Amazon Attribution: What It Is and How Advertisers Can Use It

Looking to give your Amazon sales a serious boost? Driving external traffic from social media, blogs, and search engines can open doors to new customers you might not reach otherwise. But here’s the catch: without the right tools, it’s tough to tell which of your efforts are actually paying off. 

That’s where Amazon Attribution comes into play. It helps you understand which of your external marketing efforts are driving the most traffic and sales to your Amazon listings. 

In this article, we’ll break down what Amazon Attribution is, how it works, and what it can do for your business. You’ll learn who can use amazon attribution and how to use this solution to get insights into your marketing impact and fine-tune your strategy based on real data. 

By the end, you’ll be equipped to make smarter marketing choices that drive growth. 

So, let’s dive into the details!

Glossary

There are some important terms and concepts to understand when using Amazon Attribution. These definitions will help you make sense of the solution’s features and insights:

• Amazon Attribution Tags: Unique tracking links that record user interactions from external sources to Amazon. These tags capture clicks, add-to-cart actions, and purchases, offering detailed insights into campaign effectiveness.
• Last-Touch Attribution Model: A model that credits the final ad click before a customer makes a purchase. It highlights which specific ad influenced the conversion.
• Amazon Attribution Lookback Window: A 14-day period in which any purchase made after a tagged ad click will be attributed to that last-clicked ad. This window ensures conversions are tracked accurately within a relevant timeframe.
• Amazon Attribution Link: A link customized for non-Amazon ads that direct customers to a specific Amazon page. The link gathers data on traffic sources and customer behavior, connecting external marketing to Amazon activity.
• Full-Funnel Insights: Amazon Attribution’s ability to track user behavior from initial interest to final purchase gives sellers a view of their entire marketing funnel.

What is Amazon Attribution?

Amazon Attribution is a solution that allows brands to measure the impact of their external marketing on Amazon sales. 

By using unique tracking tags, it captures how ads and posts on social media, search engines, email, and other channels drive traffic to Amazon.

These tags link external traffic sources to Amazon listings, which further enables sellers to understand which efforts contribute most to product views, add-to-carts, and purchases.

Using Amazon Attribution, brands can:

• Gain insights into customer behavior across the entire shopping journey
• Identify which external campaigns create value by leading customers to their Amazon listings.
• Refine marketing strategies based on performance data, maximizing results from each channel. 

Important: 1. Note: Amazon Attribution is in beta and currently available to professional sellers enrolled in the Amazon Brand Registry, vendors, and agencies managing Amazon seller accounts. 2. One limitation of Amazon is that it does not support sending data back to ad platforms for retargeting. Unlike platforms such as Facebook, it cannot use user interaction data for retargeting campaigns. To overcome this, you can use third-party tools or set up tracking pixels on external sites to track user interactions and retarget them on platforms like Facebook or Google. Learn more from these blogs: What is a Conversion Tracking Pixel? – AdNabu Facebook Pixel Code: Example & Use Cases  35+ Amazon Analytics Tools Every Seller Should Try

Supported Countries

Amazon Attribution is available in the following countries:

• North America: Canada (CA), Mexico (MX), United States (US)
• South America: Brazil (BR)
• Europe: Germany (DE), Spain (ES), France (FR), Italy (IT), Netherlands (NL), Sweden (SE), Turkey (TR), United Kingdom (UK)
• Middle East: Saudi Arabia (KSA), United Arab Emirates (UAE)
• Asia Pacific: Australia (AU), India (IN), Japan (JP), Singapore (SG)

Note: Advertisers located outside these countries can also be eligible for Amazon Attribution if they sell products on Amazon in these listed countries.

Features of Amazon Attribution

With that, let’s now try to understand the different features of Amazon attribution. 

Full-Funnel Insights

Amazon Attribution provides data on key metrics like new-to-brand sales, product detail views, add-to-carts, and conversions. This helps sellers see how their marketing strategies drive brand awareness and product interest.

Unified, Cross-Device Tracking

With Amazon Attribution, you can track customer activity across devices—desktop, tablet, and mobile. This gives a complete view of the entire shopping journey, helping you understand where and how customers engage.

Real-Time Performance Monitoring

The real-time dashboard lets sellers monitor campaign performance as it happens. This allows quick adjustments based on data, making it possible to refine campaigns mid-flight. You can view performance by channel, publisher, campaign, creative, keyword, and even product.

Automated API Integration

Amazon Attribution integrates with the Amazon Ads API. This allows marketers to pull tracking data directly into their preferred platforms. The system also auto-generates tags for Facebook, Instagram, and Google, making it easy to manage cross-platform campaigns.

Customizable Attribution Tags

In Amazon Attribution, customizable tags are unique tracking links. They connect specific marketing activities to measurable outcomes on Amazon. These tags track actions like clicks, product views, and purchases.

Sellers can attach these tags to ads, social media posts, or website links. This helps identify which campaigns or platforms drive the best results.

Example: A seller uses a customizable tag on a Google ad promoting a new product. With Amazon Attribution, they see the ad drove 200 clicks and 50 purchases, helping them focus more on Google ads.

In-Depth Reporting Options

Amazon Attribution provides a range of reports, from campaign and channel-level to product-level data. These reports are downloadable, enabling sellers to analyze each strategy’s impact in detail.

Important: While researching for this topic, we found an interesting insight on Reddit. Users highlighted that Amazon Attribution works well with Facebook Ads but cannot track in-app Facebook activity. Additionally, advertisers recommend creating unique attribution URLs for each ad to get better and detailed performance data. This ensures granular insights for optimization.

How Amazon Attribution Tracks Traffic of Non-Amazon Channels

Amazon Attribution uses tracking tags to capture data from non-Amazon sources. These tags are added to the final destination URLs of ads, logging user actions and linking them to Amazon.

The tags track the full customer journey—from clicking on an ad to completing a purchase on Amazon. This gives sellers detailed insights into the performance of each external campaign, helping them assess what drives sales.

If We Were to Understand That as a Process:

1. Add Tracking Tags

Amazon Attribution generates a unique tracking tag for each ad. This tag is added to the URL of ads running on external platforms like social media or Google.

Example:

A seller adds a tracking tag to a Facebook ad promoting a new product.

2. Customer Clicks the Ad

When a customer clicks the tagged ad, the tag records the click. It also captures details like the platform (e.g., Facebook) and user behavior.

Example:

The tag records that the ad was clicked from Facebook and tracks what happens next.

3. Link to Amazon

The ad directs the customer to Amazon’s website. The tag tracks their activity, linking the data from the external platform to Amazon.

Example:

The customer views the product page on Amazon after clicking the ad.

4. Track Conversions

The tag tracks whether the customer takes specific actions like viewing a product, adding it to their cart, or making a purchase.

Example:

The tag logs that the customer added the product to their cart and completed a purchase.

5. Receive Campaign Insights

Amazon Attribution compiles this data, showing sellers which ads and platforms drive the most conversions. This helps sellers optimize future campaigns.

Example:

The seller learns that Facebook ads generated more purchases than Google ads, informing their ad strategy.

Attribution Methodology

Amazon Attribution applies a 14-day, last-touch attribution model. In this model, conversions are credited to the last click and if the sale occurs within 14 days of that click. 

This approach focuses on the most recent interaction, showing which channels drive final purchase decisions.

Example: If a customer clicks a Google ad but doesn’t buy, then later clicks an Instagram ad and makes a purchase within 14 days, the Instagram ad gets credit for that sale. This helps sellers see which ads close the sale.

Supported Channels

Amazon Attribution supports several key marketing channels:

• Social Media: Platforms like Facebook and Instagram (e.g., running a Facebook ad for a new product).
• Email Marketing: Campaigns that link to Amazon (e.g., a promotional email linking to a product page).
• Search Engines: Paid search ads on Google (e.g., a Google ad with a link to an Amazon product).
• Display Ads: Banner ads on external sites (e.g., an ad on a blog promoting your product).
• Video Platforms: Ads on video-sharing platforms (e.g., a YouTube ad linking to an Amazon listing).

Cost of Amazon Attribution 

It is a completely free measurement solution for brands and sellers.

Also, participants in the Brand Referral Bonus program can earn up to 10% on sales driven by non-Amazon marketing efforts tracked through Amazon Attribution.

Also Read About: Amazon Advertising costs. Amazon 1P vs 3P. Best Amazon Inventory Management Software

Setting Up Amazon Attribution

Before using Amazon Attribution, make sure you meet the following prerequisites:

Prerequisites  

• Active Amazon Advertising Account: You need a current Amazon advertising account.
• Brand Registry Enrollment: Your brand must be enrolled in the Amazon Brand Registry.
• Listed Products: Your products must be listed on Amazon.

To set up tracking tags, you can choose between two methods:

• Manual Creation: Ideal for small campaigns or traffic sources other than Google and Facebook. Use this when detailed keyword or ad-level data isn’t required.
• Bulk Upload: Best for large campaigns, especially on Google and Facebook. This method lets you upload multiple tags at once, providing data down to the keyword or ad level. It’s a time-saver for high-volume campaigns.

Other Channels:

• For display ads or smaller-scale platforms, manual creation works well if there aren’t many ad variations.
• For video platforms like YouTube, bulk upload is recommended if running multiple video campaigns with different targeting parameters.

With that, let’s understand the step-by-step process for both methods.

Manual Campaign Setup

Step 1: Start Your Campaign and Choose a Creation Method

• Sign in to your Amazon Advertising Console.
• From the navigation, select “Measurement and Reporting.“
• Click on “Amazon Attribution” and go to the Campaign Manager.

• Choose “Create Campaign.”

• Select the “Create Manually” option.

Step 2: Choose Campaign Settings and Add Products

• Enter a campaign name that aligns with your goal, such as “Bestseller Promotion.”

• In the products pane, choose products you currently sell and want to track.
• Ensure selected products are in stock, complete with photos and prices.
• Group similar products or variations within a single campaign to track audience engagement more effectively.

Note: If certain products don’t appear in the products pane or don’t belong to your brand, go to “Access and Settings,” click “Brands,” and adjust your brand-to-product mapping.

Step 3: Create Ad Groups and Generate Attribution Tags

• For each ad type or strategy, create a unique ad group (e.g., “Organic Posts” or “Paid Ads”).

• Assign a clear ad group name reflecting where and how the tag will be used, such as “Facebook Organic.”
• Select the Publisher and Channel that matches the ad’s source.
• Enter the destination URL that will direct customers to a product page or Amazon Store.
• Add more ad groups as needed and click “Create” to generate your tags.

Note: Structuring Amazon Attribution tags by marketing tactics, such as specific creatives or audience groups, can help you analyze campaign performance in a better way. This method enables better reporting clarity and actionable insights.

Pro Tip: When generating attribution tags, always save the tags created by Amazon Attribution. Use these unique tags (not generic product links) in external ad platforms like Google Ads or Facebook Ads to ensure compliance and proper tracking.

Step 4: Apply Attribution Tags

• Download the attribution tags as a CSV file or copy each tag individually.

• Paste each tag into the destination URL field of your ad (e.g., social media ads, link URLs).
• Example: For social media ads, paste the tag into the ad manager’s destination URL field.

Bulk Upload Campaign Setup  

Step 1: Start Your Campaign and Choose the Bulk Creation Method

• In the Amazon Advertising Console, go to Measurement and Reporting > Amazon Attribution.
• Choose “Create Campaign” and select “Upload a File to Create in Bulk.”

Step 2: Download the Bulk File Template

• Select the campaign type (Google Ads, Facebook/Instagram Ads) in “Bulk Upload Settings.”

• Download the bulk file template and review the Instructions tab.
• This tab provides clear guidance on filling the required columns.

Step 3: Complete the Bulk File Template

• For Google Ads:
  • Fill out the Keywords tab by pulling the necessary data from Google Ads.
  • Go to Google Ads > Reports > Custom > Table, select the columns, and paste data into the template.
• For Facebook/Instagram Ads:
  • Complete the Ads tab by exporting the campaign data from Facebook Ads Manager.
  • Paste the data into the Amazon template and save it as an XLS or XLSX file.

Step 4: Upload Completed File

• Return to Campaign Manager and upload your completed template.
• The system will automatically check for errors; correct any flagged issues, and re-upload.

Step 5: Add Products to Your Campaign

• Select eligible products in the products pane (in stock, complete with photos and prices).
• Group similar products to get detailed insights into each variation’s performance.

Step 6: Finish Campaign Creation

• Click “Create” to generate tags. This process takes about 10 minutes, and you’ll receive an email upon completion.
• Check the “Bulk Created Campaigns” page for progress updates.

Step 7: Implement Attribution Tags

• Download the attribution tags file from Campaign Manager.
• Insert tags into the destination URL fields for each ad platform:
  • In Google Ads: Navigate to Keywords > More > Upload.
  • In Facebook Ads Manager: Select Export & Import > Import Ads.

Pro Tip: If you need new tags for future ads, re-upload the file. Preexisting tags will be reused, and new tags will be created where needed, ensuring updated tracking without redundant steps.

Automating with Amazon Attribution API

The Amazon Attribution API makes managing large campaigns easier. It lets you access performance metrics and create tracking tags directly within platforms like Google Ads or Facebook Ads.

These tags are macro-enabled, meaning they automatically adjust to include campaign details like keywords, ad IDs, or platforms. Instead of creating a new tag for each campaign, one tag can track all necessary data, saving time and reducing manual work.

This streamlines the process, especially for advertisers running multiple campaigns across different channels.

How to Use Amazon Attribution Data to Get More Sales?

Amazon Attribution helps you track what works in your marketing efforts. Use its data to improve your campaigns and connect better with your audience. Here are simple ways to use the insights:

1. Focus on the Best Channels

Check which channels, like social media or search ads, bring the most traffic and sales. Spend more on these channels to get better results.

2. Test Different Ads and Messages

Try different types of ads and messaging. See which ones encourage more clicks or purchases. For example, time-based discounts might work better than generic offers.

3. Find Cross-Selling Opportunities

Use reports to find products that are gaining attention from your ads. Promote these items in new campaigns to attract more buyers.

4. Improve Landing Pages

Test changes to your Amazon Store or product pages. Use layouts and calls-to-action that keep visitors interested and encourage them to buy.

5. Learn About Your Audience

Review customer behavior to see how people interact with your brand. Use this knowledge to create campaigns that better match their preferences.

6. Make Real-Time Changes

Monitor your campaigns regularly. Adjust ads, targeting, or budgets based on what’s working at that moment.

Success Story of MidWest Homes  The Challenge: MidWest Homes for Pets wanted to measure the impact of their non-Amazon paid campaigns. The Solution: They used Amazon Attribution to track metrics like clicks and cost per click. With these insights, they adjusted their bidding strategies and focused on the best-performing channels. The Result: They achieved a 32% increase in Amazon advertising return on ad spend (ROAS). Takeaway: Smart use of Amazon Attribution data can help refine campaigns and drive real growth for your business on Amazon.

What Types of Metrics Does Amazon Attribution Help Track?

Amazon Attribution provides a range of metrics to help you analyze how your marketing efforts impact Amazon sales. These metrics can be grouped based on different aspects of the shopper journey like we have done below:

Awareness Metrics

• Clicks: Tracks how many users clicked on your ads to visit your Amazon page.
• Detail Page Views: Shows the number of views on the product detail page linked to your campaign.

Consideration Metrics

• Add to Cart: Measures how often a promoted product is added to a customer’s cart.
• Total Add to Carts: Includes adds-to-cart for both promoted products and other products in the same brand (brand halo).

Purchase Metrics

• Purchases: Counts the number of times promoted products are purchased after clicking an ad.
• Total Purchases: Includes purchases of both promoted products and other products in the same brand.
• New-to-Brand Purchases: Tracks first-time purchases for promoted products from new customers.
• Brand Halo: This measures how your ads for one product affect the sales of other products from the same brand. For instance, if someone clicks an ad for Product A but ends up adding Product B to their cart, this is tracked as “Add to Cart Brand Halo.” It shows how promoting one item can drive interest in other items from your brand.

Sales Metrics

• Product Sales: Tracks total sales in local currency for promoted products after an ad click.
• Total Product Sales: Includes sales for promoted products and brand halo products.
• New-to-Brand Product Sales: Measures sales from new customers purchasing promoted products.

Unit Metrics

• Units Sold: Counts the total number of promoted product units sold.
• Total Units Sold: Includes units sold for both promoted and brand halo products.
• New-to-Brand Units Sold: Tracks the quantity of products bought for the first time by new customers.

Note: 1. This list isn’t exhaustive, and there are many other supported metrics. We have handpicked just a few. 2. All metrics are supported for every channel integrated with Amazon Attribution.

Troubleshooting Common Amazon Attribution Issues

If you notice a difference of more than 20% between Amazon Attribution metrics and data from the original source platform, review the following troubleshooting tips.

• Higher Clicks in Amazon Attribution: Ensure the date ranges match for Amazon Attribution and publisher reports. Confirm the attribution tag is unique and not used across other creatives, URLs, or trackers.
• Lower Clicks in Amazon Attribution: Double-check that date ranges align across reports. Also, verify that only ads with Amazon Attribution tags are being compared.
• No Clicks Recorded: Confirm that the attribution tags were added correctly. Revisit tag setup steps to ensure accuracy.
• No Conversions or Sales: Make sure the correct product ASINs are assigned to each campaign. Even without product purchases or views, ads may still impact overall brand conversions, which are listed under “Total metrics.”
• Discrepancies with Amazon Stores Insights: Be aware that Amazon Attribution and Stores insights follow different attribution methods, which may cause variations in data.

Best Practices for Amazon Attribution 

These best practices are suggested by Amazon to help you optimize your campaigns and make the most of Amazon Attribution.

• Define Campaign Goals Clearly: Create campaigns based on the advertised products or objectives. For example, set up separate campaigns for platforms like Facebook and Pinterest to track performance for each.
• Strategic Ad Group Setup: Organize ad groups by specific strategies or tactics, such as awareness, purchase intent, or creative variations. This setup lets you analyze performance at a granular level.
• Choose Relevant Click-Through URLs: Use product detail page links when driving sales for individual items. For broader engagement, link to your Amazon Store to promote a range of products.
• Generate Multiple Attribution Tags: Create unique tags for each ad, link, or button to get insights into the performance of different creatives and tactics.
• Use the Bulk Upload Feature For Google and Facebook ads: For campaigns on platforms like Google and Facebook, bulk upload up to 100,000 Google keywords or 8,500 ads. This saves time and ensures scalability for high-volume campaigns.

Amazon Attribution Alternatives

For sellers who need additional or different tracking capabilities, there are several alternatives to Amazon Attribution. These include: 

Amazon Associates Program

Amazon’s affiliate program allows users to create tracking links. While it helps track external traffic, it offers limited insights compared to Amazon Attribution, such as only showing which items were purchased without detailed user behavior analysis. 

LandingCube

LandingCube integrates with Amazon Attribution, allowing sellers to track metrics like “add-to-cart” and purchases. It features a dashboard for monitoring performance on Amazon and external platforms.

Pixelfy.me

Pixelfy.me offers URL shortening and branded links to track traffic directed to Amazon product pages. It provides essential insights, though it may lack Amazon Attribution’s depth.

Unique Coupon Codes

Using unique coupon codes, sellers can track conversions across different channels. While less precise than dedicated attribution tools, it offers basic insight into channel performance.

You might also like to read: 1. Understanding Amazon Warehousing and Distribution (AWD) 2. Amazon Global Logistics Explained: Shipping Across Borders 3. What Are Amazon Posts and How to Create Them in 2025? 4. All You Need To Know About Amazon Marketing Cloud 5. Ultimate Guide to Master Amazon PPC Optimization in 2025 6. What to Do When Your Amazon Seller Account is Suspended or Deactivated? 7. How to Sell on Amazon Handmade: A Simple Guide For Sellers

Conclusion 

Amazon Attribution helps you track and understand how your external marketing drives Amazon sales. With insights into customer behavior and campaign performance, you can make smarter marketing decisions, boost your reach, and drive growth. 

Good luck! 

FAQs

1. How to create an Amazon Attribution link?

To create an Amazon Attribution link, log into Seller Central, go to “Advertising,” and click on “Campaign Manager”. You will reach the Amazon advertising console, from where you can access the Amazon Attribution dashboard.

Start a new campaign, name it with your product and ad channel (like “Product – Google Ads”), and select the relevant ASIN. If your product has variations, add them to track all sales accurately.

Next, set up ad groups for each variation, add the clean Amazon URL as the destination, and generate the attribution tag. Copy this tag and use it in your ads on platforms like Google or social media. This link allows you to track conversions and analyze performance directly in Amazon’s Attribution dashboard.

2. How can advertisers use Amazon Attribution?
   

Advertisers can measure the performance of external ads like social media, search, and display campaigns. It tracks customer actions such as clicks, product views, and purchases, offering insights for optimizing ad spend and improving campaign performance.

3. What is an attribution tag?
   

An attribution tag is a unique URL parameter generated in Amazon Attribution. It tracks traffic and sales from external ad campaigns to Amazon, linking customer actions back to specific marketing efforts.

4. What is the Amazon Ads attribution lookback window?
   

The lookback window is 14 days. If a customer clicks an ad with an attribution tag and makes a purchase within 14 days, the conversion is credited to that campaign.

5. What metrics can I track with Amazon Attribution?
   

Metrics include clicks, detailed page views, add-to-cart actions, purchases, and total sales. These metrics provide insights into the effectiveness of external ads in driving Amazon sales.

6. How do I set up Amazon Attribution for Google Ads?
   

To set up Amazon Attribution Google Ads , download the bulk file template from Amazon Attribution, populate it with data from Google Ads Reports, and upload it back to Amazon Attribution. Generate attribution tags and insert them into the destination URL fields in Google Ads to track campaign performance.

7. How can I integrate Amazon Attribution with Facebook Ads?
   

To integrate Amazon Attribution with Facebook Ads, download the bulk template, fill it with Facebook Ads Manager data, and upload it to Amazon Attribution.

Generate unique attribution tags, then paste these tags into the destination URL fields of your Facebook ads. This process links ad performance to Amazon sales data properly.

8. How can I access Amazon Attribution?
   

It’s available to brand-registered sellers, vendors, and agencies. Eligible users can register through Amazon Attribution’s console or API-integrated tools.

9. How can Amazon Attribution benefit my marketing strategy?
   

It helps assess how external ads drive sales on Amazon. By identifying successful channels and optimizing campaigns, you can improve ROI and better allocate your marketing budget.

10. Are there alternatives to Amazon Attribution?
    Alternatives include Amazon Associates Program, LandingCube, UTM.io, AnyTrack, and Bitly. These tools track external campaigns but lack Amazon-specific integration.