Amazon Attribution Beta – What it is & How to Use It


Understanding attribution is essential to Amazon sellers who want to maximise their effectiveness on the platform – as well as further afield.

For a long time, sellers who have Amazon advertising campaigns on other platforms (including Google and Facebook) have struggled to track the performance of these campaigns. This creates a lot of problems for sellers who want to keep track of their ad spend, and ensure they make the most of all the activities undertaken.

A new beta has been launched by Amazon, focused on allowing advertisers to accurately trace where to allot attribution. In this blog, we’ll take a closer look at Amazon attribution, as well as letting you know how to use these new capabilities in your own advertising activities.

What is Amazon Attribution?

Amazon has consolidated its ad platforms under the unified banner of Amazon Advertising. This includes Seller Central, the Amazon Advertising Console, and Amazon DSP.

Amazon Attribution can be found within the Amazon DSP. For the uninitiated, those who are not already advertising on the platform only need to use their Seller Central credentials to sign up and begin their digital marketing journey.

Put simply, Amazon Attribution will allow users to track and trace how their adverts are performing everywhere other than Amazon. There are millions of users on Amazon and this creates a huge amount of ‘noise’ to cut through when seeking to get your products seen by the right people. For many advertisers, this calls for a fresh approach – taking advertising effects off the platform and driving traffic back to your product pages.

How does it work?

Amazon Attribution works by tracking traffic from sites other than Amazon, such as Google and Facebook. This gives advertisers the opportunity to gain richer insights than ever before. If a seller is undertaking a promotion of their Amazon goods via e-mail marketing, search, social media campaigns or display ads, they’ll now be able to see which of these activities is generating significant ROI.

Amazon Attribution uses pixels on the advert, tracking clicks, impressions and conversions. Using Amazon Attribution, sellers are able to create attribution tags, and place them within their adverts to provide the ideal, traceable way to find out where custom is coming from. This information is then used by Amazon as a way of discovering the source of sales and relaying the information to advertisers.

Using Amazon Attribution, advertisers will now be able to track three distinct metrics:

  • Sales
  • Amazon detail pages

The importance of the first of these metrics will be obvious, as ads which provide sales are always a welcome addition to any marketing campaign. Knowing where the sale came from is also crucial, so this success can be replicated and advertisers can continue to learn and refine their approach.

Tracing which activities lead buyers to your Amazon detail pages provides more ways of knowing which ads lead your shoppers to your pages, even if a sale does not occur after this initial interaction.

Close up of a computer displaying an analytics report

Why is this so important?

The launch of this feature marks a major milestone for Amazon, and for its abilities as a cross-channel tracking service, as well as an advertising platform. This is the first time Amazon sellers have been able to launch and measure full-scale advertising programs with trackable results outside of Amazon, whilst using them to help build their own presence (and generate sales) on the platform.

While you could be placing ads in numerous different locations across the web, its important to understand exactly where your traffic is truly coming from. This information will allow for greater planning and budgeting, allowing advertisers to distribute their budgets (and efforts) across the traffic sources which generate the most favourable results – or develop stronger ads on those which are not performing as well as intended.

Setting up tracking within campaigns, means that it’s now easier than ever before to understand what drives people from a platform like Amazon, to your place on Amazon. In addition, this tracking can be set up in a variety of different ways – from ad group, keyword, or campaign – ensuring the most comprehensive source of accurate data possible.

In short, key benefits to using Amazon Attribution include:

Greater market share – tracking traffic will help to close the gaps which can prevent sales from taking place, and give interested buyers a chance to discover your products despite browsing elsewhere. This is great for organic rankings and is also a way to boost your overall conversions.

Product visibility is another aspect which is positively impacted by the decision to diversity your advertising yet trace your results with attribution services.

More impactful strategies – advertising insights are always a welcome addition to any marketing campaign, as without this information it is difficult for sellers to assess and redevelop their strategies into something more effective, or learn from their success.

Insights gathered from off-Amazon traffic can be a great way to reach more customers while also learning more about the data itself. Attribution traces the customer journey direct to Amazon, and therefore provides sellers with the ideal way to find out more about the people who are interested in making a purchase, even when they’re not already browsing and searching on the Amazon platform. This data often proves invaluable for building stronger advertising campaigns in the future, and Amazon Attribution has ensured there is plenty of depth to the reporting available using this tool.

Professional business meeting in a boardroom

Boost your ROI – return on investment is immensely important to advertisers, as it allows them to understand where they should be placing their ad spend and discover new ways of boosting the impact of existing strategies.

Without assessing your ROI, it’s impossible to really understand how effective a particular campaign has been, but until recently it has been difficult to gage how impactful off-Amazon campaigns have really been. This is where Amazon Attribution can help to make sense of an often complicated digital landscape.

By simplifying matters, sellers and advertisers are now able to build strategies around what really works, continuously check for success, and continue to build on these benefits as they get more acquainted with off-Amazon advertising and the most effective techniques.

How do I enrol in Amazon Attribution?

You can get started with Amazon Attribution by clicking here to sign up.

How do I create an attribution tag?

Amazon have made generating attribution tags quick and simple. After signing into your account (upon enrolment and acceptance), assign the ASINs you want advertised. You can select as many as you want, so consider carefully the overall aims of your campaign and the products you are curious about.

Name the line item, choose a publisher and place the URL of the product which is being advertised into the correct space. Amazon currently allows around 100 publishers during this process, and each tag comes pre-formatted to suit its respective platform.

How do I check reporting?

As soon as your ads are set up in Amazon Attribution, you will be able to check their performance via the Reporting Insights dashboard. This allows you to check which elements are most important to your specific needs.

Here, you can also download reports to reflect on your successes and areas where there is room for improvement.


With greater competition than ever before, sellers can no longer afford to rely on organic search results to provide them with the results they want. While advertising within Amazon remains a popular (and effective) option, using non-Amazon platforms is also a profitable and implementable way to gain customers who may be interested in buying what you’re selling.

Businesses which want to maximise their Amazon sales and grow their presence on the platform need no longer limit themselves. The Amazon Attribution tool provides them with the chance to generate more custom than ever before, while also taking a step away from Amazon Advertising.

While brands and advertisers have previously had to rely solely on Amazon Advertising, they can now experience sustained growth while diversifying their methods. The synergy which Amazon Attribution offers across different advertising channels also provides the chance to understand customers with more clarity, tracking their purchase process in ways which are sure to appeal to ambitious Amazon sellers.

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