What Is Amazon Attribution and How Does It Work | SwiftStart

What Is Amazon Attribution and How Does It Work | SwiftStart

insights |  | 7 min read

Amazon is one of the world's largest and most successful eCommerce platforms, with millions of products sold daily. As a result, competition among Amazon sellers is fierce, and many use off-channel traffic sources such as paid search, social media, and email marketing to drive traffic to their product listings. However, until recently, there was no way to track the success of these efforts and understand how they influence sales on Amazon. Enter Amazon Attribution - a powerful new tool that provides valuable insights into how off-channel traffic impacts sales on the platform. If you're an Amazon seller looking to boost your sales and stand out from the competition, read on to learn more about Amazon Attribution and how it can help you succeed.

In this comprehensive guide, we'll cover everything you need to know about Amazon Attribution, including:

  • What is Amazon Attribution and How Does it Work?
  • Why is Amazon Attribution Necessary to become a successful seller?
  • Who Can Access and Use it?
  • What are the Benefits of Using Amazon Attribution?
  • How Much Does it Cost?
  • How To Set Up an Attribution account?
  • What Are the Alternatives to Amazon Attribution, and more!

So, whether you're a new seller or an experienced Amazon merchant, this guide will help you understand and utilize the power of Amazon Attribution to drive more success on Amazon. Let's get started!

What Is Amazon Attribution and How Does It Work?

Amazon Attribution is a powerful tool that enables sellers to understand the effectiveness of their external advertising efforts. Using advanced analytics and tracking capabilities, sellers can track engagement and ROI for various marketing channels, including display ads, search, social media, video media, and email marketing. Whether you're just starting with external marketing or want to refine your existing campaigns, the Amazon Attribution can help you gain valuable insights and maximize the impact of your marketing efforts on Amazon.

Why Is Amazon Attribution Necessary for Successful Selling on Amazon?

As an Amazon seller, it can be difficult to know which marketing channels drive the most sales for your products. However, with Amazon Attribution, you can make more informed decisions about which marketing channels to prioritize and invest in by understanding how off-channel traffic impacts your Amazon sales.

Who Can Access and Use Amazon Attribution?

Amazon Attribution is available to Vendor Central and Seller Central users in the US, Canada, France, Italy, Spain, and Germany. However, these criteria may change anytime, so it is important to keep an eye on the Amazon website for updates. To access and use Amazon Attribution, you must be a registered member of the Amazon Brand Registry and have a professional seller account.

If you are an Amazon seller, you know how important it is to grow and maintain your sales on the platform. Check our guide to learn more about how to manage returns on Amazon.

Benefits of Using Amazon Attribution

Here are a few benefits of using this powerful tool for sellers on Amazon:

Gain in-depth Insights into the Success of your Marketing Campaigns

The main benefit of Amazon Attribution is the ability to track and measure the performance of your marketing campaigns with advanced analytics. This gives you valuable insights that you can use to refine and optimize your marketing strategies, helping you drive more success on Amazon.

Encourages Out-of-the-Box Marketing Strategies

Amazon Attribution encourages sellers to think beyond the confines of Amazon Advertising when it comes to driving sales. By providing a centralized system for measuring and optimizing marketing efforts across multiple channels, sellers can evaluate their marketing strategies in a more holistic and data-driven way. This allows them to focus on higher ROI opportunities and take their marketing efforts to the next level.

Funnel Analytics

Amazon Attribution provides detailed information about user behavior at each funnel stage, helping sellers better understand where and why customers are dropping out of the conversion process. Armed with this data, sellers can make informed decisions about how to optimize their marketing campaigns and improve the effectiveness of their sales funnel.

At SwiftStart, we offer a free 1-1 Amazon account audit to help sellers like you gain in-depth insights into the success of your marketing campaigns.

How to Set Up An Amazon Attribution Account

Now that you know what Amazon Attribution is and how it can help you maximize your sales on Amazon, let's take a look at the steps you need to follow to set up an Amazon Attribution account:

1. Create an Amazon Brand Registry and Seller Account

The first step to setting up Amazon Attribution is to sign up for an Amazon Brand Registry and Seller account. This allows you to register your brand with Amazon and access the powerful tools and resources you need to grow and manage your brand on the platform.

2. Setting Up Tracking

Once you've created your Amazon Brand Registry account and set up your professional seller account, you can start setting up tracking tags for your marketing campaigns. This involves creating tracking tags for your campaigns, uploading them to Amazon Attribution, and tracking the performance of your marketing efforts over time.

3. Optimizing your Marketing Strategies

Once you have access to the insights and data the Amazon Attribution report provides, you can use this information to optimize your marketing strategies and increase your sales on Amazon. This can include optimizing your display ads, refining your search engine optimization strategy, or changing the targeting of your social media campaigns.

What Are the Alternatives to Amazon Attribution?

No doubt, Amazon Attribution is a powerful tool that can help you increase your sales on Amazon. However, if you cannot access this tool due to eligibility restrictions, several alternative options are available. Some of these include:

Amazon Super URL: Amazon Super URL is designed to help you improve the quality of your inbound traffic, increasing sales on Amazon.

Amazon Associates Tracking: This alternative tool provides a more detailed look at your buyers' journey to your store, helping you better understand and optimize your marketing strategies.

Pixelfy.me: Pixelyfy.me is a URL shortener and tracker specifically designed for Amazon sellers, allowing you to create and track any Amazon link.


The world's largest e-commerce platform, Amazon, has millions of buyers looking for the perfect product to meet their needs, making it an incredibly competitive market. To succeed on Amazon, it is essential to have a clear understanding of how off-Amazon traffic impacts your sales and ROI. With Amazon Attribution, you can gain better insights into your buyers' journey and make well-informed marketing decisions that maximize your sales on the platform. Whether you're looking to get started with an Amazon Attribution campaign or looking for alternative tools to improve your marketing efforts, the key is understanding your buyers and optimizing your marketing strategies accordingly.

Get in touch with one of our Amazon experts If you have any questions or need help getting started. Check out our Amazon podcast for exclusive insights and tips on selling on Amazon.


If you find this article helpful then join our social footprint for more Amazon insights and growth hacks. Become a part of our Amazon Facebook community group to stay updated with the latest Amazon news, tips, and tricks. Follow us on LinkedIn for expert guides and Amazon growth strategies. Experts at our Amazon PPC agency are always available to answer any questions and provide personalized support. Check out our SwiftStartUP Amazon podcast for exclusive insights from experts and success stories from top Amazon sellers. Don't forget to claim your free Amazon account audit right now!

We Have Answers to All Your Questions Related to Amazon Attribution

How Much Does Amazon Attribution Cost?

Amazon Attribution is currently available for free, making it an incredibly cost-effective solution for sellers looking to increase their sales on Amazon. However, as Amazon Attribution evolves and becomes more widely used by sellers, there is a chance that the costs of using this tool may change in the future. If you want to start with Amazon Attribution, we recommend signing up for the beta version today.

How to Use Amazon Attribution with Google Ads?

To use Amazon Attribution with Google Ads, you will first need to be logged into your Google Ads account and then navigate to the Account Settings section. Here, you can select the "Auto Tagging" checkbox, which will enable Amazon to create campaigns automatically as your ad traffic starts coming in.

What is My Key Attribute Identifier in Amazon?

The key attribute identifier in Amazon is a unique identifier that helps to distinguish your product or listing from others on the platform. Depending on the product you are selling, this can be something like a manufacturer part number or other product identifiers.

How Long Does Amazon Attribution Take?

Amazon attribution can take anywhere from 24 to 48 hours, depending on various factors. To start seeing clicks and conversions from your marketing efforts, you must ensure your Amazon tags are installed and working correctly. Additionally, it is important to keep in mind that the reporting threshold for Amazon attribution may mask data rows with fewer than 10 clicks.

What Are Amazon Attribution Tags?

Attribution tags are parameterized URLs that can be used to measure link clicks, attribute conversions, and sales of products on Amazon. To use attribution tags, you first need to create an account with Amazon Attribution. Once you have set up your account, you can use the tag generator to create a link that will be associated with your product listing. You can also watch amazon attribution tutorial videos to learn more about these tags and how to use them effectively.

Back to blog