Ads Attr. Sales
The euros of Amazon revenue your ads get the credit for.
What it means
Ads Attr. Sales is the value of Amazon orders credited to a click on one of your ads, inside Amazon's attribution window. It's credited revenue, not proven extra revenue: some of those shoppers would have bought anyway. ACOSACOSThe share of ad revenue eaten by the ads themselves.Under 20% is healthy and ROAS are both built on this figure.
Show the math
Formula and a worked example
Revenue credited to ads is the value of orders Amazon links to an ad click within its attribution window.
Worked example. In March you spend €2,000 on Amazon ads. Amazon credits €10,000 of sales to those clicks, so ACOS is 2,000 ÷ 10,000 = 20%. Your total Amazon sales that month are €50,000, which means the ads are credited with a fifth of the business and the other €40,000 arrived without them.
Amazon books the sale against the day of the click, not the day of the order. A click on the 30th that converts on the 3rd still lands in March, so the last few days of any period keep filling in for a week or two after it closes. Judge a month once it's settled.
It answers the question
Of everything you sold on Amazon, how much did the ads get the credit for? A big share means the campaigns carry real volume; a small one means your listings sell on their own.
Why it matters
Read alone it flatters you, because you can buy a bigger figure any day of the week by raising bids. Read next to Ad Spend it becomes efficiency, and next to your total Amazon sales it becomes dependence. The movement that matters is Ads Attr. Sales rising faster than the spend behind it.
Treat it as a claim rather than a receipt. It's the assistant who greeted the customer at the door and then claimed the sale — sometimes fair, sometimes the shopper already knew what they came for. Either way, it's what the ad account bills against.
What good looks like
There's no universal figure here — the right one depends on how big your catalogue is and how much you spend. Judge it two ways: against your own trend, where credited revenue should grow faster than Ad Spend, and against your own category, where a competitive niche needs a bigger ad share to hold the same rank. A number that only grows when the budget grows isn't progress.
How to improve it
| Lever | What you do | Expect | How long | Watch out for |
|---|---|---|---|---|
| Fast Bid up the terms that already convert | Raise bids on the search terms with a proven order rate over the last 30 days | Credited revenue up within days | 3–7 days | CPC rises across the whole ad group, so ACOS climbs with it — you're buying volume with margin. |
| Fast Stop campaigns running out of budget | Lift daily caps where campaigns go dark before the evening | More credited revenue at roughly the same efficiency | 2–5 days | Spend rises the same day, and the hours you buy back are usually the cheapest and worst-converting of the day. |
| Slow Fix the listing behind the click | Better main image, clearer title and A+ content on your top ad-driven SKUs | The same Clicks turn into more credited revenue | 4–8 weeks | Photography and copy cost money that never shows up in Ad Spend, and a rewritten title can unsettle organic rank for weeks. |
| Slow Open new terms and placements | Add broad-match discovery and Sponsored Brands alongside your exact-match core | Revenue arrives from terms you weren't bidding on | 1 quarter | Discovery burns spend for weeks before terms qualify, and it often cannibalises exact-match orders you were already winning cheaply. |
Every lever costs something somewhere. The last column is the one to read twice.
Read it with
Ads Attr. Sales says what the ads earned. The number beside it says what that was worth.
Scaling cleanly
You're earning more per euro of spend and more in total. Rank, relevance and the listing are all pulling their weight. Push while it lasts.
Bought the growth
Revenue is up because spend is up faster. Fine for a launch or Q4, expensive as a permanent setting.
Trimmed the waste
You cut spend faster than credited revenue fell, so efficiency improved by shrinking. Real, but velocity feeds rank — watch what happens next.
Paying more for less
Rarely a campaign problem. A lost Buy Box, a stockout or a new competing offer starves the same spend of orders.
One is the slice the ads touched, the other is the whole business. €10,000 credited against a 6% TACOS means most sales arrive on their own, so you can afford expensive campaigns; the same €10,000 against a 25% TACOS means the ads are the business. Neither figure says that by itself.
Divide one by the other and you get the average value of an ad-driven order. When credited revenue falls while orders hold steady, nothing is wrong with the campaigns — your ads have drifted onto cheaper SKUs, and that shows up in margin long before it shows up in ACOS.
Common misreads
It's revenue Amazon credited. A shopper who searched your brand name, clicked the ad sitting above your own listing and bought counts here in full — and would have bought anyway. Credited and incremental are different numbers.
Recent days are always understated while the attribution window fills in, and a lost Buy Box or a stockout cuts credited revenue with the campaigns untouched. Check stock and Ad Spend before you rebuild a campaign.
You can double it tomorrow by doubling bids. On its own it measures appetite, not skill. It only becomes a result when you read it against what it cost.
Also called
Attributed sales · ad sales · advertising revenue
See yoursYour credited ad revenue for the last 30 days, on Ads Analytics, next to Ad Spend and ACOS.
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