Measurement and analytics

Amazon Attribution

Your non-Amazon campaigns, measured.

With Amazon Attribution measurement, you can measure and optimize how non-Amazon marketing strategies help customers discover, consider and purchase your products on Amazon.

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How does Amazon Attribution work?

Amazon Attribution is a free, advertising and analytics measurement solution that provides insight into the on-Amazon impact of your marketing strategies across non-Amazon channels including search, social, display, video, email, affiliate/influencer campaigns, etc.

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Measure

Understand the impact of your cross-channel digital marketing activities.

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Optimize

Make in-flight optimizations using on-demand advertising analytics to help maximize impact and ensure efficiency.

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Plan

Identify which media channel is most effective at driving advertiser objectives and return on investment.

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Who can use Amazon Attribution?

Amazon Attribution can be used by all eligible vendors, sellers, registered brand owners and Kindle Direct Publishing (KDP) authors who use sponsored ads, and who sell in the Amazon store. Eligible sellers and vendors can access Amazon Attribution measurement through either Amazon Ads Agent or tool providers integrated with the Amazon Ads API.

Benefits of Amazon Attribution

While Amazon Ads helps drive consideration for your brand and products across multiple touchpoints, we know there are a number of non-Amazon channels that also play key roles in the shopping journey. Using these advertising analytics and insights, you can optimize and plan your digital strategy based on what you know resonates with your customers and drives value for your brand on Amazon.

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Drive efficient marketing outcomes

Amazon Attribution provides visibility into the performance and efficiency of your Amazon marketing campaigns, allowing you to optimize for maximum return on investment, and driving valuable business outcomes for your brand.

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Uncover growth opportunities

See how shoppers engage with your products on Amazon, which can help you identify new advertising opportunities and optimize your non-Amazon strategies to better align with your goals.

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Optimize your campaign performance

Get real-time insights into campaign performance across various dimensions, allowing you to make informed, data-driven decisions to optimize your campaigns and improve their effectiveness.

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Quantify cross-channel impact

Calculate the performance impact of your marketing efforts across devices providing you with a comprehensive, cross-channel view of your marketing effectiveness, enabling you to make more informed decisions about your marketing mix.

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Measure the end-to-end impact of your advertising

Amazon Attribution provides comprehensive metrics that span the full customer journey, from awareness to purchase, which enables you to understand the holistic impact of your advertising efforts and how they contribute to driving conversions.

Amazon Ads Academy

Amazon Attribution courses

Learning path

Measure campaigns with Amazon Attribution

In this course for beginners, learn how to create attribution tags to measure your non-Amazon advertising media, and how to gain insights to optimize performance.
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Beginner
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Get started with Amazon Attribution

Once you have registered and your Amazon Ads Agent account is created, sign in to add the products for which you want to measure conversions. From there, generate tags for each of your marketing strategies, and then implement tags across your search ads, social ads, display ads, video ads and email marketing.

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Resources

Amazon Attribution resources

Guides

Your complete guide to Amazon Attribution

Guides

What is marketing attribution? A beginner’s guide

Guides

What are OKRs? A guide to objectives and key results

Guides

What are marketing metrics and why are they important?

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Frequently asked
questions, answered

Who can use Amazon Attribution?

Amazon Attribution is currently available for professional sellers enrolled in Amazon Brand Registry, vendors, KDP authors and agencies with clients who sell products on Amazon. Eligible sellers and vendors can access Amazon Attribution measurement through Amazon Ads Agent or tool providers integrated with the Amazon Ads API.

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

North America
  • CA
  • MX
  • US
South America
  • BR
Europe
  • DE
  • ES
  • FR
  • IT
  • NL
  • SE
  • TR
  • UK
Middle East
  • KSA
  • UAE
Asia Pacific
  • AU
  • IN
  • JP
  • SG
How much does Amazon Attribution cost?

Amazon Attribution is a free measurement solution.

What type of media can be measured with Amazon Attribution?

Amazon Attribution measures non-Amazon Ads performance for media and marketing efforts across non-Amazon channels including (but not limited to) search, social, display, video and email channels.

What are some guardrails/restrictions (e.g. content, product, or booking restrictions) you need to keep top of mind when setting up your Amazon Attribution campaigns?

You’ll set up your Amazon Attribution campaigns based on the Amazon products you are promoting.

The way you set up your campaigns within Amazon Attribution determines how you view results in your reporting. For example, you may choose to create one Amazon Attribution tag for each marketing tactic (e.g. creative, messaging, audience group), so you will be able to view metrics by tactics, represented by different tags, in reporting.

What key metrics are available in Amazon Attribution?

Amazon Attribution reports have a 14-day attribution window and include engagement metrics, as well as Amazon conversion metrics. Reporting is available via downloadable reports and within the Amazon Attribution console.

Engagement metrics:

  • Clicks
  • Detailed page views (DPV)
  • Detailed page view rate (DPVR)

Amazon conversion metrics:

  • Add-to-cart (ATC)
  • Add-to-cart rate (ATCR)
  • Purchases
  • Purchase rate
  • Units sold
  • Product sales
  • New to brand
Can I invite more users, such as my agency partners, to my Amazon Attribution console?

Yes, you can grant permission for users directly within the console. Select “Manage” at the top navigation, and then select “User management” to add users.

Is Amazon Attribution measurement available through the Amazon Ads API?

Yes, Amazon Attribution is now available through the Amazon Ads API. If you’re a tool provider, visit our API guide to learn more and get started.

How can I access Amazon Attribution?

Amazon Attribution reports can be located in Amazon Ads Agent or in the Amazon Attribution API.

Amazon Ads Agent reports

  • Performance report: Access reporting across all campaigns that were not created using Bulk Operations for Google search.
  • Keyword and creative report: Access keyword-level performance for Google search campaigns created using Bulk Operations.
  • Product report: Access reporting across promoted products (those selected during measurement setup) and brand halo products (any other products within the same brand).

Amazon Attribution API (integrated with Amazon Advertising API)

  • For advertisers and agencies currently working with a tool provider, contact your point of contact to find out whether they have integrated with the Amazon Attribution API and how to get started.
  • For advertisers and agencies that don’t work with API-integrated tool providers but want to apply Amazon Attribution measurement to non-Amazon marketing campaigns, click here to learn more.
  • For tool providers, agencies and advertisers interested in integrating with the Amazon Attribution API, click here to learn more.

Types (e.g. targeting, search term, campaign): Metrics can be viewed by channel, publisher, order, line item, search keyword and product ASIN.