What is Amazon Attribution and How to Use It

If you’ve ever tried driving traffic from external sources to your Amazon listings to increase sales, you’ll know how frustrating it can be.

Like a digital Bermuda Triangle, once your potential customers click the link in your ad, blog post or landing page, and crossed into the Amazon ecosystem, you were pretty much left to guess whether they actually followed through and purchased.

That is, until earlier this year, when Amazon rolled out the beta version of its Amazon Attribution program.

In this article, I’ll talk through what Amazon Attribution is, why you need it, and how it works.


A Quick Primer Of Off-Amazon-To-Amazon Marketing Before Amazon Attribution

The biggest problem with tracking your Off-Amazon-To-Amazon marketing campaigns (before the Amazon Attribution program was around) is that buyers that didn’t arrive at your listing from Amazon PPC were lumped into the same pot.

So if you made 200 sales, and you knew 75 were from Amazon PPC, you were left with 125 buyers who could have come from paid ads, organic, or could have found their way to your listing from, well, anyway, there was no way you could tell.

And if you couldn’t attribute a sale to a specific piece of off-Amazon marketing there was no way to tell if it was working, or which part of your sales funnel needs to be optimized.

Why send ad traffic straight to Amazon?

  • Some brands only exist on Amazon
  • Even if you have your own website people may trust Amazon more
  • Making sales from traffic driven to your listing from off Amazon can help boost your ranking, which increases your chance of Amazon customers purchasing, which increases your chance of sales, which increases your ranking… and so on.

Related Reading: The Amazon Flywheel

Why You Need Amazon Attribution

The clue’s in the name: Amazon Attribution allows you to finally attribute sales to your off-Amazon marketing.

So now, when someone buys, you know exactly what path they took to get to your listing.

This is huge because this data allows you to track Amazon customers throughout your entire sales funnel, kill ads that aren’t working, optimize the ones that are, and increase your overall ROI on ad spend.

Alternatives to Amazon Attribution

There are a couple of alternatives to Amazon Attribution that astute Amazon sellers have been using for some time.

Amazon Associates Tracking Links

This is the most popular way to track external link. You sign up for an Amazon associates account and create affiliate links for your external links. The affiliate revenue you receive will represent the sales you received from your external links. You can also sign-up for multiple Tracking IDs which provides one more layer of granularity.

Amazon associates for amazon sellers

The big advantage this technique is that you will receive affiliate revenue, typically of around 2%. This adds up quickly. The downside is that the tracking of sales is not nearly as granular as Amazon Attribution. Links is a service that provides external tracking for Amazon links. It can track clicks and pixel your customers BUT it cannot track sales, except through the use of an Amazon Associates affiliate code (which you can use). allows the use of Super URLs and other Amazon algorithm manipulating URLs which can be helpful for SEO which is the big benefit of it. As mentioned, it can also pixel traffic with Facebook tracking code, but this isn't necessarily that useful unless you're putting links on a website that you don't control.


Who Can Use Amazon Attribution and How Much Is It?

Right now, Amazon Attribution is open to any third party or first party seller on Amazon that is brand registered.

To sign up, simply go here and signin with your Seller Central login information (to sign in go here).

How Amazon Attribution Works

Paid platforms like Facebook and Google Shopping allow you to track potential customers by using a pixel.

Dropping this code on your website means they can follow them from your ad to your website and report back to you every action they take.

But that only works if you own the website. And Amazon owns Amazon, and they ain’t letting you anywhere near their website with your dirty spying pixel.

Amazon Attribution works slightly differently.

Rather than giving you a pixel they give you what Amazon call an “Attribution Tag.”

What’s an Attribution Tag?

In the words of Amazon, Attribution tags are parameterized URLs that measure click-throughs and attribute conversions and sales of their products on Amazon.”

What that means is, an Attribution Tag is essentially a link to your product listing that Amazon can track.

You can generate that tag (or URL) in your Amazon Attribution account.

Then you simply place that link in your ad, blog post, email, or whatever, just like you would a regular link to get people to your listing.

Except now, when anyone clicks on it, Amazon can track them and let you know a number of actions that they take.

How to Create an Amazon Attribution Tag

Once you’ve set up your Amazon Attribution account it’s pretty simple to generate your first Attribution Tag and start tracking your off-Amazon marketing efforts.

Click on the advertiser name you want to create the tag for.

Amazon Attribution Account Page

Hit the “New Order” button.

amazon attribution new order

If you’re creating a link for a Google Ad, choose “Upload A File” and follow the instructions. If you’re creating a link for anywhere else, choose “Set up an order.”

Then select the product you want to link to from the list of your products below by pressing “Add” next to it.

Amazon Attribution Add Product

Then scroll down, give the order (Attribution Tag) a name and ID so you know exactly which one it is and hit “Continue to line items.”

Amazon Attribution Order Settings

From the publisher drop-down menu, you can choose exactly where you plan to place your link. There are hundreds of options, but for this example I’m choosing Facebook.

Amazon Attribution Drop Down Menu

The box below the Publisher drop-down says “Click-through URL.” This is the URL of the product you want to send people to.

Go to Amazon, search for your product, click on the listing, copy the URL from your browser, paste it into the Click-through URL box and hit the yellow “Create” button.

Amazon Attribution Tag example

And, voila, you have now created your first Amazon Attribution tag.

Simply copy and paste that longgggg link into your Facebook ad (or whatever publisher you choose from the drop-down menu) and you’re now ready to track anyone that clicks that link.

What Metrics Does Amazon Attribution Let You Track?

Once your paid ads, blog posts, social posts, emails, etc, containing your “Attribution tags” are up and running, you’ll be able to track the following actions that people take as tracked by those tags, by campaign and by ASIN:

  • Amazon Detail Page views (i.e. how many people clicked through to your listing)
  • Add to Cart
  • Purchases

This means you’ll know exactly which of your off-Amazon marketing efforts are driving the most people to your listing, which of them are generating the most sales, and which are duds that are losing you money.

Hopefully you can see the huge potential that has for your Off-Amazon-To-Amazon marketing. 

Rather than being left to guess, you’ll now know exactly which strategies to kill and which to scale, which channels are bearing the most fruit so you can focus your efforts on the winners, and which of your Off-Amazon marketing efforts are creating a positive ROI and which ones are emptying your bank balance.

You’ll also know exactly where customers are dropping out of your funnel, which will allow you to test each element and optimize your results.

For example, if your clickthrough rate on your ad is high but you’re not making a lot of sales then it may point to issues with your listing or your price. Both of which you can then test.

Related Listening: E189: Advanced Amazon A9 SEO Strategies


For the first time, you can finally track the traffic you’ve driven from off Amazon to your listing.

This data will help you measure the impact of search, social, display, email, and video media channels on your Amazon sales.

And also show you how consumers discover, research, and buy your products on Amazon.

You can then take those insights to take the guesswork out of what is and isn’t working in your off-Amazon digital marketing and optimize where necessary to increase your ROI.

John Robb

John Robb has been writing copy for almost 20 years for brands like Google, Beats By Dre and Sony Playstation, to name just a few. He currently lives in Los Angeles where he spends his days consulting for brands on digital marketing and copywriting, and tinkering with classic cars.

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  1. Hi John. I wanted to know if the Attribution Tag and Click through URL can be used interchangeably? Can I use the Click through URL for emails?

  2. Hi Dave – Thx for this. Your content is some of the best. Do you know, if we create a pixelfy url from a link we make in amazon attribution, will we both pixel the clicker and track the data in the amazon attribution dashboard? I want to make a link that I can put directly in an ad that pixels the person and sends them to an amazon attribution listing.

    1. I want to say no, but I can’t say for sure. If you test it, let me know what you find out!

  3. We’re currently having Google Ads send traffic to our amazon listings, but we can’t see purchases from Google or Amazon’s end. Does Amazon allows tracking of purchase transaction made through Google Ads or do we need have any alternatives to track the purchase transaction made through Google Ads.

    1. If someone is clicking from a Google ad through to your Amazon page and buying there, Amazon Attribution will allow tracking of this.

  4. How do we create an attribution tag for an Amazon affiliate? Can you please share the steps involved?

  5. Hey guys, thanks for the article.
    Can we reuse the tags instead of creating one for each channel? Say if I generate a generic medium tag, can I pass in a parameter in the tag which captures the channel? I know its not how its supposed to be used. What I am really trying is avoiding to create an attribution tag for each combination of (campaign, channel, medium).

    1. I don’t think Attribution will be able to recognize and autogenerated tag so if you want to tag correctly, you’ll need to setup separate URLS.

  6. Great article! As an Amazon seller, I’ve been curious about Amazon Attribution and how it can help me track the effectiveness of my marketing efforts outside of Amazon. Your article provided a clear and concise explanation of what Amazon Attribution is and how it works, and I appreciate the step-by-step guide on how to set it up. It’s exciting to see that Amazon is expanding its tools for sellers to optimize their advertising campaigns and drive more sales. I’ll definitely be giving Amazon Attribution a try and I’m looking forward to seeing the results! Thanks for sharing this valuable information.

    1. Thank you for your comment! I’m glad to hear that you found the article helpful in understanding Amazon Attribution. Best of luck!

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