For a long time, Amazon DSP's Omnichannel Metrics could tell you something genuinely useful: that your DSP campaign exposure drove an offline purchase. What it couldn't tell you was where that purchase happened. A customer saw your ad on Amazon, didn't buy on Amazon, and bought somewhere else.
That was the extent of the insight. The "somewhere else" was unresolved.
That changed on July 7. Amazon updated Omnichannel Metrics to show the specific retailer where offline purchases occur, broken out by retailer name at both the study level and the campaign level. The update is available to all Amazon DSP advertisers in the United States, whether you're running self-service or managed service campaigns. You access it the same place you've always accessed OCM: the Amazon DSP console.
What Changed and Why It Matters
The April 2026 update to Omnichannel Metrics gave advertisers product category-level breakouts for offline sales. That was a step forward, but it still left brands with a limited picture: you could see that your campaign drove sales in the home goods category off Amazon, but not whether those sales went to Target, Walmart, or a regional specialty retailer. The July update closes that gap. You now get offline purchases, units, and sales broken down by retailer name.
The practical implications go beyond reporting. If your DSP campaign is driving meaningful sales volume to a specific retail partner, that's data you can take into trade planning conversations. If the data shows a retailer where you expected volume but aren't seeing it, that's a signal about in-store execution, shelf placement, or pricing at that location.
DSP attribution has historically been hard to connect to trade marketing decisions. This update makes the connection more direct.
There's also a budget question worth asking. If a retailer is capturing a disproportionate share of your DSP-influenced offline conversions, that affects how you'd allocate co-op spending, trade promotions, and field support across your retail network. An offline attribution tool that only told you "this happened somewhere" couldn't support that kind of analysis. One that names the retailer can.
The Attribution Methodology
The data comes from two sources: Amazon Shopper Panel first-party signals and third-party signals. Amazon hasn't disclosed the specific third-party providers or the minimum sample sizes required before a retailer appears as a named breakout in your data. Purchases that don't clear that threshold presumably roll up into an "other" category, though Amazon hasn't published the threshold itself.
The methodology is exposure-based, meaning the attribution window tracks purchases made by shoppers who were exposed to your DSP campaign, rather than clicks. That's consistent with how DSP measurement has worked, and it's worth keeping in mind when comparing these numbers to your Sponsored Products click-based attribution.
They're measuring different things. The Omnichannel Metrics offline data is about reach and influence; your sponsored ads data is about direct response. Both are useful; they're not additive in a simple way.
One data point worth noting from external research: Incremental, an attribution analytics firm, found in June 2026 that siloed, retailer-specific attribution misses between 36% and 53% of total retail media impact across the industry, and as high as 80% for off-site video formats. Amazon's Omnichannel Metrics update addresses exactly this problem for DSP advertisers, at least within the US and within the categories where Amazon has the signal coverage to produce named-retailer breakouts.
What It Doesn't Cover
A few limitations are worth being clear about. This feature is currently US-only, with no announced international rollout. It applies only to Amazon DSP campaigns; Sponsored Products, Sponsored Brands, and Sponsored Display are not included.
Amazon hasn't disclosed which specific retailers appear as named breakouts. You'll find out when you pull the data and see what's in your console.
For brands that run meaningful DSP budgets alongside a multi-retailer distribution strategy, this is the most significant improvement to Amazon's omnichannel attribution in recent memory. It's not a complete picture, but it's a substantially more useful one than "offline sales occurred." If you want help interpreting this data within your broader media mix, we're glad to dig into it with you. Learn more about how we approach Amazon advertising strategy for brands, or schedule a call and we'll start with your specific setup.