Most advertisers focus on short-term sales and immediate ROAS, but Amazon has introduced a game-changer: Long-Term Sales (LTS).
Announced in late 2024 and now rolling out in ad reporting, LTS estimates the potential sales your campaigns could drive over the next 12 months from new-to-brand customers. It goes deeper than the usual 14-day attribution window—showing how well your ads move shoppers down the funnel (detail page views, add-to-carts, branded searches, purchases) and turn them into repeat buyers.
Amazon highlights this metric prominently in campaign reports for Sponsored Ads (like Sponsored Brands and Sponsored Display) and Amazon DSP. It’s a clear signal: Amazon wants brands to view ad spend as a long-term investment in customer lifetime value (LTV), not just quick conversions.
The exact calculation is a bit of a black box—based on historical patterns of similar customer engagements—but it’s designed to reward campaigns that build lasting brand relationships.
How to Use It in Practice
Look at your LTS trends in reporting:
- Case 1: Projected LTS is trending higher than current sales → This suggests strong future potential. Keep investing (or even increase spend) in upper-funnel ads like Brand and Display to capture more new customers.
- Case 2: LTS matches or lags current sales trends → Test aggressively ramping up Brand and Display spend over the next few months to see if the forecast improves.
LTS encourages smarter, patient scaling—especially for brands focused on loyalty and growth beyond one-off purchases.
If you’re ready to optimise your Amazon ads with these new insights, get in touch for expert guidance!
