Four ways to amplify your holiday marketing with Amazon Attribution

Amazon Attribution can help you find key trends from your non-Amazon festive marketing campaigns. You’ll get insights to help you plan future campaigns for both your paid and organic digital marketing strategies.

After the festive season last year, we looked at performance across all channels measured using Amazon Attribution and identified a few key trends. Firstly, email campaigns using Amazon Attribution measurement outperformed the average performance for all non-Amazon campaigns measured by Amazon Attribution across search, social, display and video channels by up to 18 times. This performance was true across all Amazon conversion metrics, including mid-funnel metrics that show consideration for your products on Amazon, such as detail page view rate and Add-to-basket rate, in addition to lower-funnel metrics, like sales and purchase rate.¹ This performance highlights the importance of email for reaching customers, wherever they are in their shopping journeys.

The second-highest-performing non-Amazon marketing channel was paid search, also referred to as search engine marketing (SEM), which outperformed the average sales and purchase rates for all campaigns measured by Amazon Attribution across social, display and video channels by 5X during the Q4 period. These results confirm that paid search is an important channel for reaching shoppers while they’re actively researching your products.²

You can also use Amazon Attribution to measure strategies that you’re planning for different audiences. The insights can help you understand which groups of shoppers not on Amazon are most likely to purchase from your brand on Amazon.

For example, imagine that you send the same deals-themed email to three of your audience groups: health and fitness enthusiasts, parents and bargain hunters. While health and fitness enthusiasts may typically be your most engaged audience, Amazon Attribution measurement might show that you actually have a higher sales rate on Amazon from the email that went to parents and bargain hunters. You can then test new ways to improve engagement among health and fitness enthusiasts and grow sales for parents and bargain hunters.

By answering these questions, you can begin to test and learn which types of landing pages – a detail page or your Store – will offer customers the right experience based on where they are in their journey and your business goals.

For example, for ads that promote your brand more generally, or for ads that reach audiences still becoming familiar with your brand, you might test whether it makes sense to direct them to a specific product detail page or to your Store instead. By sending shoppers to a detail page, they’ll be able to easily add the item to their shopping basket. On the other hand, by sending them to your Store, you might help new shoppers who aren’t yet ready to purchase learn more about your brand and products. Another benefit of bringing shoppers to your Store is that they can discover additional products from your brand that they may not have been familiar with.

Using Amazon Attribution to measure your marketing efforts during the lead up to the festive season will help you better understand how your customers are engaging with your brand, wherever they spend time. With these insights from Amazon Attribution, you can make sure that your festive marketing campaigns are helping drive sales for your brand on Amazon. For additional strategies to help you maximise impact during the festive period and until the end of the year using Amazon Attribution insights, view our guide.

Amazon Attribution beta is available to vendors that sell products on Amazon in the US, UK, France, Italy, Spain, Germany and Canada as well as to professional sellers enrolled in Amazon Brand Registry that sell products on Amazon in the US. It’s also available to agencies with eligible clients selling products on Amazon.

Learn more about how you can use Amazon Attribution to measure and optimise both your organic and paid marketing efforts and understand how your non-Amazon marketing tactics are helping drive sales on Amazon.