What is Amazon Attribution?

Amazon Attribution allows sellers to measure the impact of media channels off Amazon on sales. It’s designed to help you maximise your return on investment and grow your sales.

Using Amazon Attribution you can measure the impact of search, social, email, display and video media channels based on how consumers discover, research and buy your products on Amazon.

Amazon Attribution’s unique conversion metrics — including Amazon detail page views, purchase rate and sales — give you a comprehensive view of how each of your marketing tactics contributes to shopping activity on Amazon.

  1. Measure: Gain insight into advertising channel effectiveness through Amazon sales impact analysis.
  2. Optimise: On-demand attribution reporting allows for in-flight optimisation.
  3. Plan: Review channel performance trends to plan future marketing strategies that can maximise ROI.

Who Can Use Amazon Attribution

Amazon Attribution is currently available for professional sellers enrolled in Amazon Brand Registry, vendors and agencies that advertise to sell products on Amazon.

How To Get Started

  1. Vendors fill out this sign-up form. Sellers sign in to Seller Central and register.
  2. Add the products for which you want to measure conversions.
  3. Generate tags for each of your marketing strategies.
  4. Implement tags across your search ads, social ads, display ads, video ads and email marketing.

Why Do I Need Amazon Attribution?

Amazon Attribution allows you to attribute sales to your off-Amazon marketing and understand your customers better.

When someone buys your product you’ll know exactly where they’ve come from.

You’ll be able to kill ineffective ads and devote more resources to the sources that are working.

How Does Amazon Attribution Work?

Amazon’s “Attribution tag” works in a similar way to how Google and Facebook use pixels.

According to Amazon:

“Attribution tags are parameterized URLs that measure click-throughs and attribute conversions and sales of their products on Amazon.”

Essentially, it is a tracking URL that you create in your Amazon Attribution account for your product listing that Amazon can track. When people click on the link, Amazon can let you know what actions users take.

Creating Your First Amazon Attribution Tag

Once you’ve set up your account, it’s very easy to create your first Attribution tag following the instructions provided by Amazon.

Amazon Attribution Dashboard

What Metrics Does Amazon Attribution Let You Track?

You can track the below metrics by campaign and by ASIN.

  • Amazon detail page views (how many people clicked through to your listing)
  • Purchase rate
  • Sales

You’ll be able to tell which of your off-Amazon marketing campaigns are the most effective in driving views and most importantly, sales. If customers are dropping off at a certain stage, you can tweak your product listing page to try and improve conversions.

Frequently Asked Questions

  • How much does Amazon Attribution cost?
    At this time, there is no cost associated with participating in Amazon Attribution.
  • What reporting can I receive?
    Amazon Attribution reports contain standard traffic metrics, including impressions and clicks, as well as Amazon conversion metrics, such as detail page views, add to carts, and purchases. Reporting is available via downloadable reports and within your console UI.
  • Can you invite more users, such as my agency partners, to my Amazon Attribution console?
    Yes, you are able to grant permission for users directly within the console. Select “Manage” at the top navigation and then select “User management” to add users.

Source: Amazon Advertising

Final Thoughts

The ability to track off-Amazon traffic will be a welcome addition for many sellers. Using Amazon Attribution, brands can now accurately measure their omnichannel efforts.

They have the ability to track the complete customer journey from off Amazon to Amazon. With accurate conversion data, they can measure the true impact of their marketing strategies and improve their return on investment.  Increasing traffic to your listings improves your product visibility on Amazon.

Measuring data is crucial if you want to make progress and improvements. You will be able to see exactly how consumers find and buy your Amazon products and remove a lot of guesswork.

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