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Amazon Attribution Beta: A Big Step Forward

Published: August 10, 2020

Author: Linda Miller

In 2019, Amazon was responsible for almost 50% of all eCommerce purchases. Needless to say, eCommerce advertisers must pay attention to Amazon. But what’s happening behind the scenes of the purchases on Amazon? What drove the purchasers to Amazon? Where did they come from?
A recent release, Amazon Attribution, addresses those questions by providing you with on-demand data to help you measure the impact of your non-Amazon advertising efforts on a.com.
This new beta gives Sellers and Vendors access to on-demand insights, offering a unified view of performance by connecting cross-channel advertising strategies to Amazon conversion metrics. With this data, Sellers and Vendors can assess overall sales impact on Amazon from all marketing channels they use, helping to uncover efficiencies and better understand their customers’ shopping journeys.
Amazon is an essential part of customers’ shopping journeys; advertisers can’t afford to not be in touch with what’s happening there. If a large majority of the ads you’re driving are converting on Amazon, you now have the means to understand, at scale, who those customers are, and which campaigns/ads resulted in a purchase.
Ultimately, in order to truly understand each stage of the customer journey, Amazon Attribution is an essential tool for any Advertiser’s measurement toolbox.

Client case study

Products for one tech brand were, until recently, sold exclusively on Amazon. Advertisements from Google, Bing, and Facebook directed traffic to the brand site, which then redirected users to Amazon. This made measuring conversion performance not only difficult but impossible; the last conversion event tracked was “clicks to amazon” from the brand’s site. With Amazon Attribution, the brand was able to understand which ads were resulting in a purchase, gain valuable insights around their customers’ shopping journeys, and learn what channels were more likely to result in a purchase.
Since then, this brand has established a Shopify website, with the option to purchase on their website or on Amazon. After a few months, 40% of total conversions from paid search were happening on Amazon, and 60% were happening on the brand site. Without Amazon Attribution, this brand would be losing valuable data from over 40% of their business, making Amazon Attribution a vital contribution to their measurement tools.

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