Amazon Attribution (beta)

Amazon Attribution is an analytics and measurement console that helps brands track their advertising performance across multiple channels. Now, you can discover how your non-Amazon digital marketing tactics are helping drive sales on Amazon.

Why use Amazon Attribution

Amazon Attribution is a tool that you can use to unify your advertising measurement and analytics. Simple to use, this solution helps you better understand the return on investment (ROI) of your digital advertising – including search, social and email – and gives you insight into how customers discover, research and buy your products on Amazon.


Understand which publishers or channels are most effective and efficient at helping you to achieve your media goals on Amazon.


Explore which audience strategies increase the performance of your campaigns and make informed choices about your marketing approach.


Discover how various Amazon landing pages help inform shopping behaviours and learn which creative messages and imagery resonate most.

Who can use Amazon Attribution

Amazon Attribution is currently available for professional sellers enrolled in Amazon Brand Registry, vendors and agencies with clients who sell products on Amazon.

Countries where Amazon Attribution is available
North America
  • CA
  • MX
  • US
  • DE
  • ES
  • FR
  • IT
  • UK
Middle East
  • KSA
  • UAE
Asia Pacific
  • AU
  • IN
  • JP

How advertisers can use Amazon Attribution

Consider Amazon Attribution if Amazon ads are just one of many tools in your marketing strategy. You rely on the information available to you for your advertising on Amazon, and with Amazon Attribution, you can get that same level of insight across all the different channels that you use to drive your business on Amazon.

Or maybe you’re just starting to advertise outside Amazon, and you want to see how your new tactics affect detail page views or “Add to baskets”. Amazon Attribution can help you measure those results.

Amazon Attribution case studies

Premier Nutrition

After implementing this new measurement solution, Premier Nutrition was able to optimise its cross-channel media strategy, resulting in a 96% quarter-on-quarter growth in sales1 and a 322% year-on-year growth in sales2 for its Premier Protein products on Amazon, with the help of agency Exverus Media.

“Amazon Attribution gave us deeper insight than the typical engagement and media metrics that we receive from other solutions. Using these insights, we were able to quickly optimise our investment strategy and generate greater ROI for Premier Protein.”

– Jeremy Lopez, Media Supervisor at Exverus Media

I and love and you

See how pet food brand “I and love and you” used Amazon Attribution to help get a holistic picture of how all of their ad investments contributed to their sales on Amazon.

1Amazon internal data from Q4 2017 to Q1 2018.
2Amazon internal data from Q1 2017 to Q1 2018.

How to get started with Amazon Attribution


Vendors fill in this sign-up form. Sellers sign in to Seller Central and register.


Once your account has been created, sign in and add the products for which you want to measure conversions.


Generate tags for each of your marketing strategies.


Implement tags across your search ads, social ads, display ads, video ads and email marketing.


What types of media can be measured?

Amazon Attribution measures non-Amazon Advertising media such as search ads, social ads, display ads, video ads and email marketing.

How much does Amazon Attribution cost?

At this time, there is no cost associated with participating in Amazon Attribution.

What key metrics are available in Amazon Attribution?

Amazon Attribution reports contain standard traffic metrics, including impressions and clicks, as well as Amazon conversion metrics, such as detail page views, Add to baskets and purchases. Reporting is available via downloadable reports and within the console.

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” in the top navigation bar and then select “User management” to add users.