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Amazon Attribution: Tracking Sales On Amazon With Off-Amazon Ad Spend

Amazon Attribution Tracking Sales On Amazon With Off-Amazon Ad Spend

Amazon Attribution is a free advertising tool developed by Amazon that tracks sales coming from external traffic (like Facebook, Instagram, Pinterest, Tiktok, Google Ads, etc.) for brand-registered sellers. It does not have to be paid advertising; it could also be free organic traffic. Amazon Attribution provides detailed analytics and insight into how your off-Amazon advertising spending impacts your Amazon performance.

You can easily assess the effect and ROI of display ads, search, social, video, and email marketing with Attribution. Using this data, you will get essential insights into how your buyers discover, research, and purchase your items on Amazon. 

This article will cover how Amazon Attribution works, why running external campaigns for your Amazon listing is important, and how to set up Amazon Attribution.

How Does Amazon Attribution Work?

Instead of spending money blindly on a Facebook or Google ad, getting performance data for the campaigns you run outside of Amazon is essential. You need to ensure those options are working for you. You can track potential shoppers using a pixel on paid platforms like Facebook, Instagram, and Google. This will work only if you own the website, but Amazon owns Amazon, and they will not allow your spying pixel anyway. 

Amazon Attribution works differently; Amazon gives you an ‘Attribution Tag’ rather than a pixel.

Amazon Attribution Tag is a “URL-based” tracking method. This means the tracking is done by adding a tag to your standard URL, and then when someone clicks on it, Amazon tracks what happens after that. They track things like Amazon listing views, add-to-carts, sales, and other metrics. 

Once your ads are running, you are allowed to:


With Amazon Attribution, you can track the path your customers took to get to your product and understand the impact of your cross-channel digital campaigns.

Optimize and Plan

As you can track your customers throughout the entire purchasing process, this will allow you to get insights into customers’ shopping behavior. Using these data, you can prioritize successful advertising efforts and discontinue the ones that are not. Amazon Attribution also helps increase your brand engagement.

Who Can Use Amazon Attribution

Amazon Attribution is currently open to any brand-registered third-party or first-party seller on Amazon. It is available in the US, Canada, the UK, Germany, Spain, France, and Italy marketplaces.

Cost Of Amazon Attribution

Amazon currently provides the use of its Amazon Attribution feature free of cost.

Why You Should Drive Traffic To Amazon Listings

  • Understanding which marketing channels are most effective and how shoppers engage with your products on Amazon is crucial. Once you have this data, you can make meaningful and data-driven strategies for your business.
  • New sellers are registering with Amazon daily; thus, the platform has become increasingly competitive. To stay drift so much competition, qualified external traffic may be a lifeline for sellers.
  • External traffic may boost your sales volume, and Amazon’s algorithm uses sales velocity for ranking products. You have a greater chance of getting ranked higher by Amazon if you can generate more sales.
  • Amazon prefers listings that drive external traffic to Amazon. With more external traffic, you can also expect to improve your organic keyword rankings. 

How To Create an Attribution Tag

Creating your Attribution Tag is very simple once you have set up your Amazon Attribution account. 

  • Select the advertiser name from the drop-down menu.
  • Click on the ‘New Order’ Button.
  • Choose ‘Upload A File‘ and follow the instructions if you’re creating a link for a Google Ad. For any other channels, choose ‘Set up an order.’
  • Select the product you want to link to from your product list below by clicking ‘Add‘ next to it.
  • Then scroll down, give the order (Attribution Tag) a name (we recommend you consider with your nomenclature to include your product and then the channel) and ID so you know exactly which one it is, and press ‘Continue to line items.’
  • From the publisher drop-down menu, you can choose exactly where you plan to add your link from available hundreds of options.
  • Search for your product on Amazon, click on the listing, copy the URL from your browser, paste it into the Click-through URL box, and click the yellow ‘Create‘ button.

You can now copy and paste that link into your external channel ad and track people clicking that link.

Wrap Up

Tracking the traffic, you drove from off Amazon to your listing before Amazon Attribution was challenging. Amazon Attribution is an excellent option for brands to measure the impact of search, social, display, email, and video media channels on their Amazon sales.

Amazon Attribution also shows how customers discover, research, and purchase your products on Amazon.

We hope this article helped you learn about Amazon Attribution, and it’s your turn to take advantage of this feature. Have you ever tried Amazon Attribution for your listings? How was your experience? Let us know in the comments below!

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