@comchatx/cx-sponsored-ads-playbook 0.0.0-stage → 0.1.1

package/research/areas/ads-organic-and-total.md

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+# Ads against organic and total sales
+
+Read 2026-11-09 by the research seat. Tags: [official] Amazon's own words (Amazon Ads help, API docs and their markdown sources, release notes, Amazon Ads product pages, the Amazon Selling Partner Blog, SP-API models on `amzn/selling-partner-api-models`, Amazon staff replies in Seller Forums); [opinion] a named practitioner, agency or paid tool, with who says it; [research] published research (journals, working papers, arXiv), with what was measured and on what data; [vendor doc] a data vendor's own API documentation (Keepa); [allegation] a party's claim in a court filing, not a finding of fact (§F6); [seat] the research seat's own reasoning, allowed here, never a position.
+
+Figures marked **(human readers only)** are dated snapshots: a skill does not carry them as rules but reads the current value from the page or the API at run time.
+
+## What this covers
+
+**The part of a seller's ad work.** Every reading that sets what ads did against what the whole account did: ad-attributed sales beside total ordered sales; TACoS and its relatives; the halo the ads earn on other SKUs and other products of the brand; new-to-brand shoppers; what share of a query's search-page funnel the brand holds paid and organic together (Brand Analytics Search Query Performance, SQP); whether ad sales move organic rank; whether an ad sale is a sale the seller would have had anyway (cannibalisation) or one the ad caused (incrementality); and the tools Amazon offers for that question in 2026 (Amazon Marketing Cloud, multi-touch attribution, Brand Lift, long-term sales, Marketing Mix Modeling data, Amazon Attribution for off-Amazon traffic). It ends with what a total-account reading can and cannot conclude.
+
+**Why a senior Amazon advertising lead cares.** Attributed ROAS is the number in every console, and it is not the number that pays the bills. Three gaps open between them on every account:
+
+1. **Definitions.** Amazon's attributed sales are counted on the date of the ad click, over a 7- or 14-day window, without tax or cart discounts, and for sellers they include any product the seller sells, not only the advertised one; the Sales and Traffic report counts ordered product sales on the order date. A reading that divides one by the other without aligning them is wrong before any judgement starts.
+2. **Causation.** An attributed sale is a sale that followed an ad interaction under Amazon's last-touch rules. Field experiments on search ads (eBay, Bing, an unnamed marketplace) show attributed and incremental sales can differ by a large factor, and on brand terms the ad can be close to pure substitution for the organic listing. Other experiments (mobile app stores, Flipkart clothing) show paid exposure raising organic outcomes. The sign is not known in advance.
+3. **The organic channel's own drivers.** Price, deals, stock, the Featured Offer, reviews, seasonality and competitors move organic sales whatever the ads do. A falling TACoS can mean ads lifted organic sales, or that a competitor went out of stock.
+
+**Lane.** Metric and attribution definitions in general are `beyond/metrics-and-attribution.md`'s; this file uses them only where the ads-versus-total reading needs them. Report mechanics (lifecycle, retention, polling) are `method/reporting.md`'s. How to measure one ad change (before/after, holdouts, switchbacks as a method) is `method/change-measurement.md`'s; this file states what the evidence says about incrementality and what Amazon's tools offer, and cross-references that file for test design. Brand-term defence as a competitive matter is `beyond/brand-defense-and-competition.md`'s; this file covers the brand-term cannibalisation evidence. Unit economics (break-even ACoS, margin, TACoS targets as goals) are `beyond/goals-and-economics.md`'s. Why spend or sales moved, as a diagnosis, is `areas/diagnosis.md`'s.
+
+## Amazon's own rules and guidance
+
+RULE marks something Amazon enforces or a shape its API or report fixes (a definition, a field, a window, a limit, a date). GUIDANCE marks a recommendation or a marketing statement.
+
+### A. What an "attributed sale" is, per Amazon
+
+A1. RULE. Amazon's help page *Ad campaign attribution* defines the frame: "Attribution measures conversion events that occur after shoppers interact with ads." Conversions "are reflected on the date of the shopper's ad interaction, which may be different from the conversion date. Attribution metrics for a given report date remain incomplete until the lookback window has ended." "Sales is the total value of attributed purchases and is used to calculate return on ad spend (ROAS). Attributed sales may not always align with retail reports because they're calculated differently." [official] (Ad campaign attribution, https://advertising.amazon.com/help/GX7KDKHMWQYMJ385, read 2026-11-09; the page body is served inside the page's own HTML, decoded by the seat)
+
+A2. RULE. The same page's table by campaign type, verbatim in the load-bearing cells:
+
+| Campaign type, advertiser | Lookback | Eligible products | Interactions | Model |
+|---|---|---|---|---|
+| Sponsored Products, Seller | 7 days | "Products featured in the ads as well as any other products sold by the Seller Central merchant." | Clicks only | "Last click" |
+| Sponsored Products, Vendors and Authors | 14 days | "Products featured in ads as well as any other products from the same brands ("brand halo"). Only products sold by Amazon are attributed. Book products don't have a brand halo." | Clicks only | "'Last touch' attribution that prioritizes product relevance and clicks over views. Competes with other Amazon Ads products." |
+| Sponsored Brands and Display, all advertisers ("must be registered brand owners") | 14 days | "Products on the landing page as well as any other products from the same brands ("brand halo"). Attributed purchases may include sales by Amazon or third-party sellers, in New or Used condition." | "Clicks (CPC) or clicks and views (vCPM)" | as above |
+
+[official] (Ad campaign attribution, above). The windows and eligibility are figures a skill reads from the page; the 7/14-day split is **(human readers only)** as a number.
+
+A3. RULE. Why attributed sales differ from retail sales, in Amazon's list ("Differences between attribution and retail sales"):
+- "In campaign reports, sales are reported on the ad interaction date, which may differ from the actual sale date. Sales reported on a given date may have occurred at any time between that date and the end of the lookback window."
+- "Attributed sales don't reflect any discounts applied in the cart."
+- "Attributed sales don't include tax. Inclusive tax such as VAT is subtracted from sales totals."
+- "Depending on the campaign type, attributed sales may include items sold by you, Amazon, or another seller. They can also be items sold in Used condition at a different price."
+- "Depending on the campaign type, attributed sales may include products that weren't promoted in the campaign but that are from the same brands as products that were promoted."
+- "Payment failures and purchases that are cancelled within 72 hours of order creation will be deducted from attribution metrics. These deductions may take up to 7 days to process after the cancellation."
+- "Ads that feature a specific product may have conversions attributed to them for different products. In reports grouped by "Advertised ASIN," the ASIN is the product featured in the ad. Attributed sales for the ad may include other ASINs."
+
+[official] (Ad campaign attribution, above)
+
+A4. RULE. One sale, one credit: "Amazon will attribute a conversion to no more than 1 ad interaction across all campaigns and all advertisers. A sale won't, for example, be attributed to 2 campaigns in both a promoted and brand halo context, or as both a view-through and click-through conversion." The ranking Amazon uses to choose the ad is "Promoted ASIN ad clicks", then "Brand halo ad clicks", then "Promoted ASIN ad views", then "Brand halo ad views", where brand halo for this ranking means "Products within the same brand and subcategory as a promoted ASIN." "Sponsored Products for sellers is a merchant-based ad program that doesn't normally compete for attribution with brands. However, if the same advertiser wins attribution as both a merchant and a brand, attribution will choose the more relevant ad, ensuring the same conversion is attributed only once per advertiser." [official] (Ad campaign attribution, above)
+
+A5. RULE. Views: "View attribution is enabled for: All Display, Video, and Audio campaigns … All Streaming TV campaigns … Sponsored Brands and Display campaigns using vCPM billing." "Beginning January 1, 2026, view attribution for some placements will incorporate additional signals, such as shopping behavior patterns, when determining which ad views are eligible for attribution." [official] (Ad campaign attribution, above). The launch page for that change, dated January 01, 2026: "We are introducing a shopping-signal enhanced last-touch attribution model on January 1, 2026 … giving credit to ad views that reach shoppers during early discovery moments such as exploratory browsing or general category searches, and applies a shorter attribution window"; it changes conversion metrics for "Sponsored Brands, Sponsored Display campaigns billed on a viewable impression (vCPM) basis, including branded keyword campaigns" and "Amazon DSP campaigns that serve ads in the Store"; "Conversion reporting for all other campaign types and inventory types remains unchanged. Click-based attribution remains unchanged."; the earlier model stays available as "'all views' metrics (e.g., Purchases (all views))". [official] (View Attribution Updates for Amazon Store ads, https://advertising.amazon.com/resources/whats-new/view-attribution-updates-for-amazon-store-ads, read 2026-11-09). A total-account series that spans January 1, 2026 and includes Sponsored Brands or vCPM Sponsored Display conversions crosses a definitional step; Sponsored Products click attribution is not affected. [seat] The v1 overview: "Campaigns that do not measure view-through attribution (e.g., Sponsored Products or Sponsored Brands CPC) will continue to report 0 for conversions from views." [official] (Overview of the Reporting v1 API, https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/ads-v1/overview.md, read 2026-11-09)
+
+A6. RULE. Freshness and restatement, which a total-sales join inherits: "Initial impression and click data is available using the API within 12 hours." Clicks can change "up to three days after the initial click date due to the traffic validation process." "Restatements of conversion data occur 1, 7, and 28 days after the conversion event. Because conversions are reported on the date of the ad interaction, restatement includes all dates in your attribution window. For example, if your attribution window is 14 days, restatement can update attribution up to 42 days (14 plus 28) after the report date." [official] (Sponsored ads reporting FAQ (version 3), https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/v3/faq.md, read 2026-11-09). GUIDANCE: "We recommend waiting at least 5 days for the most accurate click data"; conversion data "is subject to change for up to 60 days back from the current date. We recommend re-retrieving reports monthly". [official] (Amazon Ads reporting overview, https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/overview.md, read 2026-11-09). All figures in A6 **(human readers only)**; detail is `method/reporting.md`'s.
+
+### B. Promoted, halo, other-SKU: the fields
+
+B1. RULE (v3, being retired). Sponsored Products columns split the advertised SKU from the rest:
+- `attributedSalesSameSku7d` / `purchasesSameSku7d` / `unitsSoldSameSku7d`: the purchased SKU "was the same as the `SKU` advertised".
+- `salesOtherSku7d`: "Total value of sales occurring within 7 days of an ad click where the purchased `SKU` was different from the `SKU` advertised." Listed for `spTargeting`, `spSearchTerm`, `spPurchasedProduct`, `spAdvertisedProduct` and the prompt and video ad-extension reports. Likewise `purchasesOtherSku{1,7,14,30}d` and `unitsSoldOtherSku{1,7,14,30}d`.
+- `spAdvertisedProduct` carries `advertisedAsin`, `advertisedSku`, `sales1d…30d`, `attributedSalesSameSku1d…30d`, `salesOtherSku7d`, `unitsSoldOtherSku7d`, `acosClicks7d`, `acosClicks14d`, `roasClicks7d`, `roasClicks14d`; maximum range 31 days, retention 95 days.
+
+[official] (Reporting columns (version 3), https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/v3/columns.md; Advertised product reports, https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/v3/report-types/advertised-product.md; both read 2026-11-09)
+
+B2. RULE (v3). The purchased product reports name the other product bought:
+- "Sponsored Products purchased product reports contain performance data for products that were purchased, but were not advertised as part of a campaign." `reportTypeId` `spPurchasedProduct`, `groupBy` `asin`, max range 31 days, retention 95 days; columns include `purchasedAsin` and `advertisedAsin`.
+- `sbPurchasedProduct`: "performance data for products that were purchased as a result of your campaign", `groupBy` `purchasedAsin`, max range 731 days, retention 731 days; its `attributionType` "Describes whether a purchase is attributed to a promoted product or brand-halo effect."; it carries `newToBrandPurchases14d` and `newToBrandSales14d`.
+- `sdPurchasedProduct` (`groupBy` `asin`, 31 / 65 days) carries `asinBrandHalo`, "a product that was purchased after an ad click but has a different `SKU`/`ASIN` than what was advertised", and `salesBrandHaloClicks`.
+
+[official] (Purchased product reports, https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/v3/report-types/purchased-product.md; Reporting columns (version 3); both read 2026-11-09). Ranges and retentions **(human readers only)**.
+
+B3. RULE. The deprecation that frames all of B1–B2: "Reporting API v3 will be deprecated on June 30, 2027." [official] (banner on Purchased product reports and on Reporting columns (version 3), above)
+
+B4. RULE (v1, the replacement). "All conversion metrics now include Promoted and Halo qualified versions, distinguishing conversions for explicitly promoted products from those for highly relevant ("Halo") products defined by the expansion rules of each campaign. Additionally, terms such as "Brand Halo" and "Other SKU" are now standardized as "Halo"." Base metrics "now include *all* conversions—both promoted and halo." To report promoted only, "use metrics with the Promoted qualifier (e.g., instead of `metric.purchases`, `metric.roas`, and `metric.newToBrandPurchases` use `metric.purchasesPromoted`, `metric.roasPromoted`, and `metric.newToBrandPurchasesPromoted`)." [official] (Overview of the Reporting v1 API, above)
+
+B5. RULE (v1 field names and definitions), all with program eligibility "Sponsored Products, Sponsored Brands, Sponsored Display, Sponsored TV, Amazon DSP, Full-Funnel" unless noted:
+- `metric.purchases`: "The number of purchases attributed to an ad interaction."
+- `metric.sales`: "The sales from purchases attributed to an ad interaction." Requires `budgetCurrency.value`.
+- `metric.purchasesPromoted` / `metric.salesPromoted` / `metric.unitsSoldPromoted`: "for products that were directly promoted in the campaign".
+- `metric.purchasesHalo` (and the `Halo` sales and units variants): "for highly relevant products that were not directly promoted in the campaign, attributed to an ad interaction."
+- `metric.purchasesFromClicks`, `metric.salesFromClicks`, `metric.purchasesFromClicksPromoted`, `metric.salesFromClicksPromoted`.
+- `metric.roas`: "ROAS = sales / total cost"; `metric.roasPromoted`: "ROAS (promoted) = sales (promoted) / total cost"; also `metric.roasReconciled`.
+- `metric.purchaseRateOverClicks`: "Purchase rate over clicks = purchases from clicks / clicks".
+- No ACOS field appears in the 148-field Purchases family (the seat searched the page for "acos": no match).
+
+[official] (Purchases (Amazon retail conversions), https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/ads-v1/metrics/amazon-retail-conversions/purchases.md, read 2026-11-09)
+
+B6. RULE (v1 windows). "Conversion metrics no longer include a look-back interval in their names." "Sponsored Products: Base metrics automatically align with campaign defaults—7-day look-back for sellers and 14-day look-back for vendors". "Other campaign types: The standard look-back is 14 days". "All conversion metrics are now reported on "traffic date," meaning conversions are reported on the date of the ad interaction rather than the date the conversion occurred." [official] (Overview of the Reporting v1 API, above)
+
+B7. RULE (v1 dimensions that carry the halo). 
+- `productRelevance.value`: "Indicates whether the product was directly promoted in the campaign or attributed based on relevance to promoted products (halo)."
+- `convertedProduct.id`: "The unique identifier of the product attributed to the ad." Requires `convertedProductMarketplace.value`. Its v3 name for sponsored ads is `purchasedAsin`. Siblings: `convertedProduct.parentProductId` (v3 `parentAsin`), `convertedProduct.brand`, `.category`, `.subcategory`, `.name`.
+- `advertisedProduct.id` ("The unique identifier of the product featured in the ad."), `advertisedProduct.parentProductId`, `advertisedProductSku.value` ("The SKU (stock keeping unit) assigned to the product featured in the ad.").
+
+[official] (Product relevance, Converted product, Advertised product, Advertised product SKU dimension pages, https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/ads-v1/dimensions/product/{product-relevance,converted-product,advertised-product,advertised-product-sku}.md, read 2026-11-09). Amazon's migration example for `spPurchasedProduct` maps `advertisedAsin` → `advertisedProduct.id`, `advertisedSku` → `advertisedProduct.sku` and `purchasedAsin` → `convertedProduct.id`. [official] (Migrating from: spPurchasedProduct, https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/ads-v1/report-types/sp-purchased-product.md, read 2026-11-09). The migration example writes `advertisedProduct.sku` while the dimension page names the field `advertisedProductSku.value`; the two Amazon pages differ, and the run-time answer is whichever the create call accepts. [official, the two differ]
+
+B8. RULE (Stream v2). The `ads-converted-product-v1` dataset: "Approximately 170 conversion metrics at the ASIN level, including both directly promoted and halo products. Key dimensions include `convertedProduct.id`, `convertedProductMarketplace.value`, and `productRelevance.value` (promoted or halo). Use this dataset to measure the influence of ads on specific products, including related products not featured in the ad. Delivery frequency is every 4 to 6 hours." Generally available with Reporting v1 in the entry "Amazon Marketing Stream v2 and the new Reporting API now generally available", dated September 30, 2026. [official] (All releases, https://d3a0d0y2hgofx6.cloudfront.net/en-us/release-notes/index.md, read 2026-11-09)
+
+B9. RULE (AMC halo codes). In AMC's `conversions_with_relevance`, `engagement_scope` takes `PROMOTED`, `BRAND_HALO` or `NULL`, and `halo_code` "The halo code between the campaign and conversion" takes `TRACKED_ASIN`, `VARIATIONAL_ASIN`, `BRAND_KEYWORD`, `CATEGORY_KEYWORD`, `BRAND_MARKETPLACE`, `BRAND_GL_PRODUCT`, `BRAND_CATEGORY`, `BRAND_SUBCATEGORY` and `NULL`. "the same conversion event will appear multiple times if a conversion is determined to be relevant to multiple campaigns, engagement scopes, or brand halo types." [official] (Conversions with relevance table, https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/amazon-marketing-cloud/datasources/conversions_with_relevance.md, read 2026-11-09). This is the most granular statement Amazon publishes of what "halo" expands to.
+
+### C. New-to-brand and long-term value
+
+C1. RULE. Definition: "New-to-brand purchases, units, and sales are a subset of attributed purchases. New-to-brand sales are purchases made by customers in the Amazon store who hadn't purchased from the brand in the previous 365 days." [official] (Ad campaign attribution, above). v1: `metric.newToBrandPurchases`, "The number of purchases by shoppers who had not purchased a product from the brand in the last 12 months."; `metric.newToBrandSales`; `metric.newToBrandUnitsSold`; `metric.percentOfPurchasesNewToBrand` ("purchases (new to brand) / purchases"); `metric.percentOfSalesNewToBrand`; `metric.costPerNewToBrandPurchase`; Promoted and Halo variants (`metric.newToBrandPurchasesPromoted`, …). The page lists Sponsored Products among the programs for the count metrics, but not for `metric.newToBrandRoas`. [official] (Purchases (new to brand), https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/ads-v1/metrics/amazon-retail-conversions/purchases-new-to-brand.md, read 2026-11-09)
+
+C2. RULE (v3). `newToBrandPurchases` ("first-time orders for brand products over a one-year lookback window resulting from an ad click or view. Not available for book vendors") and `newToBrandSales` are listed for `sbCampaigns`, `sbAdGroups`, `sbPlacement`, `sbTargeting`, `sdCampaigns`, `sdAdGroups`, `sdTargeting`, `sdAdvertisedProduct`, `stCampaigns`, `stTargeting`, `sbAds` and DSP, and for no `sp*` report type. [official] (Reporting columns (version 3), above). So in v3 new-to-brand is a Sponsored Brands/Display/TV metric; v1 lists Sponsored Products as eligible (C1). Amazon's help page on the metric says the opposite of the v1 eligibility list in plain words (C7). Whether a seller's SP rows carry non-zero values in v1 is read at run time (Open questions).
+
+C3. RULE. Long-term sales. v3: `longTermSales`, "The 12 month potential value of new-to-brand customer-brand engagements (DPV, Branded Search, ATC, Purchase) based on the average return on engagement of shoppers who completed these same actions 12 months ago with your brand, plus the 14d total sales of the campaign", for `sdCampaigns`, `sbCampaigns`, `stCampaigns`, `dspCampaign`. [official] (Reporting columns (version 3), above). Amazon's 2025 release note: LTS and LTS ROAS "are ad-attributed measures that estimate the incremental sales value your brand can expect to generate over the next 12 months, based on how effectively your advertising campaigns are able to move new-to-brand shoppers further down your purchase funnel." [official] (All releases, entry "Long term sales metrics are now available in campaign reporting", June 5, 2025). v1: `metric.longTermSales` and `metric.longTermSales30d/60d/90d/180d`, program eligibility "Sponsored Brands, Sponsored Display, Sponsored TV, Amazon DSP, Full-Funnel" (not Sponsored Products); "Attributed sales plus the estimated 365-day value of new-to-brand shopper engagements attributed to the campaign, based on the brand's historical shopping patterns." [official] (Long-term sales, https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/ads-v1/metrics/amazon-retail-conversions/long-term-sales.md, read 2026-11-09)
+
+C4. RULE. Validation of LTS against actuals (September 25, 2026): "LTS estimates now use machine learning models in place of the previous heuristic-based calculation"; cohort estimates `metric.cohortLongTermSales30d…` and actual cohort sales `metric.cohortAccumulatedSales30d`, `…60d`, `…90d`, `…180d`, `…365d`, by the new dimension `longTermSalesCohort.value` ("groups shoppers by the calendar month in which their new-to-brand conversion was attributed to the campaign, for example `2026M05`"). "Cohort metrics require the `campaign.id` and `longTermSalesCohort.value` dimensions and aren't summable across cohorts." Availability: "All advertisers in the United States, in the advertising console and the Reporting API v1." [official] (All releases, entry "Validate long-term sales estimates with accumulated sales reporting", September 25, 2026). An Amazon Ads measurement director, quoted in trade press on October 1, 2026: "What we actually find is that roughly 20% of the sales value for a brand shows up over time and isn't captured in that immediate attribution window because that's just a cutoff date for measurement" (Lily Tong); the article reports the figure came from "studying more than 2 million campaigns that ran on its ad products in June" and that the LTS metric, a US closed beta from October 2024, "went global in 2025". [official, Amazon staff quoted by Digiday; the study itself is not public] (Amazon wants to own the long game in ad measurement, Seb Joseph, Digiday, October 1, 2026, https://digiday.com/media-buying/amazon-wants-to-own-the-long-game-in-ad-measurement/, read 2026-11-09). The 20% is **(human readers only)**.
+
+C5. RULE. Branded searches. v1 `metric.brandedSearches`: "The number of times shoppers searched for a brand promoted in the campaign, attributed to an ad interaction." Programs: Sponsored Brands, Sponsored Display, Sponsored TV, Amazon DSP, Full-Funnel. Benchmarks `metric.brandedSearchRateP25/P50/P75` list Sponsored Products too. [official] (Branded searches, https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/ads-v1/metrics/amazon-retail-conversions/branded-searches.md, read 2026-11-09). New-to-brand branded searches and Brand Store page views (`metric.newToBrandBrandedSearches`, `metric.newToBrandBrandStorePageViews` and variants) arrived August 26, 2026. [official] (All releases, entry "New to brand and Adelaide metrics now available in Unified Reporting…", August 26, 2026)
+
+C6. RULE (AMC NTB change, November 2, 2026). "The Amazon Marketing Cloud (AMC) new-to-brand (NTB) purchase, unit and sales metric columns now include modeled conversions. Modeled conversions count purchases attributed to advertising that can't be linked directly to an individual ad interaction, for example because of signal loss or privacy regulations." "Starting November 2, 2026, advertisers with modeled conversions will see a small increase in NTB metric columns, and those with significant view-through activity may see a larger increase." [official] (All releases, entry dated November 2, 2026). A reading of AMC NTB across that date sees a definitional step, not a behavioural one. [seat]
+
+C7. RULE (help page, sponsored ads). Amazon's help page *Sponsored ads new-to-brand metrics*: "New-to-brand metrics are available for Sponsored Brands and Display." "New-to-brand data isn't available for Sponsored Products." "We review the last 12 months of a customer's purchase and browsing history to determine if a purchase or detail page view (DPV) is new to your brand." Start dates: Sponsored Brands data "available from November 1, 2018"; Display "from May 1, 2021"; "New-to-brand metrics are available for seller product targeting campaigns created after March 18, 2021; vendor product targeting campaigns created after September 1, 2020; and seller and vendor audience targeting campaigns created after November 17, 2020." Metrics listed include "Purchases (formerly known as new-to-brand orders)", "Branded searches (new to brand)" and "Brand Store page views (new to brand)". [official] (Sponsored ads new-to-brand metrics, https://advertising.amazon.com/help/G5EWB37XK4RS4J4T, read 2026-11-09; body served as JSON inside the page HTML, decoded by the seat). The v1 metric page lists Sponsored Products under "Program eligibility" for `metric.newToBrandPurchases` and fourteen sibling fields, and omits it for `metric.newToBrandRoas`, `metric.newToBrandRoasReconciled` and the return-per-thousand-impressions field (Purchases (new to brand), above, re-read 2026-11-09). Two Amazon pages differ: the help page excludes Sponsored Products in a sentence of its own; the v1 page's eligibility list includes it. v3 agrees with the help page (C2). The dates are **(human readers only)**.
+
+### D. The total-sales side: SP-API reads and their keys
+
+D1. RULE. `GET_SALES_AND_TRAFFIC_REPORT` has two sections: `salesAndTrafficByDate`, "aggregated by date (across the seller's entire catalog of items)", and `salesAndTrafficByAsin`, "aggregated by ASIN" over the range. `dateGranularity` takes `DAY`, `WEEK`, `MONTH` (default `DAY`); `asinGranularity` takes `PARENT`, `CHILD`, `SKU` (default `PARENT`). `childAsin` "is only present when ASIN aggregation is CHILD or SKU"; `sku` "only present when ASIN aggregation is SKU". Dates: "the time component is ignored. If the start date of the report is more than two years ago, the report will be cancelled." "This report type supports only one marketplaceId per report." [official] (sellerSalesAndTrafficReport.json, https://github.com/amzn/selling-partner-api-models/blob/main/schemas/reports/sellerSalesAndTrafficReport.json, read 2026-11-09)
+
+D2. RULE. Its sales fields: `orderedProductSales`, "The amount of ordered product sales, calculated by multiplying the price of products and the number of units sold for the selected time period"; `unitsOrdered`; `totalOrderItems`; `orderedProductSalesB2B` and other `…B2B` fields "only populated when the seller is a B2B seller"; by date also `unitsRefunded`, `shippedProductSales`, `unitsShipped`, `ordersShipped`. Traffic: `sessions` ("All activity within a 24-hour period is considered a session"), `pageViews`, `buyBoxPercentage`, `unitSessionPercentage` (by ASIN: "calculated by dividing unitsOrdered by sessions"). [official] (same schema)
+
+D3. RULE. Data Kiosk `analytics_salesAndTraffic_2024_04_24` offers `salesAndTrafficByDate`, `salesAndTrafficByAsin` and `salesAndTrafficTrends`; the trends query takes `asinAggregation` ("currently only CHILD supported") and `filters` where "Each filter represents a single marketplace and can include up to 30 child ASINs"; "The start date must be no more than two years ago"; week ranges snap to Sunday and Saturday. [official] (analytics_salesAndTraffic_2024_04_24.graphql, https://github.com/amzn/selling-partner-api-models/blob/main/schemas/data-kiosk/analytics_salesAndTraffic_2024_04_24.graphql, read 2026-11-09)
+
+D4. RULE. Sales API `getOrderMetrics` sets the day boundary explicitly: `granularityTimeZone` is "An IANA-compatible time zone for determining the day boundary. Required when specifying a granularity value greater than Hour", and "must align with the offset of the specified interval value". It filters by `asin` or `sku` (not both), `buyerType`, `fulfillmentNetwork`, `amazonProgram`; `totalSales` is "The total ordered product sales for all orders based on the specified filters"; `firstDayOfWeek` defaults to Monday. Hour granularity only within 30 days; others up to 2 years. [official] (sales.json, https://github.com/amzn/selling-partner-api-models/blob/main/models/sales-api-model/sales.json, read 2026-11-09)
+
+D5. RULE. Data Kiosk Economics carries ad spend beside sales per product: `ads: [AdSummary]`, "The advertising spend data for the product within the specified date range", `adTypeName` "for example: "Sponsored Products charge"", default aggregation "by MSKU and DAY"; `Sales.netProductSales` is "orderedProductSales - refundedProductSales"; week and month alignment is stated "in UTC+0 timezone". [official] (analytics_economics_2024_03_15.graphql, https://github.com/amzn/selling-partner-api-models/blob/main/schemas/data-kiosk/analytics_economics_2024_03_15.graphql, read 2026-11-09). This is the only Amazon surface read that puts ad charges and ordered sales for one product in one row, from the seller side; it is spend, not attributed sales. [seat]
+
+D6. RULE (time zones on the ads side). v1: "By default, performance is measured and data is aggregated based on each campaign timezone, which can also be included in the report via the `timeZone.value` dimension field." "Future releases will include support for UTC time zone normalization". Retention for `date.value`: 24 months, max range 120 days. [official] (Dates and historical data retention, https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/ads-v1/dates.md, read 2026-11-09). Profiles carry `timezone` (Amazon's example `"timezone": "America/Los_Angeles"`). [official] (Retrieve profiles, https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/get-started/retrieve-profiles.md, read 2026-11-09). v3's `advertiserTimezone`: "The time zone the advertiser uses for reporting and ad serving purposes." — a column the v3 page lists for the DSP report types `dspCampaign`, `dspInventory` and `dspAudience` only, not for any sponsored ads report. [official] (Reporting columns (version 3), above). AMC: "AMC queries are based on UTC time by default, but the advertising console provides reports based on advertiser time zone (for example, America/Los_Angeles)"; `CreateWorkflowExecution` takes `timeWindowTimeZone`. [official] (AMC data sources overview, https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/amazon-marketing-cloud/datasources/overview.md, read 2026-11-09)
+
+D7. No Amazon page read states the time zone of a `GET_SALES_AND_TRAFFIC_REPORT` day. The schema says only that "the time component is ignored". The prior research (cx-listing-playbook `method/report-lifecycle.md`) recorded an open GitHub issue on exactly this and a practitioner reading of "marketplace local time"; this seat did not re-open those pages and does not rely on them. `getOrderMetrics` with `granularityTimeZone` set to the ads profile's `timezone` is the Amazon-documented way to get a seller-side day on the ads side's boundary. [official for the two schema facts; seat for the pairing] Amazon's SP-API *Analytics Reports* page (page metadata `updatedAt: 2026-10-28`) describes `GET_SALES_AND_TRAFFIC_REPORT` and states no time zone for it either, while it states one for every vendor report (D10). [official] (Analytics Reports, https://developer-docs.amazon.com/sp-api/docs/report-type-values-analytics.md, read 2026-11-09)
+
+D8. RULE (vendors: the total-sales side is Retail Analytics, not Sales and Traffic). `GET_SALES_AND_TRAFFIC_REPORT` is listed under "Seller retail analytics reports" with "**Availability**: Sellers". Vendors have their own family under "Vendor retail analytics reports", each "**Availability**: Vendors" and "**Role**: Brand Analytics", each "This report can only be requested":
+- `GET_VENDOR_SALES_REPORT` "Contains key retail sales metrics such as ordered/shipped revenue and units. Data is reported at the aggregate level across a vendor's catalog of items and at the ASIN level across `DAY`, `WEEK`, `MONTH`, `QUARTER`, and `YEAR` reporting periods." "Requests must include the `reportPeriod`, `distributorView`, and `sellingProgram` properties." `distributorView` takes `MANUFACTURING` and `SOURCING`; `sellingProgram` takes `RETAIL`, `BUSINESS`, `FRESH`. Amazon's tip: "Average sale price = shipped revenue / shipped units". Data availability: weekly periods by "the end of the day Monday, 48 hours after the close of the period"; "non-Saturday daily reporting periods is 72 hours after the close of the period"; a request for a period not yet available returns `processingStatus` FATAL.
+- `GET_VENDOR_TRAFFIC_REPORT` "Contains key retail traffic metrics such as detail page views (for example, glance views)"; only `reportPeriod` as an option; one traffic field, `glanceViews`.
+- `GET_VENDOR_INVENTORY_REPORT` "Contains inventory and operational health metrics such as sellable on hand units and vendor confirmation rate"; `reportPeriod`, `distributorView` and `sellingProgram` (`RETAIL`, `FRESH`) all required; "Refreshed data is available 72 hours after the close of the period."
+- Also in the family: `GET_VENDOR_REAL_TIME_SALES_REPORT` (hourly; "Rapid retail analytics represents cancellations based on the time of the cancellation. To represent cancellations, ordered units may be negative for a given hour and ASIN combination"; lookback 30 days, maximum span 14 days), `GET_VENDOR_REAL_TIME_TRAFFIC_REPORT`, `GET_VENDOR_REAL_TIME_INVENTORY_REPORT`, `GET_VENDOR_NET_PURE_PRODUCT_MARGIN_REPORT`, `GET_VENDOR_FORECASTING_REPORT`.
+- The distributor views, verbatim: "`distributorView: MANUFACTURING` provides data for ASINs of items manufactured by you, regardless of who sourced the products to Amazon. `distributorView: SOURCING` provides data for ASINs of items sourced directly from your vendor group."
+- Lookback and span for the sales and traffic reports: lookback `DAY` 1,460 days, `WEEK` "7 weeks", `MONTH` 36 months, `QUARTER` 8 quarters, `YEAR` 3 years; maximum span per request `DAY` 15 days, `WEEK` 7 weeks, `MONTH` 15 months, `QUARTER` 4 quarters, `YEAR` 2 years. All **(human readers only)**.
+
+[official] (Analytics Reports, above)
+
+D9. RULE (vendor sales fields). The `vendorSalesReport` schema: `orderedRevenue` "Ordered product sales in the selected time frame. Adjustments are made for returns. This field is populated when distributorView is MANUFACTURING."; `orderedUnits` "Number of units ordered by Amazon customers. This field is populated when distributorView is MANUFACTURING"; `shippedRevenue` "Revenue based on units shipped in the selected time frame. Adjustments are made for returns."; `shippedCogs` "Revenue based on the cost of goods sold. Adjustments are made for returns."; `shippedUnits` "Number of units shipped to Amazon customers."; `customerReturns` "This field is populated when sellingProgram is RETAIL or BUSINESS." Two blocks: `salesAggregate` and `salesByAsin`. `dataStartTime` "the time component is ignored. For WEEK, MONTH, QUARTER, and YEAR reportPeriods, this value must correspond to the first day in the specified reportPeriod. For example, dataStartTime must be a Sunday for the WEEK reportPeriod." [official] (vendorSalesReport.json, https://github.com/amzn/selling-partner-api-models/blob/main/schemas/reports/vendorSalesReport.json, read 2026-11-09). The inventory schema's `procurableProductOutOfStockRate` is "calculated by out of stock glance views on a procurable ASIN divided by the total glance views", and `sellableOnHandInventoryUnits` is "The number of units in Amazon fulfillment centers that is in sellable condition on the last day of the selected time window." [official] (vendorInventoryReport.json, https://github.com/amzn/selling-partner-api-models/blob/main/schemas/reports/vendorInventoryReport.json, read 2026-11-09). The traffic schema's `glanceViews`: "The number of customer views of the product detail page." [official] (vendorTrafficReport.json, https://github.com/amzn/selling-partner-api-models/blob/main/schemas/reports/vendorTrafficReport.json, read 2026-11-09)
+
+So a vendor TACoS has three Amazon-defined denominators that measure different things: `orderedRevenue` (customer orders, only under `MANUFACTURING`), `shippedRevenue` (shipments to customers) and `shippedCogs` (what the vendor was paid per the cost of goods). A vendor's Sponsored Products attribution counts "Only products sold by Amazon" with a 14-day window and brand halo (§A2), so the ad side and `orderedRevenue` both count Amazon's retail sales of the brand; `shippedCogs` is on a different price basis from the attributed sales in the numerator. [seat, from the definitions above]
+
+D10. RULE (vendor time zone). Every vendor report section carries the note: "The universal default time zone for the Amazon store data in the Vendor Retail Analytics reports is Pacific Standard Time (PST). The Amazon store data for the Vendor Retail Analytics reports follows PST irrespective of the vendor's location or the Amazon store's local time zone." [official] (Analytics Reports, above). A vendor's ads profile day (campaign time zone, §D6) and its Retail Analytics day (PST) can differ for non-US marketplaces; the ads profile's `timezone` says which. [seat]
+
+D11. RULE (AMC's vendor scope matches Retail Analytics MANUFACTURING). "For **Vendor Central** accounts, the scope of data in ARP will match with what is shown in the Vendor Central under **Reports > Retail Analytics > Sales > Distributor View = Manufacturing**." (the seller counterpart is the Business Reports "By ASIN Detail" match quoted in §G3) [official] (Amazon Retail Purchases in AMC, https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/amazon-marketing-cloud/datasources/amazon_retail_purchase_paid.md, re-read 2026-11-09)
+
+### E. Search Query Performance: paid and organic together
+
+E1. RULE. The SQP report schema: `asinImpressionCount`, "The total number of impressions that originate from the search results page for the current ASIN with the current query"; `totalQueryImpressionCount`; `asinImpressionShare`; `asinClickCount`, `asinClickShare`; `asinCartAddCount`; `asinPurchaseCount`, "For a search query, the number of purchases for the current ASIN"; `asinPurchaseShare`; `searchQueryVolume`; `searchQueryScore`; same-day, one-day and two-day shipping counts. `reportPeriod` takes `WEEK`, `MONTH`, `QUARTER`; `dataStartTime` "must correspond to the first day in the reportPeriod … or else a fatal error returns"; `asin` is "A space-separated list of ASINs … There is a 200-character limit"; one marketplace per report. The schema text does not say whether sponsored placements are counted. [official] (sellingPartnerSearchQueryPerformanceReport.json, https://github.com/amzn/selling-partner-api-models/blob/main/schemas/reports/sellingPartnerSearchQueryPerformanceReport.json, read 2026-11-09)
+
+E2. Amazon's SQP help page states the inclusion. The prior research read it on 2026-10-14 through the help hub's content call and quoted: the dashboard "includes organic and Sponsored Products originating from the search results page for all customers. It excludes traffic from widgets on the search page such as "Top Rated " or "New Arrivals."", and "Since dashboards may attribute and define customer actions in different ways, we do not recommend comparing the metric names of data across different dashboards." **This seat could not re-open it**: a plain GET returns the JavaScript shell, the content call is outside this seat's limits, and the archived copy (web.archive.org, snapshot 2026-07-03 listed by archive.org's availability API) did not answer from this seat. The claim stands as the prior file's, unverified here (Unreachable; Open questions). [official, not re-verified]
+
+E3. What can be verified here: a seller in the Seller Forums thread "Organic sales by keyword" wrote that SQP "will include both organic and ppc sales (once you start advertising)" [opinion]; in the same thread Amazon's community manager Danika_Amazon wrote "To my knowledge, we don't have a tool like this on Amazon" and then "I'm confirming that we don't have the exact tool you're requesting" (the seller had asked for "organic sales by keyword"). [official] (Organic sales by keyword, https://sellercentral.amazon.com/seller-forums/discussions/t/78abcfc0-d4c4-4cbd-ad58-fdb89afeadab, read 2026-11-09; dates shown only as "4 years ago" and "3 years ago")
+
+E4. GUIDANCE. Amazon's blog on Brand Analytics: SQP "lists the top queries that led customers to your products" with "impressions, clicks, cart adds, and other sales metrics for specific queries" and "a breakdown of your brand's share of performance compared to overall query performance in the Amazon store"; "Data in Brand Analytics usually goes back three years and is generally available within three days, with quarter-end data typically available within one week" (stated in the Demographics section, as a general Brand Analytics line); "Amazon Brand Analytics is available to brands enrolled in Amazon Brand Registry." The post does not say whether SQP counts sponsored traffic. [official] (Amazon Brand Analytics: Get data to grow your business, Daisy Quaker, dated Oct 20, 2026 on the page, https://sell.amazon.com/blog/brand-analytics, read 2026-11-09). The prior research read the same URL dated Oct 8, 2025; the date shown has changed. **(human readers only)** for the three-day and three-year figures.
+
+E5. RULE (Search Catalog Performance: the per-ASIN search funnel, and the one Amazon schema read that says sponsored results are counted). `GET_BRAND_ANALYTICS_SEARCH_CATALOG_PERFORMANCE_REPORT` "Provides search engagement metrics such as impressions, clicks, cart adds, and purchases for a specified date range", `reportPeriod` `WEEK`, `MONTH`, `QUARTER`, "Requests cannot span multiple periods"; availability "Sellers who have the Brand Analytics Selling Partner API role and are registered in Amazon Brand Registry", in eighteen listed stores. [official] (Analytics Reports, above). Its schema: `impressionCount`, "Total number of impressions for the given ASIN, which originates from the search results page across all search queries. Amazon counts an impression every time the ASIN displays in the search results page. Impressions include sponsored search results."; `clickCount`, "The total number of clicks on the ASIN that originates from the search results page"; `clickRate` (clicks ÷ impressions); `cartAddCount`; `purchaseCount`, "The total number of purchases for an ASIN. This data originates from the search results page."; `conversionRate` (purchases ÷ clicks); `searchTrafficSales`; median prices at impression, click, cart add and purchase; same-day, one-day and two-day shipping counts. `asins` is optional: "If you do not provide ASINs, the report returns search catalog performance data for all ASINs for which you are a brand owner. There is a 200-character limit." One marketplace per report. [official] (sellingPartnerSearchCatalogPerformanceReport.json, https://github.com/amzn/selling-partner-api-models/blob/main/schemas/reports/sellingPartnerSearchCatalogPerformanceReport.json, read 2026-11-09). The SQP schema (E1) contains neither "sponsored" nor "organic" (the seat searched the JSON on 2026-11-09); the catalog report's "Impressions include sponsored search results" is the nearest Amazon schema statement on whether these search-funnel reports count paid placements. Neither report separates paid from organic.
+
+E6. RULE (Top Search Terms: click share by ASIN, no position). `GET_BRAND_ANALYTICS_SEARCH_TERMS_REPORT` "Contains data on the most-clicked ASINs by search keyword and department for an Amazon store", `reportPeriod` `DAY`, `WEEK`, `MONTH`, `QUARTER`; "This report is limited to approximately 12 million items … This limit may cause this report to differ from other reporting, such as Amazon Retail Analytics."; available to "Sellers and vendors who have the Brand Analytics Selling Partner API role, are registered in Amazon Brand Registry, and are a brand representative." [official] (Analytics Reports, above). Fields: `searchFrequencyRank` ("The relative ranking of the searchTerm within a departmentName based on frequency of searches"), `clickedAsin`, `clickShareRank` ("The relative ranking of the clickedAsin based on clickShare"), `clickShare` ("The fraction of clicks that the product received compared to the total clicks for the searchTerm within the departmentName for the specified reportPeriod"), `conversionShare` (with Amazon's worked example "if overall conversions for searchTerm=batteries was 98, and the conversions for clickedAsin were 13, conversionShare would be 13/98=0.1327"). [official] (sellingPartnerSearchTermsReport.json, https://github.com/amzn/selling-partner-api-models/blob/main/schemas/reports/sellingPartnerSearchTermsReport.json, read 2026-11-09). `clickShareRank` ranks ASINs by clicks, not by position on the page. [seat]
+
+E7. What Amazon exposes about rank, as found. No Amazon API or report read on 2026-11-09 returns a product's organic position for a search query. The rank-shaped reads that exist measure something else:
+- Best Sellers Rank, through Catalog Items: `ItemClassificationSalesRank` ("Sales rank of an Amazon catalog item", fields `classificationId`, `title`, `link`, `rank`) and `ItemDisplayGroupSalesRank` ("grouped by website display group"). [official] (catalogItems_2022-04-01.json, https://github.com/amzn/selling-partner-api-models/blob/main/models/catalog-items-api-model/catalogItems_2022-04-01.json, read 2026-11-09). A sales rank within a category, not a search position (§Published research, rank and quantity).
+- Paid impression share and rank per search term, through Reporting v1: `metric.impressionShareRank`, "The numeric rank of your account-wide impression share compared to all other advertisers"; `metric.impressionShare`, "The percentage share of all your impressions compared to all other advertisers"; `metric.topOfSearchImpressionShare`; programs Sponsored Products, Sponsored Brands, Full-Funnel; required fields `adProduct.value`, `advertiserAccount.id`, `searchTerm.value`; incompatible with campaign, ad group and advertised-product dimensions; v3 sponsored-ads name "Search Term Impression Rank". [official] (Search (Impression share), https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/ads-v1/metrics/impression-share/search.md, read 2026-11-09). Amazon's older page *Advertising console vs. API reports* (banner: "Sponsored Ads v2 reporting API will be deprecated on June 30, 2027") lists "Sponsored Products and Sponsored Brands Search Term Impression Share" among "console report types [that] are not available using the Amazon Ads API" [official] (https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/v2/advertising-console.md, read 2026-11-09); the v1 page above is where the metric now has an API field. These rank advertisers by ad impressions, not listings by position.
+- The search-funnel shares: SQP `asinImpressionShare`/`asinClickShare`/`asinPurchaseShare` (E1), Search Catalog Performance counts (E5), Top Search Terms `clickShare` (E6). They measure outcome shares that position drives, weekly or coarser, paid and organic together.
+
+Every organic-position series a seller has comes from a third party that loads Amazon's search pages (§What practitioners add, Rank trackers). [official for each read's definition; the absence is as searched]
+
+### F. Does advertising move organic rank? Amazon's words, all of them found
+
+F1. GUIDANCE (Amazon's selling-partner blog). Under the heading "5. Sponsored Products and advertising": "Cost-per-click ads like Sponsored Products and other forms of ecommerce marketing can help offers rise through search results, stand apart from the competition, and capture the attention of customers." The same post: "You can also tweak photos and adjust price points to organically move up in search results and generate more sales"; "Listing quality and your account health can contribute to search rankings"; "Adjusting your list price to stay competitive can improve your product ranking and increase sales"; "Keyword stuffing can create a poor customer experience and hurt your rankings." Its FAQ lists "Amazon Ads" among "resources that can aid your SEO efforts". [official] (Amazon SEO: 7 ways to improve your product's search rankings, Daisy Quaker, Sep 3, 2025, https://sell.amazon.com/blog/amazon-seo, read 2026-11-09). The ads sentence does not say whether "rise through search results" means the paid placement itself or the organic rank. It is a marketing blog, not a help page or a ranking disclosure. [seat]
+
+F2. GUIDANCE. "Sponsored Products helps you promote your products, increase sales, and improve product visibility on Amazon and select premium apps and websites." "On the Amazon store, your ads may be displayed at the top of, alongside, or within shopping results and on product pages." [official] (Sponsored Products, https://advertising.amazon.com/solutions/products/sponsored-products, read 2026-11-09). Nothing on the page addresses organic rank.
+
+F3. Amazon Science on ranking: "In the past, Amazon's product search engine consisted of several handtuned ranking functions using a handful of input features. A lot has changed since then. In this talk we are going to cover a number of relevance algorithms used in Amazon Search today. We will describe a general machine learning framework used for ranking within categories, blending separate rankings in …" — no input features named. [official] (Amazon Search: The joy of ranking products, Daria Sorokina and Erick Cantú-Paz, 2016, https://www.amazon.science/publications/amazon-search-the-joy-of-ranking-products, read 2026-11-09). Amazon's matching paper trains "a deep learning model for semantic matching using customer behavior data", with a loss that separates "random negative examples, impressed but not purchased examples, and positive examples (purchased items)". [research, Amazon authors] (Nigam et al., "Semantic Product Search", KDD 2019, arXiv 1907.00937, read 2026-11-09). Neither says whether a purchase that followed an ad click is treated like any other purchase in ranking or matching training data. [seat]
+
+F4. Seller Forums staff replies on this question. In the threads opened here, Amazon staff did not answer it: "Does sponsored brand ad help with sale rank?" has eight replies, none from staff (https://sellercentral.amazon.com/seller-forums/discussions/t/c8f083feab30f40876938f5a24bfb577, read 2026-11-09); in "Organic Traffic Acquisition" (amazon.ca), Danny_Amazon pointed to a Seller University course on external traffic and said nothing about ads and rank (https://sellercentral.amazon.ca/seller-forums/discussions/t/d8d86b64-97f0-472d-864c-68cada7a8fbb, read 2026-11-09). [official]
+
+F5. **Summary of Amazon's position as read.** No Amazon help page, API page, policy or staff reply read on 2026-11-09 states that ad-attributed sales are, or are not, an input to organic search ranking. Amazon's own words go as far as "can help offers rise through search results" (F1) and "improve product visibility" (F2). The prior research's Sales Rank FAQ quote ("Sales rank is calculated based on all-time sales of an ASIN/Product where recent sales are weighted more than older sales") is on a help-hub page this seat could not open (Unreachable), so it is not relied on here; best-seller rank is in any case not the search results order. [official for what is quoted; seat for the absence]
+
+F6. ALLEGATION (not a ruling, not Amazon's public word). The antitrust complaint *Federal Trade Commission et al. v. Amazon.com, Inc.*, No. 2:23-cv-01495-JHC (W.D. Wash.), in its public redacted version filed November 2, 2023 (Document 114), describes Amazon documents on ads in search results. Verbatim: Amazon "now litters its storefront with pay-to-play advertisements. Amazon executives internally acknowledge this creates "harm to consumers" by making it "almost impossible for high quality, helpful organic content to win over barely relevant sponsored content.""; "Amazon has increased not only the number of advertisements it shows, but also the number of irrelevant junk ads, internally called "defects.""; "Defects are advertisements which either are not relevant at all or only tangentially relevant to the users' query" (¶231); "in the course of one year, Amazon more than doubled the percentage of instances where a desktop query would return an advertisement at the top of the search results page and more than quintupled the percentage of advertisements shown there in response to mobile search queries" (¶230); senior executives gave "clear guidance" that "advertising should not be constrained by additional guardrails . . . like . . . search relevance" (¶233); "Amazon's business development team explained in an internal study that imposing higher advertising loads on shoppers not only drives up the price shoppers pay, but also "decreases purchase rates and increases search abandonment."" (¶237); Amazon's economic team wrote that the "introduction of advertising on Amazon is a challenge for the consumer business since we trade off profitability against lost transactional revenue" (¶238). [allegation, the plaintiffs' complaint quoting Amazon documents] (FTC v. Amazon, Document 114, public redacted version, served at https://assets.aboutamazon.com/c9/dd/a30f44df404082b589db38d147de/2023-11-02-23-dkt-114-redacted-public-complaint-ftc-v-amazon.pdf from Amazon's page *US v Amazon: Important legal documents*, https://www.aboutamazon.com/news/policy-news-views/amazon-ftc-important-legal-filings, both read 2026-11-09; the September 26, 2023 original, Document 1, was read as the New York Attorney General's copy, https://ag.ny.gov/sites/default/files/court-filings/ftc-v.-amazon-complaint.pdf, with those passages redacted). The complaint's quotations are selected by the plaintiffs and are allegations; Amazon contests the case, which publishes its own filings on the page above. Trade press reported on October 11, 2026 that Judge John Chun kept the trial on March 29, 2027, refusing Amazon's request to move it to June 2027 (PYMNTS, citing Law360 and MLex, https://pymnts.com/cpi-posts/amazon-loses-bid-to-delay-ftc-antitrust-trial-as-california-case-looms, read 2026-11-09) [opinion, trade press]. What the passages bear on: they describe Amazon weighing ad load and ad relevance against organic results and conversion inside Amazon, which is the platform-side half of the paid-against-organic question. They say nothing about whether ad-attributed sales enter organic ranking (F5 stands). [seat]
+
+### G. Amazon's incrementality and lift tools as of 2026-11-09
+
+G1. Multi-touch attribution (MTA). Amazon's launch page, "Announced at unBoxed 2024" and titled "(beta)", opens "US advertisers will soon be able to access multi-touch attribution metrics in sponsored ads and Amazon DSP reporting"; MTA "divides credit for Amazon purchase conversions across Amazon Ads touchpoints in proportion to their value"; its metrics appear in the console's 'All Campaigns' view, in sponsored ads downloadable reports ("Campaign, Targeting, Keyword, Placement, Search term, Advertised product, and Purchased product"), and "Multi-touch metrics can also be accessed in most report types for version 3 of the Amazon Ads API, as well as Amazon Marketing Stream conversion datasets for Amazon DSP, Sponsored Products, Sponsored Brands, and Sponsored Display"; "Where is it available? North America US". [official] (Uncover ad value across the funnel with multi-touch attribution, https://advertising.amazon.com/resources/whats-new/uncover-ad-value-across-funnel-with-multi-touch-attribution, read 2026-11-09; no date in the visible text; the page's metadata reads datePublished 2024-10-15, dateModified 2026-10-09). v1 carries `metric.multiTouchPurchases`, "This is measured using multi-touch attribution", and `metric.multiTouchSales`, `metric.multiTouchRoas`, `metric.multiTouchPurchasesFromClicksPromoted` and so on, each with "Program eligibility: N/A" and a required base metric. [official] (Purchases, v1 metric page, above). The release notes read contain no MTA general-availability entry (the seat searched for "multi-touch"). Amazon's MTA is an attribution system calibrated by experiments, not a per-advertiser incrementality readout: Amazon's authors describe "a database of hundreds of thousands of RCTs across our ad products" feeding "Causal Calibration Models that help us extend the RCT ad effects in the training data to other ad campaigns with similar features, even for campaigns that were not run as RCTs". [research, Amazon authors] (Lewis, Zettelmeyer, Gordon et al., "Amazon Ads Multi-Touch Attribution", arXiv 2508.08209, August 11, 2025, read 2026-11-09)
+
+G1a. Where the multi-touch fields are, settled on 2026-11-09 by re-reading the pages. The v1 Purchases page carries 56 distinct `metric.multiTouch*` fields (counted by the seat), from `metric.multiTouchPurchases` to `metric.multiTouchUnitsSoldPromoted`, and each entry read gives "Program eligibility: N/A", a required base metric (for `metric.multiTouchPurchases`, "Required fields: `metric.purchases`"), and "Version 3 Reporting Name (Sponsored Ads): N/A". The Reporting columns (version 3) page holds no multi-touch column (the seat searched it for "multi" and "touch": the only matches are unrelated descriptions). The launch page's sentence that "Multi-touch metrics can also be accessed in most report types for version 3 of the Amazon Ads API" is therefore not matched by any column on the v3 columns page; the API field names Amazon publishes are v1's. [official, the pages differ] (Purchases (Amazon retail conversions); Reporting columns (version 3); Uncover ad value across the funnel with multi-touch attribution; all re-read 2026-11-09). The owner of this question is `beyond/metrics-and-attribution.md`; this file aligns with it.
+
+G2. Brand Lift. GA June 30, 2024 for "Sponsored Display, Sponsored Brands, and Sponsored TV campaigns" (previously DSP only), US only, for brand owners, "to quantify the impact of upper- and mid-funnel campaigns"; the launch page names the API paths `POST /measurementStudies/brandLift`, `PUT /measurementStudies/brandLift/{studyId}`, `GET /measurementStudies/brandLift/{studyId}/result`. Sponsored Products is not listed. Three Amazon texts name different paths: the release note "French advertisers can now measure brand marketing impact using Amazon Brand Lift" (October 9, 2023) names `POST /dsp/measurement/studies/brandLift`, `PUT /measurement/studies/brandLift` and `GET /measurement/studies/brandLift/{studyId}/result`; the OpenAPI model the launch page's "technical documentation" link points to (contracts index title "Amazon DSP measurement", "Create and manage brand lift studies for Amazon DSP"; model `info.title` "Measurement", version "3.0", https://d1y2lf8k3vrkfu.cloudfront.net/openapi/en-us/dest/Measurement_prod_3p.json, read 2026-11-09) defines `POST /dsp/measurement/eligibility/brandLift` (`CheckDSPBrandLiftEligibility`), `GET`, `POST` and `PUT /dsp/measurement/studies/brandLift` (`GetDSPBrandLiftStudies`, `CreateDSPBrandLiftStudies`, `UpdateDSPBrandLiftStudies`) and `GET /measurement/studies/brandLift/{studyId}/result` (`GetDSPBrandLiftStudyResult`), each authorised by "DSP Rodeo Entity ID, DSP Advertiser Account ID". No `/measurementStudies/…` path appears in the model, and no OpenAPI model in the contracts index read names one. The model's paths are the ones a call is checked against; the launch page's paths for sponsored-ads studies have no model behind them on the pages read. [official, the texts differ] (owner of the paths: `method/change-measurement.md`; this file aligns) [official] (Measure brand marketing impact using Amazon Brand Lift, https://advertising.amazon.com/resources/whats-new/measure-brand-marketing-impact-using-amazon-brand-lift, read 2026-11-09). Amazon's Brand Lift product page states the method and the exclusion: "build the survey questions using pre-populated templates"; results show "absolute lift, which is the difference between the ad-exposed group's and control group's response rate to the qualifying responses for a given question"; "All ad campaigns run through Display, Video, and Audio campaigns and sponsored ads are eligible for Amazon Brand Lift, except for Sponsored Products."; "Amazon Brand Lift is free as long as campaigns meet spend and impression minimums"; controls "are available via the Amazon Ads API and to all Amazon Ads Agent advertisers in the United States, Canada, Germany, Spain, France, Mexico, Japan, and United Kingdom. They are also available to sponsored ads advertisers in the United States." [official] (Amazon Brand Lift, https://advertising.amazon.com/measurement-analytics/brand-lift, read 2026-11-09). So Brand Lift measures survey responses (awareness, perception), with an exposed-versus-control design, not sales. [seat on the last sentence]
+
+G3. AMC as the self-built route. 
+- Access: "If you have a sponsored ads account or a global advertising account, you can use AMC self-service access to automatically create an AMC instance for that account and start using AMC within minutes. Each account gets a single instance scoped to that one advertiser". The release note of September 16, 2025, "Amazon Marketing Cloud now available to all advertisers running sponsored ads campaigns": "Advertisers using Sponsored Products, Sponsored Display, Sponsored Brands, or Sponsored TV will now be able to instantly access AMC within minutes." (the entry does not say whether access costs anything). [official] (All releases, entry September 16, 2025; How AMC works, https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/amazon-marketing-cloud/how-amc-works.md; Instant self-service access to AMC, https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/amazon-marketing-cloud/get-started/instant-access-to-amc.md; both read 2026-11-09)
+- `conversions_all`: "Contains both ad-exposed and non-ad-exposed conversions for tracked `ASIN`s. Conversions are ad-exposed if a user was served a traffic event within the 28-day period prior to the conversion event." `exposure_type` is `ad-exposed` or `non-ad-exposed`; it has `new_to_brand`, `tracked_asin`, `total_product_sales`. It is a Paid feature for measurement queries ("Flexible Shopping Insights … part of Amazon Insights subscription"), and "Starting June 1, 2026, you can query this dataset at no cost through December 31, 2026 in every region where it is available." [official] (Conversions all table, https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/amazon-marketing-cloud/datasources/conversions_all_paid.md; Paid features overview, https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/amazon-marketing-cloud/datasources/paid_features_overview.md; both read 2026-11-09). The no-cost window is **(human readers only)**.
+- `amazon_retail_purchases` (ARP): "Entire purchase activity in Amazon store, regardless of advertising", "Sourced from retail data pipeline including restatements", up to 60 months; "For Seller Central accounts, the scope of data in ARP should match with what is shown in the Seller Central Reports > Business Reports > By ASIN Detail report"; it carries `user_id`, `asin`, `purchase_dt_utc`, `purchase_units_sold`, `unit_price`, `net_unit_price` and seller-funded promotion fields (price discount, point-of-sale, coupon; promotion history from September 24, 2024). Same June 1 – December 31, 2026 no-cost window. [official] (Amazon Retail Purchases in AMC, https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/amazon-marketing-cloud/datasources/amazon_retail_purchase_paid.md, read 2026-11-09)
+- `sponsored_ads_traffic`: "1 record per sponsored ads impression event and 1 record per click event", with `customer_search_term`, `placement_type` (examples "Top of Search on-Amazon", "Detail Page on-Amazon"), `ad_product_type`, `creative_asin`, `user_id`, `event_date` in advertiser time zone and `event_date_utc`. [official] (Sponsored ads traffic, https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/amazon-marketing-cloud/datasources/sponsored_ads_traffic.md, read 2026-11-09)
+- Privacy floors: columns classed Medium or High output only when "the row contains at least one hundred distinct users"; `user_id` is "Very high" and can never be output. [official] (Data aggregation thresholds in AMC, https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/amazon-marketing-cloud/aggregation-threshold.md, read 2026-11-09)
+- Retention: traffic and conversion tables "backfilled from June 2023, accumulating up to 5 years". [official] (AMC data retention, https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/amazon-marketing-cloud/datasources/data-retention.md, read 2026-11-09)
+
+An exposed-versus-unexposed comparison in AMC is observational: exposure is chosen by the ad auction and targeting, which select shoppers already likely to buy. [seat, resting on the research in §Published research, Gordon et al. 2019 and 2023]
+
+G4. Marketing Mix Modeling data. "MMM API is an asynchronous API that allows you to request reports containing aggregated Amazon sales and media performance signals needed for marketing mix modeling"; NA region only, data for 21 marketplaces (expanded July 14, 2026). `MEDIA_AND_SALES` reports "provide sales insights, covering `ASIN` sales, promotions, coupons, and Subscribe & Save transactions" (files such as `TotalSalesGeoOrders.tsv.zip`, "Sales by `ASIN` by geography by week"; `SSPANationalCampaignPerformanceMetrics.tsv.zip` for Sponsored Products, Product Display Ads, Sponsored Brands); "Amazon requires a one-week period to verify data accuracy … Requested data covers a maximum of the past three years." "MMM program managers set up brand groups as part of the MMM onboarding process." [official] (Marketing Mix Modeling overview, https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/marketing-mix-modeling/overview.md; MMM data feed, https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/marketing-mix-modeling/mmm-data-feed.md; All releases, entries May 1, 2026 and July 14, 2026; all read 2026-11-09). MMM supplies inputs; the model is the advertiser's. [seat]
+
+G5. Brand Metrics (open beta): "built at scale to measure all shopping engagements with your brand on Amazon, not just ad-attributed engagements", with Awareness and Consideration indices against peers and "Return on Engagement"; for professional sellers in Brand Registry and vendors in eleven listed markets. [official] (Brand Metrics API open beta overview, https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/brand-metrics/overview.md, read 2026-11-09)
+
+G6. What was not found. No Amazon page read offers a self-serve randomized holdout or conversion-lift study for Sponsored Products campaigns, and no Amazon metric named "incremental sales" or "iROAS" for Sponsored Products. Brand Lift excludes Sponsored Products in Amazon's own words (G2); LTS excludes Sponsored Products in v1 (C3); MTA is attribution (G1). [official for what each page lists; seat for the absence, searched 2026-11-09]
+
+G7. AMC instructional queries (IQs): what Amazon names in public, and where the library lives.
+- Where: "The Use Cases tab in the AMC console is home to the Use Case library, where you can explore through Amazon-authored SQL queries, also known as instructional queries (IQs), no-code Templates, and Solutions designed by our experts to help you leverage common measurement and analytics use cases. To learn more, visit Use Case library (link only available for AMC UI users)." [official] (Manage a workflow, https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/amazon-marketing-cloud/reporting/create-workflow.md, read 2026-11-09). The AMC sandbox page names the "Instructional query library (IQL) (link only available for AMC UI users)". [official] (Working with AMC sandbox, https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/amazon-marketing-cloud/amc-sandbox.md, read 2026-11-09). The library itself sits behind AMC sign-in; this seat did not open it.
+- IQs Amazon names on public pages, by their published names:
+  - "Path to conversion by campaign group" (the comment in its SQL reads "Instructional Query: Path to conversion by campaign groups") and "Path to conversion by campaign category", tables `dsp_impressions`, `sponsored_ads_traffic`, `amazon_attributed_events_by_traffic_time`; "paths in the final output are based on the timing of the first impression of the campaign group for simplicity"; sample output columns include `users_that_purchased`, `ntb_users_that_purchased`, `ntb_sales_amount`, `ntb_percentage`. [official] (Customer journey analytics playbook, https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/amazon-marketing-cloud/playbooks/CJA.md, read 2026-11-09)
+  - "Customer Value - Average Spending by Exposure Group", "for more details about assessing customer value based on groups of advertising exposure vs unexposed advertising". The same playbook: "Incorporating Paid features shopping insights for a complete revenue measurement adds conversions that were not driven by advertising, including Subscribe and Save (SnS) purchases for applicable brands. While CLTV can be calculated and activated upon as a rules-based audience without requiring a subscription to Paid Features, measuring CLTV on only advertising-attributed revenue streams does not tell a full story." It names the paid table `conversions_non_ad_attributed` "for Shopping insights", a table with no page of its own in the AMC data-source list read (the listed paid table with both exposures is `conversions_all`, §G3). [official] (Customer long-term value playbook, https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/amazon-marketing-cloud/playbooks/CLTV.md, read 2026-11-09)
+  - "Tentpole Phase Overlap Instructional Query" (promotional-event phases). [official] (AMC lookalike audiences for promotional events playbook, https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/amazon-marketing-cloud/playbooks/promotional_events.md, read 2026-11-09)
+  - "How to query Sponsored Display traffic" [official] (Traffic events API data sources, https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/traffic-events/data-sources.md, read 2026-11-09); "Open internet Amazon DSP household reach and performance" [official] (All releases, entry of May 14, 2026).
+  - Amazon Retail Purchases: its launch note (April 2, 2025) says the dataset "can only be used for measurement use cases" and points to an unnamed "Instructional Query" link; the audience launch (May 29, 2025) points to another unnamed IQ link "(AMC UI access required)". [official] (All releases)
+  - Sponsored Brands signals (January 13, 2023): "Companion instructional queries (IQs) which provides query building instructions and templates are also provided", listing as uses "Audience reach analysis", "Ad-attributed conversions", "Keyword analysis : Locate high-performing keywords across Sponsored Brands and Sponsored Products" and "Path to conversion : Understand customer journey in terms of media exposure". [official] (Sponsored Brands signals now available in Amazon Marketing Cloud (AMC), https://advertising.amazon.com/resources/whats-new/sponsored-brands-signals-amazon-marketing-cloud, read 2026-11-09)
+- No public Amazon page read names an IQ for Sponsored Products overlap with organic purchases, for new-to-brand against repeat purchase paths, or for ARP exposed-against-unexposed comparisons by those names; whatever the console library calls them is read in the console. [official for the names above; the absence is as searched in the docs search index on "instructional quer", 2026-11-09]
+- What any such query computes is an observational split (G3, closing paragraph): exposure is chosen by the auction and targeting.
+ and the total: Amazon Attribution and the Brand Referral Bonus
+
+H1. RULE. "Amazon Attribution is a measurement product that enables advertisers to understand the impact of their non-Amazon marketing strategies on driving Amazon shopping activity. Advertising is measured by including attribution tags on non-Amazon media across paid and organic channels including search, social, display, video, email, third-party affiliate marketing, and more." The API reports "clicks and click-attributed conversion metrics". "Amazon Attribution is currently available in beta to professional seller brand owners enrolled in Amazon Brand Registry and vendors that sell products on Amazon in the following markets: US, Canada, Mexico, UK, Germany, France, Italy, Spain, and Netherlands." [official] (Amazon Attribution API overview, https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/amazon-attribution/overview.md, read 2026-11-09). The OpenAPI index describes it as "currently available in beta for US, CA, UK, DE, FR, IT, and ES vendors and professional sellers enrolled in Brand Registry"; the two Amazon texts list different markets. [official] (contracts index, https://d3a0d0y2hgofx6.cloudfront.net/en-us/contracts.json, read 2026-11-09)
+
+H2. GUIDANCE. The product page: "Amazon Attribution is a free, advertising and analytics measurement solution"; "can be used by all eligible vendors, sellers, registered brand owners, and Kindle Direct Publishing (KDP) authors who use sponsored ads"; "Eligible sellers and vendors can access Amazon Attribution measurement through either Amazon Ads Agent or tool providers integrated with the Amazon Ads API." [official] (Amazon Attribution, https://advertising.amazon.com/amazon-attribution, read 2026-11-09). Legacy Attribution profiles carry `subType` `AMAZON_ATTRIBUTION`. [official] (Get started with the Amazon Attribution API, https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/amazon-attribution/get-started.md, read 2026-11-09)
+
+H3. RULE. Brand Referral Bonus: "you can earn a bonus averaging 10% of qualifying sales"; the rate varies by category and price; "Sellers in Amazon's US store with a Professional selling plan can enroll their brand in Amazon Brand Registry"; tracking is by Amazon Attribution tags; bonuses are credits against future referral fees after a two-month wait; "The bonus isn't available for Amazon advertising (like sponsored or video ads)." [official] (Brand Referral Bonus, Katelynn Gonzalez, Oct 20, 2023, https://sell.amazon.com/blog/brand-referral-bonus, read 2026-11-09). Rates **(human readers only)**.
+
+H4. RULE. Combined on- and off-Amazon: v1 `metric.combinedPurchases`, "The number of purchases on and off Amazon attributed to an ad interaction", and `metric.combinedSales`, `metric.combinedRoas` (all six programs). [official] (Purchases (combined), https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/ads-v1/metrics/combined-conversions/purchases-combined.md, read 2026-11-09). These concern the advertiser's own off-Amazon conversions, not Amazon store sales. [seat]
+
+### I. Where the ad shows, beyond the search page, changes what "organic" competes with
+
+I1. RULE. "Sponsored products campaigns will now be automatically integrated into shopping conversations when customers chat with Alexa+ about products. Customers can discover relevant products when asking Alexa for product recommendations, receiving a mix of organic and sponsored options. … Performance metrics will be consolidated within existing reporting dashboards. At this time, Sponsored Products on Alexa+ is only available on the Echo Show." [official] (All releases, entry "Alexa+ tests product discovery through conversational AI", July 15, 2025). A bulksheet column "Off-Amazon ad serving" for Sponsored Products ("update settings for ads served off amazon"), US, June 8, 2026. [official] (All releases)
+
+I2. RULE. v1 `placementClassification.value`, "The classification of ad placements into categories like top of search, gateway page, etc.", and `siteApp.value` ("The app or websites where the campaign was run", v3 sponsored ads name `Retailer`, Sponsored Products and DSP). [official] (Placement classification (Supply), https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/ads-v1/dimensions/supply/placement-classification.md; Site or app (Supply), https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/ads-v1/dimensions/supply/site-or-app.md; both read 2026-11-09). Ad sales from placements off the search results page (detail pages, Alexa+, off-Amazon) sit in the ad total but outside SQP's search-results funnel (E1–E2). [seat]
+
+### J. Version notes that touch a total-account pipeline
+
+J1. Concurrency, stated two ways. The v1 overview now reads: "The reporting API v1 supports one concurrent report per client ID, not per advertiser account. This allows approximately 100 reports per day based on average run times." The GA release note reads "one concurrent report per advertiser". [official, the two differ] (Overview of the Reporting v1 API; All releases, Stream v2 and Reporting v1 GA entry; both read 2026-11-09). The prior research quoted "per advertiser" from the overview on 2026-10-14; the overview's wording has changed since. Detail is `method/reporting.md`'s. **(human readers only)** for the figure.
+
+J2. v1 request shape (for reference): `POST /adsApi/v1/create/reports` with `accessRequestedAccounts[].advertiserAccountId`, `reports[].format`, `reports[].periods[].datePeriod.startDate/endDate` (inclusive, campaign time zone) and `reports[].query.fields[]`; status by `POST /adsApi/v1/retrieve/reports` with `reportIds`; statuses `PENDING`, `PROCESSING`, `COMPLETED`, `FAILED`; "The recommended frequency is once per minute". [official] (Getting started with the Reporting API v1, https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/ads-v1/quickstart.md, read 2026-11-09)
+
+## What practitioners add
+
+Every item here is [opinion]: the named author's claim, not Amazon's. Where a vendor sells a tool that profits from the claim, that is said.
+
+### TACoS: the shared definition and what each author reads into it
+
+- **Jungle Scout** (Brian Connolly, "What Is Amazon TACoS (Total Advertising Cost of Sale)?", May 24, 2023, https://www.junglescout.com/blog/amazon-tacos/): "TACoS = (Advertising Spend / Total Revenue) x 100". A falling TACoS signals more cost-effective ads "and/or" rising organic sales; as ad sales rise, "the higher your Amazon Best Sellers Rank and organic keyword ranking will be", offered as reasoning ("Think of it like this"), with no data. The article's second worked example divides by $16,600 where its own total is $17,000 (the seat's check).
+- **Perpetua** (Martin Saunders, "Amazon Total ACoS (TACoS): Introduction to a Key Ad Metric", July 25, 2024, https://perpetua.io/blog-amazon-tacos): "advertising spend divided by total sales multiplied by 100"; "An increasing TACoS indicates that total ad profitability is decreasing", though not always bad during a launch; the premise "ad sales drive organic sales", in positive and negative cycles, stated without data; the decision rule "IF TACoS < organic profit margin, THEN your overall business is profitable after advertising"; TACoS "varies widely depending on the marketplace, advertising goals, ad types used, seasonality, competition, product price, and other factors."
+- **Helium 10** (Bradley Sutton, "Why does your Amazon ACoS look great but you're still losing money?", April 16, 2026, https://www.helium10.com/blog/why-does-your-amazon-acos-look-great-but-youre-still-losing-money/): "TACoS measures total business impact (ad spend ÷ total sales)"; benchmarks "typically range from 8-15%", with 8–12% for mature products, 5–8% for established ones with strong organic presence, 15–20% as an upper limit for growth and 20–30% for 60–90 days of launch; "optimize TACoS first, then improve ACoS within your TACoS constraints"; ACoS "doesn't capture the value of defensive advertising". The figures carry no data source. **(human readers only)**
+- **PPC Land** (Luis Rijo, "TACoS", October 18, 2026, https://ppc.land/tacos/): TACoS is "a seller's advertising spend divided by its total sales over the same period, expressed as a percentage"; "Amazon's ACOS guide and its campaign-reporting page, checked in October 2026, list advertising cost of sale, ROAS, new-to-brand, brand halo, long-term sales and Subscribe and Save metrics, but neither mentions total sales or TACoS"; the caveats, verbatim: "TACoS falls when organic sales rise for any reason: a price cut, a competitor stocking out, seasonal demand, a social media mention or off-Amazon traffic. It rises when a product goes out of stock."; "A stable TACoS can conceal a shift of sales from free to paid placement."; "Vendors publish target ranges without data."; "Without a platform standard, two tools can report different TACoS for the same account." It also says "Helium 10 and SellerApp decline to name a figure", which Helium 10's own April 2026 post (above) contradicts. It cites a 2023 working paper by Tim O'Reilly, Ilan Strauss and Mariana Mazzucato as finding "that ads lifted products the algorithm ranked lower organically by a median of 17 positions". Checked on 2026-11-09 against the paper that carries the figure, Rock, Strauss, O'Reilly & Mazzucato, "Behind the Clicks: Can Amazon allocate user attention as it pleases?" (IIPP Working Paper 2023/11; published in *Information Economics and Policy* 69, 2024): its sentence is "The median advertisement appears 17 search ranks above its organic duplicate", measured on first-page results for products that appear both as an ad and organically. PPC Land's wording matches the figure; the paper that states it lists Rufus Rock as first author, and PPC Land's attribution to "O'Reilly, Strauss and Mazzucato" fits their companion paper "Amazon's Algorithmic Rents" (IIPP WP 2023-12, unreachable), so PPC Land may have merged the two (§Published research, audits). The seat did not open the Amazon pages PPC Land summarises; the claim about them is PPC Land's, and it is now contradicted by two Amazon pages that do name TACOS (§What practitioners add, TACoS, and P-6).
+- **Where they disagree.** All four agree on the ratio. They disagree on what moves it and what a good value is: Helium 10 gives bands, Perpetua refuses a universal target, PPC Land says the bands are unsupported. Jungle Scout and Perpetua read a falling TACoS as ads feeding organic sales; PPC Land reads it as uninformative about cause. None of them names which "total sales" (ordered or shipped, gross or net of refunds, including B2B, which marketplaces, which time zone) or which "ad spend" (SP only or all ad products; DSP; off-Amazon) enters the ratio. Amazon's two pages that name TACOS (below) define it in one sentence each and name no sales field either (§A, §D).
+- **Amazon's own words on TACOS** [official]. *The author's guide to Sponsored Products*, under "How to measure ad success": "Monitor your Total Advertising Cost of Sales (TACOS) to understand how efficiently your advertising investment is working. TACOS shows your ad spend as a percentage of total sales." (https://advertising.amazon.com/library/guides/authors-guide-to-sponsored-products, read 2026-11-09; page metadata 2023-09-07 and 2026-10-09; written for book authors, pointing them to "the Reports + Marketing tab within Author Central"). *Holiday advertising myths: What experts want you to know* (URL slug `common-holiday-advertising-myths`): "ACOS only measures the efficiency of ad-attributed sales, not the full picture. That's where total advertising cost of sales (TACOS) comes in. TACOS reveals whether your total sales (organic and paid) are growing in relation to your ad spend." It then quotes Adam Mellott of BTR Media: "When ACOS rises during high-traffic events, we don't immediately pull back. Instead, we look at TACOS—and often, we find it dropping. This signals improved overall efficiency, as ads are driving both paid and organic sales through increased visibility." (https://advertising.amazon.com/library/guides/common-holiday-advertising-myths, read 2026-11-09; page metadata 2025-09-26 and 2026-10-09) [official for Amazon's sentences; opinion for Mellott's, quoted on Amazon's page]. Neither page is a help page, an API field or a report column; no Ads API metric named TACOS was found in the v1 metric pages or v3 columns read (`beyond/goals-and-economics.md` §J holds the same reading). The practitioners' ratio and Amazon's sentence agree in form: ad spend over total sales.
+
+### Cannibalisation and incrementality on Amazon
+
+- **Perpetua, the SQP test** (Martin Saunders, "Amazon Search Query Performance Report: tapping into the superpowers of search query data", 2024-10-16, as quoted by the prior research; not re-opened by this seat): if your sales share holds after you cut spend on a keyword, "your Sponsored Products ad was likely cannibalizing your organic sales"; test one keyword at a time. *Not re-verified here; the next item is the same author group re-read.*
+- **Perpetua** (Apoorva Ashok Kumar, "How to identify incremental opportunities on Amazon", October 23, 2024, https://perpetua.io/blog-incrementality-amazon-ads-optimization-strategies/): incrementality means using ads "to drive sales that wouldn't have happened"; branded terms are more likely to cannibalise because shoppers already seek the brand, but not winning one's own branded bids risks losing sales to competitors; reduce spend on terms where the product already ranks highly. Measurement is click share across the top three ASINs and total ACoS; no holdout, no data.
+- **m19** (Xuan Xie, "Does Amazon PPC Sales Cannibalize your Organic Sales?", April 10, 2024, https://www.m19.com/blog/does-amazon-ppc-sales-really-cannibalize-your-organic-sales): "Organic sales can not be cannibalized by your PPC strategy most of the time"; it happens "only when one of your products ranks very high organically" and the seller still bids; "Normally PPC campaigns on Amazon can have a significant impact on your Amazon organic ranking"; a drop after pausing ads may mean "your competitors have increased their advertising on those keywords". No data; m19 sells a top-of-search rank optimiser.
+- **Intentwise and Nectar** (webinar "The brand guide to incrementality: Boost profits with AMC and Brand Analytics", Sreenath Reddy and Jason Landro, February 18, 2026, https://www.intentwise.com/webinars/the-brand-guide-to-incrementality-boost-profits-with-amc-and-brand-analytics): "correlating ad spend against purchase share at a keyword level", "comparing impression share to purchase share", "overlaying ad spend data with Brand Analytics data"; ROAS-driven strategies "often lead to overspending on branded search terms, which may not be incremental"; "A healthy brand sees an increase in branded searches over time." No figures.
+- **Skai** (Ana Alicia Santella, "Unlocking incrementality on Amazon with Amazon Marketing Cloud via Skai", June 8, 2023, https://skai.io/blog/unlocking-incrementality-on-amazon-with-amazon-marketing-cloud-via-skai/): AMC lets you "unpack the incremental value of each ad"; its case evidence is a path-to-purchase frequency (a sub-brand with about 5% of sales in 14.3% of paths), which is not a lift measurement. Its own survey: 37% of advertisers struggle to prove incrementality.
+- **A seller's switchback** (Jonathan Hershaff, "Estimating Amazon Ad Incrementality for Sellers: How to Combine Switchback Tests with MMM", February 13, 2026, https://whatstheimpact.substack.com/p/estimating-amazon-ad-incrementality): ads alternated "On" and "Off" daily "for about a month (post-Christmas late Dec 2025 – Jan 2026)" by a seller with "$20k annual ad spend"; outcome total sales; platform ROAS about 2.35, naive switchback incremental ROAS 1.25, adstock-adjusted 1.54 after a Google Meridian MMM estimated adstock decay of about 0.35 ("~35% of ad pressure bleeds into the next day"); the MMM's own ROAS had median 1.42, mean 1.79 and a 90% credible interval of 0.27–4.57. He writes "Amazon Attribution is greedy" — meaning Amazon's ad attribution in Seller Central, not the Amazon Attribution product of §H. One small account, one month, wide interval; it shows the method, not a rate. Test design is `method/change-measurement.md`'s.
+
+### SQP as a paid-plus-organic reading
+
+- **Ad Badger** ("The Badger", "Amazon Search Query Performance Dashboard", August 8, 2024, https://www.adbadger.com/blog/amazon-search-query-performance-dashboard/): SQP shows "how your search terms perform in both organic results and sponsored ad clicks" and gives "The clicks your brand got per search query, organic and paid"; it also says "You can pinpoint if a majority of your searches are coming in organically or via paid ads". The SQP schema carries no field that separates paid from organic (§E1), so the last sentence goes beyond what the report's fields hold; the split would need the seller's own search-term ad report beside SQP. [opinion; the comparison with the schema is the seat's]
+
+### Ads and organic rank
+
+- **Practical Ecommerce** (Armando Roggio, quoting Facinger, director of paid advertising at Convert More Marketing, "Amazon Ads Boost Marketplace Search Rankings", August 27, 2019, https://www.practicalecommerce.com/amazon-ads-boost-marketplace-search-rankings): "So you can directly impact your organic rankings through advertising"; "The more sales it gets, the more likely that product is to be included in organic results." No Amazon statement and no study cited.
+- **Tinuiti** (Tinuiti Team, "Sponsored Products & Amazon Organic Rank", September 29, 2023, https://tinuiti.com/blog/amazon/sponsored-products-amazon-organic-rank/): bidding on the right keywords "can improve your page sales rank and organic listings", unquantified. The article reports no test.
+- **Marketplace Pulse** (Juozas Kaziukėnas, "Amazon Is Burying Organic Search Results", March 9, 2022, https://www.marketplacepulse.com/articles/amazon-is-burying-organic-search-results): "Of the first twenty products a shopper sees when searching on Amazon, only four are organic results"; "It takes scrolling past three browser windows worth of search results to get to the fifth organic result"; "shoppers are disproportionally more likely to be purchasing a sponsored product." An observation of layout in 2022; layouts change.
+- **Where they disagree.** Practical Ecommerce, Jungle Scout, Perpetua (TACoS), m19 and Tinuiti hold that ad sales raise organic rank through sales velocity; none shows a measurement. Perpetua (incrementality) and Intentwise treat ads on terms the product already ranks for, and on brand terms, as likely non-incremental. Marketplace Pulse's layout point implies that for many queries the first organic slot is far down the page, so the paid slot is not a substitute for a top organic slot the product does not have. All can hold at once on different terms and accounts; the research below is the only place where any of it was measured.
+
+### Rank trackers: where an organic-rank series comes from
+
+Amazon exposes no organic-position read (§E7), so every "ads moved organic rank" claim above is judged against a series a tool vendor collected by loading Amazon's search pages. What each vendor says about how it samples, as read on 2026-11-09:
+
+- **Helium 10 Keyword Tracker** (Helium 10 Team, "Level-Up on Amazon with Helium 10's Keyword Tracker", published May 7, 2020, modified November 21, 2023, https://www.helium10.com/blog/level-up-with-helium10s-keyword-tracker/): "By default, Helium 10 checks your organic rankings once each day, but using our "Boost" feature, you can actually do this 24 times a day"; with Boost on, "Helium 10 is checking your organic and sponsored rank once every hour", and "These "Boosts" last for 10 days". On why its rank differs from what a seller sees: "your position on Amazon can change slightly because of your geo-location (or delivery location), what browser you're using, the time of day or whether you're logged in or out." On hourly swings: "almost with every new hour there's a radical rise or fall in rankings … It's apparent that after three or four days of search "shuffle," Amazon sorted itself out and the graph became more stable." Bradley Sutton (VP of Education and Strategy, "#621 – Amazon Keyword Tracking Masterclass", published December 10, 2024, https://www.helium10.com/podcast/amazon-keyword-tracking-masterclass/): "If you see something that says 306 plus, that means the last time Helium 10 checked you were not ranked"; "Helium 10 is checking all 306 ranks. Other trackers out there. They're only showing you up until about position 100 or 150, which is only two pages"; and on sampling noise, "somebody else is searching in the same zip code, just literally across the street, and they're using a different browser, they could be seeing a different set of search results". He also graphs sponsored rank against bid: "right after I lowered my bid, look what happened to my sponsored rank. It actually started going down." The pages read do not say which location, device or login state the checks use. [opinion, Helium 10]
+- **DataDive Rank Radar** (DataDive help centre, "Rank Radar", updated 2026-09-17, https://support.datadive.tools/hc/en-us/articles/34689663975705-Rank-Radar): "Rank Radar is Data Dive's advanced keyword tracking tool that updates daily. It combines organic rank tracking with PPC data so you can see how both influence your visibility on Amazon"; uses include "See how your PPC campaigns impact organic ranks"; it tracks child variations separately ("If more than one variation ranks for the same search term on the same day, Rank Radar tracks each one separately"). "Amazon PPC & SQP Data in Rank Radar" (updated 2026-10-21, https://support.datadive.tools/hc/en-us/articles/57630245691801-Amazon-PPC-SQP-Data-in-Rank-Radar) lists among its uses "See if ads are improving organic rankings" and notes "SQP data is typically released on Wednesdays" and "Missing days in a range are normal. Keywords may appear on different days across reports, depending on relevance and ranking behavior." Its "Impression Rank" is the Sponsored Products search-term impression rank from the seller's own report ("The Impression Share and Impression Rank metrics in Rank Radar are for Sponsored Products PPC Impressions"; https://support.datadive.tools/hc/en-us/articles/36288463160729-What-are-Impression-Share-and-Impression-Rank-in-Rank-Radar, updated 2024-08-12). No DataDive help article read states the location, device or login state of its organic checks (the seat searched its public help-centre index for "zip code", "rank different" and "organic rank accuracy"). [opinion, DataDive]
+- **Jungle Scout Rank Tracker** (Jungle Scout support, "Keyword Rank information", updated 2025-02-11, https://support.junglescout.com/hc/en-us/articles/360050911674-Keyword-Rank-information): keywords sort "by Overall, Organic, and Sponsored Rank"; an "S" in a cell under Overall means "the Rank Tracker captured the sponsored rank information for this keyword"; "Last Checked: This tells you when the data was last collected (the last time Amazon sent us information). Since keyword rankings and BSR can change several times throughout the day, from time to time it is possible to spot small differences when comparing the information in the Rank Tracker with the current rankings on Amazon." "Adding Products in the Rank Tracker" (updated 2025-01-30, https://support.junglescout.com/hc/en-us/articles/360037532674-Adding-Products-in-the-Rank-Tracker) refers to "daily updates on keyword performance, rankings, and historical trends". Its blog: "you can discover how many different keywords your product ranks for within the top 10 and top 50 organic search results" (https://www.junglescout.com/blog/keyword-rank-tracking/). No location, device or login statement on the pages read. [opinion, Jungle Scout]
+- **SmartScout Keyword Ranking Map** (https://www.smartscout.com/features/keyword-ranking-map): "One Keyword Can Rank #3 in Texas and #27 in Maine"; "Enter an ASIN and a search term, and the tool checks the organic rank across the entire United States and paints it on a map", with "a table with the sampled rank and zip code per state"; "Most standard rank trackers report a single national number, and that average buries the spread"; "Your position shifts with which fulfillment center holds your stock, how fast you can deliver to that shopper, and how buyers in that region actually behave"; "Force refresh pulls a live read on the spot". Its Rank Maker claims "18 Months of Visibility History" of organic and paid keyword ranks (https://www.smartscout.com/features/rank-maker). SmartScout sells the regional sampling it describes. [opinion, SmartScout]
+- **Scale Insights** ("How Keyword Ranking Works", updated 2026-11-06, https://docs.scaleinsights.com/docs/how-keyword-ranking-works.md): "Organic Rank – Your product's position in Amazon's organic search results"; "Ads Rank – Your product's position in Sponsored Products search results"; "Keyword tracking works at the child ASIN level", because Amazon may show a different child of the family; trends as "7-day and 14-day averages". [opinion, Scale Insights]
+- **Where they disagree.** Helium 10 says rank depends on delivery location, browser, time and login state, and samples once a day (hourly on Boost) down to 306 positions; SmartScout says one national number "buries the spread" and samples per state with a named zip code; DataDive and Jungle Scout publish a daily cadence and no sampling frame. None of the pages read publishes a validation of its organic rank against Amazon data, and none says how it treats a product shown both sponsored and organically on one page. Each check samples one search context, and Helium 10's own account describes hourly swings that settle over days. [seat on the last two sentences]
+
+### "Bought in past month" as an outcome
+
+- Keepa's field is a floor bucket: `monthlySold` "represents the bought past month metric found on Amazon search result pages. It is not an estimate. null if it has no value. Most ASINs do not have this value set. The value is variation specific.", example "1000 - the ASIN was bought at least 1000 times in the past month." [vendor doc] (Keepa `Product.java`, re-read 2026-11-09)
+- **PMG** ("The Story & Data Behind those 'Bought in Last Month' Fields on Amazon Searches", March 28, 2023, https://www.pmg.com/insights-and-news/amazon-serp-bought-in-last-tags): "Though the fields imply a minimum, the specific values that show up imply a range", with buckets "For under 100, the bucket 50-99", then hundreds up to 999, thousands up to 9,999 and ten-thousands up to 99,999; checked against "thousands or products for which we could observe the true sales values", "the vast majority of the time, the value displayed as part of Amazon searches matched up very closely with the true sales figures"; the field showed "for a little over half of products that meet a minimum sales threshold (>50 sales, for the "Bought Last Month" case)". [opinion, PMG, agency, 2023]
+- **Marketplace Pulse** ("Amazon Made Sales Data Public", 2023, https://www.marketplacepulse.com/articles/amazon-made-sales-data-public): "The sales number is rounded to hundreds, thousands, or tens of thousands and is capped at one hundred thousand; the time range is either a week or a month. The change is a test visible to some users." [opinion, trade press, 2023]
+- So a product that moves from "1K+" to "2K+" crossed at least one bucket boundary, and one that sells 1,000 or 1,999 shows the same value; a pause or launch test read against this field registers only bucket crossings. [seat]
+
+### AMC query libraries outside Amazon's
+
+- **Adlabs** ("The AMC Query Library", updated October 19, 2026, https://adlabs.app/guides/amc-query-library/) publishes 15 queries of its own, among them "Organic vs Paid First Touch" (tables `amazon_retail_purchases`, `sponsored_ads_traffic`, `dsp_clicks`, marked paid), "Organic vs Paid by ASIN" and "NTB vs Repeat by ASIN". These are a vendor's names, not Amazon's IQ names (§G7). [opinion, Adlabs]
+- **Tinuiti** (Averie Lynch, "How to Use Flexible Shopping Insights in Amazon Marketing Cloud", July 22, 2025, https://tinuiti.com/blog/amazon/flexible-shopping-insights-amc/): "Flexible Shopping Insights is a paid subscription add-on for Amazon Marketing Cloud"; "Advertisers can use Amazon's Instructional Query Library to build custom reports that help answer holistic business questions. Advertisers can also analyze sales events not driven by ads, also known as "organic" sales events"; it "marks the first time an advertiser has had the ability to analyze advertising and organic sales data together". [opinion, Tinuiti]
+- **Nakoa Digital** ("Amazon Advertising Incrementality: Measuring Impact with Amazon Marketing Cloud", updated September 17, 2026, https://www.nakoa.digital/en/journal-incrementality-amazon-marketing-cloud.html): "A solid incrementality case needs a clean comparison design on top of this data. Exposed versus unexposed groups, regional tests, or other control logic separate correlation from causal effect. AMC provides the signals and the analysis environment; the test design decides how solid the claim about additional revenue really is." [opinion, agency]
+- **Where they disagree.** Tinuiti and Skai (above) present AMC's paid-plus-organic view as the route to incrementality; Nakoa puts the weight on the comparison design, as the measurement research does (Gordon et al. 2019, 2023, §Published research).
+
+## Published research
+
+Each item: what was measured, on what data, and how far it transfers to a seller on Amazon. Abstracts were read from RePEc/EconPapers, NBER, arXiv's API, SUFE's journal listing and Semantic Scholar on 2026-11-09; bibliographic details from Crossref the same day.
+
+### Attributed is not incremental: search-ad field experiments
+
+- **Blake, Nosko & Tadelis, "Consumer Heterogeneity and Paid Search Effectiveness: A Large-Scale Field Experiment"**, *Econometrica* 83(1), 2015, 155–174 (NBER WP 20171, May 2014). eBay experiments on paid search. "Because search clicks and purchase behavior are correlated, we show that returns from paid search are a fraction of conventional non-experimental estimates." "As an extreme case, we show that brand-keyword ads have no measurable short-term benefits." "For non-brand keywords we find that new and infrequent users are positively influenced by ads but that more frequent users whose purchasing behavior is not influenced by ads account for most of the advertising expenses, resulting in average returns that are negative." Transfer: the mechanism (people who would buy anyway click the ad) applies to Amazon brand and repeat-buyer terms; the size does not transfer (Google/Bing, a retailer buying search ads, 2012). [research]
+- **Simonov, Nosko & Rao, "Competition and Crowd-Out for Brand Keywords in Sponsored Search"**, *Marketing Science* 37(2), 2018, 200–215. Bing experiments, thousands of brands. "When no competitors are present, we find a positive, statistically significant impact of brand ads of 1%–4%, with larger brands having a smaller causal effect." "When the focal brand ad is present, competitors in paid positions 2–4 can "steal" 1%–5% of the focal brand's clicks"; for brands that do not advertise, "competitors "steal" 18%–42% of clicks, suggesting a strong causal effect of position. Under such position effects, we find the return on investment on defensive advertising to be strongly positive." Transfer: on a brand query the own ad adds little when no rival bids, and much when rivals would otherwise take the top slot; on Amazon whether rivals bid on the brand term is observable (search-term impression share, SB/SP ads on the term). [research]
+- **Simonov & Hill, "Competitive Advertising on Brand Search: Traffic Stealing and Click Quality"**, *Marketing Science* 40(5), 2021, 923–945. Bing quasi-experiment: competitors steal "6%–15% instead of 1%–2% of traffic" if the focal brand's link is removed from the top paid slot; "the probability of an immediate conversion on these "stolen" clicks is low, with around 20%–47% of consumers returning to Bing in less than 30 seconds". Transfer: stolen brand traffic converts worse than the brand's own; the value of defence is less than the click share suggests. [research]
+- **Golden & Horton, "The Effects of Search Advertising on Competitors: An Experiment Before a Merger"**, *Management Science* 67(1), 2021, 342–362. A firm suspended Google ads in random US markets: "By shutting off its ads, Firm Vary lost customers, but only 63% as many as a nonexperimental estimate would have suggested"; spillovers to its close competitor "were surprisingly small". Transfer: a geographic holdout recovered a smaller effect than observational estimates; Amazon offers sellers no geographic targeting of Sponsored Products, so the design does not carry over directly. [research; the last clause is the seat's]
+- **Moshary, "Does Sponsored Search Advertising Augment Organic Search? Evidence from an E-Commerce Platform"**, *Management Science* 71(11), 2025, 9687–9709. "I leverage a field experiment that blocks all sponsored search advertising for 3% of site visitors. The experiment shows that sponsored search advertising both steals business from organic listings and also reduces the total volume of transactions intermediated by the platform. However, in this case study, I find that sponsored search is nonetheless profitable for the platform because ad revenue more than compensates for the reduction in commissions". Transfer: the closest marketplace setting found, an unnamed platform; it measures the platform's totals with all ads off, not one seller's ads on or off. It shows that sponsored listings can take sales from organic ones at the market level. [research]
+
+### When paid exposure helps organic outcomes
+
+- **Ju, Zhao & Aral, "Advertising Spillovers in Mobile Apps: Evidence from Ad Shutoffs and Store Rankings"**, arXiv 2504.16151 (v1 April 22, 2025; v2 July 10, 2026; preprint). A global app-install ad shutoff at a US mobile game developer: "the shutoff decreased organic installs by 20-30%"; "every $100 spent is associated with 32 paid installs and 2.2 organic installs"; "paid installs boost app store category rankings, thereby increasing organic visibility"; "the relationship between organic installs and ad spend disappears once these rankings are factored in". Transfer: this is the mechanism Amazon practitioners claim (paid sales → rank → organic sales) measured in another store whose rankings respond to sales; it is not Amazon evidence, and Amazon has not said its search rank responds to ad sales (§F). [research]
+- **Yang & Ghose, "Analyzing the Relationship Between Organic and Sponsored Search Advertising: Positive, Negative, or Zero Interdependence?"**, *Marketing Science* 29(4), 2010, 602–623. Google, a national retailer, several hundred keywords, three months: "click-throughs on organic listings have a positive interdependence with click-throughs on paid listings, and vice versa", asymmetric ("the impact of organic clicks on increases in utility from paid clicks is 3.5 times stronger"), worth 4.2%–6.15% of expected profit in counterfactuals. Transfer: on web search, showing both listings can beat showing one; whether this holds on Amazon is untested here. [research]
+- **Abhishek, Jerath & Sharma, "The Impact of "Retail Media" on Online Marketplaces: Insights from a Field Experiment"**, *Information Systems Research* 36(1), 2025, 456–473. Flipkart field experiment: in electronics "the sponsored listings perform worse (in terms of clicks and conversions) than the organic listings that they replace, whereas the organic listings in the neighborhood of the sponsored listings perform better"; in clothing and footwear the effects reverse, "suggesting that sponsored listings might help the platform identify new high-relevance products and improve search rankings for these categories"; at search level, ~10 points more sponsored share "does not affect clicks and conversions in any product category." (These are the EconPapers abstract's words; the abstract Crossref and Semantic Scholar serve for the same DOI is shorter, names clicks only for electronics, "the clothing category" only, and says the sponsored share "does not affect the performance in any product category"; the findings agree.) Transfer: a large marketplace, randomised; the sign varies by category, which is the strongest published reason not to carry one answer across a seller's catalogue. [research]
+
+### Paid slot versus organic slot
+
+- **Joo, Shi & Abhishek, "Do Sellers Benefit from Sponsored Product Listings? Evidence from an Online Marketplace"**, *Marketing Science* 43(4), 2024, 817–839. Field study with experimental and natural variation on a mobile-app marketplace: "consumers prefer organic listings in the top-ranked positions to sponsored listings of the same product/position. Consumers become indifferent between sponsored and organic listings in the lower-ranked positions." "top-ranked organic listings are perceived as more credible than seller-subsidized sponsored listings." Yet "an advertising seller may benefit financially if a lower-ranked organic listing can be replaced with a top-ranked sponsored listing." Transfer: a top sponsored slot is worth less than a top organic slot of the same product, but more than a low organic slot. [research]
+- **Yu, "The Welfare Effects of Sponsored Product Advertising"** (Chuan Yu, Harvard Business School, working paper, April 2024; AEA 2025 conference program). Data: "web scraping for several thousand high-traffic keywords six times a day over a two-month period in 2022" on Amazon, "over one million searches", about one million products with daily prices, sales ranks and reviews, rank-to-quantity conversion validated on "exact daily quantities for several hundred products over two years obtained from an Amazon seller". Findings: "moving up one position higher in the search results for a keyword increases a product's sales quantity by 0.36%"; "A product can appear as both organic and sponsored"; "top sponsored products have prices that are 16% higher than their organic counterparts"; sponsored products "exhibit lower average utility than their organic counterparts in similar locations"; advertising "tends to be more beneficial in markets with fewer established products and greater product differentiation". It also reports "According to Amazon's data, 81% of clicks happen on the first page" (cited, not Amazon's page). The model holds organic rankings fixed in its baseline counterfactual ("I assume that the distribution of organic ranks remains fixed in all counterfactual exercises"). Its Appendix F.3 ("Endogenous Organic Rankings") estimates an organic ranking score from the product's previous-week price and sales with product fixed effects and reports "a higher price is associated with a lower average score, while a larger sales volume is associated with a higher average score"; the welfare results with that ranking rule are "all qualitatively similar". This is the one Amazon-data estimate read that ties a product's organic rank to its own recent sales; it does not separate ad-driven from other sales, and it is a within-product correlation in scraped data, not an experiment. Transfer: Amazon data; position matters, and sponsored exposure helps less-established products most. [research]
+- **Ursu, "The Power of Rankings: Quantifying the Effect of Rankings on Online Consumer Search and Purchase Decisions"**, *Marketing Science* 37(4), 2018, 530–552. Expedia randomised rankings: "rankings affect what consumers search, but conditional on search, do not affect purchases"; "an average position effect of $1.92, which is lower than literature estimates obtained without experimental variation." (published abstract, Crossref and EconPapers) Transfer: position effects are real and smaller than observational estimates; not Amazon. [research]
+- **Dash, Ghosh, Mukherjee, Chakraborty & Gummadi, "Sponsored is the New Organic: Implications of Sponsored Results on Quality of Search Results in the Amazon Marketplace"**, AIES 2024 (Proceedings 7, 316–327; arXiv 2407.19099). 4,800 simulated searches in four countries, 2M organic and 638K sponsored results: "items with poor organic ranks (beyond 100th position) appear as sponsored results even before the top organic results on the first page"; top sponsored results are mostly "costlier and are of poorer quality than the top organic results". Transfer: paid exposure for a query can be unrelated to organic rank for it; audit data, no causal claim on rank. [research]
+- **Long, Jerath & Sarvary, "Designing an Online Retail Marketplace: Leveraging Information from Sponsored Advertising"**, *Marketing Science* 41(1), 2022, 115–138. Theory: "sellers' bids in ad auctions … can reveal the sellers' private information to the platform ("information effect"), which it can optimally combine with information that it has about consumers to improve the placement of organic results, a practice we call "strategic listing."" Under some conditions "the platform must also reduce the degree of strategic listing (i.e., commit to limiting the influence of the sponsored ad auction outcomes on the placement of organic results)." Transfer: a model of why a platform might or might not let ad outcomes inform organic rank; it says nothing about what Amazon does. [research]
+
+### Measuring incrementality at all
+
+- **Gordon, Zettelmeyer, Bhargava & Chapsky, "A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook"**, *Marketing Science* 38(2), 2019, 193–225. 15 US experiments, 500 million user-experiment observations: "The observational methods often fail to produce the same effects as the randomized experiments, even after conditioning on extensive demographic and behavioral variables." [research]
+- **Gordon, Moakler & Zettelmeyer, "Close Enough? A Large-Scale Exploration of Non-Experimental Approaches to Advertising Measurement"**, *Marketing Science* 42(4), 2023, 768–793. 663 Facebook experiments, over 5,000 user features: "The median RCT lifts are 29%, 18%, and 5% for the upper, middle, and lower funnel outcomes, respectively. Using DML (SPSM), the median lift by funnel is 83% (173%), 58% (176%), and 24% (64%)"; "we are unable to reliably estimate an ad campaign's causal effect." Transfer: an AMC exposed-versus-unexposed comparison (G3) is the kind of observational estimate these papers found biased upward, even with far richer features than AMC exposes. [research; transfer is the seat's]
+- **Gordon, Moakler & Zettelmeyer, "Predicted Incrementality by Experimentation (PIE) for Ad Measurement"**, arXiv 2304.06828 (v2 April 1, 2026). 2,226 Meta experiments: a model trained on RCTs predicts incrementality with "out-of-sample R² = 0.88 for incremental conversions per dollar, compared to R² = 0.19 for industry-standard 7-day last-click attribution." Transfer: last-click attributed conversions, Amazon's standard (§A2), are a weak predictor of incremental conversions in the one large dataset that measured both. [research]
+- **Lewis, Zettelmeyer, Gordon, Garib, Hermle, Perry, Romero & Schnaidt, "Amazon Ads Multi-Touch Attribution"**, arXiv 2508.08209, August 11, 2025 (Amazon authors; correspondence causal@amazon.com). Illustration: if an RCT shows 900 incremental conversions where 7-day last-touch attribution shows 1,000, the calibration factor implies "10% fewer incremental conversions than what we think when using a last-touch attributed metric"; Amazon's system holds "a database of hundreds of thousands of RCTs across our ad products that spans most of our advertisers and campaign types"; it quotes Gordon et al. 2023 as showing observational errors "ranging from 488% to 948%" and the IAB/MRC 2024 retail media guidelines as "highly recommends using RCTs". The 900/1,000 is an illustration, not a measured Amazon ratio. Transfer: Amazon runs incrementality experiments internally and uses them to calibrate MTA credit; it publishes no per-advertiser incrementality readout for Sponsored Products (G6). [research]
+- **Lewis & Wong, "Incrementality Bidding and Attribution"**, arXiv 2208.12809, 2022: "The causal effect of showing an ad to a potential customer versus not, commonly referred to as "incrementality", is the fundamental question of advertising effectiveness." A methods proposal. [research]
+
+### Read from abstracts by the verifier (Crossref, 2026-11-09)
+
+- **Lewis & Rao, "The Unfavorable Economics of Measuring the Returns to Advertising"**, *QJE* 130(4), 2015, 1941–1973. "Twenty-five large field experiments with major U.S. retailers and brokerages"; "The median confidence interval on return on investment is over 100 percentage points wide"; "informative advertising experiments can easily require more than 10 million person-weeks"; "selection bias, due to the targeted nature of advertising, is a crippling concern for widely employed observational methods." Transfer: a single seller's own on/off test is noisy by construction; wide intervals such as Hershaff's are the expected outcome, not a flaw of one test. [research; transfer is the seat's]
+- **Johnson, Lewis & Nubbemeyer, "Ghost Ads: Improving the Economics of Measuring Online Ad Effectiveness"**, *JMR* 54(6), 2017, 867–884. A method that identifies "the control group counterparts of the exposed consumers in a randomized experiment"; in a retailer's display retargeting campaign "the ads lifted website visits by 17.2% and purchases by 10.5%". Transfer: the design needs the ad platform's cooperation; no Amazon page read offers it to Sponsored Products sellers (§G6). [research]
+- **Sahni, "Advertising Spillovers: Evidence from Online Field Experiments and Implications for Returns on Advertising"**, *JMR* 53(4), 2016, 459–478. Randomized experiments on a restaurant-search website: "ads increase the chances of sales for nonadvertised restaurants significantly", concentrated on similar, highly rated rivals, and "The spillovers are largest when the intensity (frequency) of advertising is low." Transfer: an ad can send demand to competitors' similar listings; on Amazon the analogue is a shopper reached by an ad who buys a rival's product, which no seller-side report shows. [research]
+
+### Audits of Amazon's search page: paid position against organic position
+
+- **Rock, Strauss, O'Reilly & Mazzucato, "Behind the clicks: Can Amazon allocate user attention as it pleases?"**, *Information Economics and Policy* 69, December 2024, article 101115 (doi 10.1016/j.infoecopol.2024.101115; abstract via OpenAlex; full text read as UCL IIPP Working Paper 2023/11, the submitted version on UCL Discovery). Data: Amazon.com search results "scraped … between 11-19th June 2023", "154,172 product listings" for "2,250 of the most searched queries", first page only ("since more than 70% of Amazon shoppers do not click past it (FTC 2023)"), each query scraped once, joined to "the three most-clicked products from Amazon's Seller Central Search Term Report". Definitions: "Organic rank is an index telling us where a product appears in a list of Amazon's organic search results for a specific search query, when advertising is not included"; "Search rank is the indexed result on the screen of a product amongst all search results shown, including both organic and advertised results." Findings: "One-quarter of product search results on the first page are adverts. This leads to 48.3% of advertised results having at least one duplicate organic result on the first page, and 93.6% of top-3 most clicked ads being duplicated"; "The median advertisement appears 17 search ranks above its organic duplicate. However, top-3 most clicked advertisements tend to receive smaller boosts from sponsorship"; "The top-3 most clicked advertised products are around 17% more expensive than organic ones ($19.3 vs. $16.5) and one-third less relevant (organic rank of 4 vs. 3)"; abstract: "Among the top five search results, where typically four are advertisements, we find that neither decreased relevancy nor increased price significantly sways user decisions." Their own caveat: "Advertising may indirectly influence a product's organic ranking to the extent that sales volume is used by Amazon as a ranking factor (Turton 2023)." Transfer: on 2023 US data, a product that buys an ad on a query it already ranks for organically typically appears much higher on the page as the ad than as the organic listing, and the clicks follow prominence; this measures the paid slot's lift over the product's own organic slot on one page view, not any effect of ads on later organic rank. [research]
+- **Farronato, Fradkin & MacKay, "Self-Preferencing at Amazon: Evidence from Search Rankings"**, *AEA Papers and Proceedings* 113, 2023, 239–243 (doi 10.1257/pandp.20231068; read as NBER Working Paper 30894, January 2023). A browser-extension panel: "228,281 search results– including both sponsored and organic results—in 3,019 unique searches conducted by 184 users"; "In 72.1% of searches consumers do not click past the first results page, and, based on scroll position data, only half of the products on a full page of results are actually seen by consumers"; "within a search spell, sponsored products have lower rank, i.e., they are closer to the top of the page. In particular, being sponsored pushes a product up by 7 positions on average, an 18% increase in prominence"; "The prominence given to Amazon brands is 30% to 60% of the prominence granted to sponsored products." They note the sponsored flag is captured "with some noise" for products in carousels. Transfer: a second, independent measurement that sponsorship moves a product's page position up by several places, on logged-in shoppers' own searches rather than a scraper's. [research]
+- **Reimers & Waldfogel, "A Framework for Detection, Measurement, and Welfare Analysis of Platform Bias"**, NBER Working Paper 31766, October 2023. Defines a platform's ranks as "biased if they deliver outcomes that lie below the frontier that maximizes a weighted sum of seller and consumer surplus", and contrasts conditioning-on-observables tests (regressing rank on a platform dummy and controls, "the approach of Jürgensmeier and Skiera (2023) and Farronato et al. (2023)") with outcome-based tests. Its Amazon application is the Kindle Daily Deal page, not search, with quantities "inferred from sales ranks rather than directly observed" (Bookstat): Amazon-published ebooks get ranks "23.6 percent better (lower) than their non-platform counterparts, conditional on observable characteristics", and "conditional on the rank the platform assigns to them, Amazon books sell 50 percent less", which the authors read as bias in favour of Amazon titles; "the magnitudes are very different for Amazon" between the two tests. Transfer: the paper's point for a seller's reading is methodological: a ranking that correlates with observables can look biased or unbiased depending on the test, and sales-rank-inferred quantities carry their own error. [research]
+
+### The "Sponsored" label itself: a randomised experiment
+
+- **Sahni & Nair, "Sponsorship Disclosure and Consumer Deception: Experimental Evidence from Native Advertising in Mobile Search"**, *Marketing Science* 39(1), 2020, 5–32 (doi 10.1287/mksc.2018.1125; abstract via EconPapers). "We experimentally vary the format of paid-search advertising, the extent to which ads are disclosed to over 200,000 users, and track their anonymized browsing behavior including clicks and conversions" on "a mobile restaurant-search platform". Findings: "native advertising benefits advertisers and detect no evidence of deception under typically used formats of disclosure currently used in the paid-search marketplace"; "the incremental conversions due to advertising are not driven by users clicking on the native ads. Rather, the benefits from advertising are driven by users seeing the ads and later clicking on the advertiser's "organic" listings"; "mere exposure seems sufficient to produce most of the incremental effect of advertising." Transfer: in a randomised setting, an ad's measured value ran mostly through the advertiser's organic listing rather than the ad click, which is exactly the path Amazon's click-based Sponsored Products attribution (§A2, "Clicks only") does not credit; it is a restaurant-search app, not Amazon. Read beside Joo, Shi & Abhishek (shoppers prefer a top organic listing to a top sponsored one) the two studies measure different things: preference between the two slots, and where the ad's effect lands. [research; transfer is the seat's]
+
+### What a sales rank means in units
+
+- **Chevalier & Goolsbee, "Measuring Prices and Price Competition Online: Amazon.com and BarnesandNoble.com"**, *Quantitative Marketing and Economics* 1(2), 2003, 203–222 (doi 10.1023/A:1024634613982; read as NBER Working Paper 9085, 2002). "we use publicly available data on the sales ranks of about 20,000 books to derive quantity proxies". Method: "A standard distributional assumption for this type of rank data is a Pareto distribution (i.e., a power law)", giving ln(Rank) = c − θ ln(Sales); θ calibrated from a publisher's data (estimates "0.9 and 1.3"), their own purchase experiment (a book at rank 14,468 selling about two a day rose to 2,854 after six purchases, implying θ = 1.17) and an author's experiment; "all of these experiments suggest fairly consistent estimates of θ in the relatively tight range of 0.9 to 1.3 … We will use 1.2 as the basic estimate." Transfer: under a power law, equal proportional moves in rank mean equal proportional moves in sales, so halving a rank (20,000 to 10,000, or 200 to 100) multiplies the sales rate by 2^(1/θ), about 1.7 to 2.2 across their 0.9–1.3 range; the 2001 book-market slope does not carry over to another category or year. [research; transfer is the seat's]
+- **Brynjolfsson, Hu & Smith, "Consumer Surplus in the Digital Economy: Estimating the Value of Increased Product Variety at Online Booksellers"**, *Management Science* 49(11), 2003, 1580–1596 (doi 10.1287/mnsc.49.11.1580.20580; abstract via Crossref and Semantic Scholar). The abstract reports the welfare result ("increased product variety of online bookstores enhanced consumer welfare by $731 million to $1.03 billion in the year 2000") and not the rank-to-quantity calibration; the full text (MIT DSpace) answered HTTP 429 to this seat, so no slope is taken from it (Unreachable). Yu (below) cites the later "Brynjolfsson et al. 2011" with Chevalier & Goolsbee for the stable rank-quantity relationship. [research, abstract only]
+- **Yu, "The Welfare Effects of Sponsored Product Advertising"** (already above), Appendix B.2: "Amazon uses the BSR system to report a product's sales performance relative to that of other products within the same category over a recent period of time"; "The BSR is defined within one of approximately 25 product categories"; "While Amazon maintains confidentiality regarding the exact algorithm employed to calculate the BSR, it is generally believed that the BSR takes into account both recent and historical sales, with more recent sales carrying significantly higher weights"; "Prior studies have documented that when the number of products is sufficiently large, there exists a relatively stable and predictable relationship between a product's sales rank and its sales quantities (e.g., Chevalier and Goolsbee 2003; Brynjolfsson et al. 2011). This relationship is often modeled using functional forms such as power functions or splines." Yu used category mappings fitted by Jungle Scout ("I obtained these mappings estimated by Jungle Scout on May 16, 2022"; figures plot Log10 daily sales against Log10 sales rank) and validated them against "actual daily sales data obtained in collaboration with an Amazon seller, Forum Brands" for "several hundred products … over a two-year period": "For most products, the two series align remarkably well, both in the cross-section and for high-frequency variation". Transfer: BSR is a relative, category-specific, recency-weighted measure; a product's rank can improve because category rivals sold less (a stock-out, a season ending) with no change in its own sales, and the mapping to units differs by category and is a vendor's fit. [research; transfer is the seat's]
+
+### How long an ad's effect lasts, on Amazon's evidence
+
+- **Qin, "Lengthen your attribution window: which digital ads have the most long-term impact?"**, *Applied Marketing Analytics* 9(1), 2023, 73–83 (an Amazon Ads author; PDF on cdn.amazon.science, read 2026-11-09). "For 15 US brands across three verticals (Hardlines, Softlines and Consumables) on Amazon, it was found that within the two-week attribution window, upper/middle-funnel ad products only materialise 30–50 per cent of the total effects, compared to lower-funnel at 60–90 per cent." On Sponsored Products: "In contrast, SP does not show significant carry-over effects beyond three weeks for any brand. This is intuitive because SP is a lower-funnel ad product that aims at immediate returns"; "most of lower-funnel ads' (eg Sponsored Products) effects materialise within the attribution window"; appendix: "some ad products, such as SPs, see all their effects dissipate after three weeks. In contrast, other products, such as DSP display, show a large part of their impact beyond the fourth week." Category differences: "carry-over effects beyond two weeks are vertical specific, with the smallest for CPG (30 per cent) and the largest for Softlines (70 per cent)" (for detail page views). Transfer: Amazon's own published time-series estimate puts most of a Sponsored Products effect inside the attribution window. [research, Amazon-authored]
+- Set beside the other figures in this file: Lily Tong, "a director of measurement at Amazon Ads", quoted by Digiday ("What we actually find is that roughly 20% of the sales value for a brand shows up over time and isn't captured in that immediate attribution window because that's just a cutoff date for measurement"; Seb Joseph, "Amazon wants to own the long game in ad measurement", October 1, 2026, https://digiday.com/media-buying/amazon-wants-to-own-the-long-game-in-ad-measurement/, read 2026-11-09) [opinion, press report of an Amazon statement], states the figure for "a brand", not for Sponsored Products, and next to the long-term-sales measures of §C4; Hershaff's Meridian adstock of about 0.35 per day (§What practitioners add) is one seller's all-ads estimate and decays within days; Ju, Zhao & Aral's app-store effect runs through a store ranking, a different path from adstock. The three Amazon-side figures agree that Sponsored Products' direct effect is short; none measures a rank-mediated organic effect on Amazon. Window design is `method/change-measurement.md`'s, which owns this question; metrics-and-attribution carries Qin as P-30. [seat]
+
+### What the research adds up to [seat]
+
+On search ads generally and on two marketplaces, paid exposure has been measured as substituting for organic sales (eBay brand terms; Moshary's platform; Flipkart electronics), complementing them (Yang & Ghose; Flipkart clothing), and feeding a sales-responsive store ranking (Ju et al.). On brand terms the own ad adds little when no rival bids and protects a lot when rivals would take the slot (Simonov et al.). Observational lift estimates run high against experiments (Gordon et al.; Golden & Horton; Lewis & Rao). On Amazon data, a product's organic rank score moves with its own previous-week sales (Yu, Appendix F.3), which is consistent with, but does not demonstrate, an ad-sales-to-rank path. None of these studies is a seller's Sponsored Products on Amazon; the evidence fixes the questions, not the answers. Two audits of Amazon's own result pages (Rock et al.; Farronato et al.) measure that a sponsored listing sits several to seventeen places above where the same product sits organically, so on a single page view the ad buys position the organic listing does not have. A randomised disclosure experiment (Sahni & Nair) found an ad's incremental effect arriving mostly through the advertiser's organic listing, a path click attribution does not credit. Amazon's own published time-series estimate (Qin) finds little Sponsored Products carry-over past three weeks. The organic outcome most readings use, Best Sellers Rank, is a relative, recency-weighted, category-specific rank whose mapping to units is a fitted power law (Chevalier & Goolsbee; Yu).
+
+## Stable enough for a skill
+
+Each item is a fact that held on every page read for it and that a skill can state without carrying a figure. Figures named inside an item are read at run time.
+
+1. **An ad-attributed sale and an ordered sale are different measurements of different events.** Ads count a purchase on the date of the ad interaction, inside a lookback window, in the campaign's time zone, without tax or cart discounts, net of cancellations within 72 hours; the Sales and Traffic report counts ordered product sales as price times units on the period's date. Sources: Ad campaign attribution; Overview of the Reporting v1 API; Dates and historical data retention; sellerSalesAndTrafficReport.json.
+2. **For a seller's Sponsored Products, attributed sales cover the advertised product and any other product the same merchant sells.** v3 splits them as `SameSku` and `OtherSku`; v1 as Promoted and Halo, with `productRelevance.value` and `convertedProduct.id` naming the product bought. Sources: Ad campaign attribution; Reporting columns (version 3); Purchased product reports; Overview of the Reporting v1 API; Product relevance and Converted product dimension pages.
+3. **v1 base conversion metrics include halo.** `metric.purchases` and `metric.sales` are promoted plus halo; the promoted-only figure is the `…Promoted` field. A v3-to-v1 migration that maps `sales14d` to `metric.sales` without reading the qualifier changes what is counted. Sources: Overview of the Reporting v1 API; Purchases (v1 metric page); All releases (Stream v2 and Reporting v1 GA).
+4. **Reporting v3 is deprecated on the date on its own banner.** Sources: Purchased product reports; Reporting columns (version 3).
+5. **One conversion is credited to at most one ad interaction across all campaigns and advertisers**, so attributed sales summed over campaigns do not double count within Amazon's attribution, and a sale credited to one campaign is not credited to another. Source: Ad campaign attribution.
+6. **Attributed figures for recent days are incomplete and are restated.** The window has to close and restatements follow. Sources: Ad campaign attribution; Sponsored ads reporting FAQ (version 3); Amazon Ads reporting overview.
+7. **Amazon names TACOS in two library pages as ad spend as a percentage of total sales, and fixes neither field.** No Ads API metric, report column or help page read defines it; which ad products and costs form the numerator, and which sales field (ordered or shipped, gross or net, which marketplaces, which day boundary) forms the denominator, are the reader's choice. Sources: The author's guide to Sponsored Products; Holiday advertising myths: What experts want you to know; Reporting columns (version 3) and the v1 metric pages (no such field); practitioners (Jungle Scout, Perpetua, Helium 10, PPC Land) agree on the same form.
+8. **No Amazon page read says ad sales are, or are not, an input to organic search rank.** Amazon's own marketing words stop at "can help offers rise through search results" and "improve product visibility". Sources: Amazon SEO blog; Sponsored Products product page; Amazon Science ranking talk; the Seller Forums threads read.
+9. **Search Query Performance counts the ASIN's search-results-page funnel per query and does not split paid from organic.** Source: sellingPartnerSearchQueryPerformanceReport.json. (Amazon's help page saying it includes "organic and Sponsored Products" was not re-opened here; see Unreachable.)
+10. **New-to-brand means no purchase from the brand in the previous 12 months, and Amazon's help page says it is not available for Sponsored Products.** v3 reports it for Sponsored Brands, Display and TV only; the v1 metric page lists Sponsored Products as eligible, so the two Amazon pages differ and a v1 report answers for a given account. Sources: Ad campaign attribution; Sponsored ads new-to-brand metrics; Purchases (new to brand); Reporting columns (version 3).
+11. **Long-term sales are ad-attributed estimates, not measured incremental sales, and exclude Sponsored Products in v1.** Sources: Long-term sales (v1 metric page); All releases (June 5, 2025; September 25, 2026).
+12. **No Amazon page read offers a self-serve incrementality measurement for Sponsored Products.** Brand Lift, a survey study, excludes Sponsored Products in Amazon's words; multi-touch attribution splits credit and is labelled beta, US; AMC's exposed-versus-unexposed split is an observational comparison; MMM supplies data to a model the advertiser runs. Sources: Amazon Brand Lift product page; Brand Lift launch page; Multi-touch attribution launch page; Conversions all table; MMM overview.
+13. **AMC compares ad-exposed and non-exposed conversions and holds the whole Amazon retail purchase record for the advertiser's products**, subject to aggregation floors, UTC by default, with paid-feature tables. Sources: Conversions all table; Amazon Retail Purchases in AMC; Data aggregation thresholds in AMC; AMC data sources overview; Paid features overview.
+14. **Off-Amazon traffic to the listing is measured by Amazon Attribution tags; Brand Referral Bonus pays on that traffic and not on Amazon ads.** Sources: Amazon Attribution API overview; Amazon Attribution product page; Brand Referral Bonus blog.
+15. **Attributed and incremental sales can differ by a large factor, and the sign of paid-on-organic spillover varies with setting and category.** Sources: Blake, Nosko & Tadelis; Moshary; Abhishek, Jerath & Sharma; Ju, Zhao & Aral; Yang & Ghose; Gordon et al. 2019, 2023; Lewis et al. 2025.
+16. **On a brand query, an own ad adds little when no rival bids, and recovers traffic rivals would take when they do.** Sources: Simonov, Nosko & Rao; Simonov & Hill; Blake, Nosko & Tadelis.
+17. **In one marketplace field study, shoppers preferred a top organic listing to a top sponsored listing of the same product, were indifferent lower down, and a seller could still gain by replacing a low organic listing with a top sponsored one.** On Amazon data, sponsored products showed lower average utility than organic ones in similar positions, and poorly ranked organic items appeared as top sponsored results. Sources: Joo, Shi & Abhishek; Yu; Dash et al.
+18. **A vendor's total-sales side is Vendor Retail Analytics, not Sales and Traffic.** `GET_VENDOR_SALES_REPORT` gives `orderedRevenue` and `orderedUnits` (only under `distributorView` `MANUFACTURING`), `shippedRevenue`, `shippedCogs`, `shippedUnits` and `customerReturns`, aggregate and by ASIN; `MANUFACTURING` covers ASINs the vendor manufactures whoever sourced them, `SOURCING` the ASINs the vendor group sourced; all Vendor Retail Analytics data is in PST whatever the marketplace. Sources: Analytics Reports (SP-API); vendorSalesReport.json; vendorTrafficReport.json; vendorInventoryReport.json.
+19. **AMC's Amazon Retail Purchases matches Business Reports "By ASIN Detail" for sellers and Retail Analytics Sales with Distributor View = Manufacturing for vendors.** Source: Amazon Retail Purchases in AMC.
+20. **No Amazon API or report returns a product's organic search position.** Amazon exposes Best Sellers Rank (Catalog Items `salesRanks`), advertisers' paid impression share and rank per search term (`metric.impressionShare`, `metric.impressionShareRank`), and search-funnel shares (SQP, Search Catalog Performance, Top Search Terms), none of which is a position. Sources: catalogItems_2022-04-01.json; Search (Impression share); sellingPartnerSearchQueryPerformanceReport.json; sellingPartnerSearchCatalogPerformanceReport.json; sellingPartnerSearchTermsReport.json.
+21. **Search Catalog Performance counts sponsored results in its impressions.** Its `impressionCount` "Impressions include sponsored search results"; it, like SQP, has no field that separates paid from organic. Source: sellingPartnerSearchCatalogPerformanceReport.json.
+22. **Third-party rank trackers sample one search context per check, at a cadence and depth they choose; Helium 10 and SmartScout say the rank seen varies with location (and, for Helium 10, browser, time and login state).** Sources: Helium 10 Keyword Tracker blog and masterclass; DataDive, Jungle Scout and Scale Insights help pages; SmartScout Keyword Ranking Map.
+23. **Best Sellers Rank is relative to a category's other products, is "generally believed" (Yu) to weight recent sales more, and maps to units by a fitted power law.** A product's rank can move with no change in its own sales. Sources: Chevalier & Goolsbee 2003; Yu (Appendix B.2); Catalog Items `ItemClassificationSalesRank`.
+24. **On Amazon's search pages, sponsorship places a product well above its own organic position.** Sources: Rock, Strauss, O'Reilly & Mazzucato 2024 (median 17 ranks above its organic duplicate, 2023 data); Farronato, Fradkin & MacKay 2023 (7 positions on average).
+25. **Amazon's own published estimate finds little Sponsored Products carry-over past three weeks.** Source: Qin 2023 (Amazon Ads author).
+26. **The AMC instructional-query library is in the AMC console; the IQ names Amazon publishes outside it are few and named on the playbook and release-note pages.** Sources: Manage a workflow; Working with AMC sandbox; Customer journey analytics and Customer long-term value playbooks; All releases.
+
+## What cx must read at run time
+
+A skill reads these; it does not carry their values.
+
+**Ads side (cx's door, `cx raw amazon-ads`):**
+- `GET /v2/profiles`: `profileId`, `countryCode`, `currencyCode`, `timezone`, `accountInfo.type` (seller or vendor) for each profile. The type sets the Sponsored Products window and halo scope (§A2); the time zone sets the ads day; the country code picks the SP-API marketplace to join. (Retrieve profiles; the plugin's `references/door.md`.)
+- v1 reports (`POST /adsApi/v1/create/reports`, then `POST /adsApi/v1/retrieve/reports`). Conversions by product: dimensions `date.value`, `timeZone.value`, `campaign.id`, `advertisedProduct.id` (which requires `advertisedProductMarketplace.value`), `convertedProduct.id` (which requires `convertedProductMarketplace.value`), `productRelevance.value`, `budgetCurrency.value` (required by `metric.sales`), and metrics `metric.sales`, `metric.salesPromoted`, `metric.salesHalo`, `metric.purchases`, `metric.unitsSold` and their promoted/halo variants. Cost goes in a separate report: the Costs page lists `metric.totalCost` ("The total amount spent on running the campaign", requires `budgetCurrency.value`) with `convertedProduct`, `convertedProductMarketplace` and `productRelevance` among its "Incompatible dimensions" (Costs (Costs and fees), https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/ads-v1/metrics/costs-and-fees/costs.md, read 2026-11-09). Each field's required and incompatible lists are read from the metric and dimension pages and the create call's answer at run time, not from this file. Until v1 serves an account, the v3 `spAdvertisedProduct` and `spPurchasedProduct` reports carry the same split as `SameSku`/`OtherSku` and `advertisedAsin`/`purchasedAsin`.
+- The current attribution windows, the restatement schedule and the retention for the dimension in use: Ad campaign attribution; Sponsored ads reporting FAQ; Dates and historical data retention.
+- The release notes, for definition changes inside the reading's date range (for example the AMC new-to-brand change of November 2, 2026, and the January 1, 2026 view-attribution change).
+- Whether multi-touch, new-to-brand or long-term-sales fields return values for this account: read from the report, not assumed from the eligibility list.
+- Whether the advertiser has an AMC instance and which tables are on (paid features, the no-cost period's end).
+
+**Seller side (SP-API; a separate door from the Ads API, used by the listing playbook's research):**
+- `GET_SALES_AND_TRAFFIC_REPORT` with `dateGranularity` `DAY` and `asinGranularity` `CHILD` or `SKU`, one marketplace per report: `orderedProductSales`, `unitsOrdered`, `sessions`, `buyBoxPercentage`, and B2B fields where populated.
+- Or `getOrderMetrics` with `granularity=Day` and `granularityTimeZone` equal to the ads profile's `timezone`, per `asin` or `sku`, for a day boundary that matches the ads side.
+- Or Data Kiosk Economics, which returns ad charges by type beside sales per MSKU and day.
+- The SQP report for the brand's ASINs (Brand Registry and Brand Analytics access are preconditions the report call answers).
+- `GET_BRAND_ANALYTICS_SEARCH_CATALOG_PERFORMANCE_REPORT` (`reportPeriod` `WEEK`/`MONTH`/`QUARTER`, `asins` optional, one marketplace): `impressionData.impressionCount`, `clickData.clickCount`, `cartAddData.cartAddCount`, `purchaseData.purchaseCount`, `purchaseData.searchTrafficSales` per ASIN, all search queries together, sponsored results included.
+- `GET_BRAND_ANALYTICS_SEARCH_TERMS_REPORT` (`reportPeriod` `DAY`/`WEEK`/`MONTH`/`QUARTER`): `searchTerm`, `searchFrequencyRank`, `clickedAsin`, `clickShareRank`, `clickShare`, `conversionShare` by `departmentName`.
+- Catalog Items `getCatalogItem` with `includedData=salesRanks`: `classificationRanks[].rank` and `displayGroupRanks[].rank` (Best Sellers Rank now, not history).
+
+**Vendor side (SP-API Reports, vendor authorisation, the Brand Analytics role):**
+- `GET_VENDOR_SALES_REPORT` with `reportOptions` `reportPeriod` (`DAY` … `YEAR`), `distributorView` (`MANUFACTURING` or `SOURCING`) and `sellingProgram` (`RETAIL`, `BUSINESS`, `FRESH`), all required: `salesAggregate` and `salesByAsin` with `orderedRevenue`, `orderedUnits` (populated under `MANUFACTURING` only), `shippedRevenue`, `shippedCogs`, `shippedUnits`, `customerReturns`. Day boundary PST. The lookback, the per-request span and the data-availability lag per `reportPeriod` are on Amazon's Analytics Reports page and are read from it; a request for a period not yet available returns `processingStatus` FATAL.
+- `GET_VENDOR_TRAFFIC_REPORT` (`reportPeriod` only): `glanceViews` aggregate and by ASIN.
+- `GET_VENDOR_INVENTORY_REPORT` (`reportPeriod`, `distributorView`, `sellingProgram` `RETAIL`/`FRESH`): `sellableOnHandInventoryUnits`, `procurableProductOutOfStockRate`, `openPurchaseOrderUnits`, `unfilledCustomerOrderedUnits`, for the stock context of an organic reading.
+- Hourly, recent: `GET_VENDOR_REAL_TIME_SALES_REPORT` (ordered units can be negative in an hour with cancellations).
+- Which `distributorView` the vendor's ads cover: the brand's ASINs on the ads side are Amazon's retail sales of those ASINs (§A2), and AMC's ARP matches the `MANUFACTURING` view (§D11).
+
+**Organic-position series (third party; no Amazon read exists, §E7):** a rank tracker's export (Helium 10, DataDive, Jungle Scout, SmartScout, Scale Insights), with its check time, depth limit and sampling location where the vendor states them; Keepa's `salesRanks` history by category id and `monthlySold`/`monthlySoldHistory` (a floor bucket, `lastSoldUpdate` for its age).
+
+**AMC instructional queries:** the library is read in the AMC console (Use Cases tab); its current names and SQL are not on public pages beyond those listed in §G7.
+
+**Context that moves organic sales independently of ads (read for the same dates):** the product's price and deal history, stock status, Featured Offer share, review count, and whether competitors' listings or ads changed. Amazon-side reads for these belong to the listing playbook and `areas/seasons-and-deals.md`; a third-party history source such as Keepa exposes a sales-rank history and a "bought past month" figure, which Keepa's own documentation calls "the bought past month metric found on Amazon search result pages. It is not an estimate." [vendor doc] (Keepa API backend `Product.java`, https://github.com/keepacom/api_backend/blob/master/src/main/java/com/keepa/api/backend/structs/Product.java, read 2026-11-09). Whether cx has such a source is outside this file.
+
+## Pages read
+
+| Page name | URL | Type | Date read | What it gave |
+|---|---|---|---|---|
+| Ad campaign attribution | https://advertising.amazon.com/help/GX7KDKHMWQYMJ385 | official help | 2026-11-09 | Windows, eligible products, ranking, differences from retail sales, NTB definition |
+| Overview of the Reporting v1 API | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/ads-v1/overview.md | official API doc | 2026-11-09 | Promoted/Halo, traffic date, windows, concurrency wording |
+| Dates and historical data retention | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/ads-v1/dates.md | official API doc | 2026-11-09 | Campaign time zone, retention by dimension |
+| Getting started with the Reporting API v1 | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/ads-v1/quickstart.md | official API doc | 2026-11-09 | Request and retrieve shapes, statuses |
+| Purchases (Amazon retail conversions) | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/ads-v1/metrics/amazon-retail-conversions/purchases.md | official API doc | 2026-11-09 | v1 purchase, sales, ROAS, promoted, halo, multi-touch fields |
+| Purchases (new to brand) | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/ads-v1/metrics/amazon-retail-conversions/purchases-new-to-brand.md | official API doc | 2026-11-09 | NTB fields and programs |
+| Long-term sales | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/ads-v1/metrics/amazon-retail-conversions/long-term-sales.md | official API doc | 2026-11-09 | LTS definition and programs (not SP) |
+| Branded searches | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/ads-v1/metrics/amazon-retail-conversions/branded-searches.md | official API doc | 2026-11-09 | Branded search metric and programs |
+| Purchases (combined) | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/ads-v1/metrics/combined-conversions/purchases-combined.md | official API doc | 2026-11-09 | On- and off-Amazon purchases |
+| Purchases (all views) | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/ads-v1/metrics/amazon-retail-conversions/purchases-all-views.md | official API doc | 2026-11-09 | Original all-views model kept "for comparison with the updated attribution model" |
+| Product relevance (dimension) | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/ads-v1/dimensions/product/product-relevance.md | official API doc | 2026-11-09 | Promoted vs halo dimension |
+| Converted product (dimension) | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/ads-v1/dimensions/product/converted-product.md | official API doc | 2026-11-09 | `convertedProduct.*`, v3 name `purchasedAsin` |
+| Advertised product (dimension) | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/ads-v1/dimensions/product/advertised-product.md | official API doc | 2026-11-09 | `advertisedProduct.*` |
+| Advertised product SKU (dimension) | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/ads-v1/dimensions/product/advertised-product-sku.md | official API doc | 2026-11-09 | `advertisedProductSku.value` |
+| Placement classification (dimension) | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/ads-v1/dimensions/supply/placement-classification.md | official API doc | 2026-11-09 | Placement categories |
+| Site or app (dimension) | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/ads-v1/dimensions/supply/site-or-app.md | official API doc | 2026-11-09 | `siteApp.value`, v3 `Retailer` |
+| Migrating from: spPurchasedProduct | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/ads-v1/report-types/sp-purchased-product.md | official API doc | 2026-11-09 | v3→v1 field mapping, `advertisedProduct.sku` spelling |
+| Migrating from: spAdvertisedProduct | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/ads-v1/report-types/sp-advertised-product.md | official API doc | 2026-11-09 | v3→v1 field mapping |
+| Reporting columns (version 3) | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/v3/columns.md | official API doc | 2026-11-09 | SameSku/OtherSku, brand halo, NTB report types, `advertiserTimezone`, LTS v3 |
+| Purchased product reports | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/v3/report-types/purchased-product.md | official API doc | 2026-11-09 | SP/SB/SD purchased product, ranges, retention, deprecation banner |
+| Advertised product reports | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/v3/report-types/advertised-product.md | official API doc | 2026-11-09 | spAdvertisedProduct columns, range, retention |
+| Sponsored ads reporting FAQ (version 3) | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/v3/faq.md | official API doc | 2026-11-09 | Freshness, restatement 1/7/28 days |
+| Amazon Ads reporting overview | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/overview.md | official API doc | 2026-11-09 | Wait and re-retrieve guidance |
+| All releases (release notes) | https://d3a0d0y2hgofx6.cloudfront.net/en-us/release-notes/index.md | official release notes | 2026-11-09 | v1 GA, Stream v2 datasets, LTS, NTB, AMC NTB change, MMM, Alexa+, off-Amazon serving |
+| Costs (Costs and fees) | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/ads-v1/metrics/costs-and-fees/costs.md | official API doc | 2026-11-09 | `metric.totalCost`, required and incompatible dimensions (added by the verifier) |
+| Retrieve profiles | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/get-started/retrieve-profiles.md | official API doc | 2026-11-09 | Profile `timezone` example |
+| AMC data sources overview | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/amazon-marketing-cloud/datasources/overview.md | official API doc | 2026-11-09 | UTC default, `timeWindowTimeZone`, traffic- vs conversion-time tables |
+| Conversions all table | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/amazon-marketing-cloud/datasources/conversions_all_paid.md | official API doc | 2026-11-09 | Exposed vs non-exposed conversions, paid status, no-cost window |
+| Conversions with relevance table | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/amazon-marketing-cloud/datasources/conversions_with_relevance.md | official API doc | 2026-11-09 | `engagement_scope`, `halo_code` values |
+| Amazon Retail Purchases in AMC | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/amazon-marketing-cloud/datasources/amazon_retail_purchase_paid.md | official API doc | 2026-11-09 | All-store purchases, Business Reports match, promotion fields |
+| Paid features overview | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/amazon-marketing-cloud/datasources/paid_features_overview.md | official API doc | 2026-11-09 | Paid features and the 2026 no-cost period |
+| AMC data retention | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/amazon-marketing-cloud/datasources/data-retention.md | official API doc | 2026-11-09 | Backfill from June 2023, up to 5 years |
+| How AMC works | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/amazon-marketing-cloud/how-amc-works.md | official API doc | 2026-11-09 | Instance per advertiser, no raw export |
+| Instant self-service access to AMC | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/amazon-marketing-cloud/get-started/instant-access-to-amc.md | official API doc | 2026-11-09 | Self-service instance "within minutes" |
+| Data aggregation thresholds in AMC | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/amazon-marketing-cloud/aggregation-threshold.md | official API doc | 2026-11-09 | 100-user floor, `user_id` never output |
+| Sponsored ads traffic | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/amazon-marketing-cloud/datasources/sponsored_ads_traffic.md | official API doc | 2026-11-09 | Impression/click records, search term, placement, time zones |
+| Marketing Mix Modeling overview | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/marketing-mix-modeling/overview.md | official API doc | 2026-11-09 | MMM API, NA region, brand groups via onboarding |
+| MMM data feed | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/marketing-mix-modeling/mmm-data-feed.md | official API doc | 2026-11-09 | MEDIA_AND_SALES files, one-week lag, three years |
+| Amazon Attribution API overview | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/amazon-attribution/overview.md | official API doc | 2026-11-09 | Off-Amazon measurement, beta, markets |
+| Get started with the Amazon Attribution API | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/amazon-attribution/get-started.md | official API doc | 2026-11-09 | `AMAZON_ATTRIBUTION` profile subtype |
+| Contracts index | https://d3a0d0y2hgofx6.cloudfront.net/en-us/contracts.json | official API doc | 2026-11-09 | Attribution market list differing from overview |
+| Brand Metrics API open beta overview | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/brand-metrics/overview.md | official API doc | 2026-11-09 | All-engagement brand metrics, markets |
+| Uncover ad value across the funnel with multi-touch attribution | https://advertising.amazon.com/resources/whats-new/uncover-ad-value-across-funnel-with-multi-touch-attribution | official launch page | 2026-11-09 | MTA beta, US, ad products, surfaces |
+| Measure brand marketing impact using Amazon Brand Lift | https://advertising.amazon.com/resources/whats-new/measure-brand-marketing-impact-using-amazon-brand-lift | official launch page | 2026-11-09 | Brand Lift for SB/SD/ST, API paths |
+| View Attribution Updates for Amazon Store ads | https://advertising.amazon.com/resources/whats-new/view-attribution-updates-for-amazon-store-ads | official launch page | 2026-11-09 | January 1, 2026 view-attribution model, campaign types affected, "all views" metrics (added by the verifier) |
+| Amazon Brand Lift | https://advertising.amazon.com/measurement-analytics/brand-lift | official product page | 2026-11-09 | Survey method, exposed vs control, "except for Sponsored Products", markets (added by the verifier) |
+| Amazon Attribution | https://advertising.amazon.com/amazon-attribution | official product page | 2026-11-09 | Free, eligibility, access route |
+| Sponsored Products | https://advertising.amazon.com/solutions/products/sponsored-products | official product page | 2026-11-09 | "improve product visibility", placements |
+| Amazon SEO: 7 ways to improve your product's search rankings | https://sell.amazon.com/blog/amazon-seo | official blog | 2026-11-09 | "can help offers rise through search results"; price, listing quality, account health and rank |
+| Amazon Brand Analytics: Get data to grow your business | https://sell.amazon.com/blog/brand-analytics | official blog | 2026-11-09 | SQP description, data age and lag |
+| Brand Referral Bonus | https://sell.amazon.com/blog/brand-referral-bonus | official blog | 2026-11-09 | Bonus terms, not for Amazon ads |
+| Organic sales by keyword (Seller Forums) | https://sellercentral.amazon.com/seller-forums/discussions/t/78abcfc0-d4c4-4cbd-ad58-fdb89afeadab | official forum (staff reply) | 2026-11-09 | Staff: no organic-by-keyword tool; seller on SQP |
+| Organic Traffic Acquisition (Seller Forums CA) | https://sellercentral.amazon.ca/seller-forums/discussions/t/d8d86b64-97f0-472d-864c-68cada7a8fbb | official forum (staff reply) | 2026-11-09 | Staff reply silent on ads and rank |
+| Does sponsored brand ad help with sale rank? (Seller Forums) | https://sellercentral.amazon.com/seller-forums/discussions/t/c8f083feab30f40876938f5a24bfb577 | official forum | 2026-11-09 | No staff reply |
+| sellerSalesAndTrafficReport.json | https://github.com/amzn/selling-partner-api-models/blob/main/schemas/reports/sellerSalesAndTrafficReport.json | official SP-API model | 2026-11-09 | Sections, granularity, fields, date rules |
+| analytics_salesAndTraffic_2024_04_24.graphql | https://github.com/amzn/selling-partner-api-models/blob/main/schemas/data-kiosk/analytics_salesAndTraffic_2024_04_24.graphql | official SP-API model | 2026-11-09 | Data Kiosk sales and traffic, trends limits |
+| analytics_economics_2024_03_15.graphql | https://github.com/amzn/selling-partner-api-models/blob/main/schemas/data-kiosk/analytics_economics_2024_03_15.graphql | official SP-API model | 2026-11-09 | Ad charges beside sales per MSKU and day |
+| sales.json (Sales API) | https://github.com/amzn/selling-partner-api-models/blob/main/models/sales-api-model/sales.json | official SP-API model | 2026-11-09 | `getOrderMetrics`, `granularityTimeZone` |
+| sellingPartnerSearchQueryPerformanceReport.json | https://github.com/amzn/selling-partner-api-models/blob/main/schemas/reports/sellingPartnerSearchQueryPerformanceReport.json | official SP-API model | 2026-11-09 | SQP fields and period rules |
+| Amazon Search: The joy of ranking products | https://www.amazon.science/publications/amazon-search-the-joy-of-ranking-products | official (Amazon Science) | 2026-11-09 | Ranking talk abstract, no features named |
+| Semantic Product Search (Nigam et al.) | https://arxiv.org/abs/1907.00937 | research (Amazon authors) | 2026-11-09 | Matching trained on behaviour data |
+| Amazon Ads Multi-Touch Attribution (Lewis et al.) | https://arxiv.org/abs/2508.08209 | research (Amazon authors) | 2026-11-09 | RCT-calibrated MTA, calibration example |
+| Consumer Heterogeneity and Paid Search Effectiveness (Blake, Nosko & Tadelis) | https://www.nber.org/papers/w20171 ; doi 10.3982/ECTA12423 | research | 2026-11-09 | eBay experiments, brand keywords |
+| Competition and Crowd-Out for Brand Keywords (Simonov, Nosko & Rao) | https://doi.org/10.1287/mksc.2017.1065 (abstract via EconPapers) | research | 2026-11-09 | Brand-ad effect, stealing |
+| Competitive Advertising on Brand Search (Simonov & Hill) | https://doi.org/10.1287/mksc.2021.1289 (abstract via EconPapers) | research | 2026-11-09 | Stolen traffic and quick back |
+| The Effects of Search Advertising on Competitors (Golden & Horton) | https://doi.org/10.1287/mnsc.2019.3534 (abstract via EconPapers) | research | 2026-11-09 | Geographic shutoff, 63% |
+| Does Sponsored Search Advertising Augment Organic Search? (Moshary) | https://doi.org/10.1287/mnsc.2024.04792 (abstract via EconPapers) | research | 2026-11-09 | Marketplace ad blocking experiment |
+| Do Sellers Benefit from Sponsored Product Listings? (Joo, Shi & Abhishek) | https://doi.org/10.1287/mksc.2021.0293 (abstract via EconPapers) | research | 2026-11-09 | Organic vs sponsored slot preference |
+| The Impact of "Retail Media" on Online Marketplaces (Abhishek, Jerath & Sharma) | https://doi.org/10.1287/isre.2022.0188 (abstract via Semantic Scholar/EconPapers) | research | 2026-11-09 | Flipkart experiment, category reversal |
+| Analyzing the Relationship Between Organic and Sponsored Search Advertising (Yang & Ghose) | https://doi.org/10.1287/mksc.1090.0552 (abstract via EconPapers) | research | 2026-11-09 | Positive asymmetric interdependence |
+| Designing an Online Retail Marketplace (Long, Jerath & Sarvary) | https://doi.org/10.1287/mksc.2021.1307 (abstract via EconPapers) | research | 2026-11-09 | Strategic listing theory |
+| Advertising Spillovers in Mobile Apps (Ju, Zhao & Aral) | https://arxiv.org/abs/2504.16151 | research (preprint) | 2026-11-09 | Shutoff, rank-mediated organic installs |
+| Sponsored is the New Organic (Dash et al.) | https://arxiv.org/abs/2407.19099 | research | 2026-11-09 | Amazon search audit |
+| The Welfare Effects of Sponsored Product Advertising (Yu) | https://www.aeaweb.org/conference/2025/program/paper/DZB5DaZy | research (working paper PDF) | 2026-11-09 | Amazon scrape, position effect, sponsored prices |
+| The Power of Rankings (Ursu) | https://doi.org/10.1287/mksc.2017.1072 (abstract via EconPapers) | research | 2026-11-09 | Expedia randomised rankings |
+| A Comparison of Approaches to Advertising Measurement (Gordon et al. 2019) | https://doi.org/10.1287/mksc.2018.1135 (abstract via EconPapers) | research | 2026-11-09 | Observational vs RCT |
+| Close Enough? (Gordon, Moakler & Zettelmeyer 2023) | https://doi.org/10.1287/mksc.2022.1413 (abstract via EconPapers) | research | 2026-11-09 | 663 experiments, bias by funnel |
+| Predicted Incrementality by Experimentation (Gordon, Moakler & Zettelmeyer) | https://arxiv.org/abs/2304.06828 | research | 2026-11-09 | R² vs last-click |
+| Incrementality Bidding and Attribution (Lewis & Wong) | https://arxiv.org/abs/2208.12809 | research | 2026-11-09 | Definition of incrementality |
+| Lewis & Rao 2015; Johnson, Lewis & Nubbemeyer 2017; Sahni 2016 | Crossref records for doi 10.1093/qje/qjv023, 10.1509/jmr.15.0297, 10.1509/jmr.14.0274 | research (abstracts) | 2026-11-09 | Abstracts, served by Crossref to the verifier |
+| Amazon wants to own the long game in ad measurement (Digiday) | https://digiday.com/media-buying/amazon-wants-to-own-the-long-game-in-ad-measurement/ | trade press quoting Amazon staff | 2026-11-09 | Amazon Ads' ~20% of sales value after the window (added by the verifier) |
+| Amazon Search Query Performance Dashboard (Ad Badger) | https://www.adbadger.com/blog/amazon-search-query-performance-dashboard/ | practitioner (tool vendor) | 2026-11-09 | SQP as paid plus organic (added by the verifier) |
+| What Is Amazon TACoS? (Jungle Scout) | https://www.junglescout.com/blog/amazon-tacos/ | practitioner | 2026-11-09 | TACoS formula, rank claim |
+| Amazon Total ACoS (TACoS) (Perpetua) | https://perpetua.io/blog-amazon-tacos | practitioner (tool vendor) | 2026-11-09 | TACoS formula, margin rule |
+| How to identify incremental opportunities on Amazon (Perpetua) | https://perpetua.io/blog-incrementality-amazon-ads-optimization-strategies/ | practitioner (tool vendor) | 2026-11-09 | Brand-term cannibalisation view |
+| Why does your Amazon ACoS look great but you're still losing money? (Helium 10) | https://www.helium10.com/blog/why-does-your-amazon-acos-look-great-but-youre-still-losing-money/ | practitioner (tool vendor) | 2026-11-09 | TACoS bands |
+| TACoS (PPC Land) | https://ppc.land/tacos/ | practitioner (trade press) | 2026-11-09 | Critique of TACoS |
+| Does Amazon PPC Sales Cannibalize your Organic Sales? (m19) | https://www.m19.com/blog/does-amazon-ppc-sales-really-cannibalize-your-organic-sales | practitioner (tool vendor) | 2026-11-09 | "most of the time" not cannibalised |
+| Amazon Is Burying Organic Search Results (Marketplace Pulse) | https://www.marketplacepulse.com/articles/amazon-is-burying-organic-search-results | practitioner (trade press) | 2026-11-09 | Sponsored share of first results, 2022 |
+| Amazon Ads Boost Marketplace Search Rankings (Practical Ecommerce) | https://www.practicalecommerce.com/amazon-ads-boost-marketplace-search-rankings | practitioner (trade press) | 2026-11-09 | Agency claim ads raise organic rank |
+| Sponsored Products & Amazon Organic Rank (Tinuiti) | https://tinuiti.com/blog/amazon/sponsored-products-amazon-organic-rank/ | practitioner (agency) | 2026-11-09 | Claim without test |
+| Unlocking incrementality on Amazon with AMC via Skai | https://skai.io/blog/unlocking-incrementality-on-amazon-with-amazon-marketing-cloud-via-skai/ | practitioner (tool vendor) | 2026-11-09 | Path-to-purchase as "incrementality" |
+| The brand guide to incrementality (Intentwise webinar) | https://www.intentwise.com/webinars/the-brand-guide-to-incrementality-boost-profits-with-amc-and-brand-analytics | practitioner (tool vendor) | 2026-11-09 | Spend vs purchase share method |
+| Estimating Amazon Ad Incrementality for Sellers (Hershaff) | https://whatstheimpact.substack.com/p/estimating-amazon-ad-incrementality | practitioner (seller-analyst) | 2026-11-09 | Daily switchback plus MMM |
+| Keepa API backend Product.java | https://github.com/keepacom/api_backend/blob/master/src/main/java/com/keepa/api/backend/structs/Product.java | vendor doc | 2026-11-09 | Sales-rank history, "bought past month" field |
+| Sponsored ads new-to-brand metrics (help) | https://advertising.amazon.com/help/G5EWB37XK4RS4J4T | official help | 2026-11-09 | "New-to-brand data isn't available for Sponsored Products"; NTB start dates and metric list (gap fill) |
+| The author's guide to Sponsored Products | https://advertising.amazon.com/library/guides/authors-guide-to-sponsored-products | official library guide | 2026-11-09 | "TACOS shows your ad spend as a percentage of total sales" (gap fill) |
+| Holiday advertising myths: What experts want you to know | https://advertising.amazon.com/library/guides/common-holiday-advertising-myths | official library guide | 2026-11-09 | TACOS as total sales "(organic and paid)" against ad spend; Mellott quote (gap fill) |
+| Analytics Reports (SP-API report type values) | https://developer-docs.amazon.com/sp-api/docs/report-type-values-analytics.md | official SP-API doc | 2026-11-09 | Vendor Retail Analytics reports, `distributorView`, PST note, lags; Search Catalog Performance and Search Terms descriptions; no S&T time zone (gap fill) |
+| vendorSalesReport.json | https://github.com/amzn/selling-partner-api-models/blob/main/schemas/reports/vendorSalesReport.json | official SP-API model | 2026-11-09 | Ordered vs shipped revenue, shipped COGS, `distributorView` enum (gap fill) |
+| vendorTrafficReport.json | https://github.com/amzn/selling-partner-api-models/blob/main/schemas/reports/vendorTrafficReport.json | official SP-API model | 2026-11-09 | `glanceViews` (gap fill) |
+| vendorInventoryReport.json | https://github.com/amzn/selling-partner-api-models/blob/main/schemas/reports/vendorInventoryReport.json | official SP-API model | 2026-11-09 | Sellable on-hand, out-of-stock rate definitions (gap fill) |
+| sellingPartnerSearchCatalogPerformanceReport.json | https://github.com/amzn/selling-partner-api-models/blob/main/schemas/reports/sellingPartnerSearchCatalogPerformanceReport.json | official SP-API model | 2026-11-09 | "Impressions include sponsored search results"; per-ASIN search funnel (gap fill) |
+| sellingPartnerSearchTermsReport.json | https://github.com/amzn/selling-partner-api-models/blob/main/schemas/reports/sellingPartnerSearchTermsReport.json | official SP-API model | 2026-11-09 | `clickShare`, `clickShareRank`, `conversionShare` (gap fill) |
+| catalogItems_2022-04-01.json | https://github.com/amzn/selling-partner-api-models/blob/main/models/catalog-items-api-model/catalogItems_2022-04-01.json | official SP-API model | 2026-11-09 | `salesRanks` (BSR) definitions; `includedData` enum (gap fill) |
+| Search (Impression share), v1 metric page | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/ads-v1/metrics/impression-share/search.md | official API doc | 2026-11-09 | `metric.impressionShareRank`, `metric.impressionShare`, v3 name "Search Term Impression Rank" (gap fill) |
+| Advertising console vs. API reports | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/reporting/v2/advertising-console.md | official API doc | 2026-11-09 | Search Term Impression Share console report not in the v2/v3 API (gap fill) |
+| Measurement OpenAPI model ("Amazon DSP measurement") | https://d1y2lf8k3vrkfu.cloudfront.net/openapi/en-us/dest/Measurement_prod_3p.json | official OpenAPI model | 2026-11-09 | Brand Lift paths and operation ids (contradiction 3) |
+| Docs table of contents and search index | https://d3a0d0y2hgofx6.cloudfront.net/en-us/toc2.json ; https://d3a0d0y2hgofx6.cloudfront.net/en-us/searchIndex.json | official API doc index | 2026-11-09 | Located every public mention of "instructional quer" (gap fill) |
+| Manage a workflow (AMC) | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/amazon-marketing-cloud/reporting/create-workflow.md | official API doc | 2026-11-09 | Use Case library holds IQs, console only (gap fill) |
+| Working with AMC sandbox | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/amazon-marketing-cloud/amc-sandbox.md | official API doc | 2026-11-09 | "Instructional query library (IQL)" console link (gap fill) |
+| Customer journey analytics (AMC playbook) | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/amazon-marketing-cloud/playbooks/CJA.md | official API doc | 2026-11-09 | IQs "Path to conversion by campaign group/category", tables, NTB columns (gap fill) |
+| Customer long-term value (AMC playbook) | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/amazon-marketing-cloud/playbooks/CLTV.md | official API doc | 2026-11-09 | IQ "Customer Value - Average Spending by Exposure Group"; `conversions_non_ad_attributed` (gap fill) |
+| AMC lookalike audiences for promotional events (playbook) | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/amazon-marketing-cloud/playbooks/promotional_events.md | official API doc | 2026-11-09 | "Tentpole Phase Overlap" IQ (gap fill) |
+| Traffic events API data sources | https://d3a0d0y2hgofx6.cloudfront.net/en-us/guides/traffic-events/data-sources.md | official API doc | 2026-11-09 | IQ "How to query Sponsored Display traffic" (gap fill) |
+| Sponsored Brands signals now available in AMC | https://advertising.amazon.com/resources/whats-new/sponsored-brands-signals-amazon-marketing-cloud | official launch page | 2026-11-09 | Companion IQs, uses incl. path to conversion (gap fill) |
+| Lengthen your attribution window (Qin 2023) | https://cdn.amazon.science/79/6e/915822bb4663a28c97c869a75931/lengthen-your-attribution-window-which-digital-ads-have-most-long-term-impact.pdf | research (Amazon author) | 2026-11-09 | SP carry-over within three weeks (contradiction 5) |
+| FTC v. Amazon, complaint, Document 114 (public redacted, Nov 2, 2023) | https://assets.aboutamazon.com/c9/dd/a30f44df404082b589db38d147de/2023-11-02-23-dkt-114-redacted-public-complaint-ftc-v-amazon.pdf | allegation (court filing) | 2026-11-09 | ¶¶230–238 on ad load, "defects", relevance (gap fill) |
+| US v Amazon: Important legal documents (Amazon) | https://www.aboutamazon.com/news/policy-news-views/amazon-ftc-important-legal-filings | official (Amazon) | 2026-11-09 | Index of filings incl. Doc. 114 and Amazon's motions (gap fill) |
+| FTC v. Amazon, complaint, Document 1 (NY AG copy) | https://ag.ny.gov/sites/default/files/court-filings/ftc-v.-amazon-complaint.pdf | allegation (court filing) | 2026-11-09 | Original, more redacted (gap fill) |
+| Amazon loses bid to delay FTC antitrust trial (PYMNTS) | https://pymnts.com/cpi-posts/amazon-loses-bid-to-delay-ftc-antitrust-trial-as-california-case-looms | trade press | 2026-11-09 | Trial kept on March 29, 2027 (gap fill) |
+| Behind the Clicks (Rock, Strauss, O'Reilly & Mazzucato), IIPP WP 2023/11 | https://discovery.ucl.ac.uk/id/eprint/10196133/1/Mazzucato_rock_r._strauss_i._oreilly_t._and_mazzucato_m._2023._behind_the_clicks_-_can_amazon_allocate_user_attention_as_it_pleases.pdf ; doi 10.1016/j.infoecopol.2024.101115 (abstract via OpenAlex) | research | 2026-11-09 | Median ad 17 ranks above its organic duplicate; satisficing (gap fill) |
+| Self-Preferencing at Amazon (Farronato, Fradkin & MacKay) | https://www.nber.org/system/files/working_papers/w30894/w30894.pdf ; doi 10.1257/pandp.20231068 | research | 2026-11-09 | Sponsored +7 positions; 72.1% stay on page 1 (gap fill) |
+| A Framework for Detection, Measurement, and Welfare Analysis of Platform Bias (Reimers & Waldfogel) | https://www.nber.org/system/files/working_papers/w31766/w31766.pdf | research | 2026-11-09 | Bias tests; Kindle Daily Deal application (gap fill) |
+| Sponsorship Disclosure and Consumer Deception (Sahni & Nair) | https://econpapers.repec.org/article/inmormksc/v_3a39_3ay_3a2020_3ai_3a1_3ap_3a5-32.htm ; doi 10.1287/mksc.2018.1125 | research (abstract) | 2026-11-09 | Ad effect through later organic clicks (gap fill) |
+| Measuring Prices and Price Competition Online (Chevalier & Goolsbee) | https://www.nber.org/system/files/working_papers/w9085/w9085.pdf ; doi 10.1023/A:1024634613982 | research | 2026-11-09 | Pareto rank-to-sales, θ 0.9–1.3 (gap fill) |
+| Consumer Surplus in the Digital Economy (Brynjolfsson, Hu & Smith) | doi 10.1287/mnsc.49.11.1580.20580 (abstract via Crossref, Semantic Scholar) | research (abstract) | 2026-11-09 | Abstract only; method not reached (gap fill) |
+| Level-Up on Amazon with Helium 10's Keyword Tracker | https://www.helium10.com/blog/level-up-with-helium10s-keyword-tracker/ | practitioner (tool vendor) | 2026-11-09 | Daily/hourly checks, location and login effects (gap fill) |
+| #621 Amazon Keyword Tracking Masterclass (Helium 10) | https://www.helium10.com/podcast/amazon-keyword-tracking-masterclass/ | practitioner (tool vendor) | 2026-11-09 | 306-rank depth; sampling noise (gap fill) |
+| DataDive help: Rank Radar; PPC & SQP Data; Impression Share and Rank | https://support.datadive.tools/hc/en-us/articles/34689663975705-Rank-Radar (and the two articles cited in the text; read through the help centre's public article JSON) | practitioner (tool vendor) | 2026-11-09 | Daily cadence; variation tracking; IR is SP impression rank (gap fill) |
+| Jungle Scout support: Keyword Rank information; Adding Products in the Rank Tracker | https://support.junglescout.com/hc/en-us/articles/360050911674-Keyword-Rank-information | practitioner (tool vendor) | 2026-11-09 | Organic/sponsored/overall rank; "Last Checked" (gap fill) |
+| Keyword rank tracking (Jungle Scout blog) | https://www.junglescout.com/blog/keyword-rank-tracking/ | practitioner (tool vendor) | 2026-11-09 | Top 10/top 50 organic counts (gap fill) |
+| Keyword Ranking Map; Rank Maker (SmartScout) | https://www.smartscout.com/features/keyword-ranking-map ; https://www.smartscout.com/features/rank-maker | practitioner (tool vendor) | 2026-11-09 | Per-state sampled rank and zip code (gap fill) |
+| How Keyword Ranking Works (Scale Insights) | https://docs.scaleinsights.com/docs/how-keyword-ranking-works.md | practitioner (tool vendor) | 2026-11-09 | Organic and ads rank, child-ASIN level (gap fill) |
+| 'Bought in Last Month' fields (PMG) | https://www.pmg.com/insights-and-news/amazon-serp-bought-in-last-tags | practitioner (agency) | 2026-11-09 | Bucket ranges and accuracy check (gap fill) |
+| Amazon Made Sales Data Public (Marketplace Pulse) | https://www.marketplacepulse.com/articles/amazon-made-sales-data-public | practitioner (trade press) | 2026-11-09 | Rounding and cap of the bought-past-month label (gap fill) |
+| The AMC Query Library (Adlabs) | https://adlabs.app/guides/amc-query-library/ | practitioner (tool vendor) | 2026-11-09 | Vendor-named organic-vs-paid queries (gap fill) |
+| How to Use Flexible Shopping Insights in AMC (Tinuiti) | https://tinuiti.com/blog/amazon/flexible-shopping-insights-amc/ | practitioner (agency) | 2026-11-09 | FSI as paid add-on with organic events (gap fill) |
+| Amazon wants to own the long game in ad measurement (Digiday) | https://digiday.com/media-buying/amazon-wants-to-own-the-long-game-in-ad-measurement/ | trade press (Amazon staff quoted) | 2026-11-09 | Lily Tong's "roughly 20%" after the attribution window (contradiction 5) |
+| Amazon Advertising Incrementality with AMC (Nakoa Digital) | https://www.nakoa.digital/en/journal-incrementality-amazon-marketing-cloud.html | practitioner (agency) | 2026-11-09 | Comparison design carries the claim (gap fill) |
+
+Also read, not public pages: the `cx-amazon-ads` plugin's `skills/amazon-ads/SKILL.md` and `references/door.md` (the door and its origins), and the listing playbook's `research/angles/paid-keywords.md`, `method/report-lifecycle.md`, `method/own-traffic-funnel.md` and `method/help-page-access.md`, used only as leads; every claim taken from them here was re-opened, or is marked as not re-opened. For the gap fill of 2026-11-09 the sibling research files `beyond/goals-and-economics.md`, `beyond/metrics-and-attribution.md`, `method/change-measurement.md`, `method/reporting.md`, `areas/seasons-and-deals.md` and `areas/search-terms-and-negatives.md` were read as leads; every Amazon page and paper they pointed to was re-opened here.
+
+**Unreachable or not re-opened**
+
+- Brand Analytics Search Query Performance help page (help topic G8J4CB5ZBF3NX7TP): a plain GET returns the Seller Central help hub's JavaScript shell without the text; the hub's content call is outside this seat's limits; the archive.org snapshot listed for 2026-07-03 did not answer. Its paid-plus-organic sentence is cited from the prior file only (§E2).
+- Sales rank help page (G202059240): same help-hub shell; not relied on (§F5).
+- Amazon Ads library research pages `library/research/sponsored-display-help-improve-campaign-performance` and `library/research/long-term-benefits-display-sponsored-ads`: both redirect to the library index.
+- `advertising.amazon.com/library/guides/incrementality`, `advertising.amazon.com/solutions/products/amazon-brand-lift`, `advertising.amazon.com/library/guides/amazon-seo`, `sell.amazon.com/brand-registry/brand-referral-bonus`: 404 from this seat.
+- Amazon Science PDF "Causal impact of digital display ads on advertiser performance" (cdn.amazon.science): downloaded, but its text is font-encoded and could not be extracted.
+- Abstracts of Lewis & Rao (2015), Johnson, Lewis & Nubbemeyer (2017) and Sahni (2016): not served to this seat by Crossref or Semantic Scholar; metadata only, no claim taken.
+- Perpetua's SQP article (2024-10-16) and the GitHub issue on the Sales and Traffic time zone (`amzn/selling-partner-api-models` issue 5209): cited by the prior research, not re-opened here; no claim rests on them.
+- Vendor search summaries (feedvisor, eva.guru, neato) saying AMC became free for all sponsored ads advertisers in September 2025: the availability half is Amazon's own (release note of September 16, 2025, "Amazon Marketing Cloud now available to all advertisers running sponsored ads campaigns", §G3); no Amazon page read says the access is free; the paid tables have a 2026 no-cost window (§G3).
+- Strauss, O'Reilly & Mazzucato's 2023 IIPP working paper "Amazon's Algorithmic Rents: The economics of information on Amazon": the UCL PDF (ucl.ac.uk/bartlett/public-purpose/…/amazons_algorithmic_rents-_the_economics_of_information_on_amazon_final.pdf) and its UCL Discovery record returned HTTP 403 to a plain GET; no claim is taken from it. Its sibling "Behind the Clicks" (Rock, Strauss, O'Reilly & Mazzucato, IIPP WP 2023/11, which cites "Amazon's Algorithmic Rents" as IIPP WP 2023-12) opened on UCL Discovery on 2026-11-09 and states the median-17 figure PPC Land quotes (§Published research, audits); whether "Algorithmic Rents" also states it, and the "additional fee levied on merchants" phrase PPC Land quotes (not in "Behind the Clicks"), stayed unchecked.
+- The archive.org snapshot of the SQP help page (20260703075713): the request timed out again from the verifier seat on 2026-11-09.
+- Gap fill, 2026-11-09:
+  - Brynjolfsson, Hu & Smith (2003) full text: MIT DSpace (`dspace.mit.edu/bitstreams/72cc032c-…/download`) answered HTTP 429 twice; the older bitstream path returned 404; the SciSpace copy returned an empty 202. Only the abstract was read; no rank-to-quantity slope is taken from it.
+  - Sahni & Nair (2020) full text: SSRN abstract page HTTP 403; the journal version is closed access. The EconPapers abstract was read.
+  - Rock et al. (2024) journal version on ScienceDirect: HTTP 403; the IIPP working-paper version on UCL Discovery was read instead, and the journal abstract via OpenAlex.
+  - FTC complaint on ftc.gov (`1910129AmazoneCommerceComplaintPublic.pdf`, `1910134amazonecommercecomplaintrevisedredactions.pdf`, the case page): HTTP 404 from this seat; the Massachusetts copy HTTP 403. Read through Amazon's and the New York Attorney General's copies (Pages read).
+  - Helium 10 knowledge base (kb.helium10.com): Cloudflare challenge, then HTTP 403. The Helium 10 blog and podcast pages were read instead.
+  - AMC Instructional Query Library and Use Case library (`advertising.amazon.com/marketing-cloud/instructional-queries/…`): AMC sign-in required; not opened (§G7).
+  - A SmartScout help centre (`help.smartscout.com`) did not resolve; SmartScout's feature pages were read.
+
+## Open questions
+
+1. **Does a Sponsored Products row in Reporting v1 return non-zero new-to-brand values?** Amazon's new-to-brand help page says "New-to-brand data isn't available for Sponsored Products" and v3 has no `sp*` NTB column; v1's NTB page lists Sponsored Products as eligible. The pages differ; one v1 report with `adProduct.value` = Sponsored Products answers it for an account.
+2. **What time zone is a Sales and Traffic report day?** The schema does not say. `getOrderMetrics` with `granularityTimeZone` avoids the question; whether S&T days match profile-time-zone days is testable by comparing the two on the same account.
+3. **Does SQP's ASIN funnel count sponsored impressions, clicks and purchases?** Amazon's help page said so (captured 2026-10-14, not re-opened); the schema is silent. A re-read of the help page through a permitted route would settle the wording; no Amazon surface read gives the paid share of an SQP row.
+4. **Is v1 report concurrency per client ID or per advertiser?** The v1 overview and the GA release note differ (§J1).
+5. **Which markets does Amazon Attribution serve?** The overview and the OpenAPI index differ (§H1).
+6. **Has multi-touch attribution left beta, and outside the US?** No release note found; v1 carries the fields with program eligibility "N/A".
+7. **Does the AMC no-cost period for `conversions_all` and ARP apply to a self-service seller instance, and what happens to queries after December 31, 2026?** The pages state the window "in every region where it is available"; the post-period price is on the Amazon Insights subscription, not on the pages read.
+8. **Does a Sponsored Products seller's halo (any product the merchant sells) appear in v1 as `productRelevance.value = halo`, or only brand-related products?** The help page's seller rule is merchant-wide; v1's halo definition is "highly relevant products … defined by the expansion rules of each campaign". Answered by a v1 report with `convertedProduct.brand` on a multi-brand seller.
+9. **Is an ad-attributed purchase treated like any other purchase in Amazon's organic ranking inputs?** No Amazon page read answers it (§F5); it may not be answerable from public sources.
+10. **Which Brand Lift paths serve sponsored-ads studies?** The launch page names `/measurementStudies/brandLift…`; the only OpenAPI model found names `/dsp/measurement/studies/brandLift` and `/measurement/studies/brandLift/{studyId}/result`, authorised by DSP account ids (§G2). Owner: `method/change-measurement.md`.
+11. **Does any v3 report type return multi-touch columns, as the launch page says?** The v3 columns page lists none and the v1 field pages give v3 name "N/A" (§G1a). Owner: `beyond/metrics-and-attribution.md`.
+12. **What does the AMC console's IQ library call its paid-versus-organic and NTB-path queries today, and does `conversions_non_ad_attributed` still exist?** The library is behind sign-in; the CLTV playbook names the table but no data-source page does (§G7).
+13. **How do the rank trackers sample?** None of the five vendors read publishes its sampling location, device and login state together with a validation against Amazon data (§What practitioners add, Rank trackers).
+14. **Which `distributorView` does a vendor's ads attribution correspond to?** The ads side counts Amazon's retail sales of the brand's products (§A2) and AMC's ARP matches `MANUFACTURING` (§D11); no Amazon page read states the ads-side match directly.
+
+## Positions
+
+Each position is a fact, worded as one, with its source in the sections above.
+
+**P-ads-organic-and-total-1.** Amazon credits an ad-attributed purchase to the date of the ad interaction, in the campaign's time zone, after a lookback window, without tax or cart discounts and net of cancellations within 72 hours; the Sales and Traffic report counts ordered product sales as price times units for the period's date. The two series measure different things on different days (Ad campaign attribution; Overview of the Reporting v1 API; Dates and historical data retention; sellerSalesAndTrafficReport.json; §A1–A3, §B6, §D1–D2, §D6) [official].
+
+**P-ads-organic-and-total-2.** For a seller's Sponsored Products, attributed sales include the advertised product and any other product the same merchant sells; the advertised-product split is in v3 `SameSku`/`OtherSku` and `purchasedAsin`, and in v1 the Promoted and Halo qualifiers with `productRelevance.value` and `convertedProduct.id` (Ad campaign attribution; Reporting columns (version 3); Purchased product reports; Purchases (Amazon retail conversions); Product relevance and Converted product dimension pages; §A2, §B1–B2, §B5, §B7) [official].
+
+**P-ads-organic-and-total-3.** Reporting v1's base conversion metrics include halo conversions; the promoted-only figure is the field with the Promoted qualifier (Overview of the Reporting v1 API; Purchases (Amazon retail conversions); §B4–B5) [official].
+
+**P-ads-organic-and-total-4.** Amazon attributes each conversion to at most one ad interaction across all campaigns and advertisers (Ad campaign attribution; §A4) [official].
+
+**P-ads-organic-and-total-5.** Attributed conversions for a report date are incomplete until the lookback window closes, and Amazon restates conversion data 1, 7 and 28 days after the conversion event, so a 14-day window can be updated up to 42 days after the report date (Ad campaign attribution; Sponsored ads reporting FAQ (version 3); §A1, §A6) [official].
+
+**P-ads-organic-and-total-6.** Amazon names TACOS on two of its guidance pages as ad spend as a percentage of total sales, total sales being "organic and paid"; no Amazon Ads API metric, report column or help page read defines it, and neither page names the sales field or the ad products counted, so the numerator and denominator are each reader's choice; the benchmark ranges read (Helium 10) cite no data source, a point PPC Land makes in general ("Vendors publish target ranges without data") (The author's guide to Sponsored Products; Holiday advertising myths: What experts want you to know; Reporting columns (version 3); §What practitioners add, TACoS) [official; opinion for the benchmark ranges].
+
+**P-ads-organic-and-total-7.** No Amazon help page, API document, policy or staff reply read on 2026-11-09 states whether ad-attributed sales are an input to organic search rank; Amazon's own words stop at Sponsored Products ads "can help offers rise through search results" and "improve product visibility" (Amazon SEO: 7 ways to improve your product's search rankings; Sponsored Products product page; Seller Forums threads read; §F) [official for the quoted words; the absence is as searched].
+
+**P-ads-organic-and-total-8.** The Search Query Performance report gives an ASIN's impressions, clicks, cart adds and purchases from the search results page per query, with shares of the query total, and carries no field that separates sponsored from organic (sellingPartnerSearchQueryPerformanceReport.json; §E1) [official].
+
+**P-ads-organic-and-total-9.** New-to-brand is a purchase by a shopper with no purchase from the brand in the previous 12 months; Amazon's new-to-brand help page says the data "isn't available for Sponsored Products" and v3 reports it for Sponsored Brands, Display and TV only, while the v1 metric page lists Sponsored Products as eligible for most NTB fields, so two Amazon pages differ on Sponsored Products; AMC's new-to-brand columns include modeled conversions from November 2, 2026 (Ad campaign attribution; Sponsored ads new-to-brand metrics; Purchases (new to brand); Reporting columns (version 3); All releases, November 2, 2026; §C1–C2, §C6–C7) [official].
+
+**P-ads-organic-and-total-10.** Long-term sales is an ad-attributed estimate of a year's value of new-to-brand engagements plus attributed sales, offered for Sponsored Brands, Display, TV and DSP and not for Sponsored Products in v1 (Long-term sales (Amazon retail conversions); All releases, June 5, 2025 and September 25, 2026; §C3–C4) [official].
+
+**P-ads-organic-and-total-11.** No Amazon page read on 2026-11-09 offers sellers a self-serve incrementality measurement of Sponsored Products: Amazon's Brand Lift page says sponsored ads are eligible "except for Sponsored Products"; multi-touch attribution divides credit and is labelled beta in the US; AMC's ad-exposed versus non-exposed conversions are an observational split; MMM data feeds a model the advertiser runs (Amazon Brand Lift; Uncover ad value across the funnel with multi-touch attribution; Conversions all table; Marketing Mix Modeling overview; §G) [official for each page's words; the absence is as searched].
+
+**P-ads-organic-and-total-12.** AMC holds, for an advertiser's own instance, ad traffic events with search term and placement, ad-exposed and non-exposed conversions, and all Amazon store purchases of the advertiser's products, in UTC by default, with output limited to aggregates above a distinct-user floor (Sponsored ads traffic; Conversions all table; Amazon Retail Purchases in AMC; AMC data sources overview; Data aggregation thresholds in AMC; §G3) [official].
+
+**P-ads-organic-and-total-13.** `getOrderMetrics` takes an IANA time zone for the day boundary, so seller-side daily ordered sales can be cut on the ads profile's time zone; no Amazon page read states the time zone of a Sales and Traffic report day (sales.json; sellerSalesAndTrafficReport.json; §D4, §D7) [official; the absence is as searched].
+
+**P-ads-organic-and-total-14.** Data Kiosk Economics returns, per MSKU and day, the seller's ad charges by ad type beside ordered and net product sales; those charges are spend, not attributed sales (analytics_economics_2024_03_15.graphql; §D5) [official].
+
+**P-ads-organic-and-total-15.** Off-Amazon traffic to Amazon listings is measured by Amazon Attribution tags, and the Brand Referral Bonus is paid on Attribution-tagged sales and not on Amazon advertising (Amazon Attribution API overview; Brand Referral Bonus; §H) [official].
+
+**P-ads-organic-and-total-16.** In published field experiments, observational or attributed estimates of advertising returns exceeded the experimentally measured ones: on eBay's paid search, brand-keyword ads had "no measurable short-term benefits" and returns were "a fraction of conventional non-experimental estimates"; a geographic Google-ads shutoff lost "only 63% as many" customers as a non-experimental estimate implied; on Facebook, observational methods failed to recover experimental lifts (Blake, Nosko & Tadelis 2015; Golden & Horton 2021; Gordon et al. 2019, 2023) [research].
+
+**P-ads-organic-and-total-17.** In published field experiments on marketplaces and app stores, the effect of sponsored listings on organic outcomes was negative in some settings (Moshary's platform; Flipkart electronics) and positive in others (Flipkart clothing and footwear; a mobile game whose paid installs raised store rank); no published experiment read measures a seller's Sponsored Products against its Amazon organic sales (Moshary 2025; Abhishek, Jerath & Sharma 2025; Ju, Zhao & Aral 2025) [research].
+
+**P-ads-organic-and-total-18.** On a brand search, the measured incremental effect of the brand's own ad was small when no competitor advertised and larger when competitors would otherwise take the top paid positions (Simonov, Nosko & Rao 2018; Simonov & Hill 2021; Bing experiments) [research].
+
+**P-ads-organic-and-total-19.** On Amazon, one study measured that moving one position up a keyword's results raised a product's sales quantity by about a third of a percent, and that a product can appear both organically and as sponsored on the same results page (Yu, working paper April 2024, 2022 data) [research]. The figure is **(human readers only)**.
+
+**P-ads-organic-and-total-20.** A total-account series (ad spend, attributed sales, ordered sales, their ratio) establishes how the quantities moved together over the dates read; price, deals, stock, Featured Offer share, reviews, seasonality and competitors' actions move ordered sales over the same dates, and the series alone does not separate their effect from the ads' (Amazon SEO: 7 ways to improve your product's search rankings, on price and listing quality moving rank [official]; Gordon et al. 2019, 2023 and Lewis & Rao 2015, on observational estimates [research]; PPC Land, on TACoS moving with price cuts, stock-outs and seasonality [opinion]).
+
+**P-ads-organic-and-total-21.** A vendor's total-sales side is Vendor Retail Analytics: `GET_VENDOR_SALES_REPORT` returns ordered revenue and units (under the `MANUFACTURING` view only), shipped revenue, shipped COGS, shipped units and customer returns, for a `distributorView` of `MANUFACTURING` (ASINs the vendor manufactures, whoever sourced them) or `SOURCING` (ASINs the vendor group sourced) and a `sellingProgram`; traffic is `glanceViews` and inventory includes sellable on-hand units and a procurable out-of-stock rate (Analytics Reports; vendorSalesReport.json; vendorTrafficReport.json; vendorInventoryReport.json; §D8–D9) [official].
+
+**P-ads-organic-and-total-22.** All Vendor Retail Analytics data is reported in Pacific Standard Time whatever the marketplace, and the Analytics Reports page states no time zone for the seller Sales and Traffic report (Analytics Reports; §D7, §D10) [official].
+
+**P-ads-organic-and-total-23.** AMC's Amazon Retail Purchases matches Business Reports "By ASIN Detail" for sellers and Retail Analytics Sales with Distributor View = Manufacturing for vendors (Amazon Retail Purchases in AMC; §D11) [official].
+
+**P-ads-organic-and-total-24.** No Amazon API or report read returns a product's organic search position: Catalog Items returns Best Sellers Rank, the Ads API returns an advertiser's paid impression share and rank per search term, and Brand Analytics returns search-funnel counts and shares; the console's Search Term Impression Share report is listed as not available in the API (catalogItems_2022-04-01.json; Search (Impression share); Advertising console vs. API reports; the Brand Analytics report models; §E5–E7) [official; the absence is as searched].
+
+**P-ads-organic-and-total-25.** Search Catalog Performance's impressions "include sponsored search results", and neither it nor SQP has a field separating paid from organic (sellingPartnerSearchCatalogPerformanceReport.json; sellingPartnerSearchQueryPerformanceReport.json; §E5) [official].
+
+**P-ads-organic-and-total-26.** Every organic-rank series is a third-party sample: Helium 10 checks once a day (hourly on Boost) to 306 positions and says rank varies with location, browser, time and login state; SmartScout samples per state with a zip code and says a national number "buries the spread"; DataDive and Jungle Scout publish a daily cadence and no sampling frame; none read publishes a validation against Amazon data (Helium 10 Keyword Tracker blog and masterclass; SmartScout Keyword Ranking Map; DataDive and Jungle Scout help pages; §What practitioners add, Rank trackers) [opinion].
+
+**P-ads-organic-and-total-27.** Amazon's AMC instructional-query library sits in the AMC console's Use Cases tab, behind sign-in; the IQ names Amazon publishes outside it include "Path to conversion by campaign group", "Path to conversion by campaign category", "Customer Value - Average Spending by Exposure Group", "Tentpole Phase Overlap" and "How to query Sponsored Display traffic", and none read is named for Sponsored Products overlap with organic purchases (Manage a workflow; Working with AMC sandbox; Customer journey analytics and Customer long-term value playbooks; Traffic events API data sources; §G7) [official; the absence is as searched].
+
+**P-ads-organic-and-total-28.** On 2023 Amazon.com first-page results, the median advertisement appeared 17 search ranks above the same product's organic listing, with 48.3% of ads having an organic duplicate on the first page; on a shopper panel, being sponsored moved a product up 7 positions on average (Rock, Strauss, O'Reilly & Mazzucato 2024; Farronato, Fradkin & MacKay 2023; §Published research, audits) [research].
+
+**P-ads-organic-and-total-29.** Whether a ranking is biased depends on the test: on the Kindle Daily Deal page, Amazon-published ebooks got ranks 23.6% better conditional on observables and sold 50% less conditional on rank, and the quantities were inferred from sales ranks (Reimers & Waldfogel 2023; §Published research, audits) [research].
+
+**P-ads-organic-and-total-30.** In a randomised experiment on a mobile restaurant-search platform with over 200,000 users, the incremental conversions from advertising came mostly from users who saw the ad and later clicked the advertiser's organic listing, not from ad clicks (Sahni & Nair 2020; §Published research, the "Sponsored" label) [research].
+
+**P-ads-organic-and-total-31.** Best Sellers Rank reports sales relative to other products in the same category, and the rank-to-quantity mapping is modelled as a power law: Chevalier & Goolsbee estimated the slope θ at 0.9 to 1.3 on 2001 book data, and Yu validated category mappings fitted by Jungle Scout against a seller's daily sales (Chevalier & Goolsbee 2003; Yu, Appendix B.2; catalogItems_2022-04-01.json; §Published research, sales rank) [research; official for the BSR definition].
+
+**P-ads-organic-and-total-32.** Amazon's "bought in past month" label, as Keepa exposes it in `monthlySold`, is a floor bucket that most ASINs lack and that is variation-specific; it moves only when a product crosses a bucket boundary (Keepa `Product.java` [vendor doc]; PMG; Marketplace Pulse [opinion]; §What practitioners add, Bought in past month).
+
+**P-ads-organic-and-total-33.** In its complaint, the FTC alleges that Amazon more than doubled top-of-page ads on desktop queries in one year, increased irrelevant ads its staff called "defects", rejected relevance "guardrails" on senior executives' "clear guidance", and that an internal study found higher ad loads "decreases purchase rates and increases search abandonment"; these are allegations, not findings, and trial is set for March 29, 2027 (FTC v. Amazon, Document 114, ¶¶230–238; PYMNTS, October 11, 2026; §F6) [allegation; opinion for the trial date].
+
+**P-ads-organic-and-total-34.** Amazon's own published time-series study finds that Sponsored Products show no significant carry-over beyond three weeks for any of 15 brands, and that most lower-funnel effects land within a two-week attribution window (Qin 2023, Amazon Ads author; §Published research, how long) [research].
+
+**P-ads-organic-and-total-35.** The Brand Lift paths in Amazon's only OpenAPI model found are `/dsp/measurement/eligibility/brandLift`, `/dsp/measurement/studies/brandLift` and `/measurement/studies/brandLift/{studyId}/result`, authorised by DSP account ids; the launch page's `/measurementStudies/brandLift` paths appear in no model read (Measurement OpenAPI model; Amazon Brand Lift launch page; release note of October 9, 2023; §G2) [official; the texts differ].
+
+**P-ads-organic-and-total-36.** The multi-touch attribution fields Amazon publishes are Reporting v1's 56 `metric.multiTouch*` fields, each with v3 name "N/A"; the v3 columns page lists no multi-touch column (Purchases (Amazon retail conversions); Reporting columns (version 3); §G1a) [official; the absence is as searched].
+
+### Seat's positions (enter no skill)
+
+- [seat] The most defensible incrementality reading a single seller can make without Amazon's help is a time-alternating on/off design read against total ordered sales on a matched day boundary, with carryover accounted for; Hershaff's one-account example shows the method and how wide the answer stays. Design belongs to `method/change-measurement.md`.
+- [seat] TACoS is most useful as a ratio of two series the reader has aligned (same days, same marketplace, same currency, a named sales field), and least useful as a target; the gap between attributed ROAS and a total-sales reading is where the cannibalisation question sits, not its answer.
+- [seat] Brand-term Sponsored Products spend is where the research most strongly predicts low incrementality and where competitor presence changes the answer most; the evidence for competitor presence on a brand term is in the seller's own search-term and impression-share data (`beyond/brand-defense-and-competition.md`).
+- [seat] The claim that ad sales lift organic rank is plausible by analogy with app stores and with Amazon's matching models trained on purchases, and is unconfirmed by Amazon; a skill that states it as fact would be stating a practitioner belief.
+- [seat] AMC's free 2026 window for `conversions_all` and ARP makes 2026 the year a seller with an instance can see all-store purchases beside ad exposure for its own products at no table cost; after the window the same reading depends on a paid subscription.
+
+## Verification
+
+Verified 2026-11-09 by an adversarial verifier seat.
+
+**Method.** Every cited page was re-opened on 2026-11-09 by plain GET, none sampled: all 41 rows of the table on `d3a0d0y2hgofx6.cloudfront.net` (the Ads API docs pages' markdown sources, the contracts index, and the Costs page added here), plus the v1 metrics library to locate the Costs page; the five SP-API models through `raw.githubusercontent.com/amzn/selling-partner-api-models`; the Ad campaign attribution help page, the MTA and Brand Lift launch pages, the Amazon Attribution and Sponsored Products product pages and the three sell.amazon.com blogs as HTML decoded locally; the three Seller Forums threads; the Amazon Science page; arXiv abstracts through the arXiv API and the MTA paper's arXiv HTML; journal abstracts through Crossref, EconPapers and the NBER page; the Yu working paper as the PDF the AEA page serves; all twelve practitioner pages and Keepa's `Product.java`. Each quotation was string-matched against the page text (curly quotes and dashes normalised); each page name was checked against the page's title or heading; each tag was checked against who wrote the words. Searches were run for 2025–2026 Amazon announcements that could overturn a claim (multi-touch attribution status, a Sponsored Products incrementality or holdout tool, AMC access, the January 2026 attribution change, long-term sales). No Ads API host (`advertising-api*.amazon.com`), no Login with Amazon host (`api.amazon.com/auth`), no Amazon Ads MCP endpoint, no SP-API host and no Seller Central `mons-api` content call was called; the curl examples inside the docs pages name `advertising-api.amazon.com` but were only read, never run.
+
+**Corrections (was → now).**
+
+1. §D6 `advertiserTimezone`: presented as a general v3 column → the v3 columns page lists it for `dspCampaign`, `dspInventory` and `dspAudience` only.
+2. §G1 MTA: "Amazon Ads API version 3, for most report types" given as a quotation → Amazon's verbatim sentence ("Multi-touch metrics can also be accessed in most report types for version 3 of the Amazon Ads API, as well as Amazon Marketing Stream conversion datasets …"), the opening "US advertisers will soon be able to access", the report list; "page undated, tracking code 101524" → no visible date, metadata datePublished 2024-10-15, dateModified 2026-10-09.
+3. §G2 Brand Lift: "survey-based … the page does not state its method" as a seat claim → Amazon's Brand Lift product page states the survey method, the exposed-versus-control lift, "except for Sponsored Products", the cost rule and the markets; now [official].
+4. §G3 and Unreachable: AMC for all sponsored ads advertisers "not confirmed on any Amazon page read" → the release note of September 16, 2025 confirms availability to all sponsored ads advertisers; it does not say the access is free.
+5. §I2 Site or app: URL `…/supply/site-app.md` (404) → `…/supply/site-or-app.md`; page names now "Placement classification (Supply)" and "Site or app (Supply)"; same fix in Pages read.
+6. §What practitioners add, PPC Land: five quotations that were paraphrases set in quotation marks → PPC Land's verbatim sentences; added that PPC Land says Helium 10 declines to name a TACoS figure, which Helium 10's April 2026 post contradicts, and PPC Land's citation of O'Reilly, Strauss & Mazzucato (unreachable).
+7. Skai author "Ana Alicia Santaella" → "Ana Alicia Santella" (the page's byline and schema).
+8. Hershaff: "an account spending about $20k a year" → "$20k annual ad spend"; the 0.27–4.57 interval attributed to the MMM's ROAS with its median 1.42 and mean 1.79; "Amazon Attribution is greedy" clarified as Amazon's ad attribution, not the Amazon Attribution product.
+9. Ursu (2018): average position effect "$2.64" → "$1.92" (published abstract on Crossref and EconPapers).
+10. Abhishek, Jerath & Sharma: noted that the quoted abstract is EconPapers' and that the Crossref/Semantic Scholar abstract for the same DOI is shorter and words the findings differently.
+11. What cx must read at run time: one v1 report carrying `metric.totalCost` with `convertedProduct.id` and `productRelevance.value` → cost in a separate report, since the Costs page lists those dimensions as incompatible with `metric.totalCost`; added the required `advertisedProductMarketplace.value` and `budgetCurrency.value`.
+12. Stable item 7 and P-6: "Amazon publishes no definition of TACoS" → "No Amazon page read defines TACoS" (an as-searched absence), with PPC Land's verbatim line.
+13. Stable item 12 and P-11: "Amazon offers no self-serve incrementality measurement" → "No Amazon page read offers …", with Brand Lift's own exclusion sentence.
+14. Stable item 17: "worth less to the shopper than a top organic slot … and more than a low organic slot" (the second half was the seller's financial result, not the shopper's preference) → the study's three findings stated separately.
+15. P-5: the clause "while its ordered sales do not" had no source → removed; the restatement schedule now carries the position.
+16. P-16: "by a large factor on brand keywords (eBay; Facebook comparisons; a geographic shutoff)" mixed three findings under one size → each study's measured result stated.
+17. Positions 1–20 ended with section pointers only → each now ends with its page names, Amazon's first, and tags.
+
+**Additions found by the verifier.** §A5: the January 1, 2026 "shopping-signal enhanced last-touch attribution model" launch page (Sponsored Brands, vCPM Sponsored Display and DSP Store ads affected; clicks unchanged; "all views" metrics kept). §C4: an Amazon Ads measurement director's statement in Digiday (October 1, 2026) that about 20% of a brand's sales value arrives after the attribution window. Practitioners: Ad Badger on SQP as paid plus organic. Research: Yu's Appendix F.3 (organic score rises with previous-week sales, falls with price, on Amazon data); abstracts of Lewis & Rao (2015), Johnson, Lewis & Nubbemeyer (2017) and Sahni (2016), now served by Crossref.
+
+**Removals.** No claim or page was removed. One unsourced clause was cut (correction 15).
+
+**Checked and standing.** Every other quotation and figure matched its page on 2026-11-09, including: the attribution help page's table, differences list, one-credit rule and ranking; the v1 overview's Promoted/Halo, traffic-date and look-back text and its "one concurrent report per client ID" note (the release note's "per advertiser" also still reads so); the v3 deprecation banner "June 30, 2027"; the v3 OtherSku/SameSku, NTB and LTS columns and report-type lists; the v3 and v1 retention and range tables (the August 26, 2026 note confirms `date.value` retention went from 15 to 24 months); the restatement schedule; the release-note entries of June 5, 2025, July 15, 2025, September 16, 2025, May 1, June 8, July 14, August 26, September 25, September 30 and November 2, 2026; the AMC tables; the SP-API schemas; the blogs, forum threads and practitioner pages. No 2025–2026 Amazon announcement read takes multi-touch attribution out of beta or adds a Sponsored Products incrementality tool.
+
+**Stayed unreachable.** The Seller Central help pages for Search Query Performance (G8J4CB5ZBF3NX7TP) and Sales Rank (G202059240): plain GET returns the help hub's JavaScript shell (re-tried on both `/help/hub/reference/external/` and `/gp/help/external/`); the archive.org snapshot of 2026-07-03 timed out again. The UCL/IIPP working paper by O'Reilly, Strauss & Mazzucato: HTTP 403 on both the PDF and the UCL Discovery record. The other items in the Unreachable list were not re-tried beyond what is stated there.
+
+### Gap fill 2026-11-09
+
+Every page named below was opened by plain GET on 2026-11-09; no sign-in page, Ads API, Login with Amazon, MCP or SP-API host was called, and no seller's data was read.
+
+**Added.**
+1. Vendor denominator: §D8–D11 (the Vendor Retail Analytics family and its required options, `distributorView` `MANUFACTURING`/`SOURCING` quoted, ordered versus shipped revenue and shipped COGS, traffic and inventory fields, the PST note, ARP's Manufacturing match), §D7 (no time zone stated for Sales and Traffic), stable items 18–19, run-time reads (vendor side), P-21 to P-23, open question 14.
+2. How organic rank is measured: §E5 (Search Catalog Performance, "Impressions include sponsored search results"), §E6 (Top Search Terms), §E7 (no organic-position read; BSR; paid impression share; the console-only Search Term Impression Share), §What practitioners add, Rank trackers (Helium 10, DataDive, Jungle Scout, SmartScout, Scale Insights, with each one's stated cadence, depth and sampling), stable items 20–22, P-24 to P-26, open question 13.
+3. AMC instructional queries: §G7 (where the library lives; the IQ names Amazon publishes outside it, verbatim), §What practitioners add, AMC query libraries outside Amazon's (Adlabs, Tinuiti, Nakoa), stable item 26, P-27, open question 12. Partly declined, below.
+4. Rock, Strauss, O'Reilly & Mazzucato (IEP 2024 / IIPP WP 2023/11) read in full as the working paper; PPC Land's "median of 17 positions" checked against it: the figure matches the paper's "The median advertisement appears 17 search ranks above its organic duplicate"; PPC Land's author list and the "additional fee" phrase do not come from this paper (§What practitioners add, PPC Land; §Published research, audits; stable item 24; P-28).
+5. Rank-to-sales: Chevalier & Goolsbee 2003 (Pareto, θ 0.9–1.3, 1.2 used), Brynjolfsson, Hu & Smith 2003 (abstract only), Yu Appendix B.2 (BSR definition, Jungle Scout mappings validated on Forum Brands data); Keepa `monthlySold` as a floor bucket, with PMG's and Marketplace Pulse's bucket descriptions (§Published research, sales rank; §What practitioners add, Bought in past month; stable item 23; P-31, P-32).
+6. FTC v. Amazon complaint as allegation (§F6, Document 114, ¶¶230–238; [allegation] tag added to the tags line); Farronato, Fradkin & MacKay 2023 (sponsored +7 positions); Reimers & Waldfogel NBER w31766 (bias tests, Kindle Daily Deal) (§Published research, audits; P-28, P-29, P-33).
+7. Sahni & Nair 2020 (ad effect through later organic clicks, randomised, restaurant-search app; abstract) (§Published research, the "Sponsored" label; P-30).
+
+**Settled.**
+1. TACoS defined by Amazon (owner: this file). Was: "No Amazon page read defines TACoS". Now: two Amazon library pages name TACOS as ad spend as a percentage of total sales, total sales "(organic and paid)"; no API metric, column or help page defines it and neither page names the fields. Restated: stable item 7, P-6, the practitioners' "Where they disagree" sentence, the PPC Land bullet; new bullet "Amazon's own words on TACOS". Agrees with `beyond/goals-and-economics.md` §J.
+2. Multi-touch column names (owner: `beyond/metrics-and-attribution.md`). The v1 Purchases page carries 56 `metric.multiTouch*` fields, each with v3 name "N/A"; the v3 columns page has no multi-touch column; the launch page's "most report types for version 3" is not matched by it. Added §G1a, open question 11, P-36.
+3. Brand Lift paths (owner: `method/change-measurement.md`). The OpenAPI model (Measurement_prod_3p.json) defines `/dsp/measurement/eligibility/brandLift`, `/dsp/measurement/studies/brandLift` (GET, POST, PUT) and `/measurement/studies/brandLift/{studyId}/result`; the October 9, 2023 release note agrees except for its `PUT /measurement/studies/brandLift`; the launch page's `/measurementStudies/…` paths are in no model read. §G2 rewritten; open question 10; P-35.
+4. Sponsored Products new-to-brand (owner: `beyond/metrics-and-attribution.md`). Amazon's help page says "New-to-brand data isn't available for Sponsored Products"; v3 agrees; the v1 eligibility list includes Sponsored Products. Recorded as two Amazon pages that differ: §C7 added, §C2 pointer, open question 1, stable item 10 and P-9 restated.
+5. Sponsored Products effect duration (owner: `method/change-measurement.md`). Qin 2023 (Amazon Ads author): "SP does not show significant carry-over effects beyond three weeks for any brand"; Tong's 20% (Digiday, read directly) is stated for a brand, not for Sponsored Products, Hershaff's 0.35 daily adstock is one account's all-ads estimate, Ju et al. is a rank-mediated app-store path. New subsection §Published research, How long an ad's effect lasts; stable item 25; P-34.
+
+**Declined, wholly or in part.**
+- Gap 3, in part: the IQ names the gap asks for (an IQ for Sponsored Products overlap with organic purchases, for NTB against repeat-purchase paths, for ARP exposed-against-unexposed) are not on any public Amazon page; the Instructional Query Library is in the AMC console behind sign-in, which the limits forbid. Only names Amazon publishes outside the console are given, as published; vendor-named queries (Adlabs) are tagged as the vendor's.
+- Gap 5, in part: Brynjolfsson, Hu & Smith's rank-to-quantity method and slope were not read (full text HTTP 429/404); only the abstract is cited, and no slope is attributed to it. The mapping is sourced to Chevalier & Goolsbee and Yu.
+- Gap 7, in part: Sahni & Nair's full text was not reachable (SSRN 403, journal closed); only the published abstract is quoted.
+- Gap 4, in part: Strauss, O'Reilly & Mazzucato's "Amazon's Algorithmic Rents" (WP 2023-12) stayed HTTP 403; whether it also states the 17 figure, and the source of PPC Land's "additional fee" quote, stay unchecked.
+- Gap 2, in part: the sampling frame (location, device, login state) of DataDive's and Jungle Scout's rank checks is not stated on their public pages; it is recorded as unstated, not inferred. Helium 10's knowledge base stayed behind Cloudflare (403).