What changed
Sponsored Products placement reports reclassify clicks from creator storefronts on Amazon from the Off Amazon row to the Other on-Amazon row; creator content outside Amazon stays in Off Amazon
When
Amazon Ads email to advertisers on November 4, 2026; the change applies from November 11, 2026 (reported by Gloriads, November 5; Voltage Digital, November 7)
Who it affects
Advertisers running Sponsored Products in the US, Canada, Mexico, Brazil, India, Turkey, the Middle East, North Africa and parts of the EU, where creator placements have run since August 10, 2026
What to do
Export a 30-day placement report before November 11 as a baseline, then compare Other on-Amazon and Off Amazon rows daily, fix any rule or filter keyed to the Off Amazon label, and exclude creators with no sales

Key takeaways

  • From November 11, 2026, clicks on creator storefronts on Amazon are reported as Other on-Amazon in Sponsored Products placement reports; creator content off Amazon stays in the Off Amazon row.
  • The placement report is the only place off-Amazon spend is isolated, so save a 30-day baseline before the switch and read the two rows together afterwards.
  • Controls are unchanged: the campaign off-Amazon setting, creator exclusions and negatives on system generated search terms; rules keyed to the Off Amazon label need rewriting.

How creator traffic reached your Sponsored Products reports

  1. Rest of search renamed Other on-Amazon

  2. Off-Amazon serving column added to US bulksheets

  3. Off-Amazon help page lists creators

  4. Creator placements live, all campaigns enrolled

  5. Amazon Ads emails advertisers about the change

  6. Storefront clicks move to Other on-Amazon

What changes on November 11

Since August 10, 2026, Sponsored Products ads have been served inside content from creators in the Amazon Influencer Program, and every existing campaign was enrolled at its current bids and budget. Creator traffic has two homes: a creator's storefront page on Amazon, and the creator's own posts, reviews and videos on other sites and apps. Until now both have been reported in the Off Amazon row of the Sponsored Products placement report.

The November 4 email, as quoted by Gloriads, says that from November 11 a click on a creator's storefront on Amazon is reported as Other on-Amazon, the bucket Amazon renamed from Rest of search on May 28, 2026. Clicks on creator content outside Amazon stay in Off Amazon. Nothing in the reporting we have seen says bids, budgets or the campaign level off-Amazon setting change on the same day.

Voltage Digital, which runs its own Amazon brands, described the same change on November 7 as creator clicks being mixed into the standard Sponsored Products report rather than sitting in a separate off-Amazon bucket, and pointed advertisers to a creator report listed under participating creators, where the creators that earned cost per click in the account appear with their aggregated spend. We could not open Amazon's email itself, so treat the exact wording as reported rather than quoted.

Where creator clicks are reported

Until Nov 10From Nov 11
Creator storefront on AmazonOff Amazon rowOther on-Amazon row
Creator post or video off AmazonOff Amazon rowOff Amazon row
Bid modifier on the rowNoneUnconfirmed, test it
Shown in campaign managerBlended into totalsBlended into totals

Why the row matters more than it looks

Amazon's help page, as cited by Gloriads, says the placement report is the only source for off-Amazon metrics; campaign manager folds that spend into each campaign's totals without separating it. Four rows exist per campaign: Top of Search on-Amazon, Detail Page on-Amazon, Other on-Amazon and Off Amazon. Seller Sphere's September review of a live account adds two limits that still apply: there is no bid modifier for the Off Amazon row, and the Top of Search and product page adjustments do not apply to offsite serving, so the base bid is what buys those clicks.

That leaves one place to judge creator traffic, and from Wednesday it will carry only the part of that traffic that happens off Amazon. A seller who has been watching the Off Amazon row for runaway spend will see it shrink and may conclude the problem went away, when part of it simply moved into a row most advertisers treat as normal search.

So what: the math a brand should run before and after

Use illustrative numbers. A campaign spends $1,500 a month. Before November 11 the rows read: Other on-Amazon $1,000 spend on $4,000 sales (25% ACoS), Off Amazon $300 spend on $500 sales (60% ACoS), with the rest on Top of Search and Detail Page. Suppose $200 of that Off Amazon spend came from creator storefronts on Amazon, at the same 60% ACoS ($333 of sales).

From November 11 the storefront share moves rows. Other on-Amazon becomes $1,200 spend on $4,333 sales, an ACoS of 27.7% instead of 25%. Off Amazon drops to $100 spend on $167 sales, still 60%. Nothing about the traffic changed, yet a rest-of-search ACoS that moves from 25% to nearly 28% looks like a bid problem, and an Off Amazon row that falls by two thirds looks like a win. A rule that pauses or limits campaigns when Off Amazon spend passes a threshold would also stop firing, because the spend it watched is now labelled differently.

The money at stake is the share of creator traffic that does not convert. In the example that is $200 a month of storefront clicks returning $333, against an account that returns $4 per $1 elsewhere. On a $15,000 a month account with the same mix the misread is roughly $2,000 of spend a month hiding inside the search bucket.

Which controls still reach creator traffic

Three levers exist and none is new. First, each campaign has an off-Amazon serving setting with a default that increases reach and an option that limits off-Amazon spend; Amazon warns that limiting it can reduce impressions and sales. Second, specific creators can be excluded, which is reactive by nature. Third, creator placements have no search box, so Amazon generates search terms from the context and writes them into the search term report; those terms can be negated, and they should not be harvested into new campaigns as if a shopper typed them.

Seller Sphere also found that the Sponsored Products v3 API does not return the off-Amazon serving setting at all, so a tool that relies on it cannot tell a limited campaign from a default one. The console, the bulksheet column Amazon added for US advertisers in June 2026, or the newer unified Ads API are the places to read and change it. What we cannot confirm from the sources is whether a storefront click, once labelled on-Amazon, still responds to the off-Amazon limit setting or begins to respond to the Other on-Amazon bid adjustment. Test one campaign after November 11 and read the rows rather than assuming.

What advertisers should do this week

Six steps, each with an owner, a place and a metric that shows it worked.

  • Ads manager: today, in the Amazon Ads console under Measurement and reporting, then Sponsored ads reports, run the Sponsored Products Placement report as a Summary for October 12 to November 10 and save it. Metric: a stored baseline with Off Amazon share of spend and ACoS per campaign.
  • Ads manager: from November 12, run the same report Daily and compare the Other on-Amazon and Off Amazon rows against the baseline. Metric: the rise in Other on-Amazon spend equals the fall in Off Amazon spend; anything beyond that is a real bid or competition change.
  • Tool owner: search every rule, saved filter, pivot and third-party automation for the words Off Amazon and Rest of search, and rewrite the ones that gate spend on those labels. Metric: each rule fires on a test row after November 11; Seller Sphere found a rule that sat inert for seven weeks after the May rename.
  • Ads manager: open the creator report under participating creators and list the creators that earned cost per click in the last 30 days with their sales. Metric: creators with spend and no sales over 30 days are excluded and their spend reads zero in the next report.
  • Ads manager: pull the search term report for the same 30 days and tag the system generated terms that arrived with creator placements. Metric: none of them are harvested into exact match campaigns, and the ones pulling in an adjacent category are negated.
  • Brand owner: for any campaign whose Off Amazon ACoS has run at more than twice the account ACoS for four weeks, switch the off-Amazon setting to limit spend and watch the next two weeks. Metric: campaign ACoS falls without a matching drop in orders; if orders fall, switch it back.

Before and after November 11

  • Save a 30-day placement report baseline
  • Compare Other on-Amazon and Off Amazon rows daily
  • Rewrite rules keyed to the Off Amazon label
  • Exclude creators with spend and no sales
  • Negate system generated search terms
  • Limit off-Amazon spend where ACoS is twice the account

When this does not apply

Advertisers who only sell in the UK are not affected: Amazon's list of markets for creator placements does not include the UK. Sponsored Brands ads stay on Amazon, so their placement report has no Off Amazon row, and Sponsored Display reports its audiences separately. Sellers whose Off Amazon rows already read close to zero have nothing to reclassify, though the baseline export still costs ten minutes and settles the question. And if your creator storefront traffic converts as well as search does, the move changes a label, not a decision.

Where PPC Spider helps

PPC Spider manages Amazon ads for brands with target ACoS set from product margin after fees, and SpiderOS reads placement and search term data daily so a reclassification shows up as a labelled shift rather than a surprise. Our Amazon PPC management service includes placement and creator review, and a free Amazon audit will show how much of your current spend sits off Amazon and what it returns. For the mechanics of the ad type, see our Sponsored Products guide, and for how creator traffic is sourced and paid, our Creator Connections guide. More ad platform changes are in Amazon advertising news.

Sources

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