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Bringing external traffic to Amazon is one of the most powerful ways to increase sales, boost organic ranking, and reduce dependency on PPC. But without proper tracking, most sellers don’t know whether their off-Amazon marketing is converting.
Amazon Attribution features a cost-free analytic tool that enables sellers to evaluate the performance of Google Ads and Facebook alongside Instagram and TikTok as well as email marketing.
In this guide, we’ll cover:
✅ What Amazon Attribution is & how it works.
✅ Common mistakes sellers make & how to avoid them.
✅ Step-by-step guide on setting up Amazon Attribution (with visuals).
✅ Pro tips & best practices to maximize results.
✅ FAQs about Amazon Attribution & how it compares to PPC.
Let’s dive in! 🚀
What is Amazon Attribution?
Amazon Attribution is a conversion tracking tool that allows brand-registered sellers to measure how external traffic impacts their Amazon sales.
Sellers can generate trackable links (attribution tags) that provide insights into: 📊 Clicks & detail page views – See how many people visit your listing. 🛒 Add to carts – Measure purchase intent. 💰 Sales & revenue impact – Track conversions & total revenue generated.
This removes the guesswork from external marketing and helps sellers invest in channels that actually drive sales.
Why Should You Use Amazon Attribution?
Amazon favors listings that bring external traffic, making it a key strategy to increase sales & organic rankings.
📈 Benefits of Amazon Attribution: ✔️ Measure ROI – Know which external campaigns are driving actual purchases. ✔️ Boost Amazon rankings – Amazon rewards listings that generate outside traffic. ✔️ Optimize ad spend – Stop wasting money on ineffective marketing. ✔️ Earn extra revenue – Combine with Brand Referral Bonus to get up to 10% cashback on sales from external sources.
Common Mistakes Sellers Make with Amazon Attribution (And How to Avoid Them)
🚨 Mistake #1: Not Setting Up Separate Attribution Tags for Each Campaign 🔹 Many sellers use the same attribution link for different platforms (e.g., Facebook and Google Ads), making it impossible to track performance individually. ✅ Fix: Create a unique attribution tag for each platform & campaign to get clear insights on what works best.
🚨 Mistake #2: Sending External Traffic to a Poorly Optimized Amazon Listing 🔹 Sellers drive traffic to listings with bad images, weak descriptions, or poor reviews, leading to low conversions. ✅ Fix: Optimize your listing before driving external traffic—high-quality images, strong copy, and social proof (reviews) are essential.
🚨 Mistake #3: Expecting Instant Results 🔹 Amazon Attribution doesn’t track in real time—there’s often a 12-72 hour delay in reporting. ✅ Fix: Be patient! Wait at least a week before analyzing campaign performance.
🚨 Mistake #4: Forgetting to Use Amazon Attribution with the Brand Referral Bonus 🔹 Many sellers don’t realize they can earn up to 10% cashback on attributed sales! ✅ Fix: Apply for Amazon’s Brand Referral Bonus to get rewarded for external traffic.
Step-by-Step Guide: How to Set Up Amazon Attribution
Step 1: Sign Up for Amazon Attribution
1️⃣ Log in to Amazon Advertising Console → Click Here 2️⃣ Navigate to Measurement & Reporting > Amazon Attribution 3️⃣ Click “Sign Up” and follow the approval steps
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Step 2: Create an Attribution Tag
1️⃣ Inside the Amazon Attribution dashboard, click “Create Order” 2️⃣ Select the product(s) you want to track 3️⃣ Choose the external traffic source (Google, Facebook, Instagram, etc.) 4️⃣ Name your campaign (e.g., “FB Ads – Summer Sale”) 5️⃣ Generate a trackable URL (this is your attribution link)
Step 3: Use the Link in Your Campaigns
✔️ Google Ads – Use the link in your Google PPC campaigns. ✔️ Facebook/Instagram Ads – Add the link to your ads & social posts. ✔️ Influencer Marketing – Provide influencers with the link to track their impact. ✔️ Email Campaigns – Add the link to your newsletters & promotions.
💡 Pro Tip: Shorten long Amazon Attribution links using Bitly or a custom URL for cleaner tracking.
Pro Tips & Best Practices for Maximizing Amazon Attribution
⭐ Use Multiple Channels – Test different platforms (Google, TikTok, Instagram) and analyze which works best. ⭐ A/B Test Your Ads – Run different creatives to see what drives the highest conversions. ⭐ Monitor Data Weekly – Amazon Attribution updates with a delay, so check results every 7 days. ⭐ Retarget High-Intent Users – Use your Amazon Attribution insights to retarget users who clicked but didn’t buy.
FAQs: Amazon Attribution vs. Amazon PPC
❓ Does Amazon Attribution work for organic traffic? ✅ Yes! You can track organic social posts, blog articles, email marketing, and influencer campaigns.
❓ What’s the difference between Amazon Attribution & Amazon PPC tracking? 🔹 Amazon PPC tracks conversions from Amazon Ads only. 🔹 Amazon Attribution tracks external traffic sources like Google, Facebook, & influencer marketing.
❓ Can I use Amazon Attribution with influencers? ✅ Yes! Provide influencers with a unique attribution link to track sales from their content.
❓ Do I need to be brand-registered to use Amazon Attribution? ✅ Yes, only brand-registered sellers have access to Amazon Attribution.
Final Thoughts: Why Every Amazon Seller Should Use Amazon Attribution
If you’re driving external traffic to Amazon, Amazon Attribution is a must for tracking & optimizing your marketing.
🚀 Benefits of Amazon Attribution: ✔️ Accurate tracking of external marketing efforts ✔️ Better allocation of ad spend ✔️ Increased organic ranking from external traffic ✔️ Eligibility for Brand Referral Bonus (up to 10% cashback on sales!)
🔹 Ready to maximize your external traffic? Start using Amazon Attribution today!
💡 Have questions about Amazon Attribution? Drop them in the comments! 👇
Ruben A.
CEO at PAS
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