As an Amazon seller, you know traditional measurement tools can't see across walled gardens, leaving you in the dark about how your Meta, TikTok, and Google campaigns drive Amazon revenue. Amazon’s platform only attributes sales to Amazon Ads (Sponsored Products, Sponsored Brands, Sponsored Display) and does not account for the impact of your DTC Ads (Tiktok, Meta, Youtube, etc). This means brands investing in both DTC ads and Amazon PPC are left with an incomplete view of performance, leading to misallocated budgets and undervalued marketing efforts. Until now.

Halo is the first-to-market solution that reveals the true impact of your DTC advertising on Amazon sales. By measuring Unified ROAS across both your DTC website and Amazon, Halo gives you the complete picture of your marketing performance.

Without Halo, brands underestimate the impact of their Meta, TikTok, and Google ads on Amazon sales, leading to misallocated budgets and lost growth opportunities. Halo changes that. With Unified ROAS, you can finally measure the total revenue impact of every marketing dollar, across both DTC and Amazon. No more guesswork—just smarter, data-driven budget decisions that optimize upper- and lower-funnel investments for maximum profitability.

Amazon’s reporting only attributes sales to its own ads, making it difficult to fairly compare Amazon Ads (Sponsored Products, Sponsored Brands, Sponsored Display) to external media. Halo eliminates this blind spot by offering a side-by-side comparison that reveals which channels truly drive revenue.

For the first time, Amazon sales are seamlessly integrated into Fospha’s analytics suite, making it easy to track cross-channel performance, optimize spend, and scale profitably—all from a single source of truth.

Once Halo is enabled and your Amazon data in onboarded, you'll see new features in your Fospha dashboard:

🔹 Amazon Sales Toggle – Easily include or exclude Amazon sales across all core dashboards. Compare performance with and without Amazon to see the true contribution of your DTC ads (Meta, TikTok, Google) to Amazon sales.

🔹 Unified ROAS: Move beyond DTC-only ROAS and Amazon-only ROAS. See how all your ad spend—including DTC and Amazon—works together so you can invest in the channels driving the most revenue.

🔹 Cross-Channel ROAS Comparison – Move beyond Amazon's last-click reporting. With Halo, you can now fairly compare the efficiency of Amazon Ads vs. DTC Ads to understand where your budget works hardest.

🔹 Amazon Ads Performance Insights – See a breakdown of Sponsored Products, Sponsored Brands, and Sponsored Display ads. Assess ROAS, saturation levels, and revenue contribution, helping you optimize Amazon PPC alongside DTC channels.

🔹 Channel Health Check Integration – Amazon ad channels are now included in your Channel Health dashboard, allowing you to make apples-to-apples comparisons between Amazon Ads and DTC performance in a single view.

🔹 Spend Strategist Enhancement – Understand Amazon Ads saturation and headroom for growth. See if scaling Amazon PPC or reallocating budget to Meta, TikTok, or Google will drive better incremental revenue.

Challenge: Necessaire wanted to understand which channels were truly driving their Amazon sales, especially ahead of high-volume shopping events like Prime Day.

Solution: Using Halo, Necessaire discovered that their TikTok and Meta campaigns were significantly influencing Amazon purchases, with a stronger impact than previously measured.

Results:

Q: How is Halo's attribution different from Amazon's own attribution?

A: Halo breaks through Amazon's walled garden by connecting external media to Amazon sales—something Amazon's native attribution doesn't do. While Amazon only attributes sales to its own ads (Sponsored Products, Brands, Display), Halo reveals how your Meta, TikTok, and Google campaigns influence Amazon purchases using our proprietary ML Attribution + Daily MMM methodology. This gives you the complete picture of what's actually driving your Amazon revenue.

Q: Does Halo provide insights specifically into Amazon Ads performance?

A: Absolutely! Halo gives you a comprehensive view of your Amazon advertising ecosystem, including detailed ROAS metrics for Amazon Ads compared to external platforms, saturation analysis to identify diminishing returns, and a clear breakdown between Amazon Ads-driven vs. Organic Amazon sales. This helps you determine when to scale Amazon PPC and when external channels might deliver better incremental results.

Q: Can Halo separate organic Amazon sales from Amazon Ads conversions?

A: Yes, this is a core capability. Halo clearly distinguishes between sales driven by Amazon Ads (Sponsored Products, Brands, Display) and organic Amazon sales. This separation is crucial because it allows us to identify which portion of your organic Amazon sales are actually influenced by external channels like Meta and TikTok.

Q: How long does a typical Halo onboarding process take?

A: The process is streamlined for quick implementation. For existing Fospha customers, connecting Amazon requires minimal setup time, with the complete data pipeline running within approximately 48 hours. The beauty of Halo's integration is that it requires no additional tracking implementation—we leverage your existing Fospha connections alongside Amazon's APIs.

Q: Is our data accessible in real-time, or is there a delay in processing?

A: Halo's pipeline refreshes your data daily, with metrics available from the previous day's performance. This follows Fospha's standard refresh schedule, ensuring consistent data availability across your entire marketing ecosystem.

Q: Why should I connect Halo now rather than waiting for future updates?

A: The earlier you connect Halo, the more valuable your dataset becomes. Unlike Amazon, which only retains ~90 days of historical data, Fospha preserves your performance history indefinitely once connected. This means you'll be building a comprehensive dataset from day one, which becomes incredibly valuable for year-over-year analysis and seasonal planning.

Q: Can I view Amazon sales separately from my DTC sales?

A: In Halo's current beta release, we've optimized for unified cross-channel visibility—showing combined Amazon and DTC sales to reveal the complete performance story. This integrated approach helps you identify hidden revenue connections that would remain invisible when viewing channels in isolation. We're actively gathering feedback from beta users to enhance channel-specific visibility in upcoming releases.

Q: Which types of Amazon Ads are currently supported?

A: Halo's closed beta supports the core Amazon advertising products: Sponsored Products, Sponsored Brands, and Sponsored Display ads. These typically represent the majority of brands' Amazon advertising investment and provide the foundation for comprehensive attribution insights.

Q: Is Amazon DSP supported?

A: Amazon DSP is not supported in the current closed beta. We recognize this as an important capability for brands with sophisticated Amazon advertising strategies and have it on our roadmap for future development.

Q: Can Halo track new vs. repeat customers on Amazon?

A: This capability isn't available in the current version because Amazon doesn't provide the transaction-level customer data needed for this segmentation. We're exploring alternative approaches for future releases.

Q: Why Can I Only See Last 90 Days of Amazon Data?

A: When you first onboard with Halo, you’ll see only the most recent 90 days of Amazon data, even though Amazon Seller Central stores over a year of organic sales data and up to 90 days of ad data. This ensures a fair, apples-to-apples comparison between Amazon Ads and Amazon Organic sales from the start.

Unlike Amazon, Fospha retains all Amazon data from the day of onboarding, allowing you to build a long-term dataset over time for better trend analysis and smarter budget decisions.

The sooner you connect Fospha, the more historical data you’ll accumulate—ensuring your Amazon and external media insights grow month over month.

Halo is currently available in closed beta for brands that meet the following criteria:

✅ Daily Amazon Conversions: At least 40 Amazon conversions daily (Required for Beta Access). Below this threshold, there may be insufficient data to generate stable and actionable insights on how external media influences Amazon sales.

✅ Amazon Sales Volume: Ideally, Amazon should account for at least 10% of total sales compared to Shopify/brand.com revenue (Recommended). If Amazon is only a tiny fraction of your total sales, you're unlikely to gain much value from measuring its impact or reallocating budgets.

Ready to discover how your DTC advertising fuels Amazon sales and unlock unified ROAS? You have two options to express interest in Halo:

Halo is currently in closed beta. Features and functionality may evolve based on user feedback and product development.