Amazon Attribution: How to Track External Traffic & Boost Amazon ROI in India

Driving sales on Amazon isn't just about running internal ads; it's also about measuring the impact of your external marketing efforts. Amazon offers various Amazon advertising types (e.g. Sponsored Products PPC, Sponsored Brands, etc.) to promote products on its platform, but until recently sellers had little visibility into how off-Amazon campaigns contributed to Amazon sales. This is where Amazon Attribution comes in. Amazon Attribution is an data analytics tool that provides insight into how non-Amazon marketing channels – search, social media, email, display ads, and more – impact sales on Amazon. In other words, it links your external traffic to on-Amazon shopper actions, filling a crucial gap in your Amazon marketing data.

Founders and marketers recognize that multi-channel attribution is key to optimizing ad spend. In fact, 91% of marketers say attribution is important to their success, yet only 31% are very confident in their current attribution models^[1]. A solution like Amazon Attribution can boost confidence by tying those Facebook ads, Google search campaigns, influencer links, and other off-site promotions directly to Amazon performance. This tool is free to use and, as of 2025, available in multiple marketplaces including the US, Europe, and India (great news for Indian brands who can now measure their off-Amazon campaigns). Let's explore in depth what Amazon Attribution is, how it works, and how you can harness it as part of your Amazon growth strategy.

Pro tip: Attribution across marketing channels can provide efficiency gains of 15–30% by helping you allocate budget to what truly drives sales. In other words, smarter attribution = higher ROI.)

What is Amazon Attribution?

Amazon Attribution is a measurement and analytics tool for sellers and brands to track how external marketing efforts lead to activity on Amazon. In simple terms, it allows you to attribute on-Amazon shopper actions (like product page views, add-to-carts, and purchases) back to specific ads or links that brought the shoppers in from outside Amazon. By using unique Amazon Attribution tracking tags (also called attribution links), the system captures data on which ad or campaign a customer interacted with before buying your product on Amazon.

In essence, Amazon Attribution functions on a last-touch attribution model: it credits the last ad click that a customer followed before an Amazon purchase. The platform uses a 14-day lookback window, meaning any purchase made within 14 days of that ad click will be attributed to the campaign's tag. This gives a clear window to measure conversions driven by your external ads. (For example, if someone clicks your Instagram ad and buys your product on Amazon a week later, Amazon Attribution will recognize that sale as coming from Instagram.) The tool does not rely on guesswork or third-party cookies – it uses Amazon's own tracking link parameters – so the data is direct and reliable. It's also real-time, updating as conversions happen, so marketers can optimize campaigns on the fly.

Key Features and Metrics

Amazon Attribution provides full-funnel insights into the customer journey, from awareness to purchase. When you implement attribution tags on your external ads, you unlock a dashboard of metrics that shows how shoppers engage with your Amazon listings as a result of those ads. Some of the key metrics you can track include:

• Clicks: The number of times your Amazon Attribution link was clicked (i.e. how many visitors you drove to Amazon from a given ad or campaign).
• Detail Page Views (DPV): How many product detail page views resulted from those clicks. This indicates consideration – shoppers viewing your product page after coming from the external ad.
• Add-to-Carts (ATC): How many times customers added the product to their cart after coming via the tagged link. This shows strong purchase intent.
• Purchases: The number of actual orders (transactions) attributed to the campaign. These are conversions where the tagged ad was the last touch leading to purchase.
• Sales Revenue: The total monetary value of those attributed purchases. This helps you calculate return on ad spend (ROAS) for each external channel.

These metrics are presented for the specific products you're tracking, and Amazon Attribution even distinguishes new-to-brand purchases (first-time customers for your brand) if applicable. By analyzing these data points, you get a holistic view of how your off-Amazon marketing contributes to Amazon performance. For instance, you might find that a YouTube video ad drives lots of detail page views but few purchases, while a Google search ad drives fewer clicks but a higher conversion rate – insights that can inform where to double down or what to tweak in your campaign messaging.

Example: Suppose you run a Facebook ad campaign for your product. Amazon Attribution might show that 500 people clicked the ad, 300 of them viewed your Amazon product page (DPV), 50 added the product to cart, and 20 ultimately purchased – generating, say, ₹50,000 in sales. With these insights, you can calculate the campaign's effectiveness and ROI, and compare it to other channels like Google Ads or email marketing.

Why is this important? Without Amazon Attribution, those 20 sales would appear in your Seller Central reports with no indication they were prompted by Facebook. Now you can credit the right channel and invest your marketing budget more wisely. It helps align your Amazon ads strategy with your external advertising efforts for maximum impact.

Who Can Use Amazon Attribution? (Availability & Requirements)

Not every seller could use Amazon Attribution when it first launched, but Amazon has expanded access over time. Eligibility requirements as of 2025:

• Brand Registered Sellers: If you are a professional seller enrolled in Amazon Brand Registry, you qualify. Brand Registry is Amazon's program for brand owners, and it unlocks advanced tools like Attribution and Amazon Brand Analytics for detailed insights. (If you haven't done so, getting Brand Registered is a must to access these benefits.)
• Vendors: Amazon Vendors (first-party sellers who sell inventory wholesale to Amazon Retail) can use Attribution via the Amazon Advertising console.
• Agencies and Partners: Agencies managing Amazon brands, or tool providers integrated with the Amazon Ads API, can also generate Attribution tags on behalf of clients.
• KDP Authors: Interestingly, even Kindle Direct Publishing authors with books on Amazon can use Attribution to track off-Amazon promotions leading to their book pages.

Geographic availability: Initially a beta for U.S. sellers, Amazon Attribution is now available in many regions. These include North America (US, CA, MX, and recently India), much of Europe (UK, DE, FR, IT, ES, NL, SE, TR), parts of Asia-Pacific (JP, AU, SG, IN), and the Middle East (UAE, KSA). For example, Amazon Attribution launched in India in 2023, allowing Indian brand owners to finally measure their external campaigns targeting Amazon.in shoppers. If you sell on any of the supported Amazon marketplaces and meet the Brand Registry/vendor criteria, you can enroll in Attribution regardless of where your business is physically located.

Getting access: To start, you may need to register for Amazon Attribution (for instance, via the Amazon Advertising console sign-up or through Seller Central's advertising section). Amazon might verify your eligibility (Brand Registry status, etc.). Once approved, the Attribution interface will appear in your Amazon Ads dashboard under "Measurement & Reporting." From there, you're ready to create campaigns and tags.

If you are not yet brand-registered or selling on Amazon, you'll want to handle those prerequisites first. For new entrepreneurs, it's advisable to follow an complete guide on Amazon registration & setup to establish your seller account, enroll your brand, and get your products listed. Only after those steps can you fully leverage advanced tools like Attribution.

How to Start with Amazon Attribution

Getting started with Amazon Attribution requires a systematic approach – from verifying your eligibility to creating tracking tags and analyzing results. Here's a complete breakdown of everything you need to do to start measuring your external marketing efforts on Amazon.

Step 1: Verify Your Eligibility

Before you can access Amazon Attribution, you must meet specific requirements:

• Brand Registry Enrollment: You must be a professional seller enrolled in Amazon Brand Registry. This is Amazon's program for brand owners, and it unlocks advanced tools like Attribution.
• Amazon Ads Account: You'll need an Amazon Ads account (Advertising Console access) with a brand that is enrolled in Brand Registry.
• Supported Seller Types: Amazon Attribution is available to brand-registered sellers, vendors, and agencies, as well as Kindle Direct Publishing (KDP) authors.
• Geographic Availability: Supported countries now include India, U.S., Canada, U.K., major EU markets, Japan, and more.

If you're new to selling on Amazon, ensure you complete every necessary step to registering business on Amazon – setting up your Seller Central account and brand registry – before using Attribution (only brand owners have access to this tool).

Step 2: Access the Amazon Attribution Console

Once you've confirmed eligibility, follow these steps to access Attribution:

• Log into your Amazon Advertising Console using your Seller Central credentials
• Navigate to "Measurement & Reporting" in the console navigation
• Select "Amazon Attribution" from the menu
• If it's your first time, click "Register" or "Get started" to enroll
• Once approved, the Attribution interface will appear in your Amazon Ads dashboard

Step 3: Create Your Attribution Campaign

Once you have access, you can create an Amazon Attribution campaign in the Amazon Ads console:

• Click on "Create campaign" in the Attribution manager
• Name your campaign and choose a creation method (manual or bulk)
• Select the products you want to track (you can add one or multiple ASINs that you will be promoting externally)
• For manual creation, you'll create an ad group which corresponds to one marketing tactic or channel

The platform lets you name each tag and specify details like the publisher (Google, Facebook, Instagram, etc.) and the ad or campaign name for easy reference. If you have many ads, there's even a bulk upload option to generate tags for multiple keywords or creatives at once.

Step 4: Generate Your Tracking Tags

Within the campaign setup, you'll generate unique tracking URLs (tags) for each marketing channel or ad:

• For example, you might create one tag for a Google Ads campaign and another for a Facebook ad
• Choose the publisher (e.g. Facebook) and channel (e.g. Social) from the dropdowns
• Enter the destination URL – this is the Amazon link where you want traffic to land (product detail page or your Brand Store on Amazon)
• Click "Create" or "Generate tag" to produce your Amazon Attribution link URL
• After creation, each tag looks like a long URL (it includes your product's Amazon link with added parameters)

You can copy the link directly or download all your campaign's tags as a CSV file for bulk management.

Step 5: Implement Tags in Your External Campaigns

This step is critical – you must embed the attribution tag URL into your external ads or links:

• Facebook Ads: Instead of linking directly to your Amazon product page, use the Amazon Attribution URL as the destination link in the Facebook Ad Manager
• Google Ads: Replace your standard Amazon URL with the tagged link in your ad settings
• Instagram: Use the tagged URL for swipe-ups or link stickers
• YouTube: Add the Attribution link in video descriptions or cards
• Email Newsletters: Hyperlink your call-to-action buttons with the Attribution URL
• Influencer Partnerships: Provide influencers with their unique Attribution links
• Affiliate Links: Replace standard Amazon links with tagged versions

The customer experience is unchanged (they still land on your Amazon page), but now Amazon's systems can trace that click. Important: Do not reuse one tag for multiple different campaigns – use one unique link per traffic source so your reporting stays clean.

Step 6: Monitor Your Dashboard and Reports

Once live, your campaigns will start feeding data into the Amazon Attribution dashboard:

• The dashboard in your Amazon Advertising Console will show the metrics (clicks, views, add-to-cart, purchases, sales) for each tag/ad
• You can view results by ad publisher, by specific campaign, or aggregated by product
• Data typically updates within 1-3 days of clicks (nearly real-time for optimization purposes)
• Give a campaign up to 14 days to capture all attributed sales due to the lookback window
• Amazon also provides downloadable reports for deeper analysis or if you want to integrate with your own analytics
• Some sellers even connect via the Amazon Ads API for automated reporting

Step 7: Optimize and Iterate Based on Data

With this data, you can make informed decisions to improve your marketing ROI:

• Pause channels that aren't performing
• Scale up those with strong ROI
• Adjust your ad creatives or targeting
• Test new strategies

Amazon Attribution essentially enables A/B testing of your external traffic sources. For example, you might test two different Facebook audiences to see which yields more Amazon purchases, or compare an email campaign vs. a Google campaign for driving add-to-carts. Continuous optimization is key – many brands run ongoing experiments to maximize results across all marketing channels using the insight Amazon Attribution provides.

Why This Process Matters

One huge benefit of Amazon Attribution is that it closes the loop for your marketing funnel. Marketers often invest in off-Amazon advertising (social media, search engine ads, influencer promos) to drive traffic to Amazon, but previously had to guess at their effectiveness. Now you get concrete numbers.

This not only helps in optimizing ad spend but also in improving on-Amazon assets. For instance, if a lot of people click your external ad but don't add to cart, it could signal that your product listing content needs work (better images or amazon A+ Content could boost conversion). Thus, Attribution data can guide you to refine product pages, pricing, or promotions to better convert the traffic you're driving.

Benefits of Amazon Attribution for Marketers

• Holistic Performance Insights: Amazon Attribution gives you a clear, cross-channel view of what actually drives Amazon sales. You can compare ROAS across Google Ads, Facebook Ads, influencers, or email campaigns and reallocate budgets toward the channels that generate the highest returns.

• Better Decision Making: Granular funnel data - clicks, detail page views, add-to-carts, and purchases helps pinpoint where performance drops. Whether it’s poor targeting, weak listings, or pricing issues, Attribution allows you to optimize campaigns and listings based on real conversion signals.

• Improved Amazon Ad Strategy: External traffic that converts can improve sales velocity and organic ranking on Amazon, indirectly boosting Amazon PPC efficiency. Attribution helps you align off-Amazon campaigns with on-Amazon Sponsored Ads, creating a coordinated acquisition and retargeting loop.

• Full-Funnel Optimization: Amazon Attribution measures both upper-funnel impact (awareness and consideration) and lower-funnel outcomes (purchases). This lets you assign clear roles to each channel—for example, using video or influencer campaigns for awareness and search or retargeting ads for conversions.

• Justifying Marketing Spend: For founders and marketing leaders, Attribution provides concrete proof of how external marketing translates into Amazon revenue. This makes it easier to justify budgets, secure stakeholder buy-in, and scale campaigns that consistently drive sales.

• Brand Referral Bonus Advantage: By using Amazon Attribution tags, brands can earn an average ~10% Brand Referral Bonus on sales driven by external traffic. This effectively reduces referral fees and lowers acquisition costs, turning otherwise break-even campaigns into profitable ones.

What “7-day click, 1-day view” means

A conversion is credited if a user clicks an ad within 7 days, or if they only view the ad and convert within 1 day. Clicks get a longer window because they signal stronger intent, while views are credited only if the purchase happens quickly.

• Amazon Attribution model: Amazon Attribution primarily uses a 14-day click-based attribution window. If a shopper clicks an Attribution-tagged link and purchases within 14 days, the sale is credited to that campaign.

• View-through conversions on Amazon: View-through attribution is limited and mostly applies to Amazon DSP. A conversion may be counted if a purchase happens within ~24 hours of an ad impression and no click occurred. For most external traffic, Attribution data is almost entirely click-driven.

• Last-click attribution: Amazon Attribution follows a last-click model, crediting only the final tracked click that led to the purchase. It does not provide multi-touch attribution within the Attribution console.

• Amazon PPC attribution: Sponsored Products typically use a 7-day click window, while Sponsored Brands and Amazon DSP often use 14-day click and 1-day view attribution.

• Key takeaway for marketers: Expect Amazon Attribution numbers to be more conservative than platforms like Meta. Amazon credits sales only when a tracked click (or limited view-through) leads to a purchase within the defined window, making it a clear and actionable attribution model.

Tips for Using Amazon Attribution Effectively

Now that you understand the mechanics, here are some best practices to get the most out of Amazon Attribution:

• Tag Everything Systematically: Create separate Amazon Attribution tags for every channel, campaign, ad group, keyword cluster, or influencer you want to evaluate. The more granular your tagging structure, the clearer your insights will be. For example, if you are running Google search ads for two different keyword themes, assign separate tags to each to understand which group drives more Amazon sales. Similarly, give each influencer or affiliate a unique Attribution link to measure individual performance. Granular tagging helps you move beyond vanity metrics and identify exactly what drives revenue.

• Monitor and Iterate: Treat Amazon Attribution as an ongoing feedback loop, not a one-time report. Review performance weekly or daily during large campaigns to spot patterns early. If a channel shows high clicks but low conversions, it may indicate creative or audience mismatch. On the other hand, if email or influencer traffic converts well, you can confidently scale those efforts. Use Attribution insights to continuously refine messaging, targeting, and budget allocation across channels.

• Align with On-Amazon Enhancements: External traffic only converts if your Amazon listings are optimized. Ensure your product pages have strong titles, clear bullet points, high-quality images, competitive pricing, and Amazon A+ Content. Use Attribution metrics such as detail page views versus purchases to identify weak points in the funnel. Also, maintain sufficient inventory and reliable fulfillment through FBA or similar options - nothing hurts ROI more than driving paid traffic to an out-of-stock listing or slow delivery experience.

• Leverage the 10% Brand Referral Bonus: Amazon rewards external traffic by offering a Brand Referral Bonus on attributed sales. Make sure all eligible campaigns use Attribution links so you don’t miss out on these credits. Factor the bonus into your ROI calculations this effectively reduces Amazon referral fees & other charges and can turn borderline campaigns profitable. Many brands use this incentive to confidently scale spend on Google, Meta, or influencer campaigns while maintaining healthy margins.

• Troubleshooting & Learning: Discrepancies between Amazon Attribution and other data analytics tools are normal. Some users may click but not convert immediately, switch devices, or purchase later through organic search, leading to under-attribution. Always use the exact Attribution links provided and allow up to 72 hours for conversion data to finalize. Remember, Attribution never overstates performance any gaps typically mean your actual results are better than reported.

• Integrate with Overall Marketing Plan: Amazon Attribution works best when combined with your broader analytics stack. Use it alongside Google Analytics, ad platform dashboards, and CRM data to understand how channels influence each other. For example, high-performing external keywords can inform your Amazon Ads strategy, while successful influencer campaigns can be replicated across regions. This integrated approach helps you build a true omnichannel growth strategy anchored in real conversion data.

How GrowthJockey Can Help

Amazon Attribution closes one of the biggest blind spots in Amazon marketing: understanding which external channels actually drive sales on Amazon. By connecting off-Amazon traffic Google Ads, Facebook, influencers, email, and content—to on-Amazon outcomes like detail page views, add-to-carts, and purchases, it enables founders and marketers to make confident, data-backed decisions. Combined with the 14-day attribution window and the Brand Referral Bonus, it doesn’t just improve measurement- it directly improves profitability.

For brands selling in India, Amazon Attribution is no longer optional. It’s a foundational tool for scaling beyond internal Amazon ads, optimizing multi-channel spend, and building a sustainable, high-ROI Amazon growth engine.

If you’re running off-Amazon campaigns (or planning to), start using Amazon Attribution today - or partner with GrowthJockey - Venture Builder to set it up the right way. GrowthJockey helps brands design clean attribution frameworks, structure scalable Amazon advertising strategies, and turn external traffic into measurable, profitable Amazon growth.

Frequently Asked Questions (FAQs)

Q1. What is Amazon Attribution?

Amazon Attribution is a free analytics tool that lets sellers and brands track how their external, off-Amazon marketing campaigns (Facebook, Google, Instagram, email, etc.) drive traffic and sales on Amazon. It uses special tracking links (attribution tags) to measure product detail page views, add-to-carts, and purchases that result from external ads, giving marketers visibility into which channels contribute to Amazon sales.

Q2. How do I get an Amazon Attribution link?

To get an Amazon Attribution link: ensure you're a brand-registered seller or vendor, log into your Amazon Advertising console, navigate to Amazon Attribution under Measurement & Reporting, create a campaign, select your products, and generate a unique tracking URL for each marketing channel. Copy this URL and use it as the destination link in your external ads (Facebook, Google, email, etc.).

Q3. What is "7-day click, 1-day view" attribution?

"7-day click, 1-day view" is an attribution window model commonly used in digital advertising (like Facebook Ads). It credits an ad for conversions if a user clicked the ad within 7 days or only viewed it and converted within 1 day. Amazon Attribution primarily uses a 14-day click-based window, crediting conversions if the customer clicked your tagged link and purchased within 14 days.

Q4. Is Amazon Attribution accurate?

Yes, Amazon Attribution is generally accurate for the conversions it tracks. It uses Amazon's first-party data and will not over-report sales. It may undercount in some scenarios (like device-switching or delayed purchases through different paths), but the data it does report is reliable. Any "missed" sales still count toward your total Amazon revenue; Attribution simply provides a conservative, trustworthy measure of your external marketing impact.

1. 91% of marketers say attribution is important to their success, yet only 31% are very confident in their current attribution models - Link ↑