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Measure and optimise your omnichannel marketing with Amazon Attribution

Elina Andrus
Elina Andrus
Content marketing manager
5 min read
29 March 2023

Anyone who has ever advertised on Amazon knows what an invaluable treasure Amazon Attribution is, especially those who have been promoting the platform for years. For a long time, there was no way to track user journeys and measure different advertising efforts. 

This was mainly felt by advertisers who promoted their Amazon products across multiple platforms. Every user from a source other than Amazon Ads was assigned to a cumulative category. This actually undermined the point of running omnichannel campaigns

Amazon Attribution changed this a few years ago and will probably always remain relevant. So if you haven’t implemented this tool in your advertising strategy yet, now is the time.

What is Amazon Attribution? 

Amazon Attribution is a service that supports activities within Amazon Ads. It allows you to measure and analyse traffic from various marketing channels that arrive on Amazon. You can determine how social media, search ads, videos, or newsletters affect sales and user behaviour on Amazon.

It’s basically a URL extension. You generate tags and insert them into the links that are used to drive ads. Each marketing channel and campaign should have a separate tag.

The solution is simple, but it works. And for marketers who use Amazon Ads, it’s a significant step forward. The tool provides access to many metrics, from clicks and impressions to conversion rates, adds to carts, or sales results.

With Amazon Attribution, brands are able to not only measure the impact of omnichannel marketing but also optimise it on the go. On-demand advertising analytics helps with this. Altogether it leads to the most effective marketing strategies to drive sales and maximise ROI.

How exactly does Amazon Attribution work?

The process of Amazon Attribution is similar to UTM links. It works with tags created in the user’s account. These are parameterised URLs that measure the number of clicks and track the user’s behaviour afterward.

By distributing these links through different marketing channels, you’ll be able to clearly see the performance of each in real time. Quickly getting attributional analytics on live campaigns will allow you to improve, test, and try new techniques without losing time. 

The main actions you’ll be able to track by tag are: Amazon detail page views (clicks on your tagged link), adds to the cart, and the purchase itself. This means you’ll have a clear overview of which of the marketing channels are giving you the most reach and the most sales. 

By tracking the funnel, you’ll understand where you’re losing potential customers. This will allow you to optimise and test each individual element that the user interacts with. 

For example, if the click-through rate is significantly higher than the purchase rate, you probably have problems with the ad itself. Detailed analytics will help you check this. You will also understand where you are losing the most money and which channels you should disable.

How to access the tool

Amazon Attribution is currently available in eleven countries: the United States, Canada, Mexico, Germany, Spain, France, Italy, the Netherlands, Poland, the United Kingdom, and Egypt.

You can access it for free in the Amazon Ads dashboard. However, like Amazon Ads, it is not for everyone. It can only be used by:

  • Professional sellers registered in the Amazon Brand Registry. This requires, among others, registering your trademark with the patent office.
  • Participants of the Amazon Vendor Central program, i.e. wholesalers delivering goods and commissioning their distribution to Amazon.
  • Marketing agencies with the appropriate permits whose clients sell products on Amazon.

For an average seller, the only way to take advantage of Amazon Attribution is to outsource the running of an Amazon Ads campaign to a specialist.

Key benefits of Amazon Attribution

Amazon Attribution is beneficial for any advertiser, regardless of your products, goals, or sales strategies. The insights gained through this tool allow you to always be aware of the results of your work. 

Using Amazon Attribution, you can easily get access to:

  • On-demand performance metrics for advertising campaigns
  • Full analytics of the ad campaigns: from awareness to consideration and purchase
  • Detailed reports on all metrics: clicks, detailed page views, add to cart, sales
  • Effectiveness measurement of non-Amazon marketing strategies 

Besides the obvious analysis of marketing channels’ performance, Amazon Attribution has other benefits. It can also help you create assets to differentiate your brand across various platforms. 

By using Amazon Attribution correctly, you can generate demand yourself and improve your click-through rate. Your pool of potential customers will always grow and you can re-engage them with Amazon DSP.

You will arm yourself with a better understanding of how your sales depend on marketing channels. As omnichannel marketing becomes the standard, and even relatively small companies look for different ways to reach customers, Amazon Attribution becomes a necessity.