{"id":84334,"date":"2021-07-27T08:36:00","date_gmt":"2021-07-27T08:36:00","guid":{"rendered":"https:\/\/www.sellerlogic.com\/blog\/what-is-amazon-attribution-how-to-understand-the-customer-journey-optimize-your-advertising-and-increase-your-sales\/"},"modified":"2025-12-04T14:15:38","modified_gmt":"2025-12-04T14:15:38","slug":"what-is-amazon-attribution-how-to-understand-the-customer-journey-optimize-your-advertising-and-increase-your-sales","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/en\/blog\/what-is-amazon-attribution-how-to-understand-the-customer-journey-optimize-your-advertising-and-increase-your-sales\/","title":{"rendered":"What is Amazon Attribution? How to understand the customer journey, optimize your advertising, and increase your sales"},"content":{"rendered":"

Running ads on Amazon is one thing, but deriving success from those ads is quite another. Ultimately, the best campaign featuring Mike Tyson as the hero won’t do you any good if it doesn’t resonate with your target audience \u2013 for example, if you sell pink nail polish for little princesses.<\/p>

Admittedly, this example is a bit extreme, but the relevance of audience-targeted advertising is undeniable. This is where Amazon Attribution comes into play for you as a marketplace seller. With this program, you have had the opportunity for some time now to gain important insights into the effectiveness of your advertising campaigns. Let’s take a closer look at this service.<\/p>

What is Amazon Attribution? <\/strong><\/h2>

The Amazon Attribution program is part of Amazon Advertising<\/a> (also known as Amazon AMS) and provides you with insights into the effectiveness of your advertising efforts that you run outside of Amazon. This can include email campaigns, social media advertising, or even Google Ads.<\/p>

This analysis tool is primarily about determining the share that your ads on non-Amazon channels contribute to the sales of a product and comparing different advertising platforms, ads, and formats.<\/p>

Additionally, the success of posts, blogs, and other organic marketing actions can now also be tracked to your sales.<\/p>

Amazon Attribution is based on three strategic pillars.<\/p>

Pillar #1: Evaluate<\/h3>

If you want to successfully advertise outside of Amazon, you need to analyze the effect of these advertising activities. This falls under the first pillar.<\/p>

Amazon Attribution shows what Facebook Ads, Google Ads, etc. really bring you. This allows you to see which advertising formats resonate with your customers and on which platforms they are active. It may well be that Facebook Ads bring immense success to other online retailers, but your specific target audience does not respond to them at all or only minimally because they prefer to use TikTok. Continuing to invest money in this advertising platform would be unprofitable.<\/p>

Pillar #2: Optimize<\/h3>

Now that you know which channels and formats resonate with your target audience, it’s time to optimize \u2013 the second pillar of Amazon Attribution.<\/p>

With the help of on-demand advertising analyses, campaigns can even be optimized while they are running. This allows you to significantly increase their impact and efficiency.<\/p>

This step is primarily about targeting the online campaigns to the audience. The versatile analyses from the Amazon Attribution model will assist you in this.<\/p>

Pillar #3: Plan<\/h3>

The third pillar allows you to plan your future marketing activities. Through Amazon Attribution, you learn which of your target audiences and strategies provide the maximum return on investment (ROI). Additionally, various landing pages enable you to gain diverse information about your customers and their purchasing behavior. This also provides insights into which formats resonate best with your target audience.<\/p>

Through the Amazon Attribution Console, reports can also be downloaded that contain information about Amazon conversions. Conversions include, for example, views of the product detail page (also known as detail page views, or DPV), adding products to the shopping cart, and completed purchases.<\/p>

Amazon Attribution does not provide information on how well posts on other platforms perform, but rather how they influence your customers’ purchasing behavior by clicking on your ads and reaching your product pages or brand stores. If you are interested in likes and interactions on social media, you should consider acquiring an appropriate social media tool. Additionally, the insights are limited to customer movements and traffic outside of Amazon.<\/p><\/blockquote>

Who can use Amazon Attribution?<\/h3>

In Germany, all professional sellers who have registered their brand in Amazon’s Brand Registry can currently use the tool. Agencies also have access to this service. To access the program, you can either use the self-service console or a specific tool for Amazon Attribution that is connected to the Amazon Advertising API.<\/p>

However, the console is not available for all marketplaces. It can be used in Europe (except for the Netherlands and Sweden) as well as in the US and Canadian marketplaces.<\/p>

What does Amazon Attribution cost?<\/h3>

The analysis tool is currently available for free. Interested sellers can access Amazon Attribution through the self-service console or via Amazon Ads partners. By the way, you will receive the Amazon Attribution link to your console via email after you register.<\/p>

How does Amazon Attribution work?<\/h2>
\"What<\/figure>

Amazon Attribution uses tags to track the behavior of customers who clicked on your ad outside of the marketplace. You need to append this tag to the target URL of your ad. Now Amazon can attribute the behavior to a specific ad. By the way, Amazon Attribution also tracks how customers behave who do not purchase your products. This allows you to precisely understand at which point in the customer journey potential shoppers drop off and work on these weaknesses.<\/p>

Essentially, the principle of Amazon Attribution is similar to that of UTM parameters used by Google Analytics for tracking.<\/p>

What KPIs can you measure with Amazon Attribution?<\/h3>

If you want to use Amazon Attribution, you will track specific KPIs. These metrics will tell you how a particular ad, platform, audience, etc. performs. These include, for example, \u2026<\/p>