Amazon Attribution is a free measurement tool for Brand Registry sellers and vendors that connects off-Amazon marketing traffic to on-Amazon shopping behavior. It gives brands the missing conversion data for Google Ads, Meta ads, TikTok, email, influencer, and any other non-Amazon channel that drives shoppers to an Amazon product detail page, Storefront, or search result.
How Amazon Attribution Works
- Enroll via the Amazon Ads console → Measurement → Amazon Attribution (Brand Registry required).
- Create an attribution tag for each campaign — Amazon appends tracking parameters (`?tag=`) to the destination URL.
- Add the tagged URL to the off-Amazon channel: Google Ads final URL, Meta ad destination, email link, influencer bio, etc.
- Shoppers who click land on Amazon; Amazon tracks click-through, detail-page view, add-to-cart, and purchase for a 14-day attribution window.
- Reports appear in the Amazon Ads console, per campaign, per SKU.
Metrics Amazon Attribution Reports
| Metric | What It Reveals |
|---|---|
| Clicks | Off-Amazon click-throughs that reached Amazon |
| Detail Page Views | How many clicks landed on the PDP (drop-off = broken tag or landing route) |
| Add-to-Cart | Mid-funnel intent from the off-Amazon channel |
| Purchases | Attributed on-Amazon conversions in the 14-day window |
| Sales | Attributed on-Amazon revenue |
| Return on Ad Spend (ROAS) | Attributed sales ÷ off-Amazon spend |
| New-to-Brand | Share of purchases from shoppers who have not bought your brand in the past 12 months |
Why It Matters for Sellers
Off-Amazon traffic is critical to Amazon’s ranking algorithm (external traffic is a positive signal) and to the Amazon Brand Referral Bonus (a 10% referral-fee kickback on qualifying external sales). Without Amazon Attribution, brands running Google Ads or Meta campaigns to Amazon operate blind — they can measure click-through rate on the ad platform but not whether the click became an Amazon sale. Attribution closes that loop for free and unlocks Brand Referral Bonus eligibility on the same traffic.
How SellerSonar Helps
- The Buy Box Tracker protects Attribution ROAS — a lost Buy Box means Attribution-driven clicks convert to a competitor’s offer.
- Retail Issues Alerts catch listing suppressions that would cause Attribution campaigns to waste spend on inactive PDPs.
Start your free SellerSonar trial today.
Related Terms
- Amazon Storefront — a common Attribution destination for brand-awareness campaigns
- Amazon Brand Registry — required to access Amazon Attribution
- Sponsored Display — the on-Amazon display counterpart that pairs well with Attribution-tracked off-Amazon spend