What actually changed in Omnichannel Metrics?

Amazon Ads updated Omnichannel Metrics on July 7, 2026 so DSP campaigns now break down offline purchases by the specific retailer where the sale closed, instead of grouping the outcome by product category. The April 2026 update added category grouping. This one names the store. It gives brands the granularity to see whether a DSP campaign is pulling sales into Target, Walmart, Kroger or an owned DTC channel, not only into Amazon.

Who benefits most from this update?

Omni brands running DSP off Amazon and selling the same SKU across grocery, mass, drug and DTC. If DSP has been credited with a lift in offline sales that mostly landed at a competing retailer, the campaign should be repriced or reshaped. If it landed at Amazon or the brand's DTC site, the campaign is doing exactly what it should. Pure-play FBA sellers with no offline distribution do not need to change anything.

What is the 72-hour action list?

Pull the last 90 days of DSP Omnichannel Metrics and cut them by retailer. Compare each retailer share against your own channel-margin mix. Flag any DSP line item where more than 50 percent of the offline credit sits at a retailer that pays you a worse net margin than Amazon or DTC. Reallocate the budget on those line items to placements that funnel back to Amazon or your DTC store, where you keep more margin per dollar of ad spend.

Advertising

Amazon DSP Omnichannel Metrics adds per-retailer offline breakdown

Amazon Ads announced on July 7, 2026 that DSP Omnichannel Metrics now attributes offline sales to the specific retailer that closed the sale, replacing the April 2026 view that grouped outcomes by product category. For omni brands running DSP across Amazon-owned inventory and off-Amazon supply, per-retailer lift is now visible: how much of a campaign pulled units into Target vs Walmart vs Kroger vs owned DTC. It changes the media-mix math on any DSP line item where the offline credit was landing at a lower-margin retailer.

MaxCOO at Nova Analytics

Jul 13, 2026 · 3 min read · 619 words

Updated July 13, 2026

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What happened

Amazon Ads announced on July 7, 2026 that Omnichannel Metrics, the measurement tool tracking how Amazon DSP campaigns influence sales beyond Amazon's own store, now breaks down offline purchases by the specific retailer where they happened (PPC Land, July 7, 2026). The April 2026 update grouped offline outcomes by product category. This one names the retailer that closed the sale.

For a beauty brand running DSP across Amazon-owned inventory plus off-Amazon supply, the report can now say the campaign lifted units at Target, at Walmart, at Kroger and at the brand's own DTC site. Before, the same lift showed up as one aggregated offline number.

Why it matters

Omni brands make different money at each retailer. A dollar of DSP spend that pulls a sale into Amazon or DTC is worth more than the same dollar pulling a sale into a mass-market retailer where the wholesale margin is lower. Until now, that math sat in a spreadsheet with heavy assumptions. Now it is in the ad tool.

The change also raises the bar on media-agency reporting. An agency that runs DSP for a multi-channel brand and reports one blended offline lift number is under-serving the client from this week forward.

What to change in the next 72 hours

Pull 90 days of Omnichannel Metrics and cut by retailer. This is the new baseline against every future campaign.
Overlay your net margin per retailer. Any DSP line item where more than half the offline lift lands at a low-margin retailer needs a rethink.
Reallocate budget toward creatives and audiences that funnel back to Amazon or DTC. That is where you keep the most dollars per ad dollar spent.
Rewrite your DSP reporting template. Per-retailer lift belongs on the first page, not in an appendix.

How Nova helps

Live P&L - see contribution margin by channel so you know which retailer a DSP dollar should be pulling sales into.
Day-to-Day Analytics - daily sales, sessions and conversion signal to correlate against DSP campaign windows.

Frequently Asked Questions

Common questions about this topic

Amazon Ads updated Omnichannel Metrics on July 7, 2026 so DSP campaigns now break down offline purchases by the specific retailer where the sale closed, instead of grouping the outcome by product category. The April 2026 update added category grouping. This one names the store. It gives brands the granularity to see whether a DSP campaign is pulling sales into Target, Walmart, Kroger or an owned DTC channel, not only into Amazon.
Omni brands running DSP off Amazon and selling the same SKU across grocery, mass, drug and DTC. If DSP has been credited with a lift in offline sales that mostly landed at a competing retailer, the campaign should be repriced or reshaped. If it landed at Amazon or the brand's DTC site, the campaign is doing exactly what it should. Pure-play FBA sellers with no offline distribution do not need to change anything.
Pull the last 90 days of DSP Omnichannel Metrics and cut them by retailer. Compare each retailer share against your own channel-margin mix. Flag any DSP line item where more than 50 percent of the offline credit sits at a retailer that pays you a worse net margin than Amazon or DTC. Reallocate the budget on those line items to placements that funnel back to Amazon or your DTC store, where you keep more margin per dollar of ad spend.

Verified Sources

PPC Land: Amazon DSP now shows which retailers convert its ad exposure (July 7, 2026)

All information verified from official Amazon sources and trusted industry analysts as of publication date.

About the Author

Max

COO at Nova Analytics

Max leads operations at Nova Analytics, helping Amazon sellers optimize their business performance through data-driven insights and strategic automation.

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