Discover how our self-service analytics and measurement solution can help you optimize your off-Amazon marketing efforts, maximize your return on investment, and drive more sales.
WHAT IS AMAZON ATTRIBUTION?
Amazon Ads can help drive awareness, consideration, and sales for your brand and products across multiple touchpoints on Amazon. But we know there are a number of non-Amazon channels that can play key roles in your customers’ shopping journey and in your overall marketing strategy, such as:
Driving discoverability and consideration of a new product or your Store on Amazon
Promoting awareness of deals or coupons
Conducting landing page tests for your product detail pages or Store to optimize views
Increasing glance views of product pages, which can help support organic rankings and add to the audiences you can reach with self-service display ads
Boosting new-to-brand consideration and sales in a new category
Growing your followers on Amazon
So we designed Amazon Attribution (beta) to empower brands like yours with the insights they need to understand how their marketing campaigns off of Amazon, that drive to Amazon product pages and Stores, are creating value for their brand on Amazon. And to learn how those efforts are impacting customers’ Amazon shopping activities, by providing insights throughout the shopping journey.
Using Amazon Attribution’s analytics and insights, you can optimize and plan your digital strategies based on what you know resonates with your customers and makes an impact for your brand on Amazon. This means more opportunities to build awareness of your brand and products, reach more customers, and ultimately increase sales on Amazon.
Amazon Attribution is currently available for professional sellers enrolled in Amazon Brand Registry, vendors, and agencies with clients who sell products on Amazon.
*Sellers must have brand representative status through Amazon Brand Registry to participate in Amazon Attribution. Reach out to seller support with any questions about becoming a brand representative.
Through Amazon Attribution, we have gained visibility into how our client’s non-Amazon marketing investments impact their sales on Amazon. This insight is key to empowering our teams to drive greater return on investment and Amazon business growth for MidWest Homes for Pets.
Amazon Attribution is a free, self-service advertising and analytics measurement solution that gives marketers insight into the on-Amazon impact of their marketing strategies across paid and organic non-Amazon channels that drive to Amazon product pages and Stores.
Amazon Attribution campaigns can be created for any type of publisher, including paid or organic:
Full-funnel insights
Access Amazon conversion metrics across the shopping journey, including new-to-brand, detail page views, add-to-carts, and sales, to help you learn how your strategies lead to brand awareness and product consideration on Amazon in addition to sales.
Quantifiable performance
Measure true sales impact instead of relying on engagement metrics to understand which channels and strategies are most effective for your business.
Singular, cross-device view
Ensure all conversions are accounted for regardless of whether they occur on desktops, laptops, or mobile devices for a comprehensive view of the shopping journey.
Multi-dimensional, visualized reporting
Review campaign performance in-flight, and select your report based on whether you’re looking for reporting at the channel, publisher, campaign, creative, keyword, or product level.
Here are some of the ways you can use Amazon Attribution to gain insights on your brand’s non-Amazon channel impact, with the ultimate goal to grow your business on Amazon.
1. Understand the on-Amazon shopping journey
For your off-Amazon marketing campaigns linking to your product detail pages or Store on Amazon, you can glean insights on how the campaigns help customers discover and consider your products and lead to conversions on Amazon. You can review metrics such as detail page views, add to carts, and sales, and then use these insights to help motivate shoppers to further engage with your brand on Amazon.
2. Identify new, high-value opportunities
Learn which products shoppers purchase after clicking through your non-Amazon campaigns. You can leverage these insights to inform new marketing strategies and identify new opportunities to re-market, cross-sell, or promote new products—helping you improve the sales impact of your strategies and grow your returns.
3. Test creatives, messaging, and tactics
Use attribution tags across the marketing elements you’d like to test and then use the resulting insights to identify which creatives, messages, publishers, or strategies make the most impact toward your marketing goals.
4. Optimize campaigns in flight
Amazon Attribution allows you to quickly pinpoint which campaigns are working and adjust them accordingly. Making in-flight campaign optimizations can help maximize your campaign’s impact.
5. Learn more about your customers
By using Amazon Attribution tags in your social media posts that link to your Store and product pages, you can gather insights into how your off-Amazon followers shop with your brand once on Amazon.
6. Redefine and remarket across channels for full-funnel impact
With Sponsored Display, you can re-market to audiences who have clicked your non-Amazon ads and explored your Store’s product pages, but have yet to make a purchase.
Advertisers that optimized their non-Amazon media using Amazon Attribution insights experienced an average 18% increase in new-to-brand sales.1
1Amazon internal study across 93 advertisers, November 2020 – April 2021
ADVERTISER SPOTLIGHT
SmartyPants, a vitamins and supplements brand, launched on Amazon in 2015 and began advertising with Amazon Ads to help grow their brand presence and drive sales. In 2019, the wellness brand expanded their marketing efforts to include paid search, social media, and other non-Amazon channels and registered for Amazon Attribution to track these tactics and measure their success.
SmartyPants partnered with Quartile Digital, a pay-per-click advertising solution integrated with Amazon Attribution through the Amazon Ads API, to manage their paid social and search campaigns. They were able to view Amazon conversion reporting alongside their paid social and search reporting from within the same console they were using for campaign execution.
Learn more about SmartyPants
Using Amazon Attribution through Quartile’s solution allows us to get a unified view of our non-Amazon advertising strategies. For the first time, we were able to view Facebook, Instagram, and Google engagement metrics alongside Amazon conversion and sales metrics. This comprehensive reporting has allowed us to create a truly full-funnel strategy—one that has led to over 100% sales growth for our brand on Amazon this year.