Amazon Halo Model Explainer

Data ingestion:

We connect to a brand's Amazon Seller Central and Amazon Ads APIs. Amazon Seller Central provides us with aggregated daily conversions and revenue data from Amazon, and Amazon Ads provides us with how many of those total conversions are attributed towards an Amazon Sponsored Ad.

Daily MMM: Click Measurement:

To correctly credit the Amazon Sponsored Ads (Sponsored Shopping, Sponsored Brand, Sponsored Products ), we run 2 machine learning models to evaluate the relationship between clicks on amazon sponsored ads and conversions: XG Boost and Elasticnet. We take the outputs from these models and average it with Amazon's own attribution (7-14-day click attribution), giving us a view of all the click-driven Amazon conversions. At this point, we typically see a large chunk of "Organic" conversions (ie. not attributed to an Amazon ad), which is crucial for our next phase.

Daily MMM: Impression Measurement

We take the unclaimed chunk of Organic conversions and run them through our Daily MMM. Based on the strength of the relationship between an "impression segment" (combination of Channel, Source, Objective, and Strategy from non-Amazon data) and the organic conversions, we re-attribute credit from Amazon Organic to non-Amazon media.

Convert to Outputs

Finally, we clean and calculate the data so that customers can get performance metrics for brands all the way down to Ads level. You can see a Total ROAS across dashboards for Meta, TikTok, etc., once we include Amazon effect.

Case Studies & Closed Beta Test Results

Necessaire: Optimizing for Prime Day Success

Challenge: Necessaire wanted to understand which channels were truly driving their Amazon sales, especially ahead of high-volume shopping events like Prime Day.

Solution: Using Halo, Necessaire discovered that their TikTok and Meta campaigns were significantly influencing Amazon purchases, with a stronger impact than previously measured.

Results:

• Discovered Meta campaigns had a 46% higher true ROAS when including Amazon revenue

• Identified TikTok as having an 80% higher impact on Total ROAS than previously measured

• Reallocated 20% of budget from low-performing Amazon PPC to high-performing Meta campaigns

• Achieved 30% higher total revenue during Prime Day through strategic reallocation
  
  

Read full case study here: https://www.fospha.com/case-studies/necessaire

Frequently Asked Questions

Q: How is Halo's attribution different from Amazon's own attribution?

A: Halo breaks through Amazon's walled garden by connecting external media to Amazon sales—something Amazon's native attribution doesn't do. While Amazon only attributes sales to its own ads (Sponsored Products, Brands, Display), Halo reveals how your Meta, TikTok, and Google campaigns influence Amazon purchases using our proprietary ML Attribution + Daily MMM methodology. This gives you the complete picture of what's actually driving your Amazon revenue.

Q: Does Halo provide insights specifically into Amazon Ads performance?

A: Absolutely! Halo gives you a comprehensive view of your Amazon advertising ecosystem, including detailed ROAS metrics for Amazon Ads compared to external platforms, saturation analysis to identify diminishing returns, and a clear breakdown between Amazon Ads-driven vs. Organic Amazon sales. This helps you determine when to scale Amazon PPC and when external channels might deliver better incremental results.

Q: Can Halo separate organic Amazon sales from Amazon Ads conversions?

A: Yes, this is a core capability. Halo clearly distinguishes between sales driven by Amazon Ads (Sponsored Products, Brands, Display) and organic Amazon sales. This separation is crucial because it allows us to identify which portion of your organic Amazon sales are actually influenced by external channels like Meta and TikTok.

Q: How long does a typical Halo onboarding process take?

A: The process is streamlined for quick implementation. For existing Fospha customers, connecting Amazon requires minimal setup time, with the complete data pipeline running within approximately 48 hours. Integration works through connecting to clients' Amazon Seller Central and Amazon Ads APIs. Amazon Seller Central provides aggregated daily conversions and revenue data, while Amazon Ads API provides clicks, impressions, costs, and conversion data

Q: Is our data accessible in real-time, or is there a delay in processing?

A: Halo's pipeline refreshes your data daily, with metrics available from the previous day's performance. This follows Fospha's standard refresh schedule, ensuring consistent data availability across your entire marketing ecosystem.

Q: Why should I connect Halo now rather than waiting for future updates?

A: The earlier you connect Halo, the more valuable your dataset becomes. Unlike Amazon, which only retains ~90 days of historical data, Fospha preserves your performance history indefinitely once connected. This means you'll be building a comprehensive dataset from day one, which becomes incredibly valuable for year-over-year analysis and seasonal planning.

Q: Can I view Amazon sales separately from my DTC sales?

A: In Halo's current beta release, we've optimized for unified cross-channel visibility—showing combined Amazon and DTC sales to reveal the complete performance story. This integrated approach helps you identify hidden revenue connections that would remain invisible when viewing channels in isolation. We're actively gathering feedback from beta users to enhance channel-specific visibility in upcoming releases.

Q: Which types of Amazon Ads are currently supported?

A: Halo's closed beta supports the core Amazon advertising products: Sponsored Products, Sponsored Brands, and Sponsored Display ads. These typically represent the majority of brands' Amazon advertising investment and provide the foundation for comprehensive attribution insights.

Q: Can Halo track new vs. repeat customers on Amazon?

A: This capability isn't available in the current version because Amazon doesn't provide the transaction-level customer data needed for this segmentation. We're exploring alternative approaches for future releases.

Q: Why Can I Only See Last 90 Days of Amazon Data?

A: When you first onboard with Halo, you’ll see only the most recent 90 days of Amazon data, even though Amazon Seller Central stores over a year of organic sales data and up to 90 days of ad data. This ensures a fair, apples-to-apples comparison between Amazon Ads and Amazon Organic sales from the start.

Unlike Amazon, Fospha retains all Amazon data from the day of onboarding, allowing you to build a long-term dataset over time for better trend analysis and smarter budget decisions.

The sooner you connect Fospha, the more historical data you’ll accumulate—ensuring your Amazon and external media insights grow month over month.