Amazon Attribution: Understand the Impact of Your External Marketing on Amazon Sales

Amazon Attribution: Understand the impact of your external marketing on Amazon sales

Have you ever wondered how effective your external marketing campaigns really are at driving traffic and sales to your Amazon product pages? As an Amazon seller, it’s crucial to know exactly which marketing channels deliver the best results for your business. This is where Amazon Attribution comes in – a powerful analytics tool that helps you measure the effectiveness of your external marketing initiatives.

Without Amazon Attribution, you are essentially flying blind when it comes to understanding how your Google Ads, Facebook ads or email campaigns affect your Amazon performance. This means you could be spending money on channels that do not generate returns, while missing opportunities to scale the channels that actually drive sales.

In this article, we will explore everything you need to know about Amazon Attribution – from what it is and how it works, to how you can use it to optimise your Amazon marketing and improve the results of your Amazon business.

What is Amazon Attribution?

Amazon Attribution is a measurement and analytics tool that enables brands and sellers to measure the impact of their non-Amazon marketing channels on Amazon sales and related customer activities. In other words, it is a solution that helps you understand how your external marketing campaigns influence your sales on Amazon.

Before the introduction of Amazon Attribution, it was nearly impossible for sellers to gain insight into how their external marketing efforts affected their Amazon business. You could see clicks and conversions in your external advertising platforms, such as Google Ads or Facebook Ads Manager, but you could not directly connect these activities to actions on Amazon, such as product page views, add-to-basket events or actual purchases.

Amazon Attribution solves this challenge by allowing you to create unique tracking links or tags for each of your external marketing campaigns. When a customer clicks on one of these links and then takes action on Amazon, you can track and attribute that action to the specific campaign that brought the customer to Amazon.

This allows you to measure and compare the effectiveness of all your marketing channels based on actual conversions and sales on Amazon, not just clicks or engagement. You can see which channels drive the most traffic, which result in the highest number of conversions, and which give you the best Return on Ad Spend (ROAS).

Who can use Amazon Attribution?

Amazon Attribution is a powerful tool, but it is not available to everyone selling on Amazon. To be eligible to use Amazon Attribution, you must meet specific criteria. Here is an overview of who can benefit from this tool:

• Professional sellers enrolled in Amazon Brand Registry
• Vendors (1P sellers) on Amazon
• Amazon agencies and consultants who work on behalf of eligible sellers and brands

It is worth noting that Amazon Attribution is currently available on selected Amazon marketplaces, including the USA, UK, Canada, Germany, France, Italy, Spain, Mexico and Japan. If you sell on one of these markets and meet the criteria above, you can gain access to Amazon Attribution.

For sellers who are not yet enrolled in the Amazon Brand Registry, now may be a good time to consider it. Brand Registry not only gives you access to Amazon Attribution but also a range of other valuable tools to help you protect your brand, enhance your product pages and increase your visibility on Amazon.

If you are not currently eligible to use Amazon Attribution, it is worth speaking to an experienced Amazon consultant about alternative ways to track and optimise your external marketing campaigns.

How does Amazon Attribution work?

Amazon Attribution works via a tracking and attribution system that allows you to see how customers interact with your products on Amazon after clicking on your external marketing campaigns. Let us take a closer look at how this process actually works:

Creating tracking links and tags

At the core of Amazon Attribution are the unique tracking links and tags you create for each of your external marketing campaigns. When you set up an Amazon Attribution campaign, the system generates a unique tag or pixel, which you can implement in your external ads or campaigns.

These tags contain specific parameters that identify the traffic source (such as Google Ads, Facebook, email), campaign, advert and other relevant details. When a customer clicks on an advert with your Amazon Attribution tag, the system sends this information to Amazon so it can track the customer’s subsequent activities.

Tracking customer actions

After a customer clicks on your external ad and lands on Amazon, Amazon Attribution begins tracking their actions in relation to your products. This includes:

• Product page views: When the customer views the detail page for one of your products
• Adds to basket: When the customer adds your product to their basket
• Purchases: When the customer completes the purchase of your product
• Revenue: The total sales value generated from your campaign

Amazon Attribution tracks these actions within a specific period after the initial click (usually 14 days, but this can vary), so you can see both immediate conversions and delayed purchases.

Reporting and analysis

The data from your Amazon Attribution campaigns is aggregated in detailed reports that provide insights into the performance of each channel, campaign and ad. These reports typically show metrics such as:

• Clicks: The number of clicks on your external ads
• Detail page views: The number of product page views generated from your ads
• Add to basket: The number of times customers have added your products to their basket
• Purchases: The number of completed transactions
• Conversion rate: The percentage of clicks that result in sales
• Revenue: The total value of sales generated from your ads
• ROAS (Return on Ad Spend): Revenue generated in relation to advertising spend

These reports allow you to compare different channels and campaigns based on their ability to drive relevant actions and sales on Amazon, helping you make more informed decisions about where to allocate your marketing budget.

By understanding how Amazon Attribution works, you can better leverage this powerful feature to optimise your Amazon ads and external marketing campaigns for maximum efficiency and ROI.

How do you access Amazon Attribution?

Accessing Amazon Attribution requires you to follow a specific process, depending on whether you are a vendor (1P seller) or a professional seller (3P) enrolled in Brand Registry. Here is a detailed guide on how to access this tool:

For Amazon Vendors (1P sellers)

If you are an Amazon Vendor, follow these steps to access Amazon Attribution:

1. Log in to the Amazon Advertising Console (advertising.amazon.com) with your vendor credentials
2. Once logged in, click on “Amazon Attribution” in the menu or under the “Measurement” section
3. If you see Amazon Attribution as an option, click on it to start using the tool
4. If you do not see Amazon Attribution as an option, contact your Amazon representative or Amazon Advertising Support for assistance

For Brand Registered Sellers (3P)

If you are a professional seller enrolled in Amazon Brand Registry, follow these steps:

1. Log in to your Amazon Seller Central account
2. Navigate to the “Advertising” or “Brands” section (this may vary depending on your region)
3. Look for “Amazon Attribution” or “Measurement” in the menu
4. If you cannot find it, try searching for “Attribution” in the search field at the top of the page
5. Alternatively, go to “Help” and search for “Amazon Attribution” to find direct links

If you are still having trouble finding or accessing Amazon Attribution, here are some additional steps you can take:

• Contact Amazon Seller Support or Amazon Advertising Support directly
• Ensure that you are selling on one of the marketplaces where Amazon Attribution is available
• Confirm that your account is in good standing and meets all requirements for Amazon Attribution
• Consider consulting an Amazon consultant or agency with experience in Amazon Attribution

Once you have access to Amazon Attribution, it is time to start creating your first campaigns and tracking tags. It is worthwhile to spend some time familiarising yourself with the platform’s features and options before implementing tags in your external campaigns.

With the right access and setup, Amazon Attribution can become a valuable tool in your Amazon Seller Central toolkit, helping you optimise your marketing spend and improve your Amazon business results.

How do you create an Amazon Attribution link?

Creating an Amazon Attribution link is a key step in starting to track your external marketing campaigns. Here is a detailed step-by-step guide to creating your first Amazon Attribution links:

Preparation before creating links

Before you start creating Attribution links, it is important to have the following information ready:

• The specific products (ASINs) or product categories you wish to track
• The external marketing channels you want to measure (such as Google Ads, Facebook, email)
• Specific campaigns or ad groups within these channels
• A clear naming convention for your tags to keep track of them

Step-by-step guide to creating Attribution links

Once you have access to Amazon Attribution and have prepared the necessary information, follow these steps to create your links:

1. Log in to Amazon Attribution via the Amazon Advertising Console or Seller Central (depending on your seller type)
2. Click on the “New campaign” or “Create Attribution tag” button (the exact wording may vary)
3. Select the products you want to track. You can choose by:
   • Specific ASINs (for individual products)
   • Brand (for all products under your brand)
   • Category (for products in the same category)
   • Destination page (such as a shop homepage or a product list)
4. Name your campaign with a descriptive title that helps you identify it later
5. Select the type of tag you want to create:
   • Click tags for ads that lead directly to Amazon
   • Impression tags or pixels for display or video ads
6. Provide details about the external marketing channel:
   • Select the platform (such as Google, Facebook, Email)
   • Add additional parameters such as campaign ID, ad group name and ad ID
   • Add custom parameters if needed
7. Generate your tag or link by clicking “Create” or “Generate”
8. Copy the generated link or tag for later implementation

Implementing your Attribution links

After generating your Attribution links, you need to implement them in your external marketing campaigns. The implementation process varies depending on the platform:

• For Google Ads: Add the Attribution link as the destination URL or use Google’s URL builder
• For Facebook Ads: Insert the Attribution link in the “Website URL” field when creating your ad
• For Email Marketing: Embed the Attribution link in your call-to-action buttons or product links
• For Influencer Marketing: Provide unique Attribution links to each influencer to track their individual impact

It is important to test your Attribution links before launching your campaigns to ensure they work correctly and direct customers to the right product pages on Amazon.

By following these steps, you can begin to track how your external marketing campaigns affect your Amazon business and gain valuable insights to help you optimise your marketing spend and improve your results.

How do you set up Amazon Attribution?

Setting up Amazon Attribution involves more than just creating tags – it is about establishing a systematic approach to measuring and optimising your external marketing campaigns. Here is a comprehensive guide to setting up Amazon Attribution effectively:

Plan your attribution strategy

Before you dive into technical implementation, it is important to develop a clear attribution strategy:

1. Identify your key external marketing channels (Google Ads, Facebook, Instagram, Email, etc.)
2. Prioritise which campaigns and products to track first (focus on high-volume or high-value campaigns)
3. Decide which KPIs (Key Performance Indicators) to focus on (such as conversion rate, ROAS, new vs. repeat customers)
4. Establish a baseline for current performance to measure improvements
5. Define how often you will review and analyse your attribution data

Set up your Amazon Attribution account

After planning your strategy, it is time to set up your Amazon Attribution account:

1. Access Amazon Attribution as described in earlier sections
2. Review and familiarise yourself with the interface
3. Set up any custom reports or dashboards you wish to use to monitor your campaigns
4. Configure notification settings so you are alerted to important changes or updates

Implement a consistent tagging structure

A consistent approach to tagging is essential for obtaining meaningful data from Amazon Attribution:

• Develop a standardised naming convention for all your tags (including channel, campaign, date, audience, etc.)
• Create documentation or a spreadsheet to keep track of all your Attribution tags
• Consider using UTM parameters consistently across platforms
• Ensure all team members understand and follow the same tagging structure

Integrate with your external marketing platforms

To ensure Amazon Attribution works seamlessly with your existing marketing processes:

1. Update all relevant campaign links on your main marketing platforms with Attribution tags
2. Integrate Amazon Attribution into your workflow for creating new campaigns
3. Consider using APIs or automation tools to streamline the process if you manage a large number of campaigns
4. Establish a process for regularly updating links when you renew or change campaigns

Create a reporting system

To get the most out of your attribution data:

• Set up regular reports (weekly, monthly) to monitor performance
• Develop templates to compare different channels, campaigns and products
• Integrate Amazon Attribution data with your other marketing analytics tools where possible
• Create a process for sharing insights and recommendations based on this data with relevant team members

By following this systematic approach to setting up Amazon Attribution, you ensure that you not only collect data, but can also turn this data into actionable insights that drive growth for your Amazon business. With a solid setup in place, you are ready to start measuring and optimising your external marketing campaigns based on their actual impact on your Amazon sales results.

How can advertisers use Amazon Attribution?

Amazon Attribution provides advertisers with a range of powerful opportunities to optimise their external marketing campaigns and improve their Amazon sales results. Here is a detailed overview of how advertisers can strategically leverage this tool:

Optimise budget allocation across channels

One of the most valuable uses of Amazon Attribution is to understand which channels generate the best results for your Amazon business:

• Compare ROAS (Return on Ad Spend) across different marketing channels such as Google, Facebook, Instagram and email
• Identify surprisingly strong performers that may not currently be getting enough attention in your budget
• Reduce or eliminate spend on channels that prove ineffective at driving Amazon sales
• Reallocate budget to the channels that consistently deliver the best conversion rates and ROAS

This data-driven approach to budget allocation can significantly improve the overall efficiency of your marketing spend and ensure that every pound works as hard as possible for your Amazon business.

Refine targeting and messaging

Amazon Attribution gives you insight into which specific messages and audiences resonate most with potential Amazon customers:

• Test different ad copy, images and calls to action to see which drive the most conversions
• Analyse which audience segments are most likely to buy your products on Amazon after seeing your external ads
• Identify which product features or benefits are most compelling in your external marketing
• Tailor your messages based on data about what actually drives sales, not just clicks or engagement

This insight helps you refine your creative elements and targeting approaches to maximise their effectiveness across all your external marketing channels.

Optimise product pages based on external traffic

Amazon Attribution can also help you understand how customers coming from external sources interact with your Amazon product pages:

• Identify products with high click-through rates from external ads but low conversion rates on Amazon
• Investigate potential discrepancies between your external ads and your Amazon product page
• Optimise your product images, titles, bullet points and descriptions to better match the expectations of customers arriving from external sources
• Test different product page elements to improve conversion rates for external traffic

This approach ensures a consistent customer experience from your external ad to the purchase on Amazon, which can result in significantly higher conversion rates.

Campaign timing and seasonality

Amazon Attribution enables you to understand how timing affects the effectiveness of your external campaigns:

• Analyse how different external channels perform at various times of the year, week or day
• Identify optimal timing windows for launching external campaigns ahead of key sales periods
• Understand latency periods between the first click and final conversion for different product categories
• Adjust your marketing strategy based on seasonal trends and buying patterns

This timing insight helps you maximise the impact of your campaigns by ensuring they reach potential customers at the optimal point in their buying journey.

By strategically implementing these approaches, advertisers can use Amazon Attribution to create a more data-driven, effective external marketing strategy that directly improves their Amazon sales results and Return on Investment. It is a valuable tool in any Amazon seller’s marketing toolkit.

How do you access Amazon Attribution in Seller Central?

Navigating Amazon Seller Central to locate and access Amazon Attribution can be challenging, especially for new sellers. Here is a detailed guide on how to find and access this tool directly from Seller Central:

Navigating to Amazon Attribution in Seller Central

Here is the main method to locate Amazon Attribution in Seller Central:

1. Log in to your Amazon Seller Central account with your credentials
2. Once logged in, navigate to the top of the page and click on “Advertising” or “Brands” in the top navigation menu (the location may vary depending on your region)
3. In the dropdown menu, look for “Amazon Attribution” as a direct option
4. If it does not appear directly, try clicking on “Campaign Manager”, “Advertising Console” or “Marketing” and see if Amazon Attribution is listed there
5. If you still cannot find it, use the search function at the top of Seller Central and search for “Attribution”

Alternative methods to find Amazon Attribution

If the main navigation path does not work for you, here are some alternative methods:

• Try going to the “Help” or “Support” section of Seller Central and search for “Amazon Attribution” to find direct links or guides
• Go to advertising.amazon.com and log in with your Seller Central credentials. Amazon Attribution may sometimes be easier to find in the Advertising Console
• Go to the “Brands” menu, if available, and look for “Brand Analytics” or “Brand Dashboard” – Amazon Attribution may sometimes be accessible via these sections

If you cannot find Amazon Attribution

If you have tried the methods above and still cannot find Amazon Attribution, there could be several reasons:

1. Confirm that your account meets the requirements (you must be enrolled in Brand Registry or be a vendor)
2. Ensure that you are selling on a marketplace where Amazon Attribution is available
3. Contact Amazon Seller Support directly for assistance:
• Go to “Help” in Seller Central
• Click on “Get Support” or “Contact Us”
• Select the “Advertising” or “Brands” category
• Specify that your enquiry relates to Amazon Attribution
• Describe that you cannot find the tool in your account

After you have found Amazon Attribution

Once you have found and accessed Amazon Attribution, it is a good idea to:

• Bookmark the direct URL for easier access in the future
• Review any available guides or tutorials directly in the tool
• Explore the interface to get familiar with the various features and reporting options
• Set up a simple test tag to ensure everything is working correctly with your account

By following these steps you should be able to find and access Amazon Attribution in Seller Central. If you are still experiencing issues, it may be valuable to consult an experienced Amazon consultant or an agency specialising in Amazon, as they can provide direct assistance and guidance based on the latest version of Seller Central.

What can brands achieve with Amazon Attribution?

Amazon Attribution is more than just a measurement tool – it is a strategic resource that can help brands transform their approach to both Amazon and external marketing. Here is a detailed overview of the key business objectives that Amazon Attribution can help brands achieve:

Data-driven marketing decisions

Instead of relying on assumptions or limited data, Amazon Attribution enables brands to make marketing decisions based on concrete, attribution-based data:

• Eliminate guesswork about which external marketing channels actually drive Amazon sales
• Quantify the real value of different marketing channels based on their contribution to revenue
• Identify surprising or underrated channels that perform particularly well for specific products
• Validate or reject marketing hypotheses with actual sales data

This data-driven approach reduces the risk of misinvestment and ensures marketing budgets are allocated to the most effective channels.

Improved marketing efficiency and ROI

By linking external marketing spend directly to Amazon sales results, Amazon Attribution helps brands dramatically improve their marketing ROI:

• Optimise marketing budgets by reallocating resources from underperforming to high-performing channels
• Reduce waste by identifying and eliminating ineffective campaigns or audiences
• Refine bidding strategy on different platforms based on their actual contribution to Amazon sales
• Adjust creative elements and targeting parameters to maximise conversion rates

Many brands report significant improvements in their marketing ROI after implementing Amazon Attribution, often achieving a 20-30% or higher increase in efficiency.

Holistic understanding of the customer journey

Amazon Attribution allows brands to see how their various marketing channels influence the customer’s path to purchase:

• Identify which channels are most effective at introducing new customers to the brand versus driving repeat purchases
• Understand which touchpoints are most influential at different stages of the buying journey
• Gain insights into how customers navigate between external platforms and Amazon before completing a purchase
• Recognise how different product categories may have different optimal marketing channels

This holistic understanding enables brands to create more effective, integrated marketing strategies that support customers throughout the buying journey.

Strategic competitive advantage

In an increasingly competitive e-commerce landscape, Amazon Attribution provides brands with a significant edge:

• Ability to find and exploit niche marketing channels that competitors may overlook
• Capacity to adjust marketing strategy quickly based on real-time data on customer preferences
• Opportunity to test and validate new marketing approaches with lower risk
• Better coordination between Amazon strategy and broader brand marketing strategy

For brands competing in crowded Amazon categories, this data-driven approach can make the difference between growth and stagnation.

Improved budget allocation between on-Amazon and off-Amazon marketing

An often overlooked advantage of Amazon Attribution is that it helps brands find the optimal balance between Amazon Advertising (PPC) and external marketing investments:

• Compare ROI between Amazon PPC campaigns and external marketing channels
• Identify synergies between internal and external marketing efforts
• Optimise the overall marketing mix for maximum effectiveness
• Strategically time on-Amazon and off-Amazon campaigns to reinforce each other

By understanding the strengths and weaknesses of both on-Amazon and off-Amazon marketing channels, brands can create a more balanced, effective overall marketing strategy that maximises their presence and sales on the Amazon platform.

Tips for using Amazon Attribution effectively

To get maximum value from Amazon Attribution, it is not enough to simply implement the tool – you need to use it strategically and consistently. Here are some expert tips on how to make the most effective use of Amazon Attribution:

Establish a solid measurement plan before implementation

Before you start generating Attribution tags at random, it is important to develop a structured approach to what you want to measure and why:

• Define clear objectives for what you hope to learn from your attribution data
• Identify the most important KPIs to track across channels (such as ROAS, conversion rate, average order value)
• Prioritise which marketing channels, campaigns and products should be tracked first
• Create a baseline of current performance before Attribution implementation to measure improvements
• Decide how granular your tracking should be (campaign-level, ad-level, etc.)

This preparation ensures you collect meaningful data that can drive real business insights, rather than being overwhelmed by an abundance of data without clear direction.

Implement a robust tagging structure

Consistent and well-organised tagging is essential for gaining actionable insights from Amazon Attribution:

• Develop and document a standardised naming convention for all your tags
• Include key information in tag names such as channel, campaign, date, audience and product
• Create a central database or spreadsheet to keep track of all your Attribution tags
• Establish a system for regularly updating tags as campaigns change or renew
• Train all relevant team members in your tagging structure to ensure consistency

A well-structured tagging strategy makes it much easier to analyse and compare data across channels and over time, leading to more precise and actionable insights.

Integrate Attribution data into your broader analytics process

Amazon Attribution data should not exist in isolation but should be integrated with your other data sources to provide a more complete picture:

• Compare Amazon Attribution data with metrics from your external marketing platforms
• Integrate Amazon Attribution insights with your Amazon PPC data for a holistic understanding
• Combine attribution data with seasonal trends and product life cycles
• Incorporate Attribution insights into your regular marketing reports and reviews
• Assess how external campaigns influence both direct sales and brand awareness on Amazon

This integrated approach provides you with a more nuanced view of how your various marketing activities impact your overall Amazon business.

Test, learn and retest

Amazon Attribution is a powerful tool for continuous learning and optimisation:

• Run A/B tests across different external channels and creative approaches
• Test different messages, audiences and timings while measuring their impact on Amazon sales
• Experiment with different product categories and price points to see which respond best to external marketing
• Compare performance between different geographic regions or audience segments
• Establish a cycle of regular testing, analysis, adjustment and retesting

This iterative approach to testing and learning ensures your marketing strategies are constantly refined and improved based on actual performance data.

Train your team to use attribution data

To maximise the value of Amazon Attribution, it is important that all relevant team members understand and can use the data:

• Ensure the marketing team is trained in how to interpret and act on attribution data
• Share regular insights and learnings with product teams so they understand which product features resonate with customers
• Involve management in strategic attribution insights to inform broader business decisions
• Consider using external experts or consultants to help maximise the value of your attribution data

By following these tips, you can transform Amazon Attribution from a simple measurement tool into a strategic resource that drives continuous improvement and growth for your Amazon business.

Limitations and considerations of Amazon Attribution

While Amazon Attribution is a powerful tool, like any tool, it has its limitations and considerations that brands should be aware of to use it effectively. Here are some key points to keep in mind:

Availability limitations

Amazon Attribution is not universally available for all sellers or in all markets:

• It is only available to vendors (1P) and Brand Registry registered sellers (3P)
• It is currently only available on selected marketplaces (USA, UK, Canada, Germany, France, Italy, Spain, Mexico and Japan)
• Some features may be limited to certain marketplaces or seller types
• New Amazon sellers may need to build their business and enrol in Brand Registry before gaining access

It is important to confirm that you meet all requirements before investing time in planning an Attribution strategy.

Technical limitations

There are some technical aspects of Amazon Attribution that can affect its accuracy and usability:

• The attribution window (typically 14 days) means conversions occurring after this period are not attributed to the original source
• Cross-device tracking may be limited, meaning if a user clicks on a mobile ad but purchases on desktop, it can impact attribution accuracy
• Cookie-based tracking can be affected by users deleting cookies or using ad blockers
• There may be delays in data reporting, impacting real-time optimisation opportunities
• Integration with certain external platforms can be challenging or require workarounds

Understanding these technical limitations helps you interpret your data with the right perspective and caveats.

Data integration challenges

Integrating Amazon Attribution data with other data sources can be complex:

• There is no direct API integration with many popular marketing platforms or analytics tools
• Manual data import and export can be time-consuming and prone to errors
• Reporting formats and metrics may differ from those used on other platforms
• Creating a “single source of truth” for all your marketing data can require significant effort

These challenges may require creative solutions or dedicated resources to overcome, especially for brands with complex marketing ecosystems.

Attribution model limitations

Amazon Attribution’s approach to attribution has some inherent limitations:

• It mainly uses a “last click” attribution model, which can underestimate the value of upper-funnel channels that build awareness
• It can be challenging to understand the full customer journey and how different touchpoints work together
• Brand value and long-term effects of marketing campaigns can be difficult to measure accurately
• It can be hard to isolate the impact of external marketing from other factors such as seasonality or price changes

Being aware of these attribution model limitations helps you interpret your data in the right context and avoid making decisions based solely on short-term conversion attribution.

Resource requirements

Effective implementation and use of Amazon Attribution requires dedicated resources:

• It takes time and expertise to set up, maintain and analyse your attribution data
• Continuous optimisation based on attribution insights requires dedicated staff
• Complex marketing ecosystems may require specialised expertise to integrate and interpret attribution data
• There may be a steep learning curve for teams new to attribution and analytics

Understanding these resource requirements in advance helps you plan the necessary support and expertise to get the most out of Amazon Attribution.

By being aware of these limitations and challenges, you can develop a more realistic and effective approach to implementing Amazon Attribution in your marketing strategy. While the tool has its limitations, it can still provide valuable insight that can transform your approach to external marketing for your Amazon business.