Before Amazon Attribution, it was extremely difficult for sellers to track and measure the effectiveness of external advertising efforts on Amazon. There are a number of non-Amazon advertising channels that play a key role in the shopping journey. Find out what Amazon Attribution is and how you can use it to precisely track your off-Amazon advertising efforts.
Amazon Attribution is an analytics measurement tool that allows you to attribute traffic and sales on Amazon to your non-Amazon advertising efforts. With Amazon Attribution, you can easily measure the impact and ROI of Google search, social media, email, and other non-Amazon advertising channels.
You can track your customers throughout the entire sales funnel and gain valuable insights into how your customers discover and purchase your products on Amazon. With this data, you can measure, optimize, and maximize the impact of your cross-channel digital marketing efforts to ensure efficiency. Also, you get a better understanding of which non-Amazon marketing efforts work best for your business.
As an Amazon seller, you rely on the data from your pay-per-click campaigns to make decisions about keywords, bids, and budget. Correspondingly, it’s crucial to have this data for the advertising campaigns you run outside of Amazon.
Paid social platforms such as Facebook or Google allow you to track potential customers by using a pixel. Placing this snippet of code on your website allows you to track potential customers after clicking on your ad and report back to you every action they take. This only works if you own the website domain, and you don’t own the Amazon domain, so how can you track non-Amazon ads? Rather than giving you a pixel, Amazon gives you what they call an “Attribution Tag.”
Attribution tags are parameterized URLs, which are tracking URLs that you place in your non-Amazon ads. Basically, these tracking URLs are links to your Amazon products. You place these links in the destination URL of your non-Amazon ads. This tracking URL follows potential customers after they click on your ad and tracks all the actions they take on Amazon. This allows you to attribute traffic and sales on Amazon to your non-Amazon marketing efforts.
Amazon Attribution is available through the Amazon Ads API. To get started, you will have to register for Amazon Ads. Next, you will need to create an Amazon Attribution account within your Amazon Ads account. You can generate Attribution Tags in your Amazon Attribution account for each of your products, and implement these tags across your non-Amazon advertising efforts.
Another way you can access Amazon Attribution is with tools that integrate with Amazon’s Advertising API. You can work with companies like SellerRocket who will launch, optimize, and scale Google Ads and Amazon Attribution for you.
If you are interested in setting up Amazon Attribution with Google Ads, contact SellerRocket, we will integrate this for you.
Amazon Attribution allows you to track a variety of metrics that can affect your Amazon sales, including:
Amazon Attribution is currently available for sellers enrolled in the Amazon Brand Registry, vendors, and agencies with clients who sell products on Amazon.
Currently, there is no cost associated with using Amazon Attribution.
Selling on Amazon is becoming increasingly competitive with rising advertising costs. Sellers need to figure out other ways to bring qualified traffic to their listings. Instead of solely relying on customers finding your products on Amazon, you should capture new customers by placing ads outside of Amazon. One of the best reasons why you should drive external traffic is that you can funnel customers directly to your Amazon storefront – which is free from your competitors ads.
Boost Your Best Sellers Rank
Sales velocity is one of the factors Amazon uses to rank products within search results using its A9 algorithm. If your product listings are fully optimized for conversions, your overall sales will increase after driving external traffic. The more sales you’re making, the higher your best sellers rank will be.
Improve Organic Keyword Rankings
Amazon rewards sellers who drive external traffic to their platform with increased organic rankings. As long as the external traffic you’re driving to Amazon leads to conversions, you can expect your organic keyword rankings to improve.
Identify the Most Valuable Marketing Channels
Amazon Attribution allows sellers to see which non-Amazon advertising channels drive the most ROI. Sellers are able to optimize their most profitable ads and maximize efficiency.
Earn up to 10% of all revenue driven from external traffic
Amazon rewards sellers who drive external traffic to their site. Amazon’s Brand Referral Bonus program gives brands an opportunity to earn a bonus from their non-Amazon marketing efforts.
The program credits brands an average of 10% of all sales from the traffic they drive to Amazon. It allows brands to receive the same bonus for customer purchases of additional products from the brand up to 14 days after clicking on the ad.
Currently, all brand owners selling in Amazon’s U.S. store are eligible to enroll. All eligible brands must be registered in the Amazon Brand Registry.
There are many benefits with driving external traffic to your Amazon listings. Amazon sellers are able to accurately track the effectiveness of their non-Amazon advertising efforts and earn a bonus on each referred sale. If you’re an Amazon seller, you should leverage Amazon Attribution and start running non-Amazon ads.
Sam Young is a Digital Marketing Specialist at SellerRocket. You can find him on LinkedIn here.
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