Amazon Attribution is a free advertising tool created by Amazon that allows Brand Registry sellers to measure the performance of their external advertising efforts. The tool provides sellers with detailed analysis and insights so you can better understand which non-Amazon marketing channels are best for your business.
With Attribution, you can easily measure the impact and ROI of your display , search, social, video and email marketing. With this data, you'll gain valuable insights into how customers discover, research, and purchase your products on Amazon.
Read on to learn more about how Amazon Attribution works, the key reasons why you should run external campaigns for your Amazon listings , and how to set up tracking labels for attribution.
How Amazon Attribution Works
Any seller who uses Sponsored Products or Sponsored Brands advertising knows how important it is to frequently check your ad campaigns to make sure they are performing profitably. As a seller, you rely on data from Amazon to make decisions about keywords, bids, and overall budget. But you may not get the full story on your marketing efforts.
It's also important to have performance data for your campaigns outside of Amazon — you want to make sure those channels are actually working for you, not just blindly throwing money at Facebook or Google ads. It is difficult to track the effectiveness of off-Amazon activity until Attribution is available.
Amazon Attribution allows you to:
Learn which advertising channels are most effective at driving traffic and sales to your Amazon products.
Before attribution, here's what usually happens: If you run an ad campaign on and off Amazon within a month and sell 200 products, you'll be able to correctly attribute 100 sales from your PPC Sponsored Ads. However, the source of the remaining 100 customers remains a mystery.
If you have access to a tool like Amazon Attribution, you'll be able to see exactly where the other 100 customers came from, including the path they took to buy the product.
Identify which audience strategies can improve your campaign performance so you can focus on external campaigns that are working and stop those that aren't.
Going back to our example: using attribution, you will be able to make an informed decision to cut out underperforming channels and increase those that drive more conversions, optimizing your campaigns for the next few months and saving yourself A big change of money.
Know the types of messages and images your customers respond best to, so you can develop a marketing style for your business and plan for future advertising campaigns.
Attribution provides all the conversion metrics you need:
CTR Impressions Details Page Views Attributed to Purchases per Ad Channel Total Add to Cart Sales
It just got better: you can see all this data in a downloadable report.
Armed with this information, you can fully optimize advertising from multiple external sources such as Facebook, Google, Youtube, Instagram, Twitter and even email marketing.
Why you should drive external traffic to your Amazon listing
With Amazon becoming more competitive and sponsored ad costs rising, you need to figure out other ways to drive qualified traffic to your listings. More traffic = more sales, but don't expect a lot of organic traffic. Rather than relying on customers to find your products on Amazon themselves, actively seek out new customers by advertising outside of Amazon. If your listing is fully optimized and already converting well, we recommend you start now.
A huge benefit of driving external traffic compared to relying on sponsored ads in Amazon search results is that you can drive customers directly to your Amazon storefront – there are no ads for competitor listings.
Boost your bestseller rankings
Likewise, if your Amazon listings have good and consistent conversion rates, your overall sales may increase with the influx of traffic. Sales velocity is a key factor in Amazon’s A9 algorithm — the algorithm Amazon uses to rank products in search results — so the more sales you make, the higher your product rank.
Improve your keyword rankings
Amazon seems to prefer items that drive external traffic to Amazon. So as long as the traffic your external campaigns bring to Amazon also increases conversions, you can expect to see your organic keyword rankings improve as well.
Get more information about your customers
With Amazon Attribution, you'll gain valuable insights into how and where your customers shop. We already know that over 50% of consumers start searching for products on Amazon; now you can see how the other half research what you sell.
Earn up to 10% referral bonus
On July 15, 2021, Amazon announced the launch of the Brand Referral Bonus program, in which brands can earn a referral bonus of up to 10% on all sales driven by external advertising.
According to Amazon: "The Brand Referral Bonus program credits brands on average 10% of your sales from the traffic you drive to Amazon… The bonus is provided as a credit to your referral fee."
Using Amazon Attribution, Amazon will know which sales are eligible for a referral bonus, and the bonus will be credited to your account two months after the sale is completed. This program will save brands on referral fees to help accelerate the growth of your non-Amazon marketing efforts.
The bonus you receive will depend on the product category your product belongs to. To see your estimated referral bonus rate or to learn more about the bonus program, visit the Brand Referral Bonus Program Help page .
How to Set Up Amazon Attribution
Currently, Amazon Attribution is still a beta program and is only available to brand-registered professional third-party sellers or vendors.
If you are one of these sellers or suppliers , the first step to get started is to fill out a registration form or register through Seller Central. Once your attribution account is set up, you can start adding products that correspond to the campaigns you want to track.
Create an attribution label
An attribution tag is a tracking URL that works like a Facebook or Google tracking pixel. Essentially, tags "stick" to a customer's entire product search journey, starting when they click on your external ad and ending when they land on your Amazon listing, where they may or may not make a purchase.
All that's left to do is paste the tracking URL into your external marketing campaign. For example, if you were running a Facebook ad, you would paste the Amazon Attribution link in the "URL Parameters" section. The code will start generating the data you need to make informed decisions about your ads based on customer behavior.
Once logged into the Amazon Advertising console, navigate to Amazon Attribution. Amazon also provides a video with detailed steps on how to set up attribution labels.
To create a new campaign, click the "Create Campaign" button.
Choose your creative method. You can choose to manually create a new campaign or create multiple labels in bulk.
If you create your campaign manually, the next step will be to name your campaign and select products.
Now you need to create a new ad group. In this section, you'll name your ad group, choose an ad publisher (such as Facebook or Google Ads – there are many to choose from), channel (this is the type of ad, such as video or display), and destination URL.
Click "Create" in the upper right corner.
Your attribution label is now created. Make sure to use the attribution link that Amazon provides in your ad so that attribution can properly measure your ad performance.
Now you're ready to properly measure your non-Amazon advertising performance! Click "Return to Campaign List" to view all of your current attribution campaigns.
starting from today
Why wait to gain insight into your customers' buying habits? Amazon Attribution is currently free for vendors and brand-registered sellers on Amazon marketplaces in North America and Europe. Set up your account and learn how to optimize your external marketing campaigns and drive more conversions.
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