edominic@adeads.com

  • Amazon PPC / AMS
    • AMS Fundamentals
    • AMS Fundamentals Test
    • AMS Advanced
    • AMS Advanced Test
  • AMG
  • Services
  • About
  • Contact
  • Amazon PPC / AMS
    • AMS Fundamentals
    • AMS Fundamentals Test
    • AMS Advanced
    • AMS Advanced Test
  • AMG
  • Services
  • About
  • Contact

Blog

  • You are here:
  • Home
  • Halo sales in AMS campaigns explained

Halo sales in AMS campaigns explained

  • Posted by Dominic
  • On January 5, 2018
  • In AMS Advanced, AMS Learning Lounge

The concept of halo sales in AMS means that the estimated total sales that you are seeing in your campaigns, are sales that the ads have influenced across all your brand products, not only the ones that you are promoting. This concept is crucial to understand when analysing the performances of your AMS campaigns.

Image of Halo sales in AMS campaigns explained AmazonPPC

AMS sales = Halo sales = sales for promoted ASINs + sales for all ASINs belonging to the brand (after user clicks on ad)

Halo sales in AMS: example

To understand better how this works, let’s take the following example:

Your brand is in the PC category and you are selling Laptops, PCs, and Tablets. You have AMS campaigns running only for laptops. A user clicks on one of your AMS campaigns that you are running > he/she ends up purchasing a tablet that you aren’t promoting. The sale will still be attributed to the Laptops’ campaign, as the tablet that he purchased is part of your own brand.

Sales are attributed to a campaign only if a user clicked on the ad before the purchase was made. Read more about the Sales Attribution Model in AMS.

So, when an advertiser creates an AMS campaign to promote one or more ASINs, AMS expands those ASINs to others within that brand’s subcategory, category, and General Line (GL). When a customer clicks on the ad and purchases a product within that brand’s subcategory, category, or GL, the campaign gets sales’ credit for that order, as it helped the customer discover the brand.

Are AMS estimated total sales real sales?

Yes, and No.

No, because the sales are not for the products that you are promoting, but for all the products belonging to your brand.

Yes, because even if they are halo sales, they were still influenced by the campaigns that you are running (i.e. a user had to click on one of your campaigns for the sale to be attributed to your ad). This is the old sales’ attribution principle that advertising is based on: you are promoting one of your products to create brand awareness that will help increase sales for all your products.

Is there a way to see real sales vs halo sales in AMS?

At this moment, Amazon doesn’t provide this information. They will probably keep the halo sales practice going. If they split the sales, they risk that advertisers will put less money onto AMS, as they will see the real sales that the campaigns are generating – these would be lower than the current metrics.

Conclusion on Halo sales on AMS

The total sales and Units sold data from the AMS campaigns can be deceptive, as they are not only sales for the products that you are advertising, but sales influenced across the whole brand. Currently, we cannot see the split between sales for promoted products vs sales for brand products. The encouraging thing here is that sales are click-based attributed and not viewed-based (as AMG is). This means that, no matter what product a customer ended purchasing from your brand collection, he’s done it after clicking on one of your ads.

Read also:

  • Frequency capping in AMS campaigns
  • Sales attribution model in AMS
Share:

Previous Post

AMS reporting tool has been updated to allow a date range view

Next Post

Sales attribution model in AMS explained
3 comments on Halo sales in AMS campaigns explained
Jennifer Fernando
  • Apr 13 2018
Awesome post. Thank your for sharing such a nice article.
David
  • May 3 2018
you mentioned that Halo sales are not for the necessarily for the products that you are promoting, but for all the products belonging to your brand. Can you please clarify this? For instance, lets say i am running an ad on a PC as you mentioned above & a user clicks on my ad however purchases that same PC from a different seller. will these sales show up on my campaign report as part of total sales? Or does total sales only calculate sales attributed to products in my catalog?
    Dominic
    • May 4 2018
    Hi David. Sure, so halo sales means that if your brand has different products in the same Amazon category (PC for example), then any product that a user will purchase after he/she clicks on one of your campaigns, will be added to the sales generated by the ad (even if you are not promoting the product that he/she bought - the product belongs to your catalog though).

    Your example refers to something slightly different (i.e. 3p sales). In this case, the sales attribution is different depending on the type of campaign that you are running (Headline Search, Sponsored products, or Product Display). What type of campaign are you running?
    For HS and PD - Yes, 3p sales will also show in your campaigns' reports as part of the total sales.
    For SP - the total sales are only for the products in your catalog.
    Does this make more sense?
Recent Posts
  • How to run a Business Ethically on Amazon in 5 steps
  • When should I launch my Amazon PPC campaigns for Prime Day?! When should I increase my budgets and bids?!
  • Everything you need to know about video ads on Amazon Advertising
  • Is the next Amazon Fulfillment Center going to be opened in the mall next to you?
  • Did Amazon Prime Day save the economy in India in 2020?!
Scroll

Image of eDominic logo white - Digital Marketing, Amazon Advertising, AMS, Amazon PPC, AMG

edominic.com is a comprehensive advertising studio where we made a mission out of helping professionals trying to grow online and on Amazon. We do this by sharing our extensive experience on this website and by managing and delivering advertising campaigns: Google Ads, Facebook Ads, LinkedIn Ads, YouTube Ads, Amazon Advertising Ads (AMS / Amazon PPC and AMG).

Contact details
  • Email
    support@adeads.com
Find us on Social Media
Recent Posts
  • How to run a Business Ethically on Amazon in 5 steps
  • When should I launch my Amazon PPC campaigns for Prime Day?! When should I increase my budgets and bids?!
  • Everything you need to know about video ads on Amazon Advertising
Categories
  • AMG
  • AMS Advanced
  • AMS Fundamentals
  • AMS Learning Lounge
  • Other Insights
  • What To buy on Amazon

Privacy Policy

We use cookies to ensure we give you the best experience on our website. You can opt-out whenever you wish.Accept Learn More
Learn More

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
Necessary
Always Enabled

Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.

Non-necessary

Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.

SAVE & ACCEPT