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 free advertising measurement tool created by Amazon that enables brand-registered sellers to evaluate the performance of their external advertising efforts.¹ It functions as a marketing analytics console giving marketers visibility into how non-Amazon channels contribute to activity on Amazon, covering display, search, social, video, and email marketing.² The tool expands the available sales funnel data points beyond simple conversions, offering insight into how users engage with products on Amazon — including clicks, detail page views, and add-to-cart actions.² A key capability is that marketers do not have to wait until a campaign has ended to view results, as performance data is available throughout the life of a campaign, enabling mid-flight optimizations.³ Amazon has also paired Attribution with a Brand Referral Bonus program, through which brands can earn an average credit of 10% on sales driven by external advertising, applied against their referral fees.¹ Source 1: junglescout.com — What is Amazon Attribution for Advertising? Source 2: sarasanalytics.com — Amazon Attribution Guide 2025 Source 3: skai.io — Amazon Attribution | Scale Closed-Loop Optimization - Skai.io