichannel Total ROAS than the picture visible from Amazon sales alone. Amazon Ads

That does not mean every brand will discover 62% of its impact outside Amazon.

It demonstrates why Amazon-only attribution can dramatically understate campaign value for heavily distributed brands.

Omnichannel Measurement Matters Most for Brands With Broad Distribution

OCM retailer breakouts become especially useful when the same products or brand are sold across many places.

For example:

Consumer electronics

A shopper may research on Amazon but purchase wherever pickup is fastest.

Furniture

A customer might see an Amazon DSP ad but purchase from a retailer with a showroom.

Fashion

Consumers frequently move between Amazon, brand websites and physical retail.

CPG and grocery

Products are often purchased wherever the shopper is already buying groceries.

Amazon currently lists OCM eligibility across categories including:

• CPG,
• grocery,
• consumer electronics,
• fashion,
• home goods and furniture,
• home improvement,
• toys and games. Amazon Ads

For Amazon-only private-label sellers, retailer-level OCM may be less strategically important.

For omnichannel brands, it can change the entire DSP scorecard.

Where Is the Retailer-Level Feature Available?

Amazon's current retailer-breakout launch is specific to:

United States advertisers

using eligible Amazon DSP Omnichannel Metrics measurement. Amazon Ads

Both:

Amazon DSP Self-Service

and:

Amazon DSP Managed Service

advertisers can use the feature when eligible. Amazon Ads

International advertisers should therefore avoid assuming retailer-level OCM reporting is already globally available simply because Amazon DSP itself operates internationally.

Amazon Also Added Category-Level Breakouts in 2026

The retailer update builds on another OCM enhancement launched earlier this year.

In April 2026, Amazon added product-category-level breakouts for U.S. advertisers.

Those reports surface beyond-Amazon units and sales across the most purchased product categories at campaign and study level. Amazon Ads

That creates two complementary questions.

Retailer reporting asks:

Where did the purchase happen?

Category reporting asks:

What did the shopper buy?

Together, these can reveal some surprisingly useful behavior.

Category Reporting Can Reveal Brand Halo

Imagine you advertise:

premium mattresses.

OCM may show that ad-exposed consumers also purchased:

pillows,

bedding,

bedroom furniture

elsewhere.

Or imagine a beauty brand promotes one skincare line but sees measured sales in another product category.

This is a form of brand halo.

Amazon has published another OCM case study in which an apparel advertiser found that 64% of attributed purchases occurred off Amazon, and Amazon reported that 33% of off-Amazon sales showed brand-halo effects beyond the promoted categories. Amazon Ads

This matters because advertisers often evaluate campaigns too narrowly.

The ad may be doing more than selling the exact ASIN or category featured in the creative.

How Does Amazon Know Where Shoppers Purchased?

Amazon says OCM combines:

Amazon first-party signals

with:

third-party measurement signals

to understand behavior on Amazon and beyond. Amazon Ads

For the retailer-level capability, Amazon specifically says it uses a combination of Amazon Shopper Panel signals and third-party data. Amazon Ads

The outputs are aggregated and anonymized rather than giving advertisers individual customer identities. Amazon Ads

This enables Amazon to estimate and report omnichannel purchasing behavior without turning OCM into an individual-level customer-tracking dashboard.

Exposure-Based Attribution Needs to Be Understood Correctly

The retailer-level breakout uses exposure-based attribution.

Amazon says this reflects where shoppers exposed to ads actually made purchases. Amazon Ads

That is useful.

But advertisers should not interpret every measured purchase as mathematically proving:

The Amazon ad caused this sale.

Exposure-based attribution identifies a relationship between ad exposure and measured shopping outcomes according to Amazon's methodology.

True causal incrementality is a more demanding question.

At Adorbix, we would use OCM as one important measurement layer alongside:

• lift testing,
• AMC analysis,
• marketing mix modeling,
• controlled experiments,

where the scale of the brand justifies those approaches.

Attribution and Incrementality Are Not the Same Thing

Suppose a loyal customer always buys your product from Retailer A.

They see an Amazon DSP ad.

Then they buy from Retailer A as usual.

The transaction may fall within an exposure-based measurement framework.

But would that purchase have happened anyway?

Possibly.

That is the incrementality question.

So the right interpretation is not:

OCM says this retailer sale exists, therefore advertising created 100% of its value.

The better interpretation is:

OCM reveals sales behavior that an Amazon-only measurement view would have missed.

Then additional analysis can determine how much of that impact is incremental.

That distinction keeps the strategy credible.

The New Reporting Changes the Meaning of Amazon DSP ROAS

Historically, some omnichannel advertisers have judged Amazon DSP using only:

Amazon-attributed Amazon-store revenue.

That can penalize upper-funnel media unfairly.

Consider a streaming TV campaign.

A customer sees the ad while watching content.

Three days later, they purchase the product in a physical store.

If your dashboard sees only Amazon orders:

the streaming ad may look inefficient.

If OCM captures broader retail impact:

the campaign may look very different.

This is why Adorbix would separate:

AMAZON ROAS

from:

OMNICHANNEL ROAS

for brands with meaningful retail distribution.

Retailer-Level Data Can Tell You Where Advertising Is Actually Working

Suppose OCM shows a surprising pattern.

Your Amazon DSP campaign generates:

strong Amazon sales

strong Retailer A sales

but:

almost no Retailer B sales.

That creates several strategic questions.

Is Retailer B:

• priced higher?
• frequently out of stock?
• poorly merchandised?
• weak in those geographies?
• missing the promoted SKU?
• serving a different customer?

The media may not be the problem.

The retailer experience may be.

This is where advertising measurement begins informing retail strategy.

The Report Can Influence Retailer Negotiations Too

For large brands, retailer-level advertising impact can become commercially valuable beyond media buying.

Imagine being able to show a retailer:

Amazon DSP-exposed shoppers generated meaningful sales through your stores.

That can strengthen discussions around:

• promotional coordination,
• inventory,
• retailer media,
• assortment,
• merchandising.

Amazon Ads investment is no longer simply supporting Amazon.com.

The brand can demonstrate that media may be contributing to a broader retail ecosystem.

For national brands, that is a powerful narrative.

Retailer Breakouts Can Improve Budget Allocation

Suppose you run two DSP campaigns.

Campaign A:

Amazon sales: $700,000
Beyond-Amazon sales: $100,000

Campaign B:

Amazon sales: $400,000
Beyond-Amazon sales: $600,000

An Amazon-only dashboard favors Campaign A.

An omnichannel brand may strongly prefer Campaign B once all retail impact is considered.

The correct budget decision depends on:

THE BUSINESS MODEL OF THE BRAND

If Amazon marketplace profitability is the sole objective:

Campaign A may win.

If total brand sales matter:

Campaign B could be more valuable.

Adorbix would define the objective before using OCM to make the decision.

Retailer-Level Reporting Can Reveal Geographic Problems Too

Retailers have different footprints.

A campaign may appear stronger with one retailer partly because that retailer has:

• more stores,
• better regional availability,
• stronger stock,
• better local pricing.

Combine retailer results with geographic campaign performance and brands can begin asking:

Is this an advertising difference—or a distribution difference?

That is far more useful than simply saying:

DSP underperformed in this region.

It turns media analytics into commercial diagnostics.

Inventory Still Matters Outside Amazon

There's another implication sellers and vendors shouldn't overlook.

Suppose Amazon DSP creates meaningful demand at an external retailer.

But that retailer runs out of stock.

Advertising keeps running.

Measured efficiency falls.

Amazon-side inventory may look perfectly healthy, yet omnichannel availability is broken.

For brands using OCM, inventory planning should therefore extend beyond FBA.

Track priority SKUs across:

AMAZON + RETAIL + DTC

when the business has access to those feeds.

A true omnichannel campaign deserves an omnichannel availability strategy.

Creative Performance May Differ by Retail Outcome

Amazon says OCM provides line-item-level reporting that can help advertisers understand how elements such as:

• audiences,
• placements,
• creatives

relate to outcomes. Amazon Ads

This creates interesting creative questions.

Perhaps one ad performs strongly for Amazon purchases.

Another produces more offline retailer sales.

Why?

One creative may communicate:

convenience.

Another may build:

brand preference.

Brands should avoid assuming there is one universally “best” creative.

The correct creative may depend on which customer behavior you're trying to influence.

Streaming TV Could Look Better Once Off-Amazon Sales Are Included

Upper-funnel formats frequently suffer most from narrow attribution.

Streaming TV is a perfect example.

A viewer sees a product on Prime Video.

They may never click anything.

Later they purchase the brand during a normal retail trip.

A marketplace-only attribution framework struggles with that path.

OCM is designed specifically to help measure these broader journeys across eligible streaming TV, video, audio and display campaigns. Amazon Ads

That can make upper-funnel investment easier to evaluate alongside lower-funnel advertising.

How to Create an OCM Study

Amazon's current process begins inside Amazon DSP.

Go to:

Campaign Manager → Studies

and choose:

Create study → Omnichannel sales. Amazon Ads

You then define the relevant brand/products and campaigns.

Amazon says submitted studies are generally reviewed within one business day. Amazon Ads

Results can be used while campaigns are still running, allowing advertisers to make adjustments before the media flight ends rather than waiting for a post-campaign report. Amazon Ads

That's strategically important.

Measurement becomes an optimization tool.

Not merely a retrospective.

Some Eligible Accounts Can Be Auto-Enrolled

Amazon's current help documentation also describes automatic OCM study enrollment for certain eligible U.S. self-service Amazon DSP accounts.

For qualifying campaigns, Amazon can automatically create or update Panel-powered studies, particularly for campaigns with flight periods beyond the specified eligibility requirements. Amazon Ads

Advertisers should check their Studies dashboard rather than assuming every OCM study must be created manually.

What Does OCM Cost?

Amazon currently says Panel-powered OCM is free on its main Omnichannel Metrics product page.

Studies powered by third-party measurement such as Circana may carry a usage fee. Amazon Ads

Because Amazon documentation can vary by study type and current program terms, advertisers should confirm the applicable fee shown in their own Amazon Ads workflow before launching a paid measurement study.

For Adorbix clients, we'd factor any study cost into the broader media-measurement budget rather than treating measurement as an afterthought.

The Adorbix Omnichannel Measurement Framework

At Adorbix, we would use OCM through five questions.

1. WHERE DID SALES HAPPEN?

Amazon?

Another retailer?

Offline?

2. WHAT DID THEY BUY?

Promoted category?

Another category?

3. WHAT MEDIA DROVE THE EXPOSURE?

Display?

Streaming TV?

Video?

Audio?

4. WAS THE IMPACT INCREMENTAL?

Compare OCM with other available measurement methods.

5. DID IT CREATE PROFIT?

Connect:

TOTAL MEASURED SALES → CHANNEL MARGIN → MEDIA COST → CONTRIBUTION

Because more omnichannel sales do not automatically mean more omnichannel profit.

How Adorbix Can Help Brands Use OCM

Amazon Omnichannel Metrics becomes most valuable when measurement changes what the brand does next.

Adorbix can connect OCM with:

Amazon DSP Strategy: Identify campaigns whose value is being understated by Amazon-only attribution.

Retailer Analysis: Determine which retail partners receive the largest measured impact.

Creative Optimization: Compare audiences, placements and creative against omnichannel outcomes.

Budget Allocation: Invest according to total commercial impact rather than one storefront.

Amazon Marketing Cloud: Add deeper journey and audience analysis where appropriate.

Incrementality Strategy: Distinguish attributed outcomes from truly incremental growth.

Profitability: Combine retailer-level sales with channel-specific margins.

The goal is not:

“Prove that Amazon DSP looks better.”

It's:

“Understand what Amazon DSP actually does to the entire business.”

A Simple Example of Why Channel Margin Matters

Suppose OCM reports:

$100,000 Amazon sales

plus:

$100,000 Retailer B sales.

Those are equal revenue numbers.

But perhaps:

Amazon contribution margin = 25%

Retailer B wholesale contribution = 12%

Your true economic impact becomes:

Amazon contribution: $25,000

Retailer contribution: $12,000

The campaign did not create two equally valuable revenue streams.

That's why Adorbix would add financial context after OCM reveals the retail behavior.

Measurement finds the sale.

Business analysis determines what the sale was worth.

OCM Retailer-Level Readiness Checklist

Before relying heavily on retailer-level OCM reporting, confirm:

• Brand sells through multiple retail channels
• Eligible U.S. Amazon DSP campaigns exist
• OCM category eligibility is confirmed
• Study or auto-enrollment status is checked
• Baseline Amazon-only ROAS is documented
• Retailer-level margins are understood where available
• Inventory availability across major retailers is monitored
• Campaign objective is clearly defined
• Audience and creative structure supports line-item analysis
• Incrementality methodology is understood
• Team knows attribution is not identical to causation

The more distributed the brand, the more valuable this discipline becomes.

Frequently Asked Questions

What is Amazon Omnichannel Metrics?

Omnichannel Metrics is Amazon Ads' measurement solution for understanding how eligible advertising campaigns influence sales both on Amazon and beyond Amazon, across online and offline retail environments. Amazon Ads

What changed in 2026?

Amazon added product-category-level breakouts in April 2026 and retailer-level sales and units in July 2026 for eligible U.S. advertisers. Amazon Ads

Can OCM show which retailers received sales?

Yes. Amazon says the retailer-level update lets advertisers see which specific retailers receive purchases from shoppers exposed to eligible Amazon DSP campaigns. Amazon Ads

Does it measure only Amazon.com sales?

No. The purpose of OCM is specifically to measure eligible sales impact on Amazon and beyond Amazon, including online and offline channels. Amazon Ads

Which ad formats can OCM measure?

Amazon currently lists eligible measurement across streaming TV, video, audio and Amazon DSP display campaigns. Amazon Ads

Who can use the retailer-level breakout?

Amazon says the feature is available in the U.S. to eligible Amazon DSP Self-Service and Managed Service advertisers. Amazon Ads

What industries are eligible for OCM?

Amazon currently lists CPG, grocery, consumer electronics, fashion, home goods and furniture, home improvement, and toys and games among supported advertiser categories. Amazon Ads

Does OCM prove that advertising caused every sale?

No. Retailer breakouts use exposure-based attribution. They provide valuable measured relationships between ad exposure and purchasing behavior, but advertisers should distinguish attribution from strict causal incrementality.

Has Amazon published examples of large off-Amazon impact?

Yes. In Amazon's Serta Simmons Bedding case study, Amazon reports that 62% of measured display-driven sales occurred beyond Amazon, including sales at Walmart, Sam's Club, Macy's and other retailers. Amazon Ads

Can Adorbix help brands use OCM?

Yes. Adorbix can combine OCM retailer-level reporting with Amazon DSP, AMC, creative analysis, retail economics and incrementality measurement so brands understand where advertising creates commercial value—not just where Amazon assigns attribution.

Key Takeaways

Amazon Omnichannel Metrics now gives U.S. advertisers something that Amazon-only reporting cannot:

VISIBILITY INTO WHERE DSP-EXPOSED SHOPPERS BUY OUTSIDE AMAZON.

Retailer-level reporting surfaces:

units

and:

sales

by retailer at both the campaign and study level. Amazon Ads

Category-level breakouts add another dimension by showing what categories those shoppers purchase. Amazon Ads

OCM works across eligible:

STREAMING TV

VIDEO

AUDIO

DISPLAY

campaigns. Amazon Ads

This is especially important for brands whose Amazon advertising influences customers who ultimately purchase through another retailer.

But advertisers should keep two distinctions clear:

attributed sales ≠ automatically incremental sales

and:

retailer revenue ≠ retailer profit.

OCM tells you more about where commerce occurs.

The brand still needs to decide what that commerce is worth.

Final Takeaway: Stop Judging Omnichannel DSP With an Amazon-Only Scorecard

If your products are sold only on Amazon, marketplace ROAS may tell most of the story.

But if your products are sold across:

Amazon,

retailers,

physical stores,

DTC,

then Amazon-only attribution can leave a significant part of the story invisible.

That is what OCM is trying to solve.

The most useful question is no longer:

“How much did Amazon DSP sell on Amazon?”

It becomes:

“How much commerce did Amazon DSP influence across our entire retail footprint—and where did that commerce happen?”

At Adorbix, we would then go one step further.

Take:

AMAZON SALES + RETAILER SALES + CATEGORY HALO

and connect them to:

MEDIA COST + CHANNEL MARGIN + INCREMENTALITY

Because seeing where customers ultimately purchase is powerful.

Knowing which of those purchases created profitable incremental growth is where the real advertising advantage begins.

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