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Halo Measurement: Amazon

Learn how Fospha connects your DTC advertising to your Amazon sales - giving every channel the credit it deserves across your full channel mix.

The missing piece in your channel mix

Amazon is one of the fastest-growing revenue channels for retail brands — but without the right measurement in place, much of the revenue it generates goes uncredited. Amazon's platform only attributes sales to its own ads: Sponsored Products, Sponsored Brands, and Sponsored Display. Your Meta, TikTok, and Google campaigns that drove discovery and ultimately led to a purchase on Amazon receive no credit at all.

This means two things are happening that your current stack may not be capturing:

  • Your DTC channels are generating more revenue than they appear to, because the Amazon sales they drove are not visible in platform-native reporting.
  • A significant share of what Amazon reports as "Organic" revenue is actually being generated by your DTC media spend.

For brands investing across both DTC and Amazon, this creates a real cost: without a single reconciled view, teams can't justify investment in the channels they know are working, and the channel mix never evolves. 

What Amazon Halo measures

Amazon Halo connects your DTC advertising to your Amazon sales — revealing the revenue your Meta, TikTok, Google, and other DTC channels are generating on Amazon, not just on your website. It delivers the unified view that platform-native reporting alone cannot provide.

Fospha ingests data from two Amazon sources:

  • Amazon Seller Central — provides aggregated daily conversions and revenue from Amazon, including both Sponsored Ad-driven and Organic sales.
  • Amazon Ads — provides clicks, impressions, costs, and conversion data for Sponsored Products, Sponsored Brands, and Sponsored Display campaigns.

Using this combined data, Fospha separates Amazon sales into three categories:

  • Sales driven by Amazon Sponsored Ads
  • Sales driven by your DTC media (Meta, TikTok, Google, etc.) that completed on Amazon
  • Truly Organic Amazon sales — revenue that exists independently of paid media

This separation is what makes it possible to give every channel the credit it deserves — and to see the full picture of how your marketing investment is driving growth across every sales destination.

📖 Want to understand how the model works? See the Amazon Model Explainer for a full breakdown of the methodology behind Amazon Halo measurement.

What this makes possible

Total Commerce ROAS across channels With Amazon included, ROAS reflects the total revenue your DTC channels are generating — across your website and Amazon combined. Channels that appear to be underperforming on a DTC-only view often look significantly stronger once Amazon revenue is included. That changes the budget conversation.

A single trusted view across Amazon and DTC Amazon Halo enables direct, apples-to-apples comparison between your Amazon Sponsored Ads and your DTC channels — Meta, TikTok, Google — within the same measurement framework. This is the cross-channel view that siloed tools cannot provide.

Organic vs. Sponsored attribution Fospha clearly distinguishes between Amazon sales driven by Sponsored Ads and those driven organically — and identifies how much of the "Organic" bucket is actually being generated by your DTC media impressions.

Visibility across all dashboards Amazon data flows into KPI Health Check, Channel Health Check, Attribution Comparison, Beam, Reporting, and Exports. No separate Amazon dashboard — one unified view of your whole business, updated daily.

Current availability and limitations

Currently supported: Amazon Seller and Vendor Central via Amazon Sponsored Ads (Sponsored Products, Sponsored Brands, Sponsored Display). 

  • Historical data: Approximately 90 days of Amazon data is available when you first connect, due to Amazon API limits. Fospha retains all data from the point of onboarding -  the earlier you connect, the richer your historical dataset becomes.
  • CAC and New Customer metrics are not available when Amazon data is included. Amazon does not provide the transaction-level data needed to calculate them accurately. They return when viewing Website/App only.
  • Campaign objective filtering is unavailable for Amazon channels - Amazon does not provide this segmentation.

Frequently asked questions

Does Amazon Halo replace platform-native Amazon reporting? No. Fospha and Amazon Ads Manager answer different questions and are designed to be used alongside each other. Amazon Ads Manager is where you manage Sponsored campaigns, monitor spend pacing, and optimise creative. Fospha measures what your full media investment - including DTC channels - is returning on Amazon. Fospha operates as an independent measurement layer, providing the cross-channel view that no single platform can provide for itself.

Why do my conversion numbers change when I enable Amazon? Amazon Organic functions as a redistribution channel in Fospha's modelling - it's how organic Amazon sales are connected back to the DTC impressions that drove them. This means total conversion counts may shift slightly compared to a DTC-only view.

Why does Amazon data only go back 90 days when I first connect? This is an Amazon API limit. Fospha stores all data from the point of onboarding indefinitely, so your historical dataset grows the longer you're connected.

I don't see the Sales Platform filter — why? The filter only appears for clients with Amazon connected. If you don't see it, contact your CSM to check your account configuration.