In Amazon’s race to win additional ecommerce sales from online customers, they are also developing their analytical tools. It is known for a long time that other giants like Google have developed their analytical tools years ago, such as Google Analytics and Search Console. Amazon seems to be entering this space by adding amazon attribution feature to their suite of tools for Amazon sellers.

As an Amazon seller, you probably are already not only harvesting the traffic that Amazon is offering you, but also sending external traffic to your Amazon listings, coming from social media influencers, and authority websites.

What you couldn’t do so far – was to see how this external traffic contributed to the overall sales velocity of your listings. Now, there is a way to do that too through Amazon attribution platform, with some simple setup rules.

What is Amazon attribution?

Amazon attribution is one of Amazon’s recent analytics & measurement tools, that allows you to track sales that come from other traffic channels such as Facebook and individual websites. All you need to do is generate the tracking pixels (small pieces of codes) from Amazon that are called “attribution tags” and implement them across all external traffic that you will be sending to your listing.

For the first time on Amazon, advertisers are able to generate tags on their own without requesting assistance from Seller Support, and all this is done through the self-service console. Today, average shopping journey is more complex than ever and it is much harder to track customer’s journey than before. The average customer will make multiple interactions with brands before deciding to make a purchase, both on social media and authority websites. That is why Amazon Attribution program uses 14-day attribution model. This means that the conversion data will go 14 days in arrears to better understand how many clicks are necessary to make a purchase.

Some of the key benefits include:

• Gather cross-channel insights – if you drive traffic from your other channels and not only from Amazon, you will find this feature to be a true eye-opener. With clear understanding of how each channel performs, you can easily eliminate the things that don’t work and double-down on the things that do work.
• Additional suite of metrics – aside from gaining basic insights such as: impressions and clicks, you will receive access to conversion metrics such as – detail page views, purchases and adds to carts. All these metrics are super valuable to anyone who is working hard at getting their product ranked on Amazon because adds to carts and clicks are one of the most important metrics for ranking.
• Retargeting possibilities – through Amazon attribution, you consistently expand your audience of prospects that are present on social media, that you can retarget later on through DSP. This is also one of the reasons why it is super important to drive external traffic to your listings.
• Funnel-like brand presence – with the already familiar platforms, you can create very unique creatives to promote across social media, which helps you create a competitive edge and a custom feeling towards your product. Once the prospects are hooked on the Facebook ad, you can choose a custom landing page to drive them to. This combination is beneficial because you have insights into both top-of-the-funnel metrics such as: clicks and impressions, but also end-of-the-funnel metrics such as: adds to cart and purchases. All of this is visible within the same interface, making the whole process a lot more streamlined.

How to get started with Amazon attribution?

Using this feature is free, but you still need to sign up for it, and make sure you’re Brand registered on Amazon. That is the first step. Once you are approved in this program, you will be able to choose which products you want to track conversions for. Then you can generate a tag in the attribution interface and apply it to all channels that you use to drive traffic to your Amazon listing.

Once you implement the tags, the data collection starts. You will receive access to some highly elaborate reports and insights into how each traffic channel is performing. Once you gain better understanding into what works, you can easily maximize your ROI (return on investment) by doubling-down on the things that work.

What metrics can you see?

Amazon attribution will allow you to see both metrics from the top of the funnel traffic, and end of the funnel traffic.

Top of the funnel metrics are clicks and impressions. End of the funnel metrics are product detail page views, adds to carts, purchase rate and sales. Seeing and understanding these metrics is crucial for you to know where to invest your money and maximize your ROI. The best part of these metrics is that you can download them as a report.