Orange infographic showing the dynamics of Amazon Attribution.

Amazon Attribution: A Powerful Tool to Better Understand Customer Behavior

Ryan Faist

Ryan Faist, Channel Key

December 21, 2021

Driving quality traffic to optimized listings is essential to generating sales on Amazon, but it is also important to understand how customers are finding your products. Until 2018, Amazon lacked the means to track shoppers who arrived from external channels like Google and Facebook. This changed with the introduction of Amazon Attribution – an advertising and analytics measurement solution that gives brands insight into how their non-Amazon marketing channels across search, social, video, display, and email impact shopping activity and sales performance on Amazon.

From a broad perspective, Amazon Attribution helps brands understand the following: 1) the impact of their cross-channel digital marketing activities, 2) opportunities to maximize impact and ensure efficiency, and 3) which external strategies are performing the best and which ones need improvement. These insights make it easier to discover new ways to grow your business on Amazon by optimizing experiences off Amazon.

Specifically, Amazon Attribution provides a more detailed analysis of customer behavior. As e-commerce continues to grow and expand, shoppers continue to discover products and engage with brands across more touchpoints. While Amazon Advertising helps drive consideration for your brand and products across some of these, many non-Amazon channels also play key roles in the shopping journey. Amazon Attribution provides visibility into how these non-Amazon touchpoints help customers discover and consider your products on Amazon. Using these advertising analytics and insights, you can optimize and plan your digital strategy based on what you know resonates with your customers and drives value for your brand. For example, Amazon Attribution can help brands achieve the following insights:

  • Understand which non-Amazon strategies are helping you reach your goals using Amazon conversion metrics to assess the cross-channel performance
  • Analyze full-funnel marketing and advertising performance, from awareness to consideration to purchase, with metrics including clicks, detail page views, Add to Carts, and sales
  • Discover new sales opportunities by learning more about how shoppers engage with your brand on Amazon
  • Gain insight into campaign performance in-flight with Amazon conversion metrics available on-demand for your campaigns

Still in beta, Amazon Attribution is currently available for professional sellers enrolled in Amazon Brand Registry, vendors, and agencies with clients who sell products on Amazon. Eligible sellers and vendors can access Amazon Attribution through either the self-service console or tool providers integrated with the Amazon Advertising API.

Channel Key Takeaway

It’s no secret that COVID-19 has accelerated online shopping to a record high, which has directly boosted the popularity of Amazon for both sellers and customers. According to data, Amazon now attracts more than two billion customers each month. This kind of growth means more competition. To succeed on a platform with more than 2.5 million active sellers, brands need to utilize every available tool – including those that help analyze customer shopping behavior. By leveraging Amazon Attribution, brands can measure the impact of various display, search, and video channels based on how consumers discover, research, and buy their products on Amazon. This important information will not only help you strengthen off-Amazon marketing and advertising strategies, but also on-Amazon strategies to ultimately increase quality traffic to your product listings, maximize conversions, and grow your sales.

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