All You Need to Know About Amazon Attribution


Amazon’s advertising platform has gone from strength to strength in recent years – a Forbes report suggests that this surge began back in 2017, with Amazon creating 2000 new jobs to shore up its advertising offering. It’s steadily introduced a whole host of new tools since then and as a result, brands have begun shifting their budgets to Amazon from other platforms such as Google Ads.

Where once Amazon was seen as a low-tier option for online marketing, it now represents a major channel which provides access to millions of customers actively searching and browsing for products or product information.

If you’re a seller on Amazon, making use of the tools at your disposal is essential – and with a series of new updates and capabilities, Amazon advertising continues to impress. 2019 has seen a wide range of new functionalities added to the platform’s marketing capabilities. They’re all designed to make the platform easier to use and significantly more effective – perhaps in recognition of the influx of new advertisers migrating to the platform.

One of the latest tools to be revealed is Amazon Attribution which marks a new frontier for Amazon’s selling community. In this blog, we’ll introduce you to some of the key ways you can benefit from getting on-board.

What is Amazon Attribution?

If you’re an Amazon seller who likes to market and advertise your listed items outside of the platform, then working out how to accurately measure the effectiveness of these marketing strategies can be particularly difficult. This is especially true for those keen to harvest their data and discover whether their off-platform activities are positively impacting sales, yet until recently it has been near-impossible to track and trace these actions.

There are many different advertising platforms which provide a tracking pixel to users, which can then be added to a particular webpage as a way of ensuring accurate attribution of clicks and successful ads – even social network Facebook does this.

Amazon in contrast doesn’t allow these tools to be used, leaving many sellers in the dark about their off-site marketing efforts. Prior to the launch of Amazon Attribution, sellers who took part in other forms of online advertising – encompassing everything from display ads to search campaigns – have been unable to see the results of all their hard work. Amazon Attribution is a clever way to address this problem, and it is currently being tested in beta.

In short, Amazon Attribution gives advertisers the insights they need to track advertising campaigns which take place off the platform – allowing them to measure their ROI and continue to improve their advertising campaigns.

Benefits of Off-Amazon Marketing

Amazon’s seller platform is great for generating customers who are already browsing the site, but to really maximise the potential of any Amazon store, it’s always handy to ensure a more proactive approach.

Amazon rewards buyers who help to drive more traffic to the platform, with a boosted profile and the potential for growing rankings and ensuring a positive reputation as a trusted and trustworthy Amazon vendor. This provides a significant advantage over competing brands which take a more relaxed approach to the process of advertising their products, and allows sellers to not only make the most of those buyers who have found them via Amazon’s own advertising channels, but to grow a wider audience through external traffic.

Why does tracking attribution matter?

The benefits of using this new solution are numerous, as in conjunction with the existing data available through Amazon advertising, brands will now be able to see with greater clarity how successful (or unsuccessful) their current ad campaigns truly are. One of the most important aspects of digital marketing has always been that it provides greater access to insights which are not possible with offline and traditional marketing methods.

Choosing online marketing opens up a world of data and allows advertisers to track and trace what works and what doesn’t, as well as enabling them to make adjustments in real time. This new, on-demand solution helps plug existing gaps in the online marketing world for Amazon sellers, and allows brands to make the most of the great tools which are at their fingertips both on Amazon and beyond.

  • For those eager to truly optimise their advertising, understanding who is viewing and buying your products on Amazon – and how they got there – is crucial.
  • Attribution helps sellers understand which campaign, marketing channel or webpage they need to credit with boosting their sales, as this allows for more efficiency and ultimately helps to shift more stock, improve profit margins and reduce ad spend.
  • Why continue to invest in channels which are producing no results, when you can add to those which are already bearing fruit? Amazon states that the insights which are provided by Amazon Attribution metrics will help sellers to make the strategic decisions and key adjustments which make them stronger and more lucrative brands and businesses.

Tracking attribution data via Amazon Attribution is the perfect way to tie all of your marketing tactics together and reveal the full story of where you stand to improve, and where you’re already excelling.

What will I gain from Amazon Attribution?

Amazon Attribution opens up a new world of insights for advertisers and the brands they serve, providing a wealth of impactful data. This will enable Amazon sellers to unlock a range of great benefits which would otherwise be out of reach, including:

  • Greater Optimisation – this is made possible by the Amazon Attribution on-demand reporting system, which allows sellers to make key optimisation decisions quickly and simply.
  • Planning and Reviewing – reviewing the performance of an Amazon seller channel is simpler than ever before by using Amazon Attribution, which makes accessing insights into audience segmentation the basis for stronger and more effective online marketing.
  • Impactful Analysis – Amazon Attribution provides key information on the impact of each advertising channel used by a particular Amazon seller, ensuring this data can be analysed thoroughly for campaigns with more impact.

In summary, Amazon Attribution uses its own unique conversion metrics to provide a full and comprehensive view of each of the marketing tactics which play a part in every shopping activity which takes place on the platform. By using the attribution capabilities, sellers will be able to see key details including purchase rates, sales and Amazon page views, all in one place.

Does Amazon Attribution work?

To help prove the effectiveness of Amazon Attribution while it is in its beta testing phase, Amazon provides an impressive case study which also helps solidify the trustworthiness of the system.

Food services company Premier Nutrition reported a 96% improvement in their sales and 322% growth year on year via Amazon after they had implemented Amazon Attribution.

The company entrusted its media planning, strategy and buying to Exverus Media, who were eager to find new ways to gain insight into the cross-channel campaigns which they had been implementing for Premier Nutrition.

As with many marketers before them, Exverus Media were frustrated with the lack of information they could access prior to using Amazon Attribution, despite the importance of Amazon as a key e-commerce channel for their client. With these newfound insights, Exverus Media and Premier Nutrition have been able to create more efficient campaigns, helping more customers connect with the products and the brand itself.

What capabilities can I expect from Amazon Attribution?

At present, the beta version of Amazon Attribution provides access to both promoted conversions (for selected ASINs), and information on the total conversions for each specific ASIN the user selects.

In addition, sellers are able to see ASINs which relate to all products within the brand overall. Amazon Attribution showcases the source of conversions from outside Amazon, covering the following areas:

  • Video advertising
  • Search advertising
  • Display advertising

Impressions on video and display adverts are tracked using an image impression pixel, and click tracking replaces the original advert URL with the Amazon redirect system, ensuring full traceability. Search advertising on Google and other search engines is measured using a tracking template, generated from pixels corresponding to the selected search engine.

The future of Amazon Attribution  

Amazon has already established itself as one of the most significant retail outlets on the web, with a worldwide reach which is a fantastic opportunity for both buyers and brands with ambition and a solid marketing plan they want to implement. Presuming an eventual worldwide roll-out of Amazon Attribution, users of the platform can look forward to significantly increasing their effectiveness as sellers, and also creating more comprehensive and strategic marketing plans.

How do I sign up?

The system is in the beta testing phase. At present, Amazon Attribution is available in the United States and Canada, as well as to limited sellers in the UK. Access can be requested via the official website, and signing up is 100% free. Agencies acting on behalf of their client are requested to ask the brand they work for to complete the initial sign-up, completing a brief form which requests a few pieces of key information such as the appropriate vendor code, country and contact details.