Amazon DSP Omnichannel Metrics Now Breaks Out Offline Sales by Named Retailer — Advertisers Can See Which Specific Stores Their Ad Exposure Drives Purchases At, Beyond Amazon (July 7, 2026)
Amazon Ads announced on July 7, 2026 that Omnichannel Metrics (OCM) now breaks out offline purchases by the specific retailer where they happened, at both the study and campaign level. Previously the tool could confirm that Amazon DSP ad exposure drove purchases off Amazon but could not identify which retailer captured the sale. The retailer-level detail builds directly on the category-level breakouts Amazon launched in April 2026 — the progression went from expanded category coverage in late 2025, to category-level detail in April 2026, to named-retailer detail now. The measurement uses exposure-based attribution built on the Amazon Shopper Panel plus third-party signals, not click tracking, and remains available only to US Amazon DSP advertisers on both Self-Service and Managed Service.
Key Points
- Announced July 7, 2026: Omnichannel Metrics now displays offline purchases by the specific retailer where they occurred, not just that a purchase happened off Amazon
- Breakouts are available at both the study level and the campaign level inside the Amazon DSP console
- This builds on the April 2026 category-level breakouts — the sequence is expanded category coverage (late 2025), category-level detail (April 2026), then retailer-level detail (July 2026)
- Measurement uses exposure-based attribution built on the Amazon Shopper Panel (first-party) plus third-party signals, rather than click tracking
- Coverage spans five product categories: Consumer Electronics, Fashion, Home Goods and Furniture, Home Improvement, and Toys and Games
- Available only to US-based Amazon DSP advertisers, on both Self-Service and Managed Service
What You Should Do Now
- 1Open Omnichannel Metrics in Amazon DSP and check whether your existing OCM studies now expose retailer-level breakouts
- 2Use the named-retailer detail to connect DSP campaign performance to specific trade and retail relationships instead of a single 'offline' total
- 3Reallocate DSP budget toward the retailers and categories showing the strongest exposure-based purchase lift
- 4Note in internal reporting that these figures use exposure-based attribution, so leadership does not conflate them with click-based conversion numbers