Amazon Attribution

Amazon Attribution is a free measurement tool that helps sellers understand how their non-Amazon marketing efforts drive sales on Amazon. The platform generates tracking tags for use in Google Ads, Facebook campaigns, email marketing, and other external channels, then reports which off-Amazon touchpoints lead to Amazon conversions.

The attribution data shows impressions, clicks, detail page views, add-to-carts, and purchases driven by each external channel. This visibility helps sellers optimize their off-Amazon marketing spend based on actual Amazon conversion data rather than guesswork. The Brand Referral Bonus program also provides a rebate on referral fees for sales driven through attributed external traffic.

For brands investing in off-Amazon advertising, Attribution fills a critical measurement gap. Without it, sellers can't connect their Google or social media ad spend to Amazon sales, making it impossible to calculate true ROAS for those channels. The tool is free for Brand Registered sellers and should be part of any multi-channel advertising strategy.