Every Amazon seller knows how difficult it is to track and measure the impact of external advertising channels on sales. It doesn’t matter how you are driving clicks to your Amazon page; once consumers land on the website, it’s anyone’s guess what happens.
Thankfully, that’s not the case anymore. Amazon Attribution makes it possible for certain sellers to track what happens to every user they send to the platform. In this post, I’ll explain everything you need to know about Amazon Attribution, including:
Who can use Amazon Attribution
The benefits of using Amazon Attribution
How to set up Amazon Attribution
What you can track using Amazon Attribution
Essential lessons to power your Amazon Attribution strategy]
What Is Amazon Attribution?
Amazon Attribution is a tool that lets you track, attribute, and optimize your non-Amazon marketing campaigns, so you can grow your Amazon business.
Specifically, the tool provides analytics insight into how non-Amazon marketing channels like search, social media, display, PPC, and email marketing impact sales on Amazon. It can also track traffic sent to a different website that ultimately converts on Amazon.
Access to Amazon Attribution is available through either the platform’s self-service console or through tools that already integrate with the Amazon Advertising API.
What Does Amazon Attribution Cost?
Amazon Attribution is available for free, which is great news for e-commerce owners.
Who Can Use Amazon Attribution?
Amazon Attribution is currently only available to sellers enrolled in Amazon Brand Registry, vendors, KDP authors, and agencies that have clients who sell products on Amazon. Users must be based in one of the following countries:
U.S.
Canada
Mexico
Germany
Spain
France
Italy
The Netherlands
Portugal
UK
Egypt
What Can You Track Using Amazon Attribution?
Amazon Attribution lets you track a range of metrics that can impact e-commerce sales, including:
Click-throughs
Impressions
Detailed page views
Purchase rate
Add to cart
Total sales
How Does Amazon Attribution Work?
Amazon Attribution uses parameterized URLs—essentially a tracking URL. When users click on the link and go to your store, Amazon can track precisely what they do.
It’s a bit like a combination of Facebook’s Pixel and Google Analytics. Everything users do once they click on your ad is tracked, and you can see it all in an easy-to-use dashboard.
What Can’t Amazon Attribution Do?
The only problem with Amazon Attribution is that you can’t send data back to ad channels. And that means you can’t use Amazon Attribution for retargeting purposes. This is different from the Facebook Pixel, which lets you use data collected by Meta to retarget people in new campaigns.
Unfortunately, Amazon doesn’t like you taking customers away from its platform. It also means you can’t use data from Amazon Attribution to fuel the automatic optimization features on Google and Facebook Ads.