30 Day History / Data since Last Bid Change
The threshold count for each keyword includes a 30-day history before the activation date of the rule. If the keyword bid was changed within Sellics during the last 30 days, the threshold count will start on the day of the last bid change.
The time period that a rule will take into account is limited to a moving window of the last 90 days. For example, if you create a rule today, it already includes up to 30 day of history. If no action is triggered during the next 61 days, only the last 90 days of history will be included.
Flexible Buffer Time for Sales Attribution - 3 / 5 / 7 Days
By default the Automated Rules will wait 7 days to check if any conditions are met to account for longer sales attributions.
For example, a customer could click on your ad today and only buy the product a few days later. As this can influence all sales related performance metrics significantly, the rules will ignore all data from the past 7 days.
This buffer time can be manually reduced to 5 or 3 days at the top right of each rule-set:
Weighing Caution vs Accuracy
Amazon connects sales to clicks up to one week after the respective clicks - the grand part of the sales should be attributed after 3 days though.
Deciding on a buffer time therefore depends on how much ad spend you are willing to accept, as well as how eager you are not to exclude any (good) keywords prematurely.