What is Amazon Advertising Attribution?

If you’ve been using off-Amazon advertising to drive traffic to your Amazon brand store or product listings, you may have struggled to measure the direct impact of your efforts. Most digital advertising platforms, such as Facebook and Google, allow you to place tracking pixels on your website to monitor conversions and calculate key metrics like cost-per-acquisition and average order size. However, Amazon has historically restricted third-party tracking tools from being added to its platform, making it difficult to assess how external advertising influences Amazon sales.

That has changed with the introduction of Amazon Attribution. Available in beta for 1P vendors and brand-registered 3P sellers, this tool provides insight into how off-platform advertising—including display, social media, video, email, and search campaigns—affects Amazon sales. With Amazon Attribution, brands can now track critical KPIs such as detail page views, purchases, and sales revenue, enabling data-driven decisions to optimize external advertising for the lowest customer acquisition cost on Amazon.

All it takes is three steps to get started with Amazon Attribution:

1. Set up your Order by selecting the products you want to track inside your Amazon Attribution Admin
2. Create a Line Item for each strategy you want to measure and optimize such as one tag per creative or audience strategy
3. Copy your Amazon Attribution tag(s) into the final destination URL of the ad(s) or ad group(s)

By leveraging Amazon Attribution, brands gain valuable insights into how off-platform marketing drives performance, allowing for more informed budget allocation and campaign optimization.

For brands looking to maximize their Amazon strategy, expert support can make all the difference. Whether optimizing ad spend, refining campaign strategies, or improving overall sales performance, our team can help you navigate the complexities of Amazon’s advertising ecosystem. Let’s talk about how we can help you grow sales and maximize profitability on Amazon.