What you need to know

Amazon Ads can now show U.S. advertisers which rival retailers receive sales after people see an Amazon DSP campaign.

In an 18-week example shared by Amazon, Walmart generated $8.28M and Target $6.84M of $36M in measured off-Amazon sales, 42% combined.

Add Costco's $5.04M and the top three hit 56%. Basket economics differ too: Walmart led on volume with 31,846 units at a $260 ASP, while Costco drove 14% of sales from just 12,078 units at a $420 average ticket.

For brands, the budget argument now travels beyond Amazon's checkout. You can show your CFO that Amazon media supported sales at Walmart, Target or Home Depot, then use that same evidence in retailer negotiations.

But this is attribution, not market truth: OCM blends Amazon Shopper Panel data with third-party signals, and the example discloses no spend, control group or incrementality.

Use it for fast channel detail, validate independently before moving budget, and remember who wins biggest: whoever defines the cross-retailer scorecard gets more say over where the next ad dollar goes.

Full breakdown on The Maze.

🗞 News

👉 The FTC ad fight gets a Forbes rebuttal with contributor John Tamny pushing back on FTC Chair Andrew Ferguson's claim that Amazon's ad practices are "unfair and deceptive."

His argument: the second-price auction caps what you pay at one cent above the second-highest bid, and Amazon inserting its own bid brings price clarity to the auction rather than inflating it.

What do you think?

It's just an opinion piece, not a ruling, so keep watching your own CPCs, not the headlines xD

👉 Your best customers already bought twice, so stop treating them like strangers. In DSP, target shoppers who have purchased 2+ times, then build lookalikes from them or hit them with bundles. Push premium products to lift AOV, and swap cold-audience creative for bundles, cross-sell offers or unique codes. The payoff is profitable retention and upselling to your highest-value buyers.

Extracted from my ebook Amazon Advertising Hacks.

👉 Amazon is rolling out extensible paper across North America (used in Europe since 2021), which stretches 5 to 7% before ripping, two to three times more than standard Kraft paper, and runs through retrofitted automated packing machines. The share of North American shipments with single-use plastic delivery packaging dropped from 65% to 37% in a single year, and automated machines avoided 288 million plastic bags in 2025.

👉 Ascendant Network's Showcase in New York packed 15 presentations from retailers, banks and platforms, from The Home Depot and Albertsons to PayPal, Chase and DoorDash.

The common thread was measurement, with The Home Depot's Arun Ramaswamy calling incrementality the key ask. The data pitches are getting sharp: DoorDash says health food orders run 30% higher on Tuesdays than Fridays, 84% of Chewy's sales are automatic subscriptions, and Walgreens starts rolling out screens across 1,200 stores in October.

⚒️ Software & services

👉 SellerSonar API gives you structured Amazon data without maintaining a single scraper:

• data by ASIN (pricing, BSR, listing status, variations)

• live search results with ranking positions and sponsored placements

• full offer landscape with Buy Box ownership

• plus bestsellers, seller catalogs and Brand Stores

It's API-only with no dashboard, pay per request with plans starting at 250,000 credits for $300/month, and you get 100 free API credits when you sign up.

Built for agencies, brands and aggregators feeding BI dashboards, repricers or automation workflows. Get your API access here.

👉 Sellerboard's LTV dashboard shows what a buyer is really worth. Shows buyer value over 3, 6, 12 and 24 months, so you know your real acquisition cost ceiling, which SKUs earn a second order, whether buyers come back at all, and how customer value compares across marketplaces.

Very few tools cover this. Check it out here.