Amazon Attribution: Unveiling the Secret to Boosting Sales Performance

01 amazon attribution

As an eCommerce business owner, you’re always looking for ways to track and measure the success of your marketing campaigns across various channels. Enter Amazon Attribution, an invaluable tool that empowers you to understand the effectiveness of your advertising efforts on Amazon.

With Amazon Attribution, you can connect your off-Amazon marketing strategies directly to customer engagement and sales on your Amazon listings. By gaining insight into how your target audience responds to your campaigns, you can make data-driven decisions and optimize your marketing strategies for maximum impact.

Amazon Attribution: The What, How, and Who

Amazon Attribution is a tool that enables sellers to measure the impact of their off-Amazon marketing efforts in driving sales on Amazon.

This comprehensive solution provides detailed insights into the performance of various marketing channels, allowing you to optimize your strategies for maximum ROI.

How Does Amazon Attribution Work?

This performance measurement tool utilizes unique tracking URLs and pixels embedded in your off-Amazon advertising campaigns.

When a customer clicks on your ad and subsequently makes a purchase on Amazon, the tool attributes the sale to the specific marketing channel.

Amazon Attribution will provide data on key performance indicators such as clicks, detailed page views, and sales.

Why drive traffic to Amazon in the first place? Driving traffic to Amazon has numerous benefits for sellers, such as a massive customer base and high-traffic potential.

Moreover, Amazon’s advertising solutions and focus on customer satisfaction can lead to increased sales, average order value, and repeat customers.

Lastly, the Amazon Prime program and its loyalty of over 200 million members create higher conversion rates and increased potential for revenue.

Who Can Use Amazon Attribution?

Amazon Attribution is available to sellers enrolled in Amazon Brand Registry, vendors, and Kindle Direct Publishing authors with eBook campaigns.

You need to have an active Amazon Store to use this tool, and it’s currently only available in select marketplaces, such as the United States, Canada, and Europe.

Sellers must also comply with Amazon’s advertising policies and guidelines to participate in this program.

How to Set Up Amazon Attribution

To set up Amazon Attribution, follow these steps:

  1. Create an Amazon Attribution account from the Amazon Advertising Console.
  2. Set up an Order on the Orders page and assign it a name, start date, and end date.
  3. Add the relevant marketing channels (such as social media, email, search, etc.) as Line Items under the Order.
  4. Make an Amazon Attribution Tag to generate a unique tracking URL or pixel for each Line Item.
  5. Finally, implement the generated tracking URLs and pixels in your off-Amazon marketing campaigns.

Regularly monitor the performance of your marketing efforts by analyzing the data provided in the Amazon Attribution Console.

Amazon Attribution Features You’ll Want to Try

There are some features you definitely have to use when you use Attribution. They are the following points:

Full Sales Funnel Analytics: Comprehensive Data at Your Fingertips

As an Amazon seller, you’ll appreciate the comprehensive data provided by Full Sales Funnel Analytics. This feature allows you to monitor your customer’s journey from start to finish. From the initial click to the final purchase, you’ll have access to valuable information that can inform your marketing strategies.

Not only does this allow for a better understanding of your customers, but it also helps identify growth opportunities. By examining the various touchpoints throughout the sales funnel, you can make data-driven decisions to optimize your advertising efforts.

On-Demand Amazon Conversion Metrics: Measure Your Marketing Impact

02 on-demand amazon conversion metrics

With On-Demand Amazon Conversion Metrics, you can quickly and easily access essential information about your marketing campaigns. You’ll be able to see how your ads perform and measure their impact on your sales. This type of insight is invaluable when it comes to making informed adjustments to your marketing strategy.

Some of the key metrics you’ll have at your disposal include the following:

  • Click-Through Rate (CTR)
  • Impressions
  • Conversions
  • Return on Ad Spend (ROAS)

These metrics will give you a clear view of your campaign performance, enabling you to make smarter marketing decisions.

Separate Tracking for Each Advertising Channel: Granular Insights for Smarter Decisions

Gaining granular insights into the performance of each advertising channel is crucial for making effective marketing decisions. Amazon Attribution enables you to create separate tracking links for each advertising channel. This enables you to see how individual channels contribute to your overall sales and identify which ones drive the best results.

By analyzing the performance of each channel, you’ll uncover opportunities to allocate your budget more effectively. You’ll be able to focus on the working channels and optimize those that may not be thriving, ultimately maximizing your investment in Amazon advertising.

Leveraging Amazon Attribution to Better Understand Your Customers

In this digital era, understanding customer behavior is crucial for growing your Amazon business. With Amazon Attribution, you gain valuable insights into your customers’ behavior, allowing you to optimize your marketing efforts.

Recognizing the On-Amazon Purchase Journey: From Clicks to Conversions

Amazon Attribution helps you track the path your customers take from the moment they click on your ad to the point of conversion. By analyzing this journey, you can identify touchpoints that influence their decisions and adjust your marketing strategies accordingly.

For example, you might find that a particular product image attracts more clicks, leading to higher conversions. In this case, you can prioritize featuring that image in your advertising campaigns for better performance.

Identifying the Most Valuable Marketing Channels: Maximize Your ROI

It’s crucial to identify which marketing channels have the highest return on investment (ROI) for your Amazon business. Amazon Attribution helps you quantify the performance of ads running on various platforms—including search, social media, email marketing, and more—so you can allocate your resources effectively.

A well-constructed table illustrating ROI across various channels could look like this:

Google Ads1000353.5X
Facebook Ads1000454.5X

With this information, you’re better positioned to focus on high-performing channels and optimize your marketing budget.

Gathering Customer Insights From Social Media: Connecting With Your Audience

By combining Amazon Attribution data with social media analytics, you can better understand your audience’s preferences and pain points. With this information, you can customize your content to gain maximum engagement.

For instance, you may find that your audience responds positively to the following:

  • Instructional videos
  • Customer testimonials
  • Behind-the-scenes looks at your brand

By utilizing these content types, you can foster stronger connections with your customers and encourage brand loyalty.

The Benefits of Driving External Traffic to Your Amazon Listings

It’s only natural that there are potential customers outside of Amazon since Amazon is not the only place people roam in. That is why driving external traffic to your Amazon listings is a powerful strategy to help grow your business. Your customer base will not just be the people on Amazon but the ones outside of it, too.

In this section, we’ll discuss the benefits of this approach and how it can positively impact your overall success on the platform.

Boosting Your Best Seller Rank and Sales Velocity

03 best seller rank and sales velocity

When you drive external traffic to your listings, you can directly influence your Best Seller Rank (BSR) on Amazon. BSR is crucial for visibility; a higher rank means more potential customers see your product.

Simultaneously, increasing your sales velocity through external traffic will put your listings in the limelight. This upward trend in sales can even lead to more organic sales due to the snowball effect of greater visibility and social proof.

Reducing Amazon Advertising Costs and Increasing Efficiency

You’ll be less reliant on Amazon’s advertising platform by leveraging external traffic sources. This means you can potentially reduce your ad spend while still maintaining or increasing sales.

As you optimize your external traffic campaigns, you’ll discover more cost-effective ways to attract targeted customers, improving your overall advertising efficiency.

Elevating Your Seller Ranking and Standing Out From the Competition

Consistently driving external traffic to your listings establishes you as a serious seller on the platform. Amazon’s algorithm takes notice, and your Seller Ranking can improve as a result.

With an elevated Seller Ranking, you’re better positioned to stand out from the competition. This distinction will help you attract more customers, boost sales, and solidify your brand’s presence on Amazon.

Enhancing Your Amazon Attribution Strategy

Maximizing your Amazon Attribution Strategy is essential for finding new opportunities, improving existing campaigns, and evaluating broader digital media channels.

Finding New High-Value Channels: Expand Your Reach and Grow Your Sales

To identify high-value channels, start by analyzing the performance of your current marketing efforts. Look for channels that deliver high conversion rates and strong return on ad spend (ROAS).

Next, consider diversifying your marketing channels to reach new audiences. Participate in industry forums, use social media, and explore influencer partnerships to engage with potential customers.

Lastly, test various channel combinations to optimize your marketing mix. Consistently analyze the data to refine and prioritize your efforts for the best possible results.

For example, you have promotions of your products on Instagram, and it happens to give the most traffic and conversion. You may apply whatever it is that seems to work on your Instagram marketing to your other channels.

Increasing the Efficiency of Existing Campaigns

To increase the efficiency of your campaigns, use Amazon Attribution data to identify areas for improvement. Pinpoint underperforming campaigns or creatives and analyze their weaknesses.

Consider A/B testing different headlines, copy, imagery, or calls to action. Continuously optimize your campaigns based on real-time performance data.

Lastly, use attribution data to better understand customer behavior and tailor your messaging accordingly. Personalize your ads to resonate with your target audience and drive better results.

For example, from three promotion channels, the one that seems to underperform is your Instagram promotion. Compare it to your other channels and try to find what can be implemented to your Instagram promotion to help it promote better.

It could be that you lack a CTA, an intriguing copy, or an aesthetic. Whatever it turns out to be, you can find it in the Attribution data.

Granted, different campaign channels will always have different statistics. Sometimes, one channel will always perform less than the other. However, that doesn’t necessarily mean it’s underperforming. It may also mean that the market on that channel is not as crowded as the ones on other channels.

Evaluating and Optimizing Non-Amazon Advertising Channels: Broadening Your Digital Media Horizons

Evaluating your non-Amazon advertising channels helps you identify growth areas within your digital marketing strategy. Use attribution data to compare the performance of these non amazon marketing channels with your Amazon campaigns.

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Identify opportunities to improve non-Amazon campaigns by leveraging insights from Amazon Attribution data. Apply the learnings from high-performing Amazon campaigns to enhance other advertising efforts.

You can select a certain period of time to evaluate your channels. A common timeframe is once a month and once every three months. Of course, you may go for a shorter period, and it’s rightfully your call.

Alternatives and Complements to Amazon Attribution

Incorporating additional tools and strategies alongside your Amazon Attribution efforts can provide deeper insights and allow you to make informed business decisions. This section will explore the Amazon Associates Tracking program and discuss other attribution options available in the e-commerce landscape.

Amazon Associates Tracking

As an Amazon seller, you can benefit from using Amazon Associates Tracking, an affiliate marketing program. This program allows you to promote your products and earn commissions through curated content on external websites, offering another perspective on performance.

By combining the data from Amazon Attribution and Associates Tracking, you gain a more comprehensive understanding of your target audience and the effectiveness of your marketing strategies. To make the most of these insights, it’s crucial to track and analyze data regularly, optimizing your marketing efforts based on your findings.

Other Attribution Options

While Amazon Attribution is a powerful tool for tracking the success of your marketing campaigns, it’s worth exploring other attribution solutions available in the e-commerce space. Some popular options include:

  • Google Analytics: This platform provides a wealth of metrics and insights, allowing you to optimize website traffic and conversions.
  • Facebook Ads Attribution: As a leading advertising platform, Facebook offers granular tracking and reporting capabilities to help refine your ad campaigns.
  • Shopify Analytics: If your business also operates on Shopify, their built-in analytics tools can reveal valuable insights to complement your Amazon data.

By integrating various attribution tools and strategies, you can develop a more holistic understanding of your customer’s journey, enabling you to make well-informed decisions and improve the effectiveness of your marketing efforts.


By now, you should understand Amazon attribution and its importance in your e-commerce strategy. Implementing this powerful tool allows you to make data-driven decisions, optimize your marketing campaigns, and ultimately, increase your return on ad spend (ROAS).

Keep in mind that attribution is an ongoing process. Stay informed, monitor your key performance indicators (KPIs), and make adjustments to your campaigns as needed. Always prioritize the customer experience, as it will enhance your brand reputation and Amazon store success.

As a modern e-commerce expert, staying ahead of the curve and utilizing Amazon’s tools, like attribution, can greatly contribute to your brand’s growth. So, go ahead and put your newfound knowledge into practice – harness the power of Amazon attribution and watch your business thrive.

Frequently Asked Questions (FAQs)

How much does Amazon Attribution cost?

Amazon Attribution is a free tool offered by Amazon to help advertisers and sellers better understand their marketing performance. It’s available for use at no additional cost, so you can improve your campaigns without worrying about extra expenses.

Can I use Amazon Attribution if I’m not an Amazon Seller?

Amazon Attribution is specifically designed for Amazon sellers and advertisers participating in the Amazon Advertising program. In order to use it, you need to have an active Amazon Advertising account, which includes sponsored products, sponsored brands, and the Amazon DSP.

What kind of information can I track using Amazon Attribution?

With Amazon Attribution, you can track a variety of metrics, including click-through rate (CTR), detail page views, purchase rate (PR), return on ad spend (ROAS)

This data provides insights into your marketing efforts to help optimize your campaigns and attract your target audience.

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