Plenty of brands send outside traffic to their Amazon listings — from Google Ads, Instagram, TikTok, email, influencers. Almost none of them can say which of those channels actually drove sales. Amazon Attribution closes that blind spot. Here’s what it does and why it’s worth setting up.
The problem it solves
When someone clicks your Instagram ad and later buys on Amazon, Amazon normally can’t tell your social platform it worked, and your social platform can’t see the Amazon sale. You’re flying blind on your best channels. Attribution gives you tracking links that connect the two, so you can finally see off-Amazon marketing performance.
What you can measure
Amazon Attribution provides reporting on how your external channels perform on Amazon, including:
- Clicks from each external source
- Detail page views those clicks generated
- Add-to-carts and purchases they drove
- Sales attributed to each channel and campaign
That means you can compare Google vs email vs a specific influencer — using real Amazon outcomes, not just the platform’s own click numbers.
Why it’s worth the effort
Two reasons beyond simple measurement:
- Stop funding channels that don’t work. Attribution shows you where to cut and where to double down, using Amazon sales as the scoreboard.
- External traffic can lift organic rank. Sending outside buyers to Amazon can improve your ranking on the platform — a compounding benefit. Attribution lets you prove it’s happening.
It takes some setup — tagged links for each source — but once it’s running, you finally market to Amazon with data instead of hope.
Want your off-Amazon traffic measured properly for once? Let’s talk.