Amazon Attribution

Still in its infancy but we finally have among us the new creature of our favourite e-commerce: Amazon Attribution, an offspring available only a few weeks ago in Spain.

This new solution opens a window into the marketer's marketing strategy by enabling the analysis and measurement of marketing actions outside of Amazon, for example through display, email campaigns or influencer posts with redirects to Amazon.

If a brand used to run campaigns on social networks, it had to base its success on the results of link clicks registered through these platforms, as once on the product page there was no human or technical way of registering the relationship between campaign and purchase.

With Amazon Attribution it is possible to analyse and measure the traceability and conversion of campaigns. This way, sellers can really know which actions are working and which are not worth the investment.

Through this data, the entire Customer Journey can be analysed, taking into account both the Awareness and Consideration phase as well as the coveted Conversion phase. Relevant information such as impressions, clicks, visits to the product page, shopping cart or conversion, is recorded to draw a clear conversion funnel that helps us to understand the sales process.

This information is not only useful when choosing external actions or knowing the profile of the buyer who is interested in certain brands or products; it also helps to optimise and improve the performance of selected campaigns once they are up and running.

Like everything else on Amazon, there are minimum requirements to access Attribution:

• Be a professional Seller registered in the Amazon Brand Registry. Another option is to be a Vendor or agency with customers who sell products on Amazon.
• Sell the products in the markets where Amazon Attribution is currently active: Spain, Italy, France, UK, USA and Canada.
• Access to Amazon Advertising

Once the account is created and logged in, the products whose conversions we want to measure are added and tags are created for each marketing strategy. These tags will be implemented in the different actions launched outside the platform.

Amazon Atributtion also allows you to invite other users, such as partners within the console, so that information is shared and completed.

And we know, information is power and return on investment.