What is Amazon Attribution? [Update]

NOTE: This post was updated on 11/8/18.

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

 

UPDATE: How Amazon Attribution Works

Amazon Attribution’s measurement is powered by standard 1×1 image impression pixels and click redirects that are added to your campaign’s ads or creatives.

Amazon’s pixels measure impressions and clicks across your media purchased outside of Amazon Advertising, and allow Amazon to attribute Amazon shopping conversions to your various media channels, campaigns and strategies.

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.
  • 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.

 

UPDATE: Metrics & Measurement Capabilities

The two types of conversion metrics available are:

1) Promoted conversions: Conversions for the specific ASINs you select.

2) Total conversions: Conversions for the specific ASINs you select and other ASINs related those products under that same brand (ie “brand halo”).

As we mentioned earlier, Amazon Attribution can attribute conversions for display, video, and search for media purchased outside of Amazon. Click here view to the full list of conversion metrics.

For display and video advertising: Impression tracking is done by adding our 1×1 image impression pixel to impression events on the ad or creative. Click tracking is done by replacing an ad’s original destination URL with our click redirect URL.

For search advertising: Some search publishers allow measurement providers to implement what’s known as a “tracking template.” Amazon Attribution will generate a tracking template for search advertising when you generate pixels from a line item that correspond to a search publisher.

Pro-Tip: Amazon Attribution is based on a last-touch attribution model based on various factors including type of customer interaction with the ad.
 

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

 

nii facebook group ads

 

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.

amazon attribution

Credit: Amazon

After implementing Amazon Attribution, the brand was able to optimize its cross-channel media strategy, resulting in a 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.