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# Amazon pushes a 12-month sales metric to capture credit it says it’s missing
- URL: https://www.medianexis.com/amazon-pushes-a-12-month-sales-metric-to-capture-credit-it-says-its-missing/
- Published: 2026-10-03T12:24:20.000Z
- Updated: 2026-10-03T12:24:21.000Z
- Description: Digiday’s Seb Joseph reports that Amazon found roughly a fifth of a brand’s sales value on its platform lands after the typical seven-to-30-day attribution window closes, based on studying over 2 million June campaigns.
- Author: The Signals Desk
- Tags: Retail-media, Seb Joseph, Amazon gives brands control over AI shopping conversations

**Why it matters.** Agencies that build their own marketing mix models still get only 90 days of historical sales data from Amazon, far short of the 18 months those models need.

*Signal from* [*digiday.com*](https://digiday.com/?ref=medianexis.com) *·* [*Seb Joseph*](https://www.medianexis.com/tag/by-seb-joseph/) *·* [*read the original*](https://digiday.com/media-buying/amazon-wants-to-own-the-long-game-in-ad-measurement/?ref=medianexis.com)*.*