Inside the Halo Effect: Fospha’s Masterclass on Measuring Amazon Impact

Amazon sales without Amazon ads? Discover the hidden performance drivers brands are finally measuring.

Author

Sophie Bruxner-Randall
March 28, 2025 • Estimated Reading Time: 3 minutes

When 40% of US eCommerce flows through Amazon—but your ad dollars are going elsewhere—how do you really measure success?

At Shoptalk 2025, Fospha’s Dom Devlin and Jamie Bolton tackled that exact question in a packed session that introduced a new metric shaking up retail attribution: Unified ROAS, powered by Fospha Halo.

🌀 Amazon’s Hidden Influence—Now Made Visible

Most measurement frameworks stop short at DTC. But the Fospha team showed that nearly half of Amazon sales are actually driven by non-Amazon ads—leaving a massive blind spot in typical attribution models.

That’s where Halo comes in.

By blending DTC and Amazon revenue against channel spend, Fospha’s Unified ROAS gives brands a full-funnel, cross-channel view of marketing’s real impact.

🔍 What the Data Reveals:

  • 42% of Amazon sales are driven by external media

  • Campaigns that include Amazon impact see 45% higher ROAS

  • TikTok’s ROAS jumps 80% when Amazon sales are included

  • During Prime Day, Fospha client Nécessaire saw +47% revenue by planning upper-funnel with Halo insights

As Jamie Bolton noted during the session:

“You can’t optimize what you can’t see. With Halo, brands finally have visibility into how Meta, TikTok, and YouTube are impacting Amazon sales.”

📼 Nécessaire x Fospha Case Study

@clickz_official

🚀 @Amazon ads: what you’re missing 🛒 For years, Amazon has been a black box - but what if your Meta ads were driving more impact than you ... See more

📘 Want the Full Strategy?

Fospha’s Halo Report breaks down everything you need to know about the DTC-to-Amazon halo effect—and how to turn it into a competitive advantage.

🧠 What’s Inside:

  • Why Amazon’s ‘walled garden’ creates a measurement blind spot

  • How DTC ads actually drive Amazon sales

  • The channels with the strongest halo effect

  • What Unified ROAS is—and why it’s changing the game

  • A behind-the-scenes look at Nécessaire’s omnichannel Prime Day strategy

Whether you're scaling on Amazon or optimizing for DTC, this report shows you how to connect the dots—and drive profitable growth on both fronts.

SPONSORED BY
sponsored by Fospha

Independently Created. Not affiliated with Shoptalk.

ClickZ is a Contentive publication in the Events division