Amazon Attribution has many brands buzzing, whether they’re Amazon Advertising pros or dotcom natives. But many are also confused — is this just a new form of reporting? Is it available for my brand? How does it work?
Here’s a breakdown of exactly how Amazon Attribution works, and some guidelines to understanding whether it’s a measurement approach you should consider adopting for your brand.
What is Amazon Attribution?
Amazon Attribution is a relatively new feature on Amazon that allows you to track the impact your off-Amazon advertising campaigns have on your Amazon sales.
In other words, you now have visibility to see:
- Additional revenue that can be attributed to your off-Amazon advertising campaigns
- How your off-Amazon advertising is directly impacting your sales on the site
- A holistic view of your ecommerce sales across the web — no silos here!
This tool is not yet available worldwide, but sellers in the United States, Canada, United Kingdom, and other parts of Europe can take advantage of this newfound visibility.
What Does Amazon Attribution Offer?
We’ve talked before about how Amazon Attribution can help you uncover additional revenue from your off-Amazon campaigns, in order to show the holistic success of a campaign and the new habits of shoppers.
But Amazon Attribution is really so much more than that. Not only does it allow you to see a big-picture view of your sales across multiple platforms, but it also allows you to drive traffic to your Amazon products from off the platform if you don’t have an owned-and-operated ecommerce site.
So, whether you are an ecommerce brand looking to understand how many people who saw your Facebook ad ended up purchasing your product on Amazon, or are an Amazon-only brand who wants to expand your reach, Amazon Attribution helps you understand the impact your off-Amazon ads have on your Amazon sales.
And while Amazon has never confirmed it, many experts theorize that Amazon prioritizes products and brands who drive traffic to Amazon from outside sources. It’s easy to see why — Amazon’s search algorithms favor products that receive traffic that ultimately converts to a sale. If the traffic is coming from an external source that drives to a detail page and results in a sale, then that can also boost search results.
Is Amazon Attribution Right for My Brand?
There’s really not a use case where Amazon Attribution would be the wrong choice for a brand.
If you only sell on Amazon, you can utilize Amazon Attribution to understand the impact of your off-Amazon advertising on your Amazon sales. Driving traffic to your product detail pages or brand stores from off-Amazon channels is a big win for the Amazon algorithm, which could impact the organic ranking of your product.
If you’re a DTC brand whose main focus has traditionally been your dotcom site, Amazon Attribution can serve a few different purposes for your business. First, it can correctly attribute your Amazon sales to your off-Amazon advertising campaigns, increasing the ROI of a campaign. Second, it can help grow your Amazon business into a strong vertical in its own right, rather than just viewing the marketplace as an afterthought in relation to your dotcom business.
Amazon Attribution might not be a priority for brands who don’t already have a solid Amazon Advertising strategy. Before you delve into attributing off-Amazon advertising to Amazon revenue, you need to have a strong handle on how to first optimize your Amazon Advertising strategy to hit your target goals, whether that’s reducing wasted spend and/or lowering ACoS. Once your Amazon ad strategy is generating the desired results, you can shift focus to optimize your off-Amazon advertising tactics to further maximize your return on investment and drive incremental sales.
Are you looking to find alternative ways to drive traffic and revenue outside of the Amazon advertising ecosystem? Get in touch with our team to discuss what a test-and-learn strategy looks like for your brand.
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