Amazon Adds New Attribution — See the Full Customer Journey Behind Every Sale

Welcome to our weekly newsletter, Hunter's Insights!

In this special edition, we bring you essential Amazon updates and industry insights to keep you ahead in the fast-paced world of e-commerce:

🆕 Amazon Ads Adds Multi-Touch Attribution to Sponsored Products

🖥 AWS Adds Tagging Support for CloudWatch Dashboards

📁 Amazon Updates Variation Management in Seller Central

🤖 Amazon Introduces AI-Powered Canvas in Seller Central

📈 Amazon Expands New Selection Program for 2026

📊 Amazon Adds Subscribe & Save Benchmarking to Vendor Central

🔐 Amazon Rolls Out Passkeys for Seller Central

🆕 Amazon Ads Adds Multi-Touch Attribution to Sponsored Products

Amazon has introduced a new Attribution toggle in the Sponsored Products reporting console, allowing advertisers to view multi-touch attribution alongside the traditional last-click model.

Key Updates:

• Sales credit can now be shared across multiple ads that influenced a purchase, not just the final click.

• Advertisers can better understand which campaigns drive awareness, consideration, and conversion.

• Broad keywords and upper-funnel campaigns may receive more accurate credit for assisting sales.

• Comparing multi-touch and last-click reports can help prevent cutting campaigns that play an important supporting role.

This update provides a more complete picture of the customer journey, helping brands make smarter optimization decisions based on how shoppers actually convert—not just which ad got the last click.

🖥 AWS Adds Tagging Support for CloudWatch Dashboards

AWS has introduced support for tagging CloudWatch Dashboards, making it easier to organize dashboards and manage access across cloud environments.

Key Updates:

• CloudWatch Dashboards can now be tagged by team, project, environment, or other custom categories.

• The update also enables tag-based access controls for improved governance.

• Existing AWS tagging strategies can now be applied consistently across CloudWatch Dashboards.

Although this is a relatively small update, it removes an inconsistency that many AWS users have encountered for years. For organizations managing large cloud environments, consistent tagging makes resources easier to organize, secure, and maintain.

📁 Amazon Updates Variation Management in Seller Central

Amazon is gradually replacing the legacy Variation Wizard by integrating variation management directly into the List Your Products dashboard, creating a more streamlined workflow for catalog management.

Key Updates:

• Sellers can search products and manage variation families without leaving the listing dashboard.

• Existing child ASINs are easier to view, and offers can be added with fewer steps.

• Amazon now provides pre-filled variation templates tailored to specific product families.

Although bulk uploads and flat files will remain essential for large-scale catalog operations, this update should make everyday variation management faster and more intuitive. For sellers managing extensive catalogs, fewer clicks and a more unified interface could translate into meaningful time savings.

🤖 Amazon Introduces AI-Powered Canvas in Seller Central

Amazon has quietly rolled out Canvas, a new AI-powered analytics feature available in the New Seller Central experience. Instead of manually digging through reports, sellers can ask questions in natural language and receive instant insights.

Key Updates:

• Canvas answers questions about sales, advertising, and account performance using conversational AI.

• The tool generates interactive charts, performance trends, and actionable recommendations in seconds.

• Sellers can ask follow-up questions without switching reports or dashboards.

Canvas represents another step in Amazon's shift from simply providing data to helping sellers interpret it. Rather than spending time building reports, brands can focus on making faster, more informed decisions based on AI-generated insights.

📈 Amazon Expands New Selection Program for 2026

Amazon has announced significant enhancements to its New Selection Program, effective July 30, 2026, giving brands more support when launching new FBA products.

Key Updates:

• Fee credits on the first 200 units, including reduced referral fees and credits that can offset referral and FBA fulfillment costs.

• Launch incentives include $50 in coupon credits and $75 in Vine enrollment credits to help drive early sales and reviews.

• New ASINs also receive benefits such as free storage for 120 days, free returns, free liquidations, and exemptions from select inventory-related fees.

• Sellers using Vine Pre-Launch receive an additional 45-day extension on eligible benefits.

The expanded program lowers many of the biggest barriers to launching new products, making it easier for brands to build momentum while keeping early-stage costs under control.

📊 Amazon Adds Subscribe & Save Benchmarking to Vendor Central

Amazon has introduced a new Subscribe & Save Benchmarking dashboard in Vendor Central, giving brands their first opportunity to compare key SnS metrics against similar businesses.

Key Updates:

• The dashboard includes benchmarks for out-of-stock revenue loss, Subscribe & Save penetration, revenue growth, and subscription balance.

• Comparisons are based on factors such as category mix, program tenure, and business size.

• While the data is currently limited, it provides valuable context beyond standalone account performance.

This is a welcome addition for brands looking to evaluate the effectiveness of their Subscribe & Save strategy. Rather than analyzing performance in isolation, advertisers can now see how they stack up against comparable businesses and identify areas for improvement.

🔐 Amazon Rolls Out Passkeys for Seller Central

Amazon has started rolling out Passkeys for Seller Central, giving sellers a faster and more secure way to sign in without relying on passwords.

Key Updates:

• Sellers can sign in using a fingerprint, face recognition, or a device PIN.

• Passkeys are designed to improve security and protect against phishing attacks.

• The new authentication method offers a faster, password-free login experience.

This update is another step toward stronger account security across Seller Central. Sellers should enable Passkeys when they become available and ensure their team is ready for the transition.

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