Why Amazon Attribution is an Essential Tool for Amazon Sellers

Bottom Line: Amazon Attribution is a feature that lets you track results from non-Amazon marketing channels. It’s the only way to see exactly how many sales, purchases and add-to-carts resulted from your off-Amazon marketing efforts, which makes it essential for optimizing your digital marketing campaigns.

What is Amazon Search Engine Advertising?

Amazon Search Engine Advertising is a suite of tools provided by Amazon to help sellers and advertisers be more visible in the Amazon search results.

The objective is to garner more views and sales, but also to increase brand awareness. On a site like Amazon, it gets more difficult to stand out from the millions of other sellers and brands.

Amazon Search Engine Advertising is a useful and helpful avenue to help you stand out in the crowd.

Here are the key components:

  • Sponsored Products – These are pay-per-click (PPC) ads that show off specific Amazon product pages. They show up in search results and on product detail pages, where people who might buy the goods can see them right away. These ads are based on keywords and display to customers as the result of the various keywords the seller has bid on.
  • Sponsored Brands – Formerly known as “Headline Search Ads”, Sponsored Brand ads are meant to help sellers build brand recognition. These ads features a brand logo, an optimized headline, and display a curated list of products. Sponsored Brand ads send potential buyers to a brand landing page.
  • Sponsored Display – Sponsored Display ads appear to shoppers who have shown interest in categories that might contain your product. They are show to users who are casually browsing Amazon as well as on third party websites. Sponsored Display ads promote your brand and products on and off Amazon.
  • Stores – Stores are not ads, but they fit into this list of services. Amazon allows brands to have a store page on Amazon where shoppers can find all of the products for sale from a specific brand or seller. Stores can be used in tandem with the other advertising tools in this list.
  • Amazon Design Side Platform (DSP) – This platform allows sellers to buy video and display ads automatically. These ads are show on Amazon in addition to Amazon partner sites and through third party ad swaps. This is another tool from Amazon that allows sellers to get attention from searchers off Amazon.

Amazon Search Engine Advertising works because it uses Amazon’s huge amount of shopping data and traffic that is already very interested in buying. Sellers and brands can get their goods in front of people who are already planning to buy by using these advertising tools. This results in higher conversion rates than with traditional online advertising.

What is Amazon Attribution?

Amazon Attribution is an analytics service included in Amazon Seller Central to help sellers track the performance of their ads off Amazon.

The tool is intended mainly for brands and particularly strong at helping sellers understand how their efforts off Amazon contribute to sales and conversions on the Amazon platform.

Amazon Attribution is particularly important in relation to Amazon Search Engine Advertising since it tracks the results of those advertising efforts on the behalf of the seller.

How Does Amazon Attribution Work?

In Amazon’s words, this feature is designed to help you Measure, Optimize and Plan your external traffic campaigns.

  • Measure – the effectiveness of different publishers or channels.
  • Optimize – your campaigns for maximum results.
  • Plan – your future marketing strategies and business goals based on data.
amazon attribution


You’ll create Amazon Attribution tags for particular products and/or channels you want to track. For each tag, you’ll get a unique link. When customers click through to your product listing from this link, Attribution records their actions on Amazon, and aggregates the key data for you.

You can track the following metrics with Amazon Attribution links:

  • Impressions
  • Clicks
  • Detail page views
  • Add to carts
  • Purchase rate
  • Sales

All these are viewable from within the Attribution dashboard, as well as via downloadable reports.

All metrics work off a 14-day last touch attribution window, meaning you will be able to attribute actions to a tracking tag as long as the action takes place within 14 days.

Who Can Use Amazon Attribution?

Amazon Attribution is available to brand-registered sellers, Vendor Central users, KDP authors and agencies, in supported marketplaces.

Currently, these marketplaces are:

  • North America: Canada, Mexico, the United States
  • Europe: Germany, Spain, France, Italy, the Netherlands, Poland and the UK
  • Middle East: Egypt

If you’re a Seller Central user, you’ll need to be enrolled in BRAND REGISTRY. As long as you’re eligible, Amazon Attribution should be immediately available to you through the Amazon Advertising Console.

Amazon Attribution is also available through the Amazon Advertising API, which means third-party tools can use and display Attribution data. (to use Attribution features in these tools, you’ll still need to have access to Attribution yourself).

How Much Does Amazon Attribution Cost?


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Amazon Attribution costs nothing.

Whether this will change in the future is undetermined. But as of 2023, it’s completely free for eligible sellers to use.

amazon attribution links

How Advertisers Can Use Amazon Attribution

To get started, go to your Amazon advertising console. Along with tools to MANAGE YOUR AMAZON PPC CAMPAIGNS, this is where you’ll find Amazon Attribution (if you’re eligible).

Here, you can create new Amazon Attribution tags, and view all the data collected through Attribution. Tags work basically the same as tracking links with Facebook, Google, or affiliate links. Each tag gives you a URL to your product with unique parameters set to the end, which allows Amazon to track anyone who clicks the link.

Here’s an example of an Amazon Attribution link:


How to Create Amazon Attribution Tags

You can create an Amazon Attribution tags individually, or use the bulk upload tool to create multiple tags at once.

Here’s how.

  1. In the Attribution dashboard, select the advertiser you’re creating the URL for.
  2. Click “New Order”.
  3. If you’re creating a link for Google, Facebook, or Instagram, you can select “Upload file to create order and tags”, and follow the instructions given.
  4. Otherwise, hit “Manually create order and tags”.
  5. Now choose the product listing(s) you want to track with this tag.
  6. Under “Order Settings”, choose a name and an ID to help identify the traffic source/campaign.
  7. Choose the Publisher (traffic channel) you’re promoting your product on.
  8. Add your product listing URL under “Click-through URL”.
  9. Hit “Create”, and you’re done.

Why Amazon Attribution is Essential for Sellers

Amazon Attribution is a quick reference for sellers to determine how their ads are performing. As you might imagine, knowing this data allows sellers insights to maintain their current trajectory toward success or pivot to get better results.

Since it’s right in your Seller Central dashboard, it’s easy to integrate regular checks of this data in your seller maintenance routine.

Here the key benefits:

Improved Measurement

Amazon Attribution gives advertisers accurate data on how marketing channels other than Amazon affect shopping and sales on Amazon. This lets advertisers see how well each campaign and channel is working.

Marketing Spend Insights

Sellers can deduce which advertising channels and strategies are working best with the data available in Amazon Attribution. If your goal is getting the best ROI possible, then Amazon Attribution can analyze how your marketing budget is spend and help you optimize it.

Customer Journey Insights

There’s nothing more valuable than seeing things from the customer’s point of view. Amazon Attribution provides a window into how ads are presented to customers off Amazon and how those customers respond allowing for more targeted marketing strategies.

Increased Conversion Rates

Advertisers can focus their efforts on the most effective channels, which could lead to higher conversion rates, if they know which channels bring the most useful traffic to Amazon listings.

Strategic Campaign Adjustments

Sellers can quickly change their campaigns in real time so they can make their campaigns answer the data. The process of improving the images, keywords, and messages of their products in pursuit of better results is ongoing.

Amazon Attribution allows for data-driven insights that enable sellers to really go for the small wins quickly that add up to even bigger wins. Use it to make the most of your marketing dollars.

How To Get To Amazon Attribution On Seller Central

There are a couple of prerequisites to gaining access to Amazon Attribution through Seller Central. We assume that you already have an Amazon Seller Account and have enrolled in the Amazon Brand Registry.

To access Amazon Attribution:


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  1. Log into Seller Central.
  2. Click the Advertising tab and select Campaign Manager.

    access amazon attribution
    Click the Measurement & Reporting icon and select Amazon Attribution.

    amazon attribution

How to Build the Most Profitable Amazon Attribution Campaign

There is no one-size-fits-all approach to Amazon Attribution. Building profitable campaigns is the result of continual and constant learning, tracking, and tweaking.

What we hope to achieve here is to give you a step-by-step guide to help you determine what elements make up a winning campaign.

Following these steps will get you a baseline that you can then manipulate to find that sweet spot every seller strives for:

  1. Define Clear Objectives

What are you hoping to accomplish with your your campaign? That may look like increased sales, increased brand awareness, or more eyeballs on your products.

  1. Know Your Target Audience

If you’ve read that phrase once, you’ve probably read it a hundred times, but if you don’t know who your target audience is, it will be very difficult to sell them products. Use everything Amazon provides you to analyze your customers’ behavior and create your campaigns based on that data.

  1. Select the Right Products

With your target audience in mind, you want to choose products with the right number of good reviews, competitive pricing options, and items that are in high demand. This will increase your chances of making that sale.

  1. Optimize Your Listings

Make sure your listings are attractive. Your images, titles, descriptions, and keywords should be optimized for search and discovery. Your listings need to be working internally on Amazon before you can expect them to perform well with third parties.

  1. Choose the Right Marketing Channels

Based on your audience and products, choose the avenues that make the most sense for reaching your target audience. If you’re selling rollator walkers, Instagram probably isn’t your best option. Choose channels that are more likely to reach your targeted demographic.

  1. Create Amazing Images

If your images are anything less than top-notch professional quality, you’re wasting your time. From product images to ad creatives, your messaging must resonate with your audience and show your products in the best light possible.

  1. Set Up Amazon Attribution Tags

Create Amazon Attribution tags for each external marketing campaign so you can accurately track performance and understand the impact of each channel and campaign.

  1. Be Smart with Your Budget

Focus your advertising dollars toward the channels and strategies that are bringing you the best ROI. Likewise, you may be compelled to focus on your better performing products, but use these same tactics to improve your listings that aren’t seeing the same success.

  1. Launch and Monitor Your Campaign

Keep an eye on performance and regularly review campaign data to monitor its effectiveness in real-time. This will allow you to make quick adjustments for improvement.

  1. Analyze and Optimize

Take a deep dive into the data provided to you by Amazon Attribution’s detailed analytics to understand which aspects of your campaign are driving sales and which are not.

Refine your targeting, creative, budget allocation, and product selection based on performance data.

  1. Test and Learn

Experiment regularly and test different aspects of your campaigns, including creative formats, messaging, and channels to find the most effective strategies.

Document what the data from each campaign teaches you so you don’t repeat strategies that aren’t giving you the results you’ve outlined in your objectives.

How to Setup Attribution Tracking on Amazon

  1. Create a New Campaign

Inside Amazon Attribution, click the Create Campaign button. Name your campaign in such a way that it’s easy to identify throughout your testing and tweaking.

amazon attribution create campaign

  1. Select the Products

Choose the products you want to track in this campaign. All of these products should be ones that you are promoting through external marketing efforts such as social media or search engine ads.

  1. Generate Attribution Tags

Once you’ve selected your products, you’ll be prompted to create attribution tags. Create an unique tag for each marketing channel that you want to track: Google ads, Facebook, email, etc.

Select the appropriate publisher and placement for each ad and paste in the click-through URL. This is the URL of the product listing on Amazon.

  1. Implement Your Tags

Once your tags are generated, you’ll need to implement them in your external marketing campaigns. This typically involves adding the Amazon Attribution tracking URL as the destination URL in your ads, social media posts, or email campaigns.

  1. Launch Your Campaigns

With the tags implemented, launch your external marketing campaigns as planned. The performance data will start to populate in Amazon Attribution as users engage with your ads and visit Amazon.

  1. Monitor and Optimize

Monitor your campaigns regularly through Amazon Attribution. You’ll be able to track metrics like clicks, impressions, page views, add to carts, and sales. Use the data to analyze which channels and strategies are the most successful and adjust your campaigns accordingly to achieve better ROI.

Best Amazon Attribution Tool for Sellers

LandingCube is the best tool for Amazon sellers who use Amazon Attribution. It’s offered for Full-Time Seller, Individual Seller, and Business plans in North American markets.

It makes it easier to connect Amazon seller accounts, which lets you make attribution tracking links that are necessary for evaluating traffic efforts that don’t come from Amazon.

This platform stands out because it lets sellers correctly track important metrics like “add-to-cart” and “purchases.” LandingCube gives sellers access to Amazon Attribution through a simple and safe connection process that doesn’t compromise their passwords.

It makes campaign tracking easier by instantly linking ASINs to tracking parameters. Within 24 to 48 hours, users can see data that they can use.

LandingCube was made to send traffic to Amazon product information pages and works with both Google Analytics and the Facebook Pixel. This makes it an essential tool for sellers who want to get the most out of their marketing efforts outside of Amazon through Amazon Attribution.

What Attribution Can’t Do

The only thing it cannot do, at this time, is send Amazon Attribution data back to ad channels and enable RETARGETING.

For example, with the Facebook Pixel, you can use data collected by the Pixel to create new audiences, and retarget people who entered your sales funnel, but didn’t buy.

Amazon won’t let you do that with Attribution’s tracking tags, as that would allow you to divert Amazon customers away from the Amazon platform.

It also means you aren’t able to use data from Attribution to let the Facebook/Google/TikTok advertising algorithm automatically optimize your ads for those most likely to purchase or add the product to their cart, which would be nice to have.

Alternatives to Amazon Attribution

There are no real worthwhile alternatives to Amazon Attribution at this time. Amazon is a closed system, and there are no third-party tools that are allowed to take this data and create their own tracking tool.

The only other way to see product sales from your off-Amazon marketing channels is by using UNIQUE COUPON CODES. Amazon Attribution reports are much more efficient and effective than this.

Instead of looking for alternatives, there are third-party tools that integrate with Amazon Attribution, to give you a complete, start to finish picture of your external traffic.

LandingCube’s AMAZON LINK SHORTENER is the best tool out there for this. Utilizing the Amazon Ads API, it allows you to create Attribution tags in one click, and view all your data – off-Amazon data as well as purchase metrics – in one convenient dashboard.

You can add retargeting pixels or additional tracking tools to your links, as well as branding them with your own domain.

LandingCube also comes with a one-click integration for Attribution with LANDING PAGES, letting you track the entirety of your sales funnel in one place.

Hit the button below to start a free trial with LandingCube and try it out for yourself.

Amazon Attribution Case Studies

An OFFICIAL CASE STUDY FROM AMAZON claims nutrition company Premier Nutrition saw Amazon sales growth of 96% quarter-over-quarter and 322% year-over-year for their Premier Protein lines after implementing Amazon Attribution in combination with their marketing initiatives.

In ANOTHER CASE STUDY, cookware manufacturers and suppliers Meyer Group Ltd made a revenue increase of 54% and decreased CPA by 48% on traffic driven from Facebook and Google.

Pet food brand “I and love and you” also implemented Amazon Attribution in their business, and discuss the improvements it has made to their advertising measurement in the video below.


Frequently Asked Questions

What Types of Ads Can Be Measured Using Amazon Attribution?

Amazon Attribution allows measurement of various types of off-Amazon ads driving traffic to Amazon, including search ads (Google, Bing), social media ads (Facebook, Instagram, Twitter), video ads (YouTube), display ads, and email marketing campaigns.

What Metrics Are Available Through Amazon Attribution?

Amazon Attribution provides the following key metrics:

  • Clicks
  • Impressions
  • Detail Page Views
  • Add to Carts
  • Purchases
  • Sales

NOTE: The difference between purchases and sales is that Purchases show sales resulting from your ad campaigns while Sales indicates your product sales overall both internal and external.

Is Amazon Attribution Available for All Sellers?

No, Amazon Attribution is not available for all sellers. Access to Amazon Attribution requires that you have a Professional Seller ACcount and that you are enrolled in the Amazon Brand Registery.

Can Amazon Attribution Track Off-Amazon Campaigns?

Yes, Amazon Attribution is specifically designed to track the performance of off-Amazon campaigns.

What Are the Costs Associated With Amazon Attribution?

Amazon Attribution is offered at no additional cost to eligible advertisers, including professional sellers enrolled in Amazon Brand Registry.

How Accurate Is Amazon Attribution Data?

Amazon Attribution data is generally considered highly accurate and reliable because it comes straight from Amazon and is based on real user interactions and purchases on the Amazon platform.

Can I Use Amazon Attribution for Social Media Campaigns?

Yes, you can use Amazon Attribution for social media campaigns. Amazon Attribution allows advertisers to track the performance of their marketing efforts on social media platforms such as Facebook, Instagram, Twitter, and LinkedIn.

How Does Amazon Attribution Integrate With Other Amazon Services?

Yes. Amazon Attribution works with all of Amazon’s other services to give you a full picture of how marketing done outside of Amazon affects sales and how customers act on the Amazon platform.

Final Thoughts

In conclusion, Amazon Attribution is one of the biggest new features to come to Amazon in recent years.

Before the Amazon Attribution beta arrived, Amazon listings were a black hole for marketers. It was virtually impossible to tell how many Amazon customers were actually buying your product as a result of off-Amazon marketing campaigns.

This free advertising tool is now out of beta, fleshed out, and providing value to thousands of Amazon sellers across the globe.


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