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: Does Amazon Attribution Work?
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.
Amazon Attribution FAQ
Q: What is Amazon Attribution?
A: Amazon Attribution is a measurement solution that enables advertisers to drive external traffic to Amazon and view the impact of their marketing efforts across the Amazon ecosystem.
Q: How can Amazon Attribution help sellers?
A: Amazon Attribution allows sellers to understand how their marketing campaigns drive traffic to their Amazon listings and measure the sales impact of their advertising efforts.
Q: What are the key features of Amazon Attribution?
A: Amazon Attribution features include the ability to create attribution tags, drive external traffic to Amazon, and access detailed reporting on how external traffic performs on the Amazon platform.
Q: How can I set up Amazon Attribution for my seller ad campaigns?
A: You can set up Amazon Attribution by creating an attribution account, generating attribution tags for your marketing campaigns, and implementing them in your advertising efforts to drive traffic to your Amazon listings.
Q: Can I use Amazon Attribution to measure the performance of my external traffic to Amazon?
A: Yes, Amazon Attribution allows sellers to see how their external traffic performs on the Amazon platform and attribute sales to their marketing campaigns for Amazon products.
Q: What types of external traffic can be tracked using Amazon Attribution?
A: Amazon Attribution can track precisely how traffic from sources such as Google ads, Facebook ads, and other external marketing efforts performs on the Amazon platform.
Q: Is Amazon Attribution available for Amazon sellers for free?
A: Yes, Amazon Attribution is a free measurement solution available to Amazon sellers and provides access to detailed insights into the impact of external traffic on sales for their Amazon products.
Q: Why is driving external traffic to Amazon important for sellers?
A: Driving external traffic to Amazon is important for sellers as it can help them increase their visibility on the platform, boost sales for their Amazon products, and place their Amazon listing in the first place.
Q: How does Amazon Attribution contribute to maximizing sales for Amazon sellers?
A: Amazon Attribution allows sellers to use attribution tags to drive traffic to Amazon and measure the impact of their marketing campaigns, ultimately contributing to maximizing sales for their Amazon products.
Q: What are the benefits of using Amazon Attribution for sellers?
A: Sellers can use Amazon Attribution to measure the impact of their marketing efforts, drive external traffic to their Amazon listings, and gain strategic insights into how to optimize their advertising strategies within the Amazon ecosystem.
