Amazon Attribution (beta)

Grow your business on Amazon by optimizing experiences off Amazon

What is Amazon Attribution?

Amazon Attribution is an advertising and analytics measurement solution that gives marketers insight into how their non-Amazon marketing channels across search, social, video, display, and email impact shopping activity and sales performance on Amazon. With these insights, you can discover new ways to grow your business on Amazon by optimizing experiences off Amazon.

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

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

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Learn which of your strategies maximize return on investment and drive sales in order to build future marketing plans.

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. Eligible sellers and vendors can access Amazon Attribution measurement through either the self-service console or tool providers integrated with the Amazon Advertising API.

Amazon Attribution is available in:

North America
  • CA
  • MX
  • US
South America
  • BR
  • DE
  • ES
  • FR
  • IT
  • NL
  • UK
Middle East
  • KSA
  • UAE
Asia Pacific
  • AU
  • IN
  • JP
  • SG

How advertisers can use Amazon Attribution

Customers discover products and engage with brands across more touch points than ever before. While Amazon Advertising helps drive consideration for your brand and products across some of these touch points, we know there are a number of non-Amazon channels that also play key roles in the shopping journey. With Amazon Attribution measurement, you can gain visibility into how these non-Amazon touch points help customers discover and consider your products on Amazon. 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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Understand which non-Amazon strategies are helping you reach your goals using Amazon conversion metrics to assess cross-channel performance.

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Access full-funnel advertising analytics, from awareness to consideration to purchase, with metrics including clicks, detail page views, Add to Carts, and sales.

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Discover new sales opportunities by learning more about how shoppers engage with your brand on Amazon.

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Get insight into campaign performance in-flight with Amazon conversion metrics available on-demand for your campaigns.

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Grow return on investment by ensuring your marketing campaigns are efficiently and effectively driving value for your brand on Amazon.

Amazon Attribution case studies

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Case study

Premier Nutrition

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

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

Case study

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.

How to get started with Amazon Attribution

Once your 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.


Complete this form to register:

Get started


Select a marketplace to register:

North America

Already registered? Sign in

*If you work with a tool provider, reach out to your designated account manager to find out how to turn on Amazon Attribution measurement for your non-Amazon campaigns.


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 include standard traffic metrics, including impressions and clicks, as well as Amazon conversion metrics, such as detail page views, Add to Carts, 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" at the top navigation, and then select "User management" to add users.

Amazon Attribution measurement available through the Amazon Advertising API?

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

Educational resources for Amazon Attribution