Why Last-Click Attribution Is Killing Your Amazon Ads Strategy
80%+ of shoppers don’t buy after their first Amazon search.
They explore.
They compare.
They search again. Sometimes 2, 3, or even 5 times before finally clicking Buy Now.
And here’s the kicker:
40% of Amazon searches don’t even get a single click.
Let that sink in.
Shoppers are on a journey.
If you are only tracking the last step, you are missing everything that came before it.
That’s where Amazon Marketing Cloud (AMC) comes in.
It doesn’t just show you what converted. It shows you how people got there.
Here’s what we have seen:
80%+ of purchases happen after multiple search terms
The “last-click” keyword is just the final nudge
Early-stage discovery terms rarely get credit, even though they matter a lot
And here’s the problem...
Most advertisers only optimize for ROAS on converting terms.
This leads to underfunding the keywords that actually drive awareness.
Want to fix it?
Use AMC’s First & Last Search Term Report:
Pull 30 to 90 days of search path data
Identify the “first touch” terms. These are early, non-converting queries
Map them to final converting terms
Test, fund, and scale the high-potential discovery keywords
Watch your funnel widen and delayed conversions increase
This isn’t just attribution.
This is a strategy.
If you are spending $5K or more per month on Amazon Ads and not using AMC to surface early-stage keywords...
You are flying blind.
Because the right question isn’t:
“Which keyword converted?”
It’s:
“Which keyword got me discovered?”