Amazon Attribution lets you measure the impact of non-Amazon marketing channels — Meta ads, Google Search, email campaigns, influencer links — on Amazon sales. It is free, and it gives you the data to justify external traffic investment.
Setup Process
Create attribution tags in the Amazon Ads console under Measurement > Amazon Attribution. Create one tag per channel and campaign: a unique tag for your Meta prospecting campaign, another for Meta retargeting, another for your email newsletter, etc. Each tag generates a unique URL that you use as your destination link.
What Gets Tracked
Amazon Attribution tracks: detail page views, add-to-carts, purchases, and revenue generated from each tagged link. The attribution window is 14 days from click. You can see exactly which Meta ad set, which Google keyword, or which email drove a specific number of Amazon purchases.
Strategic Value
External traffic to Amazon has a hidden benefit: it boosts organic ranking. Amazon rewards listings that bring external traffic with improved search visibility. This creates a flywheel — paid external traffic drives sales which improves organic rank which drives more organic sales.
Pro Tips
Use Brand Referral Bonus (BRB) to get a 10% referral fee rebate on sales from attributed external traffic. This effectively reduces your Amazon fees by 10% on every externally-driven sale, directly improving your unit economics.