Amazon Attribution (Beta): A 2021 Beginner’s Guide

Published on: Wed Sep 29 2021

Written by Tony Do

Amazon’s new Attribution tool can help maximize your traffic and ads from various channels. Identify customer behavior and optimize sales funnels to increase your product’s visibility and sales.

For Amazon sellers and brands, one of the best strategies to growing sales is broadcasting your products through multiple marketing channels. With more diverse avenues of traffic, merchants can broaden their visibility and expand their reach to new customer segments. Amazon is helping their sellers diversify their marketing channels by launching and testing the beta for their new tool, Amazon Attribution.

Amazon’s Attribution tool focuses on helping businesses expand their multichannel marketing through social media, search engines, and more. The best part about this new tool: sellers can start using it now, for free.

Keep reading this beginner’s guide to learn more about the new Attribution tool and how you can start using it now to grow your marketing strategy and accelerate your Amazon business.

What is Amazon Attribution Beta?

Amazon Attribution is Amazon’s new marketing and analytics tool that allows Amazon sellers to identify traffic channels and funnels. Marketers can connect their products and listings to external marketing channels including social media campaigns like Facebook or Twitter ads, along with search engine (Google Ads), email, video, and more.

This new tool takes advantage of “tags.” Tags are specialized URLs used to track your audience’s online activity and behavior. If a customer on another platform sees your ads and clicks your URL, the tag will track the traffic source they are coming from such as Facebook or Twitter. With the Attribution tool, you can measure how many customers are coming from your different marketing channels and optimize your marketing strategy.

Eligibility for Amazon Attribution

Amazon Attribution is still in its infancy, allowing users to test the beta. To use the beta, users need to be registered in Amazon’s Brand Registry to validate their ownership. Users also need to be currently active on Amazon, this includes sellers, vendors, agencies, and any party that sells on Amazon.

In addition to these requirements, the beta is only available in select countries including the United States, Canada, United King, France, and more. Please refer to the graphic below for eligibility.

https://advertising.amazon.com/solutions/products/amazon-attribution

Getting Started with Amazon Attribution

To start using Amazon’s Attribution tool, just follow these simple steps!

1. Sign up for the Attribution Tool through the links below. For current sellers, you can register through your Amazon Seller Central account.

For vendors: https://www.amazon.com/forms/3635f20b-f743-4f6a-99a1-4150eb5b4d00?ref_=a20m_us_p_attr_gs_sgnup

For Amazon sellers (NA): https://sellercentral.amazon.com/attribution?ref_=a20m_us_p_attr_gs_sc_rgstr

For Amazon sellers (EU): https://sellercentral-europe.amazon.com/attribution?ref_=a20m_us_p_attr_gs_sgnup_eu

2. Head to your Attribution dashboard, click on your Advertiser name and select “New Order”

3. Select your creation method. If you are using a pre-existing ad such as a Google paid search ad or a Facebook ad, you can upload a file that will automatically create the tags. If you would like to manually input the information, you can select “Manually Create Order and Tags”

4. Add the product you want to track. You can search by product name or ASIN.

5. Finalize Your Attribution Tags. Add a name and an optional external ID.

6. Name your item listing, choose your publisher platform (Facebook/Twitter/etc.), and add your listing URL. Then, click “Create.”

After step 6, your tag and URL are complete! Take the URLs and paste them into your ads on other platforms. Once you launch those ad campaigns, the URL will track any clicks you get and will display where the clicks are coming from. From here, you’ll be able to who is viewing your listing and which platforms are getting the most traction. By the end, you can test different platforms, remove ads that don’t have enough clicks, and scale up the ones that do!

Advertising with Attribution

Amazon sellers and vendors interested in Attribution can utilize this tool to understand their customers’ behavior. When a customer clicks on your tag on another platform, Attribution will capture the most important metrics for your products including:

Visibility Metrics

  • Clicks: the number of times customers click on your URL
  • Impressions: the number of digital views and engagements
  • Page Views: the number of customers viewing your listing and product page

Conversion Metrics:

  • Add-to-carts: the amount of times your product is added to a buyer’s cart on Amazon
  • Purchase rate: the number of sale conversions from page viewers
  • Total sales: the amount of times your product is sold

These metrics provide a ton of insight into your customer’s behavior and how they view your product. By tracking your audience, you can see exactly which channels are performing well and which are underperforming. These metrics will also reveal which platforms your market segment is located on.

For example, if you see that your Facebook ads are not getting enough clicks, you can either try a new Facebook ad (A/B test and reiterate) or reduce your Facebook budget and invest in better-performing channels. If you happen to get a lot of clicks and sales on a specific site, you can scale the ads and increase your budget to capture more clicks. 

You may also see that your customers are more likely to use one site over another. If your customers are clicking your links on Facebook more than on Twitter, you should focus more attention on Facebook ads than Twitter ads. The ability to track and analyze your customer funnels will allow you to optimize your strategy by cutting poor-performing channels and maximizing proven channels.

Benefits of Multichannel Traffic

If you currently don’t advertise on non-Amazon platforms, Amazon’s Attribution tool might not be helpful. But, it also provides a new opportunity to expand your marketing and traffic to multiple channels. While advertising and sponsored ads may have an upfront cost, they can be extremely useful to launching your products and increasing your sales. These are some of the best advantages of multichannel traffic:

  1. Product Visibility: With ads and sponsored posts on multiple platforms, you get more visibility and traffic on your product listing. This increases the eyes on your product and can lead to higher sales.
  2. Amazon Best Sellers Rank: Higher sales for your product means your product’s Seller Rank will also increase. Better rankings can also mean more customers viewing and buying your product on Amazon.
  3. Brand Building: Launching and selling a product can be extremely difficult because your brand is unknown. Ads can provide more sales, reviews, and trust for your brand.
  4. Shareability: Product listings and ads on social media are easy to share. If a customer likes your product, they can simply repost, share, and recommend your products to their friends.

What Are You Waiting For?

You can start advertising with Amazon’s Attribution tool now for free! This tool can be extremely powerful for Amazon sellers who advertise on other platforms as long as you are already brand registered. Start using Attribution today to learn more about your customers and optimize your Amazon sales!

To source products to start your Amazon business or improve your sales, check out Sellgo.com and our FBA tools!

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