• All impression and conversion events in AMC have a 14-day lag from event occurrence to event present in AMC table.
• There is no need to wait 14 days after the end date of your query date range; waiting will have no impact on the query results.
• Amazon’s attribution logic leverages a 14-day window; queries run before the 14-day attribution window passes will be missing relevant conversion events.

The correct answer is: Amazon’s attribution logic leverages a 14-day window; queries run before the 14-day attribution window passes will be missing relevant conversion events.

Explanation: You should wait until 14 days after the end date of your query date range to run analyses using the amazon_attributed_events_by_traffic_time table because Amazon’s attribution logic leverages a 14-day window. If you run queries before the full 14-day attribution window has passed, your results will be missing conversion events that could still be attributed to campaign activity in your selected date range. Waiting ensures all data is fully processed and included for accurate measurement.

Reference content: Custom attribution analysis – Amazon Marketing Cloud

“The standard ’14-day last-touch attribution’ is practiced in Amazon Ads standard campaign reporting. … Waiting for the 14-day window to complete ensures all relevant conversions are included in your reporting and analysis.”