Driving external traffic to Amazon used to be like flying blind.
With little to no data offered by Amazon, sellers had to send traffic and hope for the best.
That all changes with Amazon Attribution – a tracking solution that gives visibility into the performance of your off-Amazon marketing efforts.
In this Amazon Attribution tutorial, we’ll walk you through how to get set up step-by-step so you can start to measure and optimize non-Amazon marketing channels for greater impact on your bottom line.
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What is Amazon Attribution?
Amazon Attribution is a free tracking solution provided by Amazon themselves that enables sellers to measure the performance of their external marketing campaigns.
The tool allows you to track performance metrics including clicks, add-to-carts, sales, and more.
This provides visibility into how different channels are contributing to your success on Amazon and helps you optimize various non-Amazon marketing channels for growth and profitability.
What are the benefits of Amazon Attribution?
The Amazon Ads team promotes three clear benefits of the Attribution program:
- Measure: Use Amazon Attribution to understand the impact of your cross-channel digital marketing activities.
- Optimize: Make on-the-go adjustments to digital marketing campaigns to help maximize impact and return on investment.
- Plan: Develop better marketing strategies as a result of the greater level of data-driven insight.
Are there any Amazon Attribution alternatives?
In short, no.
There are solutions like Ampd or PixelMe that help create campaigns, interpret data, and optimize ad campaigns.
But there is no way to track off-Amazon marketing performance without using an Amazon Attribution tag.
Who can use Amazon Attribution?
Amazon Attribution is a free tool available to anyone with an Amazon Professional Seller account who has a brand enrolled in Brand Registry.
Vendors (1p sellers selling directly to Amazon), KDP authors, and agencies with clients who sell products on Amazon can also use Attribution tags.
How to set up Amazon Attribution
Setting up Amazon Attribution campaigns is relatively straightforward. Once you’ve done it once you’ll find it a breeze.
Here are the simple steps to follow.
Navigate to Amazon Attribution
If you already have Attribution activated, head to Seller Central and go to Campaign Manager > Measurement & Reporting > Amazon Attribution.
If it’s your first time using the program you can activate Amazon Attribution here (Seller Central login required).
Create an Amazon Attribution campaign
Inside your Amazon Attribution dashboard, click on the ‘Create’ button to get started.
Next, you’ll be given the option of creating an individual campaign manually or creating campaigns in bulk by uploading a file.
To keep things simple, we’ll create a campaign manually for now.
Decide on a simple naming structure for your Attribution tags, such as “Product – Keywords – Source”.
Next, add the products that you will be sending traffic to.
Finally, confirm your Ad Group details including name, source of traffic – e.g. Google Ads (formerly Google Adwords, which Amazon is still showing it as), and destination link.
The destination link is where you will be sending anyone who clicks on your link so this could be either a product detail page or a storefront page.
When you’re done, click ‘Create’ and that’s your first campaign set up!
Locate your Amazon Attribution tags
To start using your new Amazon Attribution tag, navigate to the campaign you’ve just created and locate the Attribution tags option in the sidebar.
Then in the Attribution tags column, this entire URL is the unique Amazon Attribution tag for the campaign you’ve set up.
These tags can now be used in your external marketing campaigns.
How to use Amazon Attribution for external marketing campaigns
There are a number of ways to drive external traffic to Amazon listings. It’s a strategy that comes with a lot of benefits, such as:
- Improving organic rank
- Gaining a 10% Brand Referral Bonus
- Reaching new audiences
Related: Read a full breakdown of the benefits of driving external traffic to Amazon listings along with a range of methods of doing so.
Driving external traffic is one thing, but how can you use Amazon Attribution tags in to measure and optimize performance?
Using Amazon Attribution for Google Ads
When setting up Google Ads for Amazon listings, use an Attribution tag as the target link for each ad.
Best practice is to use a unique Attribution tag for each campaign so you can properly measure performance.
Want to take things a step further and be able to measure performance of different keywords in your campaigns?
Then explore Ampd, the perfect complementary tool for Amazon Attribution.
Ampd is a supercharged Google Ads solution for Amazon sellers that gives you unique campaign insights, access to pro-level support, and helps you use Google Ads to grow your business profitably.
Using Amazon Attribution for Facebook Ads
Similar to Google Ads, when running Facebook ads ensure you use a unique Attribution tag for each campaign.
Set up your campaign as you normally would, then in the ad settings under Website Link, add your unique Amazon Attribution link.
Using Amazon Attribution for influencer marketing
If influencer marketing is a channel you utilize as part of your Amazon advertising strategy then you can also use Amazon Attribution to measure and optimize its performance.
When setting up a campaign with an influencer, be sure to give them an Amazon Attribution link so that you can measure key analytics such as traffic, add to carts and sales.
Then over time you can use this information to decide on which influencers to work with more often and what kind of campaigns drive the most results.
Reach out to influencers offering them an extra bonus on top of their Amazon Associates commission (which is usually 1-3%) to incentivize them to work with you.
Frequently Asked Questions
Using Amazon Attribution to grow your FBA business
Amazon Attribution is an incredibly powerful tool that can help you drive external traffic to your Amazon listings with far greater visibility into performance than ever before.
You can measure the performance of campaigns from a range of different sources and with its ability to track valuable data points such as clicks, add-to-carts, and sales, this free tool enables marketers to make informed decisions on optimizing their Amazon business.
Whether you’re looking for organic rank improvement or want to reach new audiences with influencer marketing, Amazon Attribution has something for every Amazon seller.
And, if you want to take things to the next level, try the #1 Google Ads tool for Amazon sellers today and start drilling into granular performance data that helps fast-track your external marketing efforts.
Ampd is a supercharged Google Ads solution for Amazon sellers that gives you unique campaign insights, access to pro-level support, and helps you use Google Ads to grow your business profitably.
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