Industry News

The update follows an April update that grouped results by product category rather than by name, and it marks the first time Amazon has surfaced retailer identity within its own attribution product, according to the launch announcement published on Amazon's advertising site. Amazon introduced product category-level breakouts to Omnichannel Metrics in April 2026, using the same exposure-based methodology to show advertisers which product categories, rather than which specific stores, their campaigns were driving purchases within. Amazon's announcement does not address this question directly, and advertisers evaluating the feature will likely need to test it against their own retail partner mix to understand where the granularity holds up and where it does not.