Amazon Attribution

The dominant retail-native attribution solution for brands advertising on Amazon, leveraging Amazon's first-party purchase data to provide unmatched closed-loop measurement for Amazon sales.

Amazon Attribution is a measurement and analytics product offered by Amazon Ads that enables brands and advertisers to understand how their off-Amazon marketing channels contribute to consumer shopping behavior and sales on Amazon. By providing conversion tracking tags and reporting dashboards, it connects the dots between paid search, social media, display, video, and email campaigns and the resulting product detail page views, add-to-cart events, and purchases on Amazon. This gives advertisers a more complete picture of their full-funnel marketing effectiveness rather than viewing Amazon sales in isolation. The product is particularly valuable for brands that sell on Amazon but run advertising across multiple platforms such as Google Ads, Meta, Pinterest, and programmatic channels. Amazon Attribution provides impression, click, and conversion data that allows marketers to optimize budget allocation toward the channels and creatives that most efficiently drive Amazon sales. It integrates with major ad platforms and measurement tools, and Amazon has expanded its API to allow third-party tools and agencies to access attribution data programmatically. Within the AdTech ecosystem, Amazon Attribution occupies a unique position because it leverages Amazon's first-party purchase data — one of the richest retail datasets in the world — to close the loop on advertising measurement. This gives it a significant data advantage over independent multi-touch attribution vendors when the end goal is Amazon sales. It is free to use for brands enrolled in Amazon Brand Registry or vendors and sellers participating in Amazon Ads, making it a compelling default measurement layer for the large and growing community of Amazon advertisers.