Amazon Reporting Dedupes Conversions

The Measurement Detail Most Amazon Advertisers Miss

After working with many brands on Amazon Ads, one pattern stands out:
strong Amazon Ads programs are designed with a holistic view, not isolated campaigns.

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What “Deduped Conversions” Actually Means

Conversions are NOT counted in each campaign.

When a shopper is exposed to multiple ad types:

• DSP
• Sponsored Brands
• Sponsored Products

Amazon assigns a single conversion, rather than double- or triple-counting the same purchase across campaigns.

This is different from simply “last-touch attribution.”
Deduplication collapses reporting credit, not advertising influence, allowing marketers to evaluate multiple touchpoints without double-counting the same purchase.

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Why This Changes How Performance Should Be Evaluated

Because conversions are not duplicated:

• Lower-funnel campaigns often look disproportionately efficient
• Upper- and mid-funnel campaigns appear under-credited
• Campaign-level ROAS becomes a misleading optimization signal

This is where many teams go wrong.

They read reporting in isolation, instead of as a connected system.

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The Practical Implication for Amazon Ads Programs

DSP and Sponsored Ads drive incremental sales most effectively together, because they play different roles in the same path to purchase:

• Awareness activity expands reach
• Consideration activity creates qualified exposure
• Conversion activity brings shoppers back to the Product Detail Page and supports Sponsored Ads

Deduped reporting makes it possible to evaluate this full path, rather than optimizing each campaign as if it operates alone.

Amazon reporting enables system-level evaluation — but only if you stop reading performance campaign by campaign.

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Why Strong Programs Look Different

Teams that understand deduplication:

• Measure performance at the program level, not just per campaign
• Expect conversion credit to skew toward lower-funnel activity
• Avoid turning off upper-funnel efforts simply because they don’t “win” purchases.

This is why DSP and Sponsored Ads tend to work most powerfully together — not because of last-touch efficiency, but because of how Amazon measures outcomes.

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The Key Measurement Insight

If you take only one thing from this:

Amazon reporting dedupes conversions, which allows marketers to evaluate the full path to purchase — but only if they stop treating ROAS as a siloed truth.