Sell on Amazon Sign in
This article applies to selling in: United Kingdom

Traffic validation

Traffic validation identifies invalid clicks that are illegitimate, accidental, or machine generated. We remove invalid clicks from your click metrics so you will not be charged for them.

We use click-validation software to determine if a click is invalid. Our software reviews all clicks received on your ads, and each click is analyzed to identify patterns of invalid clicks.

Reasons clicks may be invalidated include:

  • Unusual click patterns
  • Clicks identified as being machine generated
  • Duplicated clicks

Most invalid clicks are removed within a day. Some traffic validation can take up to three days to show up in the sales metrics in Campaign Manager and in reports. As a result, metrics from the most recent three days might fluctuate from time to time.

If we identify invalid clicks after the initial reporting, your click and spend data will be restated in Campaign Manager and in future Sponsored Products campaign reports that you run. You will only be charged for valid clicks.

Sign in to use the tool and get personalised help (desktop browser required). Sign in

Was this article helpful?
Thank you for your feedback
How can we improve this help page? Note: This form doesn’t create a support case. Please specify what you think is wrong with the content itself.
What was helpful?
Thank you again for your help!
Thank you for your feedback. If you have more questions, please Contact Us.

Reach Hundreds of Millions of Customers

Start Selling on Amazon

© 1999-2020,, Inc. or its affiliates