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For the first time, using Amazon Attribution, brands can measure the impact of display, search, and video channels based on how consumers discover, research, and buy their products on Amazon.

What is Amazon Attribution?

Amazon Attribution is a new beta measurement solution that provides brands that sell on Amazon with sales impact analysis across media channels off Amazon.

With on-demand reporting, Amazon attribution allows advertisers and brands to uncover the insights needed to optimize their media campaigns and grow product sales.

According to Amazon, this new feature also provides a comprehensive view into how each marketing tactic contributes to a brand’s shopping activity on Amazon.

Amazon Attribution allows brands to:

  • Measure: Gain insight into advertising channel effectiveness through Amazon sales impact analysis
  • Optimize: On-demand attribution reporting allows for in-flight optimization
  • Plan: Review channel performance and relevant Amazon audience segment insights to help plan future marketing strategies that can maximize ROI



Amazon Attribution provides insight into conversion metrics including:

  • Detail page views
  • Purchase rate
  • Sales


What You Should Know About Amazon Attribution:

According to our experts, the most exciting part about the new program is that we can finally track traffic from a brand’s website back to Amazon through to purchase.

This means advertisers can monitor traffic coming from Facebook to Google to your own website (or anywhere really – as long as it ends up on Amazon).

“When compared to Amazon Stores Insights, this feature is much more open and robust than Stores because you can track attribution back to a product detail page, far beyond what Stores is capable of.”

Pat Petriello, Head of Marketplace, CPC Strategy


Here’s what we know about the program so far:

  • The first phase of the Amazon Attribution program is a UI based self-serve program.
  • As far as we know, no API will be available in the beta.
  • Amazon Attribution will show both internal (AMS) and external (AAP, non-Amazon external) traffic.
  • Up Lace ALBANO Flats Women's Women's ALBANO Lace Flats Up Sales reporting will show total sales regardless if it is a Third Party or Vendor that made sale.
  • As of now, the program is only available to Vendors and free for advertisers.


Amazon Attribution: What do the experts think?

Amazon has long been the retail destination of choice for most US consumers, but until now it has been very challenging for brands to send traffic to Amazon to accelerate the purchase process due to the limited ability to analyze the effectiveness of outside traffic sources.

“Amazon Attribution changes this by giving brands that sell on Amazon the data needed to invest more heavily in advertising off of Amazon to drive sales on platform. We at CPC Strategy are very excited for what this means as it opens up the opportunity to create full funnel, multi-channel marketing campaigns to support sales goals for our clients across the board.”

Nii Ahene, COO at CPC Strategy



Amazon Attribution Case Study:

Today, Amazon Attribution is already opening up new opportunities for brands & agencies to “quantify media investments across digital channels and inform future cross-channel campaigns and creative setup”.

One example is Premier Nutrition (a line of nutrition products to power athletes) who tailored its advertising strategy in Q4 2017 to drive sales growth on Amazon.

Credit: Amazon

After implementing Amazon Attribution, the brand was able to optimize its cross-channel media strategy, resulting in a Up Women's Up Flats Lace Lace Flats ALBANO ALBANO Women's 96% quarter-over-quarter growth in sales and a 322% year-over-year growth in sales for its Premier Protein products on Amazon.

The Value Of Off-Amazon Traffic Generation:

In a recent guest post “How to Drive External Traffic to Amazon (The Right Way)”, Thomas Pruchinski,‎ Head of Growth and Marketing at ‎LandingCube said:

Driving traffic to Amazon is a great way for sellers to gain a competitive advantage and attract new customers. And Amazon appreciates when sellers bring more people to their site. A well-executed strategy towards driving external traffic to Amazon can boost traffic, drive sales, improve keyword rankings, get you a Best Seller Ranking, and help you develop long term relationships with customers.

Here’s a few reasons why brands may want to consider implementing an off Amazon advertising strategy today:

1. Could Prove Access to More Potential Customers: By utilizing channels outside of Amazon to drive traffic to your Amazon product listings, you are expanding your pool of potential customers.

2. Advantage Over Competitors: By driving external traffic to Amazon, you gain an advantage of competitors. You don’t have to compete with other products on the Amazon Search Engine Results Page; you send traffic straight to your listing.

3. Amazon May Reward You: Many sellers also believe that Amazon rewards sellers for driving external traffic to Amazon.com, by sending sellers even more traffic. While it hasn’t been proven, it does make sense. When sellers direct outside traffic to Amazon, they help Amazon gain more customers and make more money.

Keep in mind, we will be updating this post once more information becomes available about Amazon Attribution. If you have additional questions, please reach out to tara@cpcstrategy.com

About the AuthorTara graduated from the University of New Hampshire with a B.S. in Journalism / Business. Her passion for creative publishing and quality reporting landed her work opportunities at several companies in Massachusetts, New York and California. She is a leading voice behind CPC Strategy’s Blog. See all posts by this author here.

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