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Amazon Attribution - what it is and how it's best used?

Published on November 13, 2020

About this video

In today’s video, we talk about Amazon attribution. 1) What is Amazon Attribution? 2) How can you get access to it? 3) What are the advantages of using the program? For more actionable advice tailored specifically to your business, visit: https://www.amazoniappc.com To sign up to Amazon Attribution program, visit the following link: https://www.amazon.com/forms/3635f20b-f743-4f6a-99a1-4150eb5b4d00?ref_=a20m_us_attr_gs_sgnup

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Transcript

hi guys this is elena from amazonia ppc and today i'm going to talk to you about amazon attribution you might have heard of amazon attribution here and there somewhere it's been there for last couple of months and we still see a huge portion of our clients as well underutilize this uh feature that amazon's giving you um why we consider this to be underutilized well basically because um there isn't there's a certain lack of measurement when it comes to and tracking when it comes to shopping results and understanding how many clicks and how many different channels are contributing to that sale on amazon um most of the time sellers will consider this their sales to be coming only from amazon traffic which is not always the case especially with established brands that uh keep sending traffic to their listings from external sources such as email social media influencers other authority websites and different types of sources what you could not do so far is measure what the impact was when you send the traffic to your listing you there was no way for you to know how many sales generated that um amazon attribution allows you to do that it's very similar the the methodology they use is very similar to what google has started using utm codes ages ago and utm codes are one of the most common ways how you track traffic custom traffic on google so what amazon did is kind of develop their own analytical tool which is built in that you can use within seller central or vendor central whichever access you use and um use it with an interface it's very easy to to navigate very easy to to use basically so what you would do is uh go to this address that i'm going to share in the video description below and use the get started button just to fill out the sign up form and you need to register before you enter amazon attribution program before you approve to it into it um and i think you have to be brand registered in order to do this also you have to be uh trademark and brand registered so what does this enable you to do what are the advantages advantages uh what number one advantage is that you can understand what kind of traffic contributes to your overall success on amazon and which one doesn't so you can double down on the ones that actually do and therefore improve your return on investment so if you're using different types of influencers to promote your products on social media on instagram for example this could be very useful feature for you to understand just give them the the piece of code that they need to use in order to send the traffic back to your listing and you will understand easily how many sales are depending on what the goal of your campaign is right so if you need clicks and impressions in order to generate brand awareness or if you need more clicks and someone to spend time on your listing um or you need conversion rates if you're doing ranking for your products and different types of things then uh that's going to be the the way how you track success in your attribution campaigns they're very easy to set up i can't really show you how they work because that would be showing my clients data which we don't do but when you enter the interface when you receive the access to it you will be offered a feature called advertiser which is basically another name for a channel type so if you are using facebook your advertiser one is going to be facebook facebook ads or facebook posts um instagram posts uh instagram influencers email uh other types of authority websites if you're in a niche and if you're selling you know golf equipment certain celebrity golfers might endorse the product and send the traffic back to your listing tracking all this traffic is super beneficial for you to understand just simply how are they doing and um if that if that's going in a good direction so amazon attribution program is easy to set up we think you should do it and you should please try it um especially because it's right now it's q4 there are increased levels of traffic that you could uh analyze later so faster population of data is happening right now it's not too late to do that and also this time of the year is super convenient for you to to create social the social campaigns they're going to be very specific around holidays so that's something that really helps raise the traffic and there are different tools that you could use like age wraps for example google trends um different types of tools that you can use to for social listening and in other words to understand what's the topic what kind of topic would be driving most attention like right now you know with the elections and everything that's going on that's super relevant so mentioning something related to that could drive uh attention and um this is something you have to be very careful about because not every attention is positive but as long as it's relevant to your brand and uh relevant to what you do and the kind of contribution products make to customers it should be you should be good to go so social media email if you haven't started yet start building your following um because amazon attribution is also really great for prospecting new buyers for your brand new shoppers that you could retarget later through dsp for example so this is these are all some so-called advanced things that are advanced when compared to regular seller central campaigns and stuff like that but in reality this has existed years ago on other platforms and now amazon is just catching up so make sure to use that momentum for your own advantage because i'm sure that not a lot of brands are doing that right now it's only old for a couple of months been there and it's still in beta it's still testing out it's not the final version and um as long as you get the final version i'm guessing it's going to be available to a lot more people and understandable and easier to use so those two advantages being able to early prospect your audience and expand your audience for later retargeting through dsp is one of them and also understanding which channels contribute and which don't to the overall success of your account are the two strongest reasons why you should use amazon attribution and um we're still also figuring out how it works um what kind of uh what kind of contribution does it also does for ppc as well because it's not uh ppc results are not gonna be always uh strictly uh the results are not gonna be strictly correlated to the keywords you target for example your ppc is there to help you show up for the keyword that uh someone is searching for um or to show up if you're doing some kind of competitive targeting through ppc to show up for searches where someone's looking at the customer the competitor's product that's great but um most of the cases the demand is going to be formed somewhere else not on amazon they do use a lot of the customers the shoppers they use a lot of time to do product research also on amazon but social media is also one of the main vehicles where they also do that and the influence that they're they're driving their influences from so something to keep in mind uh not only looking at the amazon attribution as a way to track the traffic that's coming through to your listing but also thinking of it as one of the initiatives for driving external traffic to your listings um by consistently finding new ways how to expand your brand outside of amazon as well and harvest the potential that all these other channels have to strengthen your brand on amazon as well and i know that there are different ways how you can grow your brand either through um expanding your product portfolio or ensuring that you have tons of inventory for the best seller products that you have and also expanding to different categories for example and expanding off of amazon as well but um when we think about growth we don't always think of the directions in which we could take the vice versa effect basically um taking the different approach of harvesting other channels to grow your amazon brand as well so amazon attribution being one of the main tools how you do that because every success starts with knowing your numbers and this is exactly the kind of feature that enables that i highly endorse it and i hope you try it and let me know how it works thank you for watching

Frequently asked questions

What is Amazon Attribution and what problem does it solve for sellers?

Amazon Attribution is a free tracking tool that allows brand-registered sellers to measure the impact of external marketing channels on their Amazon sales. Without it, a seller running Instagram ads, email campaigns, or working with influencers has no way to know how many sales those efforts actually generated on Amazon. Attribution assigns a unique tracking tag to each external campaign or channel, similar to how UTM parameters work in Google Analytics. When a shopper clicks that tagged link and makes a purchase on Amazon, the sale is credited to the correct source, giving sellers clarity on which channels contribute and which do not.

Who can access Amazon Attribution and where do I find it?

Amazon Attribution is available to professional sellers enrolled in Amazon Brand Registry, vendors, and agencies managing brand accounts. It is accessible through the Amazon Advertising Console under Measurement and Reporting. Sellers who have not previously registered will need to complete a sign-up step before their account is activated. The tool is currently available in a limited number of marketplaces including the United States, United Kingdom, Germany, France, Italy, Spain, and Canada.

How do I set up tracking for an influencer or social media campaign using Amazon Attribution?

Inside the Attribution console, you create a campaign and select the products you want to track. You then generate a unique tracking tag for each external source, such as one tag for an Instagram influencer, a separate tag for a Facebook ad campaign, and another for your email newsletter. Each influencer or channel receives their own link that leads to your Amazon listing. When someone clicks through and purchases within the 14-day attribution window, that sale is credited to the corresponding tag. This allows you to compare which influencer drove the most conversions, which platform outperformed the others, and where your external marketing budget is generating the strongest return.

What metrics does Amazon Attribution report and what should I focus on?

Amazon Attribution reports clicks on your tagged links, detail page views, add-to-cart events, and purchases. For sellers focused on immediate sales impact, purchases and the resulting revenue are the primary metrics to evaluate. For brands building long-term awareness, clicks and detail page views indicate whether the traffic is engaging with the listing even if it has not yet converted. The 14-day attribution window means that a sale counts as long as the purchase happens within two weeks of the original tagged click, which captures consideration-phase buyers who did not purchase immediately.

How does Amazon Attribution connect to Amazon DSP retargeting?

The audiences that engage with your attributed external traffic, specifically shoppers who clicked your links and visited your listings but did not purchase, become a pool of warm prospects that can be retargeted through Amazon DSP. This turns external traffic from a one-time push into an ongoing retargeting asset. A shopper who discovered your product through an influencer post and visited your listing is already familiar with the brand and more likely to convert on a second exposure. Using Attribution data to build these audiences and then re-engaging them through DSP closes the loop between external traffic generation and on-Amazon conversion.

Does driving external traffic through Amazon Attribution have any additional benefits beyond measurement?

Yes. Amazon rewards sellers who bring shoppers to its platform from outside sources because it means Amazon does not have to spend its own resources acquiring those customers. This translates into a ranking signal benefit, as external traffic with strong conversion rates contributes to the sales velocity that Amazon's algorithm uses to determine organic placement. Additionally, sellers enrolled in the Brand Referral Bonus program earn a percentage back on sales generated through attribution-tracked external campaigns, effectively reducing the cost of external traffic acquisition.