Tracking and measuring the impact of external advertising channels on sales can be a challenge for Amazon sellers. Once customers land on the Amazon website, it becomes difficult to understand their behavior and the outcomes of your marketing efforts. However, there is a solution – Amazon Attribution.

In this post, we will delve into the details of Amazon Attribution and explore how it addresses these challenges, providing sellers with the ability to track and analyze the actions of every user they send to the platform. We are going to know about:

  • What is Amazon Attribution?
  • Eligibility for Using Amazon Attribution
  • Features of Amazon Attribution
  • 5 things Amazon attribution can do
  • 5 things Amazon Attribution can’t do
  • Driving Traffic Using Amazon Attribution
  • Setting up Amazon Attribution
  • Conclusion

Amazon Attribution offers a powerful solution for sellers to track and measure the impact of their external advertising channels on sales. By providing insights into customer behavior and the effectiveness of marketing efforts, it enables sellers to optimize campaigns, make informed decisions, and drive better results on the Amazon platform. With Amazon Attribution, sellers can gain a deeper understanding of customer engagement and take targeted actions to enhance their marketing strategies on Amazon.

What is Amazon attribution?

Amazon Attribution is a measurement and analytics tool provided by Amazon that allows advertisers and marketers to track and analyze the impact of their advertising campaigns on Amazon’s platform. It provides insights into the customer journey, enabling advertisers to understand how their various marketing efforts contribute to sales on Amazon.

With this, advertisers can create unique tracking links and add them to their external marketing channels such as search ads, display ads, social media posts, email campaigns, and more. These links help attribute customer clicks and subsequent conversions on Amazon back to the specific marketing channels or campaigns that drove them.

Using it, advertisers gain visibility into key performance metrics, including clicks, detail page views, purchase orders, and sales. This data helps advertisers assess the effectiveness of their marketing strategies, optimize campaigns, and make data-driven decisions to maximize their return on investment (ROI).

It’s important to note that Amazon Attribution is primarily focused on tracking and analyzing the impact of external marketing efforts on Amazon’s platform, rather than providing insights on off-platform marketing activities.

News: Amazon Attribution is a free service provided by Amazon to advertisers.

Eligibility for Using Amazon Attribution

 To be eligible for using Amazon Attribution, you typically need to be enrolled in the Amazon Brand Registry and have active advertising campaigns outside of Amazon on channels such as search engines, social media, and others. Availability may vary by marketplace, so it is best to consult Amazon’s official documentation for the latest eligibility requirements. You must also belong to the following countries US, Canada, Mexico, Germany, Spain, France, Italy, The Netherlands, Portugal, UK, and Egypt.

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Features of Amazon Attribution

Amazon Attribution offers powerful features beyond tracking URLs. Here are four key features to explore:

  1. Full-Funnel Amazon Analytics: Gain insights into the sales funnel, including clicks, detailed page views, and cart additions. Amazon Attribution provides a comprehensive view of how users engage with your products on their site.
  2. Real-Time Conversion Metrics: Track campaign progress in real-time, allowing for effective optimization of marketing initiatives based on up-to-date information.
  3. Customer Insights: Utilize the abundance of data provided by Amazon’s Attribution to understand consumer behavior, such as visit times, cart additions, product switches, and overall purchase behavior.
  4. Channel-Specific Tracking: Generate unique tags for each marketing channel, including Facebook Ads, Google AdWords, blogs, and social media. This allows for granular performance analysis of each channel.

These features empower marketers to make data-driven decisions, optimize campaigns, and gain a deeper understanding of customer behavior on Amazon.

5 things Amazon attribution can do

Here are some key features and capabilities of Amazon Attribution:

1.      Conversion Tracking

It enables tracking of customer conversions and sales generated on Amazon that result from marketing efforts outside of Amazon’s ecosystem. This includes campaigns on search engines, social media platforms, display ads, email marketing, influencer marketing, and more.

2.      Attribution Insights

It provides valuable insights into which specific marketing channels and campaigns are driving the most sales on Amazon. It helps advertisers understand the effectiveness of their marketing strategies and optimize their campaigns accordingly.

3.      Performance Optimization

By analyzing the data provided by this, advertisers can make data-driven decisions to optimize their marketing efforts. They can allocate their budget and resources more effectively to maximize their return on investment (ROI) and improve overall campaign performance.

4.      ROI Measurement

It allows advertisers to calculate the return on their advertising spend by attributing sales and conversions directly to their marketing campaigns. This helps in evaluating the effectiveness and profitability of different advertising channels.

5.      Cross-Channel Comparison

With this, advertisers can compare the performance of various marketing channels and campaigns side by side. It enables them to understand each channel’s relative impact and efficiency in driving Amazon sales.

5 things Amazon Attribution can’t do

While Amazon Attribution provides valuable insights and tracking capabilities for measuring the impact of non-Amazon marketing campaigns on Amazon sales, there are certain limitations and things it cannot do:

1. Tracking Organic Traffic

It focuses on tracking the impact of external marketing campaigns on Amazon sales. It does not provide insights or tracking for organic traffic or sales that come directly from Amazon’s platform, such as customers searching and discovering products within Amazon’s search results.

2. Attribution for Amazon Advertising Campaigns

It is specifically designed to track non-Amazon marketing campaigns. It does not provide attribution or tracking for advertising campaigns run within Amazon’s ecosystem, such as Sponsored Products or Sponsored brand ads.

3. Real-Time Data

The data in it may have a delay before it becomes available for analysis. Real-time data on the performance of non-Amazon campaigns and their impact on Amazon sales may not be provided.

4. Non-Amazon Sales Attribution

Amazon Attribution primarily focuses on tracking the impact of external marketing campaigns on Amazon sales. It does not provide direct attribution for sales that occur on other platforms or retailers outside of Amazon.

5. Detailed Customer Insights

While Amazon Attribution provides aggregate data and insights on the performance of marketing campaigns, it does not offer detailed individual customer data or insights into specific customer behavior.

Driving Traffic Using Amazon Attribution

Driving traffic to Amazon using Amazon Attribution offers significant benefits for advertisers and brand owners. Firstly, it increases sales on Amazon by leveraging non-Amazon marketing campaigns. By driving relevant traffic to your Amazon product listings, you can potentially expand your customer base and boost your sales. Amazon Attribution helps track and measure the impact of external campaigns, enabling you to optimize your strategies for better results.

Secondly, driving traffic to Amazon through non-Amazon marketing channels allows you to tap into targeted audiences. By utilizing platforms such as search engines, social media, and display ads, you can reach specific demographics, interests, or keywords, attracting potential customers to your Amazon listings. This broader exposure increases brand visibility and recognition, enhancing your overall presence in the market.

Lastly, Amazon Attribution empowers you to track and optimize the performance of your external campaigns. It provides valuable data on the return on investment (ROI) of your marketing efforts, allowing you to make informed decisions and refine your strategies. The centralized reporting and collaboration features simplify data sharing and foster effective collaboration between advertisers and agencies, streamlining the optimization process for driving traffic and sales on Amazon.

Also Read: How to Make Passive Income on Amazon?

Setting up Amazon Attribution

To use Amazon Attribution, which is currently in beta, you must be a brand-registered, professional third-party seller, or a vendor on Amazon. If you meet these criteria, follow these steps to get started:

1. Sign up or register through Seller Central to access Amazon Attribution. Click here.

2. Set up your Attribution account and add the products you want to track for your campaigns.

3. Create an attribution tag, which is a tracking URL similar to Facebook or Google tracking pixels.

4. Paste the tracking URL into your external marketing campaign, such as a Facebook ad, in the appropriate “URL Parameters” section.

5. The attribution tag will start generating data on customer behavior, allowing you to make informed decisions based on their actions.

6. Sign in to your Amazon Advertising console and navigate to Amazon Attribution for further steps and details on setting up the attribution tag.


With Amazon Attribution, marketers can access full-funnel analytics, track real-time conversion metrics, gain customer insights, and perform channel-specific tracking. These features enable them to analyze the entire customer journey, optimize their marketing initiatives, and understand how different channels contribute to their Amazon sales.

By utilizing the capabilities of Amazon Attribution, marketers can enhance their strategies, maximize their return on investment, and effectively reach and engage customers on the Amazon platform.

Amazon Attribution is a highly effective method for monitoring off-site traffic performance on the Amazon platform. It is crucial for sellers conducting external marketing activities to utilize Amazon Attribution to improve their Amazon business. By leveraging the data provided by Amazon Attribution, marketers can enhance marketing efforts, increase conversions, and gain actionable insights for better decision-making.

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