Amazon Attribution: Amazon's New Advertising Service

As part of the article series on Amazon Advertising, we now introduce the Amazon Attribution console.

With the new advertising console Amazon Attribution, Amazon offers both sellers and vendors the opportunity to gain insights into key figures from various marketing channels outside of Amazon.

Added Value for Sellers and Vendors

The tool breaks down valuable data about users who move outside of Amazon. For example, it can be precisely traced how the customer became aware of the product and which campaign led to a purchase. This makes campaign steering and budgeting more efficient. Amazon Attribution is intended to help understand customer needs faster and convert them into targeted campaigns, regardless of whether the customer is within or outside the Amazon marketplace.

Registration for this service is possible for all sellers and vendors with a registered brand here.

Currently, Amazon Attribution is free to use for all sellers and vendors. Additionally, brand owners can add other users - such as agencies or business partners - to the account. The program is currently available for the Amazon marketplaces of Germany, Spain, France, Great Britain, Italy, USA, and Canada. To monitor campaigns, so-called Orders and Attribution Tags must be created within Amazon Attribution.

Creating an Order

Orders in Amazon Attribution refer to campaigns that are set up outside of Amazon and lead to a product detail page or the Brand Store of a brand. Within the overview of the orders of your own account, data such as Detail Page Views, Click-throughs, or Sales are quickly visible.

To create a new order, you only need to select the products for which external campaigns are running and should be observed:

Then, under Order Settings, the order is named, under which it is then visible in the console. To correctly evaluate the data from the different campaigns within Amazon Attribution, it is essential to assign so-called Attribution Tags.

Creating Attribution Tags for Campaigns

To create an Attribution Tag, an order for the respective product must first be created. In the next step, a so-called Line item name must be assigned and a Publisher, i.e., the medium on which the campaign runs, must be selected from a drop-down menu:

Additionally, the corresponding channel, such as Social, Search, or Display, is also automatically assigned by Amazon, depending on the previously selected Publisher. Finally, the Amazon target page, i.e., for example, the URL to the Amazon product detail page or the URL to the Brand Store page, must be entered in the Click-through URL field. After that, an Attribution Tag is automatically created via the Create button. With the copy of the tag, it can be integrated into various external campaigns. A detailed guide for implementation in different campaigns is available here.

Amazon Tracking URL for InstagramEach Attribution Tag always refers to only one campaign, so multiple tags must be created for observing several different campaigns.

Evaluation in the Advertising Console

In the advertising console itself, there are only minor evaluation options. For our test campaign, an advertisement on Instagram, there were 67 Click-throughs, i.e., clicks on the advertising medium, and 58 Detail page views (DPV) or sales (Product sales). Actually, every click on the advertising medium should also result in a call to the product detail page, probably the recording happens with a time delay.

Reporting Options

In Amazon Attribution, various reports are available for download, and automatic reports can also be created that are sent by email at regular intervals. According to Amazon, all data specified here is displayed in Amazon Attribution with a 4- to 6-hour delay. To create a report, you only need to enter the desired orders and the time interval and assign a name for the report.

Within the reporting, key figures such as Page Views, Total Purchases, and Product Sales are then compiled on the respective advertising channel.

Conclusion

Amazon Attribution is certainly a useful service to better identify external traffic, such as from search engine ads or social media campaigns. Previously, there was only the possibility in the Amazon shop to measure the success of a Facebook campaign, for example, only via a special URL. With the evaluation options of Amazon Attribution, campaigns on other channels can also be optimized more specifically for Amazon. Therefore, social media marketing is now more meaningful regarding Amazon, as success measurement is now possible using Amazon Attribution. Currently, tracking of ads in search engines, social media, and partner websites with display ads is possible. Since the program has only been available in Germany for a short time, a statement regarding efficiency remains to be seen.

Learn more about Amazon Advertising

This article is part of the series: Amazon Advertising - What Advertising Formats Does Amazon Offer?

In the following article Sponsored Ads, we present two advertising solutions with which you can reach potential buyers who are already on amazon.de for your products.