Amazon expands offline sales measurement to five product categories

Amazon announced on November 4, 2025, an expansion of Omnichannel Metrics enabling advertisers across five product categories to measure offline sales impact from their Amazon Ads campaigns. The measurement capability now covers Consumer Electronics, Fashion, Home Goods & Furniture, Home Improvement, and Toys & Games verticals.

Omnichannel Metrics leverages a combination of first-party Amazon Shopper Panel signals and third-party data sources to track advertising performance beyond Amazon's digital store. According to the announcement, both managed and self-service Amazon DSP advertisers can access the measurement tool for display, audio, and video placements running on Amazon properties and open internet inventory.

The expansion addresses persistent challenges in cross-channel attribution where advertisers struggle to connect digital advertising exposure to physical retail conversions. Amazon has been methodically building measurement infrastructure to bridge online-offline attribution gaps throughout 2024 and 2025. The company introduced NCS CPG Insights Stream in May 2024, providing modeled offline transaction signals for all US households through Amazon Marketing Cloud.

Amazon's decision to automate the Omnichannel Metrics study creation process eliminates friction that previously limited measurement frequency. Advertisers historically needed to manually configure measurement studies through Amazon's managed service teams or navigate complex setup requirements. The automated workflow enables consistent performance tracking without requiring dedicated resources for each measurement initiative.

The measurement system operates through Amazon Shopper Panel, a consumer community that provides purchase data from various retailers in exchange for rewards. Panel members scan receipts or connect email accounts to share transaction information covering both online and brick-and-mortar purchases. This first-party data collection method enables Amazon to attribute offline conversions to digital advertising exposures without relying exclusively on third-party cookies or device identifiers facing increasing privacy restrictions.

Third-party signals supplement the Shopper Panel data to expand measurement coverage beyond panel participants. According to industry measurement standards, statistically valid studies require minimum sample sizes to ensure reliable results. The combination of first-party and third-party signals helps Amazon meet these thresholds across diverse product categories and geographic markets.

Display advertising represents the dominant format within programmatic campaigns measured through Omnichannel Metrics. The tool tracks begin-to-render impressions, clicks, and viewability metrics alongside conversion attribution across desktop, mobile web, and in-app environments. Amazon DSP received Media Rating Council accreditation for display measurement in May 2024, providing independent verification that reported metrics comply with industry standards.

Audio and video placements receive equivalent measurement treatment within the Omnichannel Metrics framework. Amazon has systematically expanded its audio advertising capabilities throughout 2025. The platform added Spotify's global inventory on October 1, 2025, reaching 696 million monthly users across nine markets. SiriusXM Media integrated through Amazon DSP on September 16, 2025, providing access to 160 million monthly digital listeners. These partnerships create measurement requirements spanning multiple content formats and publisher environments.

The category expansion reflects strategic focus on verticals where offline retail remains dominant. Consumer electronics, fashion, furniture, home improvement, and toys generate substantial in-store revenue despite e-commerce growth. According to Forrester research cited in Amazon documentation, 72% of US retail sales occur in physical stores. Advertisers in these categories require measurement solutions accounting for the full customer journey from digital ad exposure to physical store purchase.

Fashion advertising faces particular attribution complexity given extended consideration periods and multi-channel shopping behaviors. Consumers frequently research products online before purchasing in-store, or vice versa. Department stores, specialty retailers, and mass merchants compete for fashion advertising budgets while offering limited measurement transparency compared to digital platforms. Omnichannel Metrics provides fashion advertisers with closed-loop reporting connecting Amazon DSP campaigns to retail partner conversions.

Home goods and furniture categories experience similar measurement challenges compounded by high average order values and infrequent purchase cycles. Consumers typically conduct extensive research before purchasing furniture or appliances. The consideration period may span weeks or months between initial ad exposure and final purchase decision. Omnichannel Metrics' measurement methodology accounts for extended attribution windows necessary to capture these delayed conversions.

Consumer electronics advertisers have traditionally relied on retail partner data sharing agreements to measure advertising effectiveness. These arrangements require bilateral negotiations between brands and retailers, creating operational complexity and inconsistent measurement standards. Amazon's solution standardizes measurement across participating retail partners through the Shopper Panel infrastructure rather than requiring individual retailer integrations.

Home improvement advertising presents unique considerations around both professional contractor purchases and consumer DIY projects. Products may be purchased for immediate use or stored for future projects, complicating attribution timing. The category includes both specialty retailers like Home Depot and Lowe's alongside mass merchants and independent hardware stores. Omnichannel Metrics aggregates conversion data across this fragmented retail landscape.

Toys & Games advertising concentrates heavily in Q4 surrounding holiday shopping seasons. The category exhibits extreme seasonality with disproportionate annual revenue occurring in November and December. Measurement tools must handle significant traffic spikes while maintaining statistical validity during lower-volume periods. The automated study creation process enables advertisers to measure performance continuously rather than deploying measurement only during peak seasons.

Self-service Amazon DSP access democratizes Omnichannel Metrics availability beyond large advertisers with managed service relationships. Amazon unified its Campaign Manager platform on November 10, 2025, consolidating sponsored ads and DSP into a single interface. The integration simplifies workflows for advertisers managing both search-based sponsored products and programmatic DSP campaigns requiring coordinated measurement across formats.

The measurement capability matters particularly as retail media networks proliferate across the advertising ecosystem. Amazon introduced Retail Ad Service on January 9, 2025, enabling other retailers to implement sponsored product advertising using Amazon's technology. Macy's became the first major department store to adopt the platform in November 2025. As Amazon's advertising technology powers multiple retail environments, unified measurement becomes critical for advertisers comparing performance across networks.

Privacy considerations shape Omnichannel Metrics' technical implementation. The measurement occurs through Amazon Marketing Cloud, a secure clean room environment where advertisers perform analytics on pseudonymized data. Amazon extended Marketing Cloud's lookback window from 13 to 25 months on November 12, 2025, enabling year-over-year performance comparisons necessary for understanding seasonal patterns in offline retail categories.

The announcement did not specify which retail partners provide offline sales data through Omnichannel Metrics. Amazon's Shopper Panel accepts receipts from any retailer, creating theoretically universal coverage. However, measurement accuracy and sample size vary by retailer based on panel participation rates and shopping frequency among panel members in specific categories.

Competitive dynamics influence adoption patterns. Advertisers simultaneously running campaigns across Amazon, Google, Meta, and specialty retail media networks require comparable measurement methodologies to allocate budgets efficiently. Google Analytics implemented significant changes to user-provided data handling on November 5, 2025, focusing the system on advertising conversion accuracy rather than general session attribution. These parallel developments reflect industry-wide shifts toward privacy-compliant measurement solutions relying on consented first-party relationships.

The automated study creation eliminates traditional barriers requiring advertiser-initiated measurement requests. Previously, brands needed to contact Amazon representatives or navigate self-service interfaces to configure Omnichannel Metrics studies. Each study required defining parameters including date ranges, control groups, and confidence intervals. The automation suggests Amazon has standardized these configurations based on aggregate learnings across measurement studies.

Performance metrics generated through Omnichannel Metrics integrate with Amazon DSP reporting interfaces. Amazon launched unified reporting on November 11, 2025, consolidating data across sponsored ads and DSP campaigns. The centralized reporting enables advertisers to analyze online and offline conversions alongside impressions, clicks, and other engagement metrics within a single dashboard.

Managed service advertisers receive strategic guidance from Amazon account teams interpreting Omnichannel Metrics results. Self-service advertisers access the data through reporting interfaces but must independently analyze findings and implement optimization strategies. This service tier differentiation reflects Amazon's broader platform strategy balancing automation for scale with human expertise for complex accounts.

The November announcement did not include international expansion timelines. Omnichannel Metrics currently operates exclusively in the United States where Amazon Shopper Panel has established presence and retail partnerships. Geographic expansion requires building panel participation in target markets and potentially establishing partnerships with local retailers for data validation.

Category eligibility criteria remain unstated in the announcement. Some advertisers within the five covered verticals may not qualify for Omnichannel Metrics access based on campaign budget thresholds, impression volumes, or other technical requirements ensuring statistical validity. Amazon Brand Lift measurement, a similar study-based tool, requires minimum campaign specifications to generate reliable results.

The measurement advancement occurs amid broader industry standardization efforts. IAB and IAB Europe released in-store retail media measurement standards for public comment in September 2024, establishing unified definitions for store zones, ad formats, and performance metrics. These standardization initiatives aim to create comparable measurement across retail media networks reducing current fragmentation.

Third-party measurement vendors compete with platform-provided solutions like Omnichannel Metrics. Innovid launched purchase attribution functionality in June 2025, connecting TV advertising exposures to sales outcomes using 18 billion annual transaction records. Adsquare introduced an attribution dashboard on June 30, 2025, processing daily footfall data for programmatic campaigns. Prescient AI announced a marketing mix model on July 15, 2025, providing omnichannel measurement across direct-to-consumer, wholesale, retail, and Amazon channels.

Advertisers increasingly demand unified measurement spanning digital platforms and physical retail environments. The fragmentation between online conversion tracking and offline sales attribution creates budget allocation challenges when significant revenue occurs through unmeasured channels. Omnichannel Metrics addresses this gap specifically for Amazon DSP campaigns, though advertisers still require separate measurement solutions for other platforms.

Timeline

• May 12, 2024: Amazon Marketing Cloud offers deeper insights with offline sales data through NCS CPG Insights Stream
• May 2, 2024: Amazon DSP receives additional MRC accreditation for display measurement transparency
• August 29, 2024: Amazon DSP expands conversion modeling to account for off-Amazon campaign results
• September 18, 2024: IAB and IAB Europe release in-store retail media measurement standards for public comment
• January 9, 2025: Amazon extends retail ad technology to other retailers with new service
• July 15, 2025: Prescient AI unveils marketing mix model with omnichannel measurement
• September 3, 2025: Amazon Brand Lift expands to Mexico marketers
• September 16, 2025: Amazon and SiriusXM expand programmatic audio reach through strategic DSP integration
• October 1, 2025: Amazon DSP adds Spotify's global audio and video inventory
• November 4, 2025: Amazon expands Omnichannel Metrics to five product categories
• November 10, 2025: Amazon unifies DSP and sponsored ads in single Campaign Manager platform
• November 11, 2025: Amazon launches unified reporting system across advertising products
• November 12, 2025: Amazon extends Marketing Cloud lookback window from 13 to 25 months

Summary

Who: Amazon Ads announced the expansion affecting advertisers in Consumer Electronics, Fashion, Home Goods & Furniture, Home Improvement, and Toys & Games categories. Both managed service and self-service Amazon DSP accounts can access the measurement capability.

What: Omnichannel Metrics expansion enabling measurement of offline sales impact from Amazon Ads campaigns. The tool leverages Amazon Shopper Panel first-party data combined with third-party signals to track conversions beyond Amazon's digital store across display, audio, and video placements.

When: Amazon announced the expansion on November 4, 2025. The automated study creation process enables continuous measurement rather than requiring manual configuration for each measurement initiative.

Where: The measurement capability operates in the United States through Amazon DSP for campaigns running on Amazon properties and open internet inventory. Offline sales tracking covers purchases at physical retail locations through Amazon Shopper Panel data.

Why: The expansion addresses measurement gaps where advertisers cannot connect digital advertising exposure to physical retail conversions. Automation of the study creation process removes friction that historically limited measurement frequency, enabling advertisers to consistently optimize campaigns for total sales impact across online and offline channels.