Launch announcement

Re-engage with your audiences directed to the Amazon store from your off-Amazon ad traffic with Amazon Attribution re-marketing

13 September 2023

What’s launched?

Amazon Attribution (AA) is launching a new custom audience feature, that provides AA customers with a new re-marketing capability. Amazon Attribution re-marketing allows you to reach audiences directed from your off-Amazon ad traffic into Amazon, in the last 30 days. This audience is available in Amazon DSP.

Amazon Attribution audience in ADSP

Amazon Attribution audience in Amazon DSP

Why is it important?

Advertisers can reach, re-engage and re-market to the Amazon Attribution audiences that have been directed to Amazon through their off-Amazon advertisements. This new audience segment enables advertisers to re-market within Amazon to help improve conversion, as these customers have already expressed interest in the product by clicking your off-Amazon ad. Advertisers can improve full funnel marketing effectiveness by combining AA campaigns with re-marketing through Amazon Ads. For eligible re-marketing conversions, US brand owning sellers enrolled in the Brand Referral Bonus will continue to receive the bonus. The Brand Referral Bonus (BRB) programme gives eligible US brand owning Sellers a bonus credit worth an average of 10% of the sales price on sales generated from non-Amazon marketing efforts measured with Amazon Attribution.

Where is the feature available?

  • North America: United States

Who can use it?

  • Audience will be available for all sellers, who are onboarded to Amazon Attribution and have directed enough traffic to Amazon using AA tags
  • This new audience will be available in Amazon DSP, under Custom-Built high-level category.
  • New Amazon Attribution audience will be accessible through existing audience APIs

Where do I access it?

  • Amazon DSP
You spoke, we listened

This launch or feature update is as a result of advertiser-driven feedback