What is Amazon Attribution?

Amazon Attribution is an advertising and analytics measurement solution that gives marketers insight into how their non-Amazon marketing channels perform on Amazon.


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


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


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

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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.

How advertisers can use Amazon Attribution

While Amazon Advertising helps drive consideration for your brand and products across multiple 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.

Understand which non-Amazon strategies are helping you reach your goals.

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

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

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

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

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.

Already registered?


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 either the self-service console or tool providers integrated with the Amazon Ads API.

North America
  • CA
  • MX
  • US
South America
  • BR
  • DE
  • ES
  • FR
  • IT
  • NL
  • SE
  • TR
  • UK
Middle East
  • KSA
  • UAE
Asia Pacific
  • AU
  • IN
  • JP
  • SG
What types of media can be measured?

Amazon Attribution measures non-Amazon Ads 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 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.

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 getting started guide to learn more.