When you run Amazon ads, sales aren't always instant. Customers often click an ad but purchase days later. Amazon's attribution windows track these delayed conversions and credit them back to the original ad click.
Important: Amazon always attributes the sale to the day of the ad click, not the day of purchase.
Attribution Windows
Ad Sales same day — Purchases made within 24 hours of clicking your ad. These reflect customers who were already close to buying and needed little convincing.
Ad Sales 7 Days — Purchases made within 7 days. This captures shoppers who compared options or read reviews before returning to buy.
Ad Sales 14 Days — Purchases made within 14 days. Useful for higher-priced or research-heavy products with longer decision cycles.
Ad Sales Same-SKU — Purchases of the exact product you advertised, Unlike the windows above, this excludes any other items a shopper may have bought from your store through the same click — so it's a more precise measure of how well that specific product drove the sale.
Same-SKU vs. Total Ad Sales
By default, Amazon may attribute a sale to your ad even if the customer bought a different product from your brand. Same-SKU Sales filters this out — it only counts purchases of the exact item you advertised.
A shopper clicks your black water bottle ad but buys the blue version. It appears in total ad sales, but not in Same-SKU sales.
Quick Reference
Metric | What It Measures |
1-Day Sales | Immediate conversions |
7-Day Sales | Typical buying behavior |
14-Day Sales | Longer purchase journeys |
Same-SKU Sales | Sales of the advertised product specifically |
Reviewing these together gives you a clearer picture of how and when your ads drive purchases.