What's Amazon Ads' Default Attribution Window in 2026?

Amazon's default click-attribution window depends on both the ad format and the account type: Sponsored Products campaigns run from a Seller Central (3P) account default to a 7-day window, while the same format run from a Vendor Central (1P) account defaults to 14 days. Sponsored Brands and Sponsored Display default to 14 days regardless of account type.

The Window Varies by Format and Account Type

• Sponsored Products, Seller Central (3P): 7 days — a sale is credited to an ad click only if it happens within 7 days of that click.
• Sponsored Products, Vendor Central (1P): 14 days.
• Sponsored Brands: 14 days, for both Seller and Vendor accounts.
• Sponsored Display: 14 days, for both Seller and Vendor accounts.
• Amazon DSP: also uses last-touch attribution as its default model, consistent with the rest of Amazon's ad stack.

Last-Click Is the Default Model, Not Just the Window

Beyond the time window, Amazon's default attribution model across Sponsored Products, Sponsored Brands, Sponsored Display, and DSP is last-touch: the ad interaction closest in time to the sale gets full credit, with no partial credit given to earlier touchpoints in the same shopper's path. That matters more for sellers running Sponsored Brands and Sponsored Display alongside Sponsored Products, since a shopper who clicks a Sponsored Display ad and later clicks a Sponsored Products ad before buying will have the sale attributed entirely to whichever click happened last, inside whichever format's window applies.

Why the Seller vs. Vendor Split Exists

The shorter 7-day window on Seller Central Sponsored Products reflects the faster purchase cycle typical of marketplace sellers' catalogs, while Vendor Central's 14-day window aligns Sponsored Products with the same window already used for Sponsored Brands and Sponsored Display, giving 1P vendors one consistent number to plan around instead of three different ones.

What This Means for Reporting

If you manage a Seller Central account, don't compare your Sponsored Products ACOS or ROAS directly against a Vendor Central account's numbers, or against your own Sponsored Brands numbers — the 7-day window will structurally understate longer-consideration purchases relative to the 14-day formats, even with identical underlying shopper behavior.

Products with Longer Consideration Cycles Are Most Affected

Categories where shoppers routinely research across multiple sessions before buying — furniture, electronics, appliances — are the ones most likely to lose attributed sales to a 7-day Sponsored Products window on a Seller Central account. A shopper who clicks an ad on day one and returns to buy on day nine will show up as an organic or direct sale in Amazon's reporting, not as an ad-driven one, even though the ad click started the purchase path.

Bottom Line

Check which account type and ad format you're running before reading too much into a single attribution number: Seller Central Sponsored Products gives you 7 days of credit, everything else on Amazon's ad stack defaults to 14, and all of it runs on last-click, not multi-touch, attribution.

Sources: Intentwise, "Explained: How does Amazon attribute ad sales?"; Feedvisor, "Amazon Ad Attribution: Windows, Halo Sales & ROAS Traps"; SellerStack, "Amazon Attribution and Attribution Windows, Explained."